Q&A With Scott Jeffe on RNL’s 2022 On-line Scholar Recruitment Report


We have now been pals with RNL’s VP of analysis, Scott Jeffe, for just a few years now. Not too long ago, in an effort to higher perceive (and perhaps affect) the advertising and marketing, recruiting and enrollment facet of on-line schooling, we joined RNL’s advisory board.Scott Jeffe, a white man with light hair, glasses and a goatee.

One of many benefits of serving on the advisory board is the chance to get early appears at RNL analysis. A newly launched report (which we advocate you take a look at) is the “2022 Online Student Recruitment Report: 10 Challenges and Solutions for Engaging Prospective Online Students.” We requested Scott to reply our questions concerning the findings of the report.

Q: We famous that this new report presents not solely 10 challenges, but additionally what you name options. How did you go about this?

A: There are quite a lot of stories out there immediately that discuss concerning the challenges going through greater schooling. However I do know that once I current knowledge like this, the viewers at all times desires to know what it means to them.

With this in thoughts, I gathered a bunch of my colleagues and requested them every to pick one of many challenges and picture that institutional stakeholders had simply learn it and requested them, “So what ought to I do about this?” That was the place to begin for the options.

Q: You write within the report that on-line program growth has turn out to be important for institutional development. Why is that?

A: We begin the report right here for a really intentional cause. There was a time when on-line would have been a pleasant to have quite than a must have, however that is now not the case. Whereas the pandemic doubtless accelerated this, it was within the making lengthy earlier than. This primary problem presents knowledge indicating that way back to 2012, there was no web year-over-year development—at both the undergraduate or graduate ranges—amongst college students enrolled in solely classroom programs.

All development has come from both new college students who enroll in all distance programs or a number of distance programs. In each instances, the all distance outpaces the a number of, so we should conclude that infusing some on-line programs into classroom packages won’t be satisfactory, maybe excluding probably the most prestigious—or most inexpensive—establishments.

Q: What was your most attention-grabbing discovering?

A: We requested respondents about anticipated response instances to an inquiry. Within the mixture, about one-quarter count on a response inside minutes, one other quarter inside an hour or so and one other 30 p.c inside one enterprise day. Each time I current knowledge like this to teams of enrollment leaders, I hear, “I wouldn’t desire a response inside minutes,” “I feel that’s creepy” or related responses.

Properly, now we all know why: once we segmented this response knowledge by five-year age blocks, upwards of 40 p.c of respondents over age 45 indicated that they had been nice with a response that took a couple of enterprise day. The message: we (these of us 45-plus who sometimes lead enrollment operations) will not be the viewers.

Q: How does assembly potential scholar expectations feed into the success of establishments immediately?

A: We requested respondents two questions: How doubtless are you to enroll on the establishment that admits you first? Upwards of 80 p.c stated that they’re very doubtless or will certainly enroll on the first establishment to confess them. However that’s not all. We additionally requested them how doubtless they’re to enroll on the establishment that responds to their inquiry first.

Greater than half of respondents stated they had been prone to or undoubtedly would. Provided that the rise of (and acceptance of) on-line has supplied college students with extra decisions than ever earlier than, assembly some of these expectations has an actual impression on enrollment development.

Q: Why do you suppose college students put a lot weight on this velocity?

A: As we speak’s college students typically—and on-line college students particularly—actually consider their greater schooling as one other of the commodities that they buy. They’re fascinated about value greater than ever, they’re weighing value versus outcomes (in search of profession knowledge on web sites) in a means that appears awfully like ROI. Let’s additionally not neglect that we at the moment are serving two generations (millennials and Gen Z) who’ve grown up in a custom-made and instantaneous response world. They’ve these similar expectations of their establishments.

So with these response-time questions, they’re equating schools and universities to all the pieces else they do.

Instance: the restaurant that doesn’t reply to their misplaced order on GrubHub won’t ever be used once more; the retailer who doesn’t make returning one thing simple won’t be used once more. They count on good customer support it doesn’t matter what group they’re interacting with.

This new report might be a significant centerpiece of the 22-session graduate and on-line observe at RNL’s national conference in Washington, D.C., from July 14 to 16, at which we will even be presenting on “Six Put up–COVID-19 Provocations.”

There’s nonetheless time to register.


Our names are Fareedah and Kamilah Amoo. We are seven and five year’s old sisters and live in Ontario, Canada, with our parents and little brother, Awad. We love writing stories, painting on canva, coding, reading books, and enjoying arts and crafts. Our goal is to motivate every child worldwide to read more books.

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