The computer science field is changing—here’s how to take advantage

The tech industry is in the middle of major upheaval. After over a decade of consistent, rapid expansion, companies like Google, Amazon, and Meta have begun to conduct high-profile layoffs. In addition, the rise of artificial intelligence (AI) automation has created uncertainty among prospective graduate and adult computer science students surrounding job security and availability. At first glance, enrollment leaders of graduate and adult computer science programs may view this as a bleak time to recruit new students. But this evolving market creates new, unexpected opportunities to serve graduate and adult learners more effectively.

Big Tech dreams no longer sell

For years, computer science program marketing has leaned on a simple promise: if you earn a degree, you’ll land a job at a major tech company and launch a lucrative career. But for today’s adult learners and graduate prospects, that narrative is no longer realistic.

The job market has shifted. According to Lightcast, from March 2024 to April 2025, total U.S. computer science job postings dropped to just over 900,000—a 35% decline from the 1.3 million posted between March 2019 and April 2020. The number of employers hiring also fell by nearly 4,000, which might reflect a more cautious and competitive environment for tech talent. At the same time, employment at tech companies declined by over 11,000 jobs in February 2025 alone. Yet tech employment across all sectors rose by 177,000 positions that same month. All of this points to a shift in demand from traditional tech giants to other industries like energy, finance, and retail.

Prospective students are now reading headlines about layoffs, automation, and hiring freezes. Understandably, many are questioning whether a traditional computer science degree still leads to the return on investment they expect. To remain competitive, programs must pivot. Instead of selling the now-outdated “Big Tech” dream, institutions should focus on promoting the practical skill-building and real-world outcomes their programs can provide.

Students need help understanding what’s next

While the volume of computer science job postings has decreased, Lightcast data shows that the median posted salary jumped from $109,383 in 2019–2020 (adjusted for inflation) to $154,502 in 2024–2025. This significant increase indicates a strong demand for specialized, high-impact tech roles, particularly those requiring advanced tech skills. The top job titles companies are hiring have also evolved: while software engineers and data scientists remain prevalent, machine learning engineers are also highly sought after in 2025. This shift underscores the growing importance of AI and automation across an array of sectors. Although finding a role may be a competitive process, high-level, cross-disciplinary tech expertise is still in demand, and worth investing in.

To assist students in reimagining their career paths, it’s essential to highlight the industries actively seeking tech talent:

By showcasing these opportunities, programs can help students connect their technical training to emerging career paths beyond traditional tech companies.

A new value proposition: Tech-enabled careers

While the tech landscape continues to shift, employer demand for advanced digital skills remains strong, especially in AI. Per CompTIA, job postings referencing AI skills more than doubled year-over-year (+116%) from 2024 to 2025, and hiring for dedicated AI roles grew by 79%. Additionally, 96% of computer science job postings still require a bachelor’s degree or higher, reinforcing that formal education continues to be an important credential for adult learners looking to pivot or advance in a changing job market.

Programs that market their strong technical foundations and up-to-date training in high-demand areas like AI and machine learning can position themselves as launchpads to the next wave of “tech-enabled” careers—where tech skills are integrated across industries, not confined to traditional tech firms. Today’s hiring managers aren’t just looking for coders. They’re looking for adaptable professionals who can apply technical knowledge in cross-functional roles, along with soft skills like communication, critical thinking, and project management.

This is the new value proposition for computer science education: not just training the next software engineer, but preparing the next generation of adaptable, tech-enabled leaders.

Meeting the moment with smarter lead gen

The tech job market may be evolving, but student interest in meaningful, career-aligned education hasn’t gone away—it’s just more selective. Today’s prospects want clarity, flexibility, and a path that feels relevant to where the world is going. Appily Advance, EAB’s data-driven lead generation solution, can help graduate and adult-serving programs reach these high-intent learners. Appily Advance partners receive customized lists of students who are looking for programs just like theirs, helping to grow enrollment even amid a competitive environment.

By aligning their marketing with students’ evolving concerns and aspirations and generating a high volume of high-intent leads, programs can find, build trust with, and enroll computer science learners who are ready to adapt to today’s widened tech job market.