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3 Videos: Critical Skills for Admissions Officers

Training of new admissions counselors is often, out of necessity, much too hurried and perfunctory. The training that new counselors receive has historically been focused on the everyday duties of the job (travel, reading and processing applications, CRM systems, etc.), accompanied by lots of “just in time” training where other key competencies are concerned. But […]

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Leading through a Rough Spring in the Recruitment Cycle

by W. Kent Barnds (Augustana College) April is a torturous month, certainly the cruelest, for admissions leaders across the country. It’s especially hard on those who work in extremely competitive markets and endeavor to finish the recruitment cycle by early May. Directors, deans and vice presidents receive calls, office visits and notes from presidents, provosts, […]

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Turnover Stinks, Part 2: Three Ways to Minimize It

by W. Kent Barnds (Augustana College) Turnover stinks! In December, I released my article “Turnover Stinks: Some Critical Perspective for Admissions Leaders” to help admissions directors shift the way they think about it. Now, looking ahead at the new year, I’d like to offer some advice on how to deal with turnover. While many would say (and […]

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Turnover Stinks: Some Critical Perspective for Admissions Leaders

by W. Kent Barnds (Augustana College) Turnover stinks! This is a typical sentiment, especially when the so-called “right people” choose to leave an organization. Or, at least, that was the way I felt when I first assumed leadership. In fact, for a long time, each time a valued staff member made the decision to leave, I […]

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The Case for Placing Marketing within Enrollment Management

by W. Kent Barnds (Augustana College) Is there a “right” place and reporting structure for admissions marketing? Recently I received a message from a colleague at another institution asking for resources “illustrating the benefits and drawbacks of a dedicated admissions marketing position within a university’s organizational structure.” This colleague, who currently works within a marketing […]

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7 Tips for Effectively Managing an Admissions Team

One seasoned enrollment manager offers practical strategies for making your admissions team high performing, high morale, and effective. by W. Kent Barnds (Augustana College) When I took on my role in 1997 as director of admissions at Elizabethtown College, the extent of my leadership and management experience consisted of serving as captain of my college […]

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The Worth Claim: How to “Sell” Your College’s Value

by W. Kent Barnds (Augustana College) Whether we like it or not, admissions counselors are increasingly thought of as a college’s sales force. Yet I don’t completely understand why many of my colleagues in admissions bristle at the idea of being a “salesperson.” After all, we are charged with generating awareness, building and managing relationships, […]

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Getting Performance Appraisals Right in College Admissions

by W. Kent Barnds (Augustana College) In an era in which half the post-secondary institutions in the U.S. are facing enrollment declines, performance assessment and continuous improvement in admissions has never been more critical. Even those institutions with strong enrollments, experienced staff, and strong market position need to take the performance assessment process seriously. Why […]

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Practical Strategies for Partnering with Faculty in Student Recruitment

W. Kent Barnds offers seven strategies for involving faculty in student recruitment in ways that are meaningful and effective. Here’s how to do it right.   by W. Kent Barnds (Augustana College) Admissions teams often ask: “How do we effectively involve faculty members in student recruitment?” This question has even more urgency now, given enrollment […]

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Your Institution’s Value Proposition: Affordability or Employability?

A few years ago, we interviewed W. Kent Barnds at Augustana College because we noticed his college had an especially proactive plan for talking with applicants, admits, and their families about both the value of attending that specific institution and about the return on their investment. While the national conversation about completion and outcomes has […]