c a p p s 3 2 n d a n n u a l c o n f e r e n c e 1 · wonderlic, inc. • for over 75 years,...

1C A P P S 3 2 n d A n n u a l C o n f e r e n c e

BROUGHT TO YOU BY:

Dr. Jean NorrisDr. Jean Norris

Sr. InstitutionalEffectiveness

Specialist

Managing Partner

WONDERLIC,INC

NORTONNORRIS, INC

Dr. Amanda OppermanDr. Amanda Opperman

o Understand perceptions of career college admission professionalso Learn how to partner effectively with high school guidance counselorso Identify the most challenging obstacles to enrollment successo Pinpoint personal skills needed for successo Explore opportunities for professional admissions development and

credentialingo Understand the importance of having the right people working in and

leading admissionso Improve ROI and compliance through a more professional admissions

process

C A P P S 3 2 n d A n n u a l C o n f e r e n c e

Overview

4CAREER EDUCATION ADMISSIONS SYMPOSIUM

PRIVATECAREER

EDUCATIONCOMMUNITY

COLLEGEHIGH SCHOOLCOUNSELING

1. Improve service to students interested in alternate routesto higher education

2. Identify effective approaches to meeting the challengesahead

3. Provide methods to support the growth/expansion of thecareer education college admissions profession

HIGHER EDVENDOR/

PARTNERS

RESEARCHFOCUS

• CHANGES AND CHALLENGES

• SERVING UNDERSERVED POPULATIONS

• BEST PRACTICES

• PROFESSIONAL DEVELOPMENT

RESEARCH SOURCES

• Survey of career school and community collegeadmissions personnel

• Analysis of related research

• In-depth interviews with admissions directors

CHANGES AND CHALLENGES

• Admissions and recruitment are top challenges for both publicand private sector schools

• Schools are using recruiting and marketing practices that theybelieve to be ineffective.

• Schools aren’t using practices that they believe are effective.• The quantity of leads judged to be qualified has declined over the

past few years.• Technology has changed the way that prospective students

interact with admissions.• Prospective students are underprepared and overwhelmed by

the process.

IS THERE RESPECT FOR THEADMISSIONS PROFESSION?

What we found:

• The profession of admissions representative is not perceived asbeing well-respected across all sectors.

33%

18%

44%

Well-respected across sectors

Respected outside own sector

Respected in their sector but not inall sectors

0% 10% 20% 30% 40% 50%

Sales

EFFECTIVE ADMISSIONS PRACTICES

• High school visits

• Campus Day for high school students

• Using enrolled students in recruitment and marketing

• Campus Day for high school counselors

• Dual enrollment

• Pre-enrollment education/advising

SERVING THE UNDERSERVED

• Recruit students in nontraditional settings

• Involve enrolled minority students

• Emphasize “recruiting the family”

• Early outreach

• Native language materials

• Flexible financial aid packages

• Make full use of TRIO

PROFESSIONAL DEVELOPMENT

• Most admissions representatives participate in professional developmentbeyond that required of them.

• Most professional development is done via webinar.

• In a majority of instances, professional development is paid for by theinstitution.

• Only a small portion of reps belong to a professional association.

• 74% of those surveyed felt that belonging to a professional associationwould somewhat or greatly enhance their feelings of professionalism.

12


TopChallenges

C U R R E N T S TAT EA N D C H A L L E N G E S

Top Challenges to EnrollmentSuccess

What specifically is preventing youfrom recruiting and enrolling more

of the right students?


• Government Scrutiny


• Government Scrutiny

• Don’t Answer thePhone

• Increased NoShows

Prospective StudentPreferences

Getting/Submitting

Information viaTechnology

Desire 24/7Access

Expect InstantResponse

Prefer Virtualover Face-to-

FaceCustomization is

Key

“Institutions need to adopt multi-modecommunication strategies and continue to

develop information sources in order toengage prospective students.”

Source: A Model of Students’ University Decision-Making Behavior. SEA - Practical Application of ScienceVolume II, Issue 3 (5) /2014.

Ease of getting college infodoesn’t make it the right choice


• Government Scrutiny• Don’t Answer the Phone• Increased No Shows

• Unsure if admissionsinterview even worksanymore

Survey Results

92%

6% 2%0

20

40

60

80

100

YE S N O U N S U R E

DOES YOUR SCHOOLCURRENTLY USE AN

ADMISSIONS INTERVIEWAS PART OF YOUR

RECRUITMENTSTRATEGY?

86%

8%19%

0

20

40

60

80

100


DO YOU BELIEVE ITHAS A POSITIVE

IMPACT ON STUDENTRETENTION?

66%

10%24%

0

20

40

60

80


DO YOU BELIEVE IT ISEFFECTIVE IN

SECURING QUALITYENROLLMENTS, AS ITIS CURRENTLY USED?


• Government Scrutiny• Don’t Answer the Phone• Increased No Shows• High School

partnershipscould bestronger

• Unsure if admissionsinterview even worksanymore

But…High School Guidance NeedsYOUR Help!

• High student-counselor ratio

• Many demands placed on school counselors

• High poverty, low home support, many roadblocks

• Lack of time, lack of resources

• Counselors lack knowledge about ALL options available to students -need for communication & training

• Limited scholarship dollars and limited knowledge about financial aidprocess

How can we help them?

So, What Can We Do?

• Hire caring, talented professionals atthe high school and post-secondarylevel.

• Form partnerships between highschools and post-secondaryinstitutions.

• Provide professional developmentopportunities for high schoolcounselors to learn more aboutprograms and resources.

• Help counselors provide opportunitiesfor students and parents to learn aboutand explore programs.

DR. JEAN NORRISMANAGING PARTNERNORTON | NORRIS, INC.


The Future ofAdmissions

B E S T P R A C T I C E S

5 Universal Truths

Admission Professionals are passionate abouthelping studentsAdmission Professionals are passionate abouthelping students

Guidance Professionals are passionate abouthelping studentsGuidance Professionals are passionate abouthelping students

Vendor/Partners are passionate about theirClient/Partners who want to help studentsVendor/Partners are passionate about theirClient/Partners who want to help students

Student preferences may not align withapproaches used in recruitment/admissionsStudent preferences may not align withapproaches used in recruitment/admissions

Meaningful student outcomes take centerstageMeaningful student outcomes take centerstage

Problem:Expensive/Lack

of Resources

Problem:Expensive/Lack

of Resources

Solution:Automated

Pre-EnrollmentAdvising

Solution:Automated

Pre-EnrollmentAdvising

The Future of Recruitment & Admissions

Guided byreal-life,

onscreenstudents

“ReverseTeleportation”bringing the

campus to theprospective

student

Source: Virtual Reality And The Brave New World Of College Recruiting (Forbes July 2014)

It has been estimated that 47% of total U.S. jobs couldbe automated and taken over by computers by 2033 andit’s not just blue-collar jobs.

In a recent Fortune article, the author states,“researchers are beginning to see that artificialintelligence, robotics and new disruptive technology arechallenging white-collar professionals that previouslyseemed invulnerable.”

Can Admission Professionals BeReplaced?

What’s Causing The Shift?

“Technology has become more sophisticated” and the sheerspeed of technological advancements and the availability of data,leads to machines that can now perform “higher level cognitivetasks.”

“The machines of the Industrial Revolution overcame limitations ofhuman muscle, while the robots and artificial intelligence of todayare overcoming the limitations of our individual minds.”

On-Demand, Pre-Enrollment Advising

Turning Strangers into Students®

(and Advocates)

What Do Prospective StudentsThink?

MGC goes WAY beyond a fewquestions on a website – it’s aproven coaching/counseling process tohelp a prospect determine life goals,program fit, and school selection.Even better…my “life plan” is sharedwith Guidance Coaches at the schoolfrom admissions through graduation!

Capturing uniqueinquiries not

duplicated by othersources

Students enteringMGC are 350%

MORE likely to enroll

Up to 25% of prospectivestudents complete the entire

pre-enrollment advising processonline while others prefer

contact with an admissionprofessional during discovery

1.2 Million students drop out (of college) everyyear. Each of these students will costtaxpayers roughly $292,000, as they’re morelikely to need community assistance.

1.2 Million students drop out (of college) everyyear. Each of these students will costtaxpayers roughly $292,000, as they’re morelikely to need community assistance.

“Getting the right fit between a student’s goals,needs, and values and the institution is a criticalfactor in retention” and the cost of a poor fit ishigh: “almost half of students who leave schoolin their first year, never return to post-secondary education.”

“Getting the right fit between a student’s goals,needs, and values and the institution is a criticalfactor in retention” and the cost of a poor fit ishigh: “almost half of students who leave schoolin their first year, never return to post-secondary education.”

Sources:Changing the Picture of Education Across America

Recruitment Begins with RetentionThe Art of Student Retention

Meaningful Student Outcomes

Professionalize College Admissionspro·fes·sion·al·ize | prəˈfeSHənlˌīz/ Verb

give (an occupation, activity, or group)professional qualities, typically by increasingtraining or raising required qualifications.

Celebrate & Expand the Profession!

36


Dr. AmandaOpperman

The Importance of the AdmissionsRepresentative

• Drive enrollment by providing superior customerservice to students

• Reduce costly mistakes by maintaining compliance

• Contribute to retention by admitting qualifiedstudents

• Contribute to job placement by setting realisticexpectations

• Engage students before they enter a classroom witha positive introduction to the school

Wonderlic, Inc.

• For over 75 years, Wonderlic has been successfully helpingemployers with employee selection.

• Wonderlic assessments help identify and select the mostqualified job candidates.

• The knowledge and expertise we’ve acquired in working withtens of thousands of employers is unmatched in the industry.

• From screening thousands of applicants for multinationalenterprises with hundreds of locations to assisting smallemployers, Wonderlic employment tests result in betterhiring decisions.

Employee Assessments

• Cognitive Ability

• Personality & Integrity

• Motivation

• Job Knowledge & Skills

• Pre-screen & Interview Questions

• Automated Reference Check

Building the Job Profile & SettingCut Scores

• Tasks• Tools & Technology

• Knowledge• Skills

• Abilities• Work Activities• Work Context

• Interests• Work Styles

• Work Values

Wonderlic has developed an algorithm (correlated with theO*NET database) that generates pre-employmentassessment solutions according to specific job profiles:

Building the Job Profile: IdentifyingCompetencies

Wonderlic

Norton Norris

Subject Matter Experts

• During the job analysis process, a Wonderlic Consultantasked for examples of tasks that align with overallcompetencies.

• After the job analysis conversation, the Consultant utilizedthese tasks and other information gathered to rate theimportance and the level or difficulty of 92 subcompetencies.

• Importance was rated on a five-point scale from "NotImportant" to "Extremely Important." Level or difficulty wasrated on a seven-point scale, from very “Easy to “VeryDifficult.”

Digital Badges Verify that You’veGot the Skills!

43

M O V I N G F O R W A R D

CareerEducationAdmissionsMemberOrganization

What wouldyou like to see?

DesiredServices

Local,State,

NationalLeadershipOpportunity

Amanda [email protected]

www.Wonderlic.com

Dr. Jean [email protected]

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