DBE interviews prominent scholars and leaders from around the country and features them on its website.
This month our topic deals with the recruitment and retention of ALANA students and our guest is Derek Johnson, Assistant Director of Admissions at Edgewood College in Madison, WI. Mr. Johnson is also the founder of the Association of Professional Admission Counselors of Color (APACC).
DBE:We understand that you’ve created some pretty innovative recruitment and retention programs on campus. Can you describe one or two and are they programs that other campuses could adopt?
Mr. Johnson: This year, we developed a few innovative programs to recruit, engage, support, and retain ALANA students. We began with a Multicultural Open House (MOH). For the event, we invited prospective ALANA students to learn more about scholarships, academic programs, support services, and student life at Edgewood College. Of the students who attended the MOH, 50% decided to make Edgewood their college of choice.
At the start of the fall semester during freshman orientation, we hosted the first ever Multicultural Student Orientation (MSO). Approximately 39% of the ALANA freshman class attended MSO. Students who attended MSO were able to get a “head start” on the various resources offered throughout campus. They learned more about effective study strategies, future scholarship opportunities, and received advice on how to handle challenges often faced by students of color. Both the MOH and MSO should be adopted by all campuses that are dedicated and committed to the success of student of color. Both programs were designed to give students of color a safe space to ask questions, to engage in meaningful conversation, and to prepare for a successful first year at Edgewood.
Additionally, we developed the Academic Support Achievement Program (ASAP). ASAP was created to address and eliminate the significant academic achievement gaps among ALANA students. The program provides a holistic support network that includes academic assistance, co-curricular enrichment, leadership development, and civic engagement. The goal of the program includes increasing retention and persistence as well as developing scholars and engaged community members.
DBE: As a recruitment expert, tell us why the personal approach to recruitment is still one of the most effective ways for recruiting African American students?
Mr. Johnson: A personal and individualized approach will always remain the most effective recruitment strategy in recruiting any student. It is critical to build relationship with the student and parent. This allows the family to ask any questions they may have with someone they know. As an admissions counselor, you are their first contact so it is critical to build a trusting and honest relationship with each family. I believe this approach applies to all families.
DBE: What advice would you give to campuses to address the biggest barrier to ALANA student recruitment- financial aid resources?
Mr. Johnson: First, the institution must be conscious of the financial and income gaps that may exist at their respective colleges/university for ALANA vs. non-ALANA students. It is extremely important to understand how economics may impact the recruitment of prospective ALANA students. ALANA students must understand financial aid options such as scholarship opportunities, institutional grants, work-study, etc.
I would encourage campuses to invite ALANA students and families to campus to receive more information on financial aid. They should also consider hosting a FAFSA night and/or meeting with families one-on-one. For admissions counselors, it is critical to understand how the financial aid process works to relay accurate information to families. It is also important to stay connected and follow-up with the prospective student throughout the financial aid season to address any concerns or answer questions.
If the campus offers institutional scholarships, make sure your ALANA students know about these and encourage them to apply. Sometimes you’ll need to pick up the phone and make that personal connection with the student beyond sending letters through postal mail or email to encourage them to apply.
DBE: If you we’re asked by college presidents to suggest 2 or 3 key strategies for recruiting & retaining students of color what would you tell them?
Mr. Johnson:
DBE: Given the changing demographics and the possibility of a critical mass of Minority students someday, what should campuses do to prepare for this coming change?
Mr. Johnson: Embrace and celebrate diversity. Most importantly, prepare staff and faculty for the demographic shift through cultural competence training and professional development opportunities. Ensure that resources are being allocated appropriately and equally for academic, cultural, and social support services for ALANA students.
DBE: How can our readers contact you if they would like additional information?
Mr. Johnson: I can be reached by email at derekjohnson@edgewood.edu or by calling 608-663-2324.
DBE: Any other comments that you would like to share with DBE readers?
Mr. Johnson: Please understand that not all students of color are the same, expect the same or have the same needs. Be sure to connect with the student on an individual basis regardless of their background. Additionally, be serious about your recruitment efforts and keep in mind that you are wasting your time if you are only discussing recruitment and not retention. Retention is key. Retain, retain, retain, and recruit.
