If you're wondering why we continue to struggle with counselor morale, this is as good a place as any to start.  Over the course of a generation, we slowly changed the job of an admissions counselor - reducing the work they find rewarding and increasing the work they find draining.

In an innovative effort to improve student enrollment, a comprehensive study used machine learning to analyze the enrollment patterns of specific sub-populations relative to the overall applicant pool. One of the key highlights from this groundbreaking project is the discovery that certain sub-populations place a significantly higher importance on engagement and communication than the broader applicant pool.

The study revealed that features related to communication and engagement—such as the number of emails sent, opened, and total page views—are 24.29% more influential for this particular sub-population compared to 20.94% for the overall applicant pool. This indicates that students within this sub-population require more personalized and frequent communication to maintain their interest and commitment.

By measuring sub-populations using advanced machine learning techniques, institutions can gain deeper insights into the unique needs and behaviors of different student groups. This data-driven approach allows for the development of targeted strategies that cater specifically to the preferences of these sub-populations, ultimately leading to higher enrollment rates.

With these insights, the college can implement several specific strategies to enhance enrollment for these sub-populations:

Personalized Email Campaigns: Develop tailored email campaigns that address the specific interests and concerns of these students. For instance, highlighting support services, scholarship opportunities, and success stories from similar backgrounds can make the communication more relevant and engaging.

Frequent Follow-Ups: Establish a regular follow-up schedule to keep these students engaged throughout the application process. Automated reminders about application deadlines, upcoming events, and campus tours can help maintain their interest.

Interactive Content: Create interactive and engaging content such as virtual campus tours, webinars, and Q&A sessions with current students and faculty. These tools can help students feel more connected to the campus community, even from a distance.

Targeted Social Media Campaigns: Utilize social media platforms to reach these students with content that resonates with their unique experiences and aspirations. Sharing stories and testimonials from students with similar backgrounds can build a sense of community and belonging.

Streamlined Application Processes: Simplify the application process by providing clear instructions and accessible resources. Ensuring that these students have easy access to application portals and timely support can help overcome logistical challenges.

By leveraging machine learning to understand and address the distinct needs of various student demographics, educational institutions can create more effective and personalized recruitment strategies. This approach not only enhances enrollment rates but also ensures that all potential students feel valued and connected throughout the enrollment process.

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Admissions counselors used to love their jobs.

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As a retired Dean of Admissions and School Counselor (Perry Robinson) said at the Wisconsin ACAC Conference in 2023, "this used to be a high touch, low tech profession.  Over time, it has evolved to be high tech, low touch."

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Indeed it has.

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Inded, that's the problem.

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We can't get away from the need to be high tech - but we can be smarter than we have been the last ten years.  Let's use technology to enable counselors to do their best work, instead of asking them to do the most draining, uninspiring aspects of their jobs.

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(Pivot tables, I'm looking at you)

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We can improve staff morale by using technology by changing the job of being an admissions counselor back to what it used to be: working with students.

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Here's a short clip from a January, 2023 webinar hosted by enroll ml. The entire conversation is still available here.

Over the past two years, we've all been talking about the staff morale crisis in college admissions. Rather than rehashing the same points we've all heard, I want to share a story about someone truly exceptional: Chase.

Chase is one of the most dedicated and fascinating individuals I've had the pleasure of working with in admissions. Over the years, I hired him for several roles, and each time, he exceeded even my highest expectations. He was the kind of person for whom you create positions.

Naturally, hiring him multiple times means I also lost him a few times. One notable instance was after he helped us implement our CRM, which started from scratch. The experience was so fulfilling for him that he decided to pursue a second bachelor's degree in computer science. His first degree was in education, but after a brief teaching stint, he realized it wasn't his calling.

When asked why he chose such a different academic path, he explained that it wasn't as different as it seemed. He always wanted to be in the helping professions, and implementing the CRM showed him how software could improve people's daily lives. In this case, it automated a lot of manual tasks that were dragging down morale and productivity. He envisioned many other scenarios where software could make life better and decided to pursue computer science to do just that.

This story came to mind when I left campus for the first time in my adult life to work for enroll ml. Yes, we're a data science company with an amazing machine learning engine. Yes, we help colleges identify the best opportunities to increase enrollment. All of that is true, and we can share more about it anytime.

More importantly, at least for me, is that we make the experience of being an admissions counselor better. By directing counselors to students who want or need to hear from them, we enable more productive, positive, and proactive conversations. Our data models handle the rejections, allowing counselors to focus on making a difference in students' lives.

Chase was right, and I see it every day in my role at enroll ml. When done well, software can indeed make people's daily lives better.

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Admissions directors tend to look for outgoing, energetic, sometimes even effervescent personalities to be admissions counselors.  We want someone who will connect easily with students, while still be relatable to parents.  They need to work with a wide range of people from different backgrounds and unique goals.

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When we succeed in a search, we have a new, optimistic, excited staff member ready to connect with students and make a difference in their lives.

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Then, we literally tell them to sit down and figure out how pivot tables work for a third of their time in the office.

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This is a real cause of the staff morale crisis - something we discussed in a webinar for Montana ACRAO last year.

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*** This post is a follow up to last week's webinar with Gil Rogers, "Opportunities We Missed."  The recording remains available here. ***

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Discounting, once seen as a tool to increase access to higher education, has inadvertently led us down a path riddled with ethical complexities. As admissions professionals, we have a responsibility not only to fill seats but also to ensure equitable opportunities for all students. Yet, our reliance on data-driven discount optimization strategies often prioritizes revenue maximization over the well-being and access of students. This raises critical questions about the ethical implications of discounting and underscores the importance of ethical considerations in data science work, a principle we hold dear at enroll ml.

The allure of discounting strategies is understandable. In an increasingly competitive landscape, institutions seek ways to attract and retain students while managing financial constraints. However, the implementation of discounting without appropriately prioritized ethical consideration has resulted in unintended consequences, particularly for low-income students. As we chase enrollment numbers and revenue targets, we risk widening socioeconomic gaps and perpetuating inequalities in access to higher education.

One of the key challenges with discount optimization is its reliance on data analytics to predict student behavior and willingness to pay. While data can be a powerful tool in understanding market trends and student preferences, it can also lead us astray if not wielded responsibly. The temptation to prioritize revenue generation over student affordability and access can cloud our judgment and lead to decisions that may benefit the institution in the short term but harm students in the long run.

At enroll ml, we understand the ethical dilemmas inherent in data-driven decision-making. That's why we are committed to ethical data practices, transparency, and fairness in our models. We believe that data science should be used as a force for good, empowering institutions to make informed decisions while upholding ethical standards and values.

As we reflect on the missed opportunities in discounting, it's crucial to reevaluate our approach and prioritize ethics in data science work. Institutions must strike a balance between financial sustainability and equitable access, using data responsibly to match students with resources that best meet their needs. By integrating ethics into every aspect of our data-driven strategies, we can create a more inclusive and equitable higher education landscape for all students.

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*** This post is a follow up to yesterday's webinar with Gil Rogers, "Opportunities We Missed."  The recording remains available here. ***

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In the world of college admissions, where every interaction counts, the rise of social media presented an incredible opportunity. Platforms like Cappex, Zinch, and raise.me promised personalized connections with students, offering a glimpse into their aspirations, achievements, and unique stories. Yet, as an industry, we missed the mark. We were so locked into a one-size-fits-all approach, focused on mass communication through emails and brochures, that we overlooked the power of individual outreach and engagement.

At the heart of this missed opportunity lies a fundamental lesson: the importance of embracing data science in our admissions strategies. Imagine if we had leveraged advanced analytics and AI tools, like enroll ml, to dive deep into the wealth of data available through social media platforms. We could have moved beyond generic messaging to tailor our communications based on students' interests, preferences, and needs. Instead of bombarding them with generic emails, we could have crafted personalized messages that resonated with their unique journeys.

The true essence of our profession lies in serving students and institutions well. It's about forging meaningful connections, understanding aspirations, and guiding students toward paths that align with their dreams. However, our reliance on outdated communication methods limited our ability to achieve these greater goals. We were stuck in a cycle of mass communication, where students could easily see through the impersonal nature of our outreach.

In hindsight, it's clear that an embrace of data science could have transformed our admissions landscape. By harnessing the power of data analytics, we could have spent more time getting to know new students, understanding their unique backgrounds and aspirations. This personalized approach not only benefits students by making them feel valued and understood but also allows institutions to build stronger, more meaningful relationships with their prospective students.

Moving forward, it's essential to learn from these missed opportunities and embrace innovative solutions like data science in our admissions processes. Platforms like enroll ml offer the tools and insights needed to personalize communications, improve engagement, and ultimately serve students and institutions in a more impactful way. It's time to shift our mindset, harness the power of data, and unlock new possibilities in college admissions.

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"Understanding where students are can feel like chasing clouds around the sky." - Geoff Baird

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Most college admissions processes are set up centering the needs of the institution. While this can line up with the decision-making process students go through, it often does not.

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If this clip catches your interest, you can view the entire recording here.

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