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How to build long-term relationships with applicants
Building strong, lasting relationships with student applicants takes more than matching them to a course. It is about understanding their journey, supporting their dreams, and showing that you truly care about their future.
In this article, we will explore practical ways to connect with students on a deeper level, build trust, and create meaningful relationships that last beyond the initial application process.
Start with the student’s story, not just the application
Every student has a story to tell, and that story should take precedence over any course or location. Put your students first, and they will tell your story to other would-be applicants.
Take time to understand their dreams
Students are more than their application forms. Before focusing on matching them to a course, take a step back. Listen closely to what they say, and just as importantly, to what they hesitate to say.
For instance, a student applying for a business degree might secretly dream of a career in the arts. Asking simple, open questions like “What truly excites you?” or “Where do you see yourself in five years?” can lead to powerful conversations.
When you take time to understand their goals, your support becomes more than just advice. You are helping them build a future that reflects who they really are.
Build trust with clear and honest communication
Trust is the foundation of any strong relationship. With students, trust starts when they feel heard, respected, and well-informed.
Keep students updated every step of the way
Applying to study can be overwhelming. Uncertainty creates anxiety. A simple message, “Your application is being reviewed, we will update you by Friday” can ease their worries.
Even when there is no new information, a check-in shows you care. If there is a delay, let them know. Students remember the way you treat them. Honest, respectful communication leaves a lasting impression, whether they receive an offer or not.
Be honest, even when it is hard
Honesty builds respect. If a course is not the right fit, explain why with care. For example, “This programme requires strong maths skills, and your background suggests another route may suit you better.”
Kindness and clarity go hand in hand. Students appreciate the truth, even if it is not what they hoped to hear.
Support students beyond the application stage
Strong relationships are not built in a day. They grow when students feel you are a true partner in their journey, not just someone filling a place.
Be a supporter, not just a recruiter
Even if you cannot offer a place right now, there are still ways to help students:
- Offer clear, constructive feedback on their application.
- Suggest practical steps to strengthen their personal statement or subject knowledge.
- Share information about future courses, events, or resources that match their interests.
These small actions show students that you care about their development, whether they are accepted today or in the future.
Stay in touch after the offer is accepted
The relationship should not end once a student accepts an offer. Staying connected shows genuine care.
Follow up and show continued interest
Many recruiters lose contact after the application is complete. A simple follow-up, “How is your first month going?” can make a world of difference.
Ask how they are settling in, whether they feel the course is what they expected, and if they need any support.
When students feel supported beyond day one, they are more likely to stay engaged and recommend you to others.
Use technology thoughtfully to stay connected
Digital tools can make it easy to stay in touch, but they should never feel cold or automated.
Send personal, relevant messages
You do not need to message every week, but when you do, make it count:
- Address them by name
- Mention something you spoke about before
- Share opportunities that reflect their goals
These thoughtful touches make students feel seen and valued, not just another name on a list.
Personalise every interaction
A student may not remember every conversation, but they will always remember how you made them feel.
Make it personal
Take time to mention a personal detail or a past conversation. It could be as simple as: “You told me you’re passionate about community work, this opportunity made me think of you.”
These small moments build trust and show that you are listening and that you care.
Final thoughts
At the heart of great student recruitment is respect, care, and a long-term view. Not every student will enrol straight away, but every interaction leaves a mark.
The best recruiters listen, guide, and stay in touch, even when there is no place to offer. This approach builds trust, loyalty, and a reputation that lasts.
It is not just about filling seats today. It is about showing students they matter, every step of the way.
If you want more tips on building global student recruitment strategies, you might enjoy this article on boosting international outreach. Let us continue to learn and grow together.
