Abstract
In the wake of COVID-19, university admissions leaders were challenged to rethink recruitment strategies and practices. This qualitative research inquiry explored how admissions leaders changed student recruitment strategies in response to the inability to connect with prospective students in-person. The study collected data from six university admissions leaders in the Midwest region of the United States. Systems theory and the concept of organizational adaptation supported this investigation. Findings of the study reveal challenges admissions offices faced in response to the pandemic, identify new recruitment strategies developed by admissions leaders, and information what strategies may comprise the future of recruitment. Three themes emerged from the study: (1) enhancement of web presence, (2) expansion of virtual experiences, and (3) continuation of online and in-person recruitment strategies as the new standard.
Recommended Citation
Albright, E. R., & Schwanke, E. A. (2021). University Admissions Leaders Rethink Recruitment Strategies in the Wake of COVID-19. The Journal of Advancing Education Practice, 2(1). https://openriver.winona.edu/jaep/vol2/iss1/4
Included in
Adult and Continuing Education Commons, Curriculum and Instruction Commons, Educational Leadership Commons, Online and Distance Education Commons, Scholarship of Teaching and Learning Commons
