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Full-Text Articles in Education
Building Authenticity In Social Media Tools To Recruit, Jean Sandlin, Edlyn V. Peña
Building Authenticity In Social Media Tools To Recruit, Jean Sandlin, Edlyn V. Peña
Edlyn V. Peña
An increasing number of institutions utilize social media tools, including studentwritten blogs, on their admission websites in an effort to enhance authenticity in their recruitment marketing materials. This study offers a framework for understanding what contributes to prospective college students’ perceptions of social media authenticity and how their perceptions shape expectations of the college experience. The results of the study are based on qualitative data comprising 16 in-depth interviews, 165 journal entries, and an eightmember focus group interview with college-bound students. Prospective college students perceived student-written blogs to be authentic when student bloggers disclosed personal details and feelings about campus …
A Comparison Of For-Profit And Community Colleges’ Admissions Practices, Constance Iloh, William G. Tierney
A Comparison Of For-Profit And Community Colleges’ Admissions Practices, Constance Iloh, William G. Tierney
Constance Iloh
College choice has been an area of inquiry in higher education research for decades. While this scholarship has evolved, it has yet to incorporate the fastest-growing sector of higher education: for-profit colleges and universities. The authors investigate the admissions and recruitment conditions that would lead students— particularly those from low-income backgrounds—to consider a for-profit college over a community college. Specifically, the paper considers information provided to prospective students by several for-profit and community colleges in an urban city. On the basis of this research, conclusions and future directions for college choice theory and organizational practice are developed.