The Calling to Recruit: Why Faith Still Matters in Higher Ed Marketing

Faith Leaders Mini-Series - Episode 207 (2 of 4)

In this special mini-series, Bart Caylor and Zach Coffin (VP of The Higher Ed Marketer and Pastor) explore the intersection of faith and higher education. Each week they engage in meaningful conversations with Christian higher ed leaders from across the country.

This week they’re joined by Dr. Phil Cook, President of the North American Coalition for Christian Admissions Professionals (NACCAP). With over 30 years of experience in enrollment and leadership, Phil shares how Christian colleges can balance performance with purpose—navigating enrollment pressures while staying rooted in mission and faith.

The conversation explores the role of spiritual authenticity in the recruitment journey, the growing importance of clarity in institutional identity, and how Christian colleges can respond strategically to cultural, technological, and generational shifts in 2025.

🎧 Listen to Learn:
✅ Why mission-fit matters more than ever in a competitive admissions landscape
✅ How “real recognizes real” is the new rule of enrollment marketing
✅ Why direct admissions and digital strategies aren’t enough without authenticity
✅ How Christian colleges can lead in a world shaped by AI and rising skepticism

Join the Discussion:
03:15 What is NACCAP and Who Does It Serve?
05:05 Mission-Driven Enrollment and Data-Driven Metrics
08:22 The Evolving Role of Faith in the Admissions Funnel
12:35 Real Recognizes Real: Why Authenticity Wins
16:25 How to Equip Staff for Faith-Centered, Relational Recruitment
25:15 The Role of Community in a Post-AI Admissions Landscape
31:56 What Keeps Christian Higher Ed Leaders Up at Night
34:32 Final Thoughts: Work While You Wait, Worship as You Lead

The Faith Leaders Mini-Series is sponsored by the Association for Biblical Higher Education, an organization serving over 158 faith-based institutions, 72,000 across North America. ABHE seeks to Advance Biblical Higher Education for Kingdom Impact. Learn more at ABHE.org. 

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To hear this interview and many more like it, subscribe on Apple Podcasts, Spotify, or our website, or search for The Higher Ed Marketer in your favorite podcast player. The Higher Ed Marketer Podcast is powered by Caylor Solutions—your go-to partner for higher ed mission-fit marketing strategies, enrollment, and branding needs—and sponsored by Ring Digital, your ad targeting people.

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