10 Tips for Recruiting Students Through Digital Marketing

Digital marketing in higher education has come a long way — and it's only getting more creative. From short-form video and storytelling campaigns to community-driven content and personalised messaging, there are more ways than ever to connect with the right students.

But with so many tools and trends at your fingertips, how do you focus your energy on what actually works?

Whether you’re launching a campaign for an MBA programme or an undergraduate degree, here are 10 strategic (and student-centred) approaches to digital marketing that can help your institution stand out.

1. Understand Your Audience on a Deeper Level

Every successful marketing campaign starts with one question: who is this for? If you don’t truly understand your audience — their motivations, challenges, goals and habits — your content is unlikely to land.

Start by asking:

• What platforms are they spending time on?
• What questions are they asking during their decision process?
• What kind of content do they engage with — videos, testimonials, blog posts?

Use tools like surveys, social listening, interviews and your CRM data to build detailed personas. Then tailor your messaging to each audience segment. A postgraduate candidate on LinkedIn will likely need very different content than an undergraduate student on Instagram.

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2. Lead With Strategy, Not Tactics

Trendy platforms and creative ideas are exciting, but they’re only as powerful as the strategy behind them. A strong digital marketing campaign should be built around clear goals, timelines, and audience insights — not guesswork.

What this looks like in practice:

• Define the student journey you’re supporting (e.g. awareness, consideration, application).
• Map each stage to specific content, messages and channels.
• Align closely with admissions, programme directors, and current students to ensure accuracy and resonance.

The most effective campaigns are the ones where storytelling, messaging and delivery all work in harmony.

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3. Stay Relevant Without Chasing Every Trend

Students want to see that your institution is engaged in the world around them — not isolated from it. That doesn’t mean jumping on every viral challenge, but it does mean participating in cultural conversations and digital spaces thoughtfully.

Could your school get involved in awareness campaigns, sustainability projects, or social initiatives? Could you spotlight student voices in reaction to a current issue? Done right, these moments show your values in action.

It’s not about “being trendy.” It’s about being real — and relevant.

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4. Invest in the Right Social Platforms

You don’t need to be everywhere — but you do need to be present where your prospective students are most active.

A few ideas:

• Use Instagram to showcase campus life and student stories.
• Leverage LinkedIn for thought leadership and postgraduate recruitment.
• Consider YouTube Shorts, TikTok or Reels for short-form storytelling.
• Encourage students and alumni to create and share content organically.

Social media is more than a broadcasting tool — it’s a conversation starter. Treat it that way, and you’ll build stronger engagement.

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5. Meet Students Where They Are — Even in Their Inbox

Instant messaging apps have become second nature for many students, especially Gen Z. While email still plays a key role, platforms like WhatsApp or in-app messaging systems can offer faster, more personal communication.

How to use it effectively:

• Create WhatsApp groups for admitted students or event attendees.
• Send key updates, reminders or personalised check-ins via messaging apps.
• Use chat tools that integrate with your CRM to keep everything connected.

It’s not about replacing email — it’s about creating flexible, human ways to connect.

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6. Don’t Launch a Campaign Before Checking Your Website

Great campaigns will drive people to your website — but if your site doesn’t back it up, you risk losing them.

Before investing in ads, video content or influencer collaborations, make sure your website is:

• Clear, mobile-friendly, and easy to navigate
• Up to date with fees, admissions requirements, and programme details
• Full of relevant content that answers the most common questions
• Optimised for SEO so it’s discoverable in search

Your website is your digital front door. Make sure it feels open and welcoming.

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7. Show Some Personality — Not Just Polish

Prospective students want to connect with the people behind the brand. That means highlighting the personalities, voices and energy that make your campus unique.

Think about showcasing:

• Faculty members with a great presence or passion for their subject
• Current students and their stories
• Behind-the-scenes content during events or open days

Authenticity wins over overly corporate content every time.

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8. Lead With Emotion, Not Just Information

Education is a deeply emotional decision. People don’t just want to know what you offer — they want to feel why it matters.

Use video, student stories, and narrative content to tap into emotion. Focus on transformation, belonging, aspiration — not just academic outcomes.

One powerful example? Western Sydney University’s award-winning video campaign featuring Deng Adut, a former child soldier turned law graduate. It’s personal, emotional, and unforgettable — and it resonated with millions.

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9. Turn Data Into Content That Inspires Action

Got a recent student satisfaction survey or employment rate report? Don’t let the numbers sit in a spreadsheet — turn them into something useful.

Try creating:

• Infographics for social media
• Visual stats to include in your email campaigns
• Short videos breaking down key takeaways
• Blog posts or student stories that bring the data to life

Data builds credibility — but storytelling gives it meaning.

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10. Keep Learning — and Keep Sharing

Digital marketing is constantly evolving. The best teams make time to reflect, learn and share knowledge — not just internally, but across departments.

Encourage a collaborative culture between marketing, admissions, programme teams, and current students. Review campaign performance together, test new ideas, and stay up to date on what’s working.

Need a place to start? Subscribe to marketing publications, follow higher ed thought leaders, and make space for team learning and experimentation.

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Final Thoughts

The best digital marketing doesn’t just inform — it inspires. It helps prospective students feel seen, supported, and excited about the future. And when strategy, creativity and authenticity come together, the results speak for themselves.

Want to level up your student recruitment campaigns? Full Fabric helps universities and business schools streamline outreach, personalise communication and manage digital journeys — all in one place.