Steering the Enrollment Ship:

A Guide to Collaborating in Recruitment & Retention Efforts

Kate Howard, The University of MemphisDestin Tucker, The University of Memphis

Know the Ropes: Who We Are

Recruitment & Orientation Services• Initial point of contact for prospects:

– Phone, Email, College Fairs, Campus Tours, Special Events

• New Student Orientation– Orientation Programming for all new

undergraduates

• Retention – Student Employees & Ambassadors, ACAD

Instructors, Welcome Week & Convocation Committees, Parent Programming, Ad-Hoc Committees, Faculty/Staff Advisors

Know the Ropes: Laying the Groundwork

Theory• “…the growth and

development of students is a central goal of higher education.” (Evans et al, 1998)

• College application process comes at a time when students are “moving in, moving through and moving out” of phases in their lives

• Brofenbrenner’s Human Ecology Model

Funding • 2010 Complete

College TN Act • Outcomes based

funding determined by institutional mission.

• 25 states using performance-based models – 5 more to follow

• Most Aggressive Model: TN – 100% Outcomes

Know the Ropes: Laying the Groundwork

Theory: Chickering’s 7 Vectors• Developing competence• Managing emotions• Moving through autonomy toward interdependence• Developing mature interpersonal relationships, • Establishing identify• Developing purpose• Developing integrity

Application • Students enter college at different stages• Familiarity with all of the vectors in order to meet

students at their level of competence• Helps to determine how & what to showcase

students through admission & retention practices

Know the Ropes: Who should be your first mate(s)?

1. Determine Key Stakeholders

2. Create Buy-In3. Communicate4. Involve

Admissions Counselors

AVP Student Affairs / Dean of Students

Assistant Director

Honors Program

Know the Ropes: Key Stakeholders

Faculty

Advisors

Deans &

Directors

Current Students

Physical Plant

College

Recruitment Staff

Financial Aid &

Scholarship

Enrollment Services

EVERYONE!(Recruitment & Retention is everyone’s

responsibility)

Know the Ropes: Who should be your first mate(s)?

Create Buy-In • Recruitment Advisory Committee

– Associate Dean of College of Arts & Sciences – Director of Student Services of College of

Engineering – Vice President of Marketing & Communications– Transfer Advisor– Director of Admissions– Assistant Director Center for Academic

Retention – Dean of Graduate School – AVP Student Affairs/Dean of Students

Know the Ropes: Who should be your first mate(s)?

Create Buy-In • Orientation Advisory Committee

– Director of Recruitment – Director of Residence Life– Vice President of Marketing & Communications– Academic Advisor– Engineering Faculty Member– Associate Dean of Students of Multicultural

Affairs– Transfer Center Representative– Assistant Vice President for Student

Development

Batten Down the Hatches: Ensuring Smooth Processes

• Provide Clear Guidelines (Communication is KEY!)

–What is everyone’s role?• Set-Up • Message • Timeframe

–Best Methods of Delivery • Social Media• Panels• Information Fair• Presentations / Special Interest

Break-Outs

Batten Down the Hatches: Avoid Shipwreck

• Events – Design a comprehensive program that meets

students’ individual needs!– Requires all parties represented – Need all facilities available

• Building Relationships: Admissions Counselors, Faculty & Staff– Key Contact Lists – Ensure an understanding of the processes – Encourage & model 24 hours or less in

responding to emails, phone calls– Social Media- if you use it, you have to respond

Batten Down the Hatches: Common Pitfalls

• Bureaucracy–Health Forms– Registration Holds

• Technology – Test, test, test – “What can go wrong will go wrong”

Final Port: How to get to the end goal

• Involve the right people at the right time!– Recruitment is just the start! –New Student Orientation – First Year Seminar – Sophomore Slump – Student Involvement Programming – Academic Internships – Study Abroad Experiences

Final Port: Questions

Kate Howard mkhoward@memphis.edu@MKate_Howard

Destin Tucker destin.tucker@memphis.edu@destin_tucker

Reference List

• Complete College America. (2014). http://completecollege.org/strategies/#stratHolderPathwaySuccess

• Evans, N. J., Forney, D. S., & Guido-DiBrito, F. (1998). Student Development in College. Jossey-Bass: San Francisco, CA.

• Renn, K. A. & Patton, L. D. (2011). The Development of Student Affairs. In J. H. Schuh, S. R. Jones, S. R. Harper and Associates (Eds.), Student Services: A Handbook for the Profession (pp. 242-256). Jossey-Bass: San Francisco, CA.

• Tennessee Higher Education Commission Outcomes‐Based Funding Formula (n.d.) http://www.state.tn.us/thec/Divisions/Fiscal/funding_formula/1-Outcomes%20Based%20Formula%20Narrative%20-%20for%20website.pdf

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