College enrollment rates are set to decline for the first time in a decade, according to a report from Admissions Lab, an Atlanta-based higher education consulting firm.
The report suggests an overall decrease in high-school graduates, as well as demographic shifts within that population - trends that could cause colleges to rethink their recruitment strategies.
According to the Admissions Lab report, more than 18 states will produce at least 5 percent fewer graduates during the coming decade, spurring greater competition among universities to recruit qualified students. Still, some experts believe higher education institutions have failed to fully recognize this coming trend.
"We're still preparing to educate the last generation," said Greg Perfetto, vice president for research and development at Admissions Lab. "The next generation is going to be more practical in their approach to college. They're going to be looking for more affordability."
At the University, Dean of Admissions Greg Roberts said he does not anticipate the University will feel the widespread effects of the demographic shift, considering the accessibility of the school's financial aid program.
"We already have one of the best need-based aid programs in the country in AccessUVa and one of the best and most committed financial aid departments you'll find anywhere," Roberts said. "We always spend time evaluating the admission year and frequently have discussions with Student Financial Services about how we can work together to attract and enroll the best and brightest students."
Perfetto noted that many schools today market the college experience instead of the quality of education. Furthermore, he emphasized the need for universities to employ a refined modern approach to recruiting in general.
"Colleges tend to be very passive in how they recruit students," said Perfetto, noting the staggering number of "stealth applicants" whose first contact with an institution is the submission of their application. This passive approach to recruiting has forced prospective students to turn to new media to make an informed choice.
"Students are much more proactive in looking for a college now," Perfetto said. "They're using social media. I think colleges have to adapt to that new technology."
Despite the national trends, Roberts did not express concern about the University's future admissions.
"We are in no danger of running out of qualified applicants," Roberts said. "A modest one-year decline will have little impact in our ability to enroll a strong and diverse class."
The University saw an increase in the amount of applications received this year, Roberts said, although the number of high-school graduates fell across the country. Students who do apply to college are applying to more schools, he said, a trend that particularly applies to selective institutions.
Roberts said the greatest obstacle the University faces in recruitment is competition with other top institutions and with schools that offer full or merit-based scholarships.
"There are many great school out there. The students applying to U.Va. are among the best in the country and likely have many fine options," Roberts said.
Read More
Honor Committee adjusts panel scheduling and discusses term goals for subcommittees
By Bertie Azqueta | 11 hours agoThe Committee will not reconvene for an in-person meeting until the Fall 2025 semester.
Spanberger shares hope of sweeping victory to Albemarle Democrats
By Ford McCracken | YesterdaySpanberger will face Republican Lt. Gov Winsome Earle-Sears Nov. 4 for a chance to become the Commonwealth of Virginia’s first female governor.
Students say package deliveries are unpredictable on 14th Street
By Lauren Seeliger | YesterdayStudents say delivery drivers are careless when placing packages on doorsteps, sometimes resulting in delivery to an entirely wrong building.
