Recruiting: Learning from Athletics' Playbook

The landscape of higher education is shifting rapidly, and the challenges ahead are mounting. We're facing a demographic cliff—a sharp decline in college-eligible students—which has intensified competition for prospective students to unprecedented levels. Colleges and universities aren't merely competing for top talent; they're struggling to maintain enrollment. The traditional "post a flyer, host an open house, and wait" approach to recruiting simply doesn't work anymore.

To thrive in this new reality, we must reimagine our student recruitment strategy. By adopting proven athletic recruiting tactics—early student engagement, meaningful connections, and immersive pre-campus experiences—we can build stronger programs. The institutions that embrace this evolution will be the ones that flourish.

Arts recruiting can borrow several key principles:

1. Prioritize Junior-Year Recruiting

Arts programs often make the mistake of focusing solely on high school seniors, putting all their effort into securing audition sign-ups. However, by senior year, many students have already narrowed their choices to just two or three schools. To increase senior-year audition attendance, we need to establish strong connections earlier—specifically in students' junior year. Looking at athletic programs, we see they actively recruit juniors, and for good reason. Early talent identification gives time for relationships to develop, skills to be evaluated, and students to envision themselves on campus. This proactive approach should become standard practice in the arts.

Leverage Social Media for Top-of-the-Funnel Engagement

The recruiting process begins at the top of the engagement funnel—where students first inquire about the university by providing basic data like email, phone number, and high school information. I measure success through the yield rate from initial inquiry to deposit paid. If the yield rate is 30% and enrollment is below target, the simplest solution is to focus on awareness and engagement. Social media excels at building program awareness among prospective students. It connects them with recruiters and provides clear calls to action, encouraging them to learn more about your programs. Just look at successful athletic programs—they dominate social media because they understand it's where young people make decisions. By consistently sharing performances, student testimonials, behind-the-scenes content, and interactive Q&As, you can build a compelling presence. And the more prospective students engage with your content, the more likely they are to take the next step.

“Bring the Bar to You” – Create an Experience

My wife and I saw Thomas Rhett on his 2022 "Bring the Bar to You" tour. The tour name comes from his song "Bring the Bar," which is about bringing a night-out experience directly to someone's home. This concept makes for a perfect metaphor in student recruitment. Rather than waiting for students to visit your campus, bring your campus to them through performance groups, play excerpts, and art showcases. Focus on areas where you already have student interest and brand awareness—this will naturally improve engagement (more on this in a future post). Go beyond traditional campus visits by taking immersive experiences on the road: pop-up performances, interactive workshops, and faculty-led masterclasses in key recruiting regions. While this represents an investment, it's one that strengthens brand awareness and drives enrollment.

Conclusion

While arts programs may not have the same resources as athletics, adopting their recruiting mindset matters just as much as having a big budget. By following athletics' example—focusing on early engagement and creating memorable experiences—arts programs can revolutionize their talent recruitment. Because ultimately, successful recruiting doesn't just inform—it inspires.

How are you engaging with prospective students?