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For so many students (and parents), searching for a higher education institution has always been stressful.
But today's prospective students are navigating a very different, and arguably much more difficult, landscape: economic and financial uncertainty, mental health strain, and AI's disruption of "traditional" career paths.
For college and university marketers, the answer isn't to shout louder than the next school or to be more proficient at creating the most content in the shortest time.
Efficiency isn't always the sole answer to a problem. Sometimes the best way to affect human behavior is to take a more human approach with your marketing messaging.
We've looked at this before through the lens of trauma-informed marketing and building empathy into your school brand.
Here are 10 ways to show empathy and build real trust with prospective students, switching from purely transactional to genuinely supportive:
1. Acknowledge the stress of the process
Don't gloss over the challenges of the application and admissions process.
Pretending that something is "quick and easy"—especially when reality doesn't back up these claims—comes off as tone-deaf and can alienate applicants. It causes them to feel as though they're doing something wrong and forces them to ask,"Is it me? Am I dumb?"
Instead, fully acknowledge that standardized testing, essay writing, and financial aid forms can be overwhelming.
Help them face these challenges head-on with simple and genuine messaging like:
"We understand that researching and applying to a university is a lot of work and can feel overwhelming. But you're not alone! We're here to help you navigate it every step of the way."
This shifts the focus from an omnipotent judge looking to convert a lead to a trusted partner ready to assist a student under pressure.
2. Address financial anxiety
Tuition is often a huge barrier and source of stress for families. Yet, too much higher-ed marketing skirts the issue with vague phrases like "affordable," "cost-effective," or "inexpensive."
But these terms can mean entirely different things to different people.
This type of ambiguous language can breed distrust and confusion.
Genuine empathy requires transparency. So be direct and talk openly about tuition. Give prospective students clear, upfront, and personalized cost breakdowns with immediate access to financial aid resources.
Switch your language from boasting about affordability and address the issue head-on with supportive messaging.
Avoid generalities like "Now's your chance for an affordable, world-class education."
Instead, be supportive with your messaging like "Let's talk about how to make this work for your budget. Here's exactly what our average student pays after aid, and how our financial support team works with you."
Naming the fear specifically can build credibility, more so than any fuzzy affordability messaging ever will.
3. De-escalate the "fear of rejection"
A fear of not being "good enough" can keep qualified college or university students from applying.
This is especially true of first-generation higher ed students who might not have a knowledgeable family member to coach them through the process.
Higher ed marketers can calm rejection fears and lower the emotional stakes by reframing what an application actually is: a conversation, rather than a secretive judgement on someone's worth.
Highlighting holistic and transparent admissions processes in your recruitment material goes a long way towards demystifying the "black box."
For instance, don't simply say that an applicant's personal statement "will be thoroughly evaluated".
It's far more helpful to tell them exactly what happens behind closed doors, detailing how admissions essays are reviewed and what qualities you're looking for (e.g., self-reflection, authentic voice, intellectual curiosity).
If possible, you can even provide brief anonymized excerpts of strong responses.
Remember: your application copy should sound like an invitation ("we want to get to know you, not only your transcript") rather than an offer of a verdict.
4. Celebrate the whole person, not just the GPA
There's a wealth of recruitment opportunities beyond the 4.0-GPA-and-student-body-president profile.
Presenting an overly simplistic or idealized vision of "success" can alienate a large pool of potential students who don't see themselves reflected in this narrative.
Higher ed marketers can use a wealth of authentic content to break this mold and reduce applicants' anxieties:
- Showcase success stories of current students and alumni who overcame academic and personal hurdles.
- Evaluate beyond grades by showing how you recognize resilience, creativity, problem-solving, work experience, and other forms of demonstrated character.
- Highlight non-traditional paths and diverse backgrounds, demonstrating that success isn't limited to a single type of journey.
You don't have to lower your academic standards in your messaging, but maybe consider that traditional academic metrics, such as GPA, never tell an applicant's complete story and aren't the sole determining factor of who thrives on campus.
5. Shift focus away from your school toward the student
Sometimes, higher ed websites, landing pages, and printed marketing materials are dominated by institutional copy that focuses solely on its rankings, its history, and its facilities.
You might want to rethink that.
True empathy focuses on what the student will feel, achieve, and experience at your school. So pivot from "we" to "you" by making them the main character of your recruitment story, not your institution.
Instead of "we offer more than 100 majors", try "you'll have the freedom to explore before you commit to a path".
This small but high-impact linguistic shift elevates prospective students from passenger to driver.
6. Destigmatize "pivots"
For many young adults (potential students in their late teens or early 20s), going off to college or university is a time for exploration and self-discovery.
It's unrealistic to expect them to have every step of their academic career and professional aspirations planned out before they even enroll.
Empathetic marketing relieves pressure on students who feel like they need to have everything already figured out and reassures them that it's entirely acceptable to switch majors or schools:
- Speak to all students, no matter their path, by positioning your institution as a place designed for non-linear journeys—not one that only rewards absolute certainty from the beginning.
- Demystify the process and normalize academic pivots as an everyday occurrence rather than an unusual exception to the rule.
- Provide detailed information, showing how easy it is to switch academic paths and transfer credits so students don't lose what they've already achieved.
- Feature stories of students who switched majors or transferred from other schools, highlighting how changing direction led to unexpected passions and professional clarity.
- Highlight academic advisors as supportive partners who actively help students pivot, rather than gatekeepers who hold them back.
7. Promote mental health and well-being resources
Prospective students aren't just looking for an academic institution; they're looking for a place where they can safely grow.
Feature your counseling center and services, peer support groups, and wellness programs in all your early-stage recruitment materials, not only during orientation.
Authenticity is vital here. It proves that student wellness is a part of your school's DNA, not just a compliance checkbox to tick.
Displaying empathy can be a genuine and valuable differentiator, especially among students' parents.
8. Speak personally, not institutionally
Avoid higher ed jargon!
Overly formal and bureaucratic content creates distance exactly when prospective students need to feel community and connection.
It turns what should be a warm invitation into something that sounds like it was generated by a legal team.
- Stick with a conversational and friendly tone that reads like a letter from a supportive mentor, not a judge handing down a verdict.
- Write in plain language, mirroring how people actually talk to one another and cutting out industry-specific jargon like "matriculation".
- Be personal and consider signing emails from actual admissions counselors instead of "Office of Admissions."
If you're concerned about too many prospective students trying to contact a single counselor, have them sign off with a "Reach out to us any time" along with the contact information of the department or team.
9. Validate the emotions and concerns of family
Prospective students rarely decide on a higher ed institution by themselves. They normally ask family members for opinions and advice.
Include messaging that speaks directly to parents and guardians who are often navigating their own concerns about cost, distance, and even separation anxiety.
This acknowledges their worries and gives them a concrete role in the student's journey.
When you speak to both the prospective student and their support system, you're building trust and connection with the entire decision-making group.
10. Be honest about trade-offs
Avoid overly polished copy that promises a romanticized and flawless student experience.
This creates cynicism among students who have learned to be skeptical of hard marketing.
Instead, be candid and truthful about what might be challenging with a program or campus life.
Each of these, however, should always be accompanied by potential solutions and support resources so that it doesn't come off overly negative.
Identifying realities is more credible than promoting spotless positivity.
It sets up more realistic expectations from the start and helps prevent the disappointment of "this isn't what they promised me" later on.
Thinking beyond the numbers
Compassionate and empathetic recruitment isn't just a smart strategy, it's a commitment to seeing and understanding the human being behind every application. And prospective students will recognize this.
When you forgo the slick hard-selling pitches and approach recruitment as a form of support, you're not simply trying to meet a quota, you're building genuine trust, which is a far more important long-term metric of success.
Does your college or university use empathy and understanding in its recruitment to connect with prospective students and their family? Share your stories with us!