Graduate enrollment has long been an important component of many institutions’ overall enrollment picture. However, in recent years, we have seen institutions giving even greater attention to their graduate recruitment and enrollment practices, especially in the many areas of the country where the high school graduate pool is shrinking and undergraduate enrollment is challenged.
This increased interest in graduate enrollment is raising new questions about the most effective practices for attracting and recruiting graduate students. To help address this need for information, Noel-Levitz and the National Association of Graduate Admissions Professionals (NAGAP) partnered this spring to survey the nation’s graduate recruitment and admissions professionals to find out what they think are the most effective recruitment practices to recruit master’s degree students.
The survey asked graduate recruitment professionals to assess the effectiveness of nearly 80 practices across all stages of the graduate recruitment funnel. And because many graduate admissions professionals often ask Noel-Levitz consultants to help them benchmark their funnel rates—especially admit rates and yield rates—the survey also asked for funnel rates, and for practices regarding name purchase practices, as optional questions. (Doctoral student recruitment is often different from master’s recruiting so the survey focused on recruiting master’s students as a starting point for building the knowledge base.)
The report, 2012 Marketing and Student Recruitment Practices for Master’s-Level Graduate Programs, provides an analysis of responses for each of four different Carnegie institution types: private doctorate-granting; public doctorate-granting; private master’s/baccalaureate/specialized institutions; and public master’s/baccalaureate/specialized institutions. (Keep in mind that the survey focused on master’s recruitment at each of these types of institutions.)