The competition for student applicants is getting stronger and the traditional enrollment pool is shrinking. As colleges and universities struggle to attract enough top candidates to meet enrollment goals, the pressure is on for admissions officers. Consider this: on average institutions spend $384 to recruit an applicant, $654 to recruit an admitted student and a whopping $2,231 to recruit an enrolled student. Not to mention that private schools spend approximately 2.5 times as much as public schools to recruit applicants and admitted students, and nearly four times as much to recruit an enrolled student.
Institutions cannot afford to struggle with planning, managing and measuring effective recruiting and admissions programs. Effective recruiting is important now more than ever, which is why a growing number of colleges and universities are turning to technology to better manage the admissions process.
With that being said, the benefits of student recruitment technology extend far beyond increasing operational efficiency. Recruiting software has proven incredibly powerful in helping to market to and attract prospective students. Today’s generation of college applicants increasingly rely on technology as a form of communication, and colleges and universities can better attract and recruit the best and brightest from today’s creative and tech-savvy talent pool by leveraging these innovative tools.
With so many education technologies out there, it can be a job in and of itself to find the right recruiting software for your organization – here’s a look at a few vendors with student recruiting solutions.
In addition to specialized student recruitment software, an increasing number of university administrators and admissions officers are turning to social media to bolster their recruiting efforts. With 98 percent of U.S. universities on Facebook, 84 percent active on Twitter and 72 percent of incoming high school seniors reporting that they research their prospective colleges on social media sites, a growing number of institutions are realizing the impact social has on the recruiting process. In fact, a recent Kaplan survey found that 29 percent of admissions officers have Googled prospective students and 31 percent have looked up applicants on Facebook or other social media profiles. The benefits of social media recruiting are wide-ranging. It does not require a substantial financial investment, can produce a better quality of recruit, can reduce time-to-recruit, and many well-known schools such as Tufts University, Johns Hopkins University and Duke University have incorporated this medium into their recruiting strategies.
Whether it’s social media or CRM software, recruiting software technology is having a growing impact on the college admissions process. In recent years, the conversation about admissions has largely been focused on the trend away from successful student matriculation and the finding that only 59 percent of students beginning college will earn a degree within six years. It’s time for admissions officers to recognize the need to successfully recruit students before they can retain them.
For more on student retention software, see my blog, 74% of Schools Have A Student Retention Problem [Infographic].