Sometimes, enrollment management (EM) is misunderstood - even by higher education administrators.  Let's take a moment to "debunk" a few misconceptions:

"EM is just a fancy term for recruitment."

While the concept of enrollment management became popular when the number of potential recruits hit a low in the late 70s, enrollment management has evolved to include much more than recruitment. Enrollment management is a philosophical concept and a comprehensive process that includes activities occurring prior to matriculation and continues well beyond graduation.

"EM involves organizational restructuring."

Enrollment management does not necessarily require any organizational restructuring. It does, however, require a breakdown of organizational barriers and the development of relationships in order to create a synergy aimed at improving the overall educational experience.

"EM means 'one-stop shopping,' bringing various enrollment-centered offices together in one location to make it easier for students and their families."

A "one-stop shopping" concept is wonderful but not necessary for enrollment management to be effective. However, being sensitive to the needs of students and their families is critical. Communicating with colleagues so that a greater understanding is developed about the myriad of processes required of students results in better service and reduces the "runaround" factor. A goal of enrollment management is to reduce the "psychological" or perceived size of the institution.

"EM is really about financial aid leveraging - knowing just how much money to expend to bring certain types of students to campus."

Financial aid leveraging is a technique used by many institutions to enhance recruitment. Enrollment management is much more than any single technique. Enrollment management does rely on the analysis of data, which in turn helps the practitioner develop strategies aimed at maximizing the recruitment and retention of students.