Social and Behavioral Sciences Commons^™

Virtual Student Engagement Through The Admissions Process, Sonya Hernandez

Leadership Education Capstones

Students pursing higher education are inundated with information meant to recruit them to the college or university. Institutions compete for a prospective student’s attention through multiple mediums and platforms (Hagedorn, 2006). It is to the institutions benefit to continue to update recruitment practices to maintain a competitive advantage. The university admissions office central role is to recruit students and implement recruitment strategies. The COVID-19 global pandemic forced admissions offices to pivot efforts into increasing or relying solely on virtual student engagement to meet safety requirements. The transition highlighted the need to fill gaps in virtual student engagement initiatives and knowledge. …