UNIT 12 Leadership in College Admissions

So You Want to be a Dean?

Pre-requisites of Effective Admissions Leadership

What is the Dean’s Purpose? Sage vs. Salesman Counsel students or crunch numbers? Educator Leader Visionary Communicator Interpreter Advocate Manager People Resources Message

Admissions in an Institutional Context Translating the institutional mission to an external audience and the external landscape to the internal audience Adding value to educational enterprise Leading in educational quality & diversity Garnering institutional confidence President & Board Faculty Legislature (if public institution)

Social Engineering Serve society Demographic trends & educational goals of the nation and/or state Expand access Promote diversity Adjust to shifting definitions & legal issues Contemporary ethical considerations Regulations & Legislative trends

Data-Driven Decision Maki ng Effective use of database & related tools Body of evidence Validate selection criteria Statistical modeling Marketing by the numbers Setting enrollment targets & goals Determining what factors matter most in recruitment, selection & yield Definition of merit (selection)

Marketing & Communications Storyteller-in-Chief Elements of a plan Managing the reputation Aspirational vs. Actual Search & direct marketing Public relations Print vs. vs. Word of mouth Web & social media Opportunities & challenges of developing media Twitter, Facebook, on-line forums

Managing People Determining HR needs Balancing resources with objectives Hiring, developing, motivating, evaluating, mentoring, rewarding & firing (when necessary) Identification, utilization & development of talent Playing to people’s aspirations & hopes Creating an environment where ambition meets opportunity Handling conflict Create the next generation of admissions talent

Price & Aid Policy Understanding cost vs. price Institutional revenue requirements Financial aid philosophies & policies Implications for class as well as institutional goals Need-Based vs. Merit Aid & trade-offs Discount rates & new revenue

Budget & Finance Garnering resources Allocating resources Evaluating return on investment Demonstrating value

Leading in the Institutional Setting Trustee, President, Provost Set expectations Help leadership understand how policies mesh with mission Faculty considerations Expectations for academic quality Confidence in your work: what they see in their classrooms Setting goals Leading change Admissions is often the first administrative area to see external trends; translate for internal audience

Survival Instincts Be objective. Be transparent. Be idealistic. Embrace your pragmatic side. Optimism is a asset. Develop a thick skin: it’s not personal. Remember that numbers are your friend. Trust them. You work for the institution, not for your own agenda. You serve at the pleasure of the President (and the Board).