Deciding on going to college or even finding the right college depends on how one actually defines value, doesn’t it? For some, the value of a college education can come in the form of self-development. The sheer opportunity and joy of learning and growing can be enough to motivate someone to attend college and rationalize the expense. And yet others are looking for a more definitive return on investment such as a job immediately following graduation that pays enough to cover the bills and have a meaningful quality of life. Even more so, a college education should also pay dividends into the future through promotions and even higher earnings, right?

Is college worth the cost? There is evidence through the U.S. Bureau of Labor Statistics to support the correlation of educational attainment and increases in median earnings. Those with a bachelor’s degree earn, on average, $459 more each week than someone with only a high school diploma. Even further, the unemployment rate decreases significantly with a degree. Those with an associate’s degree have a 3.8% unemployment rate while those with a high school diploma average 5.4% unemployment (a master’s degree is only 2.4% unemployment).

The investment to earn the credential or degree is a major piece of the value proposition. Vocational training can average $33,000 with average earnings near or above the tuition while a bachelor’s degree can cost $127,000 and average annual income for an entry-level position around $46,900.

According to the Detroit Free Press, college grads in the class of 2016 will have a record level of about $37,000 in student loan debt for a bachelor’s degree. Those graduating with a master’s degree will have an average of $43,500 in college loans and for those studying medicine or law – the debt can easily be over six figures. Keep in mind that not everyone graduates on time either which adds to the debt and delayed earnings by not being in the workforce faster.

It is also worthwhile to consider the future of higher education given other options. Will the traditional four years, brick and mortar experience sustain? Many are still getting used to the “click” and mortar hybrid education models and yet there is so much more out there. For instance, Massive Open Online Courses (MOOCs) have been around since 2008 and credentialing and badging have grown substantially since the introduction of open badges by Mozilla in 2011. In fact, millions of badges have been awarded to hundreds of thousands of participants and the open badges community is working on the next version. Keep in mind that the new specifications are focused on verifiable learning similar to those of higher education accrediting agencies.

A 2016 study conducted by the University Professional Continuing Education Association (UPCEA), found that one in five colleges have issued digital badges. They also coined the term “T-shaped” graduates who have a combination of deep, “vertical” knowledge in a particular area (such as a college major) and a broader set of “horizontal” skills in areas like communication skills, teamwork, and appreciate diverse cultures. The sheer speed of knowledge acquisition may bring value to this type of credential (not to mention it’s low cost and ease of access).

The good news is the acting Secretary of Education, Betsy DeVos, is a big fan of education whether public or private. She also believes in less federal oversight and regulations with more power going to the state. Under her tenure, alternate forms of education and learning may see more growth and acceptance.

Where does all this information leave the person considering college? And if so, choosing the right college? My guess is probably in a more confused state. That is why we suggest anyone considering any form of higher education to adopt the “Five Factors of Fit” to sort through the options.

The “Five Factors of Fit” begins by considering the initial question about value. What does value mean to you? Relatedly, one has to determine their goals and where they want to be in the future. With this information in hand, we encourage an exploration of programs and interests. There are several online resources to help determine what major/program might be a good fit.

Next, it’s important to determine what skills you currently have as well as those that will be required to be successful in your chosen career field. Are you willing to spend the time and resources necessary to acquire these skills? If not, take a step back and look at other areas of interest to find something more in line with your abilities and interests. A good place to start is to determine what skills you already find as strengths. At that point, you can then determine what further skills you are willing to develop.

One area that warrants focus is an in-depth understanding of what you value. Think about it. If the direction you are moving toward doesn’t align with what you believe in or value than you will more than likely feel a great tension and ultimately drop out. For example, at a recent high school presentation one of the students stated they wanted to become a surgeon but when another classmate informed them about the rigor, time commitment and life of a surgeon, there was a value question raised. Did their priorities align with this kind of commitment? This factor is something that represents the core of who you are. It will include your entire life outlook. Psychology Today offers a Values Profile survey to help you uncover what is most important to you. Take your time on this factor. But most importantly, be honest with yourself. It will go a long way.

Another element that needs to be considered within the “Five Factors of Fit” is one’s life situation. Through a series of self-discovery questions, one must explore their motivations, potential obstacles to enrollment along with possible solutions. Further, there must be consideration of others involved in the decision and how their opinions and resources play a role in the decision. Finally, what is most important in a learning environment? Is it self-paced learning such as MOOCs or an online option? Or do you prefer a campus with a lively and engaged study body?

Putting all of this information together is key to determining “Fit.” The alignment of one’s goals to the school, program/interests, values and life situation is the key. For those seeking a resource that puts this all together, check and see if the colleges you are considering offer pre-enrollment advising through their admissions office or an automated solution such as MyGuidance Coach^®. This legally endorsed, pre-enrollment advising software helps prospective students explore their interests, research career options, proactively identify and resolve potential challenges, and review customized school resources from any desktop or mobile device 24/7.

Given the high drop out rates in college it’s essential to take the time to review these areas to make a meaningful decision about what college is right for me. Talk to people you trust, do your in-depth research and take some time for introspection. The more time spent in this phase, the easier the rest of the process will be. Good luck on the journey!

SOURCES

5 Things to Know About Trump’s Pick for Education Secretary by Emily Deruy, The Atlantic, Nov 3, 2016.

Digital Badges and Academic Transformation by Veronica Diaz, Published: Thursday, September 1, 2016. EDUCASE Review

U.S. Bureau of Labor Statistics, Earnings and Unemployment Rates by Educational Attainment, 2015.

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When an interested person calls, are representatives prioritizing them just as they would with a student at the campus? Prospective students who’ve taken the time to call in will form lasting impressions based on the conversations they have and treatment they receive. Unprofessional conduct can have an immediate negative impact that reflects poorly on the whole school. Is your ideal institute of higher learning also a place where yelling is considered an acceptable means of student communication?

While she was on the phone with me, a student showed up at her door. Rather than place me on hold, she started shouting to him and into the phone, “Jerry! Jerry! Wait right there!”

Not all interested prospective students are able to make the trip to a campus right away. Some may prefer not to visit until they know more. The same information should be given to students who call with questions as those who attend on-campus interviews. On that note, representatives should take all student communications seriously and never imply that the student is ‘not serious enough’ about school to come to the campus.

I told Fred that I wasn’t feeling well enough to come in but wanted to research schools in my spare time. He told me, “I don’t know if this school will be the right fit for you. If you can’t come in for an appointment, how do I know you will make time to come in for classes?” He then refused to answer my next two questions about the program and hung up on me.

Since many students don’t answer their phones, admissions representatives have started embracing texting their potential students. Since 58% of teens with smartphones rely mostly on texting to communicate, it seems like a good idea to have your admissions representatives reach out to these students via text. However, using emoji or emoticons can be tricky in business communication. Opinions may differ, but we can all agree that texts from an unknown number can be quite unexpected if the sender doesn’t identify themselves. Add emoticons or emoji to the mix and things can get really weird. Greetings that otherwise would be innocent can be interpreted as creepy at worst (and unprofessional at best) if a representative misses the mark.

After I completed my assessment, I went to the lobby and told the receptionist that I was ready to meet up with Ted again. After waiting 20 minutes, the receptionist told me that Ted had gone to lunch and offered me a meeting with him the next day. I said that was fine. When I got into my car, my phone vibrated. I got a text from Ted that said only, “What’s up, Sally ;).”

—

 Ilana texted me to ask, “Did you show the info to your uncle? :)”

We always encourage representatives to provide their business cards with contact details. If there’s a question later, how would a prospective student reach you? That direct contact info is important. We’ve faced some awkward situations with representatives who perhaps ran out of business cards and took matters into their own hands, so to speak…

I did not receive a business card, but James added his number directly into my smartphone.

Have you sent a text or left a voicemail for a student that you regret? A funny text exchange you’d like to share? Let us know on our Facebook!

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We’ve noticed a few things along the way – we’re able to help identify trends in Admissions and Financial Aid departments. We see things schools are doing really well and things many schools are missing or lacking. Here are the top four things we find schools overlooking:

1. Responsiveness

The first step in every prospective student’s quest for postsecondary education begins by asking for some information from a school, often through handy request forms found on school websites. One of the most common things we uncover in this process is a failure to connect in a timely manner.

As part of our process in the Assessment department, we offer up our phone numbers and email addresses – and wait. About one in 10 of those requests goes unanswered for 24 hours (that’s when we give up and call directly to talk to someone). About one in four of our requests elicits a response over an hour later. We always advocate for quick responses to requests – within five minutes is ideal. The time to connect with someone who’s asking about you is right after he or she hits SEND on that request. They’re still on your website, they want to know more, and they’re still paying attention. Why wait? Give them a call – they’re totally into you!

2. Open Up Early in the Relationship

Once we’re on the phone, we’ll ask some questions to gauge a prospective student’s willingness to share school and program information. In less than 20% of our 2016 inquiry calls, we were given tuition information when we asked for it, and it was incomplete over 80% of the time if we did get it. It’s a pretty easy question to answer (the details are on the website, right?), but we run into schools deferring the conversation until the interview or telling us only that tuition depends on aid eligibility (which is a totally separate no-no)!

We encourage clients to use that first chat to start getting to know the individual student, making a strong first impression, and building value for the admission interview, whether it’s in person or over the phone. Establishing a purpose for the admission interview without declining to answer the caller’s preliminary questions during that first conversation starts to build trust and rapport, and sets a welcoming and honest atmosphere. Refusing to answer questions over the phone can send an unintended message and negatively impact the likelihood that they’ll show up for an appointment later.

3. Don’t Build a Wall Around FA

The educational financing piece is a big one for almost every student. Most aren’t able to write a check or swipe a card to pay their tuition, so a conversation with a financial aid expert is a really valuable part of the admission interview. But less than half of the covert interviews we reported on in 2016 included one. The financial aid process can be legitimately intimidating and confusing, offering a splendid opportunity to swoop in as the hero (cape optional) to deliver guidance, support, answers, and a plan of action.

We’ve learned through years of sending evaluators to clients and their competitors that discussing educational financing with a specialist improves the prospective students’ overall perceptions of the school. All too often admissions advisors deny the Financial Aid/Student Finance introduction if students decline to enroll, take a test, or provide a Social Security number, which are practices that easily make a visitor feel uneasy at best and pressured at worst.

All it takes is 10 to 15 minutes with financial aid specialists to offer students (and anyone they’ve brought along) the chance to ask questions and get a general overview of financing options. Very often, students come with their own unique concerns and personal situations, and this is a chance to help them figure out how to overcome those obstacles in order to start and finish school. It further positions the school as a resource, and begins to establish trust and rapport with staff beyond the admissions team.

4. Show ’em What You’ve Got

 One of the things that we’ve learned through working with evaluators and ‘shoppers’ across the country is that tours matter! We consistently find in student commentaries and in debrief communications that their experiences while touring the campuses or seeing the online classrooms have a massive impact on their perceptions of the school. In our competitive analysis studies, the cleanliness and upkeep of the campus, and the quality of the equipment/facilities are often cited as strong (and memorable) influencing factors in the decision to choose one school or campus over another. Like it or not, looks matter!

 The tours provide an opportunity to introduce students to the valuable resources provided, like learning centers, labs, simulation centers, tutoring, and Career Services support. The information is a lot more memorable when you’re walking around meeting people and seeing the spaces instead of looking at pictures on a screen or just talking about what you’ve got to offer. Every interview should include a tour. Every student should see the campus, in person or online (if it’s an online program). There’s plenty to show off, and it’s a fantastic opportunity to keep learning about them in a more conversational, laid-back way. You’re walking, you’re talking – it’s natural!

We’re certainly not saying that every school – and every campus – is guilty of these oversights, but for better or worse, they’re trends we’ve seen in interviews across the country. When you’re ready to take a look at your team and see how it fares in these areas (and many, MANY more), give us a call. Want to know how quickly we’d get a call back when you tap your team on the digital shoulder? Interested in whether or not you’re using campus tours effectively? Chances are we’ll be in your neck of the woods soon, and we’d love to stop by. College Mystery Shopping by Norton Norris can help you achieve better results.

Now it’s your turn. Have you spotted any of these trends in your own teams? Share your stories in the comments or on our Facebook page!

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