4 Best Practices for Smarter Higher-Education Admissions ProceduresHere are four key tips higher education institutions can use to build a better admissions process.
ByAndres Tovar•
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In the world ofhigher education, few things can cause greater headaches for administrators than the admissions process. According to research fromCommon App, the number of college applications has grown by 21.3% between 2019-2020 and 2021-2022 alone, overwhelming admissions departments with an ever-growing number of applications.
All too often, this leads to admissions officials spending hardly any time looking over applications. In other circumstances, poor alignment between campus recruiters and admissions officials can create misconceptions about the admissions process that unfairly challenge students.
Then, of course, there are factorsexpected to impact admissions in thelong term, such as declining numbers of high school graduates, a shift away from the humanities and toward "practical" degrees as well as increased scrutiny on the true value proposition offered by educational institutions.
With so many challenges, higher-ed admissions procedures must adapt and improve to better serve students and administrators alike. So, here are four key tips that higher-ed institutions can use to create smarteradmissions procedures:
Related:How to Make Your Higher Education Institution More Appealing to Prospective Students
1. Provide straightforward and streamlined applications
In an article forThe Atlantic, author and Arizona State University professor Jeffrey Selingodecries the practiceof colleges advertising the use of "holistic" admissions when most schools still primarily base decisions on grades, high school courses and tests. He also notes that asking for extra essays, recommendations and more can "place a particularly unfair burden on students without access to resources such as college counselors, supportive parents or teachers and even a computer with reliable internet access."
为了解决这个问题,两个解决方案是可能的。一个我s a more streamlined system that eliminates the need for essays, information on extracurricular activities and so on. Another is what Selingo describes as an "iterative" approach, where students initially submit high school transcripts. If the transcripts are good, the next "phase" of applications could entail submitting essays, then collecting references until an admissions decision is made.
With either solution, a more transparent (and potentially less demanding) application process can be especially helpful forless privileged studentswhile also easing the burden on administrators.
2. Stick with test-optional and test-blind policies
The Covid-19 pandemic resulted in many schools removing SAT and ACT testing requirements for admissions due to many of these exams being canceled. Even with a return to "normal," however, many schools are continuing to use these policies in an effort to eliminate barriers for disadvantaged students.
Schools that adopt or maintain test-optional policies are better positioned to obtain more applications from low-income and historically disadvantaged groups. As Christopher Rim, CEO of Command Education explainedin an interviewwith U.S. News, "If you have time outside of school to prepare for these exams, you can do that. But if you are low income, you may not have time to study because you might need to get a part-time job in order to support your family on paying rent or with the groceries and things like that."
Essentially, test-optional policies remove a potential barrier forprospective students. Indeed, a report from EAB found that15%of college applicants chose a college because of its test-optional policy, with even higher percentages among Black and Hispanic students (24 and 21%, respectively).
3. Track data with a centralized system
就像商业组织,妥善tracking and organizing data — in this case, student applications — is crucial for getting the results desired by a higher education institution. Without the right software tools in place, a college admissions office could experience slow response times, miscommunications or delayed communications with prospective students, and potentially even the loss of documentation.
None of this will do much to build confidence among prospective students, and withenrollment declines and underfundingputting many schools in financial jeopardy, these are mistakes no institution can afford to make. Such mishaps could make all the difference in a student choosing to attend another school, further undercutting tuition earnings.
Because of this, higher-ed admissions departments should use qualitycustomer relationship management software(CRMs) that allows them to store, track and update admissions data. The use of such software can ensure that no student slips through the cracks and that all admissions decisions are handled in a timely and professional manner.
4. Coordinate efforts with all stakeholders
While each of the previous points may seem to fall within the exclusive domain of admissions officials, such efforts should also be communicated to and coordinated with campus recruitment, advisers, the financial aid office and more.
For example,campus recruitersmust be able to provide accurate information to prospective students regarding the admissions process. Their ability to explain steps in the admission process and potential outcomes can eliminate misconceptions and increase the odds for student success.
In addition, communicating your end goal for application management — be it collecting admissions from as many incoming freshmen as possible or focusing on students who meet certain academic criteria — is crucial for campus recruitment's marketing efforts. Everything from events to print materials can and should be influenced by admissions goals.
By also coordinating efforts with other involved stakeholders in college administration, such as registration and financial aid, you can ensure a smooth hand-off that will make students more likely to choose your school.
Higher education institutions should be at theforefront of innovation— yet for too long, they've remained bound by outdated and inefficient admissions processes that deter students and create unfair barriers to entry. A more efficient, fair and streamlined system, fully coordinated between admissions and recruitment and powered by technology, may prove key to providing necessary steps forward.
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