Balancing Technology and Connection in College Recruitment

Let’s be real: college planning is not the only thing on your prospective students’ minds. They’re juggling school, jobs, relationships, social media, and, you know, just trying to figure out life. So, when we talk about AI in college planning, it’s crucial to remember that it’s just one piece of a much larger puzzle.

At RNL, we’re constantly looking at the trends shaping higher education, and AI is definitely a big one. But here’s the thing: it’s not a one-size-fits-all solution. To truly connect with students, you need to understand how they’re using (or not using) these tools, and meet them where they are.

It’s all about personas

Our latest research dives deep into student attitudes toward AI in college planning, and the results are fascinating. We’ve identified four key “AI Adoption Personas” that can help you tailor your outreach and messaging:

Pioneers (early adopters, enthusiastic users): These digital natives are all-in on AI, using it for everything from college research to essay writing.

• Key takeaway: Pioneers are already on board but value human guidance. 76% would feel more comfortable if a school advisor explained the benefits and risks of AI.

Aspirers (interested but cautious adopters): Aspirers see the potential of AI but need a little nudge.

• Key takeaway: Show them the value! 51% are motivated by easy access to free AI tools, and 41% want to see success stories from other students.

Fence Sitters (uncertain, passive users): These students are on the fence about AI, often lacking confidence in their current college planning approach. Y

• Key takeaway: Don’t overwhelm them. 40% haven’t even used online college planning tools! Focus on highlighting the potential of AI and offering advisor support.

Resistors (skeptical, avoid AI in college planning): Resistors are the most reluctant to embrace AI, preferring traditional methods like guidance counselors and college websites.

• Key takeaway: Respect their preferences, but don’t write them off entirely. 48% would feel more comfortable with an advisor explaining AI, even if they’re not ready to use it themselves.

Beyond the bots: human connection still matters

No matter which persona your students fall into, one thing is clear: human connection still matters. While AI can provide valuable information and streamline certain tasks, it can’t replace the empathy, guidance, and personalized support students crave.

Think about it: choosing a college is a huge life decision, and students want to feel understood and supported throughout the process.

Our research shows that students use a variety of resources for college planning, and these often involve human interaction:

• College websites (often reviewed with parents or counselors)

• Parents/family (a trusted source of advice and support)

• Social media (connecting with current students and alumni)

• Guidance counselors (providing expert advice and personalized recommendations)

• Friends/peers (sharing experiences and offering encouragement)

• Books/online articles (supplementing their knowledge and exploring different options)

AI is just one tool in their toolbox. It’s a powerful tool, no doubt, but it works best when it complements these other resources, rather than replacing them.

What does this mean for you?

It means your staff—admissions counselors, enrollment specialists, and marketing team—are more important than ever. They are the human face of your institution, who can build relationships with prospective students, answer their questions, and alleviate their anxieties.

The good news is that institutions already know this. Our 2025 Marketing Practices For Undergraduate Students Report confirms that “human-based” enrollment strategies are consistently rated highly effective, often more effective than just two years ago.

For example, the report shows that:

• In-person meetings remain a top strategy across all institution types (4-year private, 4-year public, and 2-year), with effectiveness ratings consistently at or near 100%.

• Personalized videos sent directly to students have seen a significant rise in effectiveness, particularly for 4-year institutions.

• Even with the rise of digital tools, strategies like SMS, social media, and email communications remain foundational and highly effective, largely because they enable personalized, one-on-one communication.

These findings underscore that in an increasingly digital world, the human touch truly sets institutions apart.

Here are a few ways to bring that human touch to your college planning efforts:

• Invest in training for your staff. Ensure they understand AI’s benefits and limitations, and how to integrate it ethically and effectively into their work.

• Encourage personalized communication. Don’t rely solely on automated emails and chatbots. Encourage your staff to contact students individually, offering tailored advice and support.

• Create opportunities for connection. Host virtual or in-person events where students meet current students, faculty, and staff.

• Highlight the human stories. Share stories of successful alumni, dedicated faculty, and supportive staff. Show prospective students what makes your institution unique.

Ultimately, success in today’s ever-evolving higher education landscape hinges on a delicate balance: embracing the power of technology like AI while never losing sight of the fundamental importance of human connection.

By deeply understanding your students – their individual needs, their preferred college planning resources, and their unique “AI Adoption Persona” – and leveraging data to personalize their experience, you can create an effective and genuinely human recruitment and enrollment strategy.

It’s about blending the efficiency of AI with the empathy and guidance that only your dedicated staff can provide, ensuring that every student feels seen, supported, and confident in their college journey.

Ready to dive deeper?

Do you want to learn more about AI in college planning and how to connect with today’s students?

• Join us at the RNL National Conference! You’ll hear from leading experts, network with colleagues, and gain valuable insights to help you succeed.
• And don’t forget to download our free reports, “AI in College Planning” and “2025 Marketing and Recruitment Practices for Undergraduate Students,” for a comprehensive look at the latest trends and data.