What's Next for Re-engaging and Cultivating Graduate Students?

About the Episode: Recruiting graduate students often involves looking within the existing campus community, re-engaging current students, and reaching out to past applicants who may now have a renewed interest in graduate study. In this episode, I'm joined by Richard Graham, Assistant Vice President for Enrollment Strategy & Engagement at Thomas Jefferson University, to discuss how to grow graduate student programs by reconnecting with students the school already knows.

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Episode Summary

Leveraging Existing Networks for Graduate Recruitment

Jefferson’s enrollment strategy begins by tapping into three core groups:

1. Current Students: Programs like Jefferson Rise target undergraduates nearing graduation, offering a streamlined path to continue their education at the institution.
2. Past Applicants and Inquiries: By analyzing CRM data, Jefferson re-engages students who expressed prior interest but ultimately chose other options.
3. Employees: As the second-largest employer in Philadelphia, Jefferson focuses on its workforce, particularly its 9,600 nurses, promoting graduate opportunities tied to tuition benefits.

By utilizing targeted communications, Jefferson personalizes outreach, making graduate education accessible and attractive to these familiar audiences.

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Jefferson Rise: A Case Study in Graduate Recruitment

The Jefferson Rise initiative offers a streamlined application process for graduating seniors. By waiving fees, reducing required documents, and providing personalized counseling, the program removes common barriers to entry. Targeted communications highlight programs aligned with a student’s undergraduate major, creating a tailored experience that boosts conversions.

This approach also includes on-campus branding and events to further engage students, ensuring Jefferson remains top-of-mind as they consider their next academic steps.

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Employee Engagement: A Win-Win Strategy

Jefferson’s partnership with its employees, particularly nurses, has proven a strong recruitment tool. Hosting information sessions featuring program deans, HR representatives, and admissions staff, the university highlights the value of pursuing an advanced degree. Streamlined application processes and waived fees make it easier for employees to take advantage of these opportunities.

By integrating financial counseling and showcasing career advancement pathways, Jefferson has seen significant interest from its internal community.

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Data-Driven Personalization

Using CRM data, Jefferson identifies the most engaged prospects and tailors outreach accordingly. Less engaged prospects are excluded from certain efforts, such as print mailers, allowing the team to focus resources effectively. Automated engagement rules ensure that communication strategies are dynamic, prioritizing individuals who are most likely to convert.

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Future Directions

Richard Graham anticipates expanding Jefferson’s focus on past inquiries and applicants as a significant source for graduate enrollment. By leveraging CRM tools to re-engage these individuals, the institution plans to build a sustainable pipeline of candidates. Additionally, the success of employee outreach will drive further exploration into new internal and external channels for recruitment.

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About the Podcast: Embrace the future of higher education with Mastering the Next. Dr. Ray Lutzky takes you on a journey through the dynamic intersection of student recruitment and leading-edge technology, uncovering the next big trends in strategic enrollment management and the innovations that are transforming the academic landscape.

Whether it’s exploring AI-driven enrollment strategies, navigating the challenges of online learning platforms, or discussing the unique needs of non-traditional students, Mastering the Next is your go-to resource for staying ahead in the rapidly evolving world of higher ed.

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Connect With Our Host:

Dr. Ray Lutzky

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About The Enrollify Podcast Network: Mastering the Next is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include The EduData Podcast and Generation AI.

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.