The field of graduate enrollment management (GEM) is more complex than ever. Shifting market trends, institutional priorities, and external factors such as changing demographics and regulatory changes demand that enrollment leaders develop practical, effective strategies to communicate effectively to all of their stakeholders throughout the hierarchy of the institution.

Effective upward communication—the ability to convey complex information to senior leaders in a way that is tailored to their preferences, needs, and expectations—is a critical skill for GEM leaders. Ensuring that decision-makers understand the nuances of enrollment trends and institutional challenges can drive better strategies, secure necessary resources, and ultimately improve student outcomes.

In the most recent session of the GEM Horizons webinar series—GEM Horizons: The Persuasive Art of Upward Communication—hosted jointly by Liaison and NAGAP, three GEM professionals shared their insights into mastering upward communication. Here are some of the highlights of their conversation:

Tailor Your Communication to Your Audience

Not all institutional stakeholders engage with information in the same way. Some prefer detailed data analysis, while others want only high-level takeaways. Understanding how your audience processes information allows you to present your message in a way that resonates. By adapting your communication style to meet the needs of different stakeholders, you increase the chances of your message being heard and acted upon across campus.

"I have worked with folks that really liked to get in the weeds and we would spend some time doing line-by-line Excel stuff... And then I've also worked with people that are like, give me the high level. What are the big punching points?" – Sabrina Brown | Director of Graduate Recruitment, UNC Charlotte

Build Trust Through Relationships

Trust is the foundation of effective communication. When graduate admissions leaders foster relationships with senior administrators, they create an environment where open and honest dialogue can thrive. This involves transparency, vulnerability, and a shared commitment to institutional success as well as student success. When senior leaders trust the information you provide, they are more likely to advocate for the resources and policies that will support enrollment goals.

"We sink or swim together as a team." – Keith Ramsdell | Vice President for Enrollment Management and Marketing, Ashland University

Provide Context for Complex Information

GEM professionals often have deep expertise in enrollment trends, marketing strategies, and student behavior, but senior leaders may not share this level of familiarity. Providing context ensures that your audience understands not only the data, but also its significance. By framing data within a larger narrative, you help decision-makers see the connections between enrollment trends and institutional strategy.

"You must provide that broader picture... I'll give practical examples in board meetings where someone will ask a question and they need that broader scope." – Keith Ramsdell | Vice President for Enrollment Management and Marketing, Ashland University

Frame Data with Potential Solutions

Senior leaders are looking for actionable insights, not just raw data. Presenting challenges alongside potential solutions makes your communication more valuable and increases the likelihood of institutional action. This forward-thinking approach demonstrates leadership and positions you as a problem-solver within the institution.

"So not just giving data, but also trying to maybe give solutions, or perspectives on how to move forward." – Sabrina Brown | Director of Graduate Recruitment, UNC Charlotte

Align Communication with Institutional Priorities

Every higher education institution has strategic goals that guide decision making. Understanding these priorities and framing your communication within that context ensures that your message is relevant and impactful. By aligning your messaging with the broader institutional mission, you increase the likelihood that your insights will be taken seriously.

"It is only going to serve you to know what those priorities are...It's only going to help you be a better professional and really have your voice heard with the audience that truly needs to hear it." – Ryan Taughrin | Assistant Dean for Enrollment Management, Graduate School of Education, University at Buffalo

Upward communication is clearly a critical skill for GEM leaders. By understanding their audience, building trust, providing context, framing data with solutions, and aligning with institutional priorities, enrollment professionals can ensure that their voices are heard and their insights are valued.

Effective upward communication not only enhances individual success but also contributes to the overall growth and development of the institution. If you want to drive meaningful change and support effective strategic responses for your school, mastering these strategies is critical to your success.

Ready to learn more? Watch the on-demand version of GEM Horizons: The Persuasive Art of Upward Communication today.