The Evolution of College Admissions
Choosing the right school and applying to college may seem like a complicated process, but it’s easier today than it was before U.S. News & World Report released the first Best Colleges rankings in 1983. Today, students can use the college rankings and Google to research schools, tweet questions and comments directly at universities, submit applications and apply for financial aid online.
Read about some of the major trends that have changed the college admissions process over the last three decades.
The Common Application
When The Common Application started in the 1970s, there were only 15 member colleges. Now, with more than 500 universities using the application, it is a prominent part of the college admissions process.
The Common App streamlines the application process by allowing students to apply to multiple schools using one form. It also makes it easier for institutions to connect with students who they likely wouldn’t reach otherwise, says Aba Blankson, director of communications for the nonprofit.
The World Wide Web
The Internet, which became widely available in the ’90s, changed the way students researched colleges and the way colleges advertised to students, says Jonathan Henry, vice president of enrollment management at Husson University in Maine.
College admissions officers used to have more contact with students before they submitted applications, but the Internet has made it easy for students to research on their own. As a result, the first contact that schools have with many students is when they submit applications.
Enrollment Management
Colleges have created entire departments to find new ways to advertise and recruit students since fewer students are signing up for mailing lists, Henry says.
To promote school principles and initiatives, admissions departments are finding ways to capitalize on the platforms that families are using to research colleges. That can include providing accurate data to the government and rankings products like U.S. News’ Best Colleges and talking with the media to create a positive public perception.
Social Media
Many students wait until after they’ve been admitted to join their college Facebook page, but many schools keep active social media accounts.
Colleges are making an effort to monitor conversations about their schools on sites such as Facebook and Twitter, and to correct any misinformation that may deter future students, Henry says. Parents, who Henry says tend to connect more through Facebook, may also find useful enrollment information.
Video Platforms
YouTube and other new media platforms make it easier for institutions to reach students in a comfortable and familiar environment. However, schools are still trying to determine the value and effectiveness of these platforms, says Amy Moynihan, content manager for Hanover Research, a global information firm that specializes in education research.
With that in mind, it may be a while before services like Vine and YouTube are used widely as admissions marketing tools.
Online Degrees
Colleges are still trying to figure out the best way to promote and monitor online degree programs, Husson’s Henry says. Online degrees give students the opportunity to attend well-known universities, virtually.
Online education is still new territory for students, schools and employers, but it’s likely that online degrees will significantly revolutionize higher ed over the next 30 years, Henry says.
The Role of Parents
“Thirty years ago, students didn’t want their parents involved in the process,” Henry says.
Now parents are more involved in every aspect of the college admissions process, and students don’t mind and often go to their parents for help, Henry says.
Finances are one reason that parents are more involved with the process. It used to be easier for students to work their way through college, but now more students are financially dependent on their parents.
Standardized Tests
College admissions officers review a variety of points to evaluate applicants, but standardized tests such as the SAT have played a significant role over the last 30 years. The SAT has been around since the 1950s, but its peak as an authoritative method of judging students’ college readiness was in the late 1980s and ’90s, Henry says. The test will likely continue to be a significant part of the college admissions process, but its role may evolve as the test itself evolves.
Financial Aid
“As the price has gone up at institutions, the level of grant money from the federal government hasn’t kept pace,” Henry says. As a result, schools, which have tried to fill in the gap with institutional aid, try to maximize their money by using scholarships to attract high-achieving students because they are likely to graduate. There’s been a shift to schools providing more merit aid than need-based aid which, ultimately, makes schools more selective.
Nontraditional Students
Colleges and universities began reaching out to nontraditional students out of necessity to maintain enrollment levels in the ’80s and ’90s, Henry says. Many schools created adult completion programs that allow older adults to complete their degree.
Some programs may offer a tuition break for nontraditional students, he says.
International Students
American universities are popular abroad but there are cultural and economic reasons why U.S. schools are also interested in recruiting international students, experts say. International recruitment promotes diversity on campus, increases global awareness among students and allows universities to develop relationships with different countries.
Changes in Higher Education
Read more about how the U.S. News Best Colleges rankings and higher education have evolved over the last 30 years.
Trying to choose a major? See how some of the 10 hottest college majors have changed since the 1980s.
Follow U.S. News Education on Facebook, Twitter and Google+ to stay up to date with current education news.
More from U.S. News
Infographic: 30 Editions of the U.S. News Best Colleges Rankings
10 Hot College Majors: Then and Now
10 Major Changes to College Admissions in 30 Years originally appeared on usnews.com
