The Evolution of Student Recruitment: Meeting Gen Z Where They Are With Omnichannel Search

Student recruitment is no longer a one-size-fits-all process. Institutions must now navigate the complex digital habits of Generation Z—students who live in a world where social media, search engines, and mobile devices dominate how they research colleges. Gone are the days of relying on single-channel outreach like email. Instead, success lies in leveraging a cohesive omnichannel search strategy that meets prospective students where they are and delivers personalized, impactful messaging.

Liaison Search empowers institutions to implement omnichannel strategies by combining search engine optimization (SEO), search engine marketing (SEM), paid social, email, and print to create a seamless experience for prospective students. By adopting integrated, data-driven outreach plans, institutions can establish deeper connections with today’s students.

Today’s students expect instant, personalized communication that mirrors their experiences with platforms like Netflix and Amazon. They’re not just passive recipients of marketing—they actively seek information about colleges, often before institutions are aware they’re being considered.

Today, institutions don’t recruit students based on how well students know the school. Instead, success hinges on how well students feel the school knows them. Gen Z expects institutions to understand their unique interests and deliver tailored messaging. This requires a shift from outbound marketing (such as emails and brochures) to inbound strategies like engaging social media content and optimized search engine visibility.

Schools must also be prepared for students who research them online. A polished website, a well-maintained social media presence, and SEO strategies that make the institution discoverable are now essential components of recruitment. Without these, schools risk losing students to competitors with stronger digital footprints.

At its core, an omnichannel strategy ensures that messaging is consistent, engaging, and accessible across multiple platforms. Liaison Search facilitates this integration, helping institutions coordinate efforts across channels, including SEO, SEM, paid social, email, and print. Each channel plays a distinct role in engaging students, and their combined power delivers results.

• SEO and SEM | These tools help institutions remain visible when students search for programs or colleges online. With the majority of students beginning their search via Google, appearing on the first page of search results is critical.
• Paid Social | Gen Z spends significant time on platforms like Instagram, TikTok, and Snapchat, making paid social one of the most crucial strategies for increasing student enrollment. Liaison’s targeted ad strategies ensure students see relevant, engaging content tailored to their interests.
• Email and SMS | Though email engagement has declined in recent years, it still serves as an effective touchpoint, especially when paired with other channels. However, with an estimated 361 billion emails sent and received every day, relying solely on email limits your ability to connect with the students you want to reach. Success lies in integrating email with other channels to create a more impactful strategy.
• Print | While often overlooked, print remains a valuable tool for brand reinforcement. It complements digital efforts, increasing the effectiveness of follow-up communications.

By connecting these channels through data and cohesive messaging, Liaison helps institutions send consistent, impactful communication that guides students through their decision-making process.

Institutions using Liaison’s omnichannel approach have seen measurable success in engaging students. For example, one engineering school effectively utilized every available channel—from social media ads to personalized emails—to create a cohesive experience across the enrollment funnel. The school’s efforts not only improved engagement but also strengthened its brand presence among prospective students.

Another success involved combining print and digital strategies. A study conducted with Quinnipiac University revealed that email open rates increased by 30% when a print piece was sent eight days prior. Print reinforces digital channels and amplifies the overall impact of the campaign. This underscores the importance of using multiple touchpoints to engage students effectively.

The power of an omnichannel approach lies in its ability to provide students with a personalized experience at every touchpoint. Personalized communication is essential—students are more likely to consider a college if the recruitment materials speak directly to their academic interests and career aspirations. Liaison Search excels in this area by using data to tailor messaging to individual preferences. From creating targeted social media ads to designing personalized print materials, Liaison helps institutions deliver the right message to the right student at the right time.

In addition to enhanced personalization, consistency across channels also strengthens the institution’s brand. Liaison achieves this by assigning dedicated copywriters and designers to each institution so that all campaigns align with the school’s voice, style, and objectives. This partnership extends to working closely with the institution’s marketing department, maintaining a unified approach that resonates with students.

As the preferences of Gen Z evolve, so must the strategies of higher education institutions. Omnichannel personalization is no longer optional—it’s essential for meeting students’ expectations and driving enrollment success.

Liaison Search offers the tools and expertise to implement seamless, data-driven strategies that engage students across platforms. By combining SEO, SEM, paid social, email, and print into a cohesive plan, institutions can build meaningful connections with prospective students and stay ahead in the competitive recruitment landscape.

Are you ready to transform your recruitment strategy? Partner with Liaison to unlock the power of omnichannel search and drive meaningful results.