Current Issue: Recruitment & Retention Practices

"Strategies that succeed at one college might not work for a competitor. There's no guarantee they'll even work at the same college for long." - Eric Hoover & Beckie Supiano

     An article in the Chronicle the other day, entitled "In Admissions, Old Playbook Is Being Revised," caught my eye. Not because it was a surprise - most professionals in and scholars of Higher Education are aware of how enrollments have gone "bonkers" these past few years. They're up, they're down, they're more diverse, they're orange, but whatever they are, they are not what were expected. I was interested to read this article and see who was recommending what to make expectations come closer to reality.

     The chart about two-thirds of the way through the article - Pros and Cons of Key Enrollment Strategies - gives away the rest of the text. No one can definitively recommend anything. Part of this is that the problem transcends most, if not all, strata of institutions; large state schools, small private schools, for profits, and everything in between and beyond all need better enrollments in some cases. What works for one will not necessarily work for the other, if at all. Moreover, as the title alludes, what used to entice students does not look as appetizing anymore. 

     My guess is that this latter element of the issue stems from a combination of growing student debt and a change in character of the applicant pool. (Yes, this is meta-reflection, as I am a millennial). Students, as evidenced by the comments on St. Mary's survey, want and almost expect that very personal, connected admissions process. They want to be able to text admissions officers, post questions on a Facebook page, and see what is new with the process on Twitter. Not providing that could mean providing another school the opportunity to make that more personal connection.

     An additional aspect of this article that spoke to me was the emphasis on retention. As the authors indicate, many admissions offices forget that the number of students still enrolled in their second or third semester matters much more than the number of students enrolled on day one. They need a reason to stay, or the reasons that they came mean almost nothing. While the idealist in me is conflicted on the needs-aware admissions that University of Denver has begun employing, I think that it is an appealing solution to growing student debt and thus better for both the student and the school in the end. Again, schools want the students walking in to only walk out having completed a degree.

    I have learned a lot about how my position as a Hall Director can and does affect retention, and I won't lie - it adds some pressure. Students who live on campus can gain a sense of community here in the hall. They can gain leadership positions. They can study in the lounges. Such aspects of residence life give them a reason to stay, not only in the halls but at the university. These can also factor into a positive effect on their grades, giving them a sense of accomplishment in their studies and thus a desire to continue. Something I require the RAs I supervise to do is have one of their events per month be either bringing their residents to a campus-wide event or bringing in a campus partner to meet and present to their residents. Again, this plays into retention, as such events build better connections with the campus at-large. Hopefully they will connect to campus and stay enrolled.

Article Citation: Hoover, E., & Supiano, B. (2013). In admissions, old playbook is being revised. The Chronicle of Higher Education. Retrieved from: http://chronicle.com/article/The-Admissions-Playbook-Is-Up/141625/

Photo By: My wife, Jenn :) Enrollment numbers seem to be delicately balancing, much like that rock on the right!