Why Segmentation Matters in Higher Education Recruitment

The higher education landscape is more competitive than ever. A strong academic reputation alone is no longer enough to attract and retain students. Today’s applicants expect a personalised experience – one that speaks to their goals, values, and lifestyle.

To meet these expectations, universities need to move away from one-size-fits-all messaging and embrace a smarter, segmented approach to student recruitment.

Let’s explore what segmentation really means for higher education, and how it can help your institution connect with the right students at the right time.

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The Shift in Student Motivations

A few decades ago, students often made decisions based on location or prestige. But things have changed. Now, students are more focused on value, employability, and how well a programme fits their broader life goals – from career aspirations to lifestyle needs.

This is especially true in a post-pandemic, digital-first world where learners are more connected, more discerning, and more cost-conscious than ever.

To truly engage this new generation of applicants, universities must understand what drives them – and respond with targeted, relevant messaging.

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Introducing a New Approach to Segmentation

A study by The Parthenon Group, involving over 3,000 students across the US, introduced a more nuanced way to think about the student population. Rather than relying on traditional demographics like age or geography, they segmented students based on mindset and motivation.

This approach offers a valuable framework for institutions looking to modernise their recruitment strategies and tailor experiences across the student journey.

The Six Student Segments Identified by Parthenon

1. Aspiring Academics (Achieving)

Who they are:

• High-achieving students aged 18–24.
• Motivated by academic excellence and postgraduate goals.
• Drawn to research-led institutions.

What they need:

• Access to world-class faculty and facilities.
• Opportunities for academic enrichment and recognition.

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2. Coming of Age (Transitioning)

Who they are:

• Younger students unsure of their path post-graduation.
• Less focused on academics; more interested in social life.
• Typically value campus culture over research.

What they need:

• Strong student support and career guidance.
• A vibrant, engaging community experience.

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3. Career Starters (Thinking Practically)

Who they are:

• Career-focused and outcome-driven.
• Want to gain qualifications quickly and affordably.
• Interested in job placements and work-integrated learning.

What they need:

• Clear pathways to employment.
• Shorter, practical programmes with industry links.

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4. Career Accelerators (Advancing)

Who they are:

• Often mature students already in the workforce.
• Looking to progress in their current role or industry.
• Time-conscious and value recognition of prior learning.

What they need:

• Flexible learning formats (e.g. online or hybrid).
• Programmes that build on existing experience.

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5. Industry Switchers (Changing Career)

Who they are:

• Adults looking to move into a new field, often after a period of unemployment or instability.
• Focused on employability and career change.
• May have limited prior education in the new sector.

What they need:

• Career transition support and mentoring.
• Programmes with strong job placement outcomes.

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6. Academic Wanderers (Seeking Degree)

Who they are:

• Typically older, unsure of academic goals.
• Least satisfied with their higher education experience.
• Often on low incomes or unemployed.

What they need:

• Exploratory learning pathways and clear guidance.
• Support in identifying goals and building confidence.

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Why This Matters for Your Recruitment Strategy

By understanding these personas, institutions can:

• Tailor marketing content to speak directly to each student segment.
• Adjust course offerings and delivery formats to reflect real-world needs.
• Provide more targeted support throughout the student lifecycle.

For example:

• Promote internships and job placement support to Career Starters and Accelerators.
• Offer career planning and coaching to Coming of Age students and Academic Wanderers.
• Position flexible or online learning pathways for Industry Switchers and Accelerators.

Segmentation can also inform post-enrolment strategies – helping teams personalise outreach, improve engagement, and boost retention.

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A Missed Opportunity for Many Institutions

Despite the clear benefits, many universities still take a broad-stroke approach to recruitment. According to The Parthenon Group, this leads to a disconnect between what institutions offer and what students actually need.

“By thinking of students based on attributes – in particular traditional 18 to 24-year-olds and non-traditional adult learners – colleges and universities end up serving students in ways that are convenient for the institutions rather than meeting the needs of today’s students.”
— The Parthenon Group, The Differentiated University

Segmentation isn’t about overcomplicating your process – it’s about understanding who you’re speaking to and building trust by meeting them where they are.

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Final Thoughts

In a crowded and competitive market, segmentation can be your university’s strategic advantage. When you stop treating students as a monolith and start engaging them as individuals with different goals and motivations, you open the door to deeper connections, better outcomes, and stronger enrolment results.

Want to see how Full Fabric helps you personalise student experiences across the entire journey? Get in touch – we’d love to show you how it works.