Farewell 2009
In the main, 2009 is behind. As we look to 2010, I wanted to offer three observations/predictions related to student recruiting.
First, I agree wholeheartedly with my friends at Scannell & Kurz when they say that one of the primary recruiting messages must be affordability. As you think about affordability, don’t overlook two key issues that will help make the case for affordability: time to a degree and outcomes. If your school graduates students in four years, make sure your prospects and parents know this. And if your students get the jobs and get into the grad schools they desire, then you have demonstrated affordability.
Second, we can expect the competition for traditional students to be hot; especially those students who can pay some portion of their tuition. As a consequence, good students are getting waitlisted into better schools and these good schools—especially those colleges in the middle—will find themselves buying students that they have historically well served. There is concern, too, that in this chase they will lose their ability to shape their class as they focus more completely on simply getting the class.
The only response to this challenge is differentiation. I know that I sometimes sound like I only have one string on my banjo, but the creation of a strategy that differentiates your institution from your handful of competitors in ways that target audiences care about is of unparalleled importance. In the months and years ahead, it is not about doing “more” (we can’t afford it) or doing better (almost every school already offers a truly great experience), but doing different.
My third observation is a little more personal. Right now, the recruiting talent that may well spell the difference between success and failure is under significant distress. They are frustrated because they are being asked to do more with less. They are frustrated because they are overburdened. And they are frustrated because they feel underappreciated. Right now, this talent needs tangible reassurance that they, and their contribution, are valued. You may not be able to give monetary rewards, but creative leaders and managers will find a way to show their key players that they are valued.
That’s it for 2009. See you in 2010.
Photo by Jorg Dornblut
