Career Services - One of the Most Important Enrollment Drivers
As higher education institutions face challenges such as declining enrollment and shifting demographics, it’s essential to rethink how student enrollment is managed. A holistic approach that prioritizes retention, graduation rates, and career outcomes can naturally lead to improved enrollment over time.
At SightLine we have analyzed market trends for public and private institutions across the country. We consistently see that high retention rates are positively correlated with overall enrollment. This could be for two reasons,
Larger institutions (higher enrollment) have more resources for student retention initiatives and therefore have higher retention rates. Though this may not be the primary driver as there are many larger institutions that struggle to keep up with the volume of students who may be struggling.
Institutions with higher retention and graduation rates naturally attract a higher caliber incoming class because these prospective students are evaluating student outcomes at the schools they choose to attend.
We can see the correlation between retention rates and new student enrollment in the figure below. It is possible that this correlation is going to become even stronger and relevant over the next decade as students and families more critically evaluate their college options.
New student enrollment versus first year student retention rates from a sample of private Midwest institutions.
Retention and Graduation as Enrollment Strategies
Retention is a key factor in maintaining healthy enrollment levels. When students feel supported and see a clear path to their degree, they are more likely to stay. By boosting retention and graduation rates, universities not only keep their current students but also attract prospective students who see a proven track record of student success.
This is an easy thing to say, but what is a key driver of student retention and ultimately long-term success?
At the core of this strategy is the integration of robust career services and support for student employment opportunities while students are still on campus.
The Role of Career Services in Boosting Enrollment
Career outcomes are among the top concerns for students and their families when choosing a university. Institutions that demonstrate a commitment to helping students transition into successful careers naturally become more appealing. This is where career services play a vital role. By offering career coaching, internships, networking opportunities, and partnerships with employers, universities can ensure that students are well-prepared for the job market.
Additionally, providing employment opportunities on campus allows students to gain relevant work experience while still pursuing their degrees. This not only helps students finance their education but also strengthens their resumes and professional skills. Students who work while in school often feel more connected to their campus, enhancing their overall satisfaction and increasing the likelihood that they’ll stay enrolled through graduation.
Read more about the retention and student engagements of on-campus employment here.
A Unified Strategy for Long-Term Enrollment Growth
When universities invest in retention, career services, and student employment, they create a cycle of success. Higher retention rates, improved graduation rates, and strong career outcomes all contribute to a positive institutional reputation. This, in turn, attracts new students, improves alumni engagement, and strengthens overall enrollment numbers. This is a particularly important investment for smaller private institutions to be making for the longevity of their institution.
In the long run, a holistic approach to enrollment—one that looks beyond merely filling seats and instead focuses on supporting students throughout their academic journey—will yield more sustainable and impactful results.
