Introduction
What this paper covers
We explore how higher education recruitment has evolved, the pressures it now faces, and the emerging opportunities to reshape strategies. We have reviewed the shifting cultural landscape, and the impact of economic and social changes to build a picture of ‘Brand University’ in 2025.
But knowing the challenge only takes us so far. Competitive advantage is only going to be achieved by organisations who are able to quickly evolve their proposition to meet the rapidly evolving priorities of Gen Z and Gen Alpha.
Based on this comprehensive analysis, we have developed three strategic perspectives that could make a meaningful difference in attracting and engaging prospective students.
By reading this paper, you will gain a clearer understanding of:
Why traditional student recruitment models are struggling
The changing attitudes of prospective students and their influencers
How a new approach – grounded in behavioural insights and authenticity – can help your institution stand out
Why listen to
