From Enrollment Transactions to Student Relationships: Rethinking the Admissions Profession

Having spent more than 30 years in admissions and enrollment leadership, I’ve witnessed significant changes in our profession. Technology has transformed our tools, demographics have reshaped our audiences, and expectations continue to evolve. Yet I believe the single most significant change is our growing recognition that admissions is not simply about enrolling students; it’s about building relationships that create the foundation for their success.

This shift must influence everything we do.

How we hire: We must look beyond résumés and sales ability. We need people who demonstrate empathy, curiosity, adaptability, and a genuine desire to understand others. Technical skills can be taught, but the ability to connect with people and earn their trust is foundational.

How we train: Training cannot focus exclusively on processes, scripts, and conversion metrics. We must equip admissions professionals to listen intentionally, ask meaningful questions, recognize individual motivations, and help prospective students navigate uncertainty. Every student has a story, and our teams must learn to understand it.

How we enroll: Enrollment should be a collaborative journey, not a sales transaction. Our responsibility is to help students make informed decisions by connecting their goals and aspirations with the opportunities our institutions provide. Technology can improve efficiency, but human connection builds trust.

How we retain: The relationship cannot end when a student enrolls. The expectations we establish during admissions must align with the experience students receive once they arrive. When we understand their motivations, anticipate their challenges, and maintain meaningful connections, we create stronger opportunities for persistence and completion.

Ultimately, enrollment success begins long before an application is submitted and extends far beyond the first day of class. It begins with understanding people and continues through every interaction that shapes their educational experience.

Our greatest opportunity is to empower, equip, and elevate admissions professionals to move beyond filling seats and toward changing lives. When we prioritize relationships, enrollment becomes more than a number, it becomes the beginning of a student’s transformation.