5 Best Practices for Recruiting Students in Higher Education

Student recruitment has always been central to higher education — but the landscape is more competitive, more digital and more dynamic than ever before. Prospective students have more choice, more information and higher expectations.

So, how can your institution stand out?

The answer lies in combining smart strategy with the right tools and a strong sense of what students actually want. From digital engagement to personalised communication, here are five best practices to help you attract, connect with and convert the right students — at scale.

1. Use Admissions Software to Power Personalised Journeys

First impressions matter — and that includes the moment a prospective student submits an enquiry or signs up for an event. With the right admissions software, you can ensure that those first steps are followed by a smooth, personalised and well-timed journey.

Here’s what that looks like:

• Automating responses to new leads and enquiries.
• Tracking student interactions and behaviours across touchpoints.
• Sending targeted messages and reminders based on where someone is in the funnel.

For example, Stockholm School of Economics uses admissions software to capture data from open day sign-ups — and then uses those insights to nurture students through to enrolment. It’s not just efficient — it makes the experience feel personal and consistent.

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2. Run Social Media Campaigns That Inform and Inspire

Social media is more than a place to post updates — it’s where students go to explore, ask questions and get a sense of your brand.

But to use it effectively, you need to go beyond the surface.

Try this:

• Share stories that resonate with your audience — from student life to academic insights.
• Use video to showcase campus culture, not just facilities.
• Tailor content by channel — what works on YouTube might not work on Instagram.

The University of Cambridge, for example, leans into its rich history and visual identity on YouTube and Instagram — turning its setting into a compelling part of its value proposition.

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3. Involve Current Students and Faculty in Your Content

There’s no better way to connect with prospective students than by hearing from the people who’ve already walked the path.

How to make it work:

• Interview current students about their experiences, challenges and successes.
• Ask academic staff to explain what students can expect from specific programmes.
• Share behind-the-scenes insights from student unions, support services or alumni.

This kind of content is more than informative — it builds trust and emotional connection.

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4. Make Recruitment Events Accessible and Memorable

Open days are a staple of student recruitment — but they’re not always accessible to everyone. Offering a mix of formats and locations can make a big difference, especially for international, part-time or postgraduate students.

Best practices:

• Offer virtual open days with live chat and on-demand content.
• Host informal meetups (“coffee catch-ups”) in key cities or online.
• Ensure admissions staff are available to answer questions in real time.

The goal isn’t just to showcase your campus — it’s to make every student feel welcome and informed, wherever they are.

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5. Stay Consistent From First Enquiry to Final Decision

Recruitment doesn’t stop at the first click. To keep applicants engaged, your communication and support need to be reliable and consistent throughout the entire process.

That means:

• Following up promptly on enquiries.
• Sending timely, helpful reminders at every stage of the application journey.
• Making key information — like deadlines, requirements and contact details — easy to find.

With a centralised admissions platform, your team can collaborate more easily, automate repetitive tasks and create a seamless experience for students from start to finish.

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Final Thoughts

Recruiting students in today’s landscape is about more than filling seats — it’s about building relationships, delivering value and guiding the right candidates towards the right programmes.

Whether you’re running multi-channel campaigns or refining your open day strategy, success depends on clear communication, strategic technology and a genuine focus on the student experience.

Want to streamline your recruitment process and personalise the applicant journey? Full Fabric’s admissions platform helps universities attract and engage students more effectively — from first enquiry to final offer.