Experts agree the Hispanic population in the United States is the fastest-growing group in the nation. Consider these projections and statistics:
–If current trends continue, Hispanic high school seniors are expected to increase by 14 percent in the next five years and White, non-Hispanic high school seniors are expected to decrease by 3 percent in the same time period (WICHE, Knocking at the Door1).
–Projections from the Pew Hispanic Center indicate the Hispanic population will triple in size and will account for most of the nation’s population growth from 2005 through 2050. Hispanics will make up 29 percent of the U.S. population in 2050 (compared with 14 percent in 2005) and 31 percent of the United States’ population aged 18-64 will be made up of Hispanic residents.2
–The United States Census Bureau reported its Hispanic population grew 50 percent from 22.4 million in 1990 to 35.3 million in 2000. After the 2010 census, a large increase was again reported, 43 percent, to 50.5 million.3
As one researcher put it, if the United States is to maintain its current education level, the government along with higher education institutions must take action to promote further education among the Hispanic population and attract this group.4
According to Ortiz and Valerio (2012), Hispanics are the fastest growing minority in regard to enrollment in grades K-12. From the year 2000 to 2005, Hispanic enrollment in these grades increased by 20 percent, while White enrollment decreased by 11 percent (Greenword, Higher Education Marketing to the Hispanic Student 5).
Given this well-documented surge in Hispanics, how well is your campus reaching out to these students?
6 research-based tips for connecting with Hispanic prospective students
In our recent Student Perceptions Report, we asked Hispanic high school students what they think about the communications they receive from colleges and universities and how they prefer to communicate with institutions. 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 this 2015 report: