The face of university admissions has changed significantly in the last decade. China now has the most international students studying in the US, more than almost all other countries combined. The Varsity Blues scandal indicated just how much decisions can be influenced by wealth. At many of the most “highly ranked” schools, first-generation students recruited athletes, and students of alumni make up half or more of a school’s incoming class. The concept of yield is king, and because yield if a factor in admissions, early decision accounts for 50% or more of a class. To think that admissions are in any way similar to a generation ago, or to even think of it as fair, is a dream.
COVID-19 has been the most significant catalyst for change in admissions since perhaps World War II. Much of what we thought we knew about admissions is being challenged. For example, nearly every 4-year institution in the US has gone test-optional/test-blind, either permanently or for a period of several years. To clarify, test-optional means that a student may choose to submit scores as a part of their evaluation and if they don’t, they will not be disadvantaged. Test blind (test free) means that a school will not consider a score for admission, even if it is submitted. What does this mean? It means that students once limited due to test scores are applying to highly selective/rejective schools in record numbers. Apps are up, admit rates are down. Another of the pandemic’s impacts has been on the way universities liaise with students and vice versa. Not so long ago, schools relied on university representatives making ‘the circuit’, a prolonged season of travel where officers would go to schools, set up the table, hand out info, and talk with students and counselors. Obviously, that is over (or at least on permanent hold in China). So, how do colleges drum up interest, and how do students get exposed to options out there, during a pandemic? Thankfully, we have a tool for this that everyone is familiar with: the internet. Universities have, more than any point in history, become more accessible and visible. It would be rare now not to find a school that did not have some sort of tour, information session, or workshop (or all three) advertised online. This allows unis to put out information to a broad audience, and can be done once, rather than relying on limiting group size due to manpower or distance. For example, a rep used to be able to go to one to three schools a day. Now, through one info session, they can share their message to hundreds or even thousands of schools. Similarly, virtual tours take away the time and cost factors that restrict so many in the world from visiting a campus and open it to all who join. Of course, one thing hasn’t changed. The student has to pitch up. Unless the student joins these sessions, the information lives in the voids of the web. Ok, so information is exponentially available. But what about that human touch? Reps used to shake hands and have conversations with students. That has changed. Well, here is what students can do to stand out. First, many schools track demonstrated interest. They record if you sign up for a session or a newsletter. And even more scary, they record how often you go to their website as well as were you look. That email that you received from them? They can tell if you opened it. Knowing this, it is in your best interest to do all of the above. But if having a conversation with a real person is still important to you, there are Q&A sessions with reps and always the opportunity to email or call your regional representative. When a rep reads your application, it helps if they have had some interaction with your or your school. This is why the college counselor is frequently contacting universities and attending conferences and fairs (although lately these, too, are virtual). Having familiarity with the school helps a university have faith in the applications they receive. And as part of my role, I spend time making sure my school is known to these universities. Top Tips for Students Applying in the “New Normal”
The world of admissions is not only changing, but more places are becoming attractive destinations that were previously never considered by most students. We have to change our minds and approaches if we hope to keep up and take advantage of the amazing opportunities that await this generation of graduates.
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AuthorOlder blog posts were for the UCLA Ext course "Using the Internet for College Counseling" Archives
February 2023
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