Rebuilding student trust: 6 coaching strategies to support belonging in higher education

How institutions and supporters can help students feel safe, seen and confident in their college journey

In today’s higher education landscape, many students are questioning their place — and their path — in college. Rising costs, campus climate concerns and ongoing debates about the value of a degree have created an environment where doubt can easily take root. Especially for students from historically marginalized backgrounds, these uncertainties are often magnified by systemic inequities and lived experiences that make it hard to place their trust in institutions like college.

Rebuilding that trust doesn’t happen overnight — but it does begin with relationships.

‍Success coaching offers a holistic, personalized approach that meets students where they are — offering a nonjudgmental space, helping them define their goals and partnering with them to move forward with confidence. When students feel heard, seen and supported, trust can take root — and growth can begin.

The same principles that guide InsideTrack’s coaching methodology can empower faculty, advisors and staff to support students who aren’t sure they belong. Here are six easy-to-adopt coaching strategies to help build trust with today’s students.

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1. Acknowledge and validate student concerns

Students in colleges and universities nationwide are navigating an unprecedented mix of personal, social and systemic challenges — from economic instability and mental health pressures to cultural messages that question the worth of higher education. Many are juggling work, caregiving and financial strain, while others are carrying past experiences of exclusion or bias that make trust a tall order. When students express hesitation or doubt, it’s often a sign of courage — not weakness. But too often, these concerns are minimized or misunderstood, leading students to feel invisible or dismissed.

Validating student concerns isn’t about having all the answers. It’s about creating space where vulnerability is met with empathy. Whether it’s through personalized check-ins, classroom interactions or institution-wide messaging, small shifts in language can signal that students are safe to speak their truth. Affirming statements like “You’re not alone” or “It’s okay to feel unsure” help reduce stigma and encourage openness. Creating spaces where students can share doubts without judgment — via one-on-one conversations, peer groups or anonymous surveys — is another way to normalize uncertainty and encourage openness. A culture of trust begins when students know their lived experiences won’t be brushed aside — and that their questions are worth asking.

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‍Coaching in action: Coaches start by framing their purpose — an important trust-building move. For example: “I’m here to help you get what you want out of your college experience — not to judge, but to support.” Supporters can use this framing technique to reduce fear and invite openness.

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2. Strengthen student belonging through personalized support

‍A sense of belonging is foundational to student success — and it’s frequently the deciding factor in whether a student stays enrolled. But belonging doesn’t just happen. It requires intentional outreach, especially for students who feel isolated, underrepresented or disconnected from the broader campus culture. Simply waiting for students to engage isn’t enough. Institutions must take proactive steps to meet students where they are and help them plug into communities of support.

Personalized engagement — like checking in after a missed class or inviting a student to a relevant club meeting — shows that someone notices and cares. Encouraging participation in affinity groups, mentorships or peer learning cohorts can help students see themselves reflected in the campus community. Small gestures, like acknowledging a student’s effort or progress, can reinforce their sense of agency and value. When support feels tailored rather than transactional, students are more likely to invest emotionally — and academically — in their experience.

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Coaching in action: Coaches often ask students to map out the people that make up their trusted network. You can do the same with a simple prompt: “Who in your life at school makes you feel supported? How can we help you stay connected to them?”

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3. Make the value of higher ed tangible and relevant

In a time of rising skepticism about the cost and return on investment of a degree, students and their families want to know that college will lead to real-world outcomes. While “soft” skills, like critical thinking or lifelong learning, are important to a student’s growth, they aren’t always enough to ease concerns about debt or employability. Students need to see a clear and compelling connection between their education and their career goals because it fortifies their reason for being in school and reaffirms their faith that a college education can lead to a better life.

To help students see the benefit of their degree or credential, institutions must be transparent, practical and focused on the future. That means not only offering clear information about financial aid and career pathways, but also helping students define success on their own terms. Tie classroom learning to personal goals and long-term aspirations — and use coaching assessment as a tool to help students identify whether they have the resources they need to succeed. If something’s missing, work with them to find solutions and build a manageable path toward their goals.

Academic advisors, career coaches and faculty can all play a role in linking coursework to career opportunities, transferable skills and personal development. Sharing relatable student success stories — especially from those who’ve faced adversity — can make the promise of higher ed feel not just possible, but personally meaningful.

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Coaching in action: InsideTrack coaches use the focus wheel to explore eight key areas that impact student success — from academics and career goals to health and finances. This holistic approach helps learners stay on track and feel supported in every part of their journey.

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4. Offer stability through consistency and transparency

For many students, especially those who have experienced systemic disruption or broken trust, consistency is a form of safety. When policies shift without explanation or communication feels disjointed across departments, students may interpret this as a lack of care — or worse, a sign they don’t belong. Trust is eroded when students feel like they’re chasing a shifting path with no clear direction.

Building stability doesn’t mean avoiding change. It means being honest about what’s changing — and even more clear about what isn’t. Coordinated communication across departments, accessible “what to expect” guides and milestone checklists, along with a steady tone of support, can help ground students during periods of transition. Small acts of predictability — like consistent office hours, follow-through on promised resources or timely feedback — help students feel that their institution is dependable and invested in their experience. Even more powerful is having a success coach or other reliable point of contact who supports them throughout their journey, offering guidance, encouragement and a continuity of care that builds lasting trust.

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Coaching in action: Build trust through transparency. Coaches practice “gentle truth-telling” — being honest while affirming. Try language like: “Here’s what’s changing, and here’s how we’re going to support you through it.”

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5. Provide coaching that promotes agency and self-efficacy

When students begin to doubt their place in college, they often internalize that doubt as a personal failing. It’s not uncommon for students to silently ask themselves, “Am I cut out for this?” or “Do I really belong here?” This mindset can limit their engagement and willingness to seek help. But with the right support, these moments of questioning can become turning points — opportunities to reframe the narrative and build confidence.

That’s where coaching can be transformative. Instead of directing students or solving problems for them, coaching empowers students to identify their own goals, strengths and next steps. When students articulate their values and chart a path forward, they begin to trust their own voice — and that trust ripples outward. Encouraging agency means believing in students even when they’re unsure of themselves. By walking alongside students rather than taking the wheel, institutions can help them reclaim ownership of their educational journey. Coaching is about partnering, not prescribing.

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Coaching in action: The GROW model — Goal, Reality, Options, Will — empowers students to reflect on what they want, where they stand, what’s possible and what steps they’re ready to take.

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6. Encourage faculty and staff buy-in for trust-building

Students experience institutions through people — the professor who’s willing to be flexible, the advisor who remembers their name, the staff member who follows up after a hard conversation. That’s why rebuilding trust can’t be the job of just one office or department. It has to be woven into the culture and practices of the entire institution. Faculty and staff play a pivotal role in shaping how students perceive support, care and inclusion.

To build that kind of culture, institutions need to equip their people with the tools and training to recognize disengagement, practice empathy and model vulnerability. It also means creating intentional opportunities for connection — whether that’s informal meetups, shared-interest groups or identity-based mentoring. When students see faculty and staff who share aspects of their background, aspirations or values, it reinforces the idea that they belong. And when students feel safe asking for help, they’re more likely to seek — and stick with — the support they need to thrive.

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Coaching in action: Coaches normalize asking for help — and faculty and staff members can do the same. Saying something as simple as “We all need support at times — I’m glad you reached out” can create lasting psychological safety for students.

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Rebuilding trust is ongoing — and worth it

Trust doesn’t come from a single conversation. It’s built over time, through consistency, empathy and a shared purpose. When students believe that college holds value for them — and that their institution is genuinely invested in their success — they’re more likely to stay engaged and persist.

Institutions don’t have to do it alone. Coaching offers a proven, human-centered way to help students navigate doubt, reclaim agency and take confident steps forward.

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Coaching reminder: Trust begins with presence, not perfection. You don’t need all the answers — just a commitment to listening, affirming and walking alongside your students.

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This blog post is part of InsideTrack's Resources for Resilience, a toolkit designed to help higher ed leaders and staff navigate uncertainty. If you're looking for more coaching-centered resources to help you move through challenging moments, we're here to help.