Understanding the Student Recruitment Funnel: Step 2 – The Applicant

Applicants represent the third stage of the Student Recruitment Funnel. At this stage, students are no longer browsing—they’re selecting universities and beginning their applications.

Who Are The Applicants?

Applicants have shortlisted universities based on logistics and academics. Now, their focus turns to demand and complexity of the application process. They also begin to consider their emotional and social fit—Will I belong here?—making engagement crucial. Without a sense of connection, students may deprioritize a university.

Applicants need more than rankings and brochures; they need to picture themselves on campus. Universities that recognize this and build relationships through targeted outreach will see higher application conversion rates. Personalized content, such as student testimonials and real-life campus experiences, can reinforce their decision.

How Do Applicants Gather Information?

At this stage, students expect direct, relevant communication. Generic messages won’t work. They want transparent, easily accessible information, particularly through live engagement. Universities like the University of Toronto offer virtual Q&As where applicants connect with admissions officers. Meanwhile, the University of Oxford provides clear, step-by-step application guides and direct international student support. The entire application process should be centralized on one portal to make the life of the applicant as easy as possible, reducing stress and anxiety.

Key Considerations for Applicants

Applicants now face immediate concerns, in particular visa requirements and document submission. Their top priority is speed and efficiency in application processing. Slow response times create uncertainty, leading to drop-offs.

A study on UK universities found that flexible admissions policies did not increase application rates, while fast processing and clear guidance had a direct impact. Universities must prioritize quick responses to inquiries, automated application status updates, and structured support to keep applicants engaged. Speed is a competitive advantage.

How Can Universities Engage Applicants?

Engagement  in this stage is split into two: reactive and proactive.

Reactive engagement refers to the speed at which a university can process an application, update the applicant on their progress, and satisfy any queries they may have. Universities that excel in the efficiency of their reactive engagement are far less likely to see mid-application dropouts.

Proactive engagement refers to the ability of the university to convey what life will really look like on campus. Now is the chance to begin forging an emotional and social connection for The Applicant to your university. Here are the best ways to go about doing so:

• Event & Society Previews: Send personalized emails showcasing student events happening now and societies. Even though The Applicant can’t yet attend/join these events/societies, this information will help them envision their future outside the classroom at your university, once enrolled. The University of Manchester “What’s On” guide is a good example of a university doing this effectively.
• Future Event Awareness: Highlight key experiences like Freshers’ Week and orientation fairs that The Applicant will attend if enrolled. Giving actual dates here makes the prospect of enrolling in your university feel more tangible - The University of Glasgow publishes its Freshers’ calendar early to build excitement.
• City & Student Life Insights: Share city guides covering transport, nightlife, cost of living, food/restaurants and culture. King's College London offers a tailored “Living in London” guide for prospective students.
• Leverage Social Media for ‘Daily Student Life’ Content: Use Student Ambassadors to create content for social media platforms like TikTok and Instagram under the ‘Day in the Life’ theme. This is where the attention of the current generation of Applicants goes, so meet them where they are and let your current students do the talking.

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