EAB Services
Adult Learner Recruitment Hub
Welcome to the Adult Learner Recruitment Hub!
Here you will find the latest research and resources to help you maximize your Adult Learner Recruitment and/or Appily Advance partnership and achieve your team’s enrollment goals.
Below you can browse relevant content or register for upcoming events and webinars to learn about the latest trends in graduate and adult enrollment and connect with peers. To help get you started, check out the Featured Resource for content we thought you’d find interesting.
For questions about your institution’s campaigns or performance data, please connect with your Strategic Leader or visit your partner portal.
Upcoming Events
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Webinar
Differentiating Your Graduate and Adult-Serving Programs in a Competitive Market
You and your team will leave with clear and immediately actionable strategies to:
Evolve marketing messages beyond common claims
Identify and communicate your program’s unique value proposition
Embed your differentiators into your marketing and program design strategies
Roundtable
Redesigning Student Supports for the Gen Z Era
As colleges and universities adapt to shifting student expectations, Gen Z presents a unique challenge: separating generational myth from meaningful reality.
Past Events
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Webinar
Decoding the Graduate and Adult Student Mindset
We recently surveyed 8,000+ prospective graduate and adult learners to help institutions better understand student preferences and priorities in this turbulent market. The short answer: adult student preferences are unique and changing, and these shifts place new demands on your institution.
Webinar
Graduate Enrollment in Flux: Leading Through Policy and Market Shifts One Year After the Election
One year after the presidential election, shifting federal priorities—particularly around immigration, student borrowing, and research funding—are exacerbating complexities in the graduate enrollment market.
Webinar
From Clicks to Conversions: Proven Digital Marketing Strategies to Drive Graduate Enrollment Growth
Graduate enrollment leaders face tougher competition and bigger goals than ever. Changing student behaviors only add to the challenge: prospects are shopping in stealth mode, taking longer to make enrollment decisions, and expecting hyper-personalized digital experiences. In this environment, traditional digital marketing tactics simply don’t cut through the noise.
Partner Services
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Partner Service
Professional and Adult Education Web Presence Audit
EAB's audit will help higher ed institutions identify opportunities to improve their professional, continuing, and online education websites.
Partner Service
MBA Program Assessment
This outlines key takeaways from EAB's MBA research and provides you an opportunity to request a customized report…
Partner Service
EAB Market Insights
Research and Insights
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Insight Paper
The New Rules of Engagement for Enrolling Today’s Adult Learners
Read this insight paper for four insights to help you effectively adapt your enrollment strategies to meet shifting…
Adult Learner Recruitment
Insight Paper
2026 Higher Ed Marketing Outlook
Discover how 120+ higher ed marketing leaders are reallocating budgets, embracing AI, and strengthening owned digital channels to…
Digital Agency
Insight Paper
Winning Domestic Students Amid International Upheaval
To succeed in this new era of graduate and adult enrollment, institutions must reassess their competitor landscape, sharpen…
Adult Learner Recruitment
Insight Paper
Harnessing the Power of Digital Marketing for Graduate and Adult Lead Generation
The digital landscape is evolving rapidly, with AI-driven search changes, shifting social media habits, and increasing bot activity…
Appily Advance
Insight Paper
Leveraging Data to Optimize Graduate Recruitment and Operational Excellence
This insight brief discusses key insights to help graduate enrollment leaders optimize their internal operations and recruitment strategies.
Adult Learner Recruitment
Insight Paper
Making Strategic Choices Today for Graduate Success Tomorrow
To help university leaders get a better sense of the complex graduate enrollment landscape, EAB has partnered with…
Adult Learner Recruitment
Insight Paper
Why High Demand Isn’t Enough to Grow Nursing Enrollment
This insight brief explores three key trends shaping graduate nursing enrollment and lead generation, along with actionable strategies…
Adult Learner Recruitment
Insight Paper
Achieving Today’s Ever-Growing Graduate Enrollment Goals
This report shares three key insights to help graduate enrollment leaders better incorporate stakeholder perspectives into graduate goals.…
Adult Learner Recruitment
Insight Paper
Understanding and Navigating Today's Graduate Enrollment Staffing Concerns
This report shares three key insights to help graduate enrollment leaders better understand factors influencing staff retention. It…
Adult Learner Recruitment
Blogs
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Blog
What changed in the graduate lead gen landscape in 2025
Disruptions reshaped 2025 adult & grad lead gen. Learn five trends—from AI search to declining international interest—and how…
Adult Education Blog
Blog
Here’s how AI is amplifying stealth search behavior.
AI and digital-first search are reshaping student behavior. Learn how to make your .edu visible, improve content, and…
Adult Education Blog
Blog
We secret shopped 40 graduate programs’ lead nurturing campaigns. Here’s what we learned.
A well-executed lead nurture campaign can be the deciding factor in the hard-fought race to become one of…
Adult Education Blog