In today’s world, it takes almost constant attention to understand the impact ever-changing search engine algorithms have on top search results, he says. In addition to analyzing and adapting to shifts in search engine algorithms, RNL also works with schools and programs to ensure their digital marketing connects with students on the platforms and channels they use.

Since 2021, RNL also has invested in research to learn more about how both graduate and online students search for academic programs and the most important decision-making criteria among these students. The RNL national research agenda alternates surveying graduate students from all formats one year, and fully online undergraduate students the next.

From the 2023 graduate student study, RNL learned that the graduate market has moved from one dominated by Generation X/Millennials to one dominated by Millennials/Generation Z. According to the 2023 study, Generation Z students now outflank Generation X students with Millennials comprising 65 percent of the market, says Jeffe. Schools and programs take note: Generation Z comes with new expectations that influence their decision-making.

In response to the question, what does a slower than expected response signify to you, 46 percent of survey respondents said it means that “they are not important to that program.”

“They’ve grown up in a tech-enabled, personalized world, and that has a pretty big impact on what they expect in all their interactions – including the recruitment process,” Jeffe says. “They expect speed, personalization, and customization, which really does make for a different experience that institutions need to take into account.”

Research also showed that online education continues to gain steam. RNL’s 2024 survey sample (including students currently enrolled in an online program, enrolled in the last year of an online program, or intending to enroll in the next year) were asked how they would rate the quality of the online learning experience to past classroom experiences. Both undergraduate and graduate online students responded in exactly the same way: Nearly 40 percent indicated it was better, 42 percent as good, and 18 percent not as good. The survey also indicated preference for synchronous online sessions.

“What this says to me is that when students find the right online program, it can be just as good if not better than a classroom program,” says Jeffe. Perhaps even more interesting, the report also presents responses to a follow-up question that asked why it was either better or worse.

To address the changing needs of schools and programs, RNL continues to add innovative solutions that align with what students tell them in their surveys. Its recruitment offerings now include a transcript retrieval service, which takes away the hassle for students of gathering their transcripts during the application process. In digital marketing, RNL can now filter out a large proportion of junk leads and spam, dramatically increasing the number of actionable leads to schools.

Developing artificial intelligence (AI) solutions represents another major initiative for RNL. The company already has launched two new AI-driven products with a third coming soon.

A digital assistant tool, RNL Compass integrates its chat with the school’s customer relationship management (CRM) system, making campus visit scheduling, alumni event scheduling, and academic program consulting easier for all. Available anytime for students, families, and alumni, RNL Compass differs from traditional chatbots by using generative AI combined with a large language model that is trained to engage in each universities’ unique voice, allowing it to consider the whole conversation and context, produce command sequences, and generate responses dynamically.

With RNL Insights, staff can have a conversation with their CRM, posing questions about data using a proprietary chat tool combined with generative AI-driven data analysis, and instead of wading through reports or viewing multiple dashboards, receive answers quickly. RNL Insights can combine the information from up to three different data sources to analyze current student search campaigns or identify and make actionable recommendations on how to improve enrollment and giving trends, for example.

Soon to be launched, RNL Answers mines institutional information to deliver information, analysis, content, and more for faculty and staff. This customized AI tool offers a secure, private environment that can evaluate applications and student essays based on an established rubric, craft personalized responses to student inquiries, or streamline complex employee benefit queries during open enrollment, among other tasks.

For institutions seeking guidance on establishing AI governance frameworks, developing AI policies, and providing foundational AI training for faculty and staff, RNL also is rolling out AI Governance and Training Consulting programs this month that are designed to build confidence and expertise in AI tool utilization.

AI increasingly will play a role in helping institutions succeed as population changes begin to impact higher education more dramatically, says Jeffe.

“As we get to the demographic cliff next year, leveraging those insights to make sure every dollar is being spent in the most effective way possible is going to be monumentally important.”

RNL will continue to share its research with EMBAC members. Last year, it presented research findings on graduate business students to members at the EMBAC Conference.

Jeffe has enjoyed working with EMBAC members, learning more about the industry, and seeing the application of RNL’s strengths to enhance recruitment and bolster program offerings. “To realize the variety of EMBA Programs across the world has been fascinating,” he says.

RNL is in a position to help graduate degree programs efficiently and effectively navigate the fast pace of change, he says.

“We’re an organization that thinks with data and helps institutions maximize their thinking with data, and that is increasingly important and valuable to institutions.”

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