Higher Ed Pulse

Hosts Seth Odell and Mallory Willsea tackle one of the most pressing questions in higher education today: What do students and families actually care about in 2025? With application season in full swing and yield season just around the corner, institutions must understand what’s driving enrollment decisions. Spoiler alert—it’s all about proof, not just promises. From career outcomes to tuition transparency and campus safety, Seth and Mallory break down the key factors influencing students and families today and offer actionable insights for enrollment marketers.

Key Takeaways

• Career outcomes matter more than ever. Families want clear data on job placement, salaries, and internship opportunities.
• Tuition clarity is critical. Hidden fees and confusing financial aid packages frustrate families—transparency is key.
• Campus visits are happening later. More students are applying before visiting, making early digital engagement even more important.
• Safety and security concerns are evolving. From campus protests to natural disasters, families are considering new factors in their decision-making.
• Parents need more direct engagement. Many schools still fail to communicate effectively with parents, even though they play a major role in the decision.

What Are Students and Families Prioritizing in 2025?

How Important Are Career Outcomes in Enrollment Decisions?

It’s no longer enough to promise a “transformative college experience”—families want proof that their investment will pay off. One of the biggest factors influencing enrollment decisions in 2025 is what Seth calls the perceived probability of professional success. In simple terms, students and parents are asking: Will this degree help me land a good job?

The data shows that families are looking for clear, tangible indicators of career success, including job placement rates, median salaries of graduates, and access to internships. Schools that can’t provide this information—or fail to present it in an accessible way—risk losing prospective students to competitors who do. Institutions like Georgia State University are leading the way with tools like Stepping Blocks, a digital career platform that connects students with real employment data. For enrollment marketers, the takeaway is clear: don’t just highlight academic programs—showcase the career outcomes that come with them.

Why Is Tuition Transparency More Critical Than Ever?

Sticker price has always been a concern, but in 2025, families are demanding a new level of clarity around total cost. Many schools advertise a base tuition rate, but fail to account for hidden expenses like housing, meal plans, lab fees, and textbooks. This lack of transparency creates frustration and confusion, especially for first-generation students who may have limited guidance in navigating financial aid.

Schools like the University of Dayton and UNC Chapel Hill are setting a new standard by guaranteeing fixed tuition rates for four years. This approach eliminates uncertainty and reassures families that costs won’t unexpectedly increase. Even if your institution can’t freeze tuition, Seth and Mallory emphasize the importance of simplifying how costs are communicated—avoid complex unit pricing, break costs down by semester or year, and make it easy for families to understand net price after financial aid.

Why Are Campus Visits Happening Later in the Decision Process?

A major shift in student behavior post-COVID is the timing of campus visits. Traditionally, students toured schools before applying, using the in-person experience to determine fit. Now, more families are delaying visits until after acceptance, often making final decisions based on financial aid offers before ever stepping on campus.

This shift is especially challenging for private institutions that rely on emotional connections formed during campus visits. If a family assumes a school is unaffordable and never visits, the institution loses the chance to make its case. This means digital engagement—through virtual tours, financial aid webinars, and parent-specific communications—needs to be stronger than ever. As Mallory points out, if you wait for families to ask about cost and financial aid, you’re already behind. Schools need to proactively address these concerns upfront, not just after acceptance.

How Have Safety and Security Concerns Evolved?

Safety has always been a priority for families, but in 2025, the conversation has expanded beyond crime statistics. Parents and students are increasingly concerned about campus protests, political climate, and even natural disasters affecting their chosen school.

For institutions, this means safety messaging needs to go beyond the basics. Schools should highlight campus preparedness for emergency situations, showcase student support services, and actively communicate how they handle campus disruptions. Instead of waiting for families to bring up safety concerns, enrollment teams should address them head-on in communications, providing reassurance and transparency.

Why Should Schools Engage Parents More Directly?

One of the simplest yet most overlooked strategies in enrollment marketing is direct parent engagement. While parents have always played a role in the decision-making process, many institutions still fail to communicate with them effectively.

Jeremy Tiers recently pointed out on Mission Admissions that most colleges still don’t have a structured way to engage parents throughout the funnel. Parents want information on safety, cost, and career outcomes—not just rankings and student life. Schools that proactively communicate with parents through newsletters, webinars, and dedicated portals can strengthen their influence in the decision-making process.

Final Takeaway: Proof, Not Just Promises

If there’s one theme that sums up what students and families care about in 2025, it’s this: they want proof, not just promises.

They’re no longer satisfied with vague claims about student success or affordability—they want data, transparency, and clear pathways to their goals. Schools that embrace this shift by providing clearer career outcomes, simplifying cost breakdowns, and engaging families more proactively will have the edge in the enrollment race.

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Connect With Our Co-Hosts:
Mallory Willsea 
https://www.linkedin.com/in/mallorywillsea/
https://twitter.com/mallorywillsea

Seth Odell 
https://www.linkedin.com/in/sethodell/
https://twitter.com/sethodell

About The Enrollify Podcast Network:
The Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.

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