Tag: planning

  • Workforce Planning Meets AI: A Blueprint for Smarter Surveys – CUPA-HR

    Workforce Planning Meets AI: A Blueprint for Smarter Surveys – CUPA-HR

    by Christy Williams | May 21, 2025

    For HR professionals in higher education, workforce planning has evolved into a strategic discipline. Filling positions is no longer enough — leaders must anticipate talent needs, support professional growth and align development opportunities with institutional goals. A well-designed needs assessment gives HR teams the insight to take action with confidence and create lasting impact.

    In the CUPA-HR webinar, Survey Says! Using HR Data and AI to Maximize Analysis of Needs, presenters from Harvard University’s Center for Workplace Development shared how their team designed and executed a large-scale, data-informed, AI-supported needs assessment. The goal? To better understand learning needs and create targeted strategies for professional growth across a decentralized institution.

    Here are the key takeaways from their process.

    Start With a Strategic Why

    Before sending a single survey question, clarify what you’re hoping to learn — and why it matters.

    At Harvard, the team began their needs assessment with a clear objective to understand learning and development needs across various employee groups as part of a larger workforce strategy. This meant designing a survey aimed at uncovering more than surface-level training needs, asking instead: What do our employees really need to grow and thrive in their roles?

    Their advice to other HR teams is to anchor your assessment in your institution’s strategic goals and organizational context. Let that “why” guide your survey design from the start.

    Design a Survey That Reflects Your Workforce

    A successful needs assessment is tailored to the specific population it serves rather than one-size-fits-all.

    Harvard’s workforce includes individual contributors, supervisors and executives across many schools and units. Their team created targeted questions for each group and pre-populated some responses using data from their HRIS system to reduce survey fatigue and improve accuracy.

    Make sure your questions are relevant to different audience segments, and use the data you already have to streamline the experience for respondents.

    Boost Participation Through Targeted Communications

    Even the best survey won’t produce results without strong participation. Driving engagement was one of the biggest challenges for Harvard, as it is for many institutions. Their team addressed this by securing leadership support, crafting targeted communications and clearly communicating the value of the survey to employees.

    To boost response rates on your own campus, consider using champions across departments, timing your outreach thoughtfully and explaining how the data will be used to benefit staff.

    Use AI Thoughtfully to Analyze Large Data Sets

    If your survey includes open-ended responses, you’ll likely end up with more data than you can quickly process — especially if your institution is large. This is where AI can help.

    Harvard’s team used a combination of AI tools to analyze thousands of comments and identify themes. But they stressed that the human element remained critical. They invested time in crafting the right prompts, testing outputs and verifying results before presenting them to stakeholders.

    Their approach to AI offers an important lesson: AI can accelerate analysis and bring fresh insights, but it’s not a shortcut. You need to build a process that includes human judgment, data verification and transparency.

    Integrate HR Data for Deeper Insights

    One of the most impactful decisions the Harvard team made was linking survey responses to existing HR data. This allowed them to connect learning needs to specific job roles, departments and demographics — enabling more targeted follow-up and planning.

    By incorporating HRIS data, they were also able to personalize survey questions and reduce respondent burden. That integration enhanced both the quality of their data and their ability to act on it.

    If you’re planning a survey, consider how existing HRIS data can be used to sharpen your questions and deepen your analysis.

    Turn Results Into Action

    The final — and perhaps most critical — step is using what you’ve learned.

    At the time of the webinar, the Harvard team was in what they described as the “where are we now” stage and had begun implementing some of the recommendations from their survey analysis. They emphasized the importance of translating results into practical strategies that support learning and development, talent mobility and organizational effectiveness.

    To do the same on your campus, be sure to:

    • Share key findings transparently with stakeholders.
    • Identify priority areas for development or investment.
    • Use insights to shape programming, leadership development or change management strategies.

    Embrace Experimentation and Continuous Learning

    The Harvard team acknowledged that this process wasn’t perfect — and that was okay. They embraced experimentation, learned from trial and error, and remained open to improving their approach as they went.

    Their experience is a reminder that innovation in higher ed HR — especially when integrating AI — is a journey. Don’t be afraid to pilot new tools and adjust your process.

    Watch the Webinar Recording

    Interested in learning more about Harvard’s process? The full webinar recording and slide deck are available here.

    More CUPA-HR Resources

    Harnessing the Power of Big Data for Sound HR Decision Making — This article examines using workforce data to make good business decisions with confidence.

    Data Visualization and Storytelling Tips and Tools for HR — This on-demand CUPA-HR webinar covers practical tips and tools you can use to share compelling data stories and data visualizations.

    AI in Higher Education HR Toolkit — Best practices and tools for using AI technologies thoughtfully and safely.



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  • How do you get from skills planning to effective learning provision?

    How do you get from skills planning to effective learning provision?

    For countries, regions and organisations across the UK and globally linking learning and skills has been a perennial problem. Employers and governments talk about skills gaps and shortages and look to education and skills providers to plug them. If it were that simple, gaps would be plugged already – so what gets in the way? And how might we create the conditions to overcome challenges and build a system that works?

    Through the Regional Tertiary Pathfinders programme the Scottish Funding Council (SFC) worked alongside enterprise and skills partners and colleges and universities to take a “learning by doing” approach to finding out how Scotland’s tertiary education and skills system can be made more responsive, more integrated, and better able to support regional economies.

    Seven pilot projects operating in the North East and South of Scotland helped us do just that, providing a real-world opportunity to learn from their work to deliver quick improvements. We are grateful to all the people in colleges, universities and regional organisations that have been involved along the way.

    The projects are delivering changes in their curriculum, course offer and marketing materials which will have positive impacts for learners, improving the information on which they base their choices, smoothing and supporting learner journeys and pathways, and enabling them to progress into key areas of employment in the region or beyond.

    Working regionally and as part of the programme, the education partners involved – three colleges, three universities and a tertiary institution – have been able to test how best to deliver ‘“next level” collaboration and together determine how best to achieve a shared local understanding of issues and needs.

    The programme has also enabled us to test what collaboration across the two halves of tertiary provision might look like. Too often people think tertiary means merging colleges and universities – it might, but there are other models. We’ve been able to see new forms of shared governance develop, pursuing a greater emphasis on a systems approach which moves to lower, blur or remove some institutional boundaries.

    Learning from experience

    As one of the Pathfinder participants told us: “Defining what is different about the approach is important, it’s not just a talking shop; it’s about getting things done and meeting the needs of our young people and industry and for the region.”

    The programme has been rich and multidimensional, providing insights at a project, regional and system level. I can only provide a flavour of the learning here with much more specific and practical learning contained in the reports, videos and other resources published on the Scottish Funding Council’s website.

    At a programme and system level the factors for success have been:

    Creating the right conditions for collaboration. It is important to have the right governance structures to facilitate effective collaboration with clear roles and responsibilities for development and delivery. It is also crucial that senior leaders provide the authorising environment for the work and are seen to be actively involved and supportive.

    Working together differently. This was made possible by focusing on joint curriculum development, shared resources, and regional agreement on shared priorities. It enabled institutions to collaborate to create more effective learner pathways, courses and information products. Examples from the programme demonstrate how deeper, sustained partnerships between colleges, universities, and employers contributed to more dynamic and responsive education models, providing benefits to both learners and the regional economy.

    Different models of collaboration. Formal institutional agreements emerged and provided long-term stability, while informal partnerships allowed for flexibility and adaptability in responding to emerging regional demands – and both provided opportunities for collaborations to grow and deepen into new curriculum areas.

    Skills planning partnerships operating to influence the successful development of learning provision. It is vital that there is a clear and coherent approach to accountability so there is clarity about the roles and responsibilities of various stakeholders within existing regional and local partnership planning fora in developing and delivering regional skills priorities and associated provision.

    Improving communication channels and formalising responsibilities ensures all partners understand their contributions to skills planning, enabling more effective alignment between educational pathways and regional economic needs. To enable more cohesive skills planning across sectors and partnerships, educational institutions should be empowered to lead skills responses – effectively using their brokering role to plan across multiple local authority areas and partnerships within a region.

    Supporting long term success

    Spreading and sustaining impact will be important as we move from programme to business as usual. Some key features which support both project and longer-term success include:

    Inter-regional collaboration: A consistent feature across all projects was the collaboration between institutions in different localities, aligning their programmes and resources to serve the broader region. This approach has not only reduced duplication but also created more cohesive learning pathways. Expanding this model to other sectors and regions offers the potential to improve coordination, ensuring consistent and accessible educational opportunities across local authorities.

    Recognising the role of the project co-ordinator: The project co-ordinator played a critical role in ensuring project success by facilitating collaboration, engaging the right stakeholders, and maintaining continuous progress. The success of this role demonstrates its potential to be scaled and adapted for use in other projects, ensuring smooth facilitation of partnerships and sustained momentum in multi-institutional collaborations.

    Data sharing and collaborative analysis: Several projects benefited from data-sharing agreements that allowed institutions to analyse application and enrolment data together. Shared analysis helped align recruitment strategies, improve learner outcomes, and enhance marketing efforts. The model of using shared data to drive collaborative insights and decision-making can be scaled to other institutions, sectors, or regions, offering a framework for improving alignment between educational programmes and market needs.

    Cross-institutional dialogue at multiple levels: A key feature of projects was regular dialogue between senior leaders, heads of departments, and professional service teams (including recruitment, admissions, and marketing). This dialogue enhanced collaboration at multiple levels, ensuring that institutions were aligned in their goals and activities. The multi-level dialogue model can be adopted by other institutions aiming to build closer working relationships across departments and leadership levels.

    Sustaining collaboration

    My list for enduring skills partnerships includes:

    • Developing a shared understanding of how to work together within the learning, skills and economy regional planning structures.
    • Avoiding over-reliance on individual relationships, which can be put at risk due to staff turnover. Take a systems-based approach instead – there is a role for the Scottish Government and SFC in creating the conditions for the system to work effectively.
    • Recognising there is an institutional cost associated with co-ordination and appropriately resource the partnership element of the work.
    • Having a dual focus on doing things together and maintaining the relationships that underpin joint delivery.
    • Obtaining meaningful buy-in from leaders at all levels, to enable and encourage staff to take the time required to build relationships and explore opportunities for deeper collaboration.
    • Discussing and agreeing attitude to risk – how open are partners to exploring and testing innovative solutions?
    • Including regular review points (as built into the Pathfinders programme) where partners step back and review, reflect and adapt together.
    • Facilitating better liaison with employers. For example, encourage more industry engagement in curriculum for a wider range of work-based learning opportunities.
    • Improving data sharing, e.g. Create central data sharing agreements to reduce institutional burdens, and have overarching tracking data for all.
    • Continuing to ask the questions:
      1. How far will our proposals meet learner, employer and societal needs?
      2. To what extent will they enable us to cope with increasingly tightening budget settlements?

    A project lead told us: “What makes the approach successful is being really clear about what we’re trying to achieve; using action plans for delivery means people own the actions and the outcomes; they can see that the outcomes will make a real difference to learners, college staff, employers and employees and make life easier for business providers in the region.”

    We want colleges and universities across Scotland to be inspired by what we’ve learnt through this programme and to use the Pathfinders resources to see what is possible. I hope the lessons learned (things to do, and things to avoid!) can be used to roll out a new approach more widely. The Pathfinders are an example of policy making as bottom-up, action-based research.

    The full suite of Pathfinders reports is now available Regional Tertiary Pathfinders – Scottish Funding Council.

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  • AI and College Planning: The Four Types of Students

    AI and College Planning: The Four Types of Students

    How different students navigate college planning

    Let’s talk about how students really tackle college planning. Forget the stereotypes about Gen Z being glued to their phones or allergic to human interaction. Our latest research reveals something more interesting: there isn’t just one type of college searcher anymore.

    In our recent research with TeenVoice we identified four distinct personalities in how students approach their college planning, especially when it comes to using AI tools. And trust me, the results might surprise you!

    Meet the cast of characters

    First are the AI Pioneers – your early adopters who aren’t afraid to try new things. They’re all over college websites (62% of them use them!), but here’s the kicker: they still heavily rely on counselors (46%) and family input (48%). These students aren’t replacing human connection with technology; they combine both. They’re natural experimenters, comfortable jumping between digital and traditional resources to find what works best for each task.

    Then there’s the AI Resistors. Despite their name, these students aren’t living under a rock – they’re actually the most likely to use counselors (55%). They’re old school in the best way possible, preferring face-to-face conversations over digital solutions. They are the “let’s grab a coffee and talk about it” crowd. For them, learning is deeply personal and relationship-based.

    The AI Aspirers are our “interested but cautious” group. They’re spread evenly across their resources – about 40% use college websites, counselors, and social media. They’re curious about AI but haven’t fully embraced it yet. Think of them as methodical learners who want to understand all their options before diving in.

    Finally, we have the AI Fence Sitters. These students are taking a more minimal approach across the board. They use college websites (40%) and family advice (38%), but they’re less likely to engage with any resource intensively. They might be overwhelmed by choices or still finding their preferred learning style.

    The bigger picture: it’s about learning styles, not just tools

    Here’s what makes these personas so fascinating: they’re not just about technology preferences. They reveal fundamental differences in how students learn, process information, and make decisions. The AI Pioneer isn’t just tech-savvy; they’re likely an active learner who thrives on exploring multiple information channels. The AI Resistor isn’t anti-technology; they’re probably someone who processes information best through dialogue and personal interaction.

    Remember when we started talking about differentiated instruction in education? How we recognized that students learn differently and need various pathways to success? Well, these personas are telling us the same story about college planning. Some students will grasp complex college decisions better through AI-powered interactive tools, while others need face-to-face conversations to process the same information, and that’s OK, or it should be!

    The evolution of college planning

    This isn’t just about adding new tools to the toolbox. It’s about recognizing that the college planning journey itself looks different for each student. An AI Pioneer might start their search with ChatGPT, bounce to a college’s website, then validate their findings with a counselor. An AI Resistor might begin with a counselor meeting, use that framework to explore college websites, and rely on family discussions to process what they’ve learned.

    Think about it: we’ve spent decades in K-12 education adapting to different learning styles – visual, auditory, kinesthetic, you name it. Isn’t it time we brought that same thoughtful approach to college planning? Our research suggests students are already naturally gravitating toward their preferred learning styles. Now it’s our turn to meet them there!

    Supercharge your enrollment outreach with AI

    RNL’s enrollment experts can help you understand how AI can help you engage more students on a personalized level at a scale your institution can handle. Ask for a complimentary consultation and we’ll discuss the best ways to add AI to your toolkit.

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    What does this mean for institutions?

    Understanding these personalities is only helpful if it leads to action. So, how can colleges adapt?

    1. Mix it up, but keep it human

    Every group, even the most tech-savvy, still values real human connections. AI can be useful, but it shouldn’t replace personalized outreach. Offer multiple ways for students to engage—AI chat tools, live Q&A sessions, and good old-fashioned phone calls.

    2. Optimize college websites for different search styles

    Since college websites are a top resource across all groups, they must serve different user preferences. Consider interactive AI tools for Pioneers and Aspirers while ensuring Resistors and Fence Sitters can easily find traditional contact options.

    3. Equip counselors with the right tools

    Counselors are still a major influence, especially for Resistors. Provide them with updated guides, resources, and training so they can confidently support all types of students—whether AI-driven or not.

    4. Keep families in the loop

    Parents remain a critical influence in college decisions. Institutions should create family-friendly resources that explain AI tools while reinforcing the importance of personal conversations.

    5. Offer AI as an option—not a requirement

    Some students love AI, and some won’t touch it. The key is providing flexibility. Let students decide how they engage rather than pushing AI as the default solution.

    The bottom line

    College planning isn’t one-size-fits-all (if it ever was). Some students will embrace AI, while others prefer traditional methods. The most successful institutions will be those that respect these differences, offering flexible pathways that meet students where they are—not where we think they should be. Because, at the end of the day, college search is personal. Whether students chat with AI, sit down with a counselor, or lean on family advice, what truly matters is that they feel supported in finding the right fit.

    Click for larger size

    Learn more in our webinar

    Be sure to watch our webinar, The Four Faces of AI In College Planning, where we will dive into these personas and what we have learned about them. During our session, we will discuss how to:

    • Identify and understand student personas: Gain practical insights into the four distinct student personas.
    • Optimize AI tool strategies: Develop actionable strategies to effectively integrate AI tools in college planning, tailored to meet the needs and preferences of each student persona, ensuring maximum engagement and support.
    • Enhance communication and support systems: Learn how to implement communication and support systems that resonate with each persona, utilizing a blend of digital outreach, peer interaction, and traditional counseling to create a comprehensive support environment.

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  • The Hidden Crisis in College Planning

    The Hidden Crisis in College Planning

    Millions of students and families are caught in a middle-class crunch for affording college.

    Approximately 7-8 million families with school-age children are in the middle-income bracket ($60,000-$200,000). That’s not just a statistic—it’s a massive segment of your potential student population caught in a precarious position.

    According to recent Census data, these families make up about 40% of all U.S. households, with 39% of family households including children under 18. They’re too “wealthy” for significant financial aid but not wealthy enough to write a check without breaking a sweat. Understanding this demographic isn’t just important—it’s crucial for the future of higher education.

    Data from the 2024 Prospective Family Engagement Report from RNL and CampusESP reveals critical insights about this demographic that could reshape how we approach recruitment, financial aid packaging, and communication strategies.

    The data that should change your strategy

    Let’s start with the numbers that matter. Among middle-income families:

    • 71% report loan concerns actively impacting college selection.
    • 69% eliminate institutions based on sticker price before engaging.
    • 60% find financing “difficult” or “very difficult.”
    • 87% rank financial aid among their top five decision factors.

    For enrollment managers, these statistics represent more than just data points—they signal significant leakage in our recruitment funnels before we even have a chance to present our value proposition.

    Decision drivers: Reframing our approach

    The research reveals three primary decision factors for middle-income families:

    • Final cost after aid (71%)
    • Academic program availability (66%)
    • Academic scholarships (51%)

    For those of us in enrollment management, this hierarchy suggests we must lead with net price messaging earlier in the funnel rather than waiting for admitted student communications.

    Communication channels: What’s actually working

    Here’s where we need to check our assumptions. While many institutions are investing heavily in custom apps and elaborate communication plans, the data shows:

    • 88% prefer email communication.
    • 31% would use a parent/family portal.
    • 30% are open to text messages.
    • Only 7% would use institution-specific apps.

    Translation? We might be overcomplicating our outreach strategies and underutilizing our most effective channel.

    Campus visit insights for admissions teams

    Despite our digital transformation efforts, traditional visit experiences still dominate:

    • 68% participate in guided group tours.
    • 40% opt for guided individual tours.
    • 46% conduct self-guided tours.
    • 37% engage with virtual tours.

    This suggests we must reimagine our visit programs to integrate financial conversations earlier in the campus experience, not just at admitted student events.

    2024 Prospective Family Engagement Report

    2024 Prospective Family Engagement Report2024 Prospective Family Engagement ReportThe 2024 Prospective Family Engagement Report dives into the experiences, expectations, and challenges of families during the college planning process. RNL, CampusESP, and Ardeo surveyed more than 11,000 families of prospective college students about:

    • College planning: How many families consider out-of-state institutions? What are their college planning experiences? Do they value and participate in campus visits?
    • Communicating with institutions: Which channels to families prefer? How often do they want to hear from you? Which college planning topics do they value the most?
    • College financing plans: How many families expect paying for college to be difficult? How many plan to borrow? Do they think college is a worthwhile investment?

    Read Now

    Five strategic imperatives for enrollment leaders

    1. Revolutionize financial transparency

    • Move EFC conversations earlier in the recruitment cycle.
    • Implement targeted financial planning workshops.

    2. Optimize communication flow

    • Leverage the strong preference for email with segmented campaigns.
    • Develop parent portals that prioritize financial planning tools.
    • Create clear timelines for aid and scholarship processes.
    • Integrate financial counseling throughout the admission funnel.

    3. Transform campus visits

    • Embed financial aid counselors in regular tour programs.
    • Design value proposition messaging for tour guides.
    • Create flexible scheduling for working parents.
    • Include aid discussions in standard visit protocols.

    4. Strengthen value messaging

    • Focus on ROI metrics that resonate with middle-income families.
    • Showcase relevant alumni success stories.
    • Highlight internship-to-career pathways.
    • Emphasize four-year graduation rates’ impact on total cost.

    5. Reimagine merit strategy

    • Expand mid-range merit band opportunities.
    • Develop clear scholarship retention criteria.
    • Create post-enrollment scholarship opportunities.
    • Consider guaranteed merit aid programs.

    The AI opportunity: Next-generation enrollment tools

    1. AI financial planning assistant

    Implement systems that:

    • Generate dynamic cost projections.
    • Automate scholarship matching.
    • Model various enrollment scenarios.
    • Provide proactive deadline management.
    • Adapt to changing family circumstances.

    2. Smart visit management

    Deploy tools that:

    • Create personalized visit experiences.
    • Coordinate key stakeholder meetings.
    • Offer virtual preview capabilities.
    • Optimize multi-college visit planning.
    • Align visits with aid events.

    3. Financial aid navigation system

    Develop platforms that:

    • Provide 24/7 form completion support.
    • Flag application enhancement opportunities.
    • Compare aid packages systematically.
    • Project career-based loan scenarios.
    • Identify special circumstances early.

    Moving forward: Implementation priorities

    The data presents clear imperatives for enrollment management teams:

    1. Restructure communication flows: Lead with affordability messaging earlier in the funnel.
    2. Integrate technology thoughtfully: Focus on high-impact tools that address specific pain points.
    3. Realign resources: Ensure financial aid counseling is embedded throughout the recruitment process.

    Success in serving middle-income families isn’t just about having the right aid packages—it’s about creating transparent pathways to enrollment that address financial concerns proactively rather than reactively.

    For enrollment managers, this means rethinking how we allocate resources, structure our communication flows, and leverage technology to support our goals. The institutions that will thrive in this environment won’t necessarily be those with the largest aid budgets but those that best understand and address the unique needs of middle-income families throughout the enrollment journey.

    Creating clear pathways for middle-income families

    Let’s put this in perspective: with 7-8 million families with school-age children in the middle-income bracket and 77% believing college is worth the investment, we’re looking at millions of families who need our help to make higher education work for them. The old system of navigating college planning isn’t cutting it anymore.

    The good news? Colleges are starting to get it. The best institutions create clear pathways for these middle-income families, combining high-tech tools with high-touch personal support. Considering that these families represent about 40% of all U.S. households, it becomes clear that serving this demographic isn’t just an option—it’s an imperative for institutional sustainability.

    What your institution can do right now

    1. Develop targeted financial planning tools for this specific demographic.
    2. Create communication strategies that address middle-income concerns directly.
    3. Redesign campus visits to include meaningful financial conversations.
    4. Invest in AI tools that can help these families navigate the complexity.

    Remember: These families aren’t just looking for a college—they’re looking for a partner in making college affordable. The right approach isn’t necessarily about having the lowest sticker price or the biggest name. It’s about understanding and actively helping this crucial demographic bridge the gap between sticker price and reality. The college planning maze might be complex, but with these insights and tools, your institution can lead in serving this vital segment of American families. The future of higher education may well depend on how effectively we serve these 7-8 million families caught in the middle.

    Engage families throughout the college planning process

    Parents and family members can be your biggest enrollment champions. They are the number-one influencers for prospective students. That’s why RNL Student Search to Enrollment makes parent engagement a major part of search campaigns.

    Ask for a for a free walkthrough and see how you can engage students and parents at every stage of the enrollment journey.

    Request walkthrough

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  • Why Personalization in College Planning Matters More Than Ever

    Why Personalization in College Planning Matters More Than Ever

    College planning has become far more complex than filling out forms and writing essays. RNL’s research reveals a striking truth: Today’s students are overwhelmed, skeptical, and craving personalized guidance more than ever before.

    The modern student’s dilemma

    Picture this: Seven out of ten high school students find navigating the college application process challenging. They’re not just intimidated by the paperwork—they’re questioning the entire value proposition of higher education. Half believe they can build a successful career without a college degree, while 60 percent wrestle with whether college is worth their time and money.

    These aren’t just statistics. They represent real students sitting at kitchen tables across the country, staring at their laptops, trying to make one of the most significant decisions of their lives.

    The financial reality check

    Money talks, and it’s speaking louder than ever in college planning. The numbers tell a sobering story: over 90 percent of high school juniors and seniors find financing their education somewhere between “somewhat difficult” and “very difficult.” Even more telling, 60 percent of juniors and 65 percent of seniors will immediately cross a college off their list based on the sticker price alone.

    But here’s where it gets interesting: Financial aid and scholarships have become the primary hook for attracting students, with 81 percent of juniors and 78 percent of seniors ranking them as crucial factors in college choice. This isn’t just about affordability—it’s about perceived value and accessibility.

    The shifting sands of student priority

    What catches a student’s attention these days? The research shows a clear hierarchy:

    • Financial aid and scholarships (63%)
    • Athletic programs (47%) if they are interested in playing sports at the college level
    • Academic programs (43%)
    • Career placement (38%)

    But getting students interested is only half the battle. Our study reveals a fascinating pattern of why initial interest fades. Cost remains the primary deal-breaker, with 57 percent of students citing it as why they lose interest in a school. However, other factors like program availability (37%) and admission concerns (24%) play significant roles, too.

    The power of late-stage decisions

    The most surprising finding is this: 66 percent of students discover and become interested in new colleges during their senior year, and 89 percent apply to these late-discovered schools. This challenges the conventional wisdom about early outreach being the only path to enrollment success.

    The personalization imperative

    Today’s students aren’t just looking for information—they’re looking for recognition. They expect colleges to:

    • Provide program-specific details tailored to their interests
    • Deliver accurate, personalized responses to their questions
    • Acknowledge their unique situations and backgrounds
    • Communicate in culturally relevant ways
    • Use their names (yes, it matters)
    • Recognize and respect their diverse identities

    Making it personal: The path forward

    For colleges and universities, the message is clear: Generic, one-size-fits-all recruitment approaches no longer cut it. The future lies in personalized admissions counseling, tailored communication campaigns, and customized campus experiences. But most importantly, institutions need to address students’ financial concerns head-on with transparent, customized information about costs, aid, and scholarships.

    The bottom line

    The college planning landscape has evolved beyond recognition. Today’s students are savvier, more skeptical, and more demanding than ever. They’re not just looking for a college—they’re looking for one that understands them, values them, and can demonstrate why their investment will pay off.

    The opportunity is enormous for institutions willing to embrace this new reality and invest in personalization. After all, in a world where 72 percent of students find applying to college difficult, being the institution that makes it easier, more precise, and more personal isn’t just good service—it’s a competitive advantage.

    The future of college recruitment isn’t about reaching more students; it’s about reaching each student in the way that matters most to them.

    Learn more about what research says about personalization

    The Importance of Personalization in College Planning: From Interest to Application

    Join me and presenters from our partners Halda for our webinar, The Importance of Personalization in College Planning: From Interest to Application. We will cover trends that may surprise you, insights that can help you increase engagement with students, and actionable strategies you can use.

    Register now to hear more about what the latest research tells us about personalization with students.

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  • Career planning advice for grad students/mentors (opinion)

    Career planning advice for grad students/mentors (opinion)

    lvcandy/DigitalVision Vectors/Getty Images

    As a trained scientist, I had a fantastic research mentor. We talked about my research project, which experiments to prioritize and what the data meant, and we even sometimes discussed personal things like family and ties to home. When I joined his lab, I was open with my mentor about my interest in a teaching career and my desire to run a small research program working primarily with undergraduates. However, my career aspirations evolved over the course of my graduate training, and I found myself hesitant to share my new career goals. Though I recognized that my interactions with my mentor were quite positive and supportive, I still feared that sharing my non–academic scientist aspirations would somehow disappoint him, or worse, that I wouldn’t get the fullest support for my research training.

    Now, as a career development professional who advises biomedical Ph.D. students, I see this same pattern often. Students express feeling comfortable discussing their research and academic endeavors with their research mentors but hesitate when it comes to discussing career plans outside academic research. They fear not receiving the same level of support and training, letting their mentor down, or being seen as less committed to their research and academic pursuits.

    While I find these feelings familiar, I now encourage students to push past these fears. Students can receive valuable guidance and access to further opportunities when they engage in career conversations with their mentors. I also advocate for research mentors to be intentional about incorporating career planning into their training and mentoring conversations. What follows is advice for both students and research mentors for having more productive and positive career conversations.

    For Students

    Having career conversations is a professional skill you can learn.

    The first thing you need to know is you are not alone. Feeling apprehensive about talking to your mentor about your career is completely normal, especially if you have not engaged in these conversations before or if you are expressing a desire to explore careers outside academia. Even if your mentor hasn’t followed the career path you’re considering, they can still offer guidance, opportunities to help you develop transferable skills and connections within their network who may offer inroads into other career sectors.

    Start career conversations early. Waiting until you’re rushing to graduate or scrambling for the next step often results in missed opportunities to prepare effectively. Starting these conversations early gives you time to explore different options, take advantage of targeted learning opportunities and make more informed decisions. For example, you could start the conversation with your mentor by saying, “I’ve been learning about careers in science policy and how Ph.D.s can impact policy and regulatory rules in government roles. I’d love to hear your thoughts on this type of career and any advice you might have for exploring it further.” This approach invites your mentor to join the conversation as a collaborator and can set the stage for regular career conversations.

    Engage in reverse mentorship. Instead of assuming your mentor cannot help with careers outside academia, consider this an opportunity to take a proactive approach in researching career options and sharing what you learn with your mentor. This can help educate your mentor and also serve as a springboard to discuss transferable skills and potential opportunities. For example, you might say, “I’ve been learning about career opportunities for Ph.D.s in biotech project management roles. These positions value skills like leadership, data interpretation and cross-functional communication. Could we talk about how I might develop these skills further in my current work?” This approach positions you as an active learner and invites your mentor to help you acquire the skills you need. As your mentor learns about the transferable skills most relevant to your career preparation, it may also lead to opportunities where you and your mentor can align your research endeavors with skills needed for your future.

    Use an individual development plan to guide regular conversations. Having one career conversation is a great start, but ideally you would have these conversations on a more regular basis. An IDP is a great tool for structuring regular career discussions with your mentor and is often used on an annual or semiannual basis. The IDP can guide you to reflect on your career interests, identify skills you want to develop and set clear, actionable goals. You can then share and discuss your IDP with your mentor during regular check-ins to seek their advice on your goals and progress. This provides a collaborative approach to your career planning, keeps your discussions focused and over all helps you both be more transparent with your planning. Many Ph.D. programs provide their own customized IDPs that incorporate research and career planning. Another widely used resource is the myIDP tool from Science Careers, which provides a step-by-step framework for self-assessment, career exploration and goal-setting.

    For Research Mentors

    You can support career discussions, even outside your area of expertise.

    For research mentors, it’s understandable that these conversations can feel daunting when you don’t have experience in the career fields your students are interested in. However, mentors don’t need to be experts in every career to provide students with meaningful support, valuable connections and opportunities for skill enhancement.

    Normalize career discussions. Encourage your student to talk about their career aspirations early in the mentoring relationship and be supportive of careers outside of academia. This signals to your student that their career is just as important as their research, and you’re invested in helping them succeed whether they choose an academic career or not. You can start by simply saying, “I know your interests may change throughout your studies, but what are some career options you are currently considering after graduate school?” Asking your student what they are considering is a much less intimidating question than “What do you want to do or be?” It also invites your student to be more open with what they are thinking and creates space for their choices to evolve as they gain further experiences.

    Ask questions and offer connections. Even if you don’t know much about, say, a career in science communication or technology commercialization, you can still ask reflective questions to help your student clarify their goals. Asking, “What excites you about this path?” or “What skills do you think are important in that field?” shows interest and invites further conversation. If possible, you can then connect them with lab alumni or professionals in your network who may have more expertise in that specific career field. Your institution may also have a career development office that you can refer your student to for further career-readiness support. If you truly don’t know about the career, sharing a willingness to learn can set the stage for productive conversations in the future.

    Recognize the value of transferable skills. Your student is learning a wealth of skills in their academic and research experiences. As their mentor, you can assist your student in understanding how the research skills they’re developing—such as critical thinking, data analysis, grant writing and project management—can apply broadly across many careers. Additionally, as your student identifies skills they will need in the specific career they are targeting, you may be able to help them gain experiences honing those skills. The student interested in scientific writing may become your go-to person for editing, and together you can plan to have the student lead efforts on a comprehensive review and assist more with grant writing. Or you may ask the student aspiring to move into data science to take on a project analyzing large data sets and give them more opportunities to practice their programming skills. When you align transferable skill development with research endeavors, you’re actively supporting your student’s career goals in a way that is productive for both of you.

    Acknowledge that career choices are based on personal and professional goals. Your student’s career decisions are based on both their personal priorities as well as their professional ambitions. Family planning, financial stability, caregiving responsibilities, health needs, visa restrictions or a need for geographic flexibility are just a few of the many factors that influence career decision-making. If you treat these considerations as unimportant or secondary to research, you will not adequately help your student navigate key factors in their long-term career decision-making. However, encouraging your student to integrate both personal and professional priorities into their career planning demonstrates an investment in them as a whole person and supports them in making thoughtful and sustainable career choices aligned with their personal needs.

    Coda

    I still remember my own mentor’s reaction when I finally shared my career goals. He admitted that he didn’t know much about the career I wanted to pursue—academic administration—but he then reassured me of his support. It turned out that I didn’t need to be nervous about this conversation. He was happy to provide supportive recommendation letters, help me make connections, serve as a positive job reference and offer general job-seeking advice. I graduated shortly thereafter, and his support played a critical role in landing positions early in my career. My only regret when I think back to my time as a graduate student is knowing that I could have begun to have these career conversations sooner.

    Raquel Y. Salinas is the director of student affairs and career development at the University of Texas MD Anderson Cancer Center UTHealth Houston Graduate School of Biomedical Sciences. She is a member of the Graduate Career Consortium, an organization providing an international voice for graduate-level career and professional development leaders.

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