Babe Ruth once said, “You just can’t beat the person who won’t give up.” Apply that sentiment to Wayne State University and its incredible staff and faculty who help deserving students find their place here. We will not be beaten by a pandemic, economic uncertainty or competition because we are Warriors. We have the grit and the fortitude to improve the community in which we research and teach, and motivate each other to make Wayne State the best it has ever been. Here are a few thoughts to keep in mind as you recruit students in the current climate.

What we know

We know that the pool of traditional college students is shrinking due to birth rates and changing views of college education. We also know that the competition is heating up. Not only with other Michigan universities but also from online programs across the country.

When the pandemic forced students to go online to complete high school and college courses, they were separated from their friends and social events and had time to consider the year ahead. In May 2020, the and several themes were similar for prospective undergraduate, transfer and graduate students who are being recruited for fall 2021. Acknowledge these changes in the lives of prospective students to help form your conversations with them going forward.

Money

Finances after COVID have quickly become the greatest concern for prospective students. Many families lost jobs and fear layoffs. Students are concerned about the value of degree programs and want to see how degrees will improve career possibilities or career advancement before enrolling.

Students are considering whether they can afford tuition at all and might be helping their families by working full time instead of enrolling in college. They may also see shorter, less expensive trade school programs as the quickest way to earn job skills. It will be essential to keep these concerns in mind when communicating with prospective students to help them see the inherent benefits of a college degree. Let them know that they can meet with WSU advisors with program questions and that they should schedule advising appointments at least once per semester. If they have concerns about financing their degree, refer them to other professionals on campus.

Personal contact

All prospective students surveyed preferred personal connections over auto-replies. Incoming students might not know which major to choose, and talking with faculty, students, advisors, or recruiters can illuminate a path from the classroom to career.

Connections with passionate faculty can excite and motivate students to choose a similar discipline. Consider offering faculty/advising office hours for prospective students, hosting virtual information sessions or creating short videos with current students in your lab. Take time to connect with prospective students when their questions pop up in your email and consider offering a brief virtual lecture to excite Zoom-fatigued high school classrooms.

Reaching out

Students surveyed appreciate connectivity. When I was finishing my bachelor’s degree as an adult and nontraditional student, one of my professors told me that I have the potential to do great things. He strongly encouraged me to consider graduate school I used that sentiment as fuel when my graduate courses became difficult and time-consuming years later. Students thrive when a university, program or faculty member believes in their potential to excel. Convey to prospective students the potential you see in them and invite them to apply to your graduate programs. Identify enthusiastic students early in their undergraduate programs, help them understand how it works, and talk about the process of applying to your grad programs and funding their education. The earlier they understand the requirements of admission to your programs, the better prepared they will be when the time comes.

Summing up

This fall, we learned that prospective students do not attend virtual mass recruitment events at the rate they do in-person college fairs and open houses. However, the students and families who found their way to a personal virtual meeting or small group Q&A responded very well to the attention they received.

I will continue to look for opportunities to connect faculty with prospective students and would welcome the chance to discuss your department, your programs and your ideas or concerns about recruitment. We can reach future Warriors if we work together and learn how to respond to this and future obstacles.