What if we treated student recruitment like online dating?
Finding the right university is a lot like finding the right partner. It’s about compatibility, shared values, and a connection that feels just right. How many of us had that moment of “just knowing” when we found the right university for us?
If student recruitment and enrolment marketing were online dating, students would be swiping right on universities that align with their values, aspirations, and ambitions. So, what can university marketers learn from online dating platforms to refine their student recruitment and enrolment marketing strategies?
What if dating sites operated like university marketing?
Let’s look at it another way for a second.
Imagine if dating sites functioned like university marketing efforts. Profiles would sadly be generic in a broad attempt to appeal to the widest possible pool of suitors as possible. They’d use the same buzzwords. We’d look at them, unsure of the true personality behind the polished image, suspicious of what’s missing.
Instead of tailored recommendations, users would receive a long list of every possible match, regardless of compatibility. Conversations would be one-sided, with automated messages that fail to acknowledge individual preferences. Responses would be slow, if they came at all, and engagement would drop off after the initial swipe.
Can you imagine dating like that? It would drive people away from dating apps. So why do we pursue an approach like this for university marketing? In doing so we pass up the opportunity to develop meaningful connections between student and university.
So, what can we actually learn from dating sites in order to improve our enrolment marketing efforts?
1. Matchmaking algorithms: using AI to connect the right students to the right universities
Just as dating apps use sophisticated algorithms to suggest potential matches, universities can leverage AI-driven personalisation to connect with students in more meaningful ways. Predictive analytics can help us understand what prospective students are looking for based on their online behaviour, demographics, and interactions with content. If we’re smart enough in how we design our content strategies, we can develop them in such a way that doesn’t just engage and convert but also offers us constant insight and feedback to build up more personalised profiles of our individual users. Think of every item of content as being a little “preferences” selection process - did they swipe right on this one or that one? What does that tell us about their preferences?
At its most basic, imagine a prospective student being served personalised course recommendations based on their browsing history, just as dating apps suggest partners based on preferences and interests.
2. First impressions matter: crafting a compelling profile
On dating apps, a well-crafted bio and a selection of great photos are crucial in making a positive first impression. Universities need to approach their digital presence in the same way. Course pages, social media posts, and email campaigns should be engaging, visually appealing, and full of personality.
But they can’t just be any image. Imagine that dating profile that’s full of blatantly filtered images, cryptic group shots (“whose profile is this, anyway?”) and the odd picture in which they proudly hold their prize catch fish. Sorry, I digress. Writing this post might be dating catharsis for me. Bear with me.
Authenticity is key - just as nobody wants to match with someone who seems too good to be true, students want genuine insights into what university life is really like.
3. Conversations, not just pitches: building relationships
Effective online dating is a two-way conversation, not just a series of self-promotional messages. We’ve all been on that date where the other person just talks about themselves the whole time, right? Not just me, I’m sure. Equally, we might also have been on the date where the person said nothing about themselves and made you do all the work. Pulling teeth.
Universities must move beyond one-size-fits-all marketing and create space for genuine engagement. Chatbots, live Q&A sessions, personalised emails, and student ambassadors on social media can create a more interactive and responsive experience. Students want to be heard, have their questions answered, and feel a sense of belonging before they commit. The earlier that we can create that experience in their decision making process, the more effective we’ll be. And we’ll be instantly building the insights we need to be able to…
4. Personalise, personalise, personalise!
In dating, sending a generic “Hey” message rarely gets a response. Instead, mentioning something on their profile that caught your eye, or sharing something that you have in common with them is going to leave them feeling seen and understood.
The same applies to student recruitment. We must tailor our messaging to individual prospects, using data to personalise outreach at every possible touchpoint. Whether it’s a follow-up email referencing a student’s specific course interest or targeted social media ads based on previous engagement, personalised marketing can significantly improve conversion rates.
Many of us already have the technology to be able to do this well. But have we developed the content strategy and structures that we need in order to implement it? (Hint: Pickle Jar can help you do this).
5. Avoiding the ghosting effect: nurturing leads with care
Ever been ghosted on a dating site? Or spontaneously and unexpectedly love bombed? Or worse still, stalked?
When we fail to nurture relationships with prospective students in a well-paced or timely way, we fail to keep interest alive. This means using automation smartly, ensuring that students receive relevant and timely information throughout their decision-making process.
But it also means pacing ourselves. We’ve done so much work at Pickle Jar in mapping student journeys and experiences. A consistent theme is the fluctuation between no communication and over-communication. It’s like dating someone who one week is ghosting you and the next week is stalking you. Confusing. And rather unnerving.
When multiple departments all start nurturing students at once, the student doesn’t see our internal divides. They simply see a single creepy stalker institution that keeps bombarding them with messages.
6. Creating a sense of exclusivity and belonging
Successful dating apps create an experience where users feel special, valued, and excited about potential matches. That prospective partner that makes you feel like you’re “the one” and the only one that you’re talking to has a way of really luring you in.
Universities should aim to create that same feeling - whether through VIP campus visit days, exclusive online communities for prospective students, or early access to webinars and resources. Building anticipation and making students feel part of something bigger encourages deeper engagement.
Relate to every item of content that you create for your prospective students as a “gift”. How can you make it more meaningful? More valuable? More useful? An outstanding content marketing and enrolment marketing strategy lands like an artful seduction of micro-gifting.
7. Offer the long-term commitment: ensuring a great experience beyond enrolment
Okay, some people are just looking for one-offs and hookups. That’s okay too. That’s what our MOOCs and micro-credentials are for. But many people on a dating site are looking for a commitment and a long-term relationship.
Just as relationships don’t end after the first few dates, student engagement doesn’t stop after enrolment. Retention strategies should mirror the care and attention given during recruitment. Continuing personalised communication, fostering community connections, and ensuring students feel supported throughout their journey will strengthen long-term loyalty and advocacy.
Neglecting the same level of nurture, care, and wooing you put into the dating phase (a.k.a. enrolment marketing) once that ring is on their finger is a surefire recipe for divorce. So, design the student experience with the same love and care. Think of your student experience strategy as nurturing a partnership. And that includes those date night strategies.
Want more? Become our partner…
If this has left you wanting more, we’d love for you to swipe right on Pickle Jar. Get in touch and let’s see if we’re a perfect match. We’re unashamedly polyamorous in business (just look at our client list!), so there’s always room for one more client partnership 💙💙💙