Recruitment strategies and representation at public research universities
Public research universities have long been understood as engines of meritocratic social mobility. Relative to other higher ed institutions, public universities remain those with the highest mobility rates. But research over the past decade has shown that these institutions are failing to represent the diversity of their state populations, and adoptingfinancial aid models that cater to the wealthy.
A new report co-authored by CRYSTAL HAN, OZAN JAQUETTE, and KARINA SALAZAR looks at one mechanism behind this trend. Analyzing off-campus recruitment events, it finds that public research universities prioritize recruiting out-of-state students from wealthy, white, urban communities over all others:
"In contrast to rhetoric from university leaders, our findings suggest strong socioeconomic and racial biases in the enrollment priorities of many public research universities. A small number of universities exhibit recruiting patterns broadly consistent with the historical mission of social mobility for meritorious state residents. However, most universities concentrated recruiting visits in wealthy, out-of-state communities while also privileging affluent schools in in-state visits. Although most universities did not exhibit racial bias in in state visits, out-of-state visits consistently exhibited racial bias. Since most universities made many more out-of-state visits than in-state visits, overall recruiting visit patterns for most universities contribute to a student composition where low-income students of color feel increasingly isolated amongst growing cohorts of affluent, predominantly White, out-of-state students. These recruiting patterns and enrollment priorities are a function of a broken system of state higher education finance, which incentivizes universities to prioritize rich out-of-state students with lack-luster academic achievement."
Link to the report.
- The report includes contextual background on the "enrollment management" industry, which advises universities on strategic admissions and recruitment strategies to improve their financial and ranking standings: "While scholarship and policy debate about college access focuses on the final stages of the enrollment funnel—when applicants are admitted and financial aid 'leveraging' is used to convert admits to enrollees—the EM industry expends substantial resources on earlier stages of the funnel." Link to Don Hossler and John Bean's 1990 book on the subject.
- Elizabeth Popp Berman discusses the results in a brief thread: "This is a function of the funding model we've created, in which public university behavior is driven by a toxic mixture of 1) the status economy and 2) state funding cuts… The good news is that there is variation in this behavior: not all schools are doing it to the same degree. There's less in states with strong state support. And there's a difference among schools with similar state support/demographics." Link.
- A 2006 report from Kati Haycock and Danette Gerald charts the trends in decreasing access for low income students. Link. Further work co-authored by Haycock in 2010 details the trend of public research universities offering financial aid to out of state students. Link.
- In our newsletter last year, a spotlight on previous work by Ozan Jaquette and Bradley Curs finds that shrinking state funding leads public universities to increase their out-of-state enrollment. Linkto that paper, link to the archived letter, which includes several other relevant papers.