The Heart of Recruitment: Why Human Connection Matters Most in College Recruitment

In an era dominated by screens and social media, it’s easy to think that the college recruitment landscape has become impersonal. But amidst the noise of online content and digital campaigns, it’s the human touch that truly resonates with prospective students and their families. New data from the 2024 Prospective Family Engagement Report underscores the enduring power of in-person experiences, personalized interactions, and trusted guidance in shaping college decisions. By understanding what prospective students and their families value most, institutions can adapt their strategies to forge genuine connections and build a community that lasts.

The power of in-person experiences

For students, in-person visits are about more than just getting a feel for a place—they’re about envisioning a future. Immersing themselves in campus life, attending classes, and meeting current students allow prospective students to get a tangible sense of what their day-to-day might look like if they were to attend.

For families, in-person visits are about alleviating concerns and assessing a sense of community. Seeing facilities, meeting faculty, and getting a feel for the campus vibe help families assess fit and boost confidence in their decisions.

The shift in virtual recruitment

In today’s digital age, virtual experiences and tours have become an indispensable tool for colleges and universities. Our research underscores the vital role these online engagements play in the college recruitment process, particularly for first-generation students, continuing-generation students, and families across various income levels.

By providing prospective students and families with engaging, informative online interactions, institutions can level the playing field for all applicants, irrespective of their background or financial situation. As virtual technology continues to evolve, its role in shaping the future of college recruitment will undoubtedly grow.

The importance of targeted, personalized outreach

When it comes to college recruitment, clear, timely, and personalized communication from the institution itself plays a pivotal role in shaping the decisions of prospective students and their families. Institutions that take the initiative to reach out (regularly and personally) to share information about their unique offerings, admission processes, and campus communities can attract top talent and build lasting relationships with prospective applicants.

From data to action

The power of in-person experiences

• Invest in creating engaging, personalized visit experiences. Offer academic sessions, student panels, and overnight visits that allow prospective students and families to immerse themselves in campus life. Consider using AI chatbots/digital assistants to help personalize the visit schedule and provide real-time information and recommendations.
• Make visiting campus seamless by providing clear information on logistics and considering travel stipends or partnerships with local hotels. Ensure personalized attention from staff and student ambassadors. AI-powered systems can help match visitors with ambassadors who share similar interests or backgrounds.

The shift in virtual recruitment

• Rethink your virtual recruitment strategy. Use these tools strategically as an initial introduction, or for those unable to travel.  AI can enhance these experiences by providing personalized content recommendations or facilitating live chat Q&A sessions.

The importance of targeted, personalized outreach

• Tailor your approach to the needs of different student populations. Scale up personalized outreach as students get closer to applying. AI can help segment audiences and trigger personalized email or text message campaigns.
• Consider pre-college programs, summer camps, and partnerships with organizations that serve first-gen students. AI-powered advising tools can provide these students with personalized college guidance and recommendations.
• Recognize that wealthier families may respond better to exclusive experiences like personalized recruitment events or VIP visits. AI can help identify these prospects and trigger personalized invitations and follow-up communications.

Refine your call approach: From information to consultation

• Rethink the phone call. Rather than abandoning phone calls, institutions should re-strategize their use. Calls may be more effective later in the recruitment process to address complex queries and build personal relationships. AI can help analyze the content of these calls and provide insights on how to improve the consultation experience.
• Complementarity is key. Ensure phone calls augment digital communications, avoiding duplication of information. Focus calls on high-touch consultation and personalized guidance. AI-powered systems can help ensure a seamless transition between digital and phone interactions.
• Staff training matters. Equip admission staff with the skills to conduct insightful, supportive phone conversations that showcase empathy and in-depth knowledge of college offerings. At its core, the college decision is an emotional one, shaped by the intangible sense of fit and belonging that only immersive experiences can provide. While data and demographics will always have a place in recruitment, it’s the human touch that makes an institution truly memorable. By prioritizing personalized interactions, trusted guidance, and in-person connection, institutions can create a sense of community that resonates long after applicants become alumni. In the end, it’s not just about enrolling students—it’s about welcoming individuals into a community that will shape their lives for decades to come.