Episode Details

Hosts Seth Odell and Mallory Willsea tackle one of the most pressing questions in higher education today: What do students and families actually care about in 2025? With application season in full swing and yield season just around the corner, institutions must understand what’s driving enrollment decisions. Spoiler alert—it’s all about proof, not just promises. From career outcomes to tuition transparency and campus safety, Seth and Mallory break down the key factors influencing students and families today and offer actionable insights for enrollment marketers.

Key Takeaways

• Career outcomes matter more than ever. Families want clear data on job placement, salaries, and internship opportunities.
• Tuition clarity is critical. Hidden fees and confusing financial aid packages frustrate families—transparency is key.
• Campus visits are happening later. More students are applying before visiting, making early digital engagement even more important.
• Safety and security concerns are evolving. From campus protests to natural disasters, families are considering new factors in their decision-making.
• Parents need more direct engagement. Many schools still fail to communicate effectively with parents, even though they play a major role in the decision.

What Are Students and Families Prioritizing in 2025?

How Important Are Career Outcomes in Enrollment Decisions?

It’s no longer enough to promise a “transformative college experience”—families want proof that their investment will pay off. One of the biggest factors influencing enrollment decisions in 2025 is what Seth calls the perceived probability of professional success. In simple terms, students and parents are asking: Will this degree help me land a good job?

The data shows that families are looking for clear, tangible indicators of career success, including job placement rates, median salaries of graduates, and access to internships. Schools that can’t provide this information—or fail to present it in an accessible way—risk losing prospective students to competitors who do. Institutions like Georgia State University are leading the way with tools like Stepping Blocks, a digital career platform that connects students with real employment data. For enrollment marketers, the takeaway is clear: don’t just highlight academic programs—showcase the career outcomes that come with them.

Why Is Tuition Transparency More Critical Than Ever?

Sticker price has always been a concern, but in 2025, families are demanding a new level of clarity around total cost. Many schools advertise a base tuition rate, but fail to account for hidden expenses like housing, meal plans, lab fees, and textbooks. This lack of transparency creates frustration and confusion, especially for first-generation students who may have limited guidance in navigating financial aid.

Schools like the University of Dayton and UNC Chapel Hill are setting a new standard by guaranteeing fixed tuition rates for four years. This approach eliminates uncertainty and reassures families that costs won’t unexpectedly increase. Even if your institution can’t freeze tuition, Seth and Mallory emphasize the importance of simplifying how costs are communicated—avoid complex unit pricing, break costs down by semester or year, and make it easy for families to understand net price after financial aid.

Why Are Campus Visits Happening Later in the Decision Process?

A major shift in student behavior post-COVID is the timing of campus visits. Traditionally, students toured schools before applying, using the in-person experience to determine fit. Now, more families are delaying visits until after acceptance, often making final decisions based on financial aid offers before ever stepping on campus.

This shift is especially challenging for private institutions that rely on emotional connection