The Role of Admissions in Student Retention
Just curious if there are any thoughts out there on the role of the admissions office on student retention. Specifically, is it valuable to have admission reps responsible and accountable for retention efforts or should they just focus on bringing students in the door?
Admissions reps have a tremendous impact on retention. Accountability through data tracking forces the issue, but reps who actually take a personal interest in new students demonstrated by continuous contact during the first weeks of school are priceless.
We always see the admissions department as a part of our retention effort. For the first 4 to 6 weeks, we try to maintain the relationship between reps and their students. It isn't easy because the reps are engaged in the efforts for the next term. However, they do try to communicate, help, and try to facilitate the relationship transition from admissions rep to faculty member. Remember, its all about relationships!!
This is an excellent approach, Lowell! It certainly demonstrates a shared goal of not only enrolling students but one of enrolling successful graduates! Viewing the big picture and understanding how each party plays a vital role in student success is essential. Thanks for your comments!
Strategic Enrollment Management is all about the student outcomes. The Admissions Department is just as responsible for student retention as anyone in academics, financial aid, career services or administration. Everyone within the institution needs to understand their role towards student outcomes if the institution is to have a true impact on student retention and eventual graduation.
Excellent point! So if the admissions department is just as responsible for student retention as other departments, I'm curious what real influence they have to impact this? In other words, it makes sense on paper, but what control does an admissions rep really (or ideally) have on student retention?
I believe that the admissions department must be honest with the students. I see no point into miss leading a student. It creates a negative image for the school in a whole
Dr. Norris,
I agree that it makes sense on paper, but what control does an admissions rep really (or ideally) have on student retention? Beyond enrolling students and now fulfilling the role of re-entry of students that is the extent I feel can be contributed by an admissions associate. The comparable job description for an admissions associate is sales and marketing - typically. Sometimes I think the answer may be in advising of students that can contribute to the outcome of our students and having the other student services in place to support the student, faculty and staff.
Excellent question Gwendolyn! As a former DOA and VP of Admissions myself, I could easily see your perspective on this.
What I've come to realize is a HUGE opportunity for admissions to assist students in ways that are different from what they've done in the past. Imagine if future admission professionals actually had training and experience similar to a guidance counselor along with tools to assist prospective students in making a well informed decision prior to enrolling? Could that impact student retention in a positive way?
I think that the communication between admissions and education is what really generates positive retention results for the school. When a rep can go into the education department and talk to them about what's up with a student, challenges that might have been expressed and obstacles to overcome the the front end and the back end (or maybe the middle end) are really collaborating together.
I love what you have to say Jean about extra training and tools for admin reps to make then like a guidance counselor. Wonderful insight.
