In “Being Strategic with Multicultural Recruitment,” a session at AACRAO 2019, Monze Stark-Magana, University of Idaho; Alphonso Garrett, Virginia Tech; and Michael Sanders, Missouri Southern State University, shared ways they’ve helped their schools increase multicultural student enrollment.
“Many of the dimensions we focus on in GEM are exactly the same as in SEM: how do you identify and connect with students; how do you walk them through the funnel so they apply and yield; once they’re on campus, how do you retain them through graduation; and how do you maintain a connection with them as alumni, as well?” said Dennis Livesay, Dean and Professor in the College of Engineering at Wichita State University (WSU).
Colleges and universities in the U.S. and Canada are increasingly becoming ethno-culturally and linguistically diverse which is partially due to increasing enrollment of international students. Currently 1.4 million international students choose to study at U.S. and Canadian postsecondary educational institutions, which increased by 7.1 percent between 2015 and 2016 (Canadian Bureau of International Education, 2016; Institute of International Education, 2016).
An evidence-rich environment is critical to sound decision making and is the foundation upon which all Strategic Enrollment Management (SEM) plans ought to be built. According to Harrington, Hoffhehr, and Reid (1998): "Numbers help you answer the three basic questions concerning every decision: (1) Am I getting the results I want? (2) Is there too much variation in the results I get? and (3) Are the results I get stable over time."
Presenters Stephen Hundley and Boyd Bradshaw propose a GREAT organizing framework to ensure colleges are following an Enrollment Management model as opposed to an enrollment services model. GREAT, which stands for Graduate, Retain, Engage, Admit, and Tell - helps shift the SEM focus away from solely admissions/recruitment to involve the entire campus as stakeholders.
Karen Miller, Provost and Executive Vice President of Access, Learning and Success at Cuyahoga Community College, and Dr. Brent Gage, Associate Vice President for Enrollment Management at The University of Iowa, led attendees in discussing how to take SEM home and make a difference - how to apply principles learned to make changes for our students, colleagues, and community.
Montgomery County Community College (MC3) is a two-year college located in the southeast corner of Pennsylvania -- and there are about 75 other colleges and universities in the area.
"Institutions typically invest heavily in the first-year experience to promote persistence, yet colleges are also experiencing a pattern of attrition in the second year," observed Althea J. Sterling, Assistant Dean for Student Services at Touro Law Center. "The second year is viewed as a period in which students encounter increasing academic, developmental, and social demands, yet the institution tends to provide less support relative to the first year."
To achieve organization-wide strategic enrollment management (SEM) plan buy-in, two- and four-year institutions are deploying campus-wide SEM teams. A well-functioning team can greatly increase the chances of your plan’s success.
Too often, higher education professionals look to Strategic Enrollment Management (SEM) simply as a recruitment plan. While this perspective overlooks the planning and organizational framework supporting effective SEM work, it also overlooks SEM’s role with successful retention planning.