These students may be surprised to learn that the people reviewing applications are also anxious about filling classes that meet both academic and financial goals. For many, the job of building a class is becoming more challenging. Besides the usual questions (What specifically makes our campus unique? What values and cultures shape and define our institution? What type of high achieving students do we want in our freshman student cohort?), admissions officers are also contemplating a number of other issues, such as holistic admissions, need-based and merit based aid, diversity, and international student recruitment.
A multifaceted challenge
Inside Higher Ed‘s 2013 survey of College and University Admissions Directors provides a window into just how difficult the job of admissions has become. In fact, according to the survey, more than half of admissions directors reported that they had not met their enrollment goals for this fall by May 1. The research was conducted in cooperation with the Gallup poll and directors were assured confidentiality.
Other key results are quoted below:
• Despite the higher bar set in June by the U.S. Supreme Court for justifying the consideration of race or ethnicity in admissions, very few colleges and universities are considering changing their policies at this time.
• Despite the criticism by many families and some politicians of the use of private student loans to finance higher education, and of college aid packages that rely on “gapping” (not meeting full financial need), officials at many colleges say they will continue such practices.
• In a shift of attitudes among admissions leaders on a highly contentious issue, a majority now back a proposed NACAC policy change that would allow members to use international recruiting agents who are paid in part on commission — a major shift for the association and one that, apparently, its members could embrace.
• While few admissions directors admit to providing false information to U.S. News & World Report and other rankings entities, they overwhelmingly believe that others do so — and that there is no reliable system to prevent such abuses.
• One-fourth of admissions directors now favor asking applicants voluntary questions about sexual orientation and gender identity.
Financial pressures are also clearly having an impact on whom admissions officers are pursuing , according to the IHE survey. Many admissions directors are pushing ahead with strategies to attract more students, including more students who can pay higher tuition. The targets of these efforts are students recruited with merit scholarships; international students; transfer students, out-of-state students, and full-pay students. Both private and public institutions are moving in the same direction. Although these strategies are not new, the extent to which admissions officers are embracing them is.
Scott Jaschik, Editor of Inside Higher Ed, will provide details about survey results at AACRAO’s Strategic Enrollment Management Conference this November. In particular, he will discuss the views of admission directors regarding the key recruiting issues facing colleges and universities, including financial aid policies, competitiveness, diversity and affirmative action policies in the wake of Fisher vs. University of Texas.
What the data means to you
Harnessing data is essential to admissions and enrollment professionals,┬” says David Johnson, Vice Provost, Office of Enrollment Management, Indiana University-Bloomington, one of the premier institutions to embrace the SEM model. There are so many tools and databases available now, and being able to understand and use them, as well as to analyze the data from your own institution, is critical.”
Dr. Johnson; Dr. Stephen J. Handel, Associate Vice President — Undergraduate Admissions for the University of California System; and Melanie Gottlieb, Director of Admissions Operations & International Campus Liaison, Webster University, will be holding a workshop on using digital tools effectively in the changing admissions landscape–The Admissions Forum at the 2013 AACRAO SEM Conference. The forum will examine these and other aspects of how to shape your ideal class and find the students best suited for your campus’s educational opportunities.
With all of changes taking place in admissions, it is encouraging that the IHE survey found that admissions officers believe that academic matters (such as student fit and class diversity) are still the most important factor in how admissions officers are evaluated–though many admissions professionals report they are evaluated based on financial matters (such as percentage of full-pay students) and rankings.
Click here to read more and register for the Admissions Forum @ SEM.
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