Set yourself free from your shrinking marketing budget with my popular ebook Marketing on a Shoestring Budget! UCAS End of Cycle 2021: Strong Demand for UK HE amidst a Global Pandemic. UCAS, 27 Jan. 2022, https://www.ucas.com/corporate/news-and-key-documents/news/ucas-end-cycle-2021-strong-demand-uk-he-amidst-global-pandemic. Being able to provide data for deans, divisional leaders and vice presidents to help them make decisions is a value add for our customers, says Dr. Ale Kennedy, associate chief HR officer at Clemson. As described in Synario magazine, American post-secondary institutions are hurting and are now bracing for another crisis yet again. People arent willing to open up if they think they are being sold something. Accessed 21 Mar. Environmental: Examine environmental factors such as green initiatives, ethical issues, weather patterns, and pollution. What is causing Marquette tackles enrollment cliff. Known as the college Over the next decade, the number of 18-year-old Americans will peak in 2025 at about 9.4 million. Ask the administrators above you for support in creating the change that your unit and the institution need to surviveand thrive. As more employed students pursue higher education, you must ensure your curriculums work around their time. Enrollment increased 8.3 percent compared to last year, and first-year enrollment rose 17.1 percent. Universities brace for looming enrollment cliff project X enables capability Y, which supports goal Z). Higher Education Facts and Figures 2022; International Student Arrivals Booming.. University leadership has pledged to undertake this change without an immediate reduction in force and without eliminating tenured or tenure-track faculty appointments, instead offering an early retirement option for qualified faculty. Government funding for higher education has been largely flat for the last 20 years and it is dependent upon student numbers. The Enrollment Cliff, Mega-Universities, COVID-19, and the Changing Landscape of U.S. Colleges. The CPA Journal, October 5, 2020. https://www.cpajournal.com/2020/10/05/the-enrollment-cliff-mega-universities-covid-19-and-the-changing-landscape-of-u-s-colleges/. The magnitude of change at TU will no doubt present its share of challenges, but it will also offer a multitude of learning opportunities for the universitys human resources organization. The Enrollment Cliff in the United States- Statistics & Facts In a recent article in The Hechinger Report, columnist Jill Barshay writes that elite institutions will likely fare much better than regional four-year colleges and universities, which are expected to be impacted the most. Flagship schools are attracting the students. By continuing to use our site or by closing this banner without changing your cookie settings, you agree to our use of cookies. At my institution, the word was dont bring it up. And yet there may be folks who are near, at, or beyond retirement age and who persist at the university for various reasons. Build resilient HR teams. 69, no. Read up on living retirement fully. Listen. This can include targeted advertising campaigns, social media outreach, and offering more personalized interactions with prospective students. Govern Shared Services. In late 2019, months before the pandemic kicked off, the College and University Professional Association for Human Resources (CUPA-HR) published an insightful article regarding the falling U.S. birthrate. Use the PESTLE outcomes to discover the primary objectives of your stakeholders with respect to IT priorities. Academics have lots of opportunities to tuck away additional savings into 403bs and 457s. Our procedures now have to include more stringent enforcement of cybersecurity. So lets hop in our time machine to give the enrollment cliff some historical context. He also mentions another trough that will likely occur in higher education 18 to 24 years from now due to the COVID-19 pandemic. Despite the unique challenges the enrollment cliff presents, your survival will hinge on fortifying the three pillars of your marketing strategy: These pillars are meant to support your enrollment marketing strategy as a unit, so dont neglect one by forcing all your resources into another. Vast Majority of Americans Believe Students Deserve an Equal Opportunity to Pursue Higher Education. Ipsos, 11 July 2022, https://www.ipsos.com/en-us/news-polls/higher-education-july-2022. Heres a good explanation of how economic cycles in business operate written by Akhilesh Ganti in an article called Trough, published on Investopedias website. (e.g. Create shared services between institutions. Several readers told similar stories of the cliff being vaguely acknowledged in speeches by campus Also, encourage your administration to review your school program offerings and class schedules and determine their viability for working adult learners. For those who may not be part of a more modest future at your institution, how can you help them see the bright side of retirement? Changed circumstances require us to adapt. The IT department needs to be proactive in its response to the enrollment cliff. prepare for a shrinking enrollment pipeline Regional universities realized a 71% decline in enrollment from 2010 and 2021. WebColleges face 'enrollment cliff'. So schools are already feeling mounting pressure to justify their value, and the enrollment cliff is still over the horizon line. Are there changes to financial aid structures? We have to increase the number of endpoints supported on our network across all buildings. It is important to build resilient HR teams that can represent the mission and purpose of the various offices of the university. 57%: About half of people believe community colleges are helpful and cost-effective. A good number of college and university administrations are anxious about the future of higher education. Once the economy recovered, fewer people attended. National Trends Are Interesting--but Enrolling Students Is a Local Challenge. The Chronicle of Higher Education, April 1, 2022. 00:00:00. On the flip side, salary and benefits costs make up the vast majority of expenses in most universities, and these need to grow each year in order to keep salaries competitive and to adjust for the increased costs in healthcare. competitive advantage. So whats the worst-case scenario for enrollment marketing teams? Work with stakeholders to identify the key data to support student retention. Enrollment Cliff But between July 2020 and 2021, those states took on significant population. The College-Admissions Process Is Completely Broken They can do so by articulating their brand messaging to attract mission-fit students. My priority has been to bring up this topic in every HR meeting and forum at IU over the past year, and Ill continue to do so., Additionally, Whelan says he has been encouraging his HR staff to engage the financial and enrollment leaders within their campuses, divisions and units to understand the impact of fewer students on their specific areas. Understanding Higher Educations Enrollment Cliff, What are the demographics of your students: domestic, international, ethnicity, age, population? In the conversation I referenced earlier, Tim made an astute observation about WICHEs findings specific to some areas of the country: Those of us who live in states where cold temperatures and snow are a regular thing, generally speaking, our projections are not looking so good. Many states pay the tuition for high school students who enroll in dual-credit courses at their schools. Input: Analysis of PESTLE factors impacting the IT organization, Time from you and relevant stakeholders, List of key stakeholders who are responsible for the strategic direction of the institution Know when not to make a forecast (Understand that everything need not change. 2023. Accessed 21 Mar. As the consequences of our dwindling student population become apparent, particular geographical regions will feel the brunt of the enrollment cliff. 82%: Student debt is widely seen as an overall problem. Because most higher education institutions rely on tuition dollars as their largest revenue source, a decline in enrollment has the potential to keep revenue flat or to even reduce it. Statistics show that the cost of average college tuition has doubled between 1971 and 2019. For the last few years, colleges have experienced declines in enrollment due to the increasing cost of higher education versus its perceived value proposition. Higher education institutions know they need to prepare for the coming enrollment cliff by focusing on different demographic groups than the usual college recruits. Enrollment cliff is a result of a What is the trend in your costs (salary requirements, requirements of digitally dependent generation, funding changes, etc.)? Higher education is entering a period of contraction following years of growth. WebEnrollment Cliff and How HR Can Help. Last years enrollment dip of 9,000 students was enough to push the districts ranking from the countrys third largest public school National Science Foundation. COVID-19 sped up enrollment concerns not just for recent high Bring data to the table. Not all parts of the program need be new. Our data gathering and analysis tools need to help us retain funds and attract more contributors. There are too many institutions with declining enrollment. Do you know the broad business goals of the institution? University of Tulsa (TU) is taking action now to cement its place in the future of higher education by reimagining its purpose and reorganizing its structure. For instance, you may have noticed the considerable spike in North Dakotas expected enrollments despite being a rural cold weather state. Here are two examples to stimulate your thinking. Read: Elite-college admissions are broken. enrollment cliff Subscribe for free to Inside Higher Eds newsletters, featuring the latest news, opinion and great new careers in higher education delivered to your inbox. Request from the levels above you a practice of consistent messaging and transparency. In early March, Fortune published a blistering article about the ongoing labor shortage in 2023 that included several disquieting interviews with recent high school graduates. How to leverage low-cost technologies to reach your target market. Some representative statements: This looming enrollment cliff is being talked about among presidents cabinets and boards of trustees across the nation, as higher ed leaders look Remote learning forced many prospective college students to fend for themselves in navigating applications and degree programs without the usual support from counselors and teachers. Was it a failure to apply to a greater extent, the principles of forecasting? Enrollment Cliff Book time with each stakeholder and then conduct the interview. This wasnt from traditional student, but entirely due to dual enrollment (i.e., high school students). Study projections for the future of careers in your discipline and industry needs in the region and use this information as a basis for your proposal. The word cliff has been used to describe projected undergraduate enrollment in the United States. Unless youre going somewhere productive, keep the interview to a scope. Who among them will likely remain if positions are cut? Accessed 21 Mar. Fall enrollment of U.S. residents in degree-granting postsecondary institutions, by race/ethnicity: Selected The enrollment cliff is real and scary, but the data shows that higher ed is not in a free fall. Accessed 28 Mar. Some may even be alumni. The enrollment cliff is caused by a drop in the fertility rate, primarily in the US, which is expected to continue to decline by 12% per year after 2029 (Copley and Douthett, 2020). Check that you have answered the questions from step 1. The big story in the 1970s was the drop in male college enrollment. Higher ed's impending demographic cliff is a myth. Are you aware of what is happening in terms of mergers and acquisitions activity? 74%: Three-quarters believe a college education is not necessary in todays working world. 7, Chronicle of Higher Education, Inc., Nov. 2022, pp. Think chronologically about the interviewees experience. That continues the trend of dual enrollment propelling growth at two-year colleges. 2023. CampusLogic. 2023. My eye was on any helpful information I could find to understand the future and how to plan for it. Cost. 56%: The majority of Americans do not believe it is worth it. This can involve offering financial planning and retirement planning information. How to Climb Higher Eds Impending Demographic Cliff Friday, August 26, 2022. mrpotato101/ Shutterstock. They subsequently feel good about recommending your institution. This could, for instance, take the form of a certificate for working professionals or an add-on certificate for undergraduates. It was also the first time I heard the terms cliff and trough applied to higher education. Heres how we overcome it. Toward the end of the conference, I sat in a packed and stuffy conference room. You can start doing your plan shopping research now. As a department chair, what are you doing about it? Reduce vendor spending through strategic vendor management. A better way exists. Even more worrying is a joint study by the Associated Press and Stanford University that determined over 200,000 students disappeared from the public school system during the pandemics peak. Enrollment Cliff This will change how you do things. Higher education institutions know they need to prepare for the coming enrollment cliff by focusing on different demographic groups than the usual college recruits.
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