by: Mine Racho

In a recent DVE Solutions webinar hosted by Emma Lawrence, education innovator Rob Malicki explored how technology, authenticity, and storytelling are reshaping student recruitment. Opening with a striking demonstration of AI-generated digital twins, Malicki highlighted the challenges of maintaining trust and authenticity in an era of rapidly advancing artificial intelligence. He noted that recruitment has evolved from static brochures and open days to hyper-personalized, AI-driven engagement, where students expect instant, tailored responses. His platform, Choosing Your Uni, uses AI to match prospective students with the most suitable fields, courses, and institutions—addressing the confusion many face when navigating higher education options.

Malicki stressed that poor course or institution choice remains a key driver of university attrition, with two-thirds of withdrawals linked to mismatched study decisions. To counter this, he advocates for technology-driven personalization that connects students with the right opportunities from the outset, improving satisfaction and retention. He also underscored the need for authenticity in marketing and social media, urging institutions to embrace honest, transparent communication rather than overly polished branding. Universities that listen and respond to real student voices, he said, can foster greater trust and relevance, while leveraging emerging AI tools like GenSpark and HeyGen to scale engagement without losing integrity.

For equity-group and regional students, Malicki emphasized that education must clearly demonstrate tangible outcomes—career pathways and life improvements that justify the effort and cost. He described storytelling as higher education’s “superpower,” capable of inspiring change when told through authentic student voices and relatable experiences. Platforms like TikTok have shifted engagement toward micro-content and user-generated stories, making real, relatable voices more powerful than traditional marketing. Looking ahead, Malicki envisions universities evolving into “lifetime subscriptions”—institutions that support learners throughout life with continuous education, reskilling, and community connection. Building authentic, long-term relationships with students and alumni, he concluded, is the true future of higher education marketing.

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