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The Admission Counselor's Guide to Achieving Recruiting Goals

  • Understand the differences among the types of enrollment offices (admission, recruiting, SEM) and the work of each style

  • Identify the critical stages of the admissions process and your role as the admission counselor, institutionally

  • Develop an appreciation of the “arms race” in higher education, one’s market position within the “food chain” of postsecondary institutions, and the essential tradeoffs and considerations associated with institutional objectives around access, prestige, revenue, and growth

  • Learn financial aid basics like the financial aid application process, student eligibility, student needs analysis, and how students are awarded

  • Recognize the saliency of demographic changes in American society and how they influence marketing and recruitment decisions in higher education

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Build confidence and knowledge as an Admission Counselor. This course equips learners with important background information about their role to broaden experience and master practical skills.

Registration & Pricing

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  • To register for the REV On-Demand Course, click here.

Course Format

The format for “The Admission Counselor’s Guide to Achieving Recruiting Goals” includes:

  • 7 high-impact learning modules
  • Over 25 hours of instruction
  • Built with a focus on practical skills by enrollment experts
  • Recommended reading
  • Course workbook
  • Additional resources in the form of takeaways, tip sheets, and more
  • End-of-course quiz to assess learning outcome success
  • Certificate of completion for participants who pass the end-of-course quiz


These sections provide participants access to hours of online learning content. The content and curriculum were designed to supplement institutional-specific training about internal systems and procedures.

Section 1: History of Enrollment Management and the Admission Cycle

In this section, participants learn about the various iterations of enrollment from admissions, recruitment, enrollment management, and strategic enrollment management (SEM). We will focus on the differences and expectations of counselors in each model. Additionally, learners will complete training with an understanding of the annual admission cycle and the outcomes required in each “season.”

Section 2: Territory Management, Closing the Sale and the Funnel

This section focuses on how counselors manage their territory and how it differs from what happens in operations. We discuss the Admission Counselor’s friend, the CRM, and focus on sales (yes, admission is sales) along with the various modalities and best approaches for closing the sale. Finally, we review the admission funnel. We discuss what happens at each stage and how the division of labor works in an admission office to meet net tuition revenue goals.

Section 3: Admissions—Attracting, Admitting, and Enrolling 

This is the meat and potatoes of admissions. How are students attracted to the institution, and what factors are most salient in a student’s decision to attend college? We will learn about tactics such as Student Search, geodemography, predictive modeling, and digital recruiting strategies. Also, we will review the various types of admission and all the “pieces” required to get a student to matriculate.

Section 4: Meeting your Goal – Planning, People, and Service

Get ready to meet your goal—the exciting culmination of the cycle and how you prove your success as a counselor. Get insight into how different territories are set. Learn strategies to navigate your territory with a focus on planning and executing your personal strategy. Learn new ways to build relationships and engage people, and how to provide exceptional customer service. Lastly, we will discuss your title—”admission counselor,” what that means, and how you successfully fulfill your role requirements.

Section 5: Understanding the Competitive Playing Field: The Role of Marketing and Recruitment in Building a Class

How does your college stand out?  What makes it different?  Do you know how to talk about your value proposition or your feature/benefit statements?  In this section, you will learn the best tactics to be an exceptional recruiter and admission counselor. You also learn how the marketing team impacts enrollment and the various ways they augment the work you do.

Section 6: Understanding Financial Aid

This engaging section helps you prepare for financial aid discussions, an integral part of your counseling work with applicants. We will review the federal guidelines for applying, financial aid award letters, the various aid elements that comprise them, and how discount rates impact the enrollment process.

Section 7: The Demographic Cliff—A Look Into the Future of Enrollment

While this sounds ominous, don’t worry. We will review the trajectory of national trends expected to affect the demography of enrollment. While it is predicted there will be fewer students to recruit for classes in the future, there are important strategies to consider. If you are pursuing a career in the field, this will be an essential strategy section for you.