This is the third post of our "Road Map" series. This series will help layout a model for adult student recruitment.
In our first post, we looked at the first question we needed to answer - what is the prospective student's motivation for enrolling? What is the ultimate goal that your institution's educational program will help her solve?
In the second post, we looked at the basic framework for the duration of the conversation you needed to have with your prospective student.
Now we can take that motivation and begin providing her with the information she needs to understand how well (or not) your institution fits her goals and needs.
We'll begin assessing fit by looking at the academic program she is considering. To do that, we need to tie the program (and it's associated credential - be it an B.A./B.S. degree, A.A./A.S./A.A.S degree or certificate). Is it based on a career or a personal interest? The important thing is that you build trust and provide guidance. You, as a recruitment professional need to understand how your particular program that leads to the desired credential will help her achieve her goal.
If you lead an enrollment team, this may be a challenge because understanding how a program will meet a goal is not something you can find on your website, in the program guide sheets, etc. This requires a current understanding of the marketplace, how company needs are changing and the outcomes they are looking for when interviewing new grads.
That doesn't mean the admissions office has to be assigned the task of going out in the workforce to get the material, but the admissions team needs to be able to have and use the information to build the road map for the student.
What if she doesn't know which program is right for her? That's not a problem, as long as we have the motivation first. We can look at program options your institution offers that are most suitable.
Here are some other questions you may want to consider at this point in the process:
- Are you employed?
- If so, where?
- Will this degree assist you in furthering your career? How?
- Do you plan on staying at the same company, or look elsewhere for advancement?
For these and all other question you ask, it is critically important that you NOT treat them as a checklist. You may need to ask one, all or none of them to get the information you need. A seasoned enrollment professional will not need to ask all of the questions. Instead, you will find ways to ask one or two questions that lead the prospect in a way so she answers all of the questions for you. You want her to open up and share her career direction with you. If you find that you are having to ask all of the questions to get that information, you HAVEN'T built the needed trust with her. I can typically get the answer to all of these questions by simply asking one or two of them.
Does this seem easy? I know there are a few of you out there breezing through this because you feel confident in your (or your team's) ability to do this. But here is where it gets challenging.
You've been picturing this all playing out in a face-to-face or phone conversation. Can you successfully draw this information out through a series of email conversations?
And, how do you easily, and without damaging the trust you've built, transition from email to phone without being pushy?
Finally, have you even considered ways to begin building the trust beyond face-to-face, phone and email conversations? Do you even know how that's possible? (It is. It isn't easy, mind you, but it is achievable.)