October 14, 2013

Effective Student Recruitment Requires Attention to Detail

Oct. 14, 2013 at 07:00 AM | By Don Tollman | Comment Count

Recently, I had an opportunity to interview some high school students about their perception of higher education student recruitment. I found it interesting that while there are improvements today, some of the same mistakes that were made during my time in college admissions are still happening.

Remember, Students are Digital Natives

Due to access to college search sites through Naviance, CollegeView, College Confidential and more, students are savvier when comparing college choices. That means that in order to get them to seriously consider an institution of higher education, recruitment activities must be in top form.

One of the biggest distractions listed by the students was an outdated or difficult to navigate college website. Students mentioned that it is distracting to navigate a website that is too “busy” - meaning it is hard to find links for the information they want because they are buried in a cluttered webpage. Also, outdated information about majors, current cost of attendance, deposit and response deadlines, and other important admissions content is a deterrent to students in need of real time answers. Here is an article by Mashable on five common web design mistakes including:

Poor Navigation
No clear calls of action to direct visitors
Color/Contrast
Irrelevant or outdated content
Clutter, clutter, clutter.

(Watch this video on 5 Things Students Expect From School Websites for more insight into how to optimize your schools site for students.)

We have to remember that high school students today are digital natives and are familiar with using websites to gather, access, and engage with information. If an institution is not keeping their website updated and easy to use, then students are likely to move on to the next school on their list. A few things to consider when keeping your website current and accessible include:

Whenever there is a change in deadlines or costs, post immediately on the website
Make sure campus visit information is accurate, including dates, times, and any non-visit days due to holidays, etc.
Websites should be compatible with mobile and tablet devices
Use current pictures of students and the campus in the website

Your Frontline

Another pitfall addressed by the students mirrored one of the biggest complaints I heard from high school counselors during my many years in college admissions. Colleges and universities send too many admissions representatives who are not well trained to visit with prospective students.

With all of the electronic information available to students today, it is easy to spot admissions reps that are unprepared and deliver inaccurate or misleading information. When this happens, students become very put-off. It is important before sending a representative on the road to ensure they are trained in not only admission requirements, the financial aid process and campus life, but also in how student applications for admission will be reviewed, including an honest assessment of expected response time.

Admissions departments should also keep in mind that today’s student is smart enough to know your campus is not perfect. Ensure your admissions reps maintain transparency by painting a true picture of the institution.

Other observations:

Make sure representatives visiting schools are on time for their appointment.
Students prefer admissions reps that are not dressed like high school students. They want reps to look professional and exude confidence and a sense of knowledge about their specific institution.
No competition bashing. Students do not like a rep from one institution making negative comments about another institution.

Clearly, students are paying attention to the image presented by colleges and universities through their websites as well as their admissions representatives. This is great if your admission strategy is in top form, but can lead to problems if there is a lack of attention to detail.

Other popular College and Career Readiness articles:

Big Data, a Narrative for Student Success

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Five Social Media Tips for Millennials and You to Manage Your Personal Brand Online