The Case for Optimism: How Liaison Supports the Higher Ed Community in the Face of Change

Over the past few months, I've had a lot of conversations with clients, campus leaders, colleagues, and industry experts about the state of higher ed in general and enrollment management in particular.

As I reflect on the common themes we discuss, our shared concerns, and our roles as leaders and partners in this important community, I keep coming back to one unavoidable conclusion: Rather than focusing exclusively on the negativity that seems so prevalent in today’s world, we need to sharpen our focus on the opportunities at hand.

I've worked in higher ed for more than 30 years. During that time, I’ve had the pleasure of serving in a variety of roles including on-campus enrollment jobs as well as executive-level roles at education consulting and technology companies. Those experiences have taught me, time and time again, that it is our people and the technology we use that get us through these difficult times. We’re fortunate that our industry is very relational in nature and full of experts who are willing to collaborate to help students achieve their dreams. Now is the time to lean into those relationships as we work to sustain mutual success.

Enrollment offices like yours across the country are now managing through one of the most complex periods higher education has seen in years. From budget constraints and policy uncertainty to evolving student pipelines and staff turnover, the pressures are real—and they’re not going away anytime soon.

You and your team are navigating a time of high expectations, long days, stressful decisions, and growing operational demands. While it may be tempting to wait for conditions to improve, this is actually an ideal time to take practical, strategic steps that will strengthen your ability to serve your students, support your colleagues, and advance your mission.

Enrollment pressure and budget challenges are likely at the top of nearly every conversation you have these days, and you're being asked to do more with less. That’s why our focus remains on delivering tools and services that drive measurable growth and real efficiency. Whether your top priorities include centralizing application processing, streamlining outreach, or improving admissions operations, there are proven ways to begin reducing friction and improving outcomes right now—without adding complexity to your day-to-day life.

At the same time, the uncertainty around everything from federal financial aid to demographic shifts and the rapidly evolving regulatory landscape also require your ability to access deep higher ed expertise and reliable infrastructure. With platforms and services that make it possible to respond quickly, communicate clearly, and keep students engaged with your institution, you can face new and emerging challenges with the confidence and clarity that might otherwise be in short supply.

For example, international and graduate enrollment is challenging on nearly every campus right now, but there are steps you can take to stabilize and strengthen the foundation you have already established. By focusing on proven recruitment and retention strategies and identifying unnecessary barriers in your current processes, you'll be better equipped to support the success of enrolled students and potential applicants alike.

Of course, turnover among leadership and staff remains a constant challenge as well. As you know, when key decision-makers are in flux, momentum slows, delaying progress on important initiatives. Because we offer a unique range of services and insights that provide immediate, flexible support, your enrollment goals don’t have to wait for stability at the top. The right technology delivers consistency over time and can help you achieve goals that can't be ignored until leadership voids have been filled.

This post isn’t meant to solve everything—but I hope it can serve as a starting point for your own internal conversations. Where are you seeing friction? Where could better tools or outside support make a difference? And how can you help your team stay focused on what matters most—serving students?

So please remember: When you need support with practical solutions, expert guidance, and a commitment to partnership, keep us in mind. If your team has ideas or feedback, we want to hear them.

Thank you for your commitment to your students, our important industry, and for continuing to promote the value of higher education. Our work is needed now more than ever, so let’s keep working together to find clarity and drive positive change in this moment.