Higher‑education leaders are retooling recruitment and enrollment strategies as the traditional high‑school pipeline shrinks and student needs shift. Institutions are being urged to ask whether they are designed for the students they want versus the students who are actually enrolling, whether the enrollment journey is frictionless, and whether policies reflect current student behaviour. The guidance stresses cross‑functional alignment among marketing, admissions, financial aid, and academic units, plus careful use of AI—deploy automation to extend human connection rather than replace it. Practical tactics include student‑creator content, ROI‑forward messaging, and clearer pathways for adult and non‑traditional learners. As institutions draft 2026 campaigns, the emphasis is on measurable outcomes, data transparency, and preserving fairness in algorithmic decision‑making.