Date Capstone Completed


Document Type


Degree Name

Masters of Science in Leadership Education: Organizational Leadership


Leadership Education


Theresa Waterbury




Students pursing higher education are inundated with information meant to recruit them to the college or university. Institutions compete for a prospective student’s attention through multiple mediums and platforms (Hagedorn, 2006). It is to the institutions benefit to continue to update recruitment practices to maintain a competitive advantage. The university admissions office central role is to recruit students and implement recruitment strategies. The COVID-19 global pandemic forced admissions offices to pivot efforts into increasing or relying solely on virtual student engagement to meet safety requirements. The transition highlighted the need to fill gaps in virtual student engagement initiatives and knowledge. The focus of this research examines what virtual student engagement are universities leveraging and what virtual student engagement best practices are used to assist prospective students through the admissions process.



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