Grad Recruitment in the Generative Era: Navigating GEO, SEO, and the New Digital Landscape

Summary

Technology has long supported graduate recruitment, from CRM systems to marketing automation to analytics dashboards. But among the many disruptions of the current environment, AI-mediated search and Generative Engine Optimization (GEO) represent a significant shift in how prospective students discover and evaluate institutions. For years, recruitment technology was about efficiency. Now we’re entering a phase where technology isn’t just supporting recruitment; it’s shaping how institutions are interpreted and understood before a student ever visits your website. In this episode, we use GEO as a case study to explore a broader question: How is the role of technology in student recruitment changing, and what does that mean for enrollment leaders?

TOPICS: Graduate — GEO

Key Moments in This Episode

Topic 1 | The Shifting Search Landscape

[02:03] What Is GEO and How Does It Differ From SEO?

Jess explains how AI-powered search tools like Google’s Search Generative Experience now summarize institutions rather than simply ranking web pages. She describes generative results as the new “storefront window,” where early-funnel prospects form their first impressions before ever clicking a link.

[05:57] When AI Summarizes Your Institution: The Brand Narrative Problem

Jess frames AI-mediated search as a brand narrative challenge. If schools don’t actively shape the content these systems pull from, they cede control of their story to whatever information is crawlable. She also explains how foundational SEO practices, including authoritative content and keyword strategy, still underpin strong GEO performance.

Topic 2 | Graduate Enrollment Tech as Strategy

[10:56] From Gatekeepers to Adapters: How the Tech Shift Changes Everything

Brett comments on how enrollment technology has shifted from a tool that executes campaigns to one that shapes how institutions are discovered and interpreted. He argues that institutions are no longer the sole gatekeepers of their narrative, and that adaptability has become the core competency for enrollment leaders.

[19:15] Signal vs. Hype: How to Evaluate What’s Worth Your Investment

Brett and Jess each offer a framework for separating meaningful technology from momentary buzz. Brett recommends a multi-metric, data-driven approach; Jess offers a simpler litmus test by offering "if it doesn’t serve the student’s journey, it’s probably hype."

Topic 3 | Leadership and Organizational Readiness for Tech Change

[25:00] Who Should Own This? The Cross-Functional Reality

Brett argues that no single department can own a shift this complex on its own. He shares Boston College’s model of a cross-functional team housed in the provost’s office that convenes all of the relevant stakeholders and serves as a central facilitator of institutional strategy.

[27:39] Where Misalignment Causes Problems

Jess maps out the most common source of organizational friction: when faculty, marketing, and technical teams each pull toward their own priorities without a shared goal. She describes the ideal dynamic as one where each group contributes its distinct expertise in content, brand voice, and technical optimization, all in service of a unified student-centered strategy.

Closing | Lightning Round

[29:37] Hot Takes: What Mindset Shift Do Enrollment Leaders Most Need?

Brett encourages leaders to embrace new technology by tracking what student engagement actually looks like when these tools are in use, rather than shying away from the unfamiliar. Jess says to listen to young people, because those closest to the student experience are often the best guides to where recruitment is heading.

Stephen Taylor
Vice President, Enrollment Strategy, Liaison

Steve joined the Liaison team in 2020 after almost 20 years in higher education administration. Leading teams and driving innovation at schools like Harvard Business School and ASU’s W. P. Carey School of Business, Steve’s experience has focused on the intersection of people, process, and systems as drivers of smart growth. His most recent school position was as Associate Dean for Arizona State University’s W. P. Carey School of Business, where he led the unit responsible for all graduate business programs. He holds undergraduate degrees in General Studies and Information Systems and graduate degrees in Business Administration and Philosophy.

Brett DiMarzo
Director, Graduate Enrollment Digital Strategy, Boston College

Brett DiMarzo has been in the field of higher education for over 20 years and is currently the Director of Graduate Enrollment Digital Strategy at Boston College. He began his professional career in Financial Aid at MGH Institute of Health Professions in Boston, later moving to the Office of Admission as the Assistant Director of Admission. He also spent several years as Associate Director of Graduate Admission at Suffolk University and as Director of Graduate Admission for the School of Nursing and Health Sciences at Simmons University prior to coming to BC.

Jess Lanning
Senior Director of Enrollment Marketing Strategy, Liaison

Jess Lanning began her career in higher education at a private university, where she served as Director of Enrollment Marketing on a record-enrollment team. Over the last 15 years, she has led integrated enrollment marketing strategies that connect digital media, outbound engagement, and creative to drive measurable growth. Her experience spans digital media, traditional outbound marketing, student search strategy, and creative development. She partners with institutions to translate audience insights into cohesive campaigns that move prospective students from awareness to enrollment.

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