“Hello?” They whisper. “Just a minute, let me sneak outside. Can I call you right back?”  Recruiting  adult students on the front line of admissions, I could never pinpoint exactly how I would need to accommodate whomever I was about to call. Many trying to make a life change and not wanting their workplace to know, many with families and young children who wanted to join the conversation as well. Yes, I have even met a student out at the Iowa State Fair as she was showing cattle for two weeks during registration.

But wherever they were and whatever they were doing, they had their reason to be talking with you. A vision of life on a new path, accomplishing a long overdue goal, or a realization from hardship that a degree was calling.

In most cases, adult students will find you through an online search or word-of-mouth from others, and start the conversation through a direct email, inquiry, or phone call. What these students want is to connect a program to a degree and ultimately a better career path, in an affordable and doable way. The process to get there can be all too overwhelming, and if you treat them exactly like your first-year traditional students they might not walk through your doors on the first day.

Be on the ball 

With quick response. The faster you can connect with the prospective adult students’ thought of going back to school, the faster you can keep that thought from becoming an overwhelming challenge for them. Not only that but making your prospective adult student feel valued is key. As we always will tell you, adult students hold customer service to a very high degree. So once you make a connection, be prepared to help them get started and direct them throughout the entire process. They will appreciate one point of contact to return to with questions.

Be available

To talk on the phone during lunch hours or after 5pm and don’t hold back information for an in-person meeting. Adult students may have full-time jobs just as you do, so don’t make them use PTO or sneak out to get to you. With that said, many adult students will still want to meet with you at some point if they feel they have made a good connection and like what they hear. Be accommodating and flexiblewith meeting times. This goes for registration and/or orientation as well. While we may aim for everyone selecting from a handful of dates to be on campus, be accepting of those who need to meet one-on-one or over the phone. Better yet, create an online module to walk through with the student and discuss how this can be reviewed at home as well.

Be upfront

About cost and, further, how this cost can be made affordable to them. Preparing admissions counselors or advisors to deliver as much information in relation to this will go a long way. Be ready to work closely with Financial Aid and/or the business office to get forms filed early for loans, grants, and payment plans, etc.

Be knowledgable and connected

To your school’s programs and faculty. If you haven’t already, sit down and learn about all of the programs offered and listen to what a program chair or dean might say about their own program. You might be amazed at how inspired you feel when you’re done. Knowing your programs and where the programs can take a student in life after graduation gives you the edge. The more programs you have an intimate understanding of, the better you can retain a prospect as they change their mind or explore other options.

Be real 

When describing the time commitment of the program to prospective adult students. If only a select few courses are offered a night, make sure to be upfront that day time courses may be necessary. Be aware of associated labs and clinicals or practicums required. A student may be happy to adjust their work hours but not if it comes as a surprise when they register. Further, be real about the time to completion. Present a recommended schedule, help the prospective adult student to see where transfer credit fits in, and how to move courses around if possible.

Keeping these aspects in mind will help the heart of your recruitment, the conversation with adult students, to retain them through your admission funnel.

• Be on the ball.
• Be available.
• Be accommodating and flexible.
• Be upfront.
• Be knowledgeable and connected.
• Be real.

Learn More 

Get helpful tips on how to heat up your marketing and recruitment strategies this summer. Join Barbara Coward, Principal of Enrollment Strategies, for her free webinar, A Midsummer Recruiter’s Dream, this Thursday, July 24, at 2PM EST.