Key Takeaways:
- Enrollment management success hinges on strong relationships with faculty and administrators. Building these connections ensures alignment between enrollment goals and program priorities.
- Real-time data and analytics allow institutions to make informed decisions that enhance efficiency and responsiveness.
- Programs designed to meet workforce demands not only attract students but also position graduates for success in competitive job markets.
- Leaders must embrace cultural shifts and be willing to innovate to meet the evolving expectations of students and stakeholders.
Graduate education leadership faces a uniquely complex future. Balancing expectations, navigating rapid changes in the field, and maintaining a student-centered approach require strategic decision-making at every level. This was the focus of the recent CGS webinar, Enrollment Trends for Leadership in Graduate Education, sponsored and presented by Liaison.
The session brought together a trio of graduate education leaders—Missouri State University Associate Provost and Dean of Graduate School Dr. Julie Masterson, Indiana State University Director of Graduate Studies Dr. Kenneth Games, and Coppin State University Dean of the School of Graduate Studies Dr. Ericka N. Covington—to discuss best practices and actionable strategies for addressing current enrollment challenges. With a focus on collaboration, technology, and leadership agility, the panel shared their experiences and insights with Liaison Vice President of Graduate Enrollment Strategy Stephen Taylor to help graduate education leaders navigate difficulties.
If you missed the live session, you can still watch the full recording. Below, we break down the key themes into actionable insights that reflect the panel’s discussion.
Expectations: Navigating the Reality Spectrum
One of the most pressing challenges for graduate education leaders is the disconnect between expectations and reality. Stakeholders—including faculty, administration, and external partners—often have differing visions of success, and leaders must bridge these gaps effectively.
Dr. Masterson emphasized that leadership in graduate enrollment is “really based on relationship-building… knowing where people are and finding common ground is absolutely critical.” Dr. Games echoed this sentiment, describing how non-traditional leadership paths often require reconciling long-standing practices with modern demands. He noted, “Everyone is used to ‘This is how we’ve always done it.’ We need to shift to meet students’ and the market’s expectations.”
Leaders must balance high expectations with the constraints of limited resources, workload, and institutional culture. Open communication and a clear vision can help align stakeholders and set realistic goals.
Communication: Consistency in Enrollment Forecasting
Th panelists also highlighted effective communication as a cornerstone of successful enrollment management. They stressed that forecasting is both an art and a science, requiring consistent dialogue between graduate colleges and individual programs, particularly in decentralized campus models.
Dr. Covington shared her institution’s proactive approach to communicating with students throughout their journey, from application to matriculation. She highlighted the importance of user-friendly platforms to ensure students and staff remain informed and engaged. Meanwhile, Dr. Masterson pointed out how real-time data tools like Liaison WebAdMIT have transformed the way her institution monitors applications and adjusts strategies on the fly.
Consistent and transparent communication—internally among stakeholders and externally with students—is critical for successful enrollment outcomes. Forecasting tools and clear messaging strategies enable leaders to stay ahead of trends and foster collaboration.
Strategy: People, Process, and Technology
The session’s speakers shared the belief that strategic enrollment management requires a balanced focus on people, processes, and technology. Leaders must build agile systems that can adapt to change while remaining proactive wherever possible.
Dr. Kenneth introduced the “Build, Advance, Enhance” strategy, which categorizes students into groups, allowing the institution to tailor its outreach and support efforts to meet distinct needs. This segmented approach not only enhances recruitment but also ensures programs align with the varied aspirations of today’s graduate students.
Dr. Ericka then centered the conversation around the important need for programs to consider workforce demands in the local community, demonstrating how investments in strategic marketing can attract quality applicants. Additionally, Dr. Julie stressed the value of using data-driven program reviews to ensure that resource allocation addresses institutional goals.
Technology plays a crucial role in each of these strategies. Whether through advanced CRMs, AI-driven data tools, or user-friendly student application portals, leveraging modern solutions streamlines processes and enhances responsiveness. As Dr. Covington noted, “Data is huge. It lets us be more effective in our roles without relying on outdated processes.”
Successful enrollment strategies hinge on integrating people, processes, and technology to align goals, streamline operations, and adapt to shifting trends in graduate education.
What’s Next? Proactive Leadership in Graduate Education
Stephen Taylor concluded with a discussion on the evolving role of graduate leaders and the opportunities today’s challenges present. Agility, strategic investment in technology, and collaboration are all critical drivers of success in graduate education, he said.
Actionable insights and takeaways from the session included the importance of:
- Expectations: Bridging the gap between stakeholder visions and institutional realities helps establish clear, relationship-driven leadership.
- Communication: Fostering consistency and transparency in enrollment forecasting aligns goals and set expectations.
- Strategy: Integrating people, process, and technology creates a proactive, data-driven approach to enrollment management.
To dive deeper into graduate leadership strategies, connect with Liaison at the upcoming 2024 CGS Annual Conference in December. Whether you’re managing day-to-day operations or setting a long-term strategic vision, we’ll be waiting for you at our booth in the exhibit hall to support you every step of the way with innovative solutions and trusted partnership.
🎥 Watch Enrollment Trends for Leadership in Graduate Education now. 🎥