CAPPS - Avocacy and Communication Professional Development

California Association of Private Postsecondary Schools

APSCU Best Practices Sets Benchmark for Recruitment and Admissions

10/17/2013

APSCU.  October 16, 2013.  In an effort to continue its excellence in education and put students first, the Association of Private Sector Colleges and Universities (APSCU) released "Best Practices in Recruitment and Admissions." The recommendations address ways all postsecondary institutions can reach out to prospective students, as well as the protocols they observe in one-on-one admissions and enrollment practices.

"Today, students have a myriad of options for postsecondary education. We are committed to ensuring that transparency, information and understanding of the institution's offerings and obligations are essential steps for a successful academic outcome," said Steve Gunderson, the president and CEO of APSCU. "We encourage all postsecondary institutions to review these best practices and adopt recommendations that will provide students with the information they need to succeed."

To develop these best practices, APSCU established a Task Force on Recruitment and Admissions, which convened several postsecondary education, admissions, and recruitment professionals. The task force was led by Co-chairs Jim Hutton of Keiser University/KUCCEL and Mitch Talenfeld of MDT Direct. The methods and techniques were cultivated from APSCU's member institutions that meet the needs of the extremely diverse group of prospective student interested in attending a postsecondary institution.

"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," said Hutton. "Our goal as a task force was to offer a series of recommendations for best practices that best serve prospective students, while offering examples for all of higher education to consider."

These best practices offer all institutions examples of programs that best serve the growing new traditional student population. New traditional students often balance the needs of family, full-time or part-time work and postsecondary education.

The best practices include recommendations, such as:

  • Establish appropriate internal control systems to review and certify the accuracy, timeliness, and clarity of all consumer information.
  • Develop, maintain, and periodically review recruitment marketing policies and procedures to ensure they comply with applicable federal and state laws and regulations and accrediting agency requirements.
  • Require prospective students to affirm in writing their receipt (written and/or electronic) of required disclosures and documents.
  • 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.
  • Incorporate a meaningful and transparent dialogue between institutional representatives and prospective students.
  • Establish 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.

This is the third in a set of four such recommendations. The previously released best practices were Best Practices for Military and Veteran Studentsand Best Practices in Career Services and Placement.