Improving Recruitment Efforts in the Digital Age

Pre-pandemic, most prospective students followed relatively set paths in getting information, interacting with the schools that interested them and attending on or off campus events. With the rapid and radical digitization of recruitment culture during the pandemic, schools find ourselves in a situation where prospective student paths are atomized.

Every prospect follows their own path through both digital and in-person channels. Their paths overlap and crisscross other prospects’ paths but rarely in the same sequence or with the same intensity at each point. At the end of the process, we see that it’s not the path itself that is key to understanding and predicting student outcomes but rather the stopping points along the way.

In this session, we will look at a different way of analyzing the data collected from students tracking their self-reported movement from awareness to full commitment to a school. The outcome not only pinpoints where your investment of time and resources will likely generate the greatest overall improvement in your results, it also quantifies and optimizes the expected outcomes. The results can be focused on all applicants or selected high value segments. Our goal is to get past the endless reports with dozens and dozens of slides with table after table to get to a short punchy report that looks at the stopping points on your prospects’ journeys and, from that, identify the Tipping Points that will tip your prospects into registered students.