Officials in college and university admissions departments are increasingly working to connect with an elusive new applicant demographic: the “stealth student.” The alliterative descriptor has caught on in higher ed circles, as has the recognition that capturing the attention of these unknown students—whose first contact with a school’s admissions department is when they submit an application—will be central to remaining competitive in the Millennial age.

The rise of the stealth student should come as no surprise in today’s “Uber of everything” world. Indeed, the mobile revolution has empowered prospective students to gather ample data about virtually any school to inform their...

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