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.



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.