In August 2020, SimpsonScarborough released research findings from their survey of incoming freshmen – 40% report they are likely or highly likely not to attend any four-year college starting Fall 2020. If accurate, this could be devastating to colleges across the U.S.

In times of uncertainty, effective communication can unite people and organizations; this is needed now between applicants and institutions. At WGU, we asked: Can we engage applicants in meaningful, relevant conversation before enrollment and radically impact enrollment yield? Psychological research increasingly points to the crucial role that belonging plays in how individuals experience education. Belonging must be built and fostered into a student identity through engagement, but applicants rarely have access to university systems until after enrollment. This leaves a period where the applicant has limited engagement; WGU data shows a persistent applicant-drop point between application and matriculation. In interviews, eight of nine students reported enrollment could be improved if they had engaged with students or alumni to ask experiential questions.

WGU introduced an interactive online platform for applicants to engage with each other, as well as connect with staff and alumni. The platform presents resources and interactive posts intended to share knowledge and build belonging. With the platform’s release, WGU designed a randomized study to follow a subset of applicants, examining the efficacy in improving enrollment yield.

Presenters will describe the study, the process to design the platform, and identify the virtual and human interactions used to engage prospective students during the enrollment process. Attendees will be invited to share their own experiences and views on the role of belonging in the enrollment process.

Submission ID:

13709

Presenter(s):

Jason Levin Western Governors University

Adam Shiflett Western Governors University

Jonathan Huck Western Governors University