Top Five Trends from NACAC 2024: New Challenges, New Solutions!

By Sarah H on October 7, 2024 Updated: October 9, 2026

This was our 7th year attending NACAC in LA this year and it did not disappoint. In fact, we’ll say it was the best ever conference.

It was a vibrant hub of dialogue, learning, and collaboration for education professionals. With over 7,000 attendees, it was probably one of the biggest so far. We always enjoy meeting new people and seeing old friends.

As participants, we had the unique opportunity to delve into the latest trends shaping college admissions and student recruitment.

As exhibitors, we enjoyed varied conversations with high school counselors, colleges, and other solution providers. We got to know the trends all over the country and even abroad (yup – we met many people from other countries too!). We learned about the pain points and interests of both K-12 educators and higher Education admissions staff. There is nothing better than hearing directly from people with boots on the ground about what’s working and what’s not.

Here are our Top Five trends + a Bonus from NACAC2024.

1. K-12: Work Based Learning (WBL): Learning and Earning!

There was a very high interest in work-based learning opportunities. High School counselors are now adding one more item to their task list – helping students find internship opportunities in their local area.

Internships and part-time jobs are excellent opportunities for students to learn and earn at the same time. Not only do these opportunities teach life skills to students, but they also provide clarity to students for their post-secondary pathway selection.

2. K-12: Digital Portfolios: Students are more than their test scores!

Students are doing a lot more learning beyond the bounds of the classroom – whether it’s an online course, certification, or project-based learning. Gen-Z students are involved in a lot more micro-credentialing as well. This has triggered the need to showcase students’ holistic accomplishments in a neat online portfolio. After all, students need to be able to show all they have done and learned for their next application whether it’s a college application or internship.

These portfolios will not only help students get organized, by storing all their records and documents but will also reduce anxiety for students for college and career readiness and boost their confidence.

3. Higher Ed: Macro Recruitment Challenges -Enrollment Cliff and more

On the higher Ed side, colleges are dealing with a lot related to recruitment and enrollment. They are bracing for things that have been known for a long time like Enrollment Cliff as well as unexpected events like FAFSA Fiasco.

The impact of SCOTUS’s decision on Affirmative action was felt in the Fall 24 cycle and will continue to impact colleges’ diversity and equity goals fulfillment.

On top of all this, the declining pool of test-taking students and various legislation impacting access to student data from test agencies are forcing colleges to shift from the spray-and-pray method to doing targeted outreach to students who are best-fit for their campus, creating win-win.

They need to know a lot more than getting the email addresses and home addresses of their prospects and bombarding them with paper flyers or a flurry of emails. Colleges will need to personalize the outreach to connect with the most likely-to-enroll students.

Schools are also forced to reconsider how they can maintain diverse student bodies without directly factoring in race. While some institutions have responded by adopting more holistic application reviews, this shift underscores the need for alternative strategies in fostering diversity on campuses.

4. Higher Ed: Recruiting a New Generation

Last but certainly not the least, will 100-year-old recruitment strategies work on Gen-Z, that was born with an iPhone in their hands? Colleges are looking at modern ways to reach and engage Gen-Z students. Colleges are looking for alternate platforms to find and connect with students.

It seems like a perfect storm for colleges that is forcing colleges to revamp and modernize their recruitment processes. Everything from Direct Admit to looking for more international students are some of the options colleges are exploring.

From expanding outreach to underserved communities to enhancing digital recruitment strategies, colleges are recalibrating their approaches.

5. K-12 and Higher Ed: Direct Admit: Yay or Nay?

There are many flavors of Direct-Admit out there.

The goal of direct-admit was to recruit students who otherwise would not pursue college. The mission was to bring equity in the college admission process and offer at-risk youth an opportunity to join a college.

BUT colleges have been experimenting direct-admit for general recruitment, offering direct-admit to students who may even be eyeing highly selective colleges.

So not only yield of direct admit is anyone’s wild guess, in this process, colleges may be tarnishing their brand by targeting students who are not a good fit for direct-admit.

BONUS: K-12, Higher Ed and Entire World: AI: Using Natural Intelligence to Use Artificial Intelligence

This conversation will not be complete without a discussion of AI. A lot of buzz around AI, a lot of new offerings in the market, and still a lot of unknowns. There is excitement and fear. There are opportunities and doubts.

Results and outcomes are not proven. It’s fine to have an AI Chatbot but are we ready for AI to be a party to admissions decisions? Yet to be seen.

In a nutshell, the college admission paradigm is shifting for colleges, high schools, and families. There are macro trends in demographics, technology, and even mindset towards higher education. These fundamental shifts will require a new way of thinking. A change in thinking at the systemic level, fresh thinking at the core of college admissions is being called at the current time.

We at Cirkled In are glad to be at the forefront of changing markets by bringing all academic and WBL opportunities to the fingertips of students, providing a 360-degree holistic view of candidates beyond test scores empowering colleges to recruit best-fit students, and creating win-win.

NACAC 2024 was a reflection of the changing tides in higher education. As colleges brace for challenges like the enrollment cliff, affirmative action rulings, and fewer test-taking students, innovative tools like Cirkled In are essential. By providing a platform where students can showcase their full potential and connect with colleges in meaningful ways, we’re excited to be at the forefront of this transformation.

For those aiming to adapt and succeed in the evolving education landscape, it’s clear that the future belongs to those who are proactive, flexible, and ready to embrace new opportunities.