Addressing the top three challenges facing higher education marcomm this year: Opinion

Marketing and communications in postsecondary education will need to navigate the shift to direct admissions, employee recruitment and retainment, and artificial intelligence in 2023, writes Mallory Willsea for Inside Higher Ed. Willsea discusses these three major challenges in further depth, explaining that US postsecondary institutions are increasingly offering direct admission programs where institutions apply for students. She also predicts that teams will face a shortage of qualified employees, making it imperative that they develop ways to retain their top talent. Finally, Willsea discusses how artificial intelligence creates more opportunities to reduce costs while ensuring that recruitment, marketing, and engagement efforts are more efficient, which may help to overcome staffing shortage issues.