Students Notice the Details: How to Make Personalized Student Recruitment Feel Authentic

Personalization is a buzzword in higher ed marketing, but many schools still miss the mark. To help them connect with the right students at the right time, Liaison works with institutions to create authentic, behavior-driven personalization that truly resonates, using intentional segmentation, timing, and content relevance to enhance engagement across the recruitment journey.

Personalization isn’t simply a matter of using “{First Name}” in written content.

Effective personalization goes beyond basic mail merges to provide contextually relevant content based on students’ behavior, preferences, and intent. It involves looking at how students are engaging (or not engaging) with content, then adjusting future messaging channels, content, and cadences based on that behavior. For example, instead of just “Dear {First Name},” try, “Hi {First Name}, We saw you attended our virtual Biology webinar. Here’s a link to a video from a current Bio major sharing their research experience.”

How do you react when Netflix recommends a new show? Personally, I love it because I don’t spend hours searching for my next show to binge. Why is that? Because I know Netflix is using my profile data combined with my viewing behavior to generate relevant content.

Being transparent with students about how their data will be used to generate relevant content will go a long way in building relationships and will inspire them to continue to share more information.

Which is more expensive and time consuming: 1) Growing your student pool because so many students have opted out of receiving generalized, irrelevant content, or 2) tailoring your messaging to your current student pool so students regularly engage and convert on personalized, relevant content?

There are efficient ways that institutions can revamp their marketing strategy and content, such as leveraging enrolled students to share what mattered to them during their college search and using AI as a tool to draft and proof content. Just be mindful of the data you are sharing and do not use AI to “replace” the work that needs to be put in.

Waiting for a perfectly unified and clean dataset can lead to analysis paralysis. Student data is often data sourced by… students! Some level of human error will always be present in your data.

Focus on utilizing workable data you already have, such as information about student behavior and engagement, to personalize content. Then, as you go, ensure the data you are capturing is clean and workable. Over time, you may not have a perfect database, but it will certainly be more usable.

Personalization is a student expectation across the board, not just for bigger schools. Your goal is to make students feel seen and valued. This is not just an enrollment goal but also a retention goal. Content should focus on the student first, and the institution next.

This will have a positive domino effect. I know it's why I chose my alma mater—personal phone calls and event invitations from my admissions counselor as well as future professors made me feel seen and valued as an individual, not just an applicant.

Segmentation is a powerful tool.

Audience segmentation often comes to mind first. For example, the tone, messaging, and even channels used will differ for students compared to their parents. This may also be true for student audiences based on their interests (academic, athletic, artsy, sociable, etc.). Find ways that you can bucket your messaging, so it is personalized and effective without compromising efficiency.

Segmentation can involve diving into your student data to determine behaviors. For example, engaged behavior may be opening, clicking, or responding to messages. This engaged segment could then receive messages more frequently and can receive more robust, relevant content.

For those showing signs of unengaged behavior, send messages less frequently with condensed content. If a student isn't opening your emails, you may want to try shifting to a text message with a single, clear call-to-action, like: “Last chance to apply for early admission. Reply APPLY to receive a personal application link.”

Retargeting is an excellent strategy to reignite a student’s interest. This is relevant throughout the entire funnel, from an RFI form to event registration to submitting a deposit. Use student touch points (even the negative ones) to inform messaging and drive a specific action.

For example, if a student registers for a campus tour but doesn't show up, your automated follow-up shouldn't be a generic “Sorry we missed you!” Instead, try: “We missed you at the tour! We know schedules get busy. Here's a 2-minute video tour of the residence hall you were interested in and a direct link to schedule a 1-on-1 chat with an admissions counselor.”

Track which pages students are visiting and send follow up content based on that page. This involves a technical setup but can deliver incredibly personalized data you can use to cater your messaging.

Simple changes can help institutions improve the authenticity of their student communications. Try:

• Starting small | Many schools do not have the bandwidth to audit and revamp all enrollment campaigns. Identify the campaign that needs the most help and start there.
• Just asking | Survey prospective students to capture their preferences and intent. Compile current students’ feedback about their college search and what resonated with them, whether it was from your school or another.
• Actively listening, especially when you are asking for feedback or input | Make sure you have a plan in place to process and act on the data you gather, rather than simply hording it.
• Auditing your tone | Does your communication sound like a formal university broadcast or a helpful message from a real person? Choosing a professional tone over personal should not be a choice in the first place. Replace institutional jargon ("matriculate," "submit your application for review") with plain, human language ("enroll," "send your application"). A simple shift to a more conversational, supportive voice can dramatically improve authenticity.

Ultimately, authentic personalization is not about having perfect data or unlimited resources; it is about using the information you already have to make student recruitment feel more relevant, helpful, and human. When admissions teams listen to students, segment thoughtfully, and communicate with clarity and care, they can build stronger connections throughout the enrollment journey.

To learn how Liaison’s Enrollment Marketing team helps shape strategies that drive full-cycle success, just click here.