As we approach 2017, there will be a dramatic shift in the ethnic composition of high school graduates. Enrollment is projected to increase 5 percent for Caucasian students, 39 percent for Hispanic students, 26 percent for African American students, and 26 percent for Asian/Pacific Islander students.
Have you adapted your college student recruitment efforts to this demographic shift?
Through our annual Student Perceptions Report, we ask high school students what they think about the communications they receive from colleges and universities. With this intelligence, institutions can assess and adjust their communications and recruitment plans to best serve their prospective students. Below are some key findings from the 2014 report:
- Preferred communication channels: Caucasian students were most likely to prefer direct mail; Asian and Hispanic students were most likely to prefer email; Hispanic and African American students were most likely to prefer the telephone.
- Initiating contact with a college: African American and Caucasian students were more likely to initiate contact.
- Social media behaviors: Asian and Caucasian students were the most likely to have used social media in their college search, while African American students were the least likely to have done so.
- Application completion: Asian and Caucasian students were more likely than African American and Hispanic students to have submitted all the applications they started.
- Parental involvement: Caucasian and African American students were more likely to report their parents as “very involved” in their college search. Asian and Hispanic students were more likely to report their parents as “not involved at all.”
- Online videos: Students of color were more likely to view online videos than Caucasian students, especially African American and Hispanic students.
Students of color are more likely to initiate first contact at the application stage during the college recruitment process
Beyond student perceptions, we can assess the actual behaviors of prospective college students from the point of search through matriculation. For the cohort that entered in fall 2014, we can analyze trends based upon the consolidated data of 3.5 million student records.