With so many challenges in the higher ed marketing space, professional development might be the last thing on many people’s minds.
But this is going to be a critical area for the success of any higher ed marketing team.
With the enrollment cliff on the horizon, change might be just what your school needs to survive the drop.
And to navigate the changes necessary to thrive in a difficult season for higher education, you are going to need a team that’s willing to level up their interpersonal and technical skills.
Switching up your enrollment strategy doesn’t have to be a big scary beast.
Reaching out and finding support for professional development and mentorship can help you stay afloat in turbulent higher ed waters.
To help us get the conversation started about these very important topics, we invited Bridget Kurkowski, the VP of Enrollment Services at Encoura, to The Higher Ed Marketer podcast.
With over two decades of experience, Bridget has dedicated her career to enhancing enrollment strategies and fostering professional development among admissions teams.
In this insightful conversation, Bridget shared her perspectives on the critical role of mentorship and professional development in tackling the challenges facing higher education today.
The Challenges Facing Higher Ed Marketers
As the enrollment cliff approaches, institutions are grappling with the reality of dwindling student numbers.
Bridget describes the major challenge that comes with that harsh reality.
[Higher ed marketing and enrollment] is an incredibly high stress job.
[You are] responsible for most of the revenue of keeping an institution afloat and, ipso facto, sometimes the community in which that college lives in.
It’s an incredible amount of stress that you’re putting on teams, especially 21 to 23 year-old admissions counselors coming in for the first time.
This impending drop necessitates a strategic pivot to ensure survival and growth.
Bridget emphasizes that adapting to this change doesn’t have to be daunting.
By focusing on professional development and mentorship, institutions can equip their teams with the skills and support needed to thrive in these turbulent times.
The Importance of Professional Development
Bridget’s extensive experience has shown her the immense value of continuous learning and development.
She believes that professional development should be a cornerstone of any institution’s strategy, particularly in the current higher ed landscape.
Unfortunately, this is easier said than done. She’s the first to admit that many schools don’t have the “resources to provide professional development experiences, spend time in office doing professional development, or give salaries that can help support admissions counselors to keep them a bit longer as well.”
Yet Bridget stresses that professional development isn’t just a nice-to-have; it’s essential.
By investing in the growth of admissions professionals, schools can create a more resilient and adaptable workforce.
Mentorship: A Key to Retention and Growth
Mentorship plays a crucial role in retaining talented admissions counselors and directors.
Bridget shares that one of the most significant challenges in higher ed today is the high turnover rate among young admissions professionals.
The biggest [challenge we see facing higher ed marketers] is lots of turnover.
I don’t necessarily blame anyone for that [because] it’s just tough to try to keep your head above water.
Because of that, we lose so much education and knowledge and experience and training in all that turnover.
[This turnover] is leaving a large vacuum within these offices. They just don’t know exactly sometimes what to do next, which is a terrible shame and puts the institution in peril.
Through mentorship, institutions can provide the guidance and support needed to help these young professionals see a clear career path in higher education.
This can help reduce turnover and foster long-term growth.
Strategies for Effective Mentorship
During the podcast, Bridget outlined several strategies for implementing effective mentorship programs:
- Peer Mentorship: Encouraging peer-to-peer mentorship can create a supportive community where team members learn from each other’s experiences.
- Leadership Development Programs: Institutions should develop programs aimed at emerging leaders within their admissions teams. These programs can provide valuable training and prepare individuals for higher leadership roles.
- Regular Check-Ins: Regular one-on-one meetings between mentors and mentees help ensure that mentorship is ongoing and impactful.
- Professional Networks: Building strong professional networks can provide additional resources and support for admissions professionals. Bridget highlights the importance of organizations like NACAC and regional associations that offer development opportunities.
Building Trust Through Transparent Communication
Another key point Bridget raises is the importance of transparent communication in building trust even between enrollment officers of different institutions.
This industry’s always been tough, because we’re competing with each other. We don’t necessarily want the competition to get an edge up on us!
But the nice thing about me being on this side of the desk now is that that [competition] doesn’t matter as much to me. My passion really takes over for developing people to be super strong enrollment managers and stay with the job and do amazing things and educate the next generation.
I encourage anyone listening to this podcast who has something to give, be open about giving it.
She encourages admissions leaders to be open about the challenges they face, even with their colleagues from other schools in finding solutions.
The Transformative Power of Professional Development
Bridget’s insights highlight the transformative power of professional development and mentorship in higher education.
By focusing on these areas, institutions can build stronger, more resilient enrollment teams capable of meeting the challenges of the future.
When you’re ready to level up your team’s skills in higher ed marketing, consider Caylor Solutions keynote and training services!
Whether it’s CRM management, content marketing, or using AI tools like ChatGPT to maximize your enrollment results, our team of marketing and admissions experts are ready to help your team unlock their marketing potential.
For more information, contact us today!
Discover more when you listen to the podcast!
Like all of our blog post reviews of The Higher Ed Marketer podcasts, there’s so much more to learn in the podcasts themselves.
Listen to our interview with Bridget Kurkowski to get even more insights into:
- How to curb admissions turnover
- Why you shouldn’t beat around the investment bush
- Mentorship for engagement and growth
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Featured image by NDABCREATIVITY via Adobe Stock
