COVID shut down the world, campuses, and student recruitment. There is no doubt the student recruitment and admissions processes has changed.
The COVID pandemic has profoundly impacted nearly every aspect of society, and the education sector is no exception. One of the most visible and consequential shifts occurred in how universities recruit students. As higher education institutions worldwide grappled with the new realities of remote learning and public health concerns. They had to quickly adapt their recruitment strategies to reach and engage prospective students. From the abrupt shift to virtual admissions processes to the more permanent integration of digital technologies. The landscape of university recruitment has been irrevocably transformed.
This article delves into how university recruitment changed after COVID-19, exploring the increased reliance on digital tools. The global nature of recruitment, the changing priorities of students, and the lasting lessons universities have learned.
The Shift to Virtual Student Recruitment
When COVID-19 hit in early 2020, universities were forced to shut down their campuses, and with them, in-person recruitment activities. Campus tours, open days, and face-to-face meetings with prospective students were suddenly canceled. Universities had to pivot almost overnight to virtual recruitment methods to ensure they could continue engaging potential students.
Before COVID-19, many universities had experimented with online outreach, but traditional in-person recruitment methods remained dominant. These face-to-face interactions were considered essential in giving prospective students a feel for the university’s atmosphere, culture, and facilities. However, with lockdowns in place and international travel restrictions enforced, this was no longer possible.
Webinars, virtual open days, and online fairs became the new norm. Universities quickly ramped up their use of social media, Zoom meetings, and other digital platforms to maintain communication with students. This was initially seen as a temporary measure. But as the pandemic stretched on, many universities realized that virtual recruitment made it easy to reach remote students.
New Tools and Platforms for Student Recruitment
As a result of the pandemic, universities began to invest heavily in digital infrastructure to enhance their virtual recruitment efforts. New platforms emerged to meet the growing demand for virtual engagement. Video conferencing tools such as Zoom were adapted for admissions interviews, virtual tours, and information sessions.
Moreover, institutions began leveraging specialized platforms designed to simulate the university experience digitally. Tools which connects prospective students with current university students via chat and video were used. These allows applicants to ask questions and get peer-to-peer advice. These platforms created opportunities for real-time engagement, offering a personalized experience.
Virtual tours became a vital recruitment tool, allowing students to explore campuses from the comfort of their homes. Universities employed high-quality 360-degree videos, interactive campus maps, and even augmented reality (AR). These were often accompanied by live Q&A sessions with admissions officers or student ambassadors.
Some institutions had started experimenting with these technologies before the pandemic. The rapid shift to online recruitment accelerated their adoption. The digital transformation of recruitment became a competitive edge for universities.
Global Reach and Increased Competition
One of the most significant changes in university recruitment after COVID-19 has been the global expansion of outreach efforts. Before the pandemic, universities would often focus on local or national applicants while attending selective international education fairs. In contrast, the move to digital recruitment has made it easier for universities to reach students worldwide. Without the constraints of travel costs or the logistics of in-person fairs, universities have been able to conduct virtual recruitment.
Webinars, virtual open houses, and even one-on-one video interviews have opened up access to students who may have never considered a particular university due to distance, travel costs, or visa restrictions. The democratization of access to higher education institutions has leveled the playing field for students in different countries, while also intensifying competition among universities. Institutions that had previously struggled to recruit internationally could now engage students more effectively through tailored online content, thus expanding their applicant pools.
International student recruitment went virtual, and universities focused on the use of recruitment partners. BrighterEd is one such firm with a global reach of international recruiters, and did all it could to recruit students. Students had challenges obtaining student visas to study in the US, which led to frustration, despite the best efforts of Scholarship Max partners.
Intensified Competition
However, the increase in global reach has also intensified competition for students. With all universities now competing in the same digital space, the differentiation between institutions became more critical. Universities had to think creatively about how to stand out in virtual environments. A well-designed website or flashy virtual tour was no longer enough; prospective students expected more authentic engagement and a personalized experience.
Some universities started offering more frequent one-on-one consultations with admissions officers, where students could receive tailored advice about their applications. Others organized virtual student panels, where prospective students could hear directly from current students about their experiences. Universities began emphasizing the strengths of their online learning platforms, showcasing the flexibility and quality of their virtual learning environments.
This growing competition has also affected scholarship offerings. With students being courted by multiple universities, institutions have had to offer more financial incentives, including merit-based scholarships, need-based aid, and discounts for international students to secure enrollments. The competition for top talent has grown, and universities must now consider the holistic experience they offer students, both academically and in terms of virtual engagement.
Changing Student Priorities
In addition to changes in recruitment practices, universities have also had to adapt to shifting student priorities in the wake of the pandemic. COVID-19 disrupted traditional educational pathways, leading many prospective students to reconsider their options. For some, the pandemic brought economic hardships, causing them to rethink whether attending a distant or expensive university was feasible. Others, worried about the uncertain future of travel and in-person learning, opted to delay their applications or look for universities that offered strong remote learning alternatives.
The rise of online and hybrid learning models during the pandemic has altered how students view education. Many prospective students now seek flexibility, preferring programs that offer the option of remote or hybrid learning so that they can balance their studies with other commitments. Additionally, students are placing greater emphasis on the quality of a university’s digital infrastructure and online teaching capabilities. Universities that can offer seamless online learning experiences and showcase their resilience in the face of disruptions have gained a competitive edge.
Mental Health and Wellbeing
Another significant shift in student priorities post-COVID has been the focus on mental health and wellbeing. The pandemic exacerbated mental health challenges for students worldwide, and as a result, many prospective students are now prioritizing universities that offer strong support systems. Universities that promote their mental health services, such as counseling, peer support networks, and wellbeing programs, are more likely to appeal to students who recognize the importance of these services for academic success and personal development.
Additionally, the broader social context of the pandemic, including increased awareness of social justice issues, has led many students to seek universities that demonstrate a commitment to diversity, equity, and inclusion. Institutions that actively promote a culture of inclusivity and address societal challenges are more likely to attract students who are looking for environments that align with their values.
Hybrid Models of Recruitment: The New Normal
While the pandemic necessitated a shift to fully virtual recruitment, as restrictions eased, universities began adopting hybrid models that integrate both in-person and virtual elements. This hybrid approach is likely to define the future of student recruitment. It offers the best of both worlds for universities and prospective students alike.
For example, universities have returned to offering in-person campus tours and open days, but these are often supplemented by virtual options for students who cannot attend physically. Virtual campus tours, which once served as a temporary solution, have now become a permanent fixture of recruitment strategies. Similarly, while in-person educational fairs have resumed in some regions, virtual fairs continue to be an important way to reach students from across the globe.
Hybrid recruitment models also enable universities to maintain a personalized approach. Institutions can use virtual tools to offer one-on-one consultations, webinars, and informational videos, which can then be supplemented by more traditional in-person interactions. This blended model provides flexibility for students and allows universities to reach a wider audience, catering to both local and international applicants.
Data-Driven Recruitment
Another lasting change brought about by the pandemic is the increased reliance on data-driven recruitment strategies. Universities are now using data analytics to track student engagement across digital platforms, enabling them to tailor their outreach more effectively. For instance, by monitoring which students attend virtual events, engage with social media content, or open emails, universities can better understand the interests and preferences of their applicants.
Personalized email campaigns, targeted advertisements on social media, and customized website experiences have become common practices. Universities can now use predictive analytics to identify students who are most likely to apply, enroll, and succeed at their institution, allowing for more efficient allocation of resources. This shift towards data-driven recruitment has been facilitated by the increased use of customer relationship management (CRM) systems, which help universities manage their interactions with prospective students more effectively.
Long-Term Impacts and Future Directions
The changes to university student recruitment following the COVID-19 pandemic are unlikely to be fully reversed. Universities will continue to leverage digital platforms to enhance their reach and engagement with prospective students. The pandemic has demonstrated the efficiency virtual recruitment methods, particularly in reaching students in different parts of the world. The hybrid model, combining in-person and virtual elements, will allow institutions to offer more accessible, flexible, and personalized recruitment processes.
The pandemic has also changed how students view education, and universities will need to adapt their offerings to meet these new expectations. Even as campuses reopened and in-person learning resumes, the demand for online education continued to grow.
Test Optional Student Recruitment
Standardized test became optional. Test including the GMAT, GRE, SAT, and ACT were waived for admissions – often waived for all students. This increased accessibility to programs that traditionally had a test requirement as a barrier of entry.