Develop Outcomes-Focused Recruitment Messages for Adult Learners
Adult learners compose at least a third of the American postsecondary student population and represent a far greater proportion of the potential student audience than first-time, first-year students. Whether called adult learners, nontraditional students, or any other variation, these students offer an attractive growth opportunity, but require a distinct recruitment approach from the often-more familiar first-time, first-year students. Adult learners’ recruitment needs are also evolving as consumer expectations shift to expect greater personalization.
Help your staff and leadership understand adult learners’ recruitment needs
To better attract adult learners, recruitment staff need to understand adult learners’ evolving expectations as consumers and unique focus on program outcomes.
Messages must appeal to prospective student motivations, concerns, and emotional drivers to reach a greater share of the adult learner market. Adult learners often most value the promise of a concrete return on their educational investment; therefore, successful recruitment requires outcomes-centric messaging.
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