“Over 80% of the students who look at our website are doing so on a tablet or phone. “We do not want to turn someone off because they can’t scroll quickly enough to get to the link to request more information.”

That’s how Christopher Wright, Director of Enrollment Technology at Emerson College, explains how important the technology is for their enrollment management, a key factor for today’s higher education management.

Wright says that “the biggest shift in enrollment and outreach is trying to personalize the online conversation”. According to EdTech Time, “they are looking to implement a robust CRM so that when a student takes an action on their site, the system stores the data points needed to help inform the admissions office. ‘Technology platforms have to be dynamic enough to understand who they’re speaking to and what actions they have already taken to make sure they are given the right messaging at the right time, all the time,’ says Wright.”

Besides, Hanover Research consultants explains that, according to a Lawlor Group report, student recruitment and enrollment are currently determined by 10 main trends – that also might play a big role in  student experience – and that institutions should consider in their strategic planning:

Money Woes. “College tuition costs have continued to climb steadily, even after financial aid is factored in.”

Penny Pinching. “Even more families are re‐evaluating the price they are willing to pay for a college education.” People are starting to consider the ROI factor when ‘hiring’ a university to provide education and a diploma.

Public Perception. “While an overwhelming majority of the public believes a college education is necessary to get ahead, a “value gap” has opened up in the polling because far fewer people believe going to college at any price will be worth the financial investment.”

Need for ROI. “Families are seeking evidence of successful results to justify their college investment (...). They expect proof of high graduation rates and graduate employment at acceptable salary levels.”

Different Demographics. Higher education students are changing in terms of demographics. More first-generation students are becoming a big part of the equation.

Older & Wiser. “Non‐traditional students are also more likely to drop out in their first year, so they seek convenient course scheduling, assistance in the financial aid process, tutoring and counseling services, and centers for veterans.”

Transfers. “More students are attending multiple institutions in their pursuit of a degree. Transferring is increasingly becoming a cost‐conscious part of students’ long‐term plans to affordable degree completion.”

Engaged Consumers. “Growth in mobile online access and social media use is allowing people to instantly verify any claims a college makes (...). They find it increasingly easy to investigate institutions’ reputations via online networks, word‐of‐mouth recommendations, and other communication channels beyond the colleges’ direct control.”

Targeted Data. “The widespread use of data analytics in other industries is leading students to expect personalized and relevant communications.”

MOOCs & Online Education. “All types of online and hybrid courses are thriving as the marketplace seeks cost‐effective access and convenient delivery.”

Now, considering this major trends, let’s see how technology can help universities to improve their recruitment and enrollment strategies. According to specialist Stuart Banbery, marketing manager at SocialSignin, higher education institutions are following these trends:

Social Media.

“HE marketers are now faced with a bewildering choice of apps, platforms and channels – making research and selection key. Everyone knows about Twitter and Facebook, so let’s take a quick look at the new channel, Snapchat (...). HE marketers will need to include Snapchat as part of integrated, multi-channel campaigns in order to engage with prospects, providing selected content that has an expiry date.”

Now, universities are using this platforms not to sell anymore, but to tell stories to engage students. “The use of storytelling has became en vogue in marketing in 2015, and this trend is set to continue in 2016 – with this technique particularly relevant to HE marketing. But this practice shouldn’t just be limited to stories about students. Stories have the power to bring to life and humanise lecturers, alumni, customer service staff and ambassadors,” Banbery explains.

HE marketing professionals – the specialist adds – now understand that highly-polished images and slick corporate language does not necessarily resonate with prospective students. Connecting on a personal level, using humour, creativity and originality is much more of an enabler for enquiries.”

The Internet of Things.

“Apps and the Internet of Things (IoT) possess the power to engage with students, convey a brand and tell a story in a unique way. Apps can also collect data about student preferences and behaviours and are much easier to access than a mobile website (...). Potentially, ads will have the capability to target people based on their every move. HE marketing data will become even more behaviour and preference-driven, with such devices changing the landscape of “local” marketing, blurring the lines between “online” marketing and “real” marketing.”

Advanced Automation.

How to manage all the information that is generated in a recruitment process, in every single faculty, in every single campus? “With HE marketers now spending much more time on content creation, the savviest amongst them are investing in automation software to make it easier for them to manage email nurturing or open day campaigns, manage CRM database segmentation, post / respond on social media, or track and report on student enquiries and conversions.”

Banbery says that “Identifying the right software tools that complement your current environment and join up your existing systems, in addition to the right supplier team of specialist HE Business Consultants, Developers and Trainers, enables your department to stay efficient, effective, targeted and focused – without compromising on the quality of the student experience.”

Which technologic tools is your higher education institution using to improve recruitment and enrollment? We invite you to share your experience.