On the face of it, running a successful recruitment round is fairly straightforward.
It’s a bit like making a salad. Everything needs to look fresh and appetising, and you don’t want too much of one thing in case people don’t like it.
I mean, it’s not rocket science.
The provider level data from UCAS nicely illustrates the other, less straightforward end of the equation. We know surprisingly little about what applicants actually want to do, and where they want to do it.
Sure, there’s near-certainties – medicine at UCL is unlikely to want for well-qualified applicants any time soon – but some things are rather less expected. Computing and IT focused courses, which have been growing in popularity for years, appear to have hit a wall. Is it the onset of generative AI “vibe coding” hitting employment prospects? Is it a change in the public perception of technology companies?
We pretty much know it is affordability (and the slow atrophy of the student maintenance system) that prompts applicants from less advantaged socio-economic backgrounds to choose to study locally. But we don’t know why selective providers that have historically recruited nationally have decided en masse to move into this very specialised market, or what changes they have made to their standard teaching (and indeed offer-making) approach to make this work.
It’s questions like these that make the insights available from this year’s UCAS End of Cycle data so fascinating, and the choice of data that is released so frustrating.
The Russell Group ate my students!
There’s been a lot of talk (and a lot of quite informed data driven evidence) to suggest that traditionally selective providers have been accepting students with uncharacteristically low grades in greater numbers than in previous years.
A couple of unexpected new additional data tables shed a little more light. This last (2025) cycle saw selective (high tariff) providers recruit more students with 15 A level points or below than in any previous year – while medium tariff providers are doing less well in students with between 9 and 11 points than any year outside the pandemic, and low tariff providers had their worst year on record for between 10 and 12 points, and their worst year since the pandemic for between 8 and 6 points.
A level points? Yes, for reasons best known to UCAS this is not the same as tariff points (so only includes A level performance, not vocational qualifications or grade 8 piano). You get 6 points for an A*, down to 1 point for an E – and only your best three A levels count. So 12 points means three Bs or thereabouts.
The counter story is that this change in behavior hasn’t shifted the overall averages by that much. For high tariff providers the average accepted applicant has 13.9 A level points (down from 14 last year or 14.3 in 2016 – that’s round about AAB. Medium tariff is about BCC (10.4), Lower tariff is near enough CCC (9.4 – up very slightly on the historic average).
Usually I’d suggest that this stasis is down to a regular recalculation of tariff groups – but I know that the last time UCAS allocated providers to groups was back in 2012. We’ve also never been told which providers are in which tariff group – this is a different split to the DfE or OfS variants, unhelpfully. And we don’t get data on A level (or tariff) points by provider, which would offer a much more helpful level of granularity to this point of sector-wide interest.
A peep at provider strategies
There’s been a welcome update to the release of the provider level End of Cycle dataset: previously we used to get offermaking only within a rather vestigial dataset known as “equalities” – 2025 adds the offermaking data plus a range of new equalities parameters to the main provider level release.
For all tariff bands or sector-level data is interesting, the increasing diversity of (and increasing competition within) the sector means that provider-level changes in behavior are by far the most interesting component of this release. The new information means that the chart that you lost your morning to last year is now looking very likely to make you lose your entire day.
This is a complex but powerful dashboard, which shows the difference between the most recent year (2025) of data and a comparator year you can choose (by default last year but you can choose any year since 2019) across two dimensions (you can choose from applications, offers, and accepted applicants for each). I’ve added filters by domicile (UK, international, or all) and subject group (the familiar top level – CAH1 – list).
It’s a lot of data on one chart, so I’ve added a group filter, which by default removes some smaller providers from the display – and there’s a highlighter to help you find a provider of interest.
A dot being further up or further right means that measure has grown between the comparator year and the current year, further down or further left means it has shrunk.
There’s a nearly infinite number of stories to tell from this chart. Here’s some notable ones.
Firstly Canterbury Christ Church University has accepted substantially fewer applicants in 2025 than in 2024. A dig around in the data suggests that decline is focused on UK domiciled applicants studying business subjects, which suggests to me that this shows the end of one or more franchise or partnership arrangements. I asked Canterbury Christ Church University for a comment – nothing yet but I’ll add it if it comes in – I’d imagine that this is the most visible of a wave of providers calculating that the increasing regulatory risk (with both OfS and DfE taking action) is not worth the hassle of running such provision – I’m tentatively pointing at Buckinghamshire New University and Oxford Brookes University as other similar (but smaller) examples).
Not all of the Russell Group is following the same recruitment strategy – there are instances (Nottingham, Glasgow, Cardiff) where fewer applicants have been accepted than in 2024. Some Russell Group providers (for example Leeds, York, Southampton, and Cardiff) have seen fewer applications than in previous years – the first three in that list have nevertheless increased acceptances over last year. Because we can now see the number of offers made using the filters at the top, it is apparent that the entire group (excepting Cardiff and Southampton) made more offers than last year.
League leaders
If you are playing along with the dashboard you’ll have spotted that University College London accepted nearly 2,500 more applicants than last year (after making a genuinely startling 12,000 more offers) . The majority of this increase (2,290 accepted applicants, 10,650 offers) related to international applicants – with growth in pretty much every subject area contributing to this performance.
That’s not the largest growth in accepted applicants, however (it’s the second largest). For the league leaders, we look to the University of Wolverhampton – which accepted an impressive 3,625 extra applicants compared to last year. Unlike UCL, these are all UK-domiciled students, and nearly all (2,970) are studying business subjects. To me, this suggests a new partnership – I asked Wolverhampton about this, and am waiting to hear back.
But who made the most offers in 2025? For international students, it’s UCL and it isn’t even close. But for home students it was the University of Exeter, which made 7,130 more UK domiciled offers this year than last year (a total of 37,515 offers in the 2025 cycle!) across a mix of subject areas. Exeter wasn’t able to get me a comment before publication – I’ll add one if it comes in later.
And I did promise a look at computing recruitment. It is a decline in both applications and acceptances pretty much across the board – with the exception of an 800 student growth in accepted applicants at Bath Spa University. UCL did recruit 40 more students than last year, but this is against a 1,520 decline in applications. There’s still a bit of growth at the University of Manchester, and the University of York – but note also Escape Studios (a growing independent visual effects specialist that was once known as Pearson College, which delivers degrees validated by the Coventry University).
School leavers
I’ve also put together a version of this chart that shows only the recruitment of 18 year olds. The direct path between school or college and university is no longer the dominant one in the UK, and hasn’t been for some time – but in policymaking and political discussions it is still where minds tend to go.
Focusing on UK 18 year olds, we can see that the University of Exeter has grown most spectacularly compared to last year on applications, offers, and acceptances. Large amounts of growth in this part of the market tends to be concentrated in more selective providers, but we can also see credible performances from big civic providers like Nottingham Trent University, Manchester Metropolitan University, and Liverpool John Moores University.
Conversely we can see smaller but notable declines in applications and acceptances from providers including the University of the West of England, Birmingham City University, and the University of East London. The noticeable pattern is that there is no pattern – recruitment among school leavers can go cold anywhere at any time it would seem. And there are some ways around this – both the University of York (up 1,285) and the University of Leeds (up 3,180) upped school-leaver offer making despite a small decline in applications
A sense of the sector
Competition is clearly heating up. For those who have hit on a winning recruitment formula, the challenge becomes a need to ensure that every additional undergraduate gets the high quality experience they have been led to expect. An increase in fee income is almost all going to go to investment in capacity (be that more staff, retaining existing staff, or providing more resources). If your expansion has been into applicant groups you have little experience in teaching, the need to invest rises.
Conversely, for those who have yet to hit upon the way to attract applications reliably there will already have been internal discussions about what needs to be done or what needs to change. Recruitment can and does figure in portfolio review and course revalidation questions: all of which comes down to whether a provider can afford to do what it would like to continue doing. Losing resources or capacity is a very last resort – once you wave goodbye to a course or department it is very difficult to spin back up.
There will also be attention paid to sector trends – the kind of stuff I plotted back in December when we got the first phase of the End of Cycle release. Is it something your provider is doing, or a more general societal change, that means recruitment is growing or shrinking on a particular course. These are difficult, painful conversations, and need careful, considered, responses.
eSchool News is counting down the 10 most-read stories of 2025. Story #7 focuses on sustainability in edtech.
Key points:
Educational technology, or edtech, has reshaped how educators teach, offering opportunities to create more sustainable and impactful learning environments.
Using edtech in teaching, educators and school leaders can reduce environmental impact while enhancing student engagement and creativity. The key is recognizing how to effectively leverage edtech learning strategies, from digitized lesson plans to virtual collaboration, and keeping an open mind while embracing new instructional methods.
Rethinking teaching methods in the digital age
Teaching methods have undergone significant transformation with the rise of educational technology. Traditional classroom settings are evolving, integrating tools and techniques that prioritize active participation and collaboration.
Here are three edtech learning strategies:
The flipped classroom model reverses the typical teaching structure. Instead of delivering lectures in class and assigning homework, teachers provide pre-recorded lessons or materials for students to review at home. Classroom time is then used for hands-on activities, group discussions, or problem-solving tasks.
Gamification is another method gaining traction. By incorporating game-like elements such as point systems, leaderboards, and challenges into lesson plans, teachers can motivate students and make learning more interactive. Platforms like Kahoot and Classcraft encourage participation while reducing paper-based activities.
Collaborative online tools, such as Google Workspace for Education, also play a critical role in modern classrooms. They enable students to work together on projects in real time, eliminating the need for printed resources. These tools enhance teamwork and streamline the sharing of information in eco-friendly ways.
Sustainability and innovation in education
Have you ever wondered how much paper schools use? There are approximately 100,000 schools in this country that consume about 32 billion sheets of paper yearly. On a local level, the average school uses 2,000 sheets daily–that comes out to $16,000 a year. Think about what else that money could be used for in your school.
Here are ways that edtech can reduce reliance on physical materials:
Digital textbooks minimize the need for printed books and reduce waste. Through e-readers, students access a vast library of resources without carrying heavy, paper-based textbooks.
Virtual labs provide another example of sustainable education. These labs allow students to conduct experiments in a simulated environment, eliminating the need for disposable materials or expensive lab setups. These applications offer interactive simulations that are cost-effective and eco-conscious.
Schools can also adopt learning management systems to centralize course materials, assignments, and feedback. By using these platforms, teachers can cut down on printed handouts and encourage digital submissions, further reducing paper usage.
Additionally, edtech platforms are beginning to incorporate budget-friendly tools designed with sustainability in mind; some of these resources are free. For instance, apps that monitor energy consumption or carbon footprints in school operations can educate students about environmental stewardship while encouraging sustainable practices in their own lives.
Supporting teachers in the shift to edtech
Transitioning to edtech can be a challenging yet rewarding experience for educators. By streamlining administrative tasks and enhancing lesson delivery, technology empowers teachers to focus on what matters most: engaging students.
Circling back to having an open mind–while many teachers are eager to adopt edtech learning strategies, others might struggle more with technology. You need to expect this and be prepared to offer continuous support. Professional development opportunities are essential to ease the adoption of edtech. Schools can offer workshops and training sessions to help teachers feel confident with new tools. For instance, hosting peer-led sessions where educators share best practices fosters a collaborative approach to learning and implementation.
Another way to support teachers is by providing access to online resources that offer lesson plans, tutorials, and templates. Encouraging experimentation and flexibility in teaching methods can also lead to better integration of technology. By allowing teachers to adapt tools to their unique classroom needs, schools can foster an environment where innovation thrives.
If you’re concerned about bumps on this road, remember teachers have common traits that align with edtech. Good teachers are organized, flexible, have communication skills, and are open-minded. Encourage a team approach that’s motivating and leverages their love of learning.
Bringing sustainability and enhanced learning to classrooms
The integration of edtech learning strategies into classrooms brings sustainability and enhanced learning experiences to the forefront. By reducing reliance on physical materials and introducing eco-friendly tools, schools can significantly lower their environmental impact. At the same time, teachers gain access to methods that inspire creativity and collaboration among students.
There’s also this: Edtech learning strategies are constantly evolving, so you’ll want to stay on top of these trends. While many of those focus on learning strategies, others are more about emergency response, safety, and data management,
Investing in modern technologies and supporting teachers through training and resources ensures the success of these initiatives. By embracing edtech learning strategies, educators and administrators can create classrooms that are not only effective but also sustainable–a win for students, teachers, and the planet.
Sam Bowman, Contributing Writer
Sam Bowman writes about people, tech, wellness, and how they merge. He enjoys getting to utilize the internet for community without actually having to leave his house. In his spare time, he likes running, reading, and combining the two in a run to his local bookstore. Connect with him on Twitter @SamLBowman1.
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If you work anywhere near international student recruitment in the UK right now, chances are you’re feeling it: the tension; the uncertainty; the quiet panic behind friendly webinar smiles and networking events where we gather with peers. Is there some comfort in realising it’s not just you? The recruitment landscape really has shifted – and it’s shifted fast.
For years, the UK felt like a safe bet. We’ve dined out on a strong reputation, our many world-class universities and our significant English-language advantage, which has given us a steady flow of students from our key markets. Looking back on the year just gone, it’s not hard to see why it feels like we’ve been living through a crisis.
The international student levy and student demand
The announcement of the international student levy sent shockwaves through the sector. There has been much focus on the potential material impacts to universities, but there is also a significant symbolic effect among prospective international students.
At a time when international students are already facing rising tuition fees, higher living costs, currency volatility, and visa expenses, the levy feels like yet another barrier. Even if institutions absorb the levy cost, the levy has already done time in the court of public opinion, and the “international student tax” perception is out there. The most recent iteration of our student perceptions research, Emerging Futures 8, saw that three of the top five reasons international students decline their offer to study internationally are financially linked: the cost of tuition is beyond their financial reach; the cost of living has become too expensive; and the student visa cost has become too high.
While institutions and the British public are being encouraged to look at it as an investment in other areas of HE, from a student’s perspective, it doesn’t read as investment. It reads as “you’re welcome… but at a price.” We saw a similar proposal come and go in Australia pre-election. The Australian Universities Accord panel considered and ultimately ruled out a levy, on the grounds of both the damage to Australia’s international appeal, and the significant headache in administering it
If we put ourselves in the shoes of a student weighing up studying in the UK versus studying in Germany, the UK option now comes with higher tuition fees to offset domestic fees, the NHS surcharge, an increase in maintenance amounts, a steep visa fee and now, an additional levy. Meanwhile, Germany is saying low or no tuition, post-study work routes and growing English-taught provision. Even if the UK still offers higher prestige, the financial psychology is changing, and we know that matters.
The countries that traditionally send students to the UK are facing shrinking job markets. And while students are still interested in international qualifications, the tone has shifted from aspirational to transactional with a strong emphasis on whether UK study is “really worth it.”
The quiet squeeze of the BCA
The BCA (Basic Compliance Assessment) framework is another pressure point, and it hits universities unevenly. On paper, it’s about quality and credibility, which no one disputes works to safeguard the reputation of the UK. But operationally, it’s becoming a quiet limiter on recruitment ambition. If an institution’s refusal rate climbs, its recruitment strategy tightens. If dependency on a single market becomes too visible, risk tolerance drops. And suddenly, growth opportunities shrink.
That’s not because the demand isn’t there, but because the risk feels too high, with real consequences: fewer bold recruitment experiments; less appetite for new or emerging markets; more conservative agent partnerships and reduced flexibility in offer-making. The result? A recruitment environment that’s more cautious than creative.
Sliding demand for the UK
For a long time, the UK competed largely on reputation. Now, while the UK is still in the conversation, it no longer owns the room. The UK still has world-class education, but these days, so does everyone else. While UK institutions were navigating Brexit fallout, policy uncertainty, immigration messaging shifts and now compliance tightening, our competitors were building momentum. Students are more informed than ever. They compare graduate salaries, post-study work options, cost of living, the political climate, safety, and mental health support as well as prestige and reputation. But the recruitment decision is no longer just academic – it’s deeply geopolitical and financial, with a focus on ROI.
The UK is no longer the automatic first choice destination it once was. Emerging Futures 8 puts Australia out front, with the UK second, ahead of the USA. But this doesn’t mean demand has collapsed. It means it has fragmented.
We’re seeing a softening in traditional high-volume markets, slower conversion from offer to enrollment and more students holding multiple destination options later into the cycle. In fact, the same survey showed that now only 12 per cent of students apply for one destination – meaning 88 per cent of students are considering multiple options and they are holding onto those options much later down the recruitment funnel than in previous years. This also goes some way to explaining why institutional modelling of admissions is not as accurate as it has been in the past.
At the same time, countries like France and Germany are stepping confidently into the spotlight. France has aggressively expanded English-taught programmes, particularly at Masters level. Business schools, engineering schools and public universities are all in the mix. Add lower tuition and growing post-study work routes, and suddenly France is no longer Plan B but a plausible first-choice option.
Germany, meanwhile, has quietly built one of the most attractive international education propositions in the world: minimal or zero tuition, strong industry links, STEM leadership and a welcoming post-study work ecosystem. Layer in concerted campaigns from Poland, Spain, Turkey, Korea, China and Hong Kong to attract international students and you’ve got a busier marketplace than UK HE has ever had to contend with.
What this means in 2026
Despite all of the rather gloomy realities I’ve outlined, I see no reason why the UK should concede its market advantage without a fight – we are looking forward to working with our partners in 2026 to do just that. But winning back market share will mean recognising that the UK is no longer competing from a position of automatic advantage. We’re competing in a truly global marketplace where value matters as much as prestige, policy signals shape perception, compliance restricts agility, and cost sensitivity is rising everywhere.
The institutions that will thrive are the ones that diversify markets meaningfully (not just on paper), invest in authentic student support, build real industry and employability pipelines, strengthen agent relationships as partnerships, and tell clearer, more honest value stories to students. As the government puts the final touches to its international education strategy, there is much opportunity to sustain and even extend international education, but any strategy that depends on “recruit as many as we can” without thinking deeply about how the offer lands in the international student market, is not likely to see long term success.
Because right now, the world isn’t waiting for the UK to catch up. The world has already moved on, and our future students have moved with it.
This article is published in association with IDP Education.
For instructors, it’s clear when student engagement strategies are needed, especially when facing blank stares, eyes focused on cell phones, and a lack of participation. These are telltale signs that students are not engaged during class. But why is student engagement so important? Student engagement is a broad concept that encompasses both the physical and psychological energy students dedicate to learning, as well as their motivation and emotional connection to academic material.
This article covers 34 student engagement strategies suitable for any college-level course, intended for instructors seeking practical tips and research-backed guidance on building classroom engagement. As a comprehensive guide to boosting student engagement, it highlights collaborative learning and digital interaction as key approaches to increase participation, understanding and enjoyment in both online and traditional educational settings.
Audience: This guide is designed for college instructors and educators who want to address disengagement and improve learning outcomes in their courses.
Why strategies matter: Student engagement is crucial for academic success and overall learning outcomes. Higher levels of student engagement are associated with improved academic performance. Engaged students are more likely to persist in their studies and achieve their educational goals. Engagement in learning activities enhances students’ motivation to learn—and students who are engaged in their learning are more likely to develop critical thinking skills.
Key benefits of student engagement:
Fosters critical thinking and deeper understanding
Improves academic performance and learning outcomes
Increases student persistence and achievement of educational goals
Enhances motivation and sense of belonging
In an era where technology permeates virtually every aspect of our lives, distractions are an ever-present concern. And this means that engagement strategies for students are becoming even more essential in modern college courses. So how do instructors build learning environments that are engaging, lively and motivated? They have to incorporate strategies to build community, connection and a love of learning.
Engaged students are typically more curious about a subject—perhaps even more passionate about it. Encountering new ideas can spark motivation and lead to deeper engagement, as students find joy in exploring innovative concepts and approaches. Increasing student engagement is crucial for enhancing students’ confidence, comprehension, and overall learning experiences. While some students may be motivated primarily by the pursuit of good grades, true engagement involves a desire to learn for its own sake and a deeper sense of intrinsic motivation. Increasing engagement can help improve student motivation and, in turn, boost student progress and achievement.
Student engagement is closely linked to student achievement. Numerous studies have found that when instructors use strategies that are explicitly designed to get students’ attention—and to actively engage them in the learning process, including quick, low-order activities to hold students attention during brief periods of inactivity—test scores and graduation rates increase, and learning objectives are more likely to be met, which makes understanding how to engage students even more important for instructors.
Here, we provide 34 strategies to bring creativity, collaboration and participation to your classroom.
How student engagement strategies can fit in your classroom
In a classroom where engagement is emphasized, students are asked to participate more rigorously in the learning process and sometimes even in course design. Lectures still exist, but they now incorporate multimedia, technology and class participation. In hybrid and online learning environments, this can mean polling, classwide discussions and competitive activities. Integrating digital tools such as laptops, tablets and videos directly into lesson content can further enhance student engagement and make lessons more dynamic and relevant to digitally literate students. These approaches are highly effective for boosting student engagement by increasing participation, understanding and enjoyment in both online and traditional educational settings. These engaging, relevant activities for students can energize your classroom and take learning to a new level, wherever it takes place.
By engaging in hands-on activities, students learn to support, trust and listen to each other, while developing important skills like collaboration and communication—skills that can’t be learned from a textbook, interactive or not. Learning to get along with peers, for example, isn’t something you can pick up through memorization.
Transition: Next, we’ll define what student engagement strategies are and explore key terms and approaches that underpin effective engagement in the college classroom.
What are student engagement strategies?
Student engagement strategies are activities, tactics and approaches that serve as a core educational practice for effective teaching. Educators can leverage these strategies during and after class to keep students invested in their learning. They can be used to increase active learning, participation and collaboration in the classroom—and can be everything from simple changes made in your next class to a complete revamp of your curriculum, course delivery and assessment methods.
Key definitions and interconnections:
Active learning techniques include group work, inquiry, hands-on experiments and role-playing.
Using group work and collaboration gives students a welcome break from solo bookwork, allows them to express their ideas and provides opportunities to encounter and explore new ideas, which can deepen engagement.
Inquiry-based learning gives students ownership by allowing them to explore their own questions.
Creating a positive climate involves building strong teacher-student relationships and fostering a safe environment.
Engaging with students’ interests builds strong relationships and rapport while enhancing their learning experience.
Using varied active-learning strategies can engage a broader population of students.
Using diverse engagement opportunities can help reach students with varying learning preferences.
The following strategies are effective methods for engaging diverse learners and can be adapted to fit various educational settings. Here are some creative strategies for engaging students in learning—ranging from small changes to more substantial pedagogical shifts.
Transition: With these definitions in mind, let’s look at how to create a positive classroom environment as the foundation for engagement.
Creating a positive classroom environment
A positive classroom environment is the foundation for promoting student engagement and building a thriving learning community. When students feel welcomed, respected and supported, they are more likely to participate actively and take ownership of their learning.
Arranging the classroom for collaboration
Teachers can foster this environment by thoughtfully arranging the classroom to encourage collaboration—such as grouping desks for small group work or creating spaces for student-led discussions. Displaying inspirational quotes and showcasing student work on classroom walls not only celebrates achievements but also helps students feel valued and connected to the learning process.
Encouraging collaborative learning
Encouraging collaborative learning is another key strategy. By providing opportunities for students to work together in small groups, teachers promote active participation and help students develop strong relationships with their peers. This sense of community makes students more comfortable sharing ideas and taking academic risks.
Modeling positive interactions
Teachers who model positive interactions and set clear expectations for respectful communication further contribute to a supportive classroom environment. Ultimately, a positive classroom climate is essential for keeping students engaged, motivated and eager to learn.
Transition: Once a positive environment is established, instructors can implement specific engagement strategies in their teaching practice.
Student engagement strategies for your teaching
1. Active learning: Create a teaching and learning environment primed for student participation, such as calling on students to answer a question, individual reflection and group problem-solving. Encourage students to take on active roles in collaborative learning environments, where they can teach or practice concepts with their peers. When students explain concepts to other students, it not only reinforces the explainer’s understanding but also benefits the rest of the class by clarifying ideas and promoting inclusive participation. Incorporate open-ended questions that may have more than one correct answer, allowing students to demonstrate comprehension beyond simple recall. Be mindful that distractions and feelings of exclusion can impact students’ working memory and learning outcomes.
Use case: Donna Smith, Instructor of Mathematics at Sierra College, used Top Hat to create a connected, engaging learning experience for students learning asynchronously. Leveraging Top Hat’s streamlined platform with features to customize course content, Smith uses more than 14 different question types to assess student learning as the course progresses. Next term, she plans to embed interactive questions between lecture videos, so students have the opportunity to practice course concepts right after learning them. Key takeaway: Flexibility and anonymity in questioning can support first-generation students and encourage participation.
2. Participatory teaching: This student-centered approach to pedagogy accounts for the different skills, backgrounds and learning styles of students. The focus of participatory teaching is on self-regulation and self-reflection; specific strategies include using different teaching methods and varying means of assessment, which adds a greater level of flexibility, a key part of any engagement strategies for online learning. When asking questions, provide wait time to allow students to think and formulate thoughtful responses, which can enhance participation and engagement.
3. Flip the classroom: Flip the traditional lecture-homework relationship. Students study the subject matter independently and outside class through tools such as pre-recorded videos. Class is then spent on student-centered learning such as working through problems, debating or group work. When engaging in group work, encourage students to collaborate on the same topic to enhance understanding and ensure everyone is included. After posing questions, allow students sufficient wait time to reflect before responding, which supports deeper engagement.
4. Technology in the classroom: Students expect to be constantly connected and want immediate feedback. Online and mobile technology can be used to provide active learning activities and to keep students engaged outside the classroom.
5. Classroom management strategies: Classroom strategies help instructors build a distraction-free environment. As an instructor, you can build in student engagement by asking learners to help shape classroom rules. As an activity in the first week of classes, decide on a set of shared values and create a set of guidelines, like active listening, what respectful disagreements look like and how to create a safe space for questions. Incorporate physical activity into the classroom to maintain engagement and alertness. Structure participation in such a way as to promote inclusivity and equitable involvement from all students. Design classroom environments to support students and their individual needs, ensuring everyone has the opportunity to succeed. Using humor throughout lessons lightens the mood and makes for a more enjoyable learning experience.
6. Writing: Exercises such as journaling and one-minute papers can help keep students engaged in class as well as improve thinking skills. These activities allow students time to reflect and engage more deeply with the material.
7. Culturally responsive teaching: This strategy ensures students see themselves reflected in course readings, activities and lesson plans. Faculty might bring in diverse guest speakers to give a lecture on a niche topic. Alternatively, educators might ensure a certain percentage of their required readings are authored by scholars from under-represented populations. Use relevant examples from students’ cultural backgrounds and real-life experiences to illustrate concepts and promote engagement.
Transition: With foundational teaching strategies in place, the next step is to align engagement activities with your curriculum for maximum impact.
Student engagement activities based on your curriculum
Instructors can start lessons with engaging hooks to capture students’ interest and set the stage for active participation throughout the session.
8. Set expectations: At the beginning of a course, ask students what they expect from you and then try to meet those expectations. Students are more engaged when they have a good relationship with the instructor. It’s also important to recognize and engage individual students, considering their unique learning experiences, characteristics and needs to promote equitable learning outcomes.
9. Integrated curriculum: Combine disciplines rather than compartmentalizing subjects. Some medical schools, for example, have moved away from teaching subjects in isolation such as physiology and anatomy and moved toward studying organ systems where students learn the physiology and anatomy associated with that system.
Use case: John Redden, Associate Professor of Physiology and Neurobiology at the University of Connecticut, is a long-time Top Hat user and has leveraged the platform to offer a consistent and equitable hybrid learning experience. Key takeaway: Giving students control over their schedules and diversifying teaching and assessment methods supports engagement and equity.
10. Think-pair-share: Think-pair-share encourages students to work together to solve problems.
Students take a few moments of individual reflection to gather their thoughts on a given topic.
Then, have them discuss their thoughts with a peer.
Next, have the pair of students form a group with another pair and encourage the group of four to inquire about one another’s opinions.
Make sure all students share their ideas during group discussions to maximize participation and engagement.
11. Make the course relevant: Students want courses to be relevant and meaningful. Use real-world examples to teach. Where the course is relevant to a specific occupation, ensure it’s aligned with the current needs of the occupation.
12. Cooperative learning: Encourage students to work together by arranging them in partners or small groups to help them achieve learning goals. Group work can include assignments, discussions, reviews and lab experiments—even having students discuss a lesson with their peers.
13. Authentic learning experiences: Encourage active engagement in the classroom by having students tackle real-world problems and attempt to come up with a solution through methods such as inquiry and experimentation. Ideally, the solution will benefit others or the community. Experiential learning—when students learn from reflecting on their real-world learning experience—is a further development of this, and is an effective teaching strategy.
14. Social media: Potential uses for social media include sharing relevant content, posting instructional videos on YouTube and facilitating ongoing discussion groups. However, strict guidelines for use must be put in place and enforced.
15. Quick writes: During each lesson, ask students to write down their questions, thoughts and points of clarification. This is an easy-to-implement way to encourage students to think critically and analytically about the course content.
Transition: To further promote higher-order thinking, the next section focuses on engagement strategies for critical thinking.
Engagement strategies for critical thinking
Promoting critical thinking in the classroom is essential for deeper learning and academic achievement. Engagement strategies that encourage students to analyze, evaluate and synthesize information help them move beyond surface-level understanding.
Techniques for fostering critical thinking
Ask open-ended questions that require students to justify their reasoning, interpret data, or solve real-world problems.
Incorporate real-world examples and case studies, prompting students to apply theoretical concepts to practical situations.
Use instructional strategies such as think-pair-share, jigsaw reading, and Socratic seminars to encourage discussion, debate and reflection on complex issues.
Require students to engage in thoughtful dialogue and collaborative problem-solving.
By requiring students to engage in thoughtful dialogue and collaborative problem-solving, teachers help them develop the critical thinking skills needed for success in the modern age. These strategies not only increase student engagement but also foster a classroom culture where deeper learning and meaningful academic achievement are the norm.
Transition: Empowering students with autonomy is another powerful way to enhance engagement, as explored in the next section.
Giving students autonomy
Empowering students with autonomy is a powerful way to enhance student engagement and motivation. When students are given choices in their learning process—such as selecting topics for projects, choosing how to present their work, or setting personal learning goals—they feel a greater sense of ownership and investment in their education. This sense of agency encourages students to take an active role in their learning environment, leading to deeper learning and understanding.
Strategies for student autonomy
Provide learning menus, choice boards, or opportunities for self-directed projects.
Allow students to work at their own pace and reflect on their progress through self-assessment.
Support student autonomy to create a classroom environment where students are motivated to learn and achieve their best.
Transition: Assessment is another key area where engagement strategies can make a significant difference, as detailed in the following section.
Student engagement strategies for assessments
16. Prepare for class before class: Students get more out of class time if they’re familiar with the material before they arrive. Exercises such as pre-class quizzes ensure they’re knowledgeable enough to contribute.
17. Assess early and often: Frequent quizzes for formative assessment (for “fun”) work well alongside traditional midterm and final exams. Frequent testing reduces the temptation for students to cram and forces them to space out their learning, which leads to better retention. Having the first test within the first few classes also helps prevent students from falling behind—boosting student achievement early. Use formative assessments to hold students accountable for their learning, encouraging consistent participation and responsibility.
18. Assess attendance: Student attendance can improve grades as well as engagement. Consider making attendance part of their overall assessment. Many learners enter university without proper study skills and first-year students can benefit from the structure of mandatory attendance.
19. Problem-based or project-based learning: Students are tasked with solving a problem or completing a project, but the focus is on the end product, allowing students to determine what resources are needed to solve the problem or complete the project.
Instructors should also regularly self assess their use of student engagement strategies, using tools like self-assessment tables, to identify which approaches they currently use and which could be adopted to improve classroom inclusion.
Transition: Presentation skills and classroom delivery also play a vital role in engaging students, as discussed next.
Classroom engagement strategies using your presentation skills
20. Use visual representations: Engage students with animations, 3D representations and concept maps, all of which can help them visualize complex subjects. Instructors should also focus on paying attention to individual students’ engagement and needs when using visual tools, ensuring that every learner benefits from these strategies.
21. Inquiry-based learning: To answer questions posed by the instructor or by the students themselves, a learner undertakes his or her own research to arrive at an answer. Inquiry-based learning can be as simple as watching video lectures, or more involvement could come from designing and performing an experiment. Encouraging participation from one student at a time during inquiry-based activities helps foster an inclusive environment where each individual feels valued and supported.
22. Use simulations: Games or role-playing place students in an imaginary setting defined by the instructor, providing for an interactive, participatory learning experience.
23. Tell stories: Wherever possible, tell stories to illustrate concepts when giving lectures. This helps students to process course concepts in their own words and move past rote memorization. For example, you might ask them to paraphrase a story or definition, explain a concept in their own words, tell a story that relates to it, or provide analogies to further illustrate a course concept. Encouraging one student at a time to share their perspective or story can promote inclusivity and ensure that every voice is heard.
Use case: Steve Joordens, Professor of Psychology at the University of Toronto, has devoted much of his career to the issue of student distraction and its ephemeral counterpart, student engagement. And if he’s learned one thing about engagement, it’s that there’s more than one way to foster it. So he set about trying to name the different techniques, which led Joordens to create a taxonomy of student engagement, complete with its own handy label: RIFS, an acronym for “Relevant, Interesting, Fun, Social.”
Key takeaways:
Relevant: Answering the well-worn student grouse, “Why are we learning this?” Classroom activities such as problem-based or work-integrated learning can enhance any course material’s relevance.
Interesting: Personalized learning strategies in the classroom encourage students to take greater ownership over their own education, which develops a stronger sense of intrinsic motivation.
Fun: Making the classroom experience enjoyable helps keep students’ minds relaxed and open.
Social: Encouraging students to interact and learn from each other as well as from their instructors or their readings. Tactics such as response systems and peer assessments foster more social interaction in learning.
Transition: Technology is another powerful tool for enhancing engagement, as explored in the next section.
Using technology to enhance learning
Integrating technology into the classroom is a highly effective way to boost student engagement and promote deeper learning. Technology offers students interactive and immersive experiences, such as virtual field trips, simulations, and educational games, which make learning more dynamic and memorable.
Leveraging digital tools
Use online platforms to facilitate collaboration and communication, enabling students to participate in discussions, share resources and work together on projects regardless of location.
Provide students with real-time feedback, track progress, and identify areas where additional support is needed.
Encourage critical thinking and creativity by allowing students to explore complex ideas in innovative ways.
By leveraging digital tools, teachers can create a learning environment that supports student engagement, fosters deeper learning and prepares students for success in the modern age.
Transition: Collaboration is also essential for engagement—let’s look at strategies that encourage students to work together.
Student engagement strategies to encourage collaboration
24. Snowball discussions:
Continue combining groups until the class is back together
Randomly assign students in pairs with a discussion question.
After a few minutes, combine the pairs to form groups of four.
After another five minutes, combine groups of four to form a group of eight—and so on.
25. Philosophical chairs:
Read a statement that has two possible answers—agree or disagree—out loud to your class.
Ask students to move to one side of the room or the other, depending on whether they agree or disagree with the statement.
Once all participants have selected a side, encourage students on either side to argue in favor of their position.
This way, students can visualize where their peers’ opinions lie, compared to their own.
26. Affinity mapping:
Place students in small groups and pose a general question or problem to them that has many possible answers, such as “How would the history of the United States be different without Teddy Roosevelt” or “How would society be different if the Internet was never invented?”
Have students write their ideas on small index cards or on an online discussion thread.
After ten minutes, ask students to group their similar ideas into categories, then label the different groupings and discuss how each idea fits.
Suggest that students consider how the categories are related.
This allows students to participate in critical thinking by analyzing ideas and organizing them in relation to one another.
27. Concentric circles:
Ask students to form two circles: an inner circle and an outer circle.
Each student on the inside is paired with a student on the outside. Have them sit facing each other.
Pose a question to the broader group and ask the pairs to discuss their responses.
Have students on the outside circle move one space over after five minutes so they’re standing in front of a different peer.
Repeat the process for a few rounds, asking a new question each time and exposing students to their peers’ different perspectives.
28. Make it personal:
After a lecture unit or lesson concludes, arrange learners into discussion groups or online breakout rooms.
To encourage students to reflect on their personal connections to the material they are learning, ask them questions like “How did this change your initial understanding of the concept” or “Describe your initial reaction to this idea.”
29. Socratic seminar:
To prepare for a discussion, ask students to review a textbook chapter or a separate reading and develop higher-order thinking questions to pose to their peers.
During class, ask an open-ended question to introduce the activity.
Have students continue the conversation, encouraging their peers to use evidence-based claims, based on course concepts or texts.
Students are encouraged to share the floor with their peers, however, there doesn’t need to be a specific order for speaking.
Transition: Communication skills are also vital for student success; the next section highlights strategies to build these skills.
Student engagement strategies to build communication skills
30. Brainwriting:
To build rapport and respect in your classroom, give students time to reflect on their learnings in writing, following a challenging course concept.
Using guided prompts or leaving it open to your students’ interpretation, have them share their thoughts and questions in a conversation with peers during class time or through an online discussion thread.
Knowing how to keep students engaged throughout the duration of class ensures that they will be able to understand course concepts on a deeper level.
31. Concept mapping:
Collaborative concept mapping is a way of visually organizing concepts and ideas, in order to better understand how they are related.
In small groups, students can use this exercise to go over past work or to brainstorm ideas for future assignments and projects.
For face-to-face classes, have students place sticky notes and chart paper on the classroom walls.
For online classes, the digital whiteboard feature in Zoom allows students to map out ideas and connect concepts.
32. Debate:
Pose an issue or topic to your class.
Place students into groups according to the position they hold on the topic.
Ask each group to develop some arguments or examples to support their opinion.
Put each group’s idea on a virtual whiteboard or piece of chart paper, to be a starting point for a classwide discussion.
To conclude, encourage students to debate the strengths and weaknesses of each group’s argument, to help students improve their higher-order thinking and analysis skills.
33. Compare and contrast:
Place students into groups and ask them to focus on a specific chapter in their textbook.
Encourage them to find similarities and differences between ideas that can be found in course readings and external sources, like articles and videos they may find.
This way, students benefit from sharing resources and learning from one another’s perspectives.
34. Assess/diagnose/act: This activity helps strengthen students’ problem-solving abilities and can spur more dynamic discussions. Propose a topic or controversial statement, then follow the steps below to start a discussion:
Assessment: What is the main problem or issue?
Diagnosis: What is its root cause?
Action: How can we, as a group, solve the issue?
Transition: To ensure these strategies lead to meaningful learning, it’s important to focus on fostering deeper understanding, as described in the next section.
Fostering deeper learning and understanding
To foster deeper learning and understanding, teachers must go beyond surface-level instruction and create opportunities for students to engage in critical thinking, analysis, and reflection.
Combining direct instruction with practice
Combine direct instruction with guided and independent practice to help students build a strong foundation while encouraging them to apply new knowledge in meaningful ways.
Use scaffolding, think-alouds, and self-assessment to help students connect prior knowledge to new concepts and develop a deeper understanding.
Making learning relevant
Incorporate real-world examples and case studies to make learning relevant and show students how their knowledge applies outside the classroom.
Use project-based learning, service-learning and experiential learning activities to give students hands-on opportunities to solve problems and make connections to the real world.
These approaches not only increase student engagement but also help students develop essential skills such as critical thinking, problem-solving, and effective communication. By providing students with varied and authentic learning experiences, teachers support deeper learning and prepare students to thrive in the modern age.
Transition: The following sources inform these strategies for engagement and deeper learning.
Conclusion: The lasting impact of student engagement
Student engagement is a broad concept that extends far beyond simple participation—it is the driving force behind meaningful learning, academic achievement, and the development of essential skills in individual students. When teachers encourage students to take an active role in the learning process, they create a classroom environment where collaborative learning, real-world applications and technology come together to make lessons relevant and memorable.
Promoting student engagement requires a thoughtful blend of instructional strategies, such as think-pair-share, group work, and open-ended questions. These approaches not only hold students accountable for their learning but also encourage them to reflect on their understanding and connect course material to real-world situations. By providing students with relevant examples and opportunities to share their ideas, teachers help students feel valued and motivated to stay engaged.
A supportive learning environment is central to increasing student engagement. When students feel included and respected, they are more likely to participate actively, think critically, and pursue deeper understanding. Engagement strategies that foster emotional engagement, critical thinking and active participation lead to higher levels of motivation, persistence and overall academic achievement.
Teachers play a vital role in promoting student engagement by designing classroom activities that are interactive, inclusive and aligned with learning goals. By prioritizing collaborative learning and giving students the chance to take ownership of their education, educators can transform the classroom into a space where deeper learning and academic success are the norm.
Ultimately, making student engagement a central idea in educational practice benefits both students and teachers. When learning is relevant, interactive and fun, students are more likely to thrive academically and reach their full potential. By following these engagement strategies and fostering a positive classroom environment, teachers can ensure that all students feel supported, motivated, and empowered to learn and grow—creating a lasting impact on their educational journey.
References
Ojalvo, H. E., & Doyne, S. Five Ways to Flip Your Classroom With The New York Times. [Blog post] New York Times. Retrieved May 15, 2019 from https://learning.blogs.nytimes.com/2011/12/08/five-ways-to-flip-your-classroom-with-the-new-york-times/
Evans, C., Muijs, D. & Tomlinson, M. (2015). Engaged student learning: high-impact strategies to enhance student achievement. [White paper] Retrieved May 15, 2019 from: https://www.heacademy.ac.uk/knowledge-hub/engaged-student-learning-high-impact-strategies-enhance-student-achievement
Twelve Best Practices for Student Engagement and Retention. [White paper] Retrieved May 15, 2019 from Mansfield University of Pennsylvania: https://www.mansfield.edu/academic-affairs/upload/Twelve-Best-Practices-for-Student-Engagement-and-Retention-2012.pdf
Quevillon, K. (2017). Student Attendance Matters, Even If Lectures Are Online. Ask Harvard. [Blog post] Retrieved May 15, 2019 from Top Hat Blog: https://tophat.com/blog/student-attendance-harvard/
Inquiry-Based Learning. Retrieved May 15, 2019 from Queens’ University, Kingston: https://www.queensu.ca/ctl/teaching-support/instructional-strategies/inquiry-based-learning
Frequently Asked Questions
What exactly counts as “student engagement?”
In this context, “student engagement” refers to students’ active participation and investment in their own learning. That includes not just attending class, but interacting with course content (e.g. doing readings, watching lectures), contributing in discussion, applying ideas to assignments or problem sets and reflecting on materials—whether in class, online, or during self-study.
Why is engagement important—can’t students just passively learn by reading or listening?
Research and teaching experience show that active engagement helps students better understand, retain, and apply concepts. Engaged students learn more deeply, develop critical thinking, and often perform better academically. Passive learning tends to result in poorer retention and less ability to apply knowledge outside the classroom.
Which strategies work best for large lecture courses vs small seminars?
Many engagement strategies can be adapted to both settings. For large lectures, tools like interactive polls, low-stakes quizzes, clicker questions, or online discussion boards help engage many students at once. In smaller seminars, group discussion, peer-review, collaborative assignments, or open discussion foster deeper interaction and student voice. Blended approaches—combining lecture, active learning, and ongoing formative assessments—often work well regardless of class size.
How much time does it take for instructors to implement these engagement strategies?
It depends on the strategy. Some activities like adding a quick in-class poll or discussion prompt may take only a few minutes. Others, like redesigning assignments around active learning or setting up peer review, require more planning up front. However, many instructors find the extra effort pays off: engaged students are often more motivated, more likely to participate, and may require less remedial support later on.
Trust in colleges and universities is slipping. Public narratives about higher education are being shaped without institutional input. At the same time, search behaviors that marketing teams have spent years refining are being rapidly overtaken by artificial intelligence and that shift is fundamentally altering how visibility is earned and maintained. If institutions do not begin treating public relations as a strategic imperative they risk being left out of the conversations that define relevance.
The urgency becomes clearer when we look at the data. According to our 2026 Landscape of Higher Education Report, 74% of Americans in 2010 believed college was “very important” to success. By 2025, that number has dropped to just 35%, as shown in Gallup’s latest trend data. Meanwhile, the percentage of people saying college is “not too important” has increased fivefold. These are not isolated shifts in public opinion. They are broad signals that confidence in higher education is diminishing and with it, the sector’s influence in shaping the future workforce and civic landscape. The reality that this is not business as usual, but what comes next, is becoming harder for leadership teams to ignore.
Despite this, many institutions continue to rely on messaging frameworks and digital strategies that were designed for a web environment that no longer exists.
AI Is Rewriting the Rules Quietly and Quickly
Search behavior is evolving at a pace that is difficult to match and artificial intelligence is now redefining what visibility looks like. EducationDynamics’ Q3 2025 data shows that nearly 43% of all Google searches end without a click. In other words, users are getting their answers directly from AI-generated summaries, often without ever reaching an institution’s website.
That change does not diminish the importance of websites or blog content, but it does alter how they function. Pages that were once primary destinations are now source material feeding large language models and search algorithms. The value of that content is not in clicks alone, but in its ability to influence what AI tools surface in response to user questions.
The AI Visibility Pyramid featured in our 2026 Landscape of Higher Education Report illustrates how visibility is earned in this new environment. At its foundation is owned content, which includes blogs, faculty profiles, explainer articles and program pages. These assets contribute essential signals that shape how AI systems understand and rank institutional authority. However, they are not sufficient on their own. They must be elevated and validated through external sources to carry meaningful weight in this ecosystem.
Owned content becomes most effective when it is distributed and linked through credible channels. Media coverage, thought leadership placements and backlinks from high-authority outlets all play a critical role in reinforcing an institution’s visibility and shaping its reputation in the broader information landscape. What matters most is not just what institutions say about themselves, but where and how those messages are repeated, cited and trusted.
The transformational work happening within higher education is substantial, but it is often not reaching the audiences who need to see it most. Whether it is a first-generation student securing a high-impact internship, a research partnership influencing policy or faculty-led innovation with industry implications, these stories are powerful proof points of institutional value. Yet too often, they remain confined within internal channels or are overlooked altogether.
Public relations plays an essential role in ensuring this work does not go unseen. Visibility must be actively cultivated, not assumed. Trust is built not only through consistent messaging, but through third-party validation that reinforces an institution’s credibility and relevance. As AI becomes the first layer of search for many users, the presence of credible, external proof will determine whether institutions are even included in the digital conversation.
The absence of that visibility has consequences. When institutions are not showing up in external media, not being cited in trusted sources and not contributing to narratives beyond their own platforms, they become harder to discover and easier to overlook. That decline in visibility often coincides with declines in public trust, prospective student interest and donor engagement. Reversing those trends begins with being present and recognized in the places that matter most.
For many colleges and universities, that also means grounding PR strategy in data from resources like the EducationDynamics’ Marketing and Enrollment Management Benchmarks, which tracks how visibility, demand and student behavior are shifting across the sector.
Public Relations Is Not a Press Release Function
In many institutions, public relations remains anchored to a traditional calendar of announcements tied to internal milestones. Press releases about new buildings, faculty honors, strategic plans and major gifts continue to dominate the output. While these updates have their place, they rarely break through the broader noise or shift the public narrative in a meaningful way. The same structural constraints that can keep marketing from leading, as we describe in Marketing Can’t Lead If Shackled by Structure, often limit what PR is allowed to be.
Today, public relations must function as a core strategic asset, not a service center. Its value lies in its ability to translate institutional mission and outcomes into public narratives that are credible, compelling and consistent with the institution’s brand. These stories should not be reactive, nor should they be generic. They should be aligned with the brand pillars that define what the institution stands for and where it is headed.
Institutions that claim leadership in areas like social mobility, research innovation or workforce readiness must make those claims evident through the stories they place and the voices they elevate. It is not enough to state the promise. It must be demonstrated through ongoing, credible engagement that reflects those themes in national and regional conversations.
This is where owned content and earned media intersect. Blogs, faculty profiles and campus features continue to matter, but they must be intentionally positioned and supported through media outreach and content distribution that expand their reach.
According to Muck Rack’s 2025 Generative Pulse report, more than 95% of the sources cited by generative AI tools are unpaid. Of those, 27% are journalistic, with the most frequently cited outlets including Reuters, NPR, the Associated Press, The New York Times and Bloomberg. These platforms are not pulling directly from institutional press centers. They are reflecting content that has been validated, shared and linked widely across trusted networks.
For institutions that want to shape public perception, these are the environments where visibility must be earned. That means placing stories where they will be seen, cited and shared. It also means ensuring that those stories reflect the strategic priorities and differentiators that define the institution’s place in a competitive market.
Leaders do not have to guess where to begin. EducationDynamics’ market research solutions and consulting services are built to help institutions translate insight into narrative strategy, then connect that strategy to measurable revenue and reputation outcomes.
Public relations is no longer optional. It is an infrastructure investment in how institutions are discovered, described and believed. It builds the signals that matter most to both human audiences and machine-driven systems. It is not enough to have a good story. It must be findable, credible and aligned with the identity the institution wants to project.
What Leadership Should Do Now
For presidents, CMOs and enrollment leaders, treating PR as infrastructure starts with a few concrete moves:
Audit your external visibility Compare how you are described on your own channels with how you show up in search results, media coverage and AI summaries. Identify the gaps between the story you tell and the story the market sees.
Align PR with brand and enrollment goals Build PR around a small set of institutional themes, such as social mobility, research impact or workforce readiness, that reinforce your brand and support priority programs. Measure success in terms of visibility, inquiry growth and reputation, not just clips.
Prioritize a short list of voices and proof points Elevate a consistent bench of leaders, faculty and partners who can speak to your themes with credibility. Match their stories to concrete outcomes, such as student trajectories, employer partnerships or policy influence.
Resource PR to lead, not just respond Shift PR from a press release calendar to a proactive pipeline of narratives aimed at the outlets, conversations and audiences that matter most. Integrate that work with marketing, enrollment and crisis leadership, as we emphasize in Leadership Matters During Crisis.
These steps move PR from a communications activity to a strategic system that shapes how your institution is discovered and believed.
Leadership Cannot Afford to Miss This Moment
The question is no longer whether an institution is doing meaningful work. It is whether that work is being seen, cited and valued in the right places. Institutions that fail to show up in earned media, in search results and in national conversations are not simply underexposed. They are at risk of becoming irrelevant, not because they have failed to deliver, but because they have failed to be discovered.
The stakes of that visibility gap increase during times of disruption. The same is true for the sector’s own story. EducationDynamics’ In the News presence and Insights hub illustrate how consistent, strategic visibility can reinforce a clear point of view and a challenger mindset in the market.
This is not a short-term communications problem. It is a long-term visibility challenge. For colleges and universities that want to remain vital to the communities they serve, public relations may be one of the most urgent and strategic tools available right now. When PR is aligned with full-funnel marketing services, enrollment strategy and market intelligence, it becomes a force multiplier for both revenue and reputation.
The next wave of prospective students is already taking shape: Generation Alpha, born between 2010 and 2024. They’re poised to become the most digitally fluent, diverse, and tech-immersed generation in history, raised on smartphones, voice assistants, and AI from day one. By 2028, the first Gen Alpha freshmen will be setting foot on college campuses, bringing entirely new expectations for how learning happens and how schools communicate their value.
Here’s the thing: education marketers can’t afford to wait. Gen Alpha’s habits and motivations differ sharply from Millennials or even Gen Z. In this article, we’ll unpack who Gen Alpha is, what drives their choices, and why institutions must start adapting their recruitment strategies now.
Drawing on Higher Education Marketing (HEM)’s latest research and webinar insights, we’ll introduce our recommended “PAC” framework, Platform, Algorithm, Culture, a model designed to help schools reach Gen Alpha effectively. We’ll also explore strategies like dual-audience messaging (targeting both students and their Millennial parents), along with content tactics centered on authenticity, user-generated content (UGC), answer-first communication, and AI-ready web experiences.
These ideas will be grounded in real-world examples, from universities using Roblox campus tours to schools experimenting with Snapchat AR lenses, and illustrated through HEM client success stories across K–12, language, and higher education sectors.
By the end, you’ll have a clear roadmap to engage both Gen Alpha and their parents through an integrated approach that connects CRM lead nurturing, SEO, social media, and multilingual content into a cohesive next-gen recruitment strategy.
Let’s dig into what makes Generation Alpha unique and how your institution can get ready now.
Who Is Generation Alpha?
Generation Alpha refers to children born between 2010 and 2024. They are the first cohort raised entirely in the 21st century, often called the first true digital natives.
From iPads in the crib to AI assistants in the living room, Gen Alpha has never known life without touchscreens or high-speed internet. Many learned to navigate apps and streaming platforms before they could read, making technology an effortless part of everyday life.
Early experiences with remote and hybrid learning have also shaped them. Even in primary school, they joined online video classes, used learning apps, and explored online games, giving them a comfort with digital learning that feels natural.
Raised largely by Millennial parents, Gen Alpha is globally minded and culturally diverse. They are aware of issues like climate change and social justice, value inclusivity, and seek purpose in education.
Their aspirations are high, and so are their expectations. They and their parents will assess the return on investment of higher education carefully. College decisions will be shared within the family, meaning recruitment messages must appeal to both the student and the parent.
Gen Alpha’s Behavior, Media Use, and Decision Drivers
To connect with Generation Alpha, institutions need to meet them on their terms. Let’s look at how they interact with media, information, and the factors shaping their decisions.
Authenticity Over Polish
Gen Alpha can spot inauthenticity a mile away. Surrounded by social media from birth, they value honesty over gloss. Highly produced marketing materials feel distant to them; real voices earn trust. Peer content matters more than official content, and a student’s testimonial filmed on a phone will often outperform a polished promo video. Schools that feature current students or young alumni as micro-influencers tend to resonate most. A student-led TikTok dorm tour, for instance, can do more to inspire confidence than a scripted campus video.
Short-Form Video and Shared Screens
Raised on YouTube and TikTok, Gen Alpha consumes information in quick bursts. They use short-form videos to learn, discover, and be entertained. Yet, they also share viewing time with family, watching longer videos together on smart TVs. This dual habit creates an opportunity for schools to publish family-friendly content on YouTube while using TikTok or Instagram Reels for short, high-impact storytelling.
Social Means Conversational and Interactive
Gen Alpha doesn’t just scroll; they participate. They use Snapchat for authentic chats and AR filters for creative expression. Gaming worlds such as Roblox and Minecraft double as social spaces where they collaborate and build together. This generation expects to engage, not just observe. Recruitment content should invite participation through polls, challenges, or interactive Q&As rather than simply broadcasting messages.
Digital-Native, but Still Campus-Curious Although they are digital natives, Gen Alpha still craves real-world experiences. Campus visits remain important, but they expect them to be hands-on and immersive. They want to test a lab, attend a mini class, or pilot a drone. For them, visiting campus feels like trying on an experience to see if it fits. Schools should design events that blend physical and virtual engagement to appeal to this tactile curiosity.
Instant Answers and Micro-Decisions This generation grew up with instant search and voice assistants. They want quick, direct answers, not lengthy explanations. They prefer content structured as questions and answers, such as “What scholarships does this college offer?” followed by a concise response. This approach supports both their research style and the shift toward AI-driven search engines that prioritize clear, digestible information.
Values-Driven and Proof-Oriented Gen Alpha deeply cares about social impact. Issues such as sustainability, inclusion, and mental health influence their decisions. However, they don’t take claims at face value. They expect evidence through authentic stories, real programs, and visible results. Institutions that demonstrate genuine action, rather than marketing slogans, will earn their trust.
Bottom line: Gen Alpha lives online but thinks critically. They move fast, multitask across screens, consult their parents, and expect authenticity at every turn. To earn their attention and trust, institutions must create marketing that is honest, interactive, and evidence-based.
Why Institutions Must Start Preparing Now
Why should institutions start preparing now? It might seem like there’s still time before Generation Alpha reaches college. The oldest are only about 15 or 16 today, but the time to prepare is now.
The Oldest Are Already in High School
Those born in 2010 are entering the college research phase alongside their Millennial parents. By 2028, they’ll be enrolling in universities. For K–12 private schools, Gen Alpha isn’t the future; they’re your current students. Enrollment strategies, open houses, and outreach events already need to align with their digital-first expectations.
Strategy Shifts Take Time
Building authentic social channels, redesigning content ecosystems, and integrating CRM workflows can’t happen overnight. Starting now means time to test and refine. Schools experimenting with TikTok, YouTube Shorts, or AI-powered content today will lead the field when Gen Alpha applications surge.
Gen Z Is the Bridge
Current college students have already pushed institutions to modernize through video storytelling and social media. Those adaptations laid the groundwork. Now, Gen Alpha’s shorter attention spans and AI fluency require schools to go further. If you’ve successfully reached Gen Z, you’re ahead. If not, there’s catching up to do.
Early Adopters Will Stand Out
Institutions that embrace next-gen tactics, from interactive chat tools to UGC-driven campaigns and dynamic FAQ hubs, will gain a visible edge. These schools appear more innovative and student-centered to both teens and parents.
Parent Expectations Are Rising Too
Millennial parents expect quick, personalized communication. Text alerts, Instagram Live Q&As, and ROI-focused content all resonate. Preparing now allows you to fine-tune messaging for both audiences: students and parents.
In short, every admissions cycle will include more Gen Alpha students. The strategies that worked for Millennials and Gen Z must evolve now, and Higher Education Marketing (HEM) is ready to help institutions future-proof recruitment.
HEM’s Next-Gen Recruitment Strategies: The PAC Framework and Beyond
At Higher Education Marketing (HEM), our research into Generation Alpha’s habits has led to the development of the PAC Framework, short for Platform, Algorithm, Culture. This model helps institutions design content and campaigns that genuinely connect with Gen Alpha and get noticed in today’s media environment. Around PAC, we integrate complementary tactics such as dual-audience messaging, authenticity systems, answer-first content, immersive campus experiences, and AI search optimization.
1. Platform: Go Where Gen Alpha Is
It sounds simple, yet many institutions still miss this step. “Platform” means existing where Gen Alpha spends their time, on platforms like TikTok, YouTube, Snapchat, or even Roblox. Don’t just create accounts; learn how each ecosystem works. What’s trending? What humor or language feels native? Explore these platforms like a student would. Then decide how your institution should engage, through creator collaborations, banner placements, or sponsored events. The key is to meet students where they are, not where you’re comfortable.
Example: Florida International University (USA): FIU has adopted TikTok to connect with Gen Alpha, where they spend their time. FIU’s social team went viral by leveraging a trending audio challenge on TikTok aimed at students hoping to excel on their midterms. The result was a TikTok that garnered over 10 million views and 1.46 million engagements, demonstrating how being present on Gen Alpha’s favorite platforms can massively boost reach.
Algorithms decide who sees your content. Success depends on understanding how each platform’s system rewards engagement. On TikTok, videos with high watch time and early comments rise quickly. On Google, structured Q&A pages and strong metadata perform best. Research shows attention spans among younger audiences now average two to three seconds. Lead with a hook, such as a bold question, emotion, or relatable visual. Keep captions tight and content shareable. Treat the algorithm like a person you need to impress fast.
Example: Colorado State University (USA): CSU has strategically designed content to please each platform’s algorithm and grab attention within seconds. Seeing the rise of TikTok’s algorithm-driven “For You” feed, CSU shifted heavily to short-form vertical video and front-loaded content with hooks. The social team launched an official TikTok in 2022 with a “non-manicured” approach: four student creators post 4–5 raw, authentic videos per week. This consistency and emphasis on trending audios and quick, relatable hooks led to about 130,000 video views and 12,000 engagements per month on CSU’s TikTok. By tailoring content format (e.g., snappy cuts, engaging captions) to each platform’s algorithmic preferences, CSU ensures its posts get maximum distribution in Gen Alpha’s feeds.
Culture is where authentic connection happens. Gen Alpha responds to real voices, humor, and values. Collaborate with students to produce takeovers, TikToks, or short vlogs. Reflect diversity and align with current conversations. Join cultural moments carefully, whether that’s referencing a popular meme or spotlighting sustainability initiatives. Imperfection, such as a slightly unpolished student video, signals truth and authenticity.
As HEM puts it, algorithms get you seen, but culture gets you remembered. Using PAC as a creative checklist ensures your marketing is visible, relevant, and real.
Because Generation Alpha’s education decisions will be co-driven by their Millennial parents, Gen Alpha student recruitment messaging must speak to both audiences at once. HEM’s approach, dual-audience messaging, ensures every touchpoint, from websites to ads, connects with both teens and parents in harmony.
For Students
Gen Alpha students care about community, creativity, and experience. They’re asking, “Will I fit in? Will this be exciting?” Highlight student life, clubs, and hands-on learning opportunities through visuals and peer perspectives. Use quotes or short video clips from current students discussing campus life or real projects. Peer voice matters more than institutional formality; a student testimonial will always carry more weight than a dean’s welcome.
For Parents
Millennial parents want reassurance. Their questions are about safety, credibility, and ROI. Showcase graduation rates, career outcomes, accreditation, and alumni success stories. Include details on support services, mental health resources, and campus security. Demonstrating both value and care builds confidence.
How to Integrate Both
Every major recruitment asset should serve both audiences. You can segment sections (“For Students” vs. “For Parents”) or blend them seamlessly. For instance, a video might open with student testimonials, transition into outcomes and parental perspectives, and end with a message that resonates with both.
Action Step: Audit your current materials for balance. Ensure students feel inspired and parents feel assured.
Example: Queen Anne’s School (UK): This independent girls’ school in England structures every recruitment touchpoint to speak to both Gen Alpha students and their millennial parents in tandem. For example, Queen Anne’s hosts Open Mornings that explicitly cater to “you and your daughter.” During these events, girls sample classes and campus life (answering the student’s “Will I have fun and fit in?”), while parents tour facilities and hear the Head’s vision for the school (addressing the parents’ concerns about values and outcomes). The school offers a wide range of visit options – from personal family tours to student “taster days” where 11–13 year olds spend a day on campus – ensuring both audiences are engaged.
3. Establish an “Authenticity System” (UGC and Influencers)
For Generation Alpha, authenticity is the ultimate trust signal. To deliver it consistently, HEM recommends building an Authenticity System, a structured process that continuously produces genuine, student-driven content.
User-Generated Content (UGC) Cadence
Plan for a steady flow of unpolished, real moments. Repost student photos or short TikToks weekly to show campus life through their eyes. Campaigns like #MyCampusMondays, where students share everyday snapshots, keep your content authentic and current. The goal is to make sure that whenever a Gen Alpha prospect visits your social channels, they see real students, not PR gloss.
Student Ambassadors and Creators
Empower students to take part in marketing. Invite ambassadors or micro-influencers to run Instagram takeovers, film vlogs, or stream events. These voices carry credibility because they feel peer-to-peer, not top-down. As HEM research shows, student creators can dramatically increase engagement by making your institution feel accessible and alive.
Authentic Voice and Visuals
Encourage content that sounds natural and looks real. A video filmed on a phone, with casual language or inside jokes, often performs better than a polished shoot. Include candid photos or unscripted clips, authenticity over perfection every time.
Integrate Authentic Content Across Channels
Don’t let UGC live in isolation. Embed student testimonials, quote cards, or video clips directly on program or FAQ pages. Pairing factual info with real student stories creates a persuasive one-two punch.
In short, authenticity shouldn’t happen by accident, it should already be built into your system.
Example: Colorado State University (USA): CSU has built a systematic pipeline for authentic, student-driven content. After officially launching its TikTok, CSU deliberately adopted a “raw” content style – no slick ads, just students with smartphones. It set up a core group of student content creators who post unfiltered clips multiple times a week, giving a continuous stream of real campus moments. In addition, CSU regularly reposts user-generated content from students: from dorm room mini-blogs to everyday campus snapshots. Every week, prospective Gen Alpha students checking CSU’s socials will see new posts by their peers, not just the PR team. By baking student UGC into the content calendar, CSU continuously projects an honest, peer-to-peer voice that Gen Alpha trusts.
4. Embrace Answer-First Content and AI Search Readiness
Generation Alpha searches differently. They ask full questions and expect immediate, concise answers. To connect with them and perform well in AI-driven search, schools need an answer-first content strategy.
Build Q&A Hubs
Create web pages organized by questions and answers, not long paragraphs. For example:
What hands-on experiences will I get in the Nursing program?
What are the career outcomes for graduates? This structure helps both humans and AI bots find what they need quickly. HEM calls these “answer-first hubs,” expanded FAQ-style pages covering dozens of micro-questions. Use data from inquiries and chats to identify what prospects ask most often.
Add Video and Micro-Content
Gen Alpha prefers short, visual responses. Embed 30–60 second video answers from students or staff directly on your pages. A student selfie explaining “What’s the first-year experience like?” feels more authentic than text alone. For parents, include short clips addressing safety or support topics. Repurpose each Q&A across platforms like YouTube Shorts or Reddit for added reach.
Implement Structured Data
Make content machine-readable. Adding FAQ schema markup tells Google and AI assistants what each Q&A covers, improving visibility in featured snippets and AI chat results. HEM research shows this can increase AI-driven visibility by up to 30%.
Write for Voice and Natural Language
Use conversational phrasing such as “How do I apply for financial aid?” instead of standard titles. Ensure each answer short but complete, ideal for AI summaries or voice assistants. Schools already applying this approach have seen measurable boosts in organic traffic and “People Also Ask” placements.
Bottom line: think like an answer engine. Gen Alpha asks questions, so make sure your content answers first.
Example: Cumberland University (USA): Cumberland makes information instantly accessible by structuring its admissions content around questions and direct answers. Its website features a comprehensive Admission FAQs hub that compiles “our most frequently asked questions to help you find the answers you need quickly”. Prospective students and parents can click categories like Undergraduate, Graduate, International, etc., and find dozens of bite-sized Q&As (e.g., “What are the application requirements?”, “Is there housing for freshmen?”). Each answer is concise and written in plain language – perfect for Gen Alpha’s tendency to ask full questions in Google or AI assistants. By adopting this answer-first approach (instead of burying info in long paragraphs), Cumberland not only improves user experience but also boosts its visibility on search engines. Many of its FAQ entries use structured data markup, so they often appear as featured snippets or “People Also Ask” results on Google.
5. Treat Your Campus as a Product: Demos and Immersive Experiences
For Generation Alpha, choosing a school feels like choosing a lifestyle brand. They want to experience it before committing. That’s why HEM recommends marketing your campus like a product demo, through in-person and virtual experiences that let students and parents “test-drive” what you offer.
Creator-Hosted Events
Make campus events hybrid and interactive. Invite student creators to livestream open houses or campus days on TikTok, YouTube, or Instagram Live. A student host with a GoPro or phone camera gives the experience authenticity and energy. Let online viewers ask questions in real time while seeing dorms, labs, or the dining hall rush. It’s immersive, engaging, and feels like hanging out with a trusted peer.
Hands-On Campus Trials
When prospects visit in person, let them participate. Replace passive tours with interactive demos, mini labs, culinary workshops, or creative challenges. Some schools have gamified tours, turning them into scavenger hunts or student-led challenges. Participation builds emotional connection and makes visits memorable.
Augmented Reality (AR) and Virtual Worlds
Add AR filters or lenses during events to blend play with information. Imagine scanning a building to reveal fun facts or seeing your mascot in AR. Schools like Kent State University have used Snapchat AR lenses to boost engagement while lowering recruitment costs.
Take it further by creating virtual campuses in platforms like Roblox or Minecraft. Students can explore, play, and imagine life at your school long before applying.
Use Existing Tools
360° tours and virtual events on platforms like YouVisit or CampusTours make immersion easy.
The goal is to let Gen Alpha see themselves on campus. When they can explore, touch, and interact, even virtually, they’re far more likely to enroll.
Examples: Kent State turned its campus into an interactive product demo via augmented reality on Snapchat. In a pioneering campaign (the first of its kind in higher ed), Kent State built a custom AR lens that let prospective students virtually “try on” a piece of the college experience – in this case, placing a Kent State graduation cap on their heads, tassel and all. Users could move and see the tassel shake, and with one tap, were prompted to “apply to the university” right from Snapchat. This immersive lens was deployed to Snapchatters aged 16–18 in Kent State’s key recruiting regions. The results were astounding: engagement soared, and the AR campaign achieved a cost-per-application 24% lower than the university’s goal.
University of Sussex (UK): At Sussex, students themselves have helped create a virtual campus that anyone can explore – effectively offering a perpetual, gamified open house. In 2024, a Sussex Computer Science student led a project to recreate the entire university campus in Minecraft, block by block. Using satellite data, the team imported ~1.4 km² of campus into the game (over 19 million blocks), achieving a 1:1 scale replica of Sussex’s buildings and grounds. Now, a group of 20+ students (and even alumni) is collaboratively adding interiors and details to bring it fully to life.
6. Integrate CRM, SEO, Social Campaigns, and Multilingual Content
Creating next-gen content for Generation Alpha is only half the battle. To convert attention into enrollment, schools need to align these tactics with the systems that power modern digital marketing. Here’s how HEM integrates CRM, SEO, social media, and multilingual strategy into a single recruitment engine.
CRM for Lead Nurturing
A robust education CRM is essential for tracking Gen Alpha inquiries and engaging them across multiple touchpoints—social DMs, event sign-ups, web forms, and more. Automated workflows can send personalized follow-ups instantly, such as a welcome video from a student ambassador or a link to a virtual Q&A. HEM often implements Mautic or HubSpot to manage this process. The result: faster responses, stronger engagement, and less manual work. Segment Gen Alpha students and their parents into complementary streams—student-life content for one, academic and ROI-focused messaging for the other.
Example: Michael Vincent Academy: Michael Vincent Academy, a private career school in Los Angeles, partnered with HEM to deploy a customized Mautic CRM for student recruitment. “It’s essential that we work smarter, not harder. The HEM Mautic CRM helps us do that,” said Tally B. Hajek, the academy’s CEO. HEM’s CRM solution automated key marketing workflows (such as follow-ups with prospective students) and provided reports to track lead progress and team activities. The system also included a lead-scoring mechanism to identify and prioritize high-value leads, ensuring staff focus on serious, good-fit applicants. As a result, core recruitment processes became automated, allowing the admissions team to spend more time building personal connections with prospects.
All that great content needs visibility. Use SEO to make it discoverable through optimized site structure, keyword strategy, and internal linking. Develop content clusters, interconnected pages and blogs built around key topics, to boost authority. HEM’s SEO overhauls have helped clients like Cumberland College achieve double-digit growth in organic traffic. Technical SEO, schema markup, and fast mobile performance are nonnegotiable for Gen Alpha’s on-demand expectations.
Social Media Campaigns
Meet Gen Alpha where they live: TikTok, YouTube, Snapchat, and Instagram. Blend organic storytelling with paid targeting. Use TikTok Spark Ads or Snapchat placements to amplify authentic student content that already performs well. Combine this with parent-focused Facebook and Google campaigns for a full-funnel strategy. HEM’s campaign for Queen Anne’s School used this dual approach, improving conversion rates from inquiry to enrollment.
Multilingual and International Reach
Gen Alpha is global. Translate or localize key pages and ads to reach families in multiple languages. Include subtitles, translated summaries, and multilingual SEO to capture diverse search traffic. HEM’s work with Wilfrid Laurier University demonstrated that localized messaging in Portuguese and Spanish drove stronger ROI in international markets.
Integrating these elements (CRM, SEO, social, and multilingual content) creates a seamless ecosystem that attracts, nurtures, and converts Gen Alpha prospects efficiently. It’s how institutions move from generating attention to generating results.
Actionable Takeaways for Reaching Gen Alpha
Generation Alpha may still be young, but the time to reach them is now. To connect authentically, schools must meet them where they are and communicate in ways that feel human, immediate, and real.
Be present on the platforms they love, such as YouTube, TikTok, Snapchat, and even gaming spaces, featuring student creators who speak their language. Empower current students and recent graduates to share their stories, building trust through authenticity.
Balance messaging for both students and parents, addressing excitement and reassurance in equal measure. Adopt an answer-first content model using structured FAQs and schema to increase visibility in AI and voice search. Treat campus tours like product demos, creating interactive, hands-on, or virtual experiences that bring your institution to life.
Finally, measure what matters by tracking engagement, conversions, and insights from data to refine continuously. Above all, stay authentic and adaptable. The institutions that start now will lead the next generation of recruitment success.
Frequently Asked Questions
Question: Who is Generation Alpha?
Answer: Generation Alpha refers to children born between 2010 and 2024. They are the first cohort raised entirely in the 21st century, often called the first true digital natives.
Question: Why should institutions start preparing now?
Answer:Institutions must start preparing now because Generation Alpha is already entering the college decision phase, and adapting strategies early allows schools to refine digital, authentic, and parent-inclusive recruitment approaches before their enrollment surge.
With the new school year now rolling, teachers and school leaders are likely being hit with a hard truth: Many students are not proficient in reading.
This, of course, presents challenges for students as they struggle to read new texts and apply what they are learning across all subject areas, as well as for educators who are diligently working to support students’ reading fluency and overall academic progress.
Understanding the common challenges students face with reading–and knowing which instructional strategies best support their growth–can help educators more effectively get students to where they need to be this school year.
Understanding the science of learning
Many districts across the country have invested in evidence-based curricula grounded in the science of reading to strengthen how foundational skills such as decoding and word recognition are taught. However, for many students, especially those receiving Tier 2 and Tier 3 interventions, this has not been enough to help them develop the automatic word recognition needed to become fluent, confident readers.
This is why coupling the science of reading with the science of learning is so important when it comes to reading proficiency. Simply stated, the science of learning is how students learn. It identifies the conditions needed for students to build automaticity and fluency in complex skills, and it includes principles such as interleaving, spacing practice, varying tasks, highlighting contrasts, rehearsal, review, and immediate feedback–all of which are essential for helping students consolidate and generalize their reading skills.
When these principles are intentionally combined with the science of reading’s structured literacy principles, students are able to both acquire new knowledge and retain, retrieve, and apply it fluently in new contexts.
Implementing instructional best practices
The three best practices below not only support the use of the science of learning and the science of reading, but they give educators the data and information needed to help set students up for reading success this school year and beyond.
Screen all students. It is important to identify the specific strengths and weaknesses of each student as early as possible so that educators can personalize their instruction accordingly.
Some students, even those in upper elementary and middle school, may still lack foundational skills, such as decoding and automatic word recognition, which in turn negatively impact fluency and comprehension. Using online screeners that focus on decoding skills, as well as automatic word recognition, can help educators more quickly understand each student’s needs so they can efficiently put targeted interventions in place to help.
Online screening data also helps educators more effectively communicate with parents, as well as with a student’s intervention team, in a succinct and timely way.
Provide personalized structured, systematic practice. This type of practice has been shown to help close gaps in students’ foundational skills so they can successfully transfer their decoding and automatic word recognition skills to fluency. The use of technology and online programs can optimize the personalization needed for students while providing valuable insights for teachers.
Of course, when it comes to personalizing practice, technology should always enhance–not replace–the role of the teacher. Technology can help differentiate the questions and lessons students receive, track students’ progress, and engage students in a non-evaluative learning environment. However, the personal attention and direction given by a teacher is always the most essential aid, especially for struggling readers.
Monitor progress on oral reading. Practicing reading aloud is important for developing fluency, although it can be very personal and difficult for many struggling learners. Students may get nervous, embarrassed, or lose their confidence. As such, the importance of a teacher’s responsiveness and ongoing connection while monitoring the progress of a student cannot be overstated.
When teachers establish the conditions for a safe and trusted environment, where errors can occur without judgment, students are much more motivated to engage and read aloud. To encourage this reading, teachers can interleave passages of different lengths and difficulty levels, or revisit the same text over time to provide students with spaced opportunities for practice and retrieval. By providing immediate and constructive feedback, teachers can also help students self-correct and refine their skills in real time.
Having a measurable impact
All students can become strong, proficient readers when they are given the right tools, instruction, and support grounded in both the science of learning and the science of reading. For educators, this includes screening effectively, providing structured and personalized practice, and creating environments where students feel comfortable learning and practicing skills and confident reading aloud.
By implementing these best practices, which take into account both what students need to learn and how they learn best, educators can and will make a measurable difference in students’ reading growth this school year.
Dr. Carolyn Brown, Foundations in Learning
Dr. Carolyn Brown is the co-founder and chief academic officer of Foundations in Learning, creator of WordFlight. Dr. Brown has devoted her career to ongoing research and development that targets underlying learning processes to optimize language and literacy development for all students.
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You’ll often hear two words come up in advising sessions as students look ahead to college: match and fit. They sound interchangeable, but they’re not.
Match refers to what colleges are looking for from students. It’s mostly determined by admissions requirements such as GPA and test scores, and in some cases, other criteria like auditions, portfolios, or athletic ability. Fit is more of an art than a science; it refers to what the student is looking for in a college, including personal preferences, social and cultural environment, financial factors, and academic offerings. When we talk to students about college fit, it’s an opportunity for them to ask themselves whether they like what a certain institution offers beyond being admitted.
In the college admissions process, both terms matter. A strong match without a good fit can leave a student disengaged and negatively affect their chances of graduating from college. Nearly a quarter of undergraduate freshmen drop out before their second year, and it seems likely to me that a lot of these cases boil down to bad fits. On the other hand, a great fit that isn’t a match could be difficult for admission in the first place, and if a student is admitted anyway, the rigorous coursework they encounter might be more than they’re ready for. To maximize postsecondary success, advisors, families, and students alike should fully understand the difference between match and fit and know how to approach conversations about each of them.
Match: Reach, target, and solid
As I’ve worked with advisors over the years, one of the best ways we’ve found to guide students on match is using the categories of “Reach,” “Target,” and “Solid” schools. We can determine which schools belong to what category using the data that colleges share about the average incoming GPAs and test scores of admitted classes. Typically, they report weighted GPAs and composite test scores from the middle 50 percent of accepted applicants, i.e., from the students who fall anywhere from the 25th to 75th percentile of those admitted.
Reach: These are schools where admission is less likely, either because a student’s test scores and GPA are below the middle 50 percent or because the school traditionally admits only a small percentage of eligible applicants.
Target: These are schools where either GPA or test scores fall in the middle 50 percent of admitted students.
Solid: These are schools where students are well within the middle 50 percent for both GPA and test scores.
Building a balanced college list across these categories is essential in the college planning process. Often, I see high-achieving students over-index on too many Reach schools, which may make it hard for them to get accepted anywhere on their list, simply because their preferred schools are ultra-selective. Meanwhile, parents and guardians may focus heavily on fit and overlook whether the student actually meets the college’s admission criteria. Advisors play a key role in keeping these data-informed conversations grounded with the goal of a balanced list of college options for students to pursue.
The importance of early planning
Timing matters. In general, if you meet with students early enough, conversations about fit are productive, but if you’re meeting with students for the first time in their senior year, the utmost priority should be helping them build a balanced list. Ideally, we want to avoid a situation where a student thinks they’re going to get into the most competitive colleges in the country on the strength of their GPA and test scores, only to find out that it’s not that easy. If advisors wait until senior year to address match, students and families may already have unrealistic expectations, leading to difficult conversations when options are limited.
On the other hand, we would stress that although GPA is the factor given the most weight by admissions offices, there are ways to overcome match deficits with other elements of a college application. For instance, if a student worked part-time to support their family or participated in co-curricular activities, colleges using holistic review may see this as part of the student’s story, helping to balance a GPA that falls outside the typical range. These experiences highlight a student’s passions and potential contributions to their chosen major and campus community. We don’t want students to have unrealistic expectations, but we also shouldn’t limit them based on numbers alone.
In any case, advisors should introduce both match and fit concepts as early as 9th grade. If students have a specific college in mind, they need to be aware of the match requirements from the first day of freshman year of high school. This allows students to plan and track academic progress against requirements and lets families begin exploring what kind of environment, resources, and financial realities would make for the right fit.
Fit: A personal process
Once match is established, the next step is making sure students ask: “What do I want in my college experience?” The answers will involve a wide range of factors:
Institutional type: Public or private? Small liberal arts college or large research university?
Academic considerations: What majors are offered? Are there study abroad programs? Internship opportunities?
Student life: What is the student body like? What kind of extracurriculars, sports, and support services are offered? Are there fraternities and sororities? What is the campus culture?
Affordability: What financial aid or scholarships can I expect? What is the true net cost of attendance?
Outcomes: What a student hopes to gain from their postsecondary experience, including specific degrees or credentials, career preparation, financial benefits, personal growth, and skill development.
Fit also requires conversations within families. I’ve found that open communication can reveal misunderstandings that would otherwise falsely limit students’ options. Sometimes students assume their parents want them close to home, when in fact, parents just want them to find the right environment. Other times, families discover affordability looks very different once they use tools like free cost calculators. Ongoing dialogue about these topics between advisors, students, and families during the high school years helps prepare for better decisions in the end.
Bringing it all together
With more than 4,000 colleges and universities in the U.S. alone, every student can find a college or university that aligns with their goals and abilities. Doing so, however, is both an art and a science. Advisors who help families focus on both dimensions, and start the conversation early, set students up to receive those treasured acceptance letters and to thrive once they arrive on campus.
For school districts developing their proficiency in postsecondary readiness factors, like advising, there is an increasing amount of support available. For one, TexasCCMR.org, has free guidance resources to strengthen advising programs and other aspects of college and career readiness. While Texas-focused, many of the insights and tools on the site can be helpful for districts across the country in building their teams’ capabilities.
Donald Kamentz, Contigo Ed
Donald Kamentz is a skilled facilitator and education consultant utilizing his diverse experiences in both non-profit management and K-12 education to help organizations best serve all student populations. As the Founder and CEO of Contigo Ed, Donald Kamentz brings his over 30+ years of diverse experiences and passion for working in the postsecondary access and success arenas. He has been a member of both the National Association of College Admission Counseling (NACAC) and the Texas Association for College Admission Counseling (TACAC) since 1999.
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As summer wraps up, education marketers everywhere know what’s next? The back-to-school rush. It’s that time when inboxes fill up, campaigns go live, and every message counts. This season isn’t just about new classes or fresh notebooks; it’s the start of a new student recruitment marketing cycle, a chance to re-engage current students, attract new ones, and build momentum for the year ahead.
In a competitive space like higher education, you can’t rely on luck. You need a clear, intentional strategy that speaks directly to your students and stands out in a noisy market. Whether you’re a career college, university, or language school, this is the chance is to set the tone and build lasting connections.
In this playbook, you’ll find practical, proven back-to-school marketing strategies for success. From personalized outreach and short-form video to smart content planning and accessible design, consider this your guide to an A+ marketing season.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Audit Last Year’s Campaigns and Set SMART Goals
Before launching any new campaign, take a breath and look back. What worked in your student recruitment marketing last year, and what didn’t? Pull up your analytics and dig deep into the data: conversion rates, click-through rates (CTR), engagement metrics, and ROI for every channel. If your online open house had strong attendance but few follow-up applications, ask why. If your email series saw above-average opens, figure out what made it work: was it timing, tone, or topic?
Use these insights to set SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound. Avoid vague aims like “increase applications.” Instead, go for something concrete, like “increase undergraduate application starts by 15% by the end of Q3.”
Why is it important for schools to audit previous marketing campaigns before launching new ones? Auditing past campaigns helps schools understand their previous recruitment efforts. By analyzing data such as click-through rates, conversion rates, and ROI, institutions can set SMART goals for the new academic year. This ensures resources are directed toward tactics that actually drive inquiries, applications, and enrollments instead of repeating ineffective strategies.
Example: City School District of Albany (NY) The district undertook a comprehensive communications audit with the National School Public Relations Association, reviewing all print and digital outreach. The 2024 audit report identified strengths and challenges and led to specific 2024–25 implementation goals, for example, hiring a new school communications specialist and streamlining internal communication protocols. These SMART goals were directly tied to audit recommendations, ensuring measurable improvements in engagement and consistency.
Tactical Tip: Create a simple scorecard or dashboard with last year’s metrics and this year’s goals. Track results on a weekly or monthly basis, and adjust tactics as needed. Data-driven agility is your best advantage.
Personalize Your Outreach to Prospective Students
Personalization should already be part of your strategy. Between 70 – 80% of students now expect it from schools. The back-to-school period is the perfect time to show you understand each prospect’s needs.
Start with your CRM data. Segment audiences by program, location, or funnel stage, then tailor messages accordingly. Send unfinished applicants a quick “deadline reminder” email, while offering current students a “Welcome Back” guide. Both feel personal and drive engagement.
Your website can do this too. Dynamic banners or content blocks that change by visitor type make a big impact. Tools like HubSpot, Slate, or Mautic by HEM help automate it all, even inserting names or programs into messages.
Example: University of Idaho. To personalize outreach at scale, U of I introduced AI-driven personalized video messages for prospective students during the 2024 recruitment cycle. Applicants received videos addressing them by name, hometown, and academic interest, creating a one-to-one connection. This individualized approach was added on top of existing personalized print and email campaigns. The results were impressive: emails containing the personalized video links saw a 45% open rate (versus 24% for standard emails), and the university reported higher application and admission rates across all student segments after launching over ten such video campaigns.
How can educational institutions use personalization to improve student engagement? Personalization allows schools to communicate directly to a student’s interests, program choices, and stage in the admissions funnel. Using CRM and marketing automation tools like Mautic by HEM, teams can segment audiences, send customized emails, and display dynamic website content based on visitor data. When prospective students receive tailored messages, like deadline reminders or personalized welcome guides, they’re more likely to respond, apply, and enroll.
Tactical Tip: Gather preferences early through short surveys (“What’s your dream career?”). Feed those insights into your campaigns, and when prospects see content that matches their interests, they’re far more likely to apply or enroll.
Engage Through Video and Social Media Content
Currently your audience is scrolling, and fast. Gen Z and Gen Alpha spend hours on TikTok, Instagram, and YouTube, where video dominates. In fact, video now makes up more than 80% of all internet traffic, so if it’s not central to your strategy, you’re already behind.
Show what campus life feels like. Create short videos that capture move-in day buzz, a lively lab session, or the roar of the first football game. Student testimonials and livestreamed Q&As work especially well because they’re authentic and emotional, two things today’s viewers respond to.
Your social media profiles are your school’s digital storefront. Keep them fresh with “Day in the Life” takeovers, campus challenges, and UGC that shows students’ real experiences. Repost their content (with credit) to build authenticity. Even micro-influencers (popular students or alumni) can amplify your reach organically.
Use social media to build community, too. Create incoming class groups groups on Facebook or Discord where students connect before arriving, or run quick Instagram polls (“What are you most excited about this fall?”) to boost engagement.
Example: University of Minnesota. The university kicked off the 2024 academic year with an energetic “Welcome Back to School 2024” video message from the new president, Dr. Rebecca Cunningham. Shared on the official UMN YouTube channel and social media, the video welcomes students and faculty to campus and sets an enthusiastic tone for the year. This engaging content, featuring the president and campus scenes, was used to boost school spirit online and was widely viewed and shared within the community.
What role do video and social media play in back-to-school marketing? Video and social media are now essential tools for reaching Gen Z and Gen Alpha students. Platforms like TikTok, Instagram, and YouTube are where prospective students spend most of their time, making short-form, authentic videos key to capturing attention. Schools can share move-in day highlights, “Day in the Life” student takeovers, or live Q&As to showcase campus life and build emotional connections with their audience before the academic year begins.
Tactical Tip: Format videos for each platform: vertical and under 60 seconds for TikTok or Reels, longer for YouTube. Post “move-in prep” content in August and “welcome week” highlights in September to match student timelines.
Visual Tip: Mix polished and raw footage. A sleek virtual tour pairs perfectly with a student’s unfiltered dorm vlog. That balance between professional and real builds trust and attention.
Plan an Integrated Content Calendar for the Academic Year
When you’re juggling multiple channels, such as email, social media, blogs, print, and events, it’s easy for campaigns to lose focus. A well-structured content calendar keeps everything aligned. It outlines what you’ll publish, when, and where, ensuring every platform supports the same strategy.
Start with a brainstorming session before fall begins. Identify monthly themes that match your recruitment cycle. August could highlight move-in and orientation, September might focus on study tips and student life, and October on deadlines and fall events. Include major dates like FAFSA deadlines, holidays, and open houses so nothing slips through the cracks.
For each theme, plan content across different stages of the funnel. During back-to-school, for instance, pair “slice of campus life” stories for awareness with targeted “why choose us” posts for decision-making prospects.
Example: Los Rios Community College District (CA). For the 2024–2025 recruitment cycle, Los Rios (a district of four colleges) developed an integrated marketing content strategy spanning grassroots outreach, traditional media, and digital channels. Their annual marketing campaign plan was managed through a central calendar and included coordinated content across platforms: social media posts, email campaigns, community events, billboards, and more.
Tactical Tip: Add columns in your calendar for audience, goal, and platform. Tools like Trello, Airtable, or even Google Sheets can help your team stay organized.
Pro Tip: Capture new assets early in the semester. Fresh photos, short videos, and student testimonials from those first lively weeks will fill your content library with authentic, high-energy material you can repurpose all year.
Maximize Reach With Targeted Digital Advertising
Even the strongest content needs help reaching the right audience. Digital advertising ensures your message gets in front of prospective students and their parents at the right time and place.
Begin by defining your audience and selecting the platforms that align with their habits. For high school seniors, Google Ads and Instagram are usually most effective. For local adult learners, Facebook or regional streaming ads may deliver better results. Match your spend to where your audience is most active.
Example: University of Texas at Dallas. In late 2024, UT Dallas launched a new branding campaign, “The Future Demands Different,” which employed highly targeted digital and media advertising to recruit students. The campaign focused heavily on specific geographic markets: primarily North Texas, with select expansion into other Texas cities and neighboring Oklahoma, where the university offers special tuition rates. UTD produced its first-ever broadly distributed TV commercial featuring current students and placed these ads strategically on local television newscasts, streaming platforms, and even during NBA game broadcasts (Dallas Mavericks) to reach its target audience.
Next, focus on timing and relevance. Seasonal messages like “Apply by October 15” or “Start your future this fall” create urgency and keep your campaigns connected to the academic calendar. Pair them with engaging, authentic visuals that reflect campus life and excitement for the new year.
Retargeting is another essential tactic. Students who visit your website or start an application are warm leads. Remind them to take the next step with a clear, encouraging ad.
Tactical Tip: Track your campaigns closely. Test headlines, images, and calls to action to see what resonates, and refine your approach as data comes in. Ensure your landing pages are fast, mobile-friendly, and consistent with your ads. That seamless experience is what turns clicks into conversions.
Streamline Marketing with Automation and AI
The back-to-school season can feel like organized chaos, with hundreds of inquiries, events to manage, and deadlines everywhere. That’s why automation and AI are no longer nice-to-haves; they’re essential for keeping communications personal while giving your team room to breathe.
Start with a strong CRM connected to a marketing automation system. Platforms like Mautic by HEM, designed for education marketers, make it easy to automate email campaigns, social posts, and lead nurturing. For example, when a student downloads your course catalog, your system can automatically follow up the next day with a webinar invite. This keeps engagement flowing without constant manual effort.
Email automation is especially effective this time of year. Set up a simple three-step sequence: welcome, tips for applying, and a deadline reminder. Keep your design clean, concise, and mobile-friendly, as most students will read emails on their phones.
AI chatbots are another huge time-saver. Schools like Georgia State University have seen success with their chatbot “Pounce,” which helped reduce summer melt by answering student questions around the clock. You can deploy similar chat tools on your website or Facebook Messenger to guide prospects when staff aren’t available.
AI can also optimize your digital ads, test creative variations, and even suggest the best posting times on social media. Just keep a human eye on the outputs. AI should assist with the creation process, not replace, a real connection.
Example: University of Wisconsin–Green Bay. UW–Green Bay became the first in its state system to deploy an AI-driven chatbot for student outreach in Fall 2024. Nicknamed “Phlash,” the bot engages undergraduate students via two-way text messaging, providing 24/7 answers to common questions and proactively checking in on students’ well-being. For example, every 7–10 days, Phlash sends a brief text asking how the student is doing and offers guidance or resources based on their needs. In its first week, 96% of UWGB students opted in to receive messages from Phlash, and over 2,100 student replies were recorded within 24 hours of the first check-in text.
Tactical Tip: Use automation analytics to fine-tune your back-to-school marketing strategies. Track open rates, chatbot inquiries, and ad conversions. If you notice a drop-off, tweak timing or content. Over time, these insights will help you refine your approach and build smarter, more human campaigns.
Ensure Accessible and Inclusive Marketing Materials
When your campaigns are accessible and welcoming to everyone, you reach more prospective students and reflect the values your institution stands for.
Start with accessibility basics. Add descriptive alt text to all images so screen readers can describe visuals to users with vision impairments. Caption every video and provide transcripts. These help not only Deaf or hard-of-hearing students but also anyone watching on mute. Check color contrast, too: combinations like red on green can be hard to read for color-blind users. Use clear fonts, readable sizes, and designs that meet accessibility standards.
Example: Binghamton University (Student Association). At Binghamton, student leaders launched an “accessible emails” initiative in Fall 2025 to improve the inclusivity of campus communications. The Student Association (SA), in partnership with the campus disability services office, rolled out digital accessibility guidelines and challenged all student organizations to apply them in their back-to-school email newsletters. These guidelines included using alt text on images, high-contrast colors, readable fonts, and captions on videos, and simple adjustments to make emails and social posts readable by screen readers and accessible to those with disabilities. To incentivize adoption, the SA offered $100 grants (via a raffle) to clubs that complied with the new accessibility standards in their October emails.
Make sure your content works across all devices. Responsive, mobile-friendly emails and web pages prevent frustration and help more users complete inquiry forms or explore programs on their phones.
Representation matters as well. Feature students from diverse backgrounds and experiences, and consider multilingual or culturally inclusive content if you serve international audiences.
Tactical Tip: Run a quick accessibility audit using tools like WAVE or Axe to spot missing tags or low-contrast text. Train your marketing team on simple habits, like using CamelCase in hashtags (#FirstDayAtCampus), that make your content more inclusive. Small changes go a long way toward making every student feel seen and included.
Measure, Adapt, and Refine Your Strategy
Great marketing doesn’t stop at launch; it evolves. Once your back-to-school campaigns are live, monitor results closely and be ready to adjust. Use Google Analytics 4, CRM dashboards, such as HEMs Mautic, and other social insights to see what’s working. Focus on metrics that matter, like inquiries and applications.
Hold quick debriefs with your team after major pushes. Ask what content resonated, which channels drove engagement, and whether event turnout met expectations. Maybe your career-focused posts got strong traction, or your TikTok videos outperformed Facebook. Use that data to refine your next phase of content and budget allocation.
Flexibility is your biggest advantage. Test different formats, refine your messaging, and pivot when something isn’t working. Every campaign teaches you more about your audience.
Example: Park Hill School District (MO). Park Hill’s communications department exemplifies a cycle of measurement and refinement in its marketing strategy. Each year, they collect detailed analytics on communication channels, email open rates, social media engagement, website traffic, and even advertising partnership revenue, and compare them to prior years’ benchmarks. In their 2023–24 report, for instance, the team noted improvements like an increase in the staff newsletter open rate from the mid-40% range up to 52%, and a jump in Facebook reach by 167% year-over-year. They also track outcomes of marketing initiatives (e.g., four years of in-house advertising brought in $148,800 in revenue in 2023–24) to evaluate ROI. These metrics inform mid-course corrections and the setting of new goals.
Tactical Tip: Keep communication open across teams. Marketing, admissions, and academics should share insights regularly. If your in-house resources are stretched, consider bringing in experts like HEM. Our team offers digital strategy, content, automation, and CRM support so you can scale campaigns efficiently and keep enrollment goals on track. Measure what matters, learn fast, and never stop improving.
Wrapping Up
The back-to-school season sets the tone for the entire year. When you combine strategy with creativity, the results speak for themselves. Reviewing last year’s data, setting SMART goals, personalizing outreach, producing engaging videos, organizing content calendars, and using automation or targeted ads all work together to move the needle. Add accessibility and inclusion, and your marketing becomes not just effective, but meaningful.
At the heart of it all is one principle: keep students front and center. Understand what drives them, where they spend time, and how your institution can meet their goals. That empathy fuels every great campaign.
Effective higher education marketing is a perfect blend of art and analysis. It’s about pairing strong storytelling with measurable outcomes. And when you need a partner to help balance both, Higher Education Marketing (HEM) is here. We specialize in data-driven strategy, automation, SEO, and social campaigns built to amplify your institution’s voice.
The new academic year is full of opportunities. With the right preparation and a willingness to adapt, your marketing can inspire action, drive enrollment, and welcome a new wave of students ready to thrive. Here’s to your most successful back-to-school season yet.
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Frequently Asked Questions
Question: Why is it important for schools to audit previous marketing campaigns before launching new ones? Answer: Auditing past campaigns helps schools understand their previous recruitment efforts. By analyzing data such as click-through rates, conversion rates, and ROI, institutions can set SMART goals for the new academic year. This ensures resources are directed toward tactics that actually drive inquiries, applications, and enrollments instead of repeating ineffective strategies.
Question: How can educational institutions use personalization to improve student engagement? Answer: Personalization allows schools to communicate directly to a student’s interests, program choices, and stage in the admissions funnel. Using CRM and marketing automation tools like Mautic by HEM, teams can segment audiences, send customized emails, and display dynamic website content based on visitor data.
Question: What role do video and social media play in back-to-school marketing? Answer: Video and social media are now essential tools for reaching Gen Z and Gen Alpha students. Platforms like TikTok, Instagram, and YouTube are where prospective students spend most of their time, making short-form, authentic videos key to capturing attention.
Artificial intelligence (AI) platforms, especially chatbots like ChatGPT and Gemini, are influencing many areas of higher education. Students and instructors can interact with these tools to get real-time, personalized help with nearly any academic task at hand, including helping students study or revamping course content for instructors. There is no question that the educational potential is significant, but so too are the concerns about academic integrity and the consequences of students relying too heavily on these tools. While it’s important to weigh the pros and cons of chatbots, using the right strategies and technologies can help avoid those issues and still allow faculty and students to benefit from this burgeoning technology.
Use Cases for Chatbots in Higher Education Teaching
First, let’s consider uses among faculty. They can use chatbots to help improve most areas of teaching and learning while still saving time.
Chatbots can assist with different phases of course design, including writing learning objectives and developing and repurposing content. Chatbots can also be used in evaluating student performance data if your institution offers a secure chatbot (just be sure to anonymize the data). Instructors can also use chatbots to review the rules and instructions for their assignments and tests to identify vague or subjective text and suggest clearer, more objective wording.
But one of the most impactful uses is adapting course content into formats that support students with different learning needs. Chatbots can adapt, simplify and organize text for students with learning or cognitive disabilities, generate alternative text for multimedia content, and they can even adjust their responses based on student emotions (for example, offering words of encouragement when a student is frustrated or discouraged).
Instructors may be tempted to use chatbots to grade written coursework as well, but for now, it is important to note that the technology still struggles with the nuances of grading and feedback. However, chatbots can still help by pulling out the main ideas and revealing whether a student’s essay meets basic criteria, which gives instructors a clearer starting point before reading.
You’ll see a lot of jargon and articles that make prompt writing seem complicated, but you don’t need to be an expert to write effective prompts. It’s a skill you can pick up quickly after a few tries, especially once you find what works for you and start creating your own templates to use in your courses.
Students and Chatbots: Finding a Balance
There are many ways that students can use chatbots to support learning while steering clear of misusing them for tests and assignments. Ensuring ethical and beneficial adoption of AI requires clear strategies and guidelines along with the right technology.
Improving Academic Performance
Recent research indicates that chatbots can improve learning and academic outcomes, but balance is key. When students rely on them too heavily, any benefits, like increased engagement, motivation and reflection are reduced or eliminated. When used appropriately, AI chatbots can tutor students to help them better understand and comprehend the information, which also increases engagement. Chatbots give students instant, personalized help with tasks such as summarizing content and checking grammar, and they also create a nonjudgmental space where students feel more comfortable asking questions.
Cognitive Load Reduction and Stress Management
Chatbots are ideal for offloading tasks such as summarizing a lecture transcript or highlighting key points in an assignment. With students under pressure to complete assignments, leaning on AI can also reduce stress and anxiety by giving them more time to focus on the important elements of an assignment.
Similarly, chatbots can help students visualize information by generating charts, graphs or images to support their ideas. They can also provide adaptive support for students with disabilities or language barriers by reading, translating, simplifying or reformatting content to meet their needs. This reduces cognitive load, allows students to focus on the assignment itself and builds confidence in their ability to complete the work.
Strategies for Reducing Chatbot Misuse
Because of the speed and ease of use for chatbots, students may begin to use them as a shortcut to get work done instead of a supplemental learning tool. That’s a big issue. It bypasses critical thinking, contextual understanding and collaboration. This not only cheats the student out of learning but creates academic integrity issues for higher education institutions to address and stay ahead of.
Cheating is common in higher education, and with recent surveys indicating that more than 85% of students use AI daily to help with schoolwork, there’s a good chance of overlap. Students have mixed opinions when it comes to using AI for homework, with around 40% of students acknowledging that using AI for research and writing assistance should be acceptable, but there should also be limitations and ethical use.
Communicating with students about academic integrity codes of conduct, AI use, and cheating policies and ramifications are the first steps in setting expectations. But delivering assignments in ways that reduce opportunities for the use of chatbots or that lay out specific guardrails for chatbot use can also be helpful.
Reducing Chatbot Cheating
Cheating in higher education will never completely go away, and efforts to maintain and manage tools and channels used for cheating must be ongoing. As more students leverage chatbots for both approved and unapproved use, educational institutions can work to help students understand the appropriate way to leverage technology within the learning environment.
While educators struggle to detect AI use reliably, AI detection tools can identify unedited chatbot-generated content with reasonable accuracy. But their effectiveness drops when students edit or modify responses or use AI paraphrasing tools to rewrite the content. They’re more useful as a gut check, not definitive proof that the text was AI-generated.
Remote proctoring during assessments and written assignments adds another barrier to cheating. Ideally, the proctoring solution should leverage AI test monitoring together with live human proctors, which gives faculty the control to prevent AI use and the flexibility to allow approved resources. For example, instructors can proctor exams or essays by restricting access to all unauthorized websites and software, including chatbots, while still providing access to specific materials like case studies or tools like Word, Excel and Google Docs.
Another option is to use scaffolded, realistic assignments and assessments that focus on real-world application and requiring students to connect course content to their personal experiences or context. This makes it more difficult for chatbots to generate accurate or meaningful responses. For example, assessments could ask students to develop a scenario based on a local community issue, work on collaborative projects that include peer reviews or create video responses that reference specific class lectures or materials. This approach helps evaluate students’ true understanding of materials and that they are developing practical skills.
Set the Stage Now for an AI-Inclusive Future
AI chatbots are powerful tools that can make education more personalized, accessible and engaging. However, their misuse can undermine academic integrity and dilute learning. The solution, in most cases, isn’t to ban them outright, but to integrate them responsibly throughout teaching and learning processes. Striking this balance isn’t always easy, but it’s necessary to preserve the value of learning while preparing students for a future where AI will almost certainly be a part of their work.
Tyler Stike is the Director of Content at Honorlock and a doctoral student in educational technology at the University of Florida. In his role at Honorlock, he develops a wide range of content on online education, assessment, and accessibility. He is interested in how affective states influence learning and performance, and plans to research how AI can support adaptive learning experiences that help students manage those states.
References
W. Dai et al., “Can Large Language Models Provide Feedback to Students? A Case Study on ChatGPT,” 2023 IEEE International Conference on Advanced Learning Technologies (ICALT), Orem, UT, USA, 2023, pp. 323-325, doi: 10.1109/ICALT58122.2023.00100.
Sánchez-Vera, Fulgencio. 2025. “Subject-Specialized Chatbot in Higher Education as a Tutor for Autonomous Exam Preparation: Analysis of the Impact on Academic Performance and Students’ Perception of Its Usefulness” Education Sciences 15, no. 1: 26. https://doi.org/10.3390/educsci15010026
Kofinas, A. K., Tsay, C.-H., & Pike, D. (2025). The impact of generative AI on academic integrity of authentic assessments within a higher education context. British Journal of Educational Technology, 00, 1–28. https://doi.org/10.1111/bjet
