Connect, don’t coach: The secret to unlocking deeper candidate engagement

When it comes to recruiting graduate students, our instinct is often to lead with rankings, faculty accolades, and program highlights. But here’s the thing: people generally don’t remember what you said — they remember how you made them feel.

Connection comes first.

Before you start “coaching” prospects on your program or university, take a step back. Listen. Ask questions. Find points of personal connection. Maybe it’s shared workplace experiences, professional ambitions, or even curiosity about trends in their field. This is the human side of recruitment — where trust is built and engagement deepens.

How does this work? First, resist the urge to sell. The first conversation is not about your institution’s stats; it’s about understanding the candidate. What motivates them? What challenges are they facing in balancing work, life, and learning? What matters most to them professionally and personally?

When you focus on making a connection:

• Trust forms naturally. Candidates sense authenticity, not a sales pitch.
• Insightful guidance becomes possible. Listening first allows you to later present your programs in ways that truly matter to them.
• Engagement is stronger. Conversations are more thoughtful, meaningful, and memorable.

This connection-first approach makes a huge difference, especially with working professionals. When candidates feel understood, their questions are sharper, their engagement is higher, and the decisions they make are informed, not rushed.

The mantra is simple: connect first, coach second. Start with people. Find common ground. Build trust. Only then does the program, ranking, or faculty research really resonate.

Graduate student recruitment is far more successful — and rewarding — when you focus on fostering relationships, understanding ambitions, and creating opportunities for growth. Connection is the first step, and it changes everything.