Enrollment Shifts and Global Strategy: How U.S. Institutions Are Adapting in 2025

U.S. higher education is going through big changes in 2025. Demographic shifts, rising expectations from students, and political uncertainty are forcing schools to rethink how they attract and support students, especially internationally.

To explore these challenges and opportunities, Keystone Education Group recently hosted a webinar featuring three leaders in enrollment strategy:

Christopher Connor

Vice President for Enrollment Management, University at Buffalo

Dr. Balaji Krishnan

Vice Provost, International Affairs, The University of Memphis

Christopher Johnson

Head of Global Partnerships, Arizona State University

Their discussion revealed how institutions are adapting to today's shifting landscape. Here are the key insights for universities and partners looking to thrive in this new reality.

Looking beyond borders: How domestic trends are opening global doors

Birth rates are down, fewer students are heading straight to college, and many are questioning the value of a degree. As Dr. Krishnan said, we’re now working in “a smaller market” where “more questions are being asked.”

Students are staying closer to home, choosing regional schools, or skipping college altogether. That means schools need to get creative.

Regional shifts and new recruitment patterns

Not all parts of the country are experiencing these shifts the same way. Schools in the South and Midwest are seeing some growth, while traditional hubs like New York and California are facing declines.

This is forcing many institutions to rethink recruitment geography and view domestic and international enrollment not as either/or but as part of a holistic strategy.

Connor emphasized the importance of a “360-degree view of all populations”—undergraduate and graduate, domestic and international—to build sustainable enrollment.

As Johnson noted, most people still want a degree. The challenge is delivering it in ways that work for today’s students.

Election year jitters

The 2025 U.S. presidential election added a layer of unpredictability for enrollment teams. Policy decisions around visas, work authorization, and immigration directly affect international student mobility.

Institutions are watching closely and preparing for multiple scenarios. As the panel described, it’s been a “roller coaster ride” of waiting to see what comes next.

Rising global competition

The U.S. is no longer the only major player in global higher education. Countries like Canada, Australia, France, and Germany are stepping up with national strategies that make them attractive to international students, offering clearer post-graduation pathways and sometimes better ROI.

While China and India remain key recruitment markets, institutions can’t rely on them alone. Today’s successful recruitment strategies are more diversified and region-specific.

As Johnson put it, what’s needed now is a mix of “innovation and imagination”— paired with strong, localized outreach.

🎧 Want to dive deeper into this topic? Tune into our recent podcast episode, “How Higher Education is Transforming in the U.S.” featuring John F. Clarke, Inaugural Dean of the School of Business and Leadership at DePauw University.

What today's students really want

Today’s students (and their families) are laser-focused on outcomes. Prestige isn’t enough, they want to know their education will pay off, especially in terms of career readiness and long-term earnings.

As Dr. Krishnan shared: “Education is still the silver bullet that can transform one individual’s trajectory.” But schools have to prove that transformation is real and achievable.

Financial transparency matters

Financial transparency has become increasingly important. Students today expect clear information about the true cost of attendance. They want to understand how financial aid works and what they can realistically expect to pay. As Connor noted, being open about the ‘true cost’ early in the process plays a crucial role in building trust.

Targeted marketing approaches

The most effective recruitment approaches now recognize that different programs appeal to different markets and require tailored marketing strategies. A one-size-fits-all approach to program promotion is increasingly ineffective. 

Forward-thinking institutions are developing more targeted messaging that reflects what specific audiences care about, whether it’s flexibility, career outcomes, or campus culture, all while staying true to their values.

How universities are rolling with the changes

The real winners won't be schools with the biggest budgets or fanciest names. Instead, success will come to those who genuinely understand what today's students want and can roll with the changes happening around the world.

Having a great plan matters, but actually making it happen is what counts. Smoothing out the bumps in your recruitment and enrollment journey can really boost your student numbers. When processes are clear and quick and communication is on point, students stay engaged from start to finish.

 At the end of the day, it's about trying to lower the barrier for the student.

- Dr. Krishnan

Schools that really shine will blend smart data insights with a genuine human touch. While keeping an eye on the big picture trends is key, it's just as important to connect with students personally, listening to their unique concerns and tailoring your approach to make them feel valued and understood.

📚 For more perspective on the changing dynamics of U.S. higher ed, check out our blog post, “International Education in the USA: The Questions We Need to Ask.” It dives into the critical issues shaping international recruitment and what institutions should be considering in 2025 and beyond.

Building for Long-Term Success

Most importantly, international recruitment works best when schools commit to it for the long haul, not just as a quick fix when enrollment dips. Building a strong international student base takes ongoing investment in relationships, proper systems, and quality support services that truly meet students' needs.

The future of U.S. higher education isn't about picking domestic or international students. It's about creating smart strategies that work for all types of learners while staying true to what each school stands for and keeping finances healthy. Schools that put value, honesty, and student needs first are the ones setting themselves up for success in our fast-changing world.

Discover deeper insights and catch the full webinar anytime, on demand: ⤵️