College admissions are at a critical juncture.
Enrollment patterns are changing, with the enrollment cliff now in full view. AI is transforming how students apply to college and how schools evaluate their potential. Additionally, institutions are navigating a complex maze of funding and policy requirements—and, at times, increased political pressures.
Amid these challenges, many higher education institutions are realizing that traditional recruitment playbooks no longer cut it. This year, admissions leaders are rethinking how to attract, evaluate, and support students, while answering a fundamental question: How do we demonstrate the value of a college degree in a world that keeps questioning its worth?
These seismic shifts were made clear in a new report by the company I cofounded, Acuity Insights. Our survey of admissions leaders across the U.S., Canada, the U.K., and Australia found that admissions teams are under greater pressure to not only react to changes but actively rebuild for the future.
From revamping how they assess applicants to retooling how they build lasting, student-centered strategies, schools need to lay the groundwork for long-term resilience and success.
Enrollment, policy, and technology changes are keeping admissions leaders on their toes
Let’s start with the elephant in the room: Enrollment is down, and it’s only expected to get worse. With the demographic cliff expected to hit in earnest by fall 2025, admissions leaders are bracing for an even steeper drop in high school graduates entering the pipeline.
It’s no surprise that 41% of admissions leaders cited competition from other institutions as their top challenge, followed closely by 36% who pointed to the declining interest in traditional college education. These concerns have sparked a new focus on student retention and career readiness; schools need to not only get students in the door, but also support their students’ success all the way to graduation.
Layered on top of enrollment concerns are significant policy shifts. Nearly half (46%) of U.S. admissions leaders say they feel fully prepared to navigate changes in financial aid, affirmative action, and DEI policies. However, a near equal percentage (45%) only feel moderately prepared for these changes, which will require updates in admissions criteria and renewed efforts around compliance.
At the same time, today’s applicants are evolving just as rapidly. Digitally native students are bringing AI into the admissions process. Our fall 2024 survey of 1,000 recent higher education applicants found that 35% used AI tools like ChatGPT during the application process (and that’s just the ones who were willing to admit it).
It’s no surprise that 78% of admissions leaders are concerned about how AI might compromise the authenticity and integrity of student submissions, especially as generative tools become more sophisticated and harder to detect.
These combined shifts demand a careful balancing act. Admissions teams must weigh innovation with integrity, speed with substance, and institutional competitiveness with their core mission of educating and preparing students for success beyond graduation.
3 areas where admissions is adapting the most
It’s encouraging to see that many admissions leaders are rolling up their sleeves and making real changes to the admissions process.
Here are three key areas in which we’re seeing admissions teams adapt their practices to today’s landscape:
1. Increased reliance on AI
AI isn’t just transforming how students complete their college applications, it’s transforming how institutions evaluate and select applicants. In response, more than half (51%) of admissions leaders believe AI will significantly change the evaluation and selection process.
AI is making it easier to maintain a more holistic review process without sacrificing efficiency. Half of admissions leaders said their teams are using AI to identify key noncognitive factors (such as leadership, resilience, and civic engagement), and 38% report using it to predict students’ success based on various academic and personal criteria.
Beyond evaluation, AI is also being used to improve student communication and engagement, with 38% of leaders seeing value in its ability to provide more personalized support throughout the admissions journey.
2. Greater emphasis on the value of higher education
With public skepticism on the rise, students and their families are carefully weighing the cost and career outcomes of a college degree.
As a result, admissions teams are increasingly focused on proving value and communicating why a degree is still a worthwhile investment.
According to our survey, 34% of schools are emphasizing career readiness and employability in their messaging. Another 33% are doubling down on experiential learning opportunities that give students real-world context for what they’re studying.
Alumni success stories are also becoming a key tactic. Nearly a quarter of admissions teams are leveraging their graduates’ journeys to illustrate the long-term value of a degree, both professionally and personally.
Demonstrating the tangible benefits of higher education doesn’t just apply to attracting students, it’s also crucial in retaining them. With fewer students entering the pipeline, institutions simply can’t afford to lose students midway through their programs. That’s why many schools are doubling down on highlighting academic support, advising, and career services that ensure students stay enrolled, engaged, and on track to graduate.
Moving beyond traditional metrics
Admissions teams are also rethinking what makes a student “qualified.” Standardized test scores are no longer the be-all and end-all: 57% of admissions leaders are placing greater emphasis on personal qualities and life experiences during application reviews, while 31% are expanding how they evaluate extracurriculars and community impact.
This shift is part of a broader move away from rigid, one-size-fits-all admissions processes toward more holistic practices, where applicants’ life experiences and nonacademic skills are considered alongside academic knowledge.
Instead of relying solely on standardized tests, personal essays, and GPAs, admissions teams are leveraging personalized and student-focused pathways that account for the unique backgrounds, personal achievements, and soft skills that applicants bring to the table.
In today’s complex world, qualities like leadership, civic engagement, and creative thinking can be just as predictive of a student’s potential as GPA or test scores—and it’s encouraging to see institutions’ admissions processes evolve to match.
Rebuilding admissions for a new era
This is a watershed moment for admissions. As enrollment declines, policy shifts, and technology evolves, institutions are being called on to reimagine their most fundamental processes.
Ultimately, by embracing innovative technology, better demonstrating real-world value, and revamping admissions practices, institutions are working to rebuild trust in higher education and remind students why it’s still a powerful pathway forward.
More than anything, these transformations reflect a bold commitment to progress and the long-term vitality of higher education. The institutions that adapt now will define what opportunity looks like for the next generation.
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