APSCU BP Recruitment and Admissions FINAL

reCommenDatIons for best PraCtICes In

RECRUITMENT AND ADMISSIONS

OCTOBER 2013

APSCU | RECRUITMENT AND ADMISSIONS

MISSION STATEMENT

The Association of Private Sector Colleges and Universities (APSCU) has established a Task Force on Recruitment and Admissions to represent the various types of private sector colleges and universities that educate our students. These institutions provide access to an education that generates career skills and creates new opportunities. Our students reflect the growing diversity and nontraditional nature of those seeking a postsecondary education. Most are adults, often with children, and they are frequently employed. Many have been out of school for a long time. In both the recruitment and admissions processes, our students often need to be reached through commercial advertising and social media.

The task force seeks to help our institutions develop and deliver best practices in recruitment and admissions in a transparent fashion and in ways that reflect their diversity. We will continuously review the ways our institutions reach out to prospective students, as well as the protocols they observe in one-on-one admissions and enrollment practices. We recognize that our institutions are diverse in size, in the programs they offer, in the students they serve, and in how they engage prospective students through the recruitment and admissions processes. Our goal is to offer a series of recommendations for best practices that best serve prospective students, while offering examples for all of higher education to consider.

MEMbErS Of ThE APSCU TASk fOrCE ON rECrUITMENT ANd AdMISSIONS

Cochairs

Dr. James Hutton Keiser University/KUCCEL

Mitch Talenfeld MDT Direct

Members

John Birmingham DeVry University

James Crick Sullivan University System

Timothy Foster YTI Career Institute

Piper Jameson Lincoln Educational Services

Robert King, Jr. Rasmussen College

Mike McHugh PlattForm

Vijay Shah Education Management Corporation

Chuck Trierweiler Education Corporation of America

Jon Paul Smith Celsius Marketing

APSCU | RecRuitment and admissions 1

Preamble

These best practices represent the collective efforts of the APSCU Task Force on Recruitment and Admissions. The members of the task force represent private sector colleges and universities of different size and ownership structure as well as the marketing organizations with which they work. The best practices were created to encourage all institutions of higher education to meet the needs of the extremely diverse group of prospective students investigating and interested in attending a postsecondary institution.

It is essential to recognize that finding and selecting an institution of higher learning that fits the needs of an individual student can be a challenging process. There are thousands of education institutions in America, each presenting unique opportunities for its student body. As students begin their research, they quickly realize that they have many options.

Many traditional colleges and universities are ideal for students who graduate from high school and want their educational and social experiences to encompass virtually every aspect of their lives. Many community colleges provide a good alternative for students capable of independently navigating a large campus with thousands of students and the challenges inherent in that environment. In contrast, private sector institutions focus primarily on programs that prepare students to find or enhance a career and often cater to nontraditional students whose needs are not often fulfilled by traditional institutions.

Our institutions offer a broad range of programs and majors. Program lengths vary depending on the type of degree, certification, or institution requirements. Some colleges have campuses, while others offer programs online, and some offer hybrid programs on campus and online.

APSCU believes that because students have so many available options, all higher education institutions have a responsibility to present clear and accurate information so students can compare educational opportunities and make decisions that are appropriate for them.

The task force is mindful that the diversity of our institutions in size, number of students and campuses, types of academic programs, and other factors will result in implementation of many but not necessarily all the best practices, in ways appropriate to each institution. We recognize and celebrate this diversity of service, and we are unified in our commitment to offering a career-based education to prepare students with the education and skills appropriate for their chosen career.

The best practices are organized into three areas: Consumer Information, Recruitment Communications, and Enrollment.

2 APSCU | RECRUITMENT AND ADMISSIONS

I Consumer InformatIon

Provide prospective students with appropriate, relevant, and timely information that allows them to make sound, informed decisions about their postsecondary education choices. Present information in clear and understandable language. Follow all applicable federal and state laws and regulations to ensure that the recruitment process is appropriate.

1. Provide prospective students with accurate and complete information on:

Institutional and accreditation status for each program

Whether the program meets minimum requirements to qualify students for state licensure in relevant occupations

Potential entry-level earnings and future employment opportunities for those who complete various programs

The programs current price and students potential future financial obligations

The ability to transfer academic credit from one institution to another

Completion, employment, and licensure rates, where applicable, for the institution and/or the program

How the program may fit the students career interests, academic preparation, and eligibility to pursue certain careers

2. Require prospective students to affirm in writing their receipt (written and/or electronic) of required disclosures and documents.

3. Include the following information in catalogues and websites:

A clearly articulated and defined institutional mission statement

Clearly defined and specific academic program requirements

The total cost of tuition, instructional materials, and all mandatory fees

A net-price calculator

4. Establish appropriate internal control systems to review and certify the accuracy, timeliness, and clarity of all consumer information.


II reCruItment CommunICatIons

Many higher education options are available to meet the needs of prospective students. Although some APSCU institutions have long histories, they may not have the name recognition of major state institutions, large community college systems, or universities with top-tier football or basketball programs. And because the vast majority of our students are adults who may not have attended school for more than a decade, they are likely to receive information from traditional advertising in newspapers and on television as well as on the Internet and through social media.

1. Recruitment:

Develop, maintain, and periodically review marketing policies and procedures to ensure they comply with applicable federal and state laws and regulations and accrediting agency requirements

Create appropriate internal policies for contacting prospective students

For example:

- The institution and its vendors will not use the name or logo of any federal, state, or local government agency or entity in a manner that implies or creates the impression to the public that such an entity endorses the content of a program the institution offers

- The institution will appropriately sanction, up to and including termination of employment, recruiters and managers who violate institutional policies or applicable laws, regulations, or accrediting agency requirements

2. Clear and Accurate Information:

Provide clear and accurate information in recruitment communications so prospective students can compare educational opportunities and make decisions that are appropriate for them.

Ensure that recruitment communications are accurate and clear and that they avoid:

The use of any express or implied endorsements and testimonials that may convey information that would be deceptive if made directly by the institution

The use of overstatements, superlatives, and exclusives in advertising unless supported by facts; examples include the use of words such as best, easiest, and fastest

An institutions website should contain clear and accurate information about the institution, including information about its programs, accreditation status, policies on transfers of credit, the availability of financial aid for those who qualify, and outcome statistics after graduation. Such consumer disclosures should be easy to find on the website.

3. Promotional Review:

Ensure that all promotional materials on websites, in printed materials, and on television, radio, and billboards are:

Reviewed and approved by appropriate internal or external personnel to promote compliance with federal and state laws and regulations and accrediting agency requirements

Supported by documentation that establishes the accuracy of all statements of fact in the promotional material

Reviewed routinely by appropriate personnel prior to initial use or placement to ensure that material has been fact-checked and documented


4. Initial and Ongoing Communications:

Institutions and vendors are encouraged to create appropriate internal policies for contacting prospective students.

Develop and document institutional and vendor systems and processes to manage internal protocols based upon institutional policies, laws, and regulations

Include an opt-out feature in recruitment and outreach systems, including those of third-party vendors, for individuals who do not wish continued contact

Comply with applicable national and state Do Not Call and Do Not Solicit laws and regulations

5. Inquiry Generation Vendors:

Maintain appropriate policies and procedures that guide inquiry generation vendors with respect to presenting institutional information in a fashion consistent with institutional policies and federal and state laws and regulations and accrediting agency requirements

Conduct periodic reviews of inquiry vendor materials

Establish remediation protocols to resolve any issues with vendor materials and codify instances that trigger termination of the relationship with the vendor

6. Enterprise Risk Management:

Promote compliance with all institutional best practices in this area through a series of internal controls and appropriate internal and external oversight and review.


III enrollment

The enrollment decision is a very important one for prospective students. To meet their needs, the enrollment process should incorporate a meaningful and transparent dialogue between institutional representatives and prospective students. With so much information available from so many sources, it is important to ensure that students have clear and accurate descriptions of the educational program.

The enrollment process begins when an institutional representative, whether on staff or under contract, communicates with a prospective student who has indicated interest in the institution. The process then extends through the admissions and financial planning stages.

1. Hiring and Training the Enrollment Team:

Begin with appropriate protocols for the selection and training of professionals engaged in the admission and enrollment process. Establish trainings to precede direct engagement with prospective students that include:

Detailed review of the institutions policies, accrediting agency requirements, and applicable federal and state laws and regulations

An explanation of the programs of study the institution offers and how these relate to the careers of prospective students

A presentation of the institutions academic programs, its internships and externships, and when state licensure exams are required

Training on all enrollment procedures, including explanations of the elements of all required documents

Ongoing training and development for employees and/or contractors involved in the admissions and enrollment process

2. Introducing the Institution to Prospective Students:

Provide accurate information with respect to program costs, completion rates, career services, and employment rates

Provide accurate information regarding a students career interests; this may include requirements of employment in their selected field of interest, such as criminal background checks, work schedules, drug testing, and state requirements for certification or licensure

In all communications throughout the enrollment process, include documentation and seek written acknowledgement of receipt by the prospective student

3. Compliance Support:

Consider developing a compliance guide and establish ongoing training and testing for enrollment personnel.

4. Financial Aid Information:

Current law requires that all prospective students meet either in person or online with a financial aid representative separately from an admissions representative before enrollment. These representatives


should provide prospective students with a full explanation and documentation of their financial obligations upon enrolling. At minimum, this information should include the following:

Explain the extent to which government benefits may pay for the cost of education for those who qualify

Provide an opportunity to receive counseling regarding loan obligations, including the impact on financial aid if the student changes from full-time to part-time status

Explain the ramifications of student loan debt in terms of monthly repayment obligations based on various scenarios

Encourage responsible borrowing for education costs and other personal expenses that may be covered by federal loans

If available, make the prospective student aware of any financial literacy training

5. Transfer of Credit:

Disclose to prospective students, and obtain their acknowledgement in writing either on paper or electronically, that any academic credits they earn may not necessarily be accepted at an institution to which they transfer; the receiving institution determines whether to accept any academic credits.

6. Program Choice:

Schools use many different tools to assist prospective students in making program choices. Consider using one or more of the following practices.

Assess academic readiness prior to enrollment

Offer appropriate remediation, if necessary

Offer limited course loads

Offer a trial period for enrollment

Offer penalty-free drop/add periods upon enrollment

7. Internal Audit and Control Systems:

Institutions are encouraged to establish internal control systems including, for example, internal audit of compliance with all established enrollment policies and procedures. This could include verification that all required disclosures and affirmations have been provided with appropriate attestations by the prospective student.

Internal reviews could include independent review of staff training and call records, mystery shopping, paperwork, enrollment materials, written disclosures, and call recording and contact reports.

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APSCU BP Recruitment and Admissions FINAL