4 strategies to engage graduate and adult leads with social proof marketing

With more prospective students engaging in stealth shopping—evaluating their options quietly without direct outreach—institutions must act swiftly to capture their attention and convert interest into action. With Gen Z set to represent 60% of the graduate student market in the coming decade, recruitment leaders need to adapt their marketing strategies to resonate with this demographic by focusing on authenticity, personalization, and clear outcomes.

Here are 4 strategies for creating quality content to engage prospective graduate and adult learners:

1. Be specific!

When crafting social proof content, specificity is key; instead of relying on broad or generic statements, focus on detailed and relatable stories that highlight concrete outcomes—such as landing a dream job, developing an in-demand skill, or participating in a unique learning experience. By providing clear examples of success, you help prospective students visualize their own potential journey at your institution. As competition between graduate programs intensifies, it becomes crucial to create differentiated marketing messages that clearly articulate unique value propositions. Institutions should focus on how their programs meet current market demands while providing flexibility, affordability, and/or specific industry connections that competitors may not offer.

Stand out from your competitors by optimizing your digital marketing messaging

2. Use multiple mediums

Prospective students consume content across platforms and formats, making it essential for recruitment leaders to maximize the reach and impact of their social proof marketing. By leveraging multiple mediums, such as videos, blog posts, social media platforms, emails, infographics, and podcasts, administrators can appeal to diverse learning styles and preferences, ensuring their message resonates with a broader audience. Prioritizing storytelling and utilizing platforms like , along with optimizing websites for mobile viewing, enables schools to effectively reach applicants who are actively researching their options and looking for social proof content to inform their decisions. Reference EAB’s Web Presence Optimization Toolkit and Professional and Adult Education Social Media Toolkit for enhancing your institution’s online visibility, improving user experience, and effectively engaging prospective students through tailored digital strategies.

Make sure you’re finding and connecting with leads where they are

3. Engage current students

Current graduate and adult students are powerful advocates for your institution, offering authentic and relatable perspectives that can significantly influence prospective students. Encourage your student body to share their experiences through testimonials, social media , or blog posts. Highlighting their stories not only builds credibility but also creates a sense of community that prospective students can imagine themselves joining. By showcasing the real, lived experiences of your students, you make your school’s culture and values more tangible and inviting. Reference EAB’s Web Presence Optimization Toolkit for nomination criteria and templates to help you identify and engage content contributors.

4. Highlight diverse success stories

Prospective students come from a variety of backgrounds, each with distinct priorities, motivations, and values. This diversity is reflected in the growth of first-time graduate enrollment from 2010 to 2020, which saw significant increases among demographic groups: an average annual rise of 9.2 percent among Latinx students, 5.4 percent among Black/African Americans, 6.3 percent among Asians/Pacific Islanders, and 0.8 percent among American Indian/Alaska Natives. By showcasing real-life examples of individuals who have thrived in your programs, you can provide compelling evidence of your school’s commitment to supporting and uplifting students from diverse backgrounds.

While social proof plays a critical role in gaining the trust of prospective students and differentiating your school, it’s just one piece of the puzzle. A successful recruitment strategy requires not only compelling testimonials and success stories but also a robust pipeline of high-quality leads. With tools like EAB’s Appily Advance, schools gain access to a wealth of data on prospective students, including insight into their area of interest and desired degree level. By leveraging these insights and delivering targeted, relatable messaging, recruitment leaders can more effectively engage stealth shoppers early and nurture them effectively throughout their decision-making process.