Graduate enrollment management (GEM) professionals know that higher education today is anything but simple. Between shifting applicant expectations, declining mid-level staff retention, and an evolving mix of in-person, hybrid, and online program delivery, the job has never been more complex—or more critical.

That’s why our latest GEM Horizons webinar, From Complexity to Clarity: Actionable Insights from GEM Leaders, offered such timely value. Hosted by Liaison VP of Graduate Enrollment Strategy Steve Taylor in partnership with NAGAP, the conversation brought together:

  • Bowling Green State University Director of Student Engagement and Enrollment Services Melissa Yeung, Ph.D.
  • Clark University Senior Director of Graduate and Professional Enrollment Alyssa Orlando, Ph.D.
  • Boston College Director of Graduate Enrollment Digital Strategy Brett DiMarzo.

Throughout the webinar, which is now available to watch on-demand, these higher ed leaders shared fresh insights on a variety of important, timely topics and related strategies to achieve shared goals. Together, they offered a roadmap to cut through the noise and focus on what’s actually working.

Clarity Requires Adaptability and Action

To kick off the session, Steve framed the discussion with an interesting comparison of higher ed to Lord of the Rings: “We went through COVID, destroyed the ring, and now face new challenges.” Like the heroes of Middle-earth, enrollment professionals today have emerged from a global disruption only to confront a new series of tests—most notably, the need to do more with fewer resources.

The three panelists reflected on the “great exodus” of mid-career professionals and the leadership gaps it’s created. “Many of our colleagues are new to complex, systemic challenges,” said Dr. Orlando. “We need to support and mentor them while building infrastructure that helps them thrive.”

Strategy 1: Personalize Every Interaction

Across the board, panelists emphasized that creating personalized narratives is the gold standard in graduate recruitment.

“Every single student who responded to our survey said, ‘I was here because the admission advisor made me feel like I mattered. I wasn’t just a number,’” said Dr. Yeung.

This focus on storytelling and connection isn’t just good practice—it’s essential for recruiting today’s diverse and discerning applicants, especially “stealth applicants” who discover institutions through online programs or by word-of-mouth.

DiMarzo echoed the importance of moving beyond the basics: “Don’t just do the transactional things. Make sure you’re incorporating storytelling. Tell them what your students are doing. Make it real.”

Strategy 2: Use Data to Shape the Narrative

Rather than chasing metrics, the panel encouraged enrollment leaders to build meaning out of data. This means going beyond tracking responses to crafting stories about the student experience and making data accessible to stakeholders.

“Let’s create a narrative using the data,” said DiMarzo. “It isn’t just one thing that gets somebody to enroll in your program—it’s a whole journey.”

Dr. Yeung shared that 30–40% of applicants at her institution complete feedback surveys, providing critical insight into what’s working and what’s not. Whether through journey mapping, matriculation analysis, or platform analytics, the message was clear: If you’re not using data to adapt in real time, you’re falling behind.

Strategy 3: Meet Financial Hesitation with Clarity

Prospective grad students are more hesitant and more financially uncertain than ever. With decreasing employer support for tuition and rising skepticism about ROI, the panel stressed the need for direct, honest communication about outcomes.

“If not now, when?” said Dr. Orlando, echoing the mindset of students pushing forward despite economic uncertainty. Dr. Yeung added that students often feel a generational pressure to “get it right” the first time, heightening the stakes of every enrollment decision.

In this context, financial transparency and trust-building are key to conversion.

Throughout the discussion, panelists pointed to tools like Liaison GradCAS and AI-powered communication platforms as essential for maintaining personalization at scale. Whether it’s tailoring messages for stealth applicants or automating outreach campaigns to free up staff time, technology emerged as a vital partner in humanizing the process—not replacing it.

“Technology can never replace the relationship,” Dr. Yeung reminded attendees. “But it can make those relationships easier to build.”

Watch the Webinar On Demand

In a time of increasing complexity, this webinar offers a breath of fresh air and a roadmap for what comes next. If you work in graduate enrollment, this is one session you’ll want to share with your team.

Watch the webinar on demand and walk away with actionable insights you can put to use right away.

In a t where complexity is our reality, this webinar offers a breath of fresh air and a roadmap for what comes next. If you work in graduate enrollment, this is one session you’ll want to share with your team.