reCommenDatIons for best PraCtICes In

RECRUITMENT AND
ADMISSIONS
OCTOBER 2013

MISSION STATEMENT
The Association of Private Sector Colleges and Universities (APSCU) has established a Task Force on
Recruitment and Admissions to represent the various types of private sector colleges and universities
that educate our students. These institutions provide access to an education that generates career skills
and creates new opportunities. Our students reflect the growing diversity and nontraditional nature of
those seeking a postsecondary education. Most are adults, often with children, and they are frequently
employed. Many have been out of school for a long time. In both the recruitment and admissions
processes, our students often need to be reached through commercial advertising and social media.
The task force seeks to help our institutions develop and deliver best practices in recruitment and
admissions in a transparent fashion and in ways that reflect their diversity. We will continuously review the
ways our institutions reach out to prospective students, as well as the protocols they observe in one-onone admissions and enrollment practices. We recognize that our institutions are diverse in size, in the
programs they offer, in the students they serve, and in how they engage prospective students through
the recruitment and admissions processes. Our goal is to offer a series of recommendations for best
practices that best serve prospective students, while offering examples for all of higher education to
consider.

Members of the APSCU Task Force on

Recruitment and Admissions
Cochairs
Dr. James Hutton
Keiser University/KUCCEL

Mitch Talenfeld
MDT Direct

Members
John Birmingham
DeVry University

Mike McHugh
PlattForm

James Crick
Sullivan University System

Vijay Shah
Education Management Corporation

Timothy Foster
YTI Career Institute

Chuck Trierweiler
Education Corporation of America

Piper Jameson
Lincoln Educational Services

Jon Paul Smith

Celsius Marketing

Robert King, Jr.

Rasmussen College

APSCU | RECRUITMENT AND ADMISSIONS

Preamble
These best practices represent the collective efforts of the APSCU Task Force on Recruitment and Admissions. The
members of the task force represent private sector colleges and universities of different size and ownership structure
as well as the marketing organizations with which they work. The best practices were created to encourage all
institutions of higher education to meet the needs of the extremely diverse group of prospective students investigating
and interested in attending a postsecondary institution.
It is essential to recognize that finding and selecting an
institution of higher learning that fits the needs of an
individual student can be a challenging process. There
are thousands of education institutions in America, each
presenting unique opportunities for its student body. As
students begin their research, they quickly realize that they
have many options.
Many traditional colleges and universities are ideal for
students who graduate from high school and want their
educational and social experiences to encompass virtually
every aspect of their lives. Many community colleges provide
a good alternative for students capable of independently
navigating a large campus with thousands of students and
the challenges inherent in that environment. In contrast,
private sector institutions focus primarily on programs that
prepare students to find or enhance a career and often cater
to nontraditional students whose needs are not often fulfilled
by traditional institutions.
Our institutions offer a broad range of programs and majors.
Program lengths vary depending on the type of degree,
certification, or institution requirements. Some colleges have
campuses, while others offer programs online, and some
offer hybrid programs on campus and online.
APSCU believes that because students have so many available options, all higher education institutions have a
responsibility to present clear and accurate information so students can compare educational opportunities and make
decisions that are appropriate for them.
The task force is mindful that the diversity of our institutions in size, number of students and campuses, types
of academic programs, and other factors will result in implementation of many but not necessarily all the best
practices, in ways appropriate to each institution. We recognize and celebrate this diversity of service, and we are
unified in our commitment to offering a career-based education to prepare students with the education and skills
appropriate for their chosen career.
The best practices are organized into three areas: Consumer Information, Recruitment Communications, and
Enrollment.

APSCU | Recruitment and Admissions

 I Consumer Information
Provide prospective students with appropriate, relevant, and timely
information that allows them to make sound, informed decisions
about their postsecondary education choices. Present information
in clear and understandable language. Follow all applicable federal
and state laws and regulations to ensure that the recruitment
process is appropriate.
1. Provide prospective students with accurate and complete
information on:
Institutional and accreditation status for each program
Whether the program meets minimum requirements
to qualify students for state licensure in relevant
occupations
Potential entry-level earnings and future employment
opportunities for those who complete various programs
The programs current price and students potential
future financial obligations
The ability to transfer academic credit from one
institution to another
Completion, employment, and licensure rates, where applicable, for the institution and/or the program
How the program may fit the students career interests, academic preparation, and eligibility to pursue
certain careers
2. Require prospective students to affirm in writing their receipt (written and/or electronic) of required
disclosures and documents.
3. Include the following information in catalogues and websites:
A clearly articulated and defined institutional mission statement
Clearly defined and specific academic program requirements
The total cost of tuition, instructional materials, and all mandatory fees
A net-price calculator
4. Establish appropriate internal control systems to review and certify the accuracy, timeliness, and clarity of all
consumer information.

APSCU | RECRUITMENT AND ADMISSIONS

 II Recruitment Communications
Many higher education options are available to meet the needs of prospective students. Although some APSCU
institutions have long histories, they may not have the name recognition of major state institutions, large community
college systems, or universities with top-tier football or basketball programs. And because the vast majority of our
students are adults who may not have attended school for more than a decade, they are likely to receive information
from traditional advertising in newspapers and on television as well as on the Internet and through social media.
1. Recruitment:
Develop, maintain, and periodically review marketing policies and procedures to ensure they comply with
applicable federal and state laws and regulations and accrediting agency requirements
Create appropriate internal policies for contacting prospective students
For example:
-- The institution and its vendors will not use the name or logo of any federal, state, or local government
agency or entity in a manner that implies or creates the impression to the public that such an entity
endorses the content of a program the institution offers
-- The institution will appropriately sanction, up to and including termination of employment, recruiters
and managers who violate institutional policies or applicable laws, regulations, or accrediting agency
requirements
2. Clear and Accurate Information:
Provide clear and accurate information in recruitment communications so prospective students can compare
educational opportunities and make decisions that are appropriate for them.
Ensure that recruitment communications are accurate and clear and that they avoid:
The use of any express or implied endorsements and testimonials that may convey information that would
be deceptive if made directly by the institution
The use of overstatements, superlatives, and exclusives in advertising unless supported by facts;
examples include the use of words such as best, easiest, and fastest
An institutions website should contain clear and accurate information about the institution, including
information about its programs, accreditation status, policies on transfers of credit, the availability of financial
aid for those who qualify, and outcome statistics after graduation. Such consumer disclosures should be easy
to find on the website.
3. Promotional Review:
Ensure that all promotional materials on websites, in printed materials, and on television, radio, and
billboards are:
Reviewed and approved by appropriate internal or external personnel to promote compliance with federal
and state laws and regulations and accrediting agency requirements
Supported by documentation that establishes the accuracy of all statements of fact in the promotional
material
Reviewed routinely by appropriate personnel prior to initial use or placement to ensure that material has
been fact-checked and documented

APSCU | Recruitment and Admissions

4. Initial and Ongoing Communications:

Institutions and vendors are encouraged to create
appropriate internal policies for contacting prospective
students.
Develop and document institutional and vendor
systems and processes to manage internal protocols
based upon institutional policies, laws, and regulations
Include an opt-out feature in recruitment and outreach
systems, including those of third-party vendors, for
individuals who do not wish continued contact
Comply with applicable national and state Do Not Call
and Do Not Solicit laws and regulations
5. Inquiry Generation Vendors:
Maintain appropriate policies and procedures that
guide inquiry generation vendors with respect to
presenting institutional information in a fashion
consistent with institutional policies and federal and
state laws and regulations and accrediting agency
requirements
Conduct periodic reviews of inquiry vendor materials
Establish remediation protocols to resolve any issues with vendor materials and codify instances that
trigger termination of the relationship with the vendor
6. Enterprise Risk Management:
Promote compliance with all institutional best practices in this area through a series of internal controls and
appropriate internal and external oversight and review.

APSCU | RECRUITMENT AND ADMISSIONS

 III Enrollment
The enrollment decision is a very important one for prospective students. To meet their needs, the enrollment process
should incorporate a meaningful and transparent dialogue between institutional representatives and prospective
students. With so much information available from so many sources, it is important to ensure that students have clear
and accurate descriptions of the educational program.
The enrollment process begins when an institutional
representative, whether on staff or under contract,
communicates with a prospective student who has indicated
interest in the institution. The process then extends through
the admissions and financial planning stages.
1. Hiring and Training the Enrollment Team:
Begin with appropriate protocols for the selection
and training of professionals engaged in the
admission and enrollment process. Establish
trainings to precede direct engagement with
prospective students that include:
Detailed review of the institutions policies,
accrediting agency requirements, and applicable
federal and state laws and regulations
An explanation of the programs of study the
institution offers and how these relate to the
careers of prospective students
A presentation of the institutions academic
programs, its internships and externships, and
when state licensure exams are required
Training on all enrollment procedures, including explanations of the elements of all required documents
Ongoing training and development for employees and/or contractors involved in the admissions and
enrollment process
2. Introducing the Institution to Prospective Students:
Provide accurate information with respect to program costs, completion rates, career services, and
employment rates
Provide accurate information regarding a students career interests; this may include requirements of
employment in their selected field of interest, such as criminal background checks, work schedules, drug
testing, and state requirements for certification or licensure
In all communications throughout the enrollment process, include documentation and seek written
acknowledgement of receipt by the prospective student
3. Compliance Support:
Consider developing a compliance guide and establish ongoing training and testing for enrollment personnel.
4. Financial Aid Information:
Current law requires that all prospective students meet either in person or online with a financial aid
representative separately from an admissions representative before enrollment. These representatives
APSCU | Recruitment and Admissions

should provide prospective students with a full explanation and documentation of their financial obligations
upon enrolling. At minimum, this information should include the following:
Explain the extent to which government benefits may pay for the cost of education for those who qualify
Provide an opportunity to receive counseling regarding loan obligations, including the impact on financial
aid if the student changes from full-time to part-time status
Explain the ramifications of student loan debt in terms of monthly repayment obligations based on various
scenarios
Encourage responsible borrowing for education costs and other personal expenses that may be covered by
federal loans
If available, make the prospective student aware of any financial literacy training
5. Transfer of Credit:
Disclose to prospective students, and obtain their acknowledgement in writing either on paper or
electronically, that any academic credits they earn may not necessarily be accepted at an institution to which
they transfer; the receiving institution determines whether to accept any academic credits.
6. Program Choice:
Schools use many different tools to assist prospective students in making program choices. Consider using
one or more of the following practices.
Assess academic readiness prior to enrollment
Offer appropriate remediation, if necessary
Offer limited course loads
Offer a trial period for enrollment
Offer penalty-free drop/add periods upon enrollment
7. Internal Audit and Control Systems:
Institutions are encouraged to establish internal control systems including, for example, internal audit of
compliance with all established enrollment policies and procedures. This could include verification that all
required disclosures and affirmations have been provided with appropriate attestations by the prospective
student.
Internal reviews could include independent review of staff training and call records, mystery shopping,
paperwork, enrollment materials, written disclosures, and call recording and contact reports.

APSCU | RECRUITMENT AND ADMISSIONS

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