Don't Let College Recruiting Strategies
PUT THE SQUEEZE ON YOU!

Gerard Bowles
Updated Aug. 17, 1998. ©Jan. 4, 1992

Two friends recently expressed elation that their daughter has been accepted by a very good private college. That was the good news, the bad news is the tuition and expenses will cost over $25,000 per year, which will be difficult for the family. The college has suggested they will provide a "financial assistance package" to help defray the costs, but at this late date, has committed no figures. The college also prohibits applicants from applying to other colleges.

Acceptance in a high-quality private college or university is a great opportunity. However, the situation described above illustrates some of the unscrupulous recruiting strategies currently employed by some of these colleges. These strategies can actually be damaging to the students academic as well as eventual professional career.

One strategy commonly used is partial (or "token") "scholarships." Most private colleges inflate their tuition, and then give almost all applicants a "scholarship." However, the scholarship often represents only the inflated amount, commonly just two to three thousand dollars. In reality, if the "scholarship" is not at least 30% to 100%, it is not a scholarship based on exceptional academic excellence.

A second strategy is to prohibit application to other colleges. An excellent student with top-level college board scores should approach colleges in the same way as an athlete. Apply to several colleges, and then take the best offer. The only difference in the scholars approach, would be to weigh the quality of the school against the scholarship offered, and these against the amount one can afford to pay.

The "afford to pay" brings us to another factor in choosing a college. How important is attendance to a top-name college? Recruiters from highly-rated colleges brag about the high percentage of their graduates being accepted to top graduate schools (In fact, this placement helps to give the college a high rating.) However, the reality is this placement is more closely related to student economic status than to an institutions academic quality. Top graduate schools are expensive, and a large percentage of the graduates of the elite colleges can afford the tuition.

Another "placement" factor is that state colleges have a greater range of students with diversified scholastic abilities, available funds, and academic objectives ("academic objectives" includes those students who have no intention of pursuing a higher degree, and therefore, do not apply to a graduate school). This reduces the percentage of graduates being accepted by top graduate schoolsăbut does not indicate that the quality of instruction is low. Any good community or state college can document that some graduates have been accepted at top graduate schoolsăsome with full (100%) scholarships. If college funds are limited, a student might be better off using the tax-supported state school for undergraduate studies, and for some fields investing the most in the junior and senior year, and in other fields investing the most in the graduate school.

A third strategy used in recruiting students is to accept the student "with a scholarship," and then delay the exact scholarship amount until it is too late for the student to apply to another college for the fall. This entrapment strategy has been commonly used for a number of years. If a student applied for admittance and a scholarship before Christmas, the student should be notified of the exact scholarship amount by March 1. If this has not occurred, it is likely that the scholarship will be nominal. If financing is a problem, the student should immediately start applying to other collegesăincluding a good state college.

Students should be aware that higher education today is a business. The shrinking student market, weak economy and inflation has private colleges, especially the very expensive ones, facing financial difficulty. Many of these colleges have hired recruiting agents operating within or without the institution who are employing unscrupulous practices. Students with or without unlimited funds should apply to at least three colleges, one of which should be considered a "back-up." Colleges who "prohibit" or discourage applicants from applying to other colleges should be avoidedăthey obviously have a problem.

Students with top academic records and college board scores should "shop around" the same as an athlete. If the colleges are not breaking down your door with early scholarship notification, be realistic. Go with the best college you can afford (without borrowing), and save your money (including "loans") for your junior and senior year, or graduate school. In today's professional market, you are just as likely to be judged on your knowledge and ability, than by the college name on your degree. Be aware of the large number of graduates of "top-rated" colleges attending community colleges to upgrade their knowledge so they can become employed. Also, be aware that some of these graduates owe high 5-digit loans, for education that did not complete their professional training.

My own college training was in the fine arts (which is my normal communication vehicle) and higher education administration. I am knowledgeable in recruiting techniques, having been involved in recruitment planning, recruiting and advising for four colleges, three of which were private. I am also drawing on my own higher-education experiences. I started college by completing courses at three universities in two countries; selecting only courses of interest and outstanding faculty. When I decided to pursue a degree, I followed the advice of a friend who taught at Johns Hopkins University, and enrolled in a community college to fulfill a few basic courses. I was so impressed with the faculty that even after being accepted at one of the top five art colleges in the country, I staying long enough to complete the associate degree. I received three academic scholarships at three institutions. I was told by scholarship committee members at two of these institutions that my completion of the associate degree at the community college had been a factor in the decision to grant me the scholarships. Attending the community college had not only helped me obtain scholarships, but had also improved my academic abilities.

The 'moral' of my story is that being a realist might be the most important college decision you can make. It also means that not receiving a full scholarship to Harvard for your freshman year should not discourage you from attending college. Go where you can afford, maintain or improve your grades, plan some long-range goals, and stick with a strategy for accomplishing those goals. Harvard will always be there when your ready.

An article of interest to students and parents: "University counseling centers are seeing increasing numbers of students who report being anxious, depressed and unsure about their academic and personal lives." Bridget Murray, "College Youth Haunted By Increased Pressures." American Psychological Association.