The Importance of Human Engagement in Higher Education Admissions: Balancing Technology and Personalisation

The role of technology in higher education admissions has grown significantly in recent years. With universities seeking to streamline administrative processes and improve efficiency, automation tools and digital platforms now play a major part in how institutions engage with prospective students.

Yet, while digital transformation offers undeniable benefits, the human element remains irreplaceable.

In a sector where decisions shape futures, personal engagement adds value that technology alone cannot replicate. So, how can universities strike the right balance between efficiency and empathy?

Let’s explore why human engagement remains essential in higher education admissions – and how to combine it effectively with technology.

Why the Human Touch Still Matters

1. Personalised Guidance

Application portals and digital forms can capture key information, but they don’t replace human conversation. Many prospective students have complex needs or uncertainties that require personal advice – from choosing the right programme to understanding scholarship eligibility.

Admissions staff offer valuable support, helping students feel seen, heard, and guided through important decisions.

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2. Holistic Assessment

Holistic admissions processes go beyond grades and test scores. By incorporating interviews, essays, recommendations, and personal context, institutions can build a fuller picture of the applicant’s potential.

This type of evaluation requires human judgement – something that algorithms, no matter how sophisticated, cannot fully replicate.

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3. Empathy and Understanding

Some applicants face exceptional circumstances – financial hardship, health challenges, or disrupted schooling. While systems can track data, only people can provide empathy, reassurance, and flexible solutions in response to personal situations.

The ability to adapt based on context is a defining strength of human engagement.

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4. Building Relationships

Strong relationships between students and institutions begin during the admissions journey. Face-to-face or live digital interactions build trust, foster belonging, and increase the likelihood of enrolment and long-term engagement.

These early connections often set the tone for the student’s wider university experience.

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Balancing Technology with Human Interaction

Technology isn’t the enemy of personalisation – in fact, it can support and scale it. The key is to use automation and digital tools to enhance human interactions, not replace them.

Here are five strategies universities can use to maintain this balance:

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1. Use Data to Inform, Not Replace, Human Judgement

While algorithms and predictive analytics offer valuable insights, they should not be used in isolation. Human judgement should always accompany data-driven decisions – especially in cases where nuance, personal context, or exceptions are involved.

Admissions teams should treat data as a tool for decision support, not decision-making.

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2. Design Personalised Recruitment Workflows

Combine automated communications with meaningful human touchpoints. For example:

• Automated email sequences can guide applicants through each stage.
• Personal outreach – such as phone calls, video meetings, or event invitations – adds authenticity and builds trust.
• In-person or virtual Q&A sessions allow prospective students to ask questions directly.

Blending digital and human channels creates a more engaging, responsive experience.

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3. Maintain Transparent and Personalised Communication

Student portals should be more than just application dashboards. When personalised with relevant content, timelines, and updates, they become powerful tools for engagement.

Admissions teams can also use the portal to send tailored messages at key milestones, ensuring students feel supported and informed throughout the process.

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4. Deploy Chatbots for Efficiency – But Offer Options

AI chatbots can save significant time by handling frequently asked questions – particularly during peak periods like enrolment season. Topics such as course requirements, application deadlines, and accommodation queries can be managed by virtual assistants.

However, students should always have the option to escalate queries to a real person. Providing multiple communication channels – email, phone, live chat – gives applicants flexibility and shows the institution is accessible and inclusive.

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5. Offer Feedback to Unsuccessful Applicants

Rejection without explanation can be discouraging. Wherever possible, admissions teams should offer constructive, personalised feedback to unsuccessful applicants.

This helps individuals improve future applications and reinforces the university’s commitment to fairness and growth. In some cases, staff may even suggest alternative programmes better suited to the candidate’s goals.

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Final Thoughts

In an increasingly digitised sector, human connection is still at the heart of student engagement. While automation improves efficiency, it’s the people behind the process who bring empathy, insight, and flexibility.

By combining the strengths of technology with a commitment to personal interaction, universities can build more inclusive, responsive, and student-centred admissions journeys.

Ultimately, the institutions that succeed will be those that use technology to free up time for what matters most – building relationships, understanding individual needs, and fostering meaningful human engagement.