Following publication of our joint GS/HEPI reporting into vice-chancellor recruitment and a vibrant LinkedIn debate, the complex dynamics shaping leadership in the sector have been brought to light. The conversation reveals a sector at a crossroads, wrestling with tradition and transformation.
Insider vs. Outsider: Who Should Lead?
Should vice-chancellors come from within academia or be recruited from other sectors? Out-of-sector candidates can bring a fresh perspective on leading change and challenging the status quo. Inside sector candidates offer deep cultural understanding, academic credibility, and governance experience. Many argue for a hybrid model and leaders who can bridge both worlds.
The CEO-ification of the VC Role
Today’s vice-chancellors are expected to be more than academic figureheads. They must be visionary strategists, financially astute operators, and empathetic people leaders. But, much more is needed to nurture leadership development pipelines with, perhaps, a reappraisal required of the very many leadership development programmes that exist already.
Diversity and Inclusion: Still a Distant Goal
Leadership in higher education remains homogenous. There remains a pressing need to broaden the pool, not just in terms of gender and ethnicity, but also professional and disciplinary backgrounds. Scepticism, especially in research-intensive institutions, about whether university leaders without academic credibility should lead universities persists. Valuing potential over pedigree could unlock untapped leadership talent.
Culture, Metrics, and Mission
Effective leadership in universities demands cultural intelligence and emotional literacy. Metrics like rankings and KPIs, while useful, often fail to capture the true impact of leadership. A more holistic, context-specific approach is needed; one that honours the civic and educational purpose of universities.
Collective Leadership and Cross-Sector Learning
Leadership should not and cannot rest on one individual. Distributed models featuring diverse senior teams and strategic co-leads are gaining traction. Embracing mobility between academia and industry can enrich leadership with fresh insights and mutual respect.
Join the Conversation: Upcoming Webinar
These themes and more will be explored in our upcoming webinar. Whether you’re an academic, policymaker, or sector professional, this is your chance to engage with thought leaders and shape the future of higher education leadership.
In today’s world, where attention spans are short and options are endless, student recruitment has become both an art and a science. Traditional methods (college fairs, brochures, high school visits) still play a role, but they can’t carry the weight alone anymore.
Gen Z expects more. And so do their parents. They want seamless digital experiences, personalized content, and authentic connections. If your institution isn’t delivering those things, you risk losing them to one that does. So, how do you stand out?
Whether you’re just starting to rethink your campus recruitment strategy or looking for new ways to level up, these 10 cutting-edge approaches, plus one powerful bonus, are designed to help you connect more deeply with prospective students and convert that interest into action.
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1. Hyper-Personalize the Student Experience
Here’s the truth: blanket emails and generic web content just don’t cut it anymore.
Students today expect you to know them; their interests, their goals, even where they’re browsing from. That’s where hyper-personalization comes in. Rather than treating your prospects as a monolithic group, modern recruitment strategies for colleges leverage data to deliver one-to-one digital experiences at scale.
How does that look in action?
A high school student interested in business sees a landing page tailored with content about your BComm program, student stories, and upcoming info sessions.
An international applicant is greeted with region-specific admissions guidance and video testimonials from students from their home country.
A user who clicks on a scholarship link gets a follow-up email with a financial aid breakdown.
In short, personalization isn’t a perk. It’s expected.
Example: To personalize outreach at scale, the University of Idaho (U of I) introduced AI-driven personalized videos for interested applicants. Prospects received video messages addressing them by name, hometown, and academic interest.
Source: University of Idaho YouTube
2. Make Mobile a Priority, Not an Afterthought
More than 60% of student interactions with higher education websites now happen on mobile. If your site isn’t easy to navigate on a small screen, you’re likely losing leads by the dozen, especially since 53% of users will abandon a site that takes more than 3 seconds to load.
And it’s not just about having a “responsive” website anymore.
You also need:
Mobile-optimized application forms that are quick and easy to complete
Tap-friendly buttons and layouts that don’t frustrate the user
SMS alerts for key deadlines or virtual event reminders
Even better? Google’s mobile-first indexing means this doesn’t just affect UX, it directly influences your search rankings.
So if mobile optimization isn’t baked into your campus recruitment strategies, it’s time to fix that. Fast.
Example: University of the District of Columbia (UDC) launched a newly redesigned, mobile-first website in 2025 to enhance recruitment.
The site features a “mobile-friendly and accessible design” optimized for all devices. This responsive overhaul was part of a strategic initiative “aimed at…enhancing recruitment efforts” and making it easier for prospective students to explore academic programs. By improving navigation, search, and ensuring the site works seamlessly on phones, UDC’s digital entryway better serves today’s mobile-minded applicants.
3. Use Video to Tell Real Stories
Think about the last time you were captivated by a piece of content online. Chances are, it was a video. Video is more than just a nice-to-have. It’s one of the most effective ways to emotionally connect with prospective students and help them see themselves at your school.
Today’s students have grown up on YouTube, Instagram, and TikTok, and video content reigns supreme. Video accounts for over 80% of global internet traffic, and roughly 75% of video viewing now happens on mobile devices (aligning with Gen Z’s phone-first habits).
A recent guide on education video marketing noted that compelling videos can communicate complex ideas in seconds and resonate emotionally, which is why Gen Z “responds favorably to videos that are authentic, visually appealing, and emotionally resonant”.
Additionally, social algorithms favor video content, meaning your school’s videos are more likely to surface in feeds. With 80% of prospective students reporting that campus videos (tours, student stories, etc.) influenced their perception of a school, it’s clear that storytelling through video is no longer optional; it’s essential for recruitment success.
From quick TikToks to polished campus tours, the format you choose should match your audience and your message.
What works well?
Virtual tours for international students who can’t visit in person
Day-in-the-life vlogs from current students
Candid interviews with faculty or alumni
Instagram Reels that highlight clubs, campus life, or student events
Example: Queen’s University Belfast’sofficial student blog features a dedicated “Vlogs” section where current students share their experiences via video.
These student-created videos range from day-in-the-life stories to campus tours and tips for new students. By showcasing real student life through vlogs, Queen’s gives prospective students an authentic, relatable window into the university experience.
4. Empower Student Ambassadors to Speak for You
No offense, but students trust other students more than they trust your marketing team.
That’s why student ambassadors are one of the most powerful (and underutilized) assets in your recruitment toolkit.
With just a little structure and support, they can:
Run TikTok takeovers during orientation week
Host live AMAs on Instagram about life at your school
Create vlogs or blog posts about their journeys
It’s authentic, it’s relatable, and it builds the kind of peer-driven trust that polished brochures never could. Best of all? Gen Z prefers real voices over institutional polish. So give them a platform and watch your reach expand.
Example: John Cabot University (JCU) runs a robust Student Ambassador program that puts current students front and center in recruitment.
These ambassadors, hailing from around the world, actively engage with prospects through social media takeovers, Q&As, and one-on-one chats. JCU’s admissions website even features profiles and contact info for each student ambassador, inviting prospects to reach out directly.
5. Invest in SEO and Content That Answers Real Questions
You can’t enroll students who don’t know you exist. That’s where search engine optimization (SEO) and content marketing come in. When students start Googling “best film schools in Canada” or “how to get a student visa for the U.S.,” your institution should be right there with helpful, relevant answers.
Some essentials that build a strong foundation:
Blog posts that answer FAQs on tuition, housing, or programs
Program pages with embedded video, alumni outcomes, and clear CTAs
Long-tail keywords like “how to apply for nursing school in Ontario” that attract motivated searchers
Higher Education Marketing (HEM) helps clients rank on page one of Google for high-converting keywords, turning organic traffic into an ongoing stream of qualified leads.
And unlike paid ads, the impact of good SEO keeps compounding.
Example: Medix College attracts prospects by publishing a steady stream of useful, SEO-optimized content related to its healthcare programs. Its official blog functions as a hub of career tips, industry trends, and program insights tailored to prospective students.
By answering common career questions and highlighting emerging fields, Medix organically improves its search visibility. This content marketing strategy attracts web traffic from interested learners and establishes Medix as an authoritative, student-centric institution, leading to more inquiries and applications driven by informative content, rather than just ads.
6. Use CRM and Data Tools to Nurture Leads at Scale
Managing hundreds or thousands of prospective students without a proper system in place is a recipe for missed opportunities.
A CRM (Customer Relationship Management system) does more than just store contact info. It helps you track where students are in the funnel, personalize your outreach, and automate time-consuming tasks like follow-up emails or event reminders.
With the right CRM, you can:
Score leads based on engagement levels
Trigger personalized email or SMS messages based on behavior
Track ROI on every campaign or event
HEM’s CRM solutions are built specifically for higher ed, so you can identify, engage, and convert prospects without the guesswork.
Example: IH Dublin implemented a customized CRM (Mautic by HEM) to automate and personalize its student recruitment communications, using market segmentation to ensure each prospective student receives course information tailored to their specific needs. This strategic CRM implementation streamlined lead management by automatically capturing inquiries and communications, saving staff countless hours and allowing them to focus on high-quality, individualized interactions with students.
By integrating web inquiry forms, social media, and email campaign data into one system, the school gained a comprehensive view of each prospect and leveraged these analytics insights to refine outreach strategies, improving the effectiveness of communications and boosting student recruitment conversions.
7. Strengthen Relationships with High Schools and Feeder Institutions
Want to build a pipeline that pays off year after year? Start earlier. By investing in relationships with guidance counselors, feeder schools, and partner institutions, you plant the seeds of trust long before application season.
What helps?
Hosting “College Nights” or virtual info sessions
Offering classroom-ready materials that educators can share
Regular check-ins with guidance counselors to keep your school top of mind
This long-game strategy ensures your name is the first one students hear when they start exploring their options.
Example: Formed by the merger of Bloomsburg, Lock Haven, and Mansfield Universities, CommonwealthU has aggressively built feeder relationships in its region. In October 2022, it signed Local Scholar Agreements with 14 high school districts (expanding to 50 districts) in Pennsylvania to create a direct pipeline to its campuses. Under these agreements, any student graduating from a partner high school who meets basic criteria is guaranteed admission and up to $28,000 in scholarships to CommonwealthU.
Most application processes aren’t exactly thrilling. But what if they could be fun? That’s where gamification comes in. Adding interactive, game-like elements to your recruitment process can boost engagement and make your institution stand out. Ideas to try:
A quiz like “Which Degree Matches Your Personality?”
A digital scavenger hunt during virtual open houses
Points or prizes for completing milestones (like submitting an application or attending an event)
The result? More engagement, longer site visits, and a more memorable brand experience.
Example: To make campus visits and online events more engaging, Wentworth Institute of Technology (WIT) uses gamification elements in recruitment. For example, during a recent Open House, Wentworth organized a campus-wide scavenger hunt for visiting prospective students.
Attendees were challenged to explore campus and snap photos of specific “hidden” items or locations, then show an admissions staff member to collect a prize. This fun competition had students actively interacting with the campus environment. Wentworth also partnered with the ZeeMee app (a social platform for admitted students) to host virtual scavenger hunts and trivia nights for incoming freshmen, turning the admissions process into a game.
9. Remove Friction From the Application Process
What are the 7 steps of the recruitment process? They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding. Of these seven steps, the selection process is arguably the most crucial.
You’ve piqued their interest. Now don’t lose them at the finish line.
One of the biggest conversion killers? Complicated, outdated, or buggy application systems.
Here’s how to clean it up:
Make sure students can save their progress and come back later
Allow autofill using Google or LinkedIn accounts
Offer live chat support for real-time help
Automate gentle reminders for those who haven’t finished applying
The easier the process, the higher the completion rate. It’s that simple.
Example: A common trend in streamlining has been colleges joining the Common App or other unified platforms. This is because a simplified, one-stop application lowers the effort for students applying to multiple schools.
In this example, USI joins the Common Application, enabling students to apply to USI alongside multiple schools with one form. USI’s enrollment team notes that the Common App’s mobile-friendly interface and consolidation of application tasks meet students’ expectations for simplicity. Additionally, USI uses an online status portal where applicants can see missing items and upcoming steps at a glance, reducing back-and-forth emails.
10. Localize Your International Recruitment Strategy
Going global isn’t just about translation; it’s about cultural connection. To truly succeed in international markets, your recruitment approach needs to feel local, not foreign. That means:
Translating core content into key languages
Showcasing alumni from the same regions
Using familiar platforms like WeChat or WhatsApp to communicate
HEM specializes in multilingual campaigns that drive results across borders. Because when students see themselves represented, they’re more likely to say “yes.”
Example: To grow its Chinese student enrollment, Iowa State University invested in a heavily localized recruitment strategy for China. The university launched a fully localizedChinese-language website to engage students and parents in China on their terms. The site was hosted on a .cn domain for fast local loading and optimized for mobile, featuring ISU’s branding but with content written in Simplified Chinese.
Crucially, ISU didn’t just translate admissions info; it adapted content to address what Chinese families value (e.g., program outcomes, safety, career opportunities) and made navigation intuitive for that audience. In tandem, Iowa State ramped up its presence on Chinese social media: it ran an official WeChat account for one-to-one engagement and a verified Weibo account (China’s Twitter) for broader outreach.
BONUS: Align Marketing and Admissions
Too often, colleges treat marketing and admissions like separate silos. Be sure not to make this mistake.
Your recruitment strategy is only as strong as the connection between these two teams. When marketing generates leads but admissions isn’t looped in (or vice versa), those leads slip through the cracks. Here’s how to tighten things up:
Use shared dashboards so both teams see the same data
Hold weekly check-ins to align on goals, campaigns, and challenges
Make sure your CRM offers visibility and collaboration tools across departments
This alignment doesn’t just make your internal process smoother, it makes the entire student experience feel seamless.
Common Mistakes to Avoid
Even strong strategies can be weakened by a few missteps. Watch out for these:
Neglecting follow-up: Students expect timely responses. Delays kill momentum.
Generic messaging: One-size-fits-all language turns students off. Speak to their specific needs.
Skipping analytics: If you’re not tracking what works, how will you improve?
Fix these gaps, and your recruitment strategies for colleges will be far more effective.
HEM: Your Partner in Enrollment Success
At Higher Education Marketing, we’ve spent over a decade helping colleges and universities level up their recruitment.
We offer:
SEO and content strategy to boost visibility
CRM solutions to nurture leads efficiently
Paid ad campaigns across Google, Meta, and international platforms
Custom dashboards to track ROI and make data-informed decisions
No matter your goals, whether domestic growth, international expansion, or brand visibility. HEM is here to help you meet (and exceed) them.
Final Thoughts
The landscape of student recruitment is shifting, and fast. But that’s not something to fear. It’s an opportunity. Which is the best method for effective recruitment? A balanced mix of digital personalization and relationship-building tends to drive the best results.
By embracing data, technology, storytelling, and personalization, you can create a recruitment strategy that not only works but resonates. So here’s the real question: Are you ready to lead the way? Because the future belongs to the schools that adapt, connect, and engage with intention. Let’s build that future together.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Frequently Asked Questions
Question: What are the 7 steps of the recruitment process?
Answer: They are planning, strategy, development, strategies, sourcing, screening, interviewing, selecting, and onboarding.
Question: Which is the best method for effective recruitment?
Answer: A balanced mix of digital personalization and relationship-building tends to drive the best results.
Let’s be real: college planning is not the only thing on your prospective students’ minds. They’re juggling school, jobs, relationships, social media, and, you know, just trying to figure out life. So, when we talk about AI in college planning, it’s crucial to remember that it’s just one piece of a much larger puzzle.
At RNL, we’re constantly looking at the trends shaping higher education, and AI is definitely a big one. But here’s the thing: it’s not a one-size-fits-all solution. To truly connect with students, you need to understand how they’re using (or not using) these tools, and meet them where they are.
It’s all about personas
Our latest research dives deep into student attitudes toward AI in college planning, and the results are fascinating. We’ve identified four key “AI Adoption Personas” that can help you tailor your outreach and messaging:
Pioneers (early adopters, enthusiastic users): These digital natives are all-in on AI, using it for everything from college research to essay writing.
Key takeaway: Pioneers are already on board but value human guidance. 76% would feel more comfortable if a school advisor explained the benefits and risks of AI.
Aspirers (interested but cautious adopters): Aspirers see the potential of AI but need a little nudge.
Key takeaway: Show them the value! 51% are motivated by easy access to free AI tools, and 41% want to see success stories from other students.
Fence Sitters (uncertain, passive users): These students are on the fence about AI, often lacking confidence in their current college planning approach. Y
Key takeaway: Don’t overwhelm them. 40% haven’t even used online college planning tools! Focus on highlighting the potential of AI and offering advisor support.
Resistors (skeptical, avoid AI in college planning): Resistors are the most reluctant to embrace AI, preferring traditional methods like guidance counselors and college websites.
Key takeaway: Respect their preferences, but don’t write them off entirely. 48% would feel more comfortable with an advisor explaining AI, even if they’re not ready to use it themselves.
Beyond the bots: human connection still matters
No matter which persona your students fall into, one thing is clear: human connection still matters. While AI can provide valuable information and streamline certain tasks, it can’t replace the empathy, guidance, and personalized support students crave.
Think about it: choosing a college is a huge life decision, and students want to feel understood and supported throughout the process.
Our research shows that students use a variety of resources for college planning, and these often involve human interaction:
College websites (often reviewed with parents or counselors)
Parents/family (a trusted source of advice and support)
Social media (connecting with current students and alumni)
Guidance counselors (providing expert advice and personalized recommendations)
Friends/peers (sharing experiences and offering encouragement)
Books/online articles (supplementing their knowledge and exploring different options)
AI is just one tool in their toolbox. It’s a powerful tool, no doubt, but it works best when it complements these other resources, rather than replacing them.
What does this mean for you?
It means your staff—admissions counselors, enrollment specialists, and marketing team—are more important than ever. They are the human face of your institution, who can build relationships with prospective students, answer their questions, and alleviate their anxieties.
The good news is that institutions already know this. Our 2025 Marketing Practices For Undergraduate Students Report confirms that “human-based” enrollment strategies are consistently rated highly effective, often more effective than just two years ago.
For example, the report shows that:
In-person meetings remain a top strategy across all institution types (4-year private, 4-year public, and 2-year), with effectiveness ratings consistently at or near 100%.
Personalized videos sent directly to students have seen a significant rise in effectiveness, particularly for 4-year institutions.
Even with the rise of digital tools, strategies like SMS, social media, and email communications remain foundational and highly effective, largely because they enable personalized, one-on-one communication.
These findings underscore that in an increasingly digital world, the human touch truly sets institutions apart.
Here are a few ways to bring that human touch to your college planning efforts:
Invest in training for your staff. Ensure they understand AI’s benefits and limitations, and how to integrate it ethically and effectively into their work.
Encourage personalized communication. Don’t rely solely on automated emails and chatbots. Encourage your staff to contact students individually, offering tailored advice and support.
Create opportunities for connection. Host virtual or in-person events where students meet current students, faculty, and staff.
Highlight the human stories. Share stories of successful alumni, dedicated faculty, and supportive staff. Show prospective students what makes your institution unique.
Ultimately, success in today’s ever-evolving higher education landscape hinges on a delicate balance: embracing the power of technology like AI while never losing sight of the fundamental importance of human connection.
By deeply understanding your students – their individual needs, their preferred college planning resources, and their unique “AI Adoption Persona” – and leveraging data to personalize their experience, you can create an effective and genuinely human recruitment and enrollment strategy.
It’s about blending the efficiency of AI with the empathy and guidance that only your dedicated staff can provide, ensuring that every student feels seen, supported, and confident in their college journey.
Ready to dive deeper?
Do you want to learn more about AI in college planning and how to connect with today’s students?
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.
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.
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
Keep it human: Those perfect effectiveness ratings on in-person meetings aren’t accidents
Double down on digital personalization: But please, make it authentic
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
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’.
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.
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.”
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.
