Should Universities Dismantle or Adapt Recruitment Teams?

Universities face a critical challenge when expanding into niche programs: should they create specialized recruitment teams or adapt existing ones? This post explores the pros and cons of both approaches, emphasizing the importance of balancing personalization with operational efficiency to deliver a seamless and engaging student onboarding experience.As I navigated my options for higher education, the decision-making process became surprisingly straightforward—thanks to the vastly different experiences I had with the same university.

I requested information for two programs: an MBA and a Master's in Cybersecurity. The MBA recruitment process was polished, efficient, and engaging. I received prompt, structured replies, follow-up emails, and a curated experience that made it clear they wanted me to succeed in my application.

In stark contrast, my interaction with the Cybersecurity team was disappointing. Their initial response was delayed, poorly written, and disorganized. Follow-up conversations lacked continuity, with each new person starting from scratch. Despite the program's glowing reputation, the uncoordinated recruitment experience made me question the program’s management and discouraged me from pursuing it further.

How can the same institution offer such vastly different onboarding experiences?

Solutions for Optimizing University Recruitment

As universities expand their portfolios with niche programs, they face a critical dilemma:

1. Should they create specialized recruitment teams to tailor approaches to new audiences?
2. Or should they adapt existing teams and processes for efficiency and consistency?

Empathizing with EDU's experience, it’s clear that the onboarding process significantly influences a student’s perception of a program. Here are three paths universities can consider:

1. Build Specialized Recruitment Teams

Establishing dedicated teams for niche programs like Cybersecurity enables personalization and audience-specific strategies. An MBA lead is vastly different from a Cybersecurity candidate. Tailored messaging, application processes, and engagement strategies can better resonate with prospective students’ unique motivations.

However, this approach comes with challenges. New teams must integrate smoothly into existing processes to avoid inefficiencies. Universities should provide robust training and resources to maintain operational standards without sacrificing personalization.

2. Adapt the Existing Team and Processes

Keeping the recruitment team united offers efficiency and minimizes disruption. Universities can maintain a cohesive structure by refining messaging and making slight adjustments while addressing program-specific needs.

However, surface-level adaptations may fall short. Candidates for technical programs like Cybersecurity need opportunities to showcase technical certifications, and interviews must reflect their expertise. Without deep process changes, the personalization effort may come across as superficial.

3. Combine Efficiency with Personalization

Universities don’t have to choose between these approaches. Institutions can build a hybrid model by leveraging data, technology, and staff development. For instance, introducing CRM systems with program-specific templates, AI-driven follow-up tools, and tailored application pathways can bridge the gap between efficiency and personalization.

A motivated, detail-oriented recruitment team that embraces innovation can ensure all prospective students feel valued, regardless of the program.

... And The Winner Is...

Eduardo ultimately chose the MBA program because the recruitment experience gave him confidence in its structure and support. Cybersecurity remains his passion, but he’ll explore it later when he finds a program that feels as reassuring as it is exciting.

If your university faces challenges in recruitment and admissions, explore eduALTO’s Services or connect with us for an initial conversation to optimize your processes and elevate student engagement.