Understanding the Student Recruitment Funnel: Step 2 – The Inquirer
Inquirers represent the second stage of the student recruitment funnel. At this stage, they are seeking clarity, reassurance, and engagement. For universities, this presents a crucial opportunity to build trust and provide the right support to guide students towards applying.
Who Are the Inquirers?
Inquirers have already narrowed their choices based on general factors like rankings, location, and tuition fees. Now, they are focused on specifics such as career outcomes, campus facilities, and university partnerships (for study abroad and work placement opportunities). They are highly detail-oriented and seek firsthand insights to ensure they are on the right track.
Inquirers are attending open days, sample lectures, and webinars. They also engage directly with universities through email, live chat, and social media to ask and research specific questions. Universities that offer transparent, timely, and personalized engagement at this stage have the best chance of converting interest into applications.
How Inquirers Gather Information?
Inquirers actively engage with universities through multiple channels, looking for reliable and accessible information. University-hosted events, such as open days, virtual tours, and webinars, provide a direct way to experience campus culture and academic offerings. These events allow them to interact with faculty, current students, and alumni, giving them a clearer picture of life at the institution.
Beyond official university channels, inquirers seek unfiltered insights from students and alumni on social media, forums, and review sites. Platforms like YouTube and Instagram play a key role in their decision-making, as they provide real student experiences that go beyond marketing materials. Research from Global Admissions shows that 55% of students say that direct conversations with current students helped them finalize their decision.
Additionally, direct communication is a major factor. Inquirers expect quick, informative, and personalized responses when they reach out via email, live chat, or admissions hotlines. According to Full Fabric, 78% of students prefer universities that offer personalized engagement opportunities. Universities that provide clear, well-structured, and engaging information are more likely to keep these students engaged and interested.
Key Considerations
At this stage, students are evaluating the finer details that will impact their final decision. One of the most important factors is application and admissions clarity. If students struggle to find clear, step-by-step guidance on entry requirements, deadlines, or required documents, they may drop their application altogether. 58% of students stop considering an application due to difficulty finding clear admissions information. Universities must ensure this information is easy to access, well-structured, and up to date.
Beyond admissions, inquirers also compare campus facilities and resources. They assess study spaces, libraries, student accommodations, and well-being services etc. to determine whether the university meets their academic and lifestyle needs. 81% of students consider campus infrastructure a crucial factor in university selection. High-quality facilities and a well-supported campus experience can significantly influence their final decision.
Finally, students consider study abroad partnerships and work placement opportunities. Many inquirers are looking for global exposure and strong career pathways, making exchange programs, employer collaborations, and internship opportunities a critical factor in their evaluation. 62% of students prefer universities with strong international exchange programs and direct industry links. Universities that clearly showcase these opportunities with case studies and alumni success stories can stand out in a competitive landscape.
How Universities Can Engage Inquirers?
With all this in mind, here are 3 ways universities can attract the attention of an Inquirer and motivate them towards an application.
First, universities must make interaction easy and responsive. Live chat, student Q&A forums, and 1-on-1 consultations allow inquirers to get immediate, tailored responses to their specific questions. Universities should also ensure that their admissions teams are equipped to provide personalized email responses with relevant program details, scholarships, and next steps. Automated chatbots with AI-powered FAQs can also be used to provide instant support outside working hours.
Second, leveraging virtual and hybrid events is key to keeping students engaged. Virtual campus tours with real-time Q&A features, webinars with faculty and alumni, and live student panels allow inquirers to experience the university remotely. These events should be interactive, offering students a chance to ask direct questions and receive honest insights from current students and graduates.
Finally, content accessibility and transparency play a critical role in keeping inquirers interested. Universities should design user-friendly admissions pages with clear step-by-step guidance, FAQs, and downloadable guides. Inquirers are window-shopping universities, and if they struggle to see what is inside, they will move onto the next.