recruiting underrepresented students: understanding the influences behind the college search and...
DESCRIPTION
Technological and social changes have spawned new opportunities for effectiveoutreach to demographics that have historically been underrepresented at colleges, including African American, Native American, Hispanic, first generation and low-income students. Thissession shares findings from a nationwide study of underrepresented students currentlynavigating the college admissions process, as well as college freshman reflecting on theirexperiences. The research reveals the most significant frustrations and influences in their searchand decision making process. We will take an in depth look at how mobile communication,online media, friends, community-based organizations, student life, and family are influencingtheir decisions. The research includes data and recorded video from thousands of students whoparticipated in surveys, focus groups and in-depth interviews. Session attendees will hear directlyfrom the students themselves and learn the best ways to inform and engage these groups that alltoo often get lost in the frenzy.TRANSCRIPT
today’s|focus • Recruitment is a SMALL part of a larger conversation •First gen, diverse & low income students •Outreach during the college search, application and yield process •Interact and Share: Any ideas, questions or suggestions are encouraged
the|reason
“In 2009, 28% of Americans 25 and older had at least four-year degrees. But the rate for Black Americans was just 17%, and for Hispanic Americans only 13%.” Census report, as reported in The Chronicle of Higher Ed, January 2011
3 surveys conducted over 1 year Focus groups in CA (3), NY, MI, & VA 3,000 respondents- 90% online; 10%
paper surveys 49% from diverse backgrounds, 28% first
generation, 64% low income students Juniors in High School to upper
classmen in College from all 50 states
zinch|project
section|one
Finding and connecting with under-represented
students
key|influencers Who has been most influential in your decision to go college?
key|influencers
2%
7%
12%
17%
22%
African American
Hispanics
All Other Minorities
White
How influential were the following people in your decision to attend college?
key|influencers
2%
7%
12%
17%
22%
African American
Hispanics
All Other Minorities
White
How influential were the following people regarding where you applied or enrolled?
contacting|students
17.8%
7.9%
AfricanAmerican/Hispanic
All Other
Prefer Text Messages
85%
70%
32%
14% 11% 4%
0%10%20%30%40%50%60%70%80%90%
How do you prefer to hear from collegesinterested in recruiting you?
contacting|students
online|access
0% 20% 40% 60% 80%
Other (please specify)
Shared Public Computer
School Library or Internet Lab
Mobile Phone
Personal Laptop Computer
Home Computer
Where do you search for or receive information from Colleges?
engaging|students
2%
4%
4%
6%
7%
7%
8%
10%
14%
15%
22%
Online Fairs
Online Interaction w Students
Books
College Brochures
Campus Life Videos
College Fairs
Online College Reviews
Match making Websites
Official College Websites
In-person Interaction w Students
College Campus Visit
How helpful were the following during your college search and decision process?
search|sites What websites have been most helpful to you
in your college search process?
social|media
0%
10%
20%
30%
40%
50%
60%
70%
Jan, 2009 Oct, 2009 Mar, 2010 Feb, 2011
Have you ever searched for a college on Facebook?
social|media
Facebook Stats (eMarketer Research Group) : •More than 50% of all US internet users visit Facebook at least once a month •42% of the entire US population has used Facebook at least once this month •200 Million active users accessing Facebook through their mobile device
section|two
Helping them navigate the admissions
process
biggest|frustrations
biggest|frustrations
6%
6%
7%
9%
11%
11%
13%
14%
22%
Finding Someone to Answer Questions
College Applications
Meeting Deadlines
Knowing Where to Apply
Financial Aid Forms
Paying College App Fees
Standardized Tests
Writing Essays & Personal Statements
Finding Scholarships & Financial Aid
What was the most challenging during the college admission process?
*Largest discrepancy between student groups was “paying college application fees” was rated VERY FRUSTRATING by many more African American and Hispanic Students than the general population
counsel|first
“We see ourselves as counselors first, enabling prospective students and their families to make informed decisions about their futures.” Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University,
always|educate 1. Clearly define confusing terms:
First Gen, Student to Faculty Ratio, Early Decision, Waitlist, Yield, Rolling Admissions, etc.
2. Parents, parents, parents!! (See next
slide)
3. Personal Approach
“Although you are interacting with hundreds of possible candidates, each student appreciates feeling as if you personally want them to go to your school and that they'd be a perfect fit.”
-High School Senior
parent|outreach
0%
10%
20%
30%
40%
50%
60%
Hispanic Black White
Not At AllSomewhatVery Involved
“Trust and support are key to any successful admissions strategy and especially when dealing with under represented and first generation families.” Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University
admission|counselors
5%
6%
6%
12%
20%
24%
27%
Same ethnicity as me
Same religious background
Same gender as me
Close to me in age(i.e under 30 years old)
Same educational interests
Attended the college we're discussing
Personal emails, meetings or phone callsover time
Which qualities are most helpful when working with an admissions counselor at your top choice universities?
more|ideas Create content and communication channels specifically for under-represented students.
have|fun
Charta Squad
section|three
Factors that impact their enrollment decision
Important|factors
0%
2%
4%
6%
8%
10%
12%White
AfricanAmerican
Hispanic
All OtherMinorities
Important|factors Top Ten Factors: 1. Academics or Majors Offered
2. Financial Aid or Scholarships Offered
3. Campus feel that is welcoming to students
4. Career placement for graduates
5. Campus life and social activities
6. Rank or reputation of the college
7. Location of the college
8. Campus setting
9. Student services offered
10. Expected salary upon graduation
Key Takeaways or differences 1. “School Rank” was less important to
African American or Hispanic/Latino students.
2. “Campus setting” was more important to African American and Hispanic students than other student groups.
3. African American and Hispanic/Latino students ranked “expected salary” higher than other student groups.
4. African American and Hispanic/Latino students ranked “students support services” higher than other student groups .
5. “Diversity of the campus & community” ranked significantly higher among minority students than Caucasian students
Campus|tours
40%
50%
60%
70%
Visiting MoreCollege
Campuses
Applying ToMore Colleges
Applying ToMore
PrestigiousColleges
Applying ToOut-Of-State
Colleges
Financial concerns prevented me from the following?
• 75% of current college students said they had visited the campus before enrolling • 70% of students said they visited between 1-4 schools •When asked what you would do differently, 77% of students said, “Visit more schools”
Campus|tours
“To have more students from the college explain student life at the college, the finances and extra activities that can be done. When on a campus tour, non-virtual or virtual, walk through a students day at the college. I would like to be able to read or hear from students currently
attending that specific college.”
Involve current students as much as possible
current|students
section|four
Key Takeaways and Action
Items
1. Outreach to all. (Students, parents, teachers, counselors)
2. Join and participate in local access groups, establish or set up local satellites
outreach offices.
3. Email is preferred, but Mobile, Text and Social Media can’t be ignored.
4. College search sites impact students decision on where to apply/enroll.
5. Students are frustrated the most by financial aid and scholarships. Make this easy and accessible and consider in person or online trainings to students and parents.
6. Counsel first and always be personal and approachable.
7. Campus tours are crucial, do what you can to support students in this effort., especially low income students. Consider virtual options as well.
8. Involve current students as much as possible.
Final|takeaways
Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University Troy Onink, Forbers College Crossroads Blog http://blogs.forbes.com/troyonink/2011/03/03/candid-perspective-on-minority-admissions/
Jessica Krywosa, Suffolk University, doteduguru.com
@jesskry Posse Foundation, http://www.possefoundation.org/ Charta Squad, Art Samuels, Director of College Guidance, Willamsburg Charter High School, Brooklyn, NY
big|thanks
other|stats
Presentation Appendix
student|demographics
5%
57%
22%
5% 11%
Education Level
High School Junior
High School Senior
College Freshman
College Sophomore,Junior, or Senior
Other
student|demographics
54%
18%
14%
7% 5%
2% Background
Caucasian or White
Black or African American
Hispanic or Latino
Asian
Mixed Race
Native American
Pacific Islander
student|demographics
15%
31% 18%
17%
14% 5%
Income Levels
< 20,000
20,000 -50,00050,000 -70,00070,000 -100,000100,000 -150,000
28% 72%
Are you the first in your family to attend a College or
University?
Yes
No
student|demographics
0%
20%
40%
60%
80%
4 Year Public College
4 Year Private College
2 Year Or Community
College
What Type Of School Do You Plan on Attending?