How the Pandemic Changed Admission Practices in 2020 and Beyond

When COVID-19 emerged, higher education recruitment practices were turned upside-down. The pipeline was disrupted at all stages, from inquiry to enrollment. Admission and enrollment leaders at institutions of all sizes scrambled to develop new strategies as lockdowns and social distancing demanded a shift away from in-person activities. During the fall of 2020, Hobsons partnered with Hanover Research to survey a nationally representative sample of 250 admission and enrollment professionals in undergraduate education about enrollment practices during COVID-19 and long-term strategies for the future.

This report explores how the pandemic has shifted admission practices in 2020 and for years to come, exploring questions such as: 

  • How has recruitment changed in the 2020-2021 school year?
  • Which recruitment strategies are short-term, and which are long-term?
  • How are institutions relying on name buys with the decline in test takes?
  • How will the landscape of admission change post-COVID-19? 
  • What impact has COVID-19 had on each stage of the funnel – inquire, apply, admit, confirm, and enroll? 
  • How are institutions thinking about the ripple effect of COVID-19 on future incoming classes? 

Download the report today to learn about trends reported by campus admission and enrollment leaders and four key recommendations that align with those trends.

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