Blog

From Community College Enrollment to Engagement: How to Personalize the Journey for Every Student

Liaison
Nov 5, 2024

Key Takeaways:

  • Community colleges need to adopt student-centered enrollment and recruitment strategies to meet the expectations of modern students and improve retention.
  • Personalization in communication and support, starting from the first interaction, helps students feel understood and supported, fostering a stronger sense of belonging.
  • Partnerships with local organizations and the use of data-driven insights allow colleges to align resources with students’ specific needs, creating a supportive environment for diverse learners.
  • Technology, including CRMs and AI, plays a crucial role in providing real-time support and predictive insights, enabling colleges to anticipate and address student needs effectively.
  • Tracking metrics like conversion rates, retention, and service utilization helps refine community college enrollment and recruitment strategies to ensure a student-centered experience.

The higher education landscape is changing rapidly, particularly for community colleges. As institutions that have long served diverse and often underserved populations, community colleges face new difficulties brought on by shifting demographics, increasing competition, and evolving student expectations. Prospective students come to higher education with a consumer mindset shaped by the personalized and seamless digital interactions they encounter in many aspects of their daily lives. From one-click purchases to tailored recommendations, their expectations for educational institutions are no different—they want an experience that is responsive to their individual needs.

This requires rethinking community college enrollment strategies to better align them with the expectations of prospective students. Traditional models that focus solely on administrative priorities no longer suffice. Instead, institutions must adopt student-centered community college recruitment strategies that place the student experience at the core. This shift is crucial not only for standing out in a crowded field, but also for ensuring student retention in community colleges. By creating a supportive and engaging environment from the first point of contact, institutions can foster a positive, supportive community college experience for all students.

Why Centering the Student Experience is Crucial

When students approach an institution, they do so with personal aspirations and challenges that shape their decision making. Whether they are looking to complete a degree or certificate, transfer to a four-year institution, or gain specific skills for career advancement, students want to feel understood. Community colleges that fail to meet these expectations may be perceived as disconnected or unresponsive, which can push students toward more engaging alternatives, such as four-year institutions or online training offerings. By contrast, institutions that prioritize the community college experience through personalized recruitment and communication can create a sense of belonging, which improves both satisfaction and student retention in community colleges.

The idea of centering the student experience is not just about customer service; it’s about aligning institutional practices with the evolving needs of modern students. Today’s prospective students expect colleges to quickly learn who they are, understand their goals, and proactively provide information on relevant offerings. Whether it’s guidance on financial aid, information on career pathways, or access to mental health resources, prospective students expect to be given information on whatever is a key factor for them. This level of personalization signals that the institution values the student’s journey and is prepared to support them at every stage. If a community college cannot offer this, students are likely to see the institution as rigid and outdated.

Beyond recruitment, focusing on the student experience positively impacts retention and long-term success. When students feel that their needs are recognized and prioritized, they are more likely to remain engaged with the institution. They have fewer frustrations and are empowered to focus on achieving their educational goals. This is especially important for community colleges, where students often balance multiple responsibilities—such as jobs and personal obligations—alongside their education. Nearly two-thirds of students enrolled at these institutions are also first-generation students, who typically lack the guidance and support that more traditional students might receive. Without a road map, they face unique challenges in navigating academic requirements and accessing resources that could improve their chances of success. By meeting students where they are, both practically and emotionally, colleges can build a foundation for student achievement.

Effective Strategies for Centering the Student Experience

Community colleges have a unique opportunity to create an inclusive and personalized experience for their diverse student populations. To do so, they must go beyond traditional methods and employ innovative community college recruitment strategies that proactively identify student needs. Here are several proven tactics that can help institutions better align their services and academic opportunities with student goals, leading to higher engagement, retention, and overall success:

1. Utilize data-driven insights to understand student needs.

To create a student-centered environment, institutions must first understand who their students are and what they need. This requires gathering and analyzing data at every stage of the student journey, from first interaction to application to enrollment. Surveys, focus groups, and data from recruitment systems can provide valuable insights into the difficulties students face during the community college enrollment process, such as financial concerns, academic preparedness, or family responsibilities. By leveraging these insights, colleges can make informed decisions about the types of support to offer and how best to communicate with each individual prospective student.

For example, surveying incoming students about their potential barriers—such as whether they need childcare, transportation assistance, food stability, or access to online learning—can help colleges tailor their resources to meet those needs. Without this data-driven approach, institutions may miss critical opportunities to remove obstacles that prevent students from enrolling or persisting in their studies.

2. Create strong community partnerships.

Community colleges, by definition, are inherently tied to their local communities, and this relationship can be leveraged to enhance the student experience. One of the most effective ways to support students is by partnering with local industries, organizations, and social services providers. These partnerships can offer students resources for fundamental needs, real-world work experience, internships, and connections that align directly with their educational and career ambitions.

For instance, if a community college is located in a region with a strong healthcare sector, it can create a pipeline for students pursuing healthcare degrees by working closely with local hospitals or clinics. Including these partnerships in early communications with prospective students builds confidence for the student that they will be able to reach their goals and utilize their new skills locally, creating a sense of purpose and motivation. It also gives the institution insights into new types of courses it may want to introduce to help feed that pipeline.

While showing students the potential of future careers is critical, by partnering with local social service agencies, community colleges can also meet the immediate needs of their students. These partnerships ensure students are aware of critical resources available to them that will allow them to direct more attention to their academic journey and enable them to successfully reach their goals.

3. Personalize communication and services early in the process.

Personalization starts at the very first point of contact. By utilizing customer relationship management (CRM) systems, community colleges can create individualized communication strategies that address the specific needs of prospective students. Early engagement through targeted messaging is critical. When colleges send out generic communications, they risk alienating students who may feel their unique concerns aren’t being addressed. This leads to a feeling that it’s about the institution and not about them as individuals.

A more effective approach is to use CRM tools to segment students based on their needs and interests. For example, a working parent may be more interested in flexible class schedules and access to childcare, while a traditional student might be focused on transfer pathways to a four-year institution and enjoying college experiences outside of the classroom. By tailoring outreach initiatives to each student’s concerns, colleges can ensure that their target audiences feel understood, thereby improving community college enrollment trends.

4. Maintain continuous support throughout the enrollment journey.

Students often face a range of roadblocks during enrollment that can cause frustration or even prevent them from completing their enrollment. To center the student experience, colleges should provide continuous assistance so that students don’t encounter unnecessary obstacles.

Many community colleges must operate with limited resources, so it’s essential to balance support strategies with practical solutions. One effective approach could be to establish a streamlined team or office that assists students through every step, from financial aid forms to course registration and academic advising. While establishing a dedicated office may stretch existing resources, even smaller steps—such as regular touchpoints and targeted support—can prevent students from feeling lost or discouraged. By catching potential issues early, these proactive efforts help ensure students stay on track without escalating into larger challenges that require more intervention.

5. Leverage AI for real-time support and personalization.

Modern technology offers tools that can streamline the student experience without straining college resources. For instance, AI-driven chatbots and live support systems can answer common questions, guide students through processes such as financial aid applications, and provide immediate assistance outside regular business hours—all without requiring additional staff. These tools can greatly reduce student frustration, especially for students who may be juggling multiple responsibilities and have limited time during standard office hours.

Community colleges can also automate personalization with AI, so each student receives the right message at the right time. Whether a student requires information about financial aid, academic assistance, or flexible scheduling, AI can ensure that the communication reflects their specific situation. This type of real-time, tailored support not only enhances the student experience, but also helps colleges manage resources more effectively.

Addressing Common Student Concerns Early

Many prospective students find the community college enrollment process fraught with uncertainties and anxieties. For students planning to transfer to a university, key concerns typically revolve around how their credits will transfer, what the cost savings might be, and how to make a smooth transition to the next phase of their education. On the other hand, adult learners—many of whom balance work, family, and academic responsibilities—often worry about scheduling flexibility, childcare availability, and how to manage their time while pursuing an education.

It is important to remember the context these students are coming from. Recent high school graduates have spent 12 years in a structured environment, with guidance counselors providing schedules, no need to navigate financial aid, and textbooks and technology handed to them on the first day of class. In contrast, adult students may remember similar experiences from their past but face the added challenge of having been out of the classroom for years, which can heighten their anxiety about returning to formal education. Overall, every student brings a unique set of experiences, each with the potential to create hesitation about taking the next step in their educational journey.

Some community college students also face overarching challenges such as access to reliable transportation, internet connectivity for online classes, and balancing work with school. These concerns, if not addressed early, can significantly impact community college enrollment trends. Colleges that fail to recognize and respond to these issues early risk losing prospective students before they even complete the enrollment process.

Addressing these concerns starts with personalized communication that resonates with students’ specific needs. Instead of bombarding all students with general information, for example, colleges can use data-driven insights from CRM systems and AI tools to identify individual demands. A student who has inquired about financial aid but hasn’t applied yet might benefit from tailored messaging around available grants, scholarships, or payment plans, easing their worry about the cost of education.

Similarly, adult learners with children might be motivated to enroll after receiving early communication about the availability of on-campus childcare or partnerships with local childcare providers. By sharing this information up front, community colleges can reduce the friction that often discourages these students from pursuing further education.

Schools can also spur enrollment by proactively offering resources tailored to students’ specific situations. For instance, technology plays a key role in addressing issues such as transportation and internet access. Colleges can offer solutions ranging from providing subsidized transportation options to giving mobile hotspots to students who lack reliable internet access at home. Early communication about these resources not only helps solve practical problems, but also sends a message to prospective students that the college understands and is ready to meet their unique needs.

In addition to financial aid and logistical support, mental health services have become an increasingly important part of the student experience. By proactively highlighting mental health resources—such as dedicated counseling staff or stress management workshops—colleges can show students that they are committed to their holistic well-being, further reducing anxieties and improving the likelihood of successful enrollment.

Addressing common student concerns early is crucial for removing obstacles and creating a positive first impression. However, to truly aid students throughout their educational journey, colleges must go beyond addressing immediate needs and focus on understanding the deeper motivations and goals that drive each student’s decision to enroll.

Understanding Student Goals

Students enroll in community college for different reasons. By identifying students’ goals early, community colleges can align their academic programs and support services to meet individual needs, leading to higher satisfaction, retention, and long-term success.

The first step in understanding student goals is to engage students in meaningful interactions during the recruitment and enrollment process. Strategically asking a few key questions during the inquiry or application stages can reveal valuable insights into what students hope to achieve. Community colleges are uniquely positioned to offer flexible and diverse programs that can cater to a wide range of student goals. By aligning these objectives with academic opportunities, colleges can ensure that students feel supported in their educational journey. For example, students looking to enter the workforce quickly might be more interested in certificate programs or associate degrees that provide practical, hands-on experience in high-demand industries. On the other hand, students planning to continue their education beyond community college will likely want to know which credits are transferrable and what partnerships exist with local or online four-year institutions.

Effective communication plays a key role in making sure students are aware of the opportunities and resources available to them, such as financial aid, career counseling, or flexible scheduling options. Community colleges can use CRM systems to send targeted messages based on each student’s expressed goals. Tailored communication can ease concerns and help students picture a clear path from where they are to where they want to be.

Determining whether these goals are being met is essential for improving community college recruitment strategies and retention efforts. Community colleges should track various metrics to see if their strategies for aligning goals with opportunities are effective. For example, metrics about goals stated during a student’s enrollment period can help determine if the institution is meeting that student’s needs. If a student changes their goal throughout their time enrolled, it is critical to gather feedback on their new goal and what caused the change.

Surveys and regular feedback from students can also help colleges gauge the effectiveness of their goal-alignment strategies. For instance, asking students whether they feel supported in achieving their objectives or know about available resources can provide valuable insights for improving services. Analyzing data from CRM systems can also reveal patterns in student inquiries, enrollment behaviors, goal changes, and program choices, allowing colleges to continuously refine their approach.

Measuring Success: Metrics for Student-Centered Community College Enrollment

Community colleges must analyze key performance metrics that indicate whether their efforts are meeting student needs. Metrics help colleges refine their approaches while providing valuable insights into what’s working and where improvements are necessary. Here are some essential areas to track:

1. Application-to-enrollment conversion rate.

One of the most critical metrics is the conversion rate of students who move from application to enrollment. By tracking this data, colleges can determine how effective their recruitment and enrollment procedures are at guiding students through each step. A low conversion rate may indicate barriers in the enrollment process, lack of follow up, or communication issues that necessitate addressing.

2. Retention and persistence rates.

It is important to measure how many students continue their education each term and how many reach their stated goals. These metrics are particularly important for assessing the long-term success of student-centered initiatives. If students feel that their needs are being met, they are more likely to stay enrolled and reach their goals.

3. Student satisfaction surveys.

Gathering direct feedback from students through surveys is a valuable way to measure how well colleges are addressing student concerns and goals. Surveys can provide insights into whether students feel supported throughout the enrollment process, whether they know how to access available resources, and how satisfied they are with their overall experience.

4. Support service utilization.

Tracking the use of support services—such as tutoring and writing centers, financial aid advising, childcare services, food pantries, mental health counseling, and academic advising—can reveal how well colleges are communicating the availability of these resources. High utilization rates indicate that students are aware of and benefiting from the aid provided.

By consistently monitoring these metrics and making adjustments based on the data, community colleges can continue to improve the student-centered approach to recruitment and enrollment.

How Liaison Empowers Community Colleges to Center the Student Experience

Creating a seamless, personalized experience for prospective students is a complex challenge, but community colleges don’t have to do it alone. Liaison offers powerful tools, including the Outcomes CRM and Othot AI-driven modeling platforms, that help institutions centralize their data, predict student needs, and engage students with individualized communication throughout the recruitment and enrollment process.

With Outcomes, community colleges can streamline their operations so that all data—from inquiry to goal attainment—lives in one place. This enables institutions to move beyond fragmented systems and manual methods, helping staff focus on delivering personalized support that meets each student’s unique needs. Whether that involves automating outreach based on student behaviors or tracking important milestones such as application submissions and financial aid inquiries, Outcomes gives colleges the flexibility to deliver targeted, meaningful communication at the right time.

Capturing and organizing data is only part of the equation. Othot takes personalization to the next level by analyzing student information to provide predictive and prescriptive insights. This lets community colleges anticipate student needs, identify at-risk individuals, and tailor interventions accordingly. For example, Othot can reveal which students would be most likely to benefit from a campus visit or financial aid support, allowing institutions to allocate resources where they’ll have the greatest impact.

By leveraging AI-driven technology and CRM systems like those provided by Liaison, community colleges can break down barriers to enrollment, address students’ concerns early, and personalize the student experience. Learn more about Liaison’s CRM solutions on our website today.


About the Author

Jeremy Schaeffer is an experienced higher education professional with a strong background in community college admissions, recruitment. Holding an associate’s degree from Lake Michigan College, bachelor’s from Central Michigan University, and a master’s degree from Concordia University Chicago, Jeremy is passionate about helping individuals grow and develop. He leverages his expertise to provide impactful solutions and drive organizational success.

Liaison

You may also enjoy

Over the last three decades, Liaison has helped over 40,000 programs on more than 1,200 campuses more effectively manage admissions through its Centralized Application Service (CAS™) technology and complementary application processing and support services. The higher education technology leader supports its partner institutions’ total enrollment goals by pairing CAS with its Enrollment Marketing (EM) platform as well as the recently acquired TargetX (CRM) and advanced analytics software Othot.