The Evolution of College Recruitment: What’s Working in 2025

As higher education faces what experts call an “enrollment cliff,” with projections showing a potential 15% decline in traditional college-aged students, institutions are radically re-imagining their recruitment strategies. The latest data from RNL’s 2025 Marketing and Recruitment Practices For Undergraduate Students report reveals fascinating shifts in how different institutions connect with prospective students in this challenging landscape.

The human touch remains supreme

In an era dominated by digital technology, the enduring power of human connection stands out prominently in the data. Face-to-face interactions continue to be the most effective recruitment tool for both four-year private and public institutions while ranking as the second most effective strategy for two-year colleges. This finding reinforces what many enrollment professionals have long suspected: despite technological advances, students crave authentic, personal connections when making significant life decisions.

The effectiveness of in-person meetings spans various formats—from traditional campus tours to innovative “mini-sessions” with faculty and current students. These interactions provide prospective students with tangible experiences that digital alternatives cannot replicate. Recent research from Higher Education Marketing confirms that prospective students in 2025 seek personalized experiences that resonate with their individual aspirations and concerns.

Digital innovation takes center stage

While the human element remains crucial, the digital recruitment landscape has evolved beyond basic email campaigns into a sophisticated ecosystem of interconnected strategies. Two-year institutions are particularly notable for successfully adopting digital advertising as their primary recruitment tool, demonstrating how smaller institutions can effectively compete in the digital space.

Personalized videos have emerged as a powerful medium across all institution types, appearing in the top three most effective strategies for public universities and community colleges in the RNL Marketing and Recruitment report. These aren’t generic promotional videos—they’re customized content pieces that speak directly to individual student interests, academic goals, and career aspirations.

Text messaging has become a crucial communication channel, particularly for four-year institutions. This shift reflects the broader trend of meeting students where they are—on their mobile devices. Successful institutions are using texting not just for announcements but for meaningful engagement, including quick Q&A sessions, application status updates, and deadline reminders.

The advertising landscape

The advertising strategies employed by institutions reveal a nuanced understanding of their target audiences. Social media advertising dominates the scene for four-year private and two-year institutions, while public universities are finding success with a more diverse media mix, including television ads. This divergence suggests that different institutional types successfully identify and leverage the channels most effective for their specific audience segments.

Re-targeted ads have proven particularly effective in the top three strategies for private institutions and community colleges. This sophisticated approach indicates a deep understanding of the modern student’s digital journey—from initial awareness through the final enrollment decision. Video advertising’s strong performance across all categories underscores the growing importance of dynamic, visual content in capturing and maintaining student attention in an increasingly competitive digital landscape.

Digital strategy deep dive

Search engine optimization (SEO) has emerged as a cornerstone of digital strategy, particularly for private institutions. This emphasis on SEO reflects a fundamental truth about modern student behavior: the college search process overwhelmingly begins online. Institutions that excel at SEO are ensuring they’re visible at the crucial moment when students begin their higher education journey.

Request for information (RFI) forms continue to play a vital role, though their implementation has evolved significantly. The most successful institutions are now embedding RFI forms within interactive content experiences and using AI-powered chatbots to provide immediate, personalized responses. This shift toward automated yet personalized engagement represents a crucial evolution in how institutions manage initial student inquiries.

Management practices: The rise of AI and analytics

Behind the scenes, the most transformative changes occur in how institutions manage and analyze their recruitment efforts. The integration of AI in admissions has reached a tipping point, with eight in 10 colleges now utilizing some form of artificial intelligence in their processes. This technology is used for basic tasks, sophisticated predictive modeling, and personalized communication strategies.

Private institutions are leading the charge in leveraging AI for enrollment operations, while all institution types are embracing increasingly sophisticated tracking and analytics tools. Behavioral scoring and engagement tracking have moved from an innovative approach to an essential practice, indicating a decisive shift toward data-driven decision-making in enrollment management.

CRM systems have become particularly crucial for two-year institutions according to the RNL report, suggesting a growing emphasis on relationship management throughout the enrollment funnel. These systems are no longer simple contact databases but have evolved into comprehensive platforms that track, analyze, and optimize every student interaction.

Looking forward

These findings paint a picture of an industry in transition, balancing traditional high-touch approaches with innovative digital solutions. Success in 2025’s challenging enrollment landscape requires a sophisticated blend of:

• Personal connection through face-to-face interactions
• Strategic digital engagement across multiple channels
• Data-driven decision-making powered by AI and analytics
• Personalized communication at scale

For enrollment professionals, the message is clear: while the tools and techniques may evolve, the fundamental goal remains unchanged—connecting with prospective students in meaningful ways that address their individual needs and aspirations.

The institutions that will thrive can effectively combine the warmth of personal interaction with the efficiency of digital innovation, all while maintaining authentic connections with their prospective students.

Want to dive deeper? Read the report

Ready to transform your institution’s recruitment strategy with data-driven insights? Download the complete 2025 Marketing and Recruitment Practices Report to access:

• Detailed breakdowns by institution type
• Implementation guides for top strategies
• Benchmark data to compare your performance
• Expert analysis and recommendations
• Case studies from successful institutions

Download the full report now and get exclusive access to comprehensive data and insights that will shape your 2025 recruitment strategy.