Some of the current buzz words in higher education are:
technology, recruitment, and budget. With decreasing budgets and a growing need
to recruit bigger freshman classes, commonly used recruitment strategies are
being reconsidered. Technology is becoming more and more important and
resourceful and may be used in recruitment to decrease costs.
An article in the Chronicle titled “Strategy Matters More Than Budget in Student Recruitment” discussed some steps universities should
consider when recruiting students. Basically, the article suggested enrollment
offices connect their institutional mission with the results of a market
analysis to create a student profile to direct recruitment strategies. By
knowing exactly who the university wants to market to, schools get more bang
for their buck.
In addition, the article suggests that each school knows
their strengths and weaknesses in comparison to their competition in order to
stand out among the rest. In addition to this it is important to have a
dynamic, responsive, persuasive enrollment team to create a good first
impression to prospective students.
Okay, this is all obvious and boring! If you have read this
far and not jumped to another, more exciting blog then I commend you on your
dedication to enrollment management. I was initially attracted to the above
article because at my university we are attempting to revamp the way we recruit
students. I will not tip my hand completely because I know many of you
represent rival universities and also because my boss is in this class. Hi
Michele!
One thing I will discuss, however, is the use of
telecounseling in recruitment procedures. Our Admissions team utilizes this
strategy and we have mixed thoughts about its effectiveness. Basically, we hire
undergraduate students to call prospective students during evening hours to
convey various messages from our Admissions team. This year there has been a
slight reduction in the amount of hours we spend using this format. The argument
for telecounseling is that it gives our university a chance to create a ‘live’
connection with prospective students and creates a personal touch. The argument
against this strategy is that students do not actually answer their phones
either because they are screening their calls or because they are engaging in
extracurricular or social activities. Therefore, the undergraduate students end
up leaving mostly messages which negates the argument for telecounseling anyway.
We know we still need to reach out to prospective students yet the most
effective format may no longer be by phone.
Without tipping your hand, of course, what are some ideas of
how to recruit students that is more with the times? Internet: blogging,
chatting? Snail mail or email? I am all about using creativity in my life so
please feel free to get crazily creative! I am not sure if that is actually a
word.
Nice post Lisa! I know we have engaged in many conversations about the advantages and disadvantages of telecounseling. When I was searching for grad schools to attend many of the universities had "agents" who contacted me up to three times per week. It became more annoying than helpful for me. However, it was nice to speak with an actual person and have the opportunity to have my questions answered immediately.
ReplyDeleteAs far as new and creative ways to recruit students... good question! I don't have any experience in this area yet I wonder if Skype, Facetime, etc. could be useful in efforts to connect with students (maybe they already are?). Potential students could set-up a time to Skype or Facetime with school representatives. I know I would like the opportunity to be able to put a name with a face and this would also promote the institutions use of technology.
I think back to why I chose the university that I did for my undergrad, and I believe my decision was made based on what that university could offer me in terms of a "lifestyle" than other potential colleges. Within that, I wanted to know what was unique to that location/community. As a recruited athlete, my decision did have quite a bit of weight on the athletic standpoint, but the chosen university didn't have anything to do with the "offer" made to me, or how I saw myself wearing those school colors. I think it was more about where I saw myself being happy--not just on the field or on the court, but outside of that box.
ReplyDeleteI see universities leaning more towards academic or institutional highlights, rather than social or personal qualities. To me, this is more of a sell to parents than to potential students. What does your university do to make freshmen feel welcome? To engage them in activities on campus and in the community? What do students do for fun? Something that comes up for me with this and UNC is the Outdoor Pursuits program we offer here. As a doc student, I unfortunately don't have enough time to fully engage in those activities, but what an awesome experience to offer to potential students!
I also agree with Aaron, the phone calls would have possibly put me off. Nice to be thought of, but it would start to feel more like telemarketing than anything. Is this the feedback you were getting on the telecounseling program? Maybe emails from students to potential students offering up a "go-to" person who is close in age to discuss the personal and social attractiveness of the university would be beneficial.
My brother, when he applied to various schools, was getting texts from the schools. I thought that was an interesting way to communicate. One school he even got an acceptance text!
ReplyDeleteI would be all about email, but would you be worried about what undergrads might email to prospective students? I could see a parent printing out an email and bringing it to an administrator to get something that might have been offered inappropriately.
I can't help but think many parents have a substantial input on where a student will attend. To that end I would recommend taking a blended approach to student recruitment.
ReplyDeleteTo the student address issues that may be of concern to them such as excellent student affairs programs, quality of dorms, relative closeness the Rockies and opportunities the school can provide ie study abroad.
For the parents quality vs cost, uniqueness ie Michener Library and preparation for life after college whether it be work or moving onto a higher degree.