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What does it take to build trust with prospective students you may never meet in person? In this month’s HigherEdCareers interview, Lone Star College Online’s David Cuevas shares actionable strategies for creating meaningful, tech-enabled connections in virtual outreach. From leveraging data and storytelling to offering real empathy, discover tools and techniques that can strengthen online student recruitment at your institution.
Lauren Lane, HigherEdJobs: Can you tell us a bit about your professional journey and how it led you to your current role supporting online student outreach and recruitment at Lone Star College?
David Cuevas, Admissions Outreach Coordinator, Lone Star College Online: As a first-generation college graduate, my journey into higher education was anything but straightforward. I juggled being a full-time employee and a student, which meant navigating the challenges of online learning without much guidance. I had to learn how to manage my time effectively, stay self-motivated, and seek out resources on my own. That experience gave me a deep understanding of the obstacles students face.
It’s what ultimately inspired me to pursue a career in higher education. I wanted to be the support system I wished I had. Now, in my role at Lone Star College Online, I’m able to guide students through the same systems I once struggled to navigate. I focus on making the process approachable and providing clarity so they can succeed in their own educational journeys.
Lane: When most of your conversations with prospective students happen virtually, how do you build trust and meaningful engagement throughout the recruitment process?
Cuevas: Trust is everything, especially in a virtual environment where students can feel disconnected or unsure. I build trust by leading with authenticity and relatability. I share my personal experience as a former LSC-Online student, so they understand I’ve been in their shoes. I will talk about the flexibility of our programs, from asynchronous to synchronous options, and how that can fit different lifestyles — whether you’re working, raising a family, or returning to school after a break.
I also highlight key features that make our online courses successful, like smaller class sizes that promote more personalized attention and the user-friendly D2L platform that keeps students engaged and organized. Every conversation is centered around understanding their needs and showing them that online learning with LSC isn’t just possible — it’s practical and personal.
Lane: What strategies or tools have helped you most in attracting and supporting prospective online students?
Cuevas: A combination of innovative tools, personalized communication, and strategic outreach has made a big impact in attracting and supporting prospective online students. I rely heavily on platforms like Element451 and Salesforce to track engagement, follow up efficiently, and personalize outreach based on student interests and admit types. These tools help streamline communication while ensuring no student falls through the cracks.
We also use Power BI, which allows us to monitor student progress, flag early alerts, and connect them with support services proactively. For live interactions, Zoom and Microsoft Teams are invaluable for hosting virtual info sessions, one-on-one meetings, and workshops. We make full use of text messaging platforms, email campaigns, and even social media to meet students where they are — on their phones and devices — so they feel engaged and informed from day one.
Most importantly, I use storytelling as a strategy, sharing my own experience with online learning to connect with students on a human level. The combination of technology and transparency builds trust and keeps students motivated to move forward.
Lane: What advice would you offer to someone interested in building a career in online student services or recruitment?
Cuevas: In online student services and recruitment, you must think outside the box. Challenges will come up — technology glitches, unresponsive students, or systemic barriers — and your ability to pivot quickly and find new solutions will set you apart.
Also, empathy is everything. You’re often supporting students who are balancing work, family, and school. Meet them with understanding and flexibility, and always keep their experience in mind when designing outreach or services.
Stay informed and embrace professional development. Online education evolves fast, so keep learning about new tools, strategies, and student trends. Attend webinars, engage in higher ed forums, and get comfortable with data, because the more insights you have, the more strategic you can be.
And finally, build relationships with your team, with students, and across departments. Success in this field is rooted in collaboration, innovation, and genuine passion for helping others succeed.
Lane: What’s one thing you wish more people understood about the realities of working in online education and student support?
Cuevas: I wish more people understood that working in online education goes far beyond sending emails and answering questions; it requires a deep level of proactive support, critical thinking, and emotional intelligence. Online students don’t have the benefit of walking into an office when they’re confused or overwhelmed, so we have to anticipate their needs before they even ask.
Many assume online support is easier or less involved than in-person roles, but the truth is it demands stronger communication skills, tech savviness, and the ability to build trust and connection virtually. You have to make every interaction count, be extremely responsive, and guide students through processes that can feel impersonal or confusing if not handled thoughtfully.
There’s also a lot of behind-the-scenes work — data tracking, outreach strategy, compliance checks, and coordination with multiple departments — to ensure that every student, no matter where they are, has access to a high-quality, supportive experience. It’s a rewarding space to work in, but it’s also one that requires a genuine commitment to student success, flexibility, and a lot of heart.
Lane: What trends or challenges are currently shaping the field of online student recruitment, and how are you and your team adapting?
Cuevas: Online student recruitment is being shaped by the need for more flexible, personalized experiences and the challenge of standing out in a competitive, digital-heavy environment. Students expect quick, clear, and engaging communication, and they want to feel supported from the start.
To adapt, my team and I focus on targeted outreach using CRM tools, hosting virtual events and one-on-one sessions, and sharing real student stories to build trust. We also collaborate closely with departments like advising and financial aid to provide a seamless, student-centered experience that makes LSC-Online stand out.
Lane: What keeps you engaged in this work — and what do you enjoy most about helping students navigate the path to online education?
Cuevas: What keeps me engaged is knowing that I was once in their shoes. As a first-generation student juggling work and school, I remember how overwhelming it was trying to figure everything out on my own, especially in an online environment. That experience drives me to be the kind of support I wish I would have had back then.
What I enjoy most is helping students realize they’re not alone. I understand their doubts and challenges because I lived with them, too. Being able to guide them, encourage them, and watch their confidence grow is what makes this work so meaningful to me.
