Winning over the modern learner requires authenticity and genuine connections to increase and improve the student experience.
Student Experience

5 ways to forge genuine connections with modern learners


Winning over the modern learner requires authenticity and genuine connections

Key points:

Higher education institutions that tap into emotional connections with students don’t just weather the challenges of today’s higher education landscape–they thrive and remain ahead in a constantly evolving marketplace.

For years, the path to financial stability was clear–earn a degree. Universities prospered as students enrolled in large numbers. Recruitment strategies remained unchanged, relying on the assumption that demand for higher education would remain strong. Even as competition from online and for-profit schools emerged, institutions didn’t adapt their recruitment methods–schools instead doubled down on traditional efforts, favoring quantity over uniqueness.

However, the educational landscape has shifted significantly in recent years. The pandemic disrupted traditional models, prompting younger generations to question the true value of a college degree. Coupled with other factors such as rising costs and deferred investments in campuses, many schools are starting to feel an enrollment squeeze.

Shifting to a student-centric model to move the needle

For many institutions, the solution lies in the embrace of a more student-focused approach. However, this transformation is far from easy. Departments operate in isolation; frontline staff lack training, and old marketing tactics no longer resonate with students who expect to be acknowledged and understood.

Faced with declining interest, universities have turned to flashy marketing and cutting-edge technologies. But this strategy benefits the institution more than potential students, often resulting in mediocre conversion rates between 1 percent to 3 percent. In addition, today’s prospective students have more options than ever before. Once-unique programs, such as online MBAs and other specialized degrees, have become mainstream. From mobile apps to flexible schedules, these once-differentiated features are now expected.

Meanwhile, prospective students, especially nontraditional adult learners, are taking more time to research their options and are considering fewer schools. According to the 2024 Online College Students Report, 57 percent of students even postponed their enrollment because they were concerned about their ability to succeed or manage the financial commitment. However, once a college makes it to a prospective student’s shortlist, the next step is building authentic communication. Institutions that respond to prospective students about time, money, value, and ability are better positioned to build trust and stand out from the competition.

5 steps to forge genuine connections

When prospective students feel valued, they are more likely to believe the institution genuinely cares about their educational goals and successes–not just enrollment numbers.

Schools can enhance the student experience through five key strategies:

  1. Student journey mapping: Identify where students drop off during the enrollment process and address the concerns that lead to attrition, whether they are financial fears or lack of confidence.
  2. Acknowledge common fears: Choosing a college is a major decision. Institutions should communicate empathetically, addressing student concerns through tailored information sessions offered virtually or in-person.
  3. Equip staff with training on engaging in meaningful conversations: Admissions staff serve as the primary contact for students. Invest in training them to foster authentic, informative interactions across admissions, advising, and financial aid.
  4. Conduct secret shopping campaigns to gain insights: Continuously track student experiences by implementing secret shopping and analyzing touchpoints with frontline staff. Use the insights learned to foster a culture of student success.
  5. Ensure leadership buy-in: Change must come from the top. Leadership should engage with the student journey firsthand to reinforce a student-centered approach throughout the institution.

The future of student recruitment requires an emotional connection

Navigating the complexities of today’s higher-ed landscape requires more than traditional approaches and tactics–it calls for a reinvention of recruitment strategies altogether. Institutions that embrace empathy and build emotional connections with prospective students will not only survive in this changing market–they will lead it.

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Laura Ascione
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