Tag: Engagement

  • Modern Learners, Modern Strategies: The New Rules of Engagement

    Modern Learners, Modern Strategies: The New Rules of Engagement

    Brett is a working professional with a packed schedule, balancing career growth with personal responsibilities. He knows that advancing in his field requires new skills and credentials, but he needs a program that fits his life, one that is flexible, aligned with his career and worth the investment. Brett is just one example of Modern Learner, a growing population of students who prioritize efficiency, affordability and real-world outcomes in their education.  

    Higher education has undergone a decade of transformation, from evolving enrollment patterns to advancements in technology and changing student expectations. As the landscape continues evolves, so do the behaviors and preferences of students like Brett—giving rise to the Modern Learner.  

    EducationDynamics’ latest report, “Engaging the Modern Learner: The 2025 Report on the Preferences and Behaviors Shaping Higher Ed,” examines these emerging trends. For over a decade, we have tracked student behavior and preferences, adapting our research to reflect the evolving higher education environment. Previously known as the Online College Students Report, this study has expanded in scope to provide a more comprehensive understanding of Modern Learners and their needs.  

    Explore the most significant changes over the past ten years, key findings from our research and actionable strategies to help higher education leaders challenge the status quo and drive innovative outcomes.  

    How Have Student Behaviors and Preferences Changed in the Last Decade?

    Student search, decision-making, and engagement behaviors have shifted significantly over the past decade. Strategies that once drove enrollment may no longer be as effective, requiring institutions to adapt. By examining these changes, we can identify emerging patterns that will shape the future of higher education.  

    Modern Learners Expect Immediate Admit Decisions 

    With greater access to information through technology, prospective students are making decisions faster than ever before. As a result, Modern Learners expect rapid responses from institutions. In 2015, 43% of fully online learners said that they would enroll at the first school that contacted them. By 2025, the urgency has increased significantly, with nearly 75% of online learners indicating that they would enroll in the first school that admits them. This shift underscores the growing need for institutions to streamline their admissions processes, ensuring quick response times and efficient decision-making to remain competitive in enrolling Modern Learners.

    Search Initializes at the Brand Level

    Student search behavior is another trend that has faced a significant shift in recent years, with more students starting their search by focusing on schools rather than specific programs.

    Recent data reveals that 58% of respondents begin their search by considering schools first. This trend is even more pronounced among online learners, where approximately 60% prioritize finding a school before narrowing down their program options. Following school, the next most common search is subject area, with students increasingly exploring broader categories before selecting a specific program.

    Given this shift, higher education marketing strategies need to reflect an approach that encompasses both promotion of programs and the institution itself. As prospective students often initiate their search with a school-focused mindset, schools must position their brand clearly to effectively engage and capture early interest, which will guide students towards relevant programs as they progress through the enrollment funnel.

    AI Impacts Consideration Sets 

    The adoption of AI tools, such as website chatbots and on-demand engagement platforms, has grown steadily over the past decade. Recent data highlights notable increases in the use of chatbots. In 2015, only about 15% of online learners engaged with website chatbots or live chat agents. Now, in 2025, that number has more than doubled, reaching 30% of fully online students.  

    Moreover, students increasingly turn to AI tools like Search Generative Experience (SGE) for answers to critical questions about schools and their offerings, with 37% of Modern Learners using AI for information gathering. As students refine their consideration sets, AI-driven engagement tools provide timely and relevant information, making them a key touchpoint in the decision-making process. The growing reliance on these platforms calls for institutions to employ the use of informative and accessible AI tools to offer students seamless support throughout their research and decision-making processes.  

    Preference and Acceptance of Online Modality has Increased

    It’s no secret that in the past decade, online education has not only gained traction but has become the preferred education modality for a growing population of students. In 2015, only 32% of fully online students believed their online education was better than their previous classroom study. However, that number has more than doubled for today’s respondents. 71% of online learners express a preference for online higher education experiences when compared to classroom education, indicating a fundamental change in student expectations and satisfaction with digital learning environments.  

    Engaging the Modern Learner

    At EducationDynamics, our research continually seeks to understand the evolving needs of students. Through years of research and emerging insights from our 2025 survey, a clear picture of the Modern Learner has emerged—one defined by a focus on flexibility, career, and a desire for personalized education experiences. Modern Learners are not only looking to complete a degree, they also aim to shape their own learning journeys in ways that align with their personal and professional goals. 

    Shared Demands and Preferences 

    Despite their diverse backgrounds, Modern Learners share several key expectations. They prioritize affordability, flexible learning formats and responsive support. If their needs aren’t met, they will quickly seek alternative options. This shift in expectations means that institutions need to rethink how they attract, engage and support students. Meeting the Modern Learner where they are is no longer optional; it is essential for long-term success. 

    The Power of Brand & Reputation

    A strong institutional brand plays a crucial role in the student decision-making process. As students begin their search with a school-focused mindset, a well-established reputation can be the deciding factor in where they apply. In fact, reputation ranked as the third most influential factor in application decisions, cited by 31% of students overall and 51% of traditional undergraduates, in our 2025 survey. To remain competitive, institutions must build a credible and respected brand that not only attracts prospective students but also reinforces trust and long-term value throughout their educational journey. 

    Value and Affordability

    While cost is a significant consideration for Modern Learners, affordability alone doesn’t drive enrollment decisions. A well-rounded value proposition plays an equally important role. Our research shows that 46% of students cite tuition cost as a critical factor, but other factors like program relevance to careers, flexibility, and reputation also weigh heavily in their decision-making process. 

    Supporting students with financial literacy is crucial, as 38% of students identify it as a helpful resource during the enrollment process. By clearly communicating both affordability and long-term value such as career outcomes, program flexibility and personalized support, schools can resonate with the priorities of cost-conscious, value-driven Modern Learners.  

    The Importance of Career Focus

    For Modern Learners, education is a direct pathway to career advancement. Regardless of age or background, they share a strong motivation to upskill quickly and gain credentials that lead to tangible career outcomes. This focus on career alignment is evident, with 20% of Modern Learners citing a program’s relevance to their career as a determining factor in their enrollment decision.

    The Modern Learner Survey reveals that 76% of students feel their institution clearly outlines potential career paths related to their program. While this is positive, gaps remain. Traditional undergraduates are the most informed, with 84% receiving clear career guidance, compared to 73% of non-traditional students and 77% of graduate students. These gaps highlight the need for institutions to consistently communicate career values across all Modern Learner segments, ensuring they understand how their education supports their professional goals.

    The Demand for Flexible Learning Models

    Flexibility is no longer an educational preference; it is a necessity for Modern Learners. As today’s students move away from traditional classroom modalities and increasingly seek flexible environments, institutions must invest in program models that accommodate careers and family commitments.  

    When deciding where to apply, 31% of Modern Learners cited flexible course schedules as a key factor. This need is particularly evident among graduate students, who are more likely to be balancing family and work responsibilities. While 53% of respondents do not have children under 18 at home, a notable portion are managing family commitments in addition to their studies. Among fully online students, the number of children at home has increased by 15%, reinforcing the growing demand for learning models that complement busy schedules. 

    The Role of AI and Social Media

    AI and social media play an increasingly important role in shaping student decisions. Social media is no longer merely an avenue for entertainment; it has evolved into a tool for student engagement and research throughout the entire decision-making process. With students interacting across multiple platforms daily, schools must harness these channels to stay visible and relevant as students progress through the consideration phase. To successfully leverage social media, marketing teams should prioritize creating dynamic, visually engaging experiences, particularly through video content, which resonates strongly with Modern Learners.  

    At the same time, AI enhances this by personalizing interactions and providing real-time insights into student preferences, helping institutions refine their marketing strategies. With the rise of generative AI tools, nearly 70% of Modern Learners now use AI in some capacity, including AI chatbots like ChatGPT, to assist their search for school information. Approximately 37% use these tools specifically to gather information about schools, with tuition fees (57%), course offerings (51%), and admission requirements (43%) being the most sought-after details. This highlights the opportunity for schools to integrate AI into their marketing strategies to provide comprehensive, accessible information that supports prospective students with their enrollment decision.  

    Modern Strategies to Engage the Modern Learner 

    As the needs and expectations of students continue to evolve, it’s important for institutions to adapt in ways that truly serve and support Modern Learners. Here are actionable steps to create a personalized, student-centered experience that fosters trust and drives success.  

    1. Embrace Data-Driven Decision Making: Modern Learners expect personalized experiences, and data is the key to delivering them. Through leveraging market research and insights, like those from the 2025 Modern Learner Report, institutions can better understand student preferences and behaviors. To turn those insights into action, invest in tools for data collection and analysis that allow for continuous improvement and refinement.  
    2. Build a Strong and Authentic Brand: A cohesive and authentic brand is integral to connecting with students. Focus on building a positive online experience that bolsters brand visibility, while garnering trust that your institution can provide timely and reliable information that students seek.  
    3. Prioritize Career Outcomes: Career outcomes are top of mind for students as they consider their educational investment. Make career pathways clear by showcasing programs, internship opportunities, alumni success stories and career counseling services to help students see the tangible benefits of their degree.  
    4. Create Flexible and Personalized Learning Pathways: Flexibility is essential for meeting the diverse needs of Modern Learners. Offer programs with adaptable schedules and learning formats, allowing students to choose a pathway that best aligns their lifestyle and goals.  
    5. Optimize the Digital Experience (Especially Websites and Al): An engaging digital experience is critical to attracting and retaining students. Through regular website updates and the integration of AI-powered tools to offer support, institutions can streamline the user experience to ensure a smooth journey from inquiry to enrollment. 
    6. Enhance Communication Speed: Modern Learners expect timely and informative responses and are quicker to make decisions than in years past. Adopt tools that provide real-time communication capabilities, such as chatbots or automated updates, to keep students engaged and informed throughout the enrollment process.   
    7. Develop a Dynamic Social Media Strategy: Social media is a powerful tool for building connections and increasing brand awareness among Modern Learners. With platforms like Instagram, TikTok, and YouTube playing a major role in their online engagement, video content is especially effective in capturing their attention.  By understanding your audience’s media habits and aligning your content with platforms they use the most, you can deliver the right message at the right time, keeping your institution top of mind.  
    8. Don’t Forget About the Human Touch: While technology undoubtedly plays a significant role in modern times, students still seek personal connections. Ensure that students can engage with advisors, staff, or faculty to guide them through the enrollment process, while providing the support they need.

    Aligning with Modern Learners: A New Era in Enrollment

    In this evolving landscape, Modern Learners are placing greater emphasis on career relevance, affordability, and flexibility, demanding more from their education than ever before. The findings from the Modern Learner Survey underscore the importance of aligning educational programs with career paths, improving financial transparency, and providing tailored support to meet diverse needs. The time is now for higher education leaders to challenge outdated enrollment strategies that no longer resonate with today’s highly discerning, cost-conscious, and value-focused students.  

    To navigate these changes effectively, institutions must adopt innovative, data-driven strategies that speak directly to the Modern Learner’s priorities. For a deeper dive into these insights and actionable recommendations, explore the full “Engaging the Modern Learner” report today.  

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  • Solving the continuation challenge with engagement analytics

    Solving the continuation challenge with engagement analytics

    • By Rachel Maxwell, Principal Advisor at Kortext.

    Since the adjustments to the Office for Students’ (OfS) Condition B3: Student outcomes, published continuation rates have dropped from 91.1% in 2022 to 89.5% in 2024 for full-time students on their first degree.

    This drop is most evident for students in four key areas: (1) foundation year courses; (2) sub-contracted and franchised courses; (3) those with lower or unknown qualifications on entry; and (4) those studying particular subjects including Business and Management, and Computing.

    Universities utilising student engagement analytics are bucking this downward trend. Yet, surprisingly, engagement analytics are not mentioned in either the evaluation report or the accompanying Theory of Change document.

    Ignoring the impact of analytics is a mistake: universities with real-time actionable information on student engagement can effectively target those areas where risks to continuation are evident – whether at the programme or cohort level, or defined by protected characteristics or risks to equality of opportunity.

    The [engagement analytics] data you see today is next year’s continuation data.

    Dr Caroline Reid, former Associate Dean at the University of Bedfordshire

    A more complete view of student learning

    The digital footprints generated by students offer deep insights into their learning behaviours, enabling early interventions that maximise the opportunity for students to access the right support before any issues escalate. While data can never explain why a student is disengaging from their learning, it provides the starting point for a supportive outreach conversation. What happens thereafter would depend on what the conversation revealed – what kind of intervention would be most appropriate for the student? Examples include academic skills development, health and wellbeing support or financial help. The precise nature of the intervention would depend on the ecosystem of (typically) the professional services success and support expertise available within each institution.

    Analysing engagement activity at the cohort level, alongside the consequent demand on student services teams, further enables universities to design cohort or institution-wide interventions to target increasingly stretched resources where and when they are needed most.

    [With engagement analytics we have] a holistic view of student engagement … We have moved away from attendance at teaching as the sole measure of engagement and now take a broader view to enable us to target support and interventions.

    Richard Stock, Academic Registrar, University of Essex

    In 2018–19, 88% of students at the University of Essex identified as having low engagement at week six went on to withdraw by the end of the academic year. By 2021–22, this had reduced to approximately 20%. Staff reported more streamlined referral processes and effective targeted support thanks to engagement data.

    Bucking the trend at Keele

    The OfS continuation dashboard shows that the Integrated Foundation Year at Keele University sits 8% above the 80% threshold. Director of the Keele Foundation Year, Simon Rimmington, puts this down to how they are using student engagement data to support student success through early identification of risk.

    The enhanced data analysis undertaken by Simon and colleagues demonstrates the importance of working with students to build the right kind of academically purposeful behaviours in those first few weeks at university.

    • Withdrawal rates decreased from 21% to 9% for new students in 2023–24.
    • The success rate of students repeating a year has improved by nearly 10%.
    • Empowering staff and students with better engagement insights has fostered a more supportive and proactive learning environment.

    Moreover, by identifying students at risk of non-continuation, Keele has protected over £100K in fee income in their foundation year alone, which has been reinvested in student support services.

    Teesside University, Nottingham Trent University (NTU) and the University of the West of England (UWE) all referred explicitly to engagement analytics in their successful provider statements for TEF 2023.

    The Panel Statements for all three institutions identified the ‘very high rates of continuation’ as a ‘very high quality’ feature of their submissions.

    • Teesside’s learning environment was rated ‘outstanding’, based on their use of ‘a learner analytics system to make informed improvements’.
    • NTU cited learning analytics as the enabler for providing targeted support to students, with reduced withdrawals due to the resulting interventions.
    • UWE included ‘taking actions … to improve continuation and completion rates by proactively using learning analytics’ to evidence their approach.

    The OfS continuation dashboard backs up these claims. Table 1 highlights data for areas of concern identified by the OfS. Other areas flagged as key drivers for HEIs are also included. There is no data on entry qualifications. All figures where data is available, apart from one[1], are significantly above the 80% threshold.

    Table 1: Selected continuation figures (%) for OfS-identified areas of concern (taught, full-time first degree 2018–19 to 2021–22 entrants)

    The Tees Valley is the second most deprived of 38 English Local Enterprise Partnership areas, with a high proportion of localities among the 10% most deprived nationally. The need to support student success within this context has strongly informed Teesside University’s Access and Participation Plan.

    Engagement analytics, central to their data-led approach, ‘increases the visibility of students who need additional support with key staff members and facilitates seamless referrals and monitoring of individual student cases.’ Engagement data insights are integral to supporting students ‘on the cusp of academic failure or those with additional barriers to learning’.

    The NTU student caller team reaches out to students identified by its engagement dashboard as being at risk. They acknowledge that the intervention isn’t a panacea, but the check-in calls are appreciated by most students.

    Despite everything happening in the world, I wasn’t forgotten about or abandoned by the University.
    NTU student

    By starting with the highest risk categories, NTU has been able to focus on those most likely to benefit from additional support. And even false positives are no bad thing – better to have contact and not need it, than need it and not have it.

    What can we learn from these examples?

    Continuation rates are under threat across the sector resulting from a combination of missed or disrupted learning through Covid, followed by a cost-of-living crisis necessitating the prioritisation of work over study.

    In this messy world, data helps universities – equally challenged by rising costs and a fall in fee income – build good practice around student success activity that supports retention and continuation. These universities can take targeted action, whether individually, at cohort level or in terms of resource allocation, because they know what their real-time engagement data is showing.

    All universities cited in this blog are users of the StREAM student engagement analytics platform available from Kortext. Find out more about how your university can use StREAM to support improvements in continuation.

    [1] The Teesside University Integrated Foundation Year performs above the OfS-defined institutional benchmark value of 78.9%.

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  • Increasing Classroom Engagement – Faculty Focus

    Increasing Classroom Engagement – Faculty Focus

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  • Reaching peak engagement in K-12 science education

    Reaching peak engagement in K-12 science education

    Key points:

    More than half of science teachers believe the most important value of science education is how it contributes to students’ curiosity, critical thinking, and creativity, according to a new report from LEGO Education. But are today’s students truly engaging with science education?

    LEGO Education’s State of Classroom Engagement Report: Science Edition surveyed more than 6,000 global teachers, parents, students, and U.S. administrators to gather data that can offer insight to support educators as they strive to engage their students in science learning.

    Science learning builds life skills students will use even if they do not pursue the science in college or as a career. It also increases student engagement and well-being, but here’s the catch: Students have to feel connected to the material in order to build these skills.

    Just over half of global science teachers say their students are engaged in science, which points to a critical need to boost engagement in the subject, according to the report. Interestingly, students say they are more engaged in science than they are in school overall. Only one-third of teachers worldwide indicate that their students are engaged in the classroom. Schools could leverage students’ interest in science to build schoolwide engagement–a key factor tied to student well-being.

    When students aren’t engaged in science, what’s behind that lack of engagement? Often, they’re intimidated before they even learn the material, and they assume the topics are too challenging. Students lose confidence before they even try. Of students who say science is their least-favorite topic, 45 percent say science is too hard and 37 percent say they are bad at science. What’s more, 77 percent of global teachers say they believe students struggle because of complex concepts and curricula, and they’re searching for for impactful resources that support every student’s success.

    “If students think they’re not good at the subject or avoid it, we risk losing an entire generation of innovators and problem solvers,” said Victor Saeijs, president of LEGO Education, in the report.

    How can educators reach students who struggle to engage with science? Hands-on science learning is the key to piquing student curiosity, prompting them to engage with learning material and build confidence as they explore science concepts. Sixty-two percent of science teachers say hands-on activities drive student engagement in science. Seventy-five percent of science teachers who do incorporate hands-on activities believe this approach leads to higher test scores and grades.

    More students need access to hands-on science learning. Only 55 percent of students say they regularly get hands-on experiences–these experiences usually require extra time and resources to plan and execute. Eighty-two percent of science teachers say they need more ways to teach science with play and hands-on methods.

    Having access to hands-on science learning experiences increases students’ confidence, giving them the boost they often need to tackle increasingly tough-to-learn concepts:

    • 73 percent of students with access to hands-on learning opportunities report feeling confident in science
    • Just 52 percent of students who do not have access to hands-on learning report feeling confident in science

    Hands-on experiences in science drive:

    • Learning outcomes: 71 percent of science teachers who incorporate hands-on, playful learning believe the methodology supports higher test scores and grades
    • Engagement for all learners: 84 percent of U.S. teachers and 87 percent of administrators think that hands-on experiences help all types of learners engage with science concepts
    • Love of science: 63 percent of students who love science credit their passion to regular hands-on experiences
    • Confidence: 79 percent of students who have hands-on science experiences are confident in the subject

    Administrators and science teachers are short on time and need hands-on tools and resources to quickly engage students in learning:

    • 59 percent of U.S. administrators and 54 percent of science teachers say they need more tools to engage students in science
    • Nearly one-third of U.S. students do not get hands-on science experiences.
    Laura Ascione
    Latest posts by Laura Ascione (see all)

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  • Running a Workshop: Guidelines for Engagement and Impact – Faculty Focus

    Running a Workshop: Guidelines for Engagement and Impact – Faculty Focus

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  • Running a Workshop: Guidelines for Engagement and Impact – Faculty Focus

    Running a Workshop: Guidelines for Engagement and Impact – Faculty Focus

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  • The higher education sector needs to come together to renew its commitment to enhancing student engagement

    The higher education sector needs to come together to renew its commitment to enhancing student engagement

    “Engagement, to me, is probably…getting the most out of university…taking and making the most of available opportunities.”

    This quote, from Queen’s University Belfast students’ union president Kieron Minto sums up a lot of the essential elements of what we talk about when we talk about student engagement.

    It captures the sense that the higher education experience has multiple dimensions, incorporating personal and professional development as well as academic study. Students will be – and feel – successful to the extent that they invest time and energy in those activities that are the most purposeful. Critically, it captures the element of student agency in their own engagement – higher education institutions might make opportunities available but students need to decide to engage to get the most from them.

    In recent years “student engagement” has suffered from the curse of ubiquity. Its meanings and applications are endlessly debated. Is it about satisfaction, academic success, personal growth, or a combination of factors? There is a wealth of examples of discrete projects and frameworks for thinking about student engagement, but often little read-across from one context to another. We can celebrate the enormous amount of learning and insight that has been created while at the same time accepting that as the environment for higher education changes some of the practices that have evolved may no longer be fit for purpose.

    Higher education institutions and the students that are enrolled in them face a brace of challenges, from the learning and development losses of the Covid pandemic, to rising costs and income constraints, to technological change. Institutions are less able to support provision of the breadth of enriching opportunities to students at the same time as students have less money, time, and emotional bandwidth to devote to making the most of university.

    The answer, as ever, is not to bemoan the circumstances, or worse, blame students for being less able to engage, but to tool up, get strategic, and adapt.

    Students still want to make the most of the opportunities that higher education has to offer. The question is how to design and configure those opportunities so that current and future students continue to experience them as purposeful and meaningful.

    Fresh student engagement thinking

    Our report, Future-proofing student engagement in higher education, brings together the perspectives of academic and professional services staff, higher education leaders, and students, all from a range of institutions, to establish a firm foundation of principles and practices that can support coherent, intentional student engagement strategies.

    A foundational principle for student engagement is that students’ motivations and engagement behaviours are shaped by their backgrounds, prior experiences, current environments, and hopes and expectations for their futures – as explained by Ella Kahu in her socio-cultural framework for student engagement (2013).

    It follows that it is impossible to think about or have any kind of meaningful organisational strategy about student engagement without working closely in partnership with students, drawing on a wide range of data and insight about the breadth of students’ opinions, behaviours, and experiences. Similarly, it follows that a data-informed approach to student engagement must mean that the strategy evolves as students do – taking student engagement seriously means adopting an institutional mindset of preparedness to adapt in light of feedback.

    Where our research indicates that there needs to be a strategic shift is in the embrace of what might be termed a more holistic approach to student engagement, in two important senses.

    The first is understanding at a conceptual level how student engagement is realised in practice throughout every aspect of the student journey, and not just manifested in traditional metrics around attendance and academic performance.

    The second is in how institutions, in partnership with students, map out a shared strategic intent for student engagement for every stage of that journey. That includes designing inclusive and purposeful interventions and opportunities to engage, and using data and insight from students to deepen understanding of what factors enable engagement and what makes an experience feel purposeful and engaging – and ideally creating a flow of data and insight that can inform continuous enhancement of engagement.

    Theory into practice

    Our research also points to how some of that shift might be realised in practice. For example, student wellbeing is intimately linked to engagement, because tired, anxious, excluded or overwhelmed students are much less able to engage. When we spoke to university staff about wellbeing support they were generally likely to focus on student services provision. But students highlighted a need for a more proactive culture of wellbeing throughout the institution, including embedding wellbeing considerations into the curriculum and nurturing a supportive campus culture. Similarly, on the themes of community and belonging, while university staff were likely to point to institutional strategic initiatives to cultivate belonging, students talked more about their need for genuine individual connections, especially with peers.

    There was also a strong theme emerging about how institutions think about actively empowering students to have the confidence and skills to “navigate the maze” of higher education opportunities and future career possibilities. Pedagogies of active learning, for example, build confidence and a sense of ownership over learning, contributing to behavioural and psychological engagement. Developing students’ digital literacy means that students can more readily deploy technology to support connection with academics and course peers, make active critical choices about how they invest time in different platforms, and prepare for their future workplace. Before getting exercised about how today’s students do not arrive in higher education “prepared to engage,” it’s worth remembering just how much larger and more complicated the contemporary university is, and with these, the increased demands on students.

    While there is a lot that institutions can do to move forward their student engagement agenda independently, there is also a need for a renewed focus on student engagement from the higher education sector as a whole. The megathemes contributing to shifting student engagement patterns are shared; they are not distinctive to any institution type, geography, or student demographic.

    The promise of higher education – that you can transform your life, your identity and your future through a higher education experience – only holds true if students are willing and able to engage with it. This demands a unified effort from all involved.

    Institutions must prioritise student engagement, placing it at the heart of their strategies and decisions. Furthermore, the higher education sector as a whole must renew its focus on student engagement, recognising its fundamental role in achieving the goals of higher education. Finally, as regulatory bodies evolve their approach to the assessment and enhancement of academic quality, student engagement must once again be put front and centre of the higher education endeavour.

    This article is published in association with evasys. You can download a copy of Future-proofing student engagement here.

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  • Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Personalized Communication Strategies That Drive Student Engagement in Higher Education

    Key Takeaways:

    • Personalized, timely, and relevant communication is key to engaging prospective students and meeting enrollment goals in higher education.




    • Effective strategies rely on immediacy, relevance, automation, and trackability, ensuring impactful and consistent interactions.




    • Omnichannel outreach, using a mix of email, SMS, print, and digital platforms, enhances visibility and builds trust by meeting students where they are.




    • Data-driven tools enable tailored, personalized communication, real-time adjustments, and sustainable strategies.

     

    Connecting with prospective undergraduate students in meaningful ways requires a thoughtful blend of strategy, immediacy, and personalization. Gone are the days when generic messaging could effectively spark interest or drive engagement. Today’s prospective students expect communications that reflect an understanding of their individual needs, aspirations, and priorities and their value to your institution.

    Institutions aiming to enhance their enrollment strategies must adopt a more data-informed and strategic approach to communication. This means reaching out with the right message, at the right time, and through the right channels.

     

    Laying the Foundation for Communication Success

    Effective communication with students is built on four key principles: immediacy, relevance, automation, and trackability. Each element plays a critical role in ensuring that interactions resonate with students and influence their decision-making process.

    • Immediacy: Quick and timely responses that change as students’ behaviors change demonstrate attentiveness and can make a significant impression on prospective students. Delays in following up on inquiries or campus visits risk the loss of momentum and interest. Statistics show that the school that responds to inquiries first is more likely to convince that student to enroll.




    • Relevance: Tailored, personalized communication should go beyond basic name inclusion. Students expect messages that address their specific interests. Misaligned content, such as sending information unrelated to a student’s expressed major, can quickly undermine trust.




    • Automation: Streamlined, automated workflows keep communication consistent and dependable, even during staff transitions or times of high demand. Manual processes, such as college fair follow-ups that sit unprocessed for long periods, can derail engagement. Automation prevents these bottlenecks, enabling timely responses even when staff are unavailable.




    • Trackability: Monitoring communication effectiveness helps institutions refine their strategies and optimize ROI.

    By integrating these principles, higher education institutions can deliver a cohesive and impactful communication strategy that strengthens student engagement and builds trust.

     

    The Importance of Omnichannel Outreach

    While email has long been—and remains—a cornerstone of communication, relying on it exclusively is no longer sufficient. The sheer volume of emails students receive daily makes it easy for even the most well-crafted messages to be overlooked. To stand out, institutions must adopt an omnichannel approach with campaigns that combine email with print materials, SMS messaging, voice blasts, digital ads, social media engagement, and microsites, all tailored to student interests.

    Each channel serves a unique purpose for student engagement in higher education. Print materials, for example, are particularly effective at involving families in the decision-making process. A well-designed brochure placed on a kitchen table can spark conversations among family members, especially parents, who are often key influencers in the college selection process.

    Similarly, integrating consistent, tailored messaging across multiple channels ensures that students receive a seamless experience. Whether they encounter an institution on social media, via a targeted ad, by SMS message, or through an email campaign, the message should feel cohesive and tailored to their interests. Omnichannel strategies, timed appropriately through the enrollment timeline, not only improve visibility but also demonstrate an institution’s commitment to meeting students where they are, thus building trust and rapport.

     

    Leveraging Data for Personalization

    Modern communication strategies must be rooted in data. By analyzing student preferences and behaviors, institutions can craft messages that resonate on an individual level. With data-informed insights, institutions can identify what matters most to prospective students—whether that’s career outcomes, financial aid, or specific academic opportunities—and address those priorities directly.

    For example, students interested in STEM programs may be more receptive to communications highlighting research opportunities and faculty expertise, while first-generation students may appreciate messages emphasizing affordability and support services.

    To further maximize impact, institutions can use surveys and initial engagement data to tailor their outreach strategies, which allows them to deploy resources efficiently while maintaining relevance. For example, expensive print materials can be reserved for students who show strong interest in particular programs, while a social media campaign may be more appropriate for inquiries earlier in the enrollment cycle.

    Real-time data tracking lets institutions segment their strategies dynamically. If a particular campaign underperforms across the board or for certain cohorts of students, modifications can be made immediately to better align with student preferences. This agility is essential for maintaining relevance and impact throughout the recruitment cycle.

     

    Building a Sustainable Communication Infrastructure

    Sustainable communication strategies rely on the integration of advanced tools and technologies. While a customer relationship management (CRM) system lays a strong foundation, institutions often need more specialized solutions to elevate their outreach efforts. Liaison offers a suite of products designed to enhance and streamline communication and enrollment strategies, including:

    • Enrollment Marketing (EM): Liaison’s EM software and marketing services help institutions manage and analyze personalized, automated omnichannel campaigns, ensuring consistent and effective messaging across multiple channels.




    • Othot: This AI-driven tool leverages predictive and prescriptive analytics to optimize communication strategies and enrollment decisions, tailoring outreach to align with student behavior and institutional goals.




    • Centralized Application Service (CAS): By simplifying the admissions process for students and providing institutions with tools for marketing, data management, and application processing, CAS supports efficient communication with applicants.

    By incorporating these technologies, along with Liaison’s CRMs, institutions can maintain a seamless and unified communication flow so that prospective students receive timely, relevant, and personalized messages. These solutions also allow institutions to monitor campaign performance and adjust strategies in real-time, maximizing the effectiveness of resources and making messaging more impactful for target audiences. This integration reduces reliance on fragmented workflows, preventing gaps or delays caused by disconnected platforms.

    Aligning tools and strategies across departments using Liaison’s technologies keeps messaging consistent and impactful, even as prospective students engage with multiple touchpoints throughout their journey.

     

    Achieving Long-Term Engagement

    Effective communication with students is about building relationships that extend beyond the initial stages of recruitment. Institutions that invest in understanding and addressing the unique needs of their prospective students position themselves as partners in their academic journey.

    By delivering personalized, timely, and relevant messages through multiple channels, institutions can foster deeper connections and enhance student engagement in higher education. As the competitive landscape of enrollment continues to shift, adopting a strategic and data-informed approach to communication will remain essential for success.

    Ready to elevate your communication strategies? Discover how Liaison’s advanced tools and technologies can transform how you connect with prospective students. From personalized, omnichannel campaigns to data-driven insights, our solutions help you engage students meaningfully and meet your enrollment goals. Contact us today to learn more.

    About the Author

    Craig Cornell is the Vice President for Enrollment Strategy at Liaison. In that capacity, he oversees a team of enrollment strategists and brings best practices, consultation, and data trends to campuses across the country in all things enrollment management. Craig also serves as the dedicated resource to NASH (National Association of Higher Education Systems) and works closely with the higher education system that Liaison supports. Before joining Liaison in 2023, Craig served for over 30 years in multiple higher education executive enrollment management positions. During his tenure, the campuses he served often received national recognition for enrollment growth, effective financial aid leveraging, marketing enhancements, and innovative enrollment strategies.

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  • Engagement and wellbeing analytics: the whole is greater than the sum of the parts

    Engagement and wellbeing analytics: the whole is greater than the sum of the parts

    By Rachel Maxwell, Principal Advisor at Kortext.

    Data at the heart of student support

    A successful and integrated framework for academic support that is built around students comprises three core elements: data, theory and people. The university ‘ethos’ around student support frames the collection and use of data that in turn are both interpreted and used by staff to collaboratively design meaningful interventions with students to support engagement, wellbeing and academic development. The data proxies used to support academic engagement are proven and well-established (see Foster and Siddle, 2019; Rimmington, 2024; University of Essex, 2023). Data proxies for wellbeing are more embryonic in nature and it is less clear how to effectively use both data sets effectively to maximise the overall impact on student success.

    Mental health matters

    That the sector, if not the country, is facing an unprecedented crisis in the mental health of young people is well established. Underreporting or non-disclosure of issues masks the true scale of the picture, and the increasing severity of those issues imposes an additional layer of complexity and resource for higher education providers to address.

    Ways to address the crisis, using student data, are therefore logical and essential, but also unclear. The Jisc Core Specification for Student Engagement Analytics identifies five wellbeing data points that indicate risks to retention and continuation alongside six more traditional student engagement data points. The inclusion of wellbeing analytics is an essential part of a whole provider approach to supporting student success alongside access and participation activity or the embedding of the University Mental Health Charter from Student Minds. Successful initiatives can now be shared via TASO’s Student Mental Health Evidence Hub.

    The evaluation of an Office for Students mental health and analytics project at Northumbria University concluded that student wellbeing can be accurately predicted and can provide operational value to intervention models within student support in addition to students requiring academic support identified through engagement or learning/learner analytics. And while poor mental health is likely to evidence itself in non-engagement, not all non-engagement is indicative of a wellbeing risk.

    … but it’s complex

    Universities grappling with the thorny issue of accurately identifying students who are struggling and need support with their mental health will naturally be considering whether the Northumbria approach can be successfully transferred and scaled up within their own settings. Answering this question is particularly important in the case of initial non-disclosure or subsequent development of mental health issues, particularly given the fairly significant caveats associated with the project:

    • Data cleanliness, accuracy and availability is essential – but it was only possible following a decade-long data and digital transformation project at the university
    • Over 800 data variables were reviewed alongside dynamic data from relevant systems and associated student support facilities
    • Human decision-making by mental health and wellbeing experts remains central, to ‘see’ the person behind the risk rating, avoid potential ‘blind spots’, false positives and ‘misses’, and, crucially, to understand how an individual’s mental health is actually impacting their university experience
    • Although deemed successful, the Northumbria project has not (yet) resulted in a deliverable service.

    The whole is greater than the sum of the parts

    The Kortext student engagement analytics product, StREAM, provides an effective comparison point with early work to turn wellbeing indicators into effective data proxies suitable for risk determination.

    One critical difference is that StREAM can effectively identify risk with an average of 90% accuracy based on data drawn from just 2 core systems – the VLE and the student record. However, identification of the causes of disengagement comes only through meaningful conversations with students, based both on their data and on contextual information about personal and demographic circumstances. It is important that the significance of those circumstances is explored collaboratively with the student at a relevant time to determine subjective impact, rather than presuming risk in advance.

    In light of the mental health crisis, effective, holistic student support requires the use of analytics based on both engagement and wellbeing to provide frontline staff with a richer picture of their students. This approach will also enable universities to demonstrate that they have discharged their legal responsibilities to their students as fully as possible. Waiting until a possible mental health situation is starting to manifest in a student’s engagement data may be seen as too late and potentially too risky, being reliant upon all staff members to identify and act upon risk at the precise moment the student starts to disengage with their learning. While the need to provide ongoing information, advice and guidance to all students has long been identified as good practice, tailoring that messaging based on predictive and unsubstantiated subjective risk requires handling with care.

    What next for health and wellbeing analytics?

    Deploying engagement and wellbeing analytics together across an institution is complex. One size will not fit all in terms of using one approach to achieve dual objectives (retention/continuation and wellbeing), nor will the approach be the same across all institutions. More research is required to explore a range of questions, including:

    1. How many of the students identified as being ‘at risk’ by an engagement analytics system require mental health support?
    2. How many of those who don’t (at least initially) disclose a mental health condition, were subsequently identified as having low or no engagement by an engagement analytics system?
    3. Would the use of the wellbeing analytics proxies identify the same group of students as having mental health concerns as those picked up by an engagement analytics system and, following a conversation, be appropriately categorised as having a mental health concern?
    4. What level of confidence can be placed in each data set in terms of identifying the right students and, critically, doing so at the right time?
    5. Can the wellbeing data points inform the development of a mental health algorithm, when such data points are not easily reduced to a 1 or 0?
    6. What are the policy implications of a combined approach – both across the sector and within institutions – to demonstrate that a university has actively and meaningfully met their legal responsibilities for all students?
    7. How can ‘prior knowledge of a possible risk’ be combined with near real-time data in a student analytics platform to pinpoint an acute mental health situation and support early intervention?

    Here at Kortext, we are interested in undertaking in-depth research with universities and others to explore these questions and find ways to use both data sets to support successful academic outcomes and a healthy student population. If you’re interested, please let us know here: www.kortext.com/stream/contact

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