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The new RNL report, “Online Program Marketing and Recruitment Practices: How Online Programs Are Leveraging AI, Communications Planning, ROI, and More to Maximize Yield,” is a must-read for anyone working in online program marketing and recruiting. With the significant focus that the report gives to AI usage and planning, we sat down with Rebecca Jenkins, director of product marketing at RNL, to discuss some of the most interesting things that the report surfaced about current usage of and attitudes about AI. Rebecca has a unique perspective as someone with a deep background as an institutional marketing leader. We asked her four questions:
Q: Was there any finding that stood out among all the others in terms of AI in higher education?
A: One thing that was surprising in the study is how many people are planning to or currently use AI for online marketing and recruiting. This doesn’t just extend to the people who are in the trenches and are trying to figure out how to get all the work done and still engage with students at the same time. This also extends up through senior leadership.
The study showed that nearly half of senior leadership or cabinet-level individuals are receptive to implementing AI solutions, and nearly 90 percent of marketing and recruitment leaders are receptive—with a considerable share being “very receptive.” This strongly indicates that AI enrollment solutions are not just something that some are hoping can be implemented but that they will be implemented.
Conversations about AI are happening all over now, and with these data, enrollment and marketing leaders can be confident in saying that there is a lot of receptivity across the nation in marketing and recruitment operations, as well as among institutional leadership.
Q: How is AI changing how universities do marketing and recruitment for online programs?
A: AI seemed like it exploded overnight for many in enrollment management and marketing. 2024 will be marked as the year when generative AI tools like ChatGPT became commonly used by incredibly diverse audiences. University marketers and enrollment management professionals have invested time in learning to use these tools. They have practiced writing different types of prompts and have used them to help with everything from drafting simple response emails to students to marketing copy to even getting ideas for planning their next visit day. And from talking with counterparts at universities, I do believe there still is a hesitancy to openly discuss and openly use AI tools to get more work done.
There is concern about the notion that “AI will take my job,” and if using generative AI tools is ethical, there is a feeling that they are cheating somehow. What we have seen is the most successful professionals embrace AI as another tool they can use. It is not something to be afraid of, be adversarial or to resist. The report does a really good job of laying out what AI solutions are already in use most often and which are most frequently on the near horizon (for implementation over the next 12 months).
Q: From the student perspective, how is AI changing how students discover, research and choose which online programs to apply to and attend?
A: AI is influencing how students search for colleges and how they interact with universities. Last spring, RNL’s “Online Student Recruitment Report” documented that 70 percent of students used an AI-driven chat bot during their college search process. More than 80 percent of them were at least moderately satisfied with their chat bot experience. This is important to take note of, because chat tools are becoming an expectation from students. They interact with these types of things with increasing frequency, and schools that perhaps still have an older chat bot or schools that haven’t taken that plunge yet to set one up on their website really need to take notice of this.
Selecting an appropriate chat bot is essential for educational institutions. Schools should opt for chat tools that seamlessly integrate with their CRM systems. For instance, when Sally Smith inquires about her application status, the chat bot should recognize her and provide an accurate response. Additionally, the chat tool should be capable of supplying detailed information regarding scholarships, costs and credit hours based on the student’s program inquiries. It is evident that students are comfortable accessing personal information such as financial aid details, admission status and eligible scholarships through a chat bot. Therefore, it is imperative for chat tools to meet these expectations effectively. Over the last year, RNL has put a deep focus on helping institutions in this area, and what we’ve developed has really been revolutionary.
Q: How are online marketers and recruiters leveraging the efficiencies that AI brings to advance their work and their service to students?
A: University marketers and recruiters are excited about the potential of AI to transform their work. They believe AI can help them connect with students in more personalized ways and make outreach more effective. The largest proportion, 54 percent, see AI as a tool to personalize student outreach. In fact, among many question options, all of the options that related to improving the student journey scored well.
Additionally, 32 percent see predictive analytics as a key driver for data-driven decision-making, allowing them to tailor marketing campaigns and better support students. Nearly one-third believe AI can automate time-consuming tasks, freeing up staff to focus on more strategic work. Ultimately, these advancements are expected to lead to happier students and stronger enrollment numbers.
The new study indicates that universities see that AI can make the student experience more personal and efficient. Imagine a future where every interaction, from the first website visit to enrollment, is tailored to the individual student’s needs. AI-powered chat bots can provide instant answers to questions, while personalized email campaigns can nurture leads and keep students engaged. It’s a future that’s closer than you think!
