The applicant experience strategy – SPA’s work

The role of the applicant experience in improving retention

SPA Seminar Northern Ireland - 12 April 2011

Annie Doyle, Senior Project Officer, SPA

The applicant experience strategy – SPA’s work

“I cannot recommend highly enough the excellent work that SPA have produced around Applicant Experience Strategy.

It is thoughtful, insightful and gives institutions a clear steer on where efforts need to be focussed to enshrine student success

within strategic planning and delivery.”

Liam Owens –UK HELOA Chair

The applicant experience strategy – what is it?

Summary Definition

The applicant experience encompasses all the opportunities or points of interaction between higher education and a potential student. Such experience affects whether individual chooses to apply to higher education, whether they then become a higher education student and, crucially, whether they are retained as a higher education student.

Discussion – reasons for 1st year drop-out

Each group to consider reasons for 1st year drop-out (why students are not retained)

Feedback two or three key points.

Feedback – reasons for 1st year drop-out

Each group to consider reasons for 1st year drop-out (why students are not retained) and feedback two or

three key points.

The applicant experience: quality IAG

“The only thing to do with good advice is pass it on. It is never any use to oneself.”

Oscar Wilde

The applicant experience funnel

Pre-applicationenquirerspotential applicants

Applicationstudy choices

Post-applicationselection; offersaccepted applicants unsuccessful applicants

Transitionconfirmationinductionenrolment

Retention and graduation

?

Student Services

Teaching & Learning

Admissions

Schools’ and Colleges’ Liaison

WP/Outreach

Marketing

AC

AD

EMIC

PR

OV

ISIO

N

The applicant experience: definitions

Built under four broad stages

Adopted a behavioural view of ‘experience’

Interactive participation and engagement, not a passive journey

Accepted that marketing and market forces play a determining role

Effective IAG must link and underpin interactive engagement through all pre-entry stages and beyond

pre-application application post-application transition


A good applicant experience is mutually beneficial to both the

applicant and the higher education provider

prepares, informs and provides equality of opportunity to enter higher education

should accurately match the student’s aims, abilities and aspirations with the character of the institution.

therefore improves student retention and enhances the strategic mission of the institution

A poor applicant experience is inherently detrimental to both the

applicant and the higher education provider – both lose out

perpetuates barriers to entry disengages potential applicants and

their advisors risks incongruence between student

expectations and institutional character

therefore embeds an enrolment strategy leading to unfulfilled potential and increased drop-out

Discussion – aspects of policy and process

Each group to consider which aspects of admissions policy and process impact upon a good applicant experience and feedback two or three key points.

Discussion – aspects of policy and process

Each group to consider which aspects of admissions policy and process impact upon a good applicant experience and feedback two or three key points.

The Applicant Experience: collaborative strategy

monitor

mea

sure

institution mission and values

strategic aims policies

pre-application stage processes

application stage processes

post-application stage processes

transition stage processes

key interactions

linking interactions

IPG integrated practitioner

groups / communities

key interactions

key interactions

key interactions















enablers (staff; systems; funds)

Professionalism and the Applicant Experience

Strategic leadership in admissions is an integral part of an institution’s learning and teaching strategy, management and planning.

SPA’s view is that an applicant experience strategy supports the management and processes of both academic and professional staff.

The benefits for the institution could be more integrated ways of working, with possible efficiency gains enhanced staff professionalism and understanding of strategy improved quality practices and procedures which may give

competitive advantage and enhance reputation ability to take advantage of external changes quickly

The benefits for the applicant: transparency and a better experience


The 1994 Group’s report in 2007, entitled Enhancing the Student Experience, noted that:

“A student’s experience of university does not begin at the moment they step onto campus at the beginning of October, and it does not end when they are shaking

the hand of the Vice-Chancellor at graduation. The early relationship between student and university is important during the applications

and admissions process, in preparing students for university life,

and to initiate their engagement with and attitudes towards their university in the best way possible. A student’s experience of university can stretch back even further through effective HE engagement with schools and colleges.”

Thank youYour feedback is welcomed

More information from: [email protected] or 01242 544891www.spa.ac.uk

mailto:[email protected]


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transition stage processesWHAT








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linking interactionsHOW








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SPA recommendations

Pre-application recommendations

1. Engage with learners well in advance of any potential application to initiate and support the applicant experience

2. Utilise experience gained through such engagement to continually inform and improve the applicant experience.

SPA recommendations

Application recommendations

1. Strive to ensure that learner engagement with the application process maximises the institution’s ability to identify the most suitable

2. Review the quality of applications to measure successful engagement

SPA recommendations

Post-application recommendations

in development, but considering …

different aspects of direct vs indirect engagement

non-engagement

conversion

What recommendations do you have for application decision-makers?

Documents

The applicant experience strategy – SPA’s work