Key points:
- Colleges must rethink how they connect with potential students
- Colleges claim to deliver value, but struggle to track its delivery
- Is higher-ed prepared for admissions challenges?
- For more news on recruitment, visit eCN’s Campus Leadership hub
High schoolers are active, engaged, and responsive across digital channels, but colleges are missing the chance to connect with those students in the right channels and in ways that are more personalized, relevant, and impactful, according to a new national study from Ruffalo Noel Levitz (RNL), in partnership with Halda and Modern Campus.
The 2025 E-Expectations Trend Report, based on responses from more than 1,500 students in grades 9-12, outlines a critical disconnect between student behavior and institutional engagement.
The result? A missed opportunity with lasting financial consequences at a time when effective student recruitment is more critical than ever to campus fiscal health.
“Enrollment has become a critical driver of institutional stability,” Dr. Raquel Bermejo, associate vice president for market research at RNL. “Colleges that fail to modernize their engagement strategy risk more than empty seats. They risk long-term fiscal instability.”
Key Findings:
- The college website remains the top resource, yet frustrations remain: 91 percent of students use campus websites to research institutions, yet 1 in 4 students say it is hard to find information about specific majors or programs.
- Students are embracing AI more rapidly than institutions: 68 percent of students have used AI-powered chatbots, with 74 percent finding them helpful–and with 9th and 10th grade students the most likely to use them.
- Students live online but still use many offline resources: 80% of students use in-person visits, and 33 percent of students still prefer to receive information via printed materials from colleges–showing the need for a layered, cross-channel approach.
- Email isn’t dead, it’s essential: 87 percent of students check email weekly; 74 percent prefer it for college communications; and 50 percent will open emails to learn more about a school
- Instagram is a missed opportunity: 63 percent of students use the platform, yet nearly half report they never see college content.
- Virtual experiences are now standard: 65 percent of students say a virtual tour increased their likelihood of applying.
- Students love personalization but also value privacy: 61 percent favor personalized content, but they are also judicious about sharing their personal information, with 59 percent open to sharing email but only 32 percent willing to share their home address.
Demographic declines, political pressure, and budget shortfalls have put higher education in a fragile position. But this report offers a clear path forward: colleges that align their communication channels and content with student preferences can not only boost enrollment but strengthen their revenue.
“Thriving institutions are those that approach student engagement with the same focus and discipline as any core business function,” Bermejo said. “These findings aren’t just trends; they’re a call to action.”
This press release originally appeared online.
