Institutions of higher learning such as universities and colleges are very complex by their very nature of existence. For instance, the numbers of diverse courses offered at these institutions are delicate. They require well-trained professionals and tutors to guide the students. The student population, on the other hand, requires well-planned strategies to govern it. With every intake, universities enroll students with different cultural, financial and social backgrounds. The professional field of enrollment management, therefore, requires a competent expert who will understand the vision of the university and the needs of the students and how to harmonize the two cordially (Ebersole, 2014). The career of enrollment managers basically involves three distinct duties namely; marketing strategies, recruitment duties, and retention strategies. Marketing strategies involve all the ideas put in place so as to raise the market profile of the university. For instance, exchange programs with local or international students will raise the awareness and existence of the university in a new area positively. An online presence of the university is also essential especially in the current advancement in the technological field. Recruitment entails the meticulous details of accepting prospective students into the university. For the continued existence of the university, retention of the students year after year is also important. Different strategies and ideas are implemented to attain this goal.
Critical Skills and Competencies
Just like many professionals, enrollment managers are compelled to be highly competent in order to perform their duties well. They need to remain relevant as different aspects of enrollment in the university change. For instance, with the current advancement in the IT sector, enrollment managers need to acquire the necessary skills to stay abreast of any new technological advancement. They also need to understand how to work with complex software systems that are required in this field. Exemplary analytical skills aid in the interpretation of data and presenting information to stakeholders in a simpler format. Creativity as a skill ensures that enrollment managers can solve problems creatively while taking into consideration different aspects such as the conservation of resources and the impact of such decisions on the student population ( Bryant, 2013 ).
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Administrative and budget allocation skills ensure that resources are utilized in the most efficient way with minimal wastage (Ebersole, 2014). The costs incurred to accomplish a certain benefit should be reasonably low. Strategic planning skills are also essential to ensure that projects are implemented within the timeline and scope that is desired. To ensure the smooth operations of the office, the enrollment professional should also be equipped with strong organizational skills. Interpersonal skills ensure that the professional can interact and relate well with different stakeholders such as the students, parents as well as other managerial staff.
Benefits and Challenges
Every career field has its own advantages and shortcomings. The enrollment professional is not exempted. The advantages that an enrollment manager has to his disposal are numerous. Educational and professional development is one such benefit. With the many resources and learning materials available in the universities, enrollment managers are awarded opportunities to further their educational and professional expertise. Many institutions of higher learning are now sponsoring their own professors and lecturers to attain higher academic qualifications. Scientific resources and consultation are also available to aid in conducting research ( Bryant, 2013 ).
Family insurance and medical covers is another notable benefit awarded to enrollment managers. With health insurance, they are able to insure themselves as well as their immediate family members against illness and death. Enrollment professionals are in a field that demands most of their time. In relation to this, enrollment managers are also awarded different time-off packages such as personal time and vacation. It is also a benefit and a huge privilege that enrollment managers get to impact the lives of so many young professionals who have a direct impact on the future and prosperity of the nation. Such a task opens up different lines of networking to other different professionals. Having devoted many years as professionals, enrollment managers are rewarded reasonably through different retirement plans. Retirement plans are inclusive of many benefits such as monthly stipend allowances ( Bryant, 2013 ).
Enrollment Management Career Entry
Institutions of higher learning stand out as national institutions enrolling different students yearly. Some students need financial support from these institutions. It, therefore, becomes a daunting task for enrollment managers to come up with holistic strategies to achieve this goal. The strategies that are implemented must also ensure that the universities are not affected negatively in any way. Management is also a diverse and dynamic field. To stay relevant, therefore, managers are obligated to continue learning new skills and roles to add onto the knowledge they already have. It, therefore, becomes difficult for the managers to have a balance between their work, study routines as well as other responsibilities such as family (Ebersole, 2014). To secure entry into the professional field of enrollment management it would be best advised to first have acquired a minimum qualification of a management or administrative degree. Higher educational qualification such as a Masters in Business Administration increase the chances of being hired to fill this position. Volunteering and participating in professional associations also increases the chances. The duties and responsibilities delegated equip volunteers with professional skills that are necessary for the enrollment management professional. Many different conferences and training seminars are also provided for new professionals seeking to be enrollment managers. Professional networking events also expose people to different opportunities. Finally, to remain relevant as an enrollment manager, professionals and experts in this field must continue adding onto their knowledge and skills even after securing the job (Wilkinson et. al ., 2007).
Issues Facing Colleges and Universities Regard to Enrollment Management
According to Goodale (2013), Enrollment managers are increasingly being faced with a myriad of challenges in course of their duty. First, high costs of operational and unfavorable economic conditions are some of the challenges grappling institutions of higher learning. High costs can be attributed to many factors one of them being the decreased state tax support for institutions of higher learning. The resulting effect of this is that fees and tuition charges are increased to offset this difference. The universities, in turn, have to come up with measures to avail financial support for needy students.
There has also been an upsurge in the acts of terrorism and radicalization in universities and colleges. Democratic recruitment ensures that chances of enrollment into universities are open to all. Technological advancements in campus bring with it challenges whereby youths are radicalized and led into committing incidents of horror and mass shootings. It is a challenge to enrollment experts to sieve through different profiles to block out recruitment and subsequently avoid such acts. According to a recent scientific finding, a section of alumni from different universities has created a negative perception of the value of a degree. According to them, the amount of debts and expenses incurred while in the university is not proportional to the returns they receive for their work in terms of salaries (Goodale, 2013). Perceptions such as this and many others are forcing enrollment experts to spend more in marketing strategies to counteract these mindsets.
Qualities for an Enrollment Management Leader
The job description of enrollment managers entails handling different requests from different people. It, therefore, follows that such a leader should be eloquent enough. Communication in terms of written, oral and intrapersonal should be in such a way that it portrays the true values and mission of the university under the leadership of such an individual (Munoz, 2016). The manager in this position should also be able to take initiative in different areas as well as thinking independently. This ensures that policies are implemented with safeguarding the interests of the university. A punctual individual who is also time-conscious is able to implement such policies and strategies effortlessly. Mentoring and counseling should also be a leadership quality that an enrollment expert possesses. Young students face difficult situation especially in a setting where they act independently. An enrollment expert in the university should be a figure they look up to for inspiration and guidance. Management of such a vast institution as a university also involves other stakeholders and departments. The individual holding the office of the enrollment manager should, therefore, be a collaborative decision maker. He/she should be able to develop and maintain a strong relationship with stakeholders ( Bryant, 2013 ).
Conclusion
In summing up, professionals such as doctors and soldiers are considered noble because they go beyond just the basic provision of a good or a service. They involve giving your all to salvage a situation, to save a life and protect a nation. Other careers are divine because they direct and inspire young people to achieve such jobs and status within our society. Being an enrollment manager is one of the jobs that is held with high regard. All experts in this field should, therefore, come together and continue making it a better professional not only for their benefit but for the benefit of the nation and the future leaders looking up to them ( Bryant, 2013 ).
References
Bryant, P. (2013, November 20). Nine strategies for successful enrollment management in today’s higher education environment. Ruffalo Nowel Levitz . Retrieved from http://blogem.ruffalonl.com/2013/11/20/strategies-successful-enrollment-management-todays-higher-education-environment/
Ebersole, J. (2014, Jan. 13). Top Issues Facing Higher Education In 2014. Forbes. Retrieved from https://www.forbes.com/sites/johnebersole/2014/01/13/top-issues-facing-higher-education-in-2014/#3c4ae5d67489 [Accessed 3 Oct. 2017].
Goodale, B. (2013). Domestic non-resident undergraduate enrollment in public research universities . Retrieved from ProQuest Digital Dissertations. ( 3587099. ).
Munoz, M. (2016). Strategies for University Management . New York: Business Expert Press.
Wilkinson, B.R., Taylor J, S., Peterson, A., & Muchando-Taylor, M. (2007). A Practical Guide to Strategic Enrollment Management Planning in Higher Education. Education Policy Institute.
