Colleges recruit faculty to help fill empty seats

Colleges are increasingly enlisting faculty members to recruit new students, a shift that departs from the traditional reliance on dedicated admissions offices. Marc Conner, president of Skidmore College, stated that the institution depends on students visiting campus and subsequently enrolling. Conner noted that even schools not currently struggling with enrollment are making specific pushes to transform the admissions experience from one perceived as secretive to one that is open and friendly.

The shift responds to a tightening market. The supply of traditional-age freshmen in the United States is projected to decline by 13 percent over the next 15 years, according to the Western Interstate Commission for Higher Education. Additionally, the proportion of high school graduates who choose to attend college dropped from 70 percent in 2016 to 63 percent in 2024, the Bureau of Labor Statistics reported. A survey by the ratings platform Niche found that two-thirds of admissions leaders had difficulty meeting enrollment targets in at least one of the last two years, and 97 percent expect competition to increase.

Institutions are adopting various strategies to attract applicants. Some universities and colleges are waiving application fees or offering additional financial aid for students who attend campus tours. Public universities in 17 states now admit high school students who have not formally applied, according to the Education Commission of the States. More than 150 private colleges also make direct admissions offers to students who complete the Common App, a standardized online application used by approximately 1,200 institutions.

Skidmore, Ohio Northern University, and Washington College in Maryland have taken the step of having faculty interact directly with prospective students. At Washington College, faculty sit down with visiting applicants on designated Fridays during the admissions season. At Ohio Northern, at least one faculty member meets with every visiting applicant. Jess Ricker, Skidmore’s vice president for enrollment, said this approach creates a feeling of belonging that helps distinguish the college from others on students' lists.

The need for faculty involvement is also driven by declining yield, or the percentage of admitted students who actually enroll. Federal data show that yield at public colleges fell from 32 percent in 2014 to 22 percent in 2024. At private, nonprofit institutions, yield dropped from 24 percent in 2014 to 18 percent in 2024. This decline means colleges must admit significantly more students than they need to fill their classes, as applicants apply to an average of more than seven schools apiece.

Johnnie Johnson, vice president for enrollment management at Washington College, said he initially faced resistance from faculty who preferred to focus on teaching. Johnson countered by explaining that student enrollment directly equates to programmatic funding and salary increases. He noted that faculty are aware of colleagues at institutions that closed or cut programs, and many do not want to be next.

At Skidmore, more than three-quarters of admitted students who visited campus outside of weekend open houses last year requested to sit in on a class or meet with a faculty member. These interactions totaled 300 personal visits. Becca Johnson, chair of the psychology department at Skidmore, said she receives feedback that these meetings influence decisions. One parent told her that a contact from outside the admissions office was meaningful for their student’s final choice.

Skidmore currently has 2,719 students. Its acceptance rate has decreased from 37 percent ten years ago to 24 percent today, and its yield is an above-average 24 percent. Conner said the school is facing the same headwinds as other institutions and encourages all staff, from dining hall workers to groundskeepers, to be welcoming to visitors.