When Candidates Go “Offline”: Understanding Their Research Process

Overwhelmed by generic admissions communications, candidates like Eduardo bypass traditional recruitment channels and turn to alumni, faculty, and industry news to evaluate universities. Learn how admissions teams can adapt to this shift by offering personalized, meaningful engagement that aligns with candidates' expectations.

In every MBA interview, I was asked the same question: “How did you hear about us?” It seemed to stem from genuine curiosity about my journey—especially since I wasn’t a typical candidate on their radar. As one interviewer remarked, I “came out of the blue.”

This wasn’t a coincidence. I deliberately stepped away from the flood of information provided by universities. Instead of relying on popular rankings or promotional materials, I sought institutions that aligned with my career aspirations. I reached out directly to admissions teams to gather more tailored information, but the results were disappointing. Most responses felt impersonal and irrelevant—generic newsletters that failed to address my specific interests or questions.

Frustrated, I decided to go “offline” for my research. I reached out to alumni, connected with faculty, and explored industry-relevant news to evaluate how each university presented itself to the world. This process gave me the clarity I needed—but it also made me wonder: do universities understand the value of connecting with candidates on a personal level?

What Universities Can Learn from Candidates Going “Offline”

1. Leverage Alumni as Brand Ambassadors

When candidates bypass admissions teams, they often turn to alumni for unfiltered insights into university culture, faculty, and outcomes. Alumni are trusted resources, offering perspectives grounded in experience.

How to Adapt:

• Build an active alumni engagement program encouraging alumni to connect with prospective students.
• Facilitate easy access to alumni contacts through LinkedIn groups or virtual Q&A sessions.
• Train alumni ambassadors to share their stories authentically while highlighting the program's strengths.

2. Highlight Faculty Contributions Beyond the Classroom

For candidates like Eduardo, faculty expertise is a key indicator of a university’s relevance. They value institutions where cutting-edge research directly informs classroom learning.

How to Adapt:

• Make faculty research accessible through webinars, videos, or white papers tailored to prospective students.
• Encourage faculty members to engage with candidates through personalized emails or open forums.
• Showcase how research impacts the student experience and career outcomes, emphasizing its practical relevance.

3. Strengthen Your Industry Reputation

Candidates are increasingly looking for universities with strong ties to their chosen industry. This can include partnerships, research collaborations, or mentions in industry-specific news outlets.

How to Adapt:

• Highlight industry partnerships and success stories prominently on your website and in communications.
• Share external news features and achievements to build credibility with candidates.
• Regularly update candidates on how the university stays connected to evolving industry trends.

4. Personalize Admissions Communications

Eduardo’s experience highlights a key frustration: generic admissions emails. Candidates value tailored communications that address their specific interests and aspirations.

How to Adapt:

• Use data from inquiries to segment candidates and send targeted communications.
• Personalize emails with content that reflects a candidate’s career goals, program interests, or questions.
• Limit newsletters and prioritize meaningful, one-on-one interactions through phone calls or virtual meetings.

5. Equip Candidates to Answer “How Did You Hear About Us?”

For candidates like Eduardo, their answer to this common question reflects their independent research. Universities can support candidates by offering tools and resources that enhance their ability to explore the institution.

How to Adapt:

• Develop content specifically for candidates conducting independent research, such as guides on alumni networking or faculty outreach.
• Offer workshops or resources on how to evaluate programs based on career goals.
• Position the admissions team as a helpful partner in their research journey, not just a source of promotional materials.

The Art of Redefinition

Candidates like Eduardo aren’t disappearing—they’re redefining how they interact with universities. They seek authenticity and alignment with their goals by prioritizing alumni, faculty, and industry relevance in their research. Universities that embrace this shift can position themselves as thoughtful, student-centered institutions capable of meeting the expectations of today’s discerning candidates.

Want to learn how to optimize your admissions approach? Explore our Admissions Services or contact us for an initial conversation about modern candidates.\

About this blog:

EDU—short for Eduardo—is not just any student; he’s your lead, candidate, student, and alumni. He’s here to help you see things from his perspective—what excites him, what concerns him, and what truly matters in his journey.

On this blog, EDU asks the questions every prospective student is thinking about. Do you have the answers? If not, don’t worry—we’re here to find them together!

So, dive into EDU’s stories, gain fresh insights, and explore what truly resonates with students today. Want to stay updated? Subscribe now and get the latest stories delivered straight to your inbox!