Trends indicate a decline in enrollment at U.S. colleges, which has been particularly noticeable over the past two decades. In the 1980s, fewer than 50% of high school graduates pursued higher education immediately after graduation. By 2009, this percentage had increased to over 70%. However, as of 2022, only 62% of high school graduates transitioned directly to college.
Changing Perspectives on Higher Education
This decline signifies a shift in perspectives among prospective students, many of whom are now questioning whether obtaining a college degree is the most effective means to achieve their career aspirations. The competitive landscape for higher education institutions has also changed; schools are now required to demonstrate the value of their educational offerings in order to attract students, rather than simply focusing on acceptance rates.
The Demand for Personalized Recruitment
There is a growing demand for personalization in the college recruitment process, as high school students increasingly expect tailored communication from institutions. Direct engagement through various channels—such as email, text, phone, and video—has become crucial in capturing and sustaining student interest throughout the admissions process. Institutions are encouraged to implement student lifecycle management practices, utilizing platforms like Salesforce, ServiceNow, and Freshworks to create personalized experiences that resonate with potential recruits.
Leveraging Technology for Enhanced Engagement
Salesforce’s Education Cloud serves as an example of how technology can enhance personalized interactions by tracking student behavior and academic performance. This data-driven approach allows institutions to build comprehensive profiles of prospective students, enabling customized outreach that may influence enrollment decisions.
Adapting to Enrollment Challenges
As enrollment challenges continue, colleges are increasingly turning to technology and personalized strategies to convert inquiries into enrollments. This trend underscores the necessity for higher education institutions to adapt to the evolving dynamics of recruitment in order to effectively engage with potential students.
(Source: EdTech Magazine)