If you're like most institutions, you probably measure nearly everything that happens in Admissions. Representative activity reports and goals are important, but Admissions can't do it alone. Creating institutional connectedness can dramatically impact a student's commitment to enroll, start classes and graduate. Listed below are just a few of the things you should consider.

Back To Basics for Admissions. No matter how seasoned or effective your Admissions team, there are two areas where they can always use more training. If you've ever been involved in sports, you know that practice is repetition of the 'fundamentals'. If you can't dribble a basketball, it's no use practicing to slam-dunk!

Telephone Training. Telephone work is not usually a favorite task of Admissions Representatives. However, effective use of the telephone for interacting with prospects and applicants cannot be overlooked. It starts with phone work and effective use of telephone conversations is key. On our Best Practices site, we have an article about leaving effective telephone messages. If you haven't read that, I would encourage you to do so. It outlines how to use telephone conversations effectively in the admissions process whether they are messages or 'live' conversations. Practice, practice, practice...role play, role play, role play.

Need-based Selling. Representatives are typically so focused on telling potential students everything they know that they don't find out what the student really needs or is interested in hearing! We've all experienced people like that when we consider buying something. We know we need it (or want it), but we have specific interests and questions. Your prospective students are not different. Get your Admissions team to ask probing questions, identify prospect interests, needs, goals and barriers and then presenting the appropriate information. This alone will make a signficant difference.

Financial Aid Staff is Crucial. Financial Aid is an important and necessary component of recruiting and retaining students. They are also, typically, swamped with paperwork and regulations. One of the easiest things you can do is provide them with training to overcome objections given by students concerning cost.

Selling Value. A student's decision to attend, or continue attending, your college is based on the cost/value equation. Students measure the 'value' of attending your institution based on their cummulative experiences in and out of the classroom. It is important to note here that 'value' is based on the student's perspective, not ours!. Discussions about finances are usually the place these objections come up, which means your Financial Aid and Business Office staff probably hear from students the most concerning cost.

It is important for your Financial Aid staff to be able to articulate clearly the value of attending college not just the cost! While their primary role is to assist students in funding their education, they also must be able to tell them why and how making that type of investment is in the student's best interest. Don't focus on the cost as much as the value. Education pays big returns for students.

"Using current students is an effective recruiting tool."

Faculty Involvement. Getting faculty involved early in the recruiting process is a great retention tool as well. Students will be spending most of their time in the classroom. Getting them acquainted with your faculty can help them feel at ease, confident and excited about attending your institution. Faculty know the most about their program(s) and the classroom environment. They are one of the primary 'value' items your prospective students are receiving from your institution! Introductions and Touring. Take time during your tours with prospects to introduce them to faculty who may be available. Even if they are teaching classes, having your staff 'introduce' them by explaining their background helps give potential students more information concerning your college.

Orientation. Faculty should also be involved in your orientation program. Effectively designed orientation programs give students the opportunity to 'experience' the classroom and get to know the faculty as real people. We sometimes forget how intimidating it can be to walk in to a classroom the first day. Students are filled with all kinds of doubt about their ability to interact and success academicially--even if they've done well in school before!

Career Services--a Critical Key. Students (and parents) are increasingly concerned with the outcomes a college education will provide. They want to know the types of positions they will be qualified to hold, the job outlook and the range for starting salaries. Utilizing Career Services personnel to assist them in choosing a major and answering questions concerning career options is extremely effective. This is one of the majors ways you can sell the 'value' of your education. Visit our Best Practices for an article concerning ideas on how to utilize Career Services in your Admissions process.

Current Students. And, you have a building full of excellent representatives...your students! Today's potential students are very savvy consumers and they will be more impressed by the things your current students tell them then anyone else.

As Ambassadors. If you develop an effective Ambassador program, your current students will gain some excellent skills (public speaking, critical thinking, interpersonal skills) as well as assisting your recruiting practices. Student Ambassadors can assist you at orientations, give tours to prospective students and their families and help to make follow up calls to leads and applicants. Of course, you're going to want to provide them with appropriate training and to make sure they represent you appropriately. This needs to be supervised closely...there are some real disaster stories about student ambassadors that have not been properly trained or monitored!

Success Stories and Spotlighting. Another way you can 'show off' your current students is utilizing some wall space and bulletin boards. It's also a great retention tool. Current student profiles may be testimonials, academic achievements, etc. Career Services should be able to provide you will information concerning recent placements. Taking a picture at orientation and or when they register with your Career Services office and typing up an information sheet is very effective. People like to relate themselves to current students and graduates.

Build a Village. Effective recruiting programs are a process that reaches outside your Admissions Department. Everyone at your college should be included in recruiting and retention activities. The more people they meet, the more people they form a relatioship with resulting in an increased opportunity to 'bond' with your college! It requires planning, organization and supervision and will provide measureable difference in your ability to convert more of your leads to students (and graduates!).