Adding empathy
to your recruitment communications
Dayana Kibilds
The student journey
Awareness
Students are just starting the college search. They might be eager juniors or procrastinating seniors.
They need quick answers to the top questions (about reputation, programs, location, and cost).
Consideration
Students are reducing their options to the few schools they’re actually going to apply to — a.k.a. the short list.
They’re looking for more detailed information to address their criteria.
Applicant
Students have started their applications, or they’ve completed the applications and are waiting for a decision.
They’re desperate for news and want reassurance that they haven’t missed anything.
Committed
Students have deposited, but they still need to take quite a few steps to make enrollment a reality, including showing up!
They need to know about all the steps they still have to take and also about how to form connections with people on campus.
Evaluation
Students have received offers of admission and now have to choose the one place they’ll commit to.
Here they’re seeking the most in-depth information possible — a.k.a. the test-drive.
So, we send info
Awareness
All of our best rankings
Our high-quality programs
How great our location is
Something about scholarships & bursaries
So, we send info
All of our best rankings
Our high-quality programs
How great our location is
Something about scholarships & bursaries
✔️
Awareness
So, we send info
All of our best rankings
Our high-quality programs
How great our location is
Something about scholarships & bursaries
✔️
✔️
Awareness
So, we send info
All of our best rankings
Our high-quality programs
How great our location is
Something about scholarships & bursaries
✔️
✔️
✔️
Awareness
So, we send info
All of our best rankings
Our high-quality programs
How great our location is
Something about scholarships & bursaries
✔️
✔️
✔️
✔️
Awareness
When we focus on just information,
we miss an opportunity to create connection.
When we focus on just information,
we miss an opportunity to create connection.
We might even push students away.
Empathy creates connection
Source: Georgian College (2022)
Introducing… Empathy maps
THINKING Rational thoughts, like tasks or questions that might come up in the process. | SEEING Channels where students are consuming content that’s related (and unrelated) to the college-going process. |
DOING Activities and responsibilities on a student’s plate, outside the college-going process. | FEELING Emotions that students are feeling about and in parallel with the college-going process. |
*Adapted from Tracy Playle’s The Connected Campus (2020)
Introducing… Empathy maps
THINKING Rational thoughts, like tasks or questions that might come up in the process. | SEEING Channels where students are consuming content that’s related (and unrelated) to the college-going process. |
DOING Activities and responsibilities on a student’s plate, outside the college-going process. | FEELING Emotions that students are feeling about and in parallel with the college-going process. |
*Adapted from Tracy Playle’s The Connected Campus (2020)
Introducing… Empathy maps
THINKING Rational thoughts, like tasks or questions that might come up in the process. | SEEING Channels where students are consuming content that’s related (and unrelated) to the college-going process. |
DOING Activities and responsibilities on a student’s plate, outside the college-going process. | FEELING Emotions that students are feeling about and in parallel with the college-going process. |
*Adapted from Tracy Playle’s The Connected Campus (2020)
Introducing… Empathy maps
THINKING Rational thoughts, like tasks or questions that might come up in the process. | SEEING Channels where students are consuming content that’s related (and unrelated) to the college-going process. |
DOING Activities and responsibilities on a student’s plate, outside the college-going process. | FEELING Emotions that students are feeling about and in parallel with the college-going process. |
*Adapted from Tracy Playle’s The Connected Campus (2020)
Introducing… Empathy maps
THINKING What we need to say | SEEING Where we need to say it |
DOING What we need to consider | FEELING How we create connection |
*Adapted from Tracy Playle’s The Connected Campus (2020)
Funnel x empathy map
What do I know about this school?
Do they have my program?
How much does it cost?
Would I like it there?
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
How long is the wait?
How do I check my status?
How do I complete my app?
When is the deadline?
When will I hear back?
When and where is my first class?
Did I make the right decision?
What if I don't make any friends?
Which clubs should I join?
What’s it really like there?
Will I fit in?
What are actual likely outcomes?
Can I afford it?
How do I prep?
THINKING
SEEING
DOING
FEELING
Awareness
Consideration
Applicant
Committed
Evaluation
Funnel x empathy map
What do I know about this school?
Do they have my program?
How much does it cost?
Would I like it there?
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
How long is the wait?
How do I check my status?
How do I complete my app?
When is the deadline?
When will I hear back?
When and where is my first class?
Did I make the right decision?
What if I don't make any friends?
Which clubs should I join?
What’s it really like there?
Will I fit in?
What are actual likely outcomes?
Can I afford it?
How do I prep?
THINKING
SEEING
DOING
FEELING
YouTube
Billboards
Discord
Signage at sports events
Twitch
Snapchat
TikTok
Apps
Online search
Fairs
YouTube
Billboards
Discord
Online search
Twitch
Snapchat
TikTok
Apps
University sites
YouTube
Billboards
Discord
Online search
Twitch
Snapchat
TikTok
Apps
University sites
University portals
YouTube
Billboards
Discord
Events
Online search
Snapchat
TikTok
Apps
University sites
University portals
YouTube
Discord
Twitch
Snapchat
TikTok
Apps
University sites
University portals
Awareness
Consideration
Applicant
Committed
Evaluation
Funnel x empathy map
What do I know about this school?
Do they have my program?
How much does it cost?
Would I like it there?
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
How long is the wait?
How do I check my status?
How do I complete my app?
When is the deadline?
When will I hear back?
When and where is my first class?
Did I make the right decision?
What if I don't make any friends?
Which clubs should I join?
What’s it really like there?
Will I fit in?
What are actual likely outcomes?
Can I afford it?
How do I prep?
THINKING
SEEING
DOING
FEELING
YouTube
Billboards
Discord
Signage at sports events
Twitch
Snapchat
TikTok
Apps
Online search
Fairs
YouTube
Billboards
Discord
Online search
Twitch
Snapchat
TikTok
Apps
University sites
YouTube
Billboards
Discord
Online search
Twitch
Snapchat
TikTok
Apps
University sites
University portals
YouTube
Billboards
Discord
Events
Online search
Snapchat
TikTok
Apps
University sites
University portals
YouTube
Discord
Twitch
Snapchat
TikTok
Apps
University sites
University portals
Awareness
Consideration
Applicant
Committed
Evaluation
Sports practice
Musical performance
Extracurriculars
Driver’s ed
Relationships
Championships or competitions
Taking care of family
Part-time job
Sports practice
Musical performance
Extracurriculars
Driver’s ed
Relationships
Camps
Championships �or competitions
Taking care of family
Part-time job
ACT/SAT
Studying for finals
Sports practice
Musical performance
Extracurriculars
Relationships
Championships or competitions
Taking care of family
Part-time job
Managing parents’ expectations
Managing parents
Preparing for prom
Relationships
Extracurriculars
Championships or competitions
Taking care of family
Part-time job
Prep for graduation
Hanging out with friends
Saying goodbye
Summer job
Taking care of family
Funnel x empathy map
What do I know about this school?
Do they have my program?
How much does it cost?
Would I like it there?
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
How long is the wait?
How do I check my status?
How do I complete my app?
When is the deadline?
When will I hear back?
When and where is my first class?
Did I make the right decision?
What if I don't make any friends?
Which clubs should I join?
What’s it really like there?
Will I fit in?
What are actual likely outcomes?
Can I afford it?
How do I prep?
THINKING
SEEING
DOING
FEELING
YouTube
Billboards
Discord
Signage at sports events
Twitch
Snapchat
TikTok
Apps
Online search
Dreaming
Options are endless
Hesitant
Introspective
Lack of confidence
Confused
Overwhelmed
Neutral
Fairs
YouTube
Billboards
Discord
Online search
Twitch
Snapchat
TikTok
Apps
University sites
Confused
Anxious
Proud/Disappointed
Attached to friends
Unsure
Worried about making �a wrong decision
YouTube
Billboards
Discord
Online search
Twitch
Snapchat
TikTok
Apps
University sites
University portals
YouTube
Billboards
Discord
Events
Online search
Snapchat
TikTok
Apps
University sites
University portals
Excited
Scared
Attached to friends
Sad or happy about leaving home
Uncertain about next steps
YouTube
Discord
Twitch
Snapchat
TikTok
Apps
University sites
University portals
Desperate
Nervous
Eager
Awareness
Consideration
Applicant
Committed
Evaluation
Sports practice
Musical performance
Extracurriculars
Driver’s ed
Relationships
Championships or competitions
Taking care of family
Part-time job
Sports practice
Musical performance
Extracurriculars
Driver’s ed
Relationships
Camps
Championships �or competitions
Taking care of family
Part-time job
ACT/SAT
Studying for finals
Sports practice
Musical performance
Extracurriculars
Relationships
Championships or competitions
Taking care of family
Part-time job
Managing parents’ expectations
Managing parents
Preparing for prom
Relationships
Extracurriculars
Championships or competitions
Taking care of family
Part-time job
Prep for graduation
Hanging out with friends
Saying goodbye
Summer job
Taking care of family
How students feel
Neutral
Awareness
Consideration
Applicant
Committed
Evaluation
🤩
🤔
😟
🤨
😓
😖
😰
😁
😩
😣
😕
😁
😨
🙁
😌
😐
🥺
How we communicate
🤩
🤔
😟
🤨
😓
😖
😰
😁
😩
😣
😕
😁
😨
🙁
😌
😐
🥺
😄
😄
😄
😄
😄
😄
😄
😄
😶
😶
😶
😄
😄
😄
😄
😄
😄
Neutral
Awareness
Consideration
Applicant
Committed
Evaluation
Consideration
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
Confused
Overwhelmed
Neutral
THINKING
FEELING
😁
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
Confused
Overwhelmed
Neutral
THINKING
FEELING
Consideration
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
Confused
Overwhelmed
Neutral
THINKING
FEELING
Consideration
😉
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
Confused
Overwhelmed
Neutral
THINKING
FEELING
Consideration
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
Confused
Overwhelmed
Neutral
THINKING
FEELING
Consideration
😏
What’s the ROI?
What’s unique about their academics?
Would I fit in?
Could I get in?
Can I afford it?
Confused
Overwhelmed
Neutral
THINKING
FEELING
Consideration
Sports practice
Musical performance
Extracurriculars
Driver’s ed
Relationships
Camps
Championships/ competitions
Taking care of family
Part-time job
ACT/SAT
Studying for finals
DOING
Confused
Overwhelmed
Neutral
FEELING
Consideration
😁
Sports practice
Musical performance
Extracurriculars
Driver’s ed
Relationships
Camps
Championships/ competitions
Taking care of family
Part-time job
ACT/SAT
Studying for finals
DOING
Confused
Overwhelmed
Neutral
FEELING
Consideration
Why should we add empathy?
Empathy is one of the core pillars of trust.
TRUST
Source: “Begin with Trust,” Frances Frei and Anne Morriss, Harvard Business Review, May–June 2020
Logic
I know you �can do it; �your reasoning �and judgment are sound.
Empathy
I believe you care about me and my success.
Authenticity
I experience �the real you.
Trust is the make-or-break difference for brands (that’s you).
Source: Edelman’s Trust Barometer: The Collapse of the Purchase Funnel (2023)
It’s not gut. It’s brand.
So, how do we add empathy?
Feel with them.
Neutral
🤩
🤔
😟
🤨
😓
😖
😰
😁
😩
😣
😕
😁
😨
🙁
😌
😐
🥺
We’re so excited to start this process with you!
It’s okay to not know yet.
You are capable.
It’s confusing, let us clarify.
It’s a lot, focus on these two things.
You’re doing great, we’ll keep guiding you.
Waiting is hard, we know.
Hang in there, things will work out.
Crossing our fingers with you.
We’re ecstatic!
We’re so sorry.
Let’s make a plan together.
Choosing is hard. Maybe our students can help?
Welcome to the crew!
We’ll guide you step by step.
This is a big moment in your life. It’s normal to feel big emotions.
Ready to start this journey with you.
Awareness
Consideration
Applicant
Committed
Evaluation
Feel with them.
Feel with them.
Feel with them.
Feel with them.
When we focus on just information,
we miss an opportunity to create connection.
We might even push students away.
We can add empathy to our communications by mapping out what students are thinking, feeling, seeing, and doing.
We add empathy to generate trust.
We want trust so that students choose us.
All we have to do is feel with them.
Not just so they choose us, but because it’s the human thing to do.
Thank you!
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Dayana Kibilds
Strategy Director at Ologie
dkibilds@ologie.com
Add me on LinkedIn