Stop Saying "World-Class Faculty": 3 Ways to Improve Your Recruitment Story This Fall

Every campus says it has a close-knit community and world-class faculty, but prospective students have learned to scroll past all of it. In this episode, Jarrett Smith, Scott Rhodes, and Jeff Kallay each share one practical move to make before the next recruitment cycle. Jarrett challenges teams to replace adjectives in marketing copy with concrete evidence, Scott sends enrollment leaders out to learn what students are actually doing on campus, and Jeff asks teams to rework campus visit communications for yield. Key Takeaways Swap Adjectives for Evidence: "Personalized education" becomes an advisor every student meets before registering. "Great location" becomes a 12-minute train ride to downtown internships. Specifics also give AI tools something real to repeat about your institution. Ask Better Questions to Get Better Copy: Prompting faculty to describe what students will be able to do with their hands or minds by graduation produces concrete detail that vague summary phrases hide. Learn What Students Actually Do: Time with faculty, student affairs, and students over the summer surfaces small campus traditions and authentic language that rarely make it into leadership meetings or marketing copy. Give Visit Communications a Yield Tone: More families are waiting on application and financial aid decisions before they visit, and for some students orientation is their first time on campus. Visit emails and web pages should reflect that.