Let’s talk about one of the most overlooked student segments in higher education: men. According to the American Institute for Boys and Men, men make up a declining share of college enrollees, stop out more often than women, and return at lower rates, leaving many with debt but no credential to show for it.
Despite decades of headlines about underrepresentation in college, the real story is more nuanced than “men are opting out.” They’re not really walking away from higher ed, but they are walking toward economic mobility, identity, and stability. And community colleges, with their flexible structures and career-ready programs, are in a unique position to meet them halfway.
At GradComm, we’ve managed several campaigns that prioritize recruiting and retaining men, which is why I’ve spent time digging into the data to understand what’s really driving male students, what’s holding them back, and how colleges can reach them in more intentional, effective ways.
What Male Students Are Actually Looking For
We know that male enrollment, especially among Black men and adult learners, has been declining for years. The pandemic made it worse. But what the numbers don’t show is why.
For many men, higher education isn’t about “college pride.” It’s about pragmatism. They’re asking:
- Will this help me support my family?
- Can I work and still finish a degree?
- How fast can I get to a good-paying job?
Young men, between the ages of 18–24, are often seeking peer connection, transfer opportunities, and personal growth in their higher ed experience. However, adult men who are 25+ care more about ROI, flexibility, and job-specific skills. Give them credit for prior learning, allow them to start when they’re ready (not just in the fall), and show them a clear path from program to paycheck, and they’ll show up.
Essentially, men want what we all want: a future they can count on.
Messaging That Resonates
Let’s be blunt: traditional college marketing isn’t cutting it for this group.
Here’s what does:
- Clarity. They don’t want fluff. They want the facts: How much will this cost? What job can I get?
- Relatability. Feature men who look like them, work like them, and juggle life like them.
- Momentum. Focus on short-term wins: certificates, skills badges, and fast-track programs.
- Support. Normalize help—academic, financial, mental health—and make it proactive.
Here’s an idea to try: A short-form video series called “Skip the Suits. Start the Building.” Designed for platforms like Instagram Reels, YouTube Shorts, and Snapchat, the idea highlights male students in hands-on programs like welding, HVAC, and automotive tech. The message? You don’t need a tie to make good money, just the right program. It’s visual, relatable, and speaks directly to young men who value career readiness without the corporate vibe.
Where to Reach Them (It’s Not Just YouTube)
Men in the traditional college-going age range (18–24) spend their time on YouTube, Instagram, Snapchat, and gaming platforms. They respond to humor, authenticity, and action.
Adult males (25+) are on Facebook, YouTube, and streaming audio platforms, and spend their time listening to podcasts. They need messaging that’s clear, ROI-focused, and shows results.
Pro Tip: Texts should drive action— “Enroll now,” “Watch his story,” or “Start today.” Keep it short and always include a next step.
Building the Systems that Keep Men Enrolled
If colleges want to keep male students once they enroll, they’ll need more than messaging. They’ll need infrastructure.
Key strategies that work:
- Rolling start dates for unpredictable schedules
- Credit for prior learning (especially among veterans and career-changers)
- Hybrid and HyFlex formats
- Peer mentorship and affinity spaces
- Mental health resources that reduce stigma and focus on resilience
These aren’t just nice-to-haves. They’re often the difference between staying enrolled and stopping out. For many men, especially adult learners balancing work and family, flexibility and proactive support are what make college feel possible.
Real Campaign Results
At Allan Hancock College (AHC), a Perkins Grant-funded email campaign encouraged prospective male students to consider nontraditional pathways like nursing, fashion design, and early childhood education. The male-targeted emails achieved a 3.06% CTR, exceeding industry benchmarks and showing genuine interest in non-traditional career paths. AHC successfully expanded awareness of programs across gender lines, and the strategy laid the groundwork for future workforce-aligned campaigns.
This example proves that when colleges pair meaningful messaging with intentional tactics, they don’t just get attention, they create real opportunities to move the needle on access, equity, and enrollment.
The Biggest Takeaway
Male students aren’t disengaged—they’re just underserved.
Men want education that fits into their lives, not the other way around. They want to feel seen, supported, and successful. And they’re out there—on job sites, in coffee shops, on military bases—waiting for a college to speak their language.
The question isn’t whether we can reach them. It’s whether we’re ready to meet them where they are.
Want help connecting with and retaining male audiences at your college? We’d love to talk. Reach out to our team: gradcomm.com/contact
