Out of Time: The Challenge of Recruiting Deadline-Flexible Students

Colleges and universities across the country are dealing with a new and surprising challenge in the 2024-25 recruitment cycle. They’re working to engage a cohort of students who are simply not accustomed to working within traditional deadlines.

This phenomenon can be traced back to 2020, when today’s prospective college students were beginning high school. These students’ freshman year coincided with the COVID-19 pandemic, which disrupted not just their academics but also their sense of structure. Remote learning, flexible deadlines and a general atmosphere of uncertainty became the norm.

Now, as these students prepare for college, they bring those experiences — and habits — with them.

One enrollment leader recently shared a telling example: their school’s mid-January Orientation Day had a registration deadline of Jan. 3. As of Jan. 2, only 31 students had signed up — a sharp decline compared to previous years. However, between Jan. 3 and Jan. 10, an additional 27 students registered. These students didn’t intend to miss the deadline; they simply operated on a looser timeline and expected some flexibility.

For enrollment leaders, the question becomes: how do you effectively communicate with prospective students who are accustomed to fluid deadlines?

Dynamic Engagement Strategies for Dynamic Students

The key lies in meeting students where they are, both physically and digitally. One of the most effective tools for doing this is dynamic website content — personalized and timely messaging that appears while students are actively engaging with your institution’s site.

For example, if a prospective student is exploring your Orientation Day information page, a pop-up reminder about the registration deadline, accompanied by a clear call to action, can capture their attention in real time. Similarly, using behavioral emails triggered by specific web interactions — such as visiting the admissions page or downloading a brochure — can serve as gentle reminders that keep your institution top of mind.

In addition to digital strategies, institutions should consider adjusting their communication style. Flexibility doesn’t mean eliminating deadlines altogether; it means crafting messaging that underscores urgency without alienating students who may have grown up in a more adaptable academic environment. Highlighting benefits like priority access to scholarships or preferred housing for early registrants can motivate students to act.

The pandemic reshaped how an entire generation approaches time and commitments. Colleges and universities can rise to the challenge of recruiting and retaining this unique group of students by leveraging dynamic engagement tools and crafting empathetic, timely communications.

And Capture can help! Schedule a meeting with one of our experts today to see how we can assist you in meeting your recruitment challenges and exceeding your enrollment goals. 

By Nicole Bumphrey, Enrollment Solutions Consultant, Capture Higher Ed