For post-16 providers, student numbers underpin college funding, staffing and the opportunities a college can provide. Recruitment therefore shapes the financial and educational health of the whole college, far beyond the marketing team’s remit. Yet recruitment marketing is often treated as an add-on. A small team may be expected to manage admissions, the website, social media, events, communications and design while also thinking strategically. That model is easier to sustain while student numbers grow, but becomes exposed as demographic decline reduces the pool of potential applicants. Colleges therefore need to treat recruitment as a core institutional priority, without necessarily spending vastly more on it. Become a member for unlimited access to FE Week subscribe Our members enjoy early access to exclusive content and in-depth articles before anyone else. Get expert journalism on FE and skills, experience fewer ads, and unlock a growing range of member benefits.