1 characteristics of effective enrollment managers tom williams noel-levitz national conference on...
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Characteristics of Effective Enrollment ManagersTom Williams
Noel-Levitz National Conference on Student Recruitment, Marketing, and Retention
July 15 – 17, 2008Chicago, Illinois
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Overview
• To be effective
• Strategies to become effective
• The importance of fit
• Advancing in your career – internal promotion v. external job search
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Effective
Producing or capable of producing an intended or expected result or having a striking effect. Competent.
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Exemplary
Serving as an example to others; very good. Worthy of emulation.
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I was gratified to be able to answer promptly, and I did. I said I didn’t know.
Mark Twain in Life on the Mississippi
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Knowledge
• Self knowledge
• Institutional knowledge
• Market knowledge
• Student knowledge
• Competitor knowledge
• Technical (expert) knowledge of best practices
• Staff management
• Change management and leadership
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Technical (expert) knowledge of best practices
• Integrated marketing, branding, and institutional positioning
• Direct mail and building an inquiry pool
• Predictive modeling and geodemography
• Web-enabled and electronic communications
• Territory management
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Technical (expert) knowledge of best practices (continued)
• Conversion and yield strategies
• Staff training and development
• Enrollment software and management information systems
• Financial aid and financial aid leveraging
• Retention and attrition research
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Technical (expert) knowledge of best practices (continued)
• Early alert and intervention system
• Academic advising and student success plans
• Strategies to improve customer service and student satisfaction
• Forming and facilitating a campus-wide retention and student success committee or task force
• Comprehensive enrollment management plan with clear goals, key strategies, and detailed action plans
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Management
• Planning
• Organizing
• Directing
• Controlling
• Problem-solving
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Leadership
• Developing a vision
• Formulating supporting strategies
• Forming a coalition of relevant people
• Empowering people to achieve
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Strategies to build knowledge
• Read
• Ask
• Attend conferences and workshops – stay current
• Visit exemplary enrollment management programs
• Find a mentor
• Be a mentor
• Surround yourself with talented, successful people – and pay attention
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Top Skills – New York Times Survey• Ability to work in a team environment (89%)
• Ability to learn quickly (84%)
• Presentation/verbal communication (76%)
• Multi-tasking (73%)
• Time management (69%)
• Leadership (67%)
• Strategic thinking (56%)
• Technical skills (25%)
• Analytical skills (24%)
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Other important skills• Listening
• Ability to influence others
• Sensitivity
• Achieving balance
• Planning
• Problem-solving
• Organization/prioritization
• Interpersonal/relationship-building/team-building
• Coaching/mentoring
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Strategies to build skills
• Self-evaluate• Seek feedback – 360 degree audit• Understand your talents and non-talents• Focus on your talents – practice, practice, practice• Build a team that compensates for your non-talents
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The greatest discovery of our generation is that human beings can alter their lives by
altering their attitudes of mind. As you think, so shall you be.
William James
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Important attitudes• Optimism
• Purposefulness
• Empowered/action-oriented
• Confident
• Persistent/persevering
• Reliable
• Initiative/energy/drive
• Passionate
• Tolerant
• Competitive
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Motivation will always beat mere talent.
Norman Augustine
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Strategies to adjust attitudes
• Self-aware
• Counseling
• Evaluate your goals
• What profoundly fulfills you?
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Importance of fit
• Where are you on the career hierarchy of needs?
• Where is your office or institution on its hierarchy of needs?
• Is there a fit?
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Evaluating your fit
• Are your personal, career, and institution’s needs compatible?
• If not, what can you do about it?
• Do you have a career plan that moves you from paycheck to purpose?
• Can you advance in your career by being promoted from within – or do you need to leave?
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Achieving effectiveness as an enrollment manager
• Develop and periodically review your career plan
• Master the knowledge required
• Achieve competency in the skills needed
• Develop and practice the attitudes for success
• Identify your professional purpose: Know what you want to be known for!
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