Modern Campus, higher education’s learner-to-earner lifecycle platform leader, today released exclusive insights from a new survey titled, “Adapting Higher Education to Meet the Needs of Today’s Learners.” Conducted in partnership with Higher Ed Dive, the survey offers insights into the effectiveness of higher education institutions in recruiting and retaining students. It also highlights areas where leaders can enhance communication and personalize the online experience for prospective students.

Facing an impending "enrollment cliff" and escalating competition for student enrollment, the survey results provide higher education leaders with clear direction on key focus areas. These insights challenge conventional perspectives on student requirements, especially by revealing a merging of priorities among traditional-age students (18-24) and adult learners. This shift presents an urgent call for institutions to reevaluate and enhance their engagement and support strategies to maintain relevance and effectiveness.

Key Findings

The survey reveals the top educational priorities of traditional-age, higher education students (18-24) include:

• Flexible Scheduling: Traditional-age students increasingly demand the ability to adjust their course schedules to fit around work and personal commitments, a need traditionally associated with adult learners. This indicates a shift towards a more flexible learning environment that accommodates diverse student lifestyles.
• Enhanced Career Development: There is a significant emphasis on the need for better career planning resources. Students want their institutions to provide clearer pathways to career opportunities, including more robust degree planning and career pathing tools. Only a third of the students surveyed feel their schools do an excellent job in this area, which points to a substantial gap in current offerings.
• Effective Communication and Support: While the institutions score well in managing the admissions and enrollment process, students feel less supported once they are enrolled. This finding suggests that ongoing engagement and robust support systems are crucial throughout the student lifecycle, not just at the entry point.
• Personalization of Experience: Students appreciate when their learning experience is tailored to their specific interests and needs. The survey highlights a desire for more personalized interactions and communications from their institutions, reflecting a broader trend towards individualized education.

“The survey findings underscore the evolving expectations of traditional-age students, which now mirror those of adult learners in several respects,” says Meghan Hakey, vice president of marketing at Modern Campus. “They want to have career pathways, and extracurricular and cocurricular activities that set them up for success. This convergence challenges higher education institutions to adapt their strategies to meet these broadened and evolving student needs effectively.”

Hakey adds, “It costs an institution so much less to retain a student than it does to recruit a new one. The key to retaining students is to make sure they have a fruitful experience. And in this survey, students are telling higher ed leaders where schools need to do more.”

Meeting the Needs of Today’s Learners

The Modern Campus report also lays out three practical ways higher ed can adapt to today’s learners. The tips include:

1. Focus on entry and exit pathways: Effective communication of entry and exit pathways, aligned with career outcomes, is essential. Institutions should clarify the return on education for students, demonstrating tangible career and life benefits. Hakey says, “Today’s students want clear guidance on how they can get into a certain school or even a program within that school. They want to know what’s expected of them while they’re there and what post-graduation paths they can pursue when they leave.”
2. Invest in strategic communications: The survey results challenge many stereotypes about Generation Z communication preferences. While email remains a preferred communication channel, the integration of personal touchpoints is crucial. A balanced approach will cater to diverse student preferences and enhance engagement.
3. Emphasize connectedness and belonging: Students want to feel a greater sense of belonging at their institutions. Building a stronger community feeling is vital for retention and student satisfaction. Institutions should focus on both digital and physical spaces to create an inclusive, supportive environment.

For more insights on how higher education needs to evolve to keep up with students’ changing priorities, download the full Modern Campus report: “Adapting Higher Education to Meet the Needs of Today’s Learners.”

Survey Methodology and Respondent Profile

Over 700 students across North America were surveyed. Almost all of the respondents (94%) fell into the traditional 18 to 24-year-old age range.