Foundations of Enrollment Management

Introduction 

The increase in the demand for quality education in the past and present decade has redefined the enrollment management strategies applied by institutions. Stemming from high population growths across the world, as well as globalization effect; the demand for education has increased at a very high rate that sees institutions overwhelmed by the number of applicants. Enrollment management goes beyond the admission of students into a learning institution and ventures into the strategic vision of the institution. Higher education institution such as colleges and universities, therefore, apply a carefully thought and strategized procedures to guide the recruitment of students. Learning institutions offer different programs within their faculty, and each of the programs holds its competitiveness. The competitiveness of a program is informed by the job market and the status of the program therein. Therefore, some programs may receive a very number of applicants as opposed to others. Enrollment management ensures that the capacity and standards of programs are maintained while considering the financing options and capabilities of the candidates. The role of enrollment management has drastically been expanded to include other facets of the institutional progress. This paper will strive to illuminate the scope and evolution of enrollment management since its conception. 

Role and origins and evolution of Enrollment management

Enrollment management originated in the growing need for higher education institutions to meet their admission needs. As the demand for high education increased, the institutions began to receive large volumes of applicants every year. However, the recruitment became complex in its delivery of duties to the students as well as the institution. On the one hand, there is need to maintain the standards of education within the institution to aid the institution’s competitiveness. On the other hand, there is need to ensure that the capacity of the class sizes within the institution has been reached (Bavier, 2017). The perspective takes the idea that if the recruitment does not ensure the capacity of the class is reached, there will be wastage of resources devoted to that class. The consequence that will follow is the increase of the fees payable per student to cater for the small capacity in the class. Similarly, there are several facets of the institutions, students’ life as well the society that influences the recruitment and pursuit of higher education. The role of enrollment management ensures that the higher education institution’s strategic goals and growth are met. The role, therefore, seeks to systematically ensure that all the factors that surround the recruitment process of students are attended and considered. The process of student recruitment produces the role played by enrollment managers in the institution. Therefore, the process starts with the careful and systematic management of the movement of interested individuals to applicants in an institution. The role is intense as it involves the recruiter to be persistent and be able to create a relationship with the concerned party (Dennis, 2016). The strategy is informed by the fact that potential students apply to multiple institutions at the same time. Therefore, the determinant factor is embedded in the ability of the recruiter to convince and build trust.  Institutions of higher learning recognize the various facets that exist within the society as well as in the political dynamics. Therein, enrollment management takes up the role to ensure that the institution adheres to those facets. For instance, due to the increased awareness and in benefits of diversity, as well as the presence of diverse cultures in the country, enrollment management must ensure that the recruitment process reflects the diversity goals of both the institution and the society (Cooper, R. 2015).Similarly, enrollment management needs to make sure that the recruitment process generates revenue to the organization. The role is accomplished by ensuring that the recruited students can pay most or all of the tuition fees that are not subsidized. The role of enrollment management has been expanded to encompass retention of students in the institution. The function requires the involvement of the enrollment managers in the capacity of the students as well as their suitability to the program which they are enrolled. Therefore, the recruitment process becomes rigorous in the effort to determine the appropriateness of students in the program. The strategy is informed by the if the recruiter does not consider all the factors, then the retention rate of students as well as performance drops which is potentially disastrous to the reputation of the institution.

Institutional departments that encompass enrollment management

A single department cannot manage the complexity and importance of the enrollment process to higher education institution. Several departments within the institution work together in coordination as the enrollment team. Every department in this team has a crucial role and function that affect and determine the success of the enrollment strategy.  Public relations department forms part of the team in enrollment. It's tasked with the day to day relations with the society and the public of the institution. The efforts of the public relations reflect on the reputation and perception of the institution as a potential option for a student. Therefore, the role of the public relations in this team is to ensure that the reputation of the institution is maintained and positively growing. It's also tasked with the advertisement and information dissemination of the programs in the institution. Since among the primary functions of the enrollment management is to raise revenue, the finance department is an intrinsic part of the team. The department is responsible for the ensuring the financing of the enrollment efforts. For instance, it will determine the number of professional recruiters needed as well as the capacity of the facilities within the institution (Dennis, 2014). Career counselors form part of the recruitment team. Their role is concentrated in understanding the objectives of the potential students. The strategy is categorical in matching potential applicants with suitable programs in the institution.

Public relations; my role in enrollment management

The reputation of a higher education institution is dependent on the information that circulates in the community. Similarly, potential applicants rely on the information they gather online or otherwise to make an informed decision. A role as a public relations specialist matches my understanding of media and communication. Conversant with the various modes of communication as well as the different ways through which to reach out to the people, building perceptions as public relations specialist will be enhanced. Similarly, the youth subscribe to nearly ninety percent of the enrollments in higher education institutions, as a young person I understand the trends that inform the young people’s decision and therefore become an invaluable asset to the enrollment management team.

Conclusions

Enrollment management as discussed has evolved in its functions from the mere and straightforward role of admissions to higher education. Its expansion has increased and expanded to incorporate various facets that influence the enrollment of students in an institution. Therefore, the complexity of the process to include the finances, program choice, advertisement, admissions, institutional capacity as well as retention are intended to attain the objectives of the institution. Therein, enrollment management is embedded in many functions of departments in an institution. Therefore, it's imperative to ensure the coordination of those functions for the achievement of the set strategic goals.

References

Bavier, A. R. (2017). Beyond Admission: Enrollment Management. Nursing Education Perspectives, 38(1), 1. Cooper, R. (2015). The Shared Services Organizational Model in Higher Education Enrollment Management: the Application of the Transactional Components of the Burke-Litwin Model of Organizational Performance and Change and the Moderating Effect of Employee Engagement on Individual Motivation. Dennis, M. J. (2014). Who is responsible for managing enrollment?. Dennis, M. J. (2016). Practice effective retention strategies to increase enrollment. Enrollment Management Report, 20(8), 1-3.