The Power of Personalisation in Student Recruitment and Admissions

In today’s competitive higher education landscape, institutions must differentiate themselves to attract and engage prospective students. One proven strategy is crafting a personalised admissions journey that provides tailored communication and support at every stage—from the first inquiry to enrollment.

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Understanding the Emotional Journey

The admissions process is not merely a series of administrative steps; it is an emotional rollercoaster for candidates. As illustrated in the infographic, students navigate various emotional phases, each presenting unique challenges and opportunities for engagement:

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1. ‍Awareness: Initial curiosity and uncertainty.
2. ‍Shortlisting: A slight rise in optimism as candidates begin to compare options.‍
3. Start Application: A drop into stress and understanding the admissions requirements and criteria. ‍
4. Submitted Application: A return to neutral ground, but with lingering anxiety on the next steps. ‍
5. Interview: Heightened nerves and self-doubt. ‍
6. Offer: A peak of relief and excitement.‍
7. Scholarship: A moment of joy, often mixed with financial concerns.‍
8. Pre-Arrival: A dip into apprehension as students prepare for the transition.‍
9. Communication with Peers: A rise in excitement as connections are made.‍
10. Arrival: A culmination of joy and accomplishment.

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Getting more qualified applications

Awareness and shortlisting

At the awareness stage, prospective students are exploring their options. Personalised outreach such as targeted emails or content tailored to their interests, can significantly impact their decision-making process. At this point institutions should use the data available such as academic and professional background, programme of interest and even future motivation to craft messages that resonate.

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The application process

The application process can be daunting. Ensure the application portal is easy to navigate and offers personalised content and advice, automate reminders that can help and encourage the candidate to continue the process and offer one-on-one meetings with admissions advisors for a human touch. Candidates should feel supported every step of the way, rather than left to navigate the process alone.

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The interview and selection process

For many prospective students, the interview is a pivotal moment. Providing interview preparation resources such as tips on how to prepare for an interview can significantly boost their confidence. It is also important to establish feedback loops to keep candidates informed and reassured, demonstrating that the institution values their effort.

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Elevating the post-offer experience

Receiving an offer is a high point, but maintaining engagement post-offer is essential. It is important to send tailored information for offer holders, organise specific events for offer holders and connect students with peers to reinforce their decision and reduce melt. It is also critical to make the enrollment process easy, whether making a deposit payment or signing a contract.

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Scholarship and payment information

Students often feel a mix of excitement and uncertainty upon receiving a scholarship. Detailed, personalised breakdowns of their payment plan and scholarship offers and funding advice can alleviate financial concerns.

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Communication with peers

Encourage prospective students to join groups or forums with their future classmates or existing students. These connections foster a sense of belonging and community, which can be crucial during the pre-arrival phase.

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Pre-arrival to arrival: building lasting relationships

The pre-arrival phase can be one of the most stressful stages. Personalised onboarding, such as welcome videos or tailored checklists for international students, can make a significant difference. Provide resources like accommodation guides, visa assistance, and orientation schedules personalised to each student’s circumstances. Send countdown emails with actionable steps for arrival preparation.

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Leveraging technology for personalisation

The level of personalisation required to support students throughout this journey can seem overwhelming, but advancements in technology make it feasible. Student CRM tools and Admissions and Enrollment software can help institutions track candidates' engagement throughout the process and deliver relevant information at the right time.

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Conclusion: putting students first

Personalizing the admissions journey isn’t just about creating a better student experience; it also has tangible benefits for institutions. Higher engagement leads to better conversion rates, reduced dropout rates, and stronger relationships. In a crowded market, it’s an investment that pays off in both the short and long term.

By understanding the emotional lifts and dips of the admissions process, institutions can craft a personalised journey that supports students every step of the way. From the first inquiry to their arrival on campus, thoughtful, tailored interactions can transform an otherwise stressful experience into one of excitement and empowerment. Ultimately, the goal isn’t just to recruit students—it’s to inspire them to thrive.

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