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.