The post-secondary education sector is facing significant shifts, and the findings from the 2025 SEMM Landscape Survey offer valuable insights into the challenges and opportunities shaping strategic enrolment management (SEM) today. With responses from 131 SEMM professionals across universities, colleges, and polytechnics, the survey highlights the evolving landscape of student recruitment, decision-making, and institutional readiness.
Top Enrolment Challenges: Navigating a Changing Landscape
Institutions continue to grapple with a variety of enrolment challenges, but some stand out as particularly pressing. The top five enrolment challenges identified by respondents include:
- Changes to international study permit caps (40%) – A major concern, particularly for institutions reliant on international enrolments.
- Economic factors affecting student finances (25%) – Rising tuition and cost-of-living concerns are deterring students from pursuing higher education.
- Declining domestic student enrolment (23%) – Institutions are struggling to attract and retain local students.
- Creating a collaborative SEM environment across institutions (20%) – Internal silos hinder effective strategic enrolment planning.
- Lack of dedicated SEM personnel/resources (19%) – Many institutions lack the necessary staffing and infrastructure to implement effective enrolment strategies.
Additionally, outdated recruitment processes (17%) and the challenge of differentiating institutions from competitors (15%) continue to be hurdles for many schools.
Are Institutions SEMM-Ready?
While strategic enrolment management (SEM) is becoming a central focus, the survey reveals gaps in institutional readiness:
- 42% of respondents believe their enrolment goals align with their institution’s strategic plan.
- 50% state that their school has a clear SEM leader, be it an individual or a dedicated department.
- 54% feel confident that data-driven decision-making is used in enrolment planning.
- However, only 32% say their institution effectively tracks and shares key performance indicators (KPIs) to support enrolment objectives.
These findings suggest that while progress is being made, there is room for improvement in how institutions structure and execute their SEM strategies.
Understanding Student Decision-Making: What Matters Most?
The survey also compared what institutions believe drives student choice versus what students themselves report. The top factors influencing student decisions to enroll include:
According to SEMM professionals:
- Proximity to home
- Career-related programs
- Smaller school size
- Academic program quality
- Lower tuition fees
According to students:
- Institutional reputation
- Proximity to home
- Career-related programs
- Academic program quality
- Co-op/internship opportunities
This discrepancy highlights the importance of aligning recruitment messaging with the real priorities of prospective students.
Marketing & Recruitment: Are Schools Doing Enough?
The survey results indicate that many institutions struggle to market themselves effectively:
- 42% believe their school markets programs well.
- 34% say their school employs targeted strategies to attract and retain students.
- 62% agree that their institution effectively communicates and engages with prospective students.
While schools recognize the need for improved marketing and recruitment efforts, personalized engagement remains an area for growth.
Student Success: Retention and Support Matter
Once enrolled, why do students stay? The survey reveals a difference between institutional perceptions and student reality:
SEMM professionals believe students stay because of:
- Supportive learning environments
- Quality of teaching
- Academic engagement
Students, however, cite:
- Career preparedness
- Personal motivation
- Personal satisfaction
These findings suggest that while institutional support is crucial, career readiness and personal fulfillment are the real drivers of student retention.
Looking Ahead: Key Takeaways for Institutions
The 2025 SEMM Landscape Survey underscores the urgent need for institutions to adapt their recruitment and enrolment strategies. Key takeaways include:
- Rethinking International Recruitment: With study permit caps in place, institutions must diversify recruitment strategies and reduce overreliance on specific markets. They may also need to focus on domestic recruitment to make up for shortfalls.
- Enhancing Domestic Enrolment Efforts: Addressing financial barriers and improving the perceived value of post-secondary education are critical – both at individual institutions and across the sector
- Strengthening Data-Driven Decision-Making: Institutions must invest in better tracking, reporting, and transparency in enrolment metrics – and then focus on developing appropriate actions that respond to the data.
- Aligning Messaging with Student Priorities: Understanding what truly influences student decisions can improve recruitment and retention strategies.
- Investing in Student Success: A holistic approach to career development, student support, and engagement will be essential for long-term retention.
As institutions navigate the complexities of post-secondary enrolment in 2025, the insights from this survey reveal areas for great focus when refining strategies to ensure sustainable growth in an evolving education landscape.
