Tag: Recruitment

European Governments Back Universities’ U.S. Recruitment Drive

European governments have sought to bolster their universities’ efforts to recruit international researchers, amid signs that an expected exodus in U.S.-based scholars is beginning.

On April 23, Norway’s education ministry announced the creation of a $9.6 million initiative, designed by the Research Council of Norway, to “make it easier to recruit experienced researchers from other countries.”

While the program will be open to researchers worldwide, the ministry said, research and higher education minister Sigrun Aasland suggested in a statement that the recruitment of U.S.-based scholars was of particular interest.

“Academic freedom is under pressure in the U.S., and it is an unpredictable position for many researchers in what has been the world’s leading knowledge nation for many decades,” Aasland said. “We have had close dialogue with the Norwegian knowledge communities and my Nordic colleagues about developments.

“It has been important for me to find good measures that we can put in place quickly, and therefore I have tasked the Research Council with prioritizing schemes that we can implement within a short time.”

The first call for proposals will open in May, Research Council chief executive Mari Sundli Tveit stated, with “climate, health, energy and artificial intelligence” among the fields of interest.

Last week, the French ministry of higher education and research launched the Choose France for Science platform, operated by the French National Research Agency. The platform will enable universities and research institutes to submit “projects for hosting international researchers ready to come and settle in Europe” and apply for state co-funding.

Research projects on themes including health, climate and artificial intelligence may receive state funding of “up to 50 percent of the total amount of the project,” the ministry said.

“Around the world, science and research are facing unprecedented threats. In the face of these challenges, France must uphold its position by reaching out to researchers and offering them refuge,” Education Minister Élisabeth Borne said.

The initiative follows efforts from individual French universities to recruit from the U.S.: The University of Toulouse hopes to attract scholars working in the fields of “living organisms and health, climate change [or] transport and energy,” while Paris-Saclay University intends to “launch Ph.D. contracts and fund stays of various durations for American researchers.”

Aix-Marseille University plans to host around 15 American academics through a Safe Place for Science program, announcing last week that almost 300 had applied. “The majority are ‘experienced’ profiles from various universities/institutions of origin: Johns Hopkins, University of Pennsylvania, Columbia, Yale, Stanford,” the university said.

In Spain, meanwhile, Science Minister Diana Morant announced the third round of the ATRAE international recruitment program, with a budget of $153 million, which will run from 2025 to 2027.

The plan, designed to “attract leading scientists to Spain in areas of research with a high social impact, such as climate change, AI and space technologies,” offers scholars an average of $1.13 million to conduct research at a Spanish institution. Successful applicants currently based in the U.S., meanwhile, will receive an additional $226,000 per project.

“We are not only a better country for science, for those researchers who currently reside in our country, but we are also a better country for elite researchers who seek out the productive scientific ecosystem we have in Spain,” Morant said.

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May 1, 2025
Setting the Gold Standard for College Recruitment Campaigns

Marketing messages bombard students from every direction, so capturing their attention—and inspiring them to take action—requires creative that truly stands out. That’s exactly what the RNL creative team delivers, crafting award-winning campaigns that engage, resonate, and drive results across every channel, from digital to direct mail. We work closely with our campus partners to ensure every undergraduate and graduate campaign is both strategic and impactful—proven by the many gold award-winning projects we’re celebrating this year.Here are 11 that took home gold medals—and one Best of Show—at the 40th annual Educational Advertising Awards.

Illinois College Agribusiness Management |SEO Video (Best of Show)

Video isn’t just eye-catching—it’s a powerful SEO booster that keeps visitors on the page longer to improve search rankings. For this project, we paired SEO-optimized web copy with a compelling long-form video designed to engage skimmers and drive inquiries. Illinois College’s campus team fully embraced the collaboration, delivering stunning unique footage that brought their story to life. The result? A versatile, high-impact asset that drove a 7,000% increase in web page visits. Watch the video.

University of Tulsa | Standout Integrated Search Campaign

Reaching high school sophomores and juniors means meeting them where they are—in their inboxes, on their feeds, and in their hands. This multi-channel campaign reinforces the University of Tulsa’s bold message: students don’t have to choose between fitting in and standing out. Rich Art Deco design and conversational copy celebrating personal and academic uniqueness helped elevate brand nationwide while encouraging students to find their fit at UTulsa.

Linfield University | Personalized Applicant Direct Mail

This eye-catching mailer puts Linfield’s bold purple and cardinal branding front and center, using standout stats and a dynamic design to capture attention. Featuring Mack the Wildcat, it reinforces school spirit while guiding students toward their next step—applying with confidence.

American Musical and Dramatic Academy | Dream-Making Applicant Mailer

Designed to attract aspiring performers to perform, create, and wow at campuses in New York and Los Angeles, this high-energy mailer steals the spotlight with bold visuals and dynamic performance imagery. Filled with upbeat performance industry lingo, it sets the stage for students to step into their future—and apply.

University of Mount Union | Bold, Strong Instagram Ads

These dynamic search campaign ads put real students front and center, showcasing hands-on learning in action. With bold visuals and empowering copy, the campaign encourages prospects to show up strong, seize opportunities, and own their moment—both in college and beyond.

Rockford University | Feed-Stopping Facebook Ads

These bright branded ads grab attention alongside the question “RU Ready?”, sparking curiosity about the welcoming environment and numerous opportunities at “RockU.” The campaign is designed to stand out in feeds and aims to inspire students to see themselves on campus and take the next step toward getting there.

Featuring proud, hopeful, and joyful students, this campaign highlights reasons students choose STLCC to pursue their dreams. The result? Authentic, inspiring ads that encourage prospects to find their reason at STLCC.

Jackson State University | THEE Standard for Search Campaigns

Inspired by Jackson State University’s iconic fight song, this email campaign set the tone with bold headers inviting prospects to learn more about THEE standard for research, academics, innovation, and success. Playful illustrations drawn over dynamic student portraits bring energy and spirit to every email, reinforcing why JSU is THEE place to be.

University of Washington Bothell | Find Your Fit Facebook Ads

This dynamic ad brings exciting campus life to the forefront, featuring lively action shots shaped into a bold “W.” Paired with inviting copy, it highlights the University of Washington Bothell’s close-knit community where students find big opportunities, exciting challenges, and lifelong friends.

Lamar University | Parent Postcard

This gold award-winning postcard spoke directly to parents, highlighting the $20+ million in aid and low tuition that make Lamar University the best-value college in Texas. A clear, compelling message reassures families that a smart investment today means big opportunities for their student’s future.

University of Central Florida | Universe of Opportunity Email Series

With a prime location between NASA, the Space Coast, and Orlando’s endless experiences, UCF Global offers a launchpad for limitless possibilities. This inquiry-to-application email flow features stunning nightscape imagery and star-inspired design elements reinforcing the university’s spirit of exploration and innovation.

Create your own winning connections with future students

Want to turn your marketing into an award-worthy success? RNL’s creative team brings strategic insight, compelling storytelling, and a track record of 100+ awards in five years to every campaign. Whether you’re engaging undergraduate, graduate, or online students, we’ll help you stand out and drive results. Let’s talk—schedule a complimentary consultation today.

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April 27, 2025
What’s Working in College Marketing and Recruitment in 2025?
What’s Working in 2025 (From Both Sides of the Desk)

Ever wonder if enrollment professionals and students actually speak the same language? Fresh data from RNL’s 2025 Marketing and Recruitment Practices for Undergraduate Students and the forthcoming 2025 E-Expectations reports reveal some fascinating alignments (and a few mismatches) between how we recruit and how students actually make decisions.

The human touch still rules (surprise!)

Remember when we thought Zoom would replace campus tours? Well, the data tell a crystal-clear story that shows the importance of face-to-face connections.:
- In-person meetings hit 100% effectiveness across all institution types
- 88% of students who visit campus find it helpful
- College fairs are crushing it with 85% helpfulness ratings
Translation: In our AI-everything world, humans still want to talk to actual humans. Revolutionary, right?

Digital sweet spots (when we get it right)

Here’s where it gets interesting. Both students and enrollment leaders agree that digital works best when it’s personal and purposeful.

What’s working:
- Mobile-responsive websites: 100% effectiveness at private institutions (but only 77% are using them – make it make sense!)
- SMS messaging: 100% effectiveness across the board
- Personalized videos: 96% effectiveness when used (but only 49% of private institutions are creating them)
- Student connection platforms: Up to 100% effective when used properly
The email plot twist

Breaking news: Students read your emails!
- 89% engage with college emails
- 88% find them helpful
- 96-100% effectiveness rating from institutions
- 61% either like or expect personalized experiences
The secret sauce? Personalization that doesn’t feel like it came from a robot.

The AI elephant in the room

Some interesting gaps here:
- AI chatbots: 74% of students find them helpful (and 68% are using them)
- Live chat: 79% helpful (71% usage)
- Digital advertising: Up to 100% effectiveness for institutions
Key insight: Students are more open to AI than we think—they just need to know these tools exist.

Your game plan: 3 key takeaways
1. Keep it human: Those perfect effectiveness ratings on in-person meetings aren’t accidents
2. Double down on digital personalization: But please, make it authentic
3. Mind the gaps: Your most effective tools are often your least used (looking at you, personalized videos)
Stop choosing between high-tech and high-touch—you need both. Just make sure your human connection has a mobile-responsive website to back it up. Because some things never change, and some things really, really need to.

Find out more in our reports and even more at the RNL National Conference

These results come from the 2025 Marketing and Recruitment Practices for Undergraduate Students report and from our forthcoming 2025 E-Expectations Report (coming June 2025).

We’ll also be diving into these reports and much, much more at our 2025 RNL National Conference, July 22-24 in Atlanta. Check out the program for more details on our 120 conference sessions.
Attend the 2025 RNL National Conference

Choose from more than 120 sessions across six tracks:

Undergraduate marketing and recruitment

Graduate and online enrollment

Student success

Financial aid

Strategic planning

AI and innovations

See the session descriptions and save big when you register early.
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April 27, 2025
Beyond the Margin: When might low net revenue in international student recruitment be justified?
- Vincenzo Raimo is an independent international higher education consultant and a Visiting Fellow at the University of Reading where he was previously Pro Vice-Chancellor for Global Engagement.
In my recent article for The PIE News, I argued that the financial sustainability of international student recruitment deserves much closer scrutiny. With commissions, scholarships, marketing costs, and operational overheads taken into account, the margins on international enrolment are often far lower than they appear on paper – sometimes even negative.

At a time when the financial health of UK higher education is under intense pressure, it is right that we ask whether international recruitment is really worth it. But this doesn’t mean that every low-margin intake is necessarily a poor strategic decision.

In fact, there are good, sometimes essential, reasons why institutions might pursue or maintain international student recruitment with lower net financial return. But those decisions must be deliberate, transparent, and aligned with broader institutional aims. That’s not always the case.

So how can we assess whether low-margin recruitment is justified?

Here are five scenarios where low net revenue per student might make strategic sense:

1. Filling Capacity or Managing Fixed Costs

For many universities, fixed costs dominate the cost base. If recruiting a marginal cohort of international students helps fill underutilised teaching space or resources, and the marginal cost of teaching them is low, then even a small surplus can help improve the overall financial picture. This is particularly relevant in the context of declining domestic demand in some areas.

2. Maintaining Subject Diversity or Cross-Subsidising Departments

Low-margin international recruitment can sometimes help sustain strategically important but otherwise financially marginal subjects. This may include courses that support the university’s civic role or feed into regional skills needs. Used appropriately, it can help protect the breadth and integrity of an academic offer.

3. Building a Pipeline for Higher-Value Activities

In some cases, international student recruitment may have low margins, but it helps establish relationships that lead to high-value postgraduate, PhD, or alumni outcomes. It may also feed research collaborations, business engagement, or future TNE ventures. But such pipeline logic must be based on more than hope – institutions need to measure conversion, retention, and downstream value.

4. Advancing Strategic Partnerships or Market Development

An institution might accept lower margins to anchor a presence in a high-potential market or strengthen a bilateral partnership with a key international institution, government, or agency. These efforts can open the door to broader collaborations – but again, they require long-term planning and evidence of value beyond headcount.

5. Delivering Mission-Aligned Social or Cultural Impact

Some universities recruit from particular countries or communities not because it delivers high surplus, but because it aligns with their mission: widening access to UK education, supporting development goals, or enhancing campus diversity. These are valid choices – but they must be recognised as such, and the trade-offs clearly understood.

A Checklist: Is Low-Margin Recruitment Worth It?

To support institutions in making informed decisions, I’ve developed the following tool – a series of guiding questions to assess whether low-margin recruitment routes or cohorts align with institutional strategy.

This is not a tick-box exercise. Rather, it’s a framework to prompt a more strategic, evidence-based approach to planning.

The Danger of Denial

The real issue isn’t low-margin recruitment as such – it’s unexamined recruitment. Too often, institutions recruit internationally based on historic patterns, copying what others are doing or perceived opportunity, without fully evaluating cost, risk, or alignment with institutional strengths.

As pressures continue to mount, universities need to treat international recruitment with the same rigour they apply to research, teaching, and estates: as a strategic investment with benefits and risks. That starts with honest internal conversations about why we recruit, who we are recruiting, and what success looks like.

Conclusion

Low net revenue doesn’t automatically mean bad recruitment. But it should always prompt a question: Is this worth it – and why?

By adopting a more mature and transparent approach to international student recruitment strategy, UK universities can balance growth with sustainability, manage risk, and ensure they are maximising both financial and non-financial returns from their global engagement.

Catch up here on HEPI’s Weekend Reading on ‘Imperfect information in higher education’.
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April 14, 2025
Why Timing Matters: Enhancing Graduate Recruitment Strategies with Prompt Communication

Graduate enrollment is more competitive than ever. As an admissions leader, you’re not just striving to hit enrollment targets––you’re also navigating the complex needs of prospects who are balancing careers, families, and other responsibilities. It’s no small task.

Our recent collaboration with UPCEA confirmed something many of us already suspected: Timely, meaningful communication is the key to standing out in a crowded market.

To dig deeper, we enlisted Kate Monteiro, associate director of communication strategy at Collegis Education, to share her perspective on why prompt, responsive interactions matter. Her insights reveal how intentional communication builds trust and drives results.

3 key benefits of effective, early communication

“Plans and interests can change as quickly as they develop,” Monteiro explains. “Capitalizing on a prospective student’s excitement early can help you keep their momentum going — and dramatically improve their likelihood of enrolling.”

From that very first touchpoint, graduate students are evaluating your institution. Are you responsive? Are you supportive? These early interactions set the tone for how they perceive your school will engage with them once they are enrolled – and this can make or break their decision. Here’s why they matter so much:

1. Making a strong first impression

Your first interaction says a lot. A quick, thoughtful response shows students that their time and interest matter. “Quick responses instill confidence,” Monteiro shares. “They signal that your institution is organized, efficient, and genuinely cares—all of which are qualities students associate with the experience they’ll have if they enroll.”

2. Alleviating anxiety and uncertainty

Navigating graduate admissions can be overwhelming, especially for students juggling applications to multiple institutions. A delayed response could be viewed as a red flag by students who feel overlooked or unworthy of attention.

On the flip side, timely and helpful communication reassures students that they’re a priority. That sense of trust could be the difference between a completed application and a missed opportunity.

3. Setting the tone for future interactions

“Students notice when there’s a lack of responsiveness,” Monteiro cautions. “If their early experiences are stressful or unclear, they’ll assume that’s what they can expect moving forward.”

Consistency is key. A reliable, nurturing communication strategy not only establishes trust but encourages forward momentum toward enrollment.

The data on communication preferences

If you’re wondering just how much communication matters, numbers tell the story. A 2023 Ruffalo Noel Levitz study found that 65% of enrolled students identified personalized attention as a critical factor in choosing their school.

And when it comes to how students want to connect, the data from our survey with UPCEA confirms that email is the clear favorite for all stages. Email was reported as preferred by 47% of students for initial inquiries, 67% for follow-ups, 74% when approaching application, and 69% for application decision notifications.

“Email provides a professional yet low-pressure way to engage,” Monteiro adds. “It’s also something students can reference later, which helps minimize miscommunication or misunderstanding.”

This data emphasizes a key takeaway: Schools that respond quickly and deliberately, particularly through the channels students prefer, are the most likely to earn trust and secure enrollments.

5 strategies to master timely communication

A thoughtful approach to communication doesn’t just make a good impression—it sets your team up for long-term success. Here are five strategies to help you get there:

1. Develop a structured outreach plan

Without a clear communication plan, students can easily fall through the cracks. Monteiro often sees institutions struggle here: “A lot of schools don’t have an outlined communication plan or fail to hold their staff accountable to it. By having a clear and structured plan, you ensure students receive the outreach they need at the right time.”

Your outreach plan should have a strategic mix of emails, calls, and texts, with pre-written templates, clear timelines, and designated responsibilities outlined for your team. This ensures consistent, proactive communication with prospective students throughout the funnel.

2. Leverage technology

Technology is your ally in timely communication, but its effectiveness depends on the strength of your data foundation. CRM systems, AI chatbots, and automated workflows streamline outreach while keeping things personal—provided your data is accurate and well-organized.

Automated emails can deliver the communication students prefer, and chatbots can address frequently asked questions 24/7, ensuring students get quick answers—even outside standard business hours. However, without a solid data infrastructure, these tools may fall short. While not a replacement for human connection, they can provide efficient support when and where students need it most—if your data house is in order.

3. Foster collaboration across teams

Admissions, marketing, and academic teams all play a role in student outreach. Monteiro highlights the disconnect she often sees: “Each team assumes the other is responsible. But ultimately, prospective students are everyone’s responsibility.”

Breaking down silos between teams ensures consistent messaging and a seamless student experience.

4. Use data to inform strategies

Data can reveal what’s working in your current graduate recruitment strategies—and what isn’t. For example, if students are engaging more with email than phone calls, it might be time to shift your focus toward crafting compelling email campaigns. Data can also provide insights into how long students typically take to move through the admissions funnel, allowing teams to optimize communication frequency, timing, and format.

5. Balance speed with personalization

Quick responses powered by automation are essential, but it’s the personal touch that leaves a lasting impression. Pairing automated emails with personalized follow-ups—whether by phone, text, or email—ensures your outreach feels both efficient and authentic.

Level up your graduate recruitment strategies

Improving communication isn’t just a nice-to-have—it’s a need-to-have for institutions looking to thrive in today’s competitive graduate market. With a structured plan, the right tools, and data-driven insights, you can build trust and guide more students to enrollment.

“Our Collegis Enrollment Specialists hear it all the time from the students at our partner institutions: The level of support and responsiveness is what ultimately compels them to move forward.”

– Kate Monteiro, Associate Director of Communication Strategy

To learn more about how Collegis Education can help enhance your graduate recruitment strategies, explore our Enrollment and Recruitment Services page. For more actionable insights on engaging and enrolling graduate students, request your copy of the report below.

Optimize Your Enrollment Funnel

Get the latest on graduate student enrollment trends. Download the full report now.

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April 8, 2025
Agent Advisory Groups set to strengthen UK-East Asia recruitment links

Addressing the audience at the British Council’s East Asia Education Week 2025, held in Hong Kong, Xiang Weng, visa outreach officer for South China/ West China/ Hong Kong and Macau Visa, British Consulate – General Guangzhou, described a “new concept” which would see agent advisory groups set up to enhance collaboration.

“One of our colleagues from Vietnam set up what we call our Agent Advisory Groups and tested the concept there. Now, we plan to expand it across the rest of East Asia,” said Weng.

“By having these advisory groups, UKVI can build a much stronger connection with agents, gain valuable local intelligence, and share insights with our Home Office colleagues. This will help us introduce and improve our visa services across the region.”

Though UKVI didn’t confirm plans to introduce agent advisory groups in the broader East Asian region to The PIE News, it noted that it continually works with overseas stakeholders, including the British Council, to support prospective students by addressing their questions about the UK visa system.

Over the years, Vietnam has played a pioneering role in the UK’s efforts to increase transparency among agents in East Asia.

By having these advisory groups, the UKVI can build a much stronger connection with agents, gain valuable local intelligence, and share insights with our Home Office colleagues.

Xiang Weng, British Consulate-General Guangzhou

Just last year, over 130 education advisers in Vietnam earned the prestigious “I am a UK-certified counsellor” badge, as part of the Agent Quality Framework, showcasing their expertise and deep understanding of the UK as a study destination.

According to Weng, the concept’s success in Vietnam can be emulated in the broader East Asian region.

Though visa approval remains high in East Asia, students still fall victims to common mistakes, she explained.

“Some students forget to provide a TB (tuberculosis) certificate or evidence of finances which can impact their applications,” stated Weng.

“In countries like Japan, Korea, Malaysia, Singapore, China, and Hong Kong, when applying for a student visa, you only need to submit your passport and TB certificate. That’s it. You don’t even need to apply for IELTS or provide evidence of finances.”

Though visas challenges have not proved to be a major barrier for UK universities accessing the East Asian student market, intra-regional mobility and price concerns are leading to fluctuations in demand for UK education, as reported by The PIE News.

According to Daniel Zheng, managing director, HOPE International Education, safety concerns and career prospects have also become key factors influencing student choices in East Asia, particularly in China.

To tackle these challenges, UK universities are increasingly turning to in-house employability services and other affordability options for international students.

“In terms of affordability, many UK universities, including ours, have in-house employability service teams. Their role is to enhance students’ employability and expand their career opportunities after graduation,” stated Scarlett Peng-Zang, East Asia regional head, University of Nottingham.

“So I believe that there’s something everyone is working on regarding addressing the economic uncertainty. I found lots of UK universities offer alternative payment options to improve affordability. So is the same for Nottingham University.”

As rankings of East Asian universities rise and the countries set mammoth targets for international students, agencies are also looking inward for recruitment opportunities, expanding beyond the UK.

“In the past six months, my colleagues and I have traveled to Singapore and Malaysia three times, visiting UK university campuses like Southampton and Nottingham, as well as boarding schools like Epsom College,” stated Zheng.

“This indicates that there is significant interest – not just from us, but also from our partners and institutions – in the Malaysian market, particularly from China.”

These changing trends come at a time when UK institutions are under pressure to measure the return on investment of their agents, according to Fraser Deas, director, client success, Grok Global.

“We are noticing that UK institutions are under pressure to measure the ROI of their agents. How can we work with them, along with in-country staff, to ensure that agencies provide evidence that these partnerships are going well? There’s important work to be done in that sense,” stated Deas.

“I think there is a genuinely good understanding in the sector of the difference between in-country staff and agents. The role of a third party should be to facilitate that relationship without interfering, but it remains very important.”

Agents and universities having a direct relationship has also become important for UK-East Asia relations, with organisations like BUILA demonstrating how agents can be compliant with the UK National Code of Ethical Practice as the Agent Quality Framework comes in focus.

As per Dave Few, Associate Director, Jackstudy Abroad, while education agents are already performing well, there is a concern about maintaining quality as more agencies enter the market, particularly through aggregators.

“In my unbiased perspective, I think agents are already doing a fantastic job. The key factor is the quality of information – ensuring that as the barrier for entry for new agencies lowers through aggregators, the quality remains consistent,” stated Few.

“Whether that means requiring a year of training from the very beginning or another measure, the priority should always be keeping the student at the heart of the conversation, not revenue.”

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March 28, 2025
Does Your SIS for Student Recruitment Support These 11 Strategies?

Running a large-scale institution calls for knowledge of the typical difficulties throughout the hiring process. The list is extensive; established student recruitment tactics assist in reaching enrollment targets, keeping up with the worldwide competition and international market, attracting and recruiting the proper mix of students, and so on.

This blog from us seeks to RETHINK the way your admissions and recruiting process is now run. We have tried to specifically describe the student recruitment techniques that a Student Information System SIS is supposed to have, which will help your whole admissions and recruitment committee. Let us assist you with a better analysis.

How to improve student recruitment using an SIS. 11 powerful student recruitment strategies for your institution

Your Student Information System (SIS) shouldn’t just store data — it should actively help you attract, engage, and convert students. From personalized outreach to faster application processing, the right SIS transforms recruitment from a numbers game into a smarter, student-first strategy.

Student recruitment is evolving, and so are the strategies that drive success. A poll by The Guardian surveyed 70 UK university marketing teams and found that,

57% of university marketing teams found open days to be their top recruitment tool.

72% relied on external digital advertising.

98% favored social media advertising.

It’s clear — a one-size-fits-all approach won’t cut it anymore. To stay competitive, institutions need a well-rounded, data-driven recruitment strategy. Here’s a breakdown of 11 powerful SIS-supported strategies to help your institution attract, engage, and enroll more students.

1. Try automating admissions & follow-ups for higher conversions with an integrated CRM

CRM integrated into Admissions can be the first savior. We promise they have a suite of tools that are specifically tailored to the needs of your educational institute. An SIS integrated with CRM offers a targeted approach to your mundane admissions process.

At Creatrix Campus, we have a CRM in place that can likely enable institutions of all sizes to thrive in the competitive market while ensuring data is formed, tracked, processed, and analyzed to deliver a rich personal experience to students and other stakeholders alike.

There are ways to nurture relationships with seamless lead generation and marketing capabilities. We are cloud-native and accessible across many devices.

2. Run targeted, multi-channel campaigns

Make sure your SIS supports digital, social media, institution, API, and other source lead capture. For quicker follow-up, all leads should direct themselves to one system and path to the correct counselors. Integration of a CRM helps to simplify this procedure.

Potential update: To be competitive, think of mentioning automated campaigns driven by artificial intelligence.

3. Capture leads from every channel — perfectly

Options to capture student inquiries through multichannel including digital, social, institutions, APIs, and much more. Direct all these inquiries to a single place and direct them to the right lead owners or counselors for a timely connection. Trust us; a CRM can help you with this.

4. Get funnel reports in real-time

Your SIS should create funnel reports tracking leads at all levels, therefore enabling you to spot areas of congestion and make quick strategic changes. Comprehensive analytics make sure organizations may maximize their hiring plans for the next inflow.

Potential update: Including predictive analytics or artificial intelligence advice here could improve this approach.

5. Create custom enrollment stages

Every institution is different; your SIS should enable you to construct custom enrollment phases to suit your particular procedure. This guarantees that prospects pass the funnel without incident and helps to keep your pipeline orderly.

Potential update: Could underline dynamic systems that change depending on student behavior or profile data.

6. Use self-service logins to empower prospects

Through one safe platform, let prospects build profiles, follow their application status, submit documentation, speak with counselors, and pay costs. It cuts administrative overhead and keeps them interested.

7. Deliver personalized prospect experiences

Personalized interactions build relationships, and your SIS should support this. From inquiry to enrollment, ensure tailored messages, program recommendations, and helpful content reach the right prospect at the right time.

Potential update: AI-driven personalization or behavioral tracking could elevate this further.

8. Keep a centralized communication log

Automatic generation of offer letters with in-built templates, intimation of fee payment, request sent for missing documents, program orientation, etc.

The tool you are using should generate, capture, and nurture leads across platforms, both online and in-person. At Creatrix Campus, you could set up personalised emails and communications to your prospects based on the inquiry made.

9. Turn on Safe Payment Integration

Make sure your SIS has integrated safe payment gates. Prospects can easily complete their applications and pay fees online; this helps to lower dropout rates and guarantees faster conversion.

Potential update: Talk about adherence to PCI DSS and other worldwide payment standards for further confidence.

10. How predictive analytics helps universities attract students

Want to stay one step ahead in student recruitment? Predictive analytics helps universities do just that — analyzing trends, student behaviours, and historical data to spot who’s most likely to enroll. It’s like having a crystal ball but smarter, helping you focus efforts on the right students at the right time.

11. Data-driven enrollment strategies for better conversions

Why guess when data can lead the way? With advanced analytics, universities can track engagement, demographics, and even application patterns, fine-tuning their enrollment strategies to attract the right students and boost conversions effortlessly.

Know about Creatrix student recruitment strategies to adapt and grow

Creatrix Campus’s Student Recruitment Software has opened new doors for several universities across the globe and added value to their recruiting efforts. If you wish to know the secret of how we do it, contact our team now.

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March 28, 2025
Scotland’s “sleeping giant” looks to international recruitment

Although the history of the institution dates back over 100 years, it only achieved degree-awarding powers last year. Specialising in agriculture and life sciences, SRUC hopes to become an increasingly attractive choice for international students.

“For many years, SRUC’s been a sleeping giant,” SRUC’s principal and chief executive Wayne Powell told The PIE News. “Now we’ve awoken and we can see huge amount of potential in what we can offer here in Scotland.”

Offering international masters programs including international food and agriculture business, business consultancy and project management, Powell said the institution is “creating a future which is much more aligned to what students for the future will want to do” – with international recruitment efforts largely looking to students from India, Pakistan, Nigeria and other parts of sub-Saharan Africa.

With six campuses located around Scotland, SRUC’s Edinburgh campus launched a £1.8 million vertical farming innovation centre in January, making it the first Scottish higher education institution in Scotland to create a commercial-sized vertical farm to help address global and local food production challenges.

“Some of the things that we work on are at the nexus of the most important challenges facing society. So how do we feed a growing world?” explained Powell. “How do we support environmental sustainability?”

He continued: “We are interested in attracting students that have an identity and an interest in sustainability and how the sustainability will play out over their lifetimes”.

But while sustainability is undeniably a focus for the institution, Powell stressed that prospective students are also being enticed by curriculums focussing on business – especially as SRUC runs its own “successful consultancy business”.

Now we’ve awoken and we can see huge amount of potential in what we can offer here in Scotland
^{_{Wayne Powell, SRUC}}

Learning about international agriculture, food and business in tandem is also a focus for programs, “particularly the potential for acquiring those business skills as part of a green economy”, Powell said.

“And our location in Edinburgh [creates] a fantastic opportunity to come and live and work and study in a great city,” he added.

“There’s something here which is going to be attractive and we’re keen to market that in the right way and creating the first cohort of students coming into something really special.”

It comes as Scotland has taken steps to position itself as an attractive destination for international students. In late January, the country’s universities were encouraged to take “collective action” to promote Scotland as a study destination.

In the same week, Scotland’s first minister John Swinney made the case for a bespoke visa for skilled international students graduating from the country’s colleges and universities. However, it is understood that the UK government has no plans to make good on these ambitions.

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March 21, 2025
The Evolution of College Recruitment: What’s Working in 2025
As higher education faces what experts call an “enrollment cliff,” with projections showing a potential 15% decline in traditional college-aged students, institutions are radically re-imagining their recruitment strategies. The latest data from RNL’s 2025 Marketing and Recruitment Practices For Undergraduate Students report reveals fascinating shifts in how different institutions connect with prospective students in this challenging landscape.

The human touch remains supreme

In an era dominated by digital technology, the enduring power of human connection stands out prominently in the data. Face-to-face interactions continue to be the most effective recruitment tool for both four-year private and public institutions while ranking as the second most effective strategy for two-year colleges. This finding reinforces what many enrollment professionals have long suspected: despite technological advances, students crave authentic, personal connections when making significant life decisions.

The effectiveness of in-person meetings spans various formats—from traditional campus tours to innovative “mini-sessions” with faculty and current students. These interactions provide prospective students with tangible experiences that digital alternatives cannot replicate. Recent research from Higher Education Marketing confirms that prospective students in 2025 seek personalized experiences that resonate with their individual aspirations and concerns.

Digital innovation takes center stage

While the human element remains crucial, the digital recruitment landscape has evolved beyond basic email campaigns into a sophisticated ecosystem of interconnected strategies. Two-year institutions are particularly notable for successfully adopting digital advertising as their primary recruitment tool, demonstrating how smaller institutions can effectively compete in the digital space.

Personalized videos have emerged as a powerful medium across all institution types, appearing in the top three most effective strategies for public universities and community colleges in the RNL Marketing and Recruitment report. These aren’t generic promotional videos—they’re customized content pieces that speak directly to individual student interests, academic goals, and career aspirations.

Text messaging has become a crucial communication channel, particularly for four-year institutions. This shift reflects the broader trend of meeting students where they are—on their mobile devices. Successful institutions are using texting not just for announcements but for meaningful engagement, including quick Q&A sessions, application status updates, and deadline reminders.

The advertising landscape

The advertising strategies employed by institutions reveal a nuanced understanding of their target audiences. Social media advertising dominates the scene for four-year private and two-year institutions, while public universities are finding success with a more diverse media mix, including television ads. This divergence suggests that different institutional types successfully identify and leverage the channels most effective for their specific audience segments.

Re-targeted ads have proven particularly effective in the top three strategies for private institutions and community colleges. This sophisticated approach indicates a deep understanding of the modern student’s digital journey—from initial awareness through the final enrollment decision. Video advertising’s strong performance across all categories underscores the growing importance of dynamic, visual content in capturing and maintaining student attention in an increasingly competitive digital landscape.

Digital strategy deep dive

Search engine optimization (SEO) has emerged as a cornerstone of digital strategy, particularly for private institutions. This emphasis on SEO reflects a fundamental truth about modern student behavior: the college search process overwhelmingly begins online. Institutions that excel at SEO are ensuring they’re visible at the crucial moment when students begin their higher education journey.

Request for information (RFI) forms continue to play a vital role, though their implementation has evolved significantly. The most successful institutions are now embedding RFI forms within interactive content experiences and using AI-powered chatbots to provide immediate, personalized responses. This shift toward automated yet personalized engagement represents a crucial evolution in how institutions manage initial student inquiries.

Management practices: The rise of AI and analytics

Behind the scenes, the most transformative changes occur in how institutions manage and analyze their recruitment efforts. The integration of AI in admissions has reached a tipping point, with eight in 10 colleges now utilizing some form of artificial intelligence in their processes. This technology is used for basic tasks, sophisticated predictive modeling, and personalized communication strategies.

Private institutions are leading the charge in leveraging AI for enrollment operations, while all institution types are embracing increasingly sophisticated tracking and analytics tools. Behavioral scoring and engagement tracking have moved from an innovative approach to an essential practice, indicating a decisive shift toward data-driven decision-making in enrollment management.

CRM systems have become particularly crucial for two-year institutions according to the RNL report, suggesting a growing emphasis on relationship management throughout the enrollment funnel. These systems are no longer simple contact databases but have evolved into comprehensive platforms that track, analyze, and optimize every student interaction.

Looking forward

These findings paint a picture of an industry in transition, balancing traditional high-touch approaches with innovative digital solutions. Success in 2025’s challenging enrollment landscape requires a sophisticated blend of:
- Personal connection through face-to-face interactions
- Strategic digital engagement across multiple channels
- Data-driven decision-making powered by AI and analytics
- Personalized communication at scale
For enrollment professionals, the message is clear: while the tools and techniques may evolve, the fundamental goal remains unchanged—connecting with prospective students in meaningful ways that address their individual needs and aspirations.

The institutions that will thrive can effectively combine the warmth of personal interaction with the efficiency of digital innovation, all while maintaining authentic connections with their prospective students.

Want to dive deeper? Read the report

Ready to transform your institution’s recruitment strategy with data-driven insights? Download the complete 2025 Marketing and Recruitment Practices Report to access:
- Detailed breakdowns by institution type
- Implementation guides for top strategies
- Benchmark data to compare your performance
- Expert analysis and recommendations
- Case studies from successful institutions
Download the full report now and get exclusive access to comprehensive data and insights that will shape your 2025 recruitment strategy.
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March 20, 2025
AI and Student Recruitment: Bridging Technology and Human Connection
Artificial intelligence (AI) is revolutionizing student recruitment, offering tools to meet the growing demands of efficiency and personalization. As higher education institutions face shrinking pools of applicants and increased competition, the ability to deliver targeted, meaningful engagement is more critical than ever. AI not only enhances how a college or university understands prospective students but also how it interacts with them at every stage of the enrollment journey.

Leveraging AI for Data-Driven Decision Making

At the core of these advancements are customer relationship management (CRM) systems like TargetX and Outcomes, which centralize student data and lay the groundwork for AI-driven insights in higher education. By integrating AI with CRMs, institutions can unlock the potential of their data to deliver smarter, more effective recruitment strategies. However, the key lies in leveraging AI to augment human effort, not replace it.

Analyzing Data for Actionable Insights

Enrollment marketing thrives on data, and AI enables institutions to transform raw information into meaningful insights. With centralized student data in place, AI tools can:
- Identify high-value prospects | Predictive modeling analyzes behaviors, such as frequent visits to financial aid resources or high engagement with email campaigns, to identify students with the greatest likelihood to enroll.
- Discover growth markets | AI uncovers patterns in geographic and demographic data, highlighting regions or populations with untapped enrollment potential. For example, data analysis might reveal an increasing interest in online programs among working professionals.
- Enhance segmentation | AI’s ability to analyze large datasets allows institutions to refine audience segmentation, enabling hyper-targeted campaigns tailored to specific student profiles.
Prescriptive Strategies for Recruitment

AI doesn’t just interpret data—it help enrollment management professionals generate actionable strategies to optimize recruitment efforts:
- Financial aid optimization | By evaluating a student’s financial profile and likelihood to enroll, AI can recommend targeted aid packages that maximize yield.
- Campaign personalization | AI suggests tailored outreach strategies, such as sending event invitations to students interested in specific programs or nudging inactive prospects with relevant content.
- Continuous improvement | Enrollment marketing campaigns benefit from AI-driven feedback loops that analyze performance data and recommend iterative improvements for future campaigns.
Enhancing the Student Journey with AI

AI in the Exploration Phase

Most prospective students begin their college search online, making search engines a critical touchpoint. AI has significantly altered how search engines present results, directly impacting recruitment efforts:
- AI-enhanced search results: Tools like Google Bard or ChatGPT increasingly offer conversational responses, summarizing key information without requiring users to click on external links. For instance, a search for “top nursing programs” might yield an AI-generated list, bypassing institutional websites.
- Adapting to AI-driven search: To stay competitive, institutions should create conversational, Q&A-style content optimized for AI algorithms. Structured data and schema markup can enhance visibility, ensuring accurate representation in AI-driven search results.
Personalization Across the Enrollment Journey

Personalization is no longer a luxury—it’s an expectation. AI enables enrollment marketers to deliver individualized experiences to potential students:
- Dynamic content | Emails, ads, and landing pages can dynamically adjust based on a student’s preferences or behaviors. For example, prospective engineering students might see content highlighting research opportunities, while transfer students encounter information about credit evaluations.
- Real-time engagement | AI-driven tools monitor student interactions and trigger timely responses. If qualified students visit a program-specific webpage multiple times, marketers can automate follow-up emails with relevant resources or event invitations.
Guiding Students Through Key Milestones

AI supports students by providing actionable, personalized guidance throughout the recruitment process:
- Next-best actions | AI-driven solutions can recommend tailored next steps, such as completing an application, scheduling a virtual campus tour, or exploring scholarship options. These nudges keep students engaged and on track.
- Proactive assistance | AI can analyze behavior patterns to identify potential barriers, such as incomplete applications, and prompt intervention. For instance, a student frequently visiting pages about financial aid might trigger outreach offering a one-on-one consultation.
Navigating the Limitations of AI

The Irreplaceable Value of Human Connection

While AI excels at data analysis and automation, human interaction remains indispensable:
- Fostering relationships | Admission counselors play a vital role in addressing nuanced questions, providing reassurance, and building trust during critical decision-making moments, all of which support student success.
- In-person engagement | Face-to-face interactions, whether through campus tours, phone calls, or personalized advising sessions, create memorable experiences that AI cannot replicate.
Challenges in AI-Generated Content

AI-generated content, while efficient, has limitations that institutions must navigate carefully:
- SEO considerations | Search engines prioritize high-quality, original content with human authorship. Over-reliance on AI-generated text can harm visibility and credibility.
- Authenticity matters | Prospective students value content that reflects institutional expertise and culture, reinforcing trust and engagement.
Striking a Balance Between Technology and Humanity

AI should enhance, not replace, human efforts. While AI handles initial outreach and data-driven recommendations, human staff focus on relationship-building and addressing complex inquiries. This synergy ensures a recruitment strategy that is both efficient and personal.

Supporting the Institutional Mission

AI is reshaping student recruitment, offering powerful tools to analyze data, personalize engagement with the right student each time, and optimize strategies. However, its limitations underscore the importance of human connection and authentic communication. By leveraging an AI-driven recruitment strategy, institutions can enhance recruitment efforts and support student success while staying true to their mission of fostering meaningful connections with prospective students.

Jess Lanning began her career in higher education at a private university where she served as director of enrollment marketing on a record enrollment team. Over her decade-long career, she has focused on strategizing and implementing digital marketing campaigns as a senior vice president of strategy and senior partnership manager for higher education-specific agencies. In these roles, she served undergraduate, adult, and graduate audiences across the verticals of paid social, search engine marketing, search engine optimization, conversion rate optimization, digital PR, and user experience. Jess now serves as a Director of Digital Strategy at Liaison and we are very lucky to have her!
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January 31, 2025