Where Should Universities Advertise Their Courses? Strategic Visibility in 2025
Introduction
Competition in the higher‑education marketplace has intensified as the global education sector continues to expand. Research firm HolonIQ (2024) expects total education spending to approach US$10 trillion by 2030, and digital marketing budgets are growing at a 9% compound annual rate (WordStream, 2025).
Despite rising participation rates, there is a disconnect between what universities teach and what labour markets need. A Canadian analysis notes that too many graduates have advanced degrees that do not deliver an economic return; employers struggle to find talent and students often do not know how their programmes align with labour‑market needs (RBC Royal Bank, 2024).
The Cengage Group’s 2025 Graduate Employability Report shows that only 30% of 2025 graduates secured jobs related to their degree, 33% were unemployed, and 48% felt unprepared for entry‑level positions(Cengage Group, 2025; Forbes, 2025).
In this context, visibility and targeted outreach are critical for institutions looking to attract the right students domestically and internationally.
This blog discusses universities’ visibility challenges, examines effective advertising channels in 2025, and highlights how StudyfinderAI can help institutions reach and match with the best‑fit applicants.
Visibility Matters in a Crowded Market
The sheer size of the education sector makes it difficult for programmes to stand out. Digital advertising already exceeds US$667 billion globally and is projected to reach US$786 billion by 2026 (WordStream, 2025).
More than 63% of businesses have increased their digital‑marketing budgets, and 94% of small businesses plan further increases(WordStream, 2025).
Digital presence is essential because Google controls 92% of the world’s search‑engine market(WordStream, 2025). Organic search drives more traffic than any other source for higher‑education websites; Archer Education notes that billions of queries occur each day and organic searches are the largest driver of traffic for universities (Archer Education, 2024).
In an environment where prospective students are bombarded with competing messages, visibility means being discoverable at the moment students begin their search and engaging them across multiple channels.
Universities face unique challenges. Declining high‑school populations and shifting demographics reduce the pool of traditional applicants, forcing institutions to compete fiercely for enrolments.
Northwoods’ digital‑marketing specialists observe that economic factors and demographic shifts have led to a decreased pool of college‑aged students, making it harder for colleges to stand out amid the barrage of online information (Northwoods, 2024). The same article emphasises that a strong digital strategy is crucial because it allows institutions to communicate their value proposition, engage prospective students and drive enrolment (Northwoods, 2024).
Without a coherent strategy, universities risk being invisible to prospective students who rely on search engines and social media for information.
Pain Points: Course Offerings and Market Alignment
Universities grapple with several structural problems that undermine recruitment efforts:
Deciding what to offer: In Canada, researchers note a substantial gap between education inputs and economic outcomes (RBC Royal Bank, 2024). Many programmes have limited relevance to labour‑market needs, leaving graduates under‑employed. The OECD’s 2024 report on upskilling and reskilling highlights that governments should develop national strategies to guide higher‑education institutions and align upskilling and reskilling provision with labour‑market needs (OECD, 2024). Universities must review programme portfolios and embed skills such as digital literacy, artificial intelligence and sustainability.
Understanding capacity and teaching resources: Staffing shortages and skills gaps persist. The Cengage report reveals that 71% of employers again require degrees for entry‑level roles, yet nearly half of graduates feel unprepared (Forbes, 2025). This underscores the need for universities to invest in faculty training and industry partnerships so that teaching reflects current practices.
Where to advertise and how to reach the right students: Prospective students begin their search online. Archer Education notes that online content saturation is at an all‑time high, and competition in higher education is intensifying (Archer Education, 2024). At the same time, face‑to‑face interactions remain the most effective recruitment tool for private and public institutions, according to RNL’s 2025 Marketing and Recruitment Practices report (Ruffalo Noel Levitz, 2025). Institutions must therefore blend digital reach with authentic human engagement.
Sourcing quality leads and choosing partners: Marketing benchmarks show that higher‑education marketers spend about US$140 per inquiry and US$2,849 per enrolled student (Search Influence, 2025). Such costs make it imperative to focus resources on high‑intent prospects. Universities often lack clarity about which channels produce quality leads, leading to wasted investment.
Adapting courses to evolving needs: The OECD stresses that as technology and decarbonisation evolve, workers need new competencies, and higher education must provide responsive, high‑quality upskilling and reskilling opportunities (OECD, 2024). Without timely programme updates, institutions risk delivering outdated curricula and losing relevance.
Search Engine Optimisation and Website Excellence
Search engines remain the primary gateway for prospective students. Archer Education emphasises that search optimisation, including webpage speed, page titles, headings, URL structure, link building and content, plays a central role in generating student leads (Archer Education, 2024). To maximise visibility, universities should:
Map the student journey: Understand how prospective students progress from awareness to decision. Tailor content to each stage and align keywords with search intent (Archer Education, 2024).
Optimise technical and on‑page factors: Ensure mobile‑friendly design, fast load times and accessible navigation. Google’s helpful‑content updates prioritise expertise, experience, authority and trust (E‑E‑A‑T) (Archer Education, 2024).
Use long‑tail keywords and local SEO: Prospective students often search for specific programmes or locations. Align content with those terms to capture niche queries.
Measure and refine: Northwoods recommends establishing robust measurement frameworks that set clear goals, track key performance indicators and use analytics to refine strategy (Northwoods, 2024). Data‑driven insights help allocate budgets to the most effective channels.
Social Media, Video and Student‑Generated Content
Digital channels are not just about websites. Social media and video are crucial for reaching and engaging students. Video marketing is now mainstream: 89% of businesses use video and 95% consider it essential (Wyzowl, 2025).
Live‑action and animated videos dominate, with explainer videos, social media clips and testimonials being the most popular formats (Wyzowl, 2025). Universities should prioritise authentic storytelling and student‑generated content. Northwoods highlights that prospective students value authenticity and want to see real stories rather than polished marketing messages (Northwoods, 2024).
RNL’s 2025 recruitment report notes that personalised videos are among the top three most effective recruitment strategies across institution types, demonstrating that tailored content resonates (Ruffalo Noel Levitz, 2025). Text messaging has also become a crucial communication channel, enabling quick Q&A sessions (Ruffalo Noel Levitz, 2025). Universities should integrate video and messaging into their funnels, using analytics to personalise outreach.
Paid social media advertising remains powerful. However, successful campaigns avoid over saturation and deliver relevant content at reasonable frequency (Northwoods, 2024).
Partnerships, Lead Quality and Official Portals
Quality leads come from strategic partnerships and targeted outreach. RNL’s report emphasises that while digital innovation has transformed recruitment, face‑to‑face interactions, campus tours and mini‑sessions, remain the most effective tools (Ruffalo Noel Levitz, 2025).
Universities can strengthen recruitment pipelines by partnering with high schools and community organisations, co‑hosting workshops and promoting programmes through trusted counsellors. Internationally, collaborating with reputable education consultants and participating in global fairs helps reach diverse candidates.
Digital advertising should be data‑driven. Strategies such as geofencing, search engine marketing and retargeting allow institutions to reach prospective students in specific locations or those who have previously engaged with their content.
Embedding request‑for‑information (RFI) forms within interactive experiences and deploying AI‑powered chatbots provide immediate answers to prospective students (Ruffalo Noel Levitz, 2025) and capture high‑quality leads.
Future Outlook: Staying Ahead of Student Recruitment
The future of student recruitment lies in agility and adaptation. Technology and decarbonisation are reshaping labour‑market demands. The OECD notes that successful digital and green transitions require workers to develop new competencies (OECD, 2024).
Universities that embed upskilling and reskilling into their programmes and use data‑driven marketing will remain competitive. They should regularly audit curricula, gather labour‑market intelligence and involve industry partners in curriculum design.
Digital tools such as AI chatbots and adaptive content will become standard, improving personalisation and reducing recruitment costs. Institutions that adopt an omnichannel strategy - combining SEO, social media, video, partnerships and human engagement, will stand out in the crowded marketplace.
Conclusion: Why StudyfinderAI Matters
Finding and reaching the right students is both a challenge and an opportunity. Visibility requires more than placing ads; it demands data‑driven strategy, authentic storytelling, targeted partnerships and continuous adaptation.
StudyfinderAI is designed to address these challenges. Its AI‑powered platform helps universities list programmes, match with qualified students and optimise the warm-lead generation. By partnering with StudyfinderAI, institutions can enhance their visibility, attract applicants who align with their mission and adapt quickly to evolving market needs. To learn how StudyfinderAI can improve your recruitment strategy, schedule a consultation today.
I hope you found value in this extensive article! The education market is changing, early adopter institutions will rule the market, get the most motivated and dedicated students, while old fashioned institutions will fall behind in the ever-changing landscape of technology, education and innovation.
For reference and further reading, find the cited authors below.
References
Archer Education. (2024). 7 SEO strategies for higher education in 2025. https://www.archeredu.com/hemj/seo-for-higher-education/
Cengage Group. (2025). 2025 Graduate Employability Report. Cengage Group. https://www.cengagegroup.com/about/press/cengage-group-2025-graduate-employability-report
Forbes. (2025). As skills gap grows, job market for college grads hits five‑year low. Forbes Media LLC. https://www.forbes.com/sites/michaeltnietzel/2025/09/10/new-report-as-skills-gap-grows-job-market-for-college-grads-at-5-year-low/
HolonIQ. (2024). Global education outlook 2025. HolonIQ. https://www.holoniq.com/notes/2025-global-education-outlook/
Northwoods. (2024). Key digital strategies for higher ed marketers in 2025. Northwoods Web Solutions. https://www.nwsdigital.com/Blog/Key-Digital-Strategies-for-Higher-Ed-Marketers-in-2025
OECD. (2024). Promoting green and digital innovation: The role of upskilling and reskilling in higher education(Education Policy Perspectives No. 103). OECD Publishing. https://doi.org/10.1787/feb029df-en
RBC Royal Bank. (2024). A smarter path: The case for postsecondary education reform. RBC Thought Leadership. https://www.rbc.com/en/thought-leadership/the-growth-project/a-smarter-path-the-case-for-postsecondary-education-reform/
Ruffalo Noel Levitz. (2025). The evolution of college recruitment: What’s working in 2025. Ruffalo Noel Levitz. https://www.ruffalonl.com/blog/enrollment/the-evolution-of-college-recruitment-whats-working-in-2025/
Search Influence. (2025). 66 higher education marketing stats [2025]. Search Influence. https://www.searchinfluence.com/blog/66-higher-education-marketing-stats-2025/
Wyzowl. (2025). Video marketing statistics 2025. Wyzowl. https://wyzowl.com/video-marketing-statistics/
WordStream. (2025). 180+ strategy‑changing digital marketing statistics for 2025. WordStream. https://www.wordstream.com/blog/ws/2022/04/19/digital-marketing-statistics
Suggested further reading
OECD. (2025). Education at a glance 2025: OECD indicators. OECD Publishing. https://www.oecd.org/education/education-at-a-glance/
All the best,
