The Alarming Truth About High Schoolers’ College Outlook: Confusion, Doubt, and a Surprising Indifference

The college recruitment landscape is shifting, and the latest data from the 2024 RNL High School Student College Planning Report (co-sponsored by Halda) paints a concerning picture for higher education institutions. High school students are feeling overwhelmed, under-informed, and surprisingly skeptical about the value of a college degree. If you’re in admissions or financial aid, these trends can’t be ignored – they threaten the very way you attract and enroll students.

The confusion is real

A staggering 72 percent of students say applying to college is difficult. This anxiety peaks early, with 85 percent of 10th graders finding the application process daunting. While this number eases slightly as students get older (80% of 11th graders, 65% of 12th graders), it is clear that confusion persists throughout the high school career. Choosing the right college and finding help with planning are also major pain points, with most students struggling with these aspects regardless of their grade level.

More than half of 10^th graders (56%) and 11^th graders (57%) are unsure where to turn for college planning guidance. While the percentage decreases in 12^th grade, many seniors (51%) still seek support.

This data paints a stark picture: students are confused, lost, and seeking guidance throughout their high school journey.

Colleges: A blurry landscape

To many students, it is hard to differentiate one college from another. With so many options and unfamiliar terminology, it’s no wonder students struggle to differentiate one institution from another. This perceived sameness makes it incredibly hard for any one college to stand out and make a compelling case to prospective students.

• As early as 10^th grade 69 percent of students are already grappling with how to select the right college. This suggests a lack of distinctiveness among colleges, making it hard for anyone to stand out.
• Confusion about college choice peaks during junior year with nearly three quarters of surveyed students (73%) not knowing how to choose a college. With college search intensifying, the “sameness” of institutions becomes even more problematic. Differentiation is crucial to capture students’ attention.
• While the number eases slightly, over half of 12^th graders (56%) still struggle with finalizing their college list. Colleges must clearly articulate their unique benefits and value propositions to attract these undecided seniors.

A growing doubt about value

Perhaps most alarming is the rising skepticism about whether college is worth the investment. Half of students think they can have a successful career without a degree, and 60 percent question whether the time, money, and effort spent on college will truly pay off. As perceptions of value dwindle, so does the incentive to enroll. Notably, doubts about college’s worth seem to intensify as students get older, with 65 percent of 11th graders and 58 percent of 12th graders harboring these concerns.

Implications for institutions

1. Clarity is king: Simplify your messaging. Break down the complexities of the college process and communicate in a way that resonates with students.
2. Differentiation is do or die: Carve out a unique identity. What sets your college apart? Make sure this comes through in every touchpoint with prospective students.
3. Early intervention is key: Don’t wait until senior year. Engage with students early, offering support and resources to navigate the college planning process.
4. Addressing doubts head-on: Make a compelling case for value. Show students how a degree from your institution translates to real-world success.
5. Targeted outreach matters: First-gen students, for example, may need different support than continuing-gen students. Tailor your strategies to the unique needs of different student groups.

Read the full report

This data is a wake-up call for higher education. Students are confused, colleges are a blur, and doubts about value are growing. It’s time to rethink recruitment strategies and reimagine how we connect with prospective students.

Download the full RNL report to dive deeper into the data and contact us to discuss tailored solutions for your institution.