If you arrived at this post attracted by the idea of the humanist vision presented in the title, you probably already know that attracting students the old-fashioned way is to bet on a strategy that no longer works, right?
Over the years, following the changes that the advancement of technology has brought about in society, the process of attracting students to colleges has been transformed. In recent years, the acceleration of digital transformation — especially during and after the pandemic — has reshaped the way students interact with educational institutions.
Today, engaging students requires more than just personalized communication: it requires data-driven decisions, automation tools, and omnichannel strategies that respect the human experience while leveraging intelligent technologies.
What you will see in the post:
Do you want to better understand the importance and know how to adopt humanistic strategies to capture students for your institution? So go ahead with reading the post!
The humanist vision is an idea that is gradually gaining ground in the world of business and marketing and, therefore, in higher education institutions.
It is about adopting a truly more humane approach in the treatment and relationship with students and potential students, and also with all the agents that are part of the cycle of an Educational institution. In addition to a more active stance on social responsibility and other relevant principles.
Concerning attracting students to colleges, the humanistic view is what allows the lead attraction process to be based on the interests and needs of students.
And that also promotes a rapprochement between the parties through effective communication and the offer of something that adds value, such as the use of educational content (which will be discussed below).
Caption: Attracting Audiences with Inbound Marketing.
The internet has changed the way consumers relate to companies and brands. And this also applies to the relationship between students and educational institutions, especially higher education institutions, which tend to dialogue directly with their main audience.
One Educational institution who resists adopting new strategies and sticks only to traditional communication and marketing channels and strategies, it is difficult to stand out from the crowd and gain the attention of the students they want to turn into their students.
In addition to knowing what to communicate (what information to pass on), you need to know how to communicate and what strategies to follow so that this information is welcomed and understood by your audience.
The humanist vision allows your institution to consider the needs and preferences of students and then develop more efficient and assertive actions and campaigns.
One of the biggest enablers of this human - centered personalization is artificial intelligence applied to education. AI can help institutions identify behavioral patterns, predict student needs, automate tailored messaging, and enhance user experience — all while keeping empathy at the core of communication.
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More than communicating the offer of graduation or postgraduate courses, an Educational institution needs to know how to add value to your audience, make yourself relevant to them, and then attract and convert them.
We live in the era of digital information and, therefore, producing and making available educational content is a powerful strategy for attracting and engaging an audience in an Educational institution, contributing to the recruitment process.
Having a blog or developing e-books that address topics relevant to students is a way of presenting the educational institution to them, offering, from the first contact, something that is useful to them and that contributes to meeting their needs.
Additionally, institutions are increasingly using podcasts, webinars, and short - form videos (such as Reels and TikToks) to deliver value and generate engagement. These formats align with the media consumption habits of digital-native students, creating meaningful touchpoints across their decision journey.
At the time of selection, you have a better chance of recruiting students from Educational institutions who manage to establish a connection and contribute to their information even before their decision and registration.
Remember: adopting a humanist approach also means respecting students’ privacy. Institutions must follow data protection laws such as CCPA in California or LGPD in Brazil, ensuring transparency and consent in all data collection and communication efforts.
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A humanist approach means treating students as individuals, not just numbers or leads. It emphasizes empathy, active listening, and a deeper understanding of students’ needs, challenges, and goals. In recruitment, this translates to offering relevant, supportive, and personalized communication that builds real relationships throughout the student journey.
Traditional tactics like generic ads, mass emails, and rigid communication no longer resonate with modern students. Digital transformation has shifted expectations — students now seek personalized, real-time, and value-driven interactions with institutions that understand their context and offer more than just course catalogs.
By understanding student motivations and using data and empathy together, institutions can deliver relevant content, helpful resources, and timely support. This not only increases conversion rates but also builds long-term trust and engagement, making students feel valued even before enrollment.
AI enhances the ability to personalize communication at scale. It can analyze student behavior, predict preferences, and automate messages tailored to each lead — all while allowing marketers to focus on empathy and human connection. The result is scalable personalization with a human touch.
Educational content such as blog posts, e-books, webinars, podcasts, and short — form videos are great tools. They provide value before the student enrolls and position the institution as a helpful and relevant authority. This content builds awareness, answers questions, and nurtures trust along the decision-making journey.
Respecting privacy is fundamental to showing care and building trust. By complying with regulations like CCPA or LGPD and being transparent about how student data is used, institutions prove they prioritize students’ rights and well — being — which is essential in a human-centered strategy.
When you offer helpful content early on — whether through articles, guides, or videos — you engage leads with something meaningful. This positions your institution as a resource, builds rapport, and increases the chances of conversion, especially when that content is aligned with the student’s needs and interests.
This combination results in more efficient processes, smarter targeting, and stronger emotional connections. While tools like automation and AI optimize reach and timing, humanism ensures that every interaction feels genuine and caring — turning cold leads into loyal students.