Recruiting Adult Learners: The Untapped Talent Strategy for HR and Higher Ed
The Job Market Has Shifted—And So Have Learners
The U.S. job market is facing a challenging period, and adults are taking action as a result. Fortune and other outlets have pointed to a recent trend of many mid-career professionals, many in their 40’s, returning to the classroom because of economic uncertainty and automation. These adult learners aren’t chasing prestige; they’re seeking security, adaptability, and clear career outcomes.
For HR and recruitment leaders, this trend represents a strategic opportunity. Adult learners are motivated, experienced, and eager to upskill. Partnering with colleges and universities to attract and support this audience can help organizations future-proof their workforce while higher ed institutions stabilize enrollment.
Why Adult Learners Are Returning To School
Layoffs and stagnant wages have left many professionals questioning their long-term stability. Upskilling and reskilling are no longer optional—they’re survival strategies. Adult learners are enrolling in programs that promise speed-to-career, stackable credentials, and pathways into high-demand fields like healthcare, technology, and skilled trades.
This aligns with findings from our friends at Advance Education in their Parent & Student Survey Whitepaper, which notes a surge in interest for certificate and associate programs, growing 11% year-over-year. These shorter, skills-based programs appeal to adults balancing work, family, and financial constraints. They want education that fits their lives—not the other way around.
What Adult Learners Want & How HR Can Leverage It
Recruiting adult learners requires a different playbook than traditional student marketing. Here are a few imperatives drawn from the whitepaper’s insights:
- Emphasize ROI and Career Outcomes
Adult learners are pragmatic. They need clear evidence that your program leads to employment and income growth. Publish transparent data on job placement rates, median salaries, and time-to-completion. Avoid jargon. - Offer Flexible, Stackable Pathways
Many adults start with a certificate and later build toward an associate or bachelor’s degree. Highlight these stackable options and partnerships with employers. - Integrate Support Beyond Academics
Returning to school after decades can be daunting. Institutions that provide career coaching, mental wellness resources, and transition support will stand out. Showcase these services prominently in your marketing.
Marketing Channels That Work For Adult Learners
Adult learners gravitate toward search engines, LinkedIn, and email, not TikTok and Instagram like Gen Z. According to the whitepaper, 73% of parents, and by extension, many adults, start with a web search. If your institution isn’t optimized for AI-driven discovery and SEO, you’re invisible at the first click.
TIP: HR professionals should promote partnerships with local colleges on LinkedIn and in employee newsletters. Highlight flexible scheduling and employer-sponsored tuition benefits to attract and retain talent.
The Enrollment Cliff Meets The Talent Shortage
Demographic trends show a 12% decline in high school graduates by 2037, making it crucial to be agile. Institutions that fail to diversify their recruitment strategies risk falling off the enrollment cliff. Similarly, employers who ignore adult learners risk widening their skills gap. Adult learners aren’t just a stopgap; they’re a large part of the future! They bring life experience, motivation, and a clear sense of purpose to the classroom and the workplace.
By embracing this audience, colleges can stabilize enrollment, and HR leaders can build resilient talent pipelines.
Focus On Adult Learners
Create actionable strategies now to engage and attract motivated, experienced adult learners who are eager to upskill. Contact us to learn how we can help in your recruitment marketing efforts, and download Advance Education’s FREE Parent & Student Survey to learn more!
