Revolutionizing Student Recruitment with EdTech

By Harjot Dhatt

Radius Global 

As student demographics evolve, institutions must understand the diverse populations of learners. Research highlights increasing diversity in age, socioeconomic status, and geography, as well as the rise of adult and non-traditional students, which necessitates tailored recruitment strategies. Each demographic segment and individual student has unique needs that institutions must address to effectively attract and retain them. The digital revolution has also transformed how students engage with institutions throughout the recruitment journey. 

Due to advances in technology, shifting demographics, changing student expectations, and evolving workforce needs, institutions must adapt their recruitment strategies to stay competitive and attract the next generation of learners. 

A survey by Deloitte highlights the growing importance of digital strategies for higher ed marketing, including increased use of social proof, influencer marketing, and direct-to-consumer approaches. According to Hannon Hill's blog, key web trends for universities include personalization, voice search, video content, and leveraging faculty as micro-influencers. These tools and techniques are crucial considerations for institutions looking to revamp their recruitment efforts. 

Institutions must embrace digital tools, technologies, and strategies to create seamless, engaging experiences that resonate with tech-savvy students. Optimizing for mobile and personalizing content are crucial for reaching and connecting with prospective learners. Innovative approaches like virtual campus tours, social media campaigns, and livestreamed events can enhance the student experience and drive enrollment (Xiong et al., 2018). 

Enhanced Personalization and Engagement 

Learners increasingly want personalization, flexibility, and choices when it comes to education. Prioritizing their success and satisfaction by providing tailored support services, academic advising, and campus resources fosters a sense of belonging and connection among students, enhancing their overall experience. This goes beyond the recruitment process and includes their day-to-day experience with institutional programs and services. Rather than prescribing what students should do, institutions must provide an environment that allows them to reach their goals and objectives in the ways that best suit them. 

As demographics continue to shift, universities will need to adapt messaging and communication channels to effectively reach diverse student populations. This may involve inclusive language, culturally relevant content, and a variety of communication platforms (e.g., social media, email, and instant messaging apps) to engage with prospective students. 

Efficient Application Processing 

Gone are the days of paper-based applications and manual data entry. AI technology now streamlines the application process by automating data extraction from various sources, such as online forms and transcripts. This automation not only speeds up the application review process but also reduces the potential for human error. AI-powered systems can verify application documents, flag discrepancies, and ensure compliance with institutional policies, making the process more efficient and accurate. 

Content and Digital Marketing 

Content marketing is a powerful technique for engaging prospective students. Crafting compelling narratives through blog posts, videos, and infographics can showcase a university's distinctive offerings, faculty expertise, and campus culture, whether interactions are in-person or digital. By providing valuable insights and resources on the platforms where students are most active, institutions can position themselves as thought leaders and attract their target student populations. 

The proliferation of digital channels necessitates that universities invest in marketing strategies leveraging these mediums to effectively reach their audience. This may involve targeted campaigns on Google Ads, Facebook, Instagram, TikTok, and LinkedIn, as well as optimizing search engine visibility. Emphasizing digital channels can enhance brand awareness, drive website traffic, generate leads, and improve recruitment outcomes. 

However, the success of these strategies hinges on involving the right personnel. Internal advocates, faculty, staff, and especially CMOs responsible for setting and leading the university's digital marketing priorities play a critical role in this process. 

The Right Technology for Analytics and Insights 

Universities are increasingly using emerging technologies like AI, machine learning, and predictive analytics to gain insights into student preferences and behaviors, enabling data-driven recruitment strategies and decision-making. Data analysis provides valuable insights into students' motivations, interests, and likelihood of enrollment. Collecting and analyzing data from various sources allows institutions to identify opportunities, track campaign effectiveness, and optimize recruitment efforts in real-time. These tech-driven analytics empower institutions to better understand their target audience and enhance enrollment outcomes. 

Changing demographics and digital advancements will continue to reshape the landscape of student recruitment in higher education. Institutions that embrace these changes, investing in digital technologies and strategies, will be best positioned to attract and retain the next generation of learners. It’s essential for higher education institutions to remain agile and innovative in their marketing strategies, leveraging emerging technologies and embracing diversity and inclusion to effectively engage prospective students. By staying ahead of the curve and adapting to evolving trends, institutions can ensure continued success in recruiting and retaining students. 

References: 

Xiong, L., Alsadoon, A., Maag, A., Prasad, P., Lau, S H., & Elchouemi, A. (2018, August 1). Rise of Social Media Marketing: A Perspective on Higher Education. https://doi.org/10.1109/iccse.2018.8468683 

Deloitte (2023) Reshaping the student experience – The role of technology in enabling student-centricity, https://www2.deloitte.com/content/dam/Deloitte/ca/Documents/public-sector/ca-2023-reshaping-the-student-experience-aoda-en.pdf