Search 3.0: The New Era of Student Search

In this episode, Mallory Willsea and Trent Gilbert, VP of Student Search Solutions at Carnegie, dive into the evolution of student search and its critical role in modern enrollment strategies. They discuss the historical context, the impact of AI, the importance of data ownership, and the shift towards a yield-focused approach. Trent shares his insights on how institutions can adapt to changing demographics, economic pressures, and consumer behaviors to enhance their recruitment processes.

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Key Takeaways

• Evolution of Student Search: Understanding the transition from traditional methods to Search 3.0, incorporating digital advertising, AI, and personalization.
• Data Ownership and Transparency: The importance of maintaining control over data for effective analysis and decision-making.
• AI in Recruitment: Leveraging AI for rapid, customized communications and data-driven strategies to improve student engagement and conversion.
• Consumer Behavior Changes: Adapting to the rising expectations for personalization and the influence of peer recommendations in the decision-making process.
• Yield-Focused Approach: Emphasizing the importance of yield in student search strategies to ensure long-term enrollment and financial stability.
• Financial Aid Optimization: Integrating financial aid strategies into the student search process to meet student needs and institutional revenue goals.

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What Is Student Search 3.0?

Student Search 3.0 represents the integration of advanced technologies, including AI, with a focus on personalization, data transparency, and yield-focused enrollment strategies. Institutions must embrace these tools to connect with students in meaningful ways while optimizing resources.

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What Are the Three Industry Fronts Driving Change?

1. Demographic Shifts: Declining birth rates and shifting population patterns are reducing the number of high school graduates.
2. Economic Pressures: Rising student loan debt and shrinking middle-class wealth are driving demand for cost transparency and value-driven enrollment decisions.
3. Consumer Behavior Changes: Students expect hyper-personalized interactions, while parents and even grandparents are increasingly involved in decision-making.

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How Does AI Transform Student Search?

AI streamlines processes like personalized communication, data analysis, and content adaptation. It enables enrollment teams to identify opportunities, address challenges, and course-correct in real time.

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Why Must Student Search Go Beyond the Top of the Funnel?

Focusing solely on lead generation ignores the importance of engaging students throughout their enrollment journey. Yield-focused search helps ensure that admitted students enroll, retain, and graduate, maximizing institutional success.

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What Role Does Financial Aid Play in Student Search?

With 80% of students citing financial aid as critical in their decision-making, institutions must integrate financial aid strategies into student search efforts to align cost concerns with recruitment goals.

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Strategies for Enrollment Leaders

1. Prioritize Data Ownership and Transparency
   Ensure your institution has access to complete and actionable data for optimizing student search campaigns and enrollment strategies.
2. Leverage AI for Personalization
   Use AI tools to deliver hyper-personalized messaging and streamline data analysis for adaptive recruitment campaigns.
3. Adopt a Yield-Focused Approach
   Engage students throughout their journey, focusing on application completion, decision-making, and retention—not just initial interest.
4. Unify Recruitment and Financial Aid Efforts
   Align financial aid strategies with recruitment campaigns to address cost concerns and drive enrollment revenue.
5. Embrace Tech Innovation
   Invest in modern CRM systems and AI-driven platforms to stay ahead in an increasingly competitive landscape.

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

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Element451 is hosting the AI Engage Summit on Oct 29 and 30. Register now for this free, virtual event.The future of higher ed is being redefined by the transformative power of AI. The AI Engage Summit brings together higher ed leaders,  innovators, and many of your favorite Enrollify creators to explore AI’s impact on student engagement, enrollment marketing, and institutional success.

Experience firsthand how AI is improving content personalization at scale, impacting strategic decision-making, and intuitively automating the mundane tasks that consume our time. The schedule is packed with real examples and case studies, so you leave knowing how to harness AI to drive meaningful change at your institution.

Whether you’re looking to enhance student outcomes, optimize enrollment marketing, or simply stay ahead of the curve, the AI Engage Summit is your gateway to the next level of higher education innovation. Registration is free, save your spot today.