> Skip to content
FEATURED:
  • Public Perception of College
Sign In
  • News
  • Advice
  • The Review
  • Topics
    • Data
    • Diversity, Equity, & Inclusion
    • Finance & Operations
    • International
    • Leadership & Governance
    • Teaching & Learning
    • Scholarship & Research
    • Technology
    • The Workplace
    • Data
    • Diversity, Equity, & Inclusion
    • Finance & Operations
    • International
    • Leadership & Governance
    • Teaching & Learning
    • Scholarship & Research
    • Technology
    • The Workplace
  • Current Issue
  • Virtual Events
  • Store
    • Featured Products
    • Reports
    • Data
    • Collections
    • Back Issues
    • Featured Products
    • Reports
    • Data
    • Collections
    • Back Issues
  • Jobs
    • Find a Job
    • Post a Job
    • Career Resources
    • Find a Job
    • Post a Job
    • Career Resources
Sign In
  • News
  • Advice
  • The Review
  • Topics
    • Data
    • Diversity, Equity, & Inclusion
    • Finance & Operations
    • International
    • Leadership & Governance
    • Teaching & Learning
    • Scholarship & Research
    • Technology
    • The Workplace
    • Data
    • Diversity, Equity, & Inclusion
    • Finance & Operations
    • International
    • Leadership & Governance
    • Teaching & Learning
    • Scholarship & Research
    • Technology
    • The Workplace
  • Current Issue
  • Virtual Events
  • Store
    • Featured Products
    • Reports
    • Data
    • Collections
    • Back Issues
    • Featured Products
    • Reports
    • Data
    • Collections
    • Back Issues
  • Jobs
    • Find a Job
    • Post a Job
    • Career Resources
    • Find a Job
    • Post a Job
    • Career Resources
  • News
  • Advice
  • The Review
  • Topics
    • Data
    • Diversity, Equity, & Inclusion
    • Finance & Operations
    • International
    • Leadership & Governance
    • Teaching & Learning
    • Scholarship & Research
    • Technology
    • The Workplace
    • Data
    • Diversity, Equity, & Inclusion
    • Finance & Operations
    • International
    • Leadership & Governance
    • Teaching & Learning
    • Scholarship & Research
    • Technology
    • The Workplace
  • Current Issue
  • Virtual Events
  • Store
    • Featured Products
    • Reports
    • Data
    • Collections
    • Back Issues
    • Featured Products
    • Reports
    • Data
    • Collections
    • Back Issues
  • Jobs
    • Find a Job
    • Post a Job
    • Career Resources
    • Find a Job
    • Post a Job
    • Career Resources
Sign In
ADVERTISEMENT
head count logo 100

Head Count

Admissions and enrollment.

  • Twitter
  • LinkedIn
  • Show more sharing options
Share
  • Twitter
  • LinkedIn
  • Facebook
  • Email
  • Copy Link URLCopied!
  • Print

5 ‘Dirty Words’ Admissions Offices Should Embrace

By  Eric Hoover
July 25, 2014

Chicago — Brian Wm. Niles didn’t cuss, but still a few people winced.

At the ACT’s annual Enrollment Planners Conference here on Thursday, Mr. Niles, founder of Target X, recommended five “dirty words” colleges should use regularly. (Squeamish romantics fond of quaint words like “learning,” be warned.)

We're sorry. Something went wrong.

We are unable to fully display the content of this page.

The most likely cause of this is a content blocker on your computer or network.

Please allow access to our site, and then refresh this page. You may then be asked to log in, create an account if you don't already have one, or subscribe.

If you continue to experience issues, please contact us at 202-466-1032 or help@chronicle.com

Chicago — Brian Wm. Niles didn’t cuss, but still a few people winced.

At the ACT’s annual Enrollment Planners Conference here on Thursday, Mr. Niles, founder of Target X, recommended five “dirty words” colleges should use regularly. (Squeamish romantics fond of quaint words like “learning,” be warned.)

Customer. Many people who work at colleges dislike the word, preferring to call students “students.” But as more Americans question the value of higher education, Mr. Niles said, institutions must think more like businesses, with customers to please, customer-service to enhance: “It gives you a sense that you have a responsibility to them.” Colleges exist to serve students, he insisted, and not the reverse. It’s worth noting the terms used every day in admissions offices include “inquires,” “prospects,” and “suspects.”

Sales. Admissions officers often use the word “counseling” to describe what they do. “You are a business,” Mr. Niles told his audience. “Why do we think that’s a bad thing?” The more admissions leaders think of their staff members as salespeople, he argued, the more attention they will pay to training them well to understand the needs and wants of prospective students. Everyone in the room seemed to be with him until he described the importance of the “elevator pitch,” which prompted one enrollment official to shake his head. He shook it again when Mr. Niles posed a question: Can your admissions officers explain the institution “in 30 seconds”?

Competition. Colleges always talk about their “peer institutions.” It’s more useful, Mr. Niles said, to think of them as competitors. (A former admissions officer himself, he recalled losing a prospective student to another institution many years ago, and the memory seemed to sting.) Just because your president likes to think of particular colleges as peers doesn’t mean those institutions are the same ones taking away your students. “You need to be honest about who your competition is,” he said.

ADVERTISEMENT

Experience. Sure, your ranking is impressive, your application numbers are staggering. So what? “You have to sell the idea of going away to college, and it’s pricey,” said Mr. Niles, who believes that, above all, students remember how a campus visit made them feel. He urged colleges to scrutinize the basics. How easy is it to register for a visit? Are directions to your campus clear? What about parking instructions and directions to the visitors center? Are campus buildings marked for all those families using smartphones to navigate? And what about your bathroom for visitors? “It better be awesome,” he said.

Accountability. Top-level admissions and enrollment officials are accountable to presidents and boards. But what about all the people who report to them? Mr. Niles suggested finding ways to make all of them responsible for specific goals and results, too. “Committees cannot be held accountable,” he said. “Only people can.”

Finally, Mr. Niles asked for other words that colleges should embrace. “Closing,” said one admissions official (as in, closing the deal with an accepted applicant). “Fire,” said another (as in, letting an ineffective staffer go). “ROI!,” someone else exclaimed. “ROI!”

And then, just maybe, everyone went and washed their mouths out with soap.

Eric Hoover
Eric Hoover writes about the challenges of getting to, and through, college. Follow him on Twitter @erichoov, or email him, at eric.hoover@chronicle.com.
ADVERTISEMENT
ADVERTISEMENT
  • Explore Content
    • Latest News
    • Newsletters
    • Letters
    • Free Reports and Guides
    • Professional Development
    • Virtual Events
    • Chronicle Store
    • Chronicle Intelligence
    • Find a Job
    • Post a Job
    Explore Content
    • Latest News
    • Newsletters
    • Letters
    • Free Reports and Guides
    • Professional Development
    • Virtual Events
    • Chronicle Store
    • Chronicle Intelligence
    • Find a Job
    • Post a Job
  • Know The Chronicle
    • About Us
    • Write for Us
    • Work at The Chronicle
    • Our Reporting Process
    • Advertise With Us
    • Brand Studio
    • DEI Commitment Statement
    • Accessibility Statement
    Know The Chronicle
    • About Us
    • Write for Us
    • Work at The Chronicle
    • Our Reporting Process
    • Advertise With Us
    • Brand Studio
    • DEI Commitment Statement
    • Accessibility Statement
  • Account and Access
    • Manage Your Account
    • Manage Newsletters
    • Individual Subscriptions
    • Institutional Subscriptions
    • Subscription & Account FAQ
    Account and Access
    • Manage Your Account
    • Manage Newsletters
    • Individual Subscriptions
    • Institutional Subscriptions
    • Subscription & Account FAQ
  • Get Support
    • Contact Us
    • Reprints & Permissions
    • User Agreement
    • Terms and Conditions
    • Privacy Policy
    • California Privacy Policy
    • Do Not Sell My Personal Information
    Get Support
    • Contact Us
    • Reprints & Permissions
    • User Agreement
    • Terms and Conditions
    • Privacy Policy
    • California Privacy Policy
    • Do Not Sell My Personal Information
1255 23rd Street, N.W. Washington, D.C. 20037
© 2023 The Chronicle of Higher Education
  • twitter
  • instagram
  • youtube
  • facebook
  • linkedin