(Re)Designing a Human-Centered Approach to Recruitment

Algorithm-based tools have sometimes been touted as a panacea for recruitment challenges. In recent years, however, some recruitment professionals have shifted back to a more human-centered approach, with ed tech tools and digital outreach playing supportive roles. Proponents of this ethos argue that technology-centered strategies don't always yield the results that matter—student enrollment and retention.

While algorithms and artificial intelligence (AI) have a place in recruitment, they can never replace personal interaction, says Martyn J. Miller, assistant vice president for global engagement at Temple University (Temple). "Unless we are willing to offer students that more traditional approach, we're going to be losing these applicants. They'll go to a school that does have that personal interaction."

Recent data from Edvoy, a digital platform that facilitates international recruitment, underscore the importance of human connection:

• In choosing what and where to study, 44 percent of students report relying on recruitment agents or study abroad counselors/consultants.
• Overall, 36 percent of students changed their original choice of study or destination after speaking with an adviser. In South Asia and East Africa, that figure rises to over 60 percent.
• By contrast, 32 percent of students globally listed university websites and 25 percent listed social media among their top research tools.

The student experience should inform the recruitment framework, says Tina Newton, director of international student programs and senior international officer at Santa Ana College. "It really means [asking], 'does this particular practice help a prospective student feel seen, feel understood, feel genuinely considered?'," she explains.

Why a Paradigm Shift Is Needed

Michael Drake, director of graduate, international, and seminary admissions at North Park University (NPU), started shifting back to a human-focused approach about seven years ago. While ed tech tools have increased the quantity of NPU's applications significantly, Drake has seen a minimal yield rate from their usage.

"What we've also seen is [that] students who have [enrolled] show up with minimal knowledge about the university," says Drake. "One of the most important pieces to recruitment is setting an expectation that's realistic, so that not only do you get the student, but you also retain [them]. They then can turn around and share their positive experience, and that's going to continue to help grow your enrollment." The flip side, of course, is that a bad fit can do more harm than good, as students transfer out of the institution or share negative experiences.

Institutions are realizing that visibility alone is no longer enough. Trust and relationships matter more. —Paul Mullally

The COVID-19 pandemic was a turning point in student engagement and recruitment, notes Miller. "Students got so sick of sitting in their bedrooms. Then they got so sick of universities taking advantage of that and turning everything into automation," he explains.

International students are also navigating more uncertainty than ever when it comes to transnational education. "Institutions are realizing that visibility alone is no longer enough. Trust and relationships matter more," argues Paul Mullally, founder and director of Education Lighthouse, a consultancy that helps universities with internationalization strategies, including placing and managing recruitment staff in countries and regions worldwide.

"A human-centered approach can help cut through some of the noise and rhetoric students might hear about the United States within their home countries," says Stephanie Sieggreen, director of international enrollment and strategic initiatives at the University of Tennessee-Knoxville (UTK).

Pipelines can collapse or expand overnight due to currency fluctuations, political events, [or] immigration policies, and there is no algorithm that hedges against that kind of volatility. What makes you different is trust. And you build that trust through sustained human relationships…over time. —Tina Newton

Personal trust also goes a long way when it comes to addressing concerns and allaying fears. Sieggreen shares that during a recent professional event in Washington, D.C., some Canadian colleagues shared concerns about gun violence and asked her to walk with them for safety reasons. Some recruitment agencies UTK works with have also said students aren't interested in studying in the United States because they think it's unsafe. In both cases, Sieggreen was able to provide information and insight to counter the negative narratives. "It's just really [about] getting to the root of where are they getting their information," she says.

"Pipelines can collapse or expand overnight due to currency fluctuations, political events, [or] immigration policies, and there is no algorithm that hedges against that kind of volatility," Newton argues. "What makes you different is trust. And you build that trust through sustained human relationships with counselors, agents, and partners over time."

Relationships That Drive Trust

School counselors often play a pivotal role in a student's decision-making process about where and what they should study. "Counselors are absolutely key in this," Mullally emphasizes. "Sometimes the digital side of things [neglects] them completely."

Counselors are gatekeepers, says Newton. "[When] a counselor…trusts you and understands your institution, they're going to recommend you authentically to students who might not have ever found you on their own," she shares.

Working with in-country agents is also critical. "They have the local knowledge and have the outreach for the local market," says Lokesh Shivakumaraiah, executive director of international programs and special assistant to the provost at Mississippi Valley State University (MVSU) and NAFSA Region VII chair.

Mullally agrees that local partnerships matter. "Students want a relationship with somebody who's in their time zone, who speaks their language, [and] who is able to speak to their parents," he says.

Drake attributes NPU's growth in international student enrollment over the last seven years to their personal agent network. "I'm able to track performance, partner by partner, from their applications [through] to students who have actually enrolled," Drake notes. "We can tell very clearly that these conversions are significantly higher than [they are for] students who find us via tools like the Common App."

Local relationship building has also driven NPU's enrollment surge among students from Southeast Asia, particularly Vietnam. "That's a market where you need to involve the family," says Drake. "If you don't have the buy-in from parents, it's going to be very difficult to get the student."

Students want a relationship with somebody who's in their time zone, who speaks their language, [and] who is able to speak to their parents. —Paul Mullally

In Scandinavian countries—another region where NPU has seen increased interest—in-country experts can more effectively reach a student population that commonly takes one or two years off before entering university, Drake adds.

Relationships with counselors, agents, and other partners help address pain points institutions may not know exist. "There are many dynamic, nebulous variables that go into the college decision. You've got to be in a position to listen," explains Newton.

Trusted relationships can help institutions differentiate themselves as students sift through vast amounts of information on universities, programs, study destinations, and other aspects of the higher education experience. "People are saying the same great things about their institutions. But how are you setting yourself apart from the rest to show this could be the right fit?" asks Sieggreen. "Anywhere that you go [to recruit], success is dependent upon who a potential student trusts."

Overcoming Challenges and Barriers

On a recent trip to India, a prospective student told Miller that his presentation convinced her to apply to Temple. For some schools, however, international travel and other costs related to maintaining an in-country presence are line items they can't afford.

Virtual meetings are one cost-effective solution to the problem. Another is tapping current international students to provide the in-country touchpoint. When international students at MVSU get their I-20 form signed to go home for break, Shivakumaraiah and his team members take the opportunity to ask the students if they could meet with prospective students and parents. "We have to be very creative [in] maximiz[ing] our resources [in order] to have that human-human touch for recruiting," he acknowledges.

Positive student interaction can sway prospective students and win over apprehensive parents. "Parents often have lots of questions," Shivakumaraiah continues. "They feel more assured when they talk to other undergraduate students."

Measuring outcomes—and justifying cost and time spent—is another challenge. Enrollment and retention surveys are potential validators, says Newton, who focuses on building narratives around what has made a difference with students who chose to enroll. "The feedback that I've received the most, [in terms of] what made the difference, is that they know that they have someone that they can talk to when they have an issue," she notes.

Some recruiters give up on human outreach too soon. It's common to see few or even zero applicants in the first few years of building relationships with high school counselors, before eventually getting a steady stream. "Sometimes it takes [an enrolled] student or two to really affirm the messaging is accurate and the experience is true. But when those things take root, enrollment grows," says Drake.

Once a relationship takes root, regular communication matters. Students expect consistent actions across the recruitment process, whether they're applying to a specific department, scholarship, or athletic pursuit, according to Mullally. "They [don't] want [the relationship] to feel transactional."

Long-Term Results and Approach

Though relationship-based recruiting may prove hard to quantify in the short term, eventually it yields long-term results as satisfied students improve institutional reputation and lead to repeat referrals, says Mullally.

Miller often hears from alumni and recruitment partners that personal outreach is what has cemented their emotional connection to the university. After a recent presentation in Hyderabad, India, a Temple alumnus shared that he still has emails Miller sent him 26 years ago. Another alum recalled how Miller's office helped him with education challenges during the COVID-19 pandemic and a visa crisis.

But Shivakumaraiah cautions against eschewing ed tech tools altogether. Rather, he advocates for a holistic recruiting approach that incorporates both ed tech tools and human engagement. "All these different strategies complement each other. There is no one particular strategy that fits all," he emphasizes.

"What can be lost if you fully focus on the human element is scale and consistency," Newton cautions. "Staff and resource allocation are foundational. If someone has thousands of students to reach, genuine relationship building is nearly impossible."

Impactful human connections take sustained effort. But prioritizing personal relationships in recruitment often leads to enrollment growth and a deeper, sustained commitment to the institutions that invest in it. Ultimately, higher education is about human development. All university practices, including recruitment, play a part in aligning with this inherent mission. •