APSCU Sets Benchmarks for Recruitment and Admissions Best Practices

Washington, D.C., October 17, 2013—In an effort to continue its excellence in education and put students first, the Association of Private Sector Colleges and Universities (APSCU) has published "Best Practices in Recruitment and Admissions." The recommendations address ways all postsecondary institutions can reach out to prospective students, as well as protocols to consider in one-on-one admissions and enrollment practices.

"Today, students have a myriad of options for postsecondary education. We are committed to ensuring that transparency, information, and understanding of the institution's offerings and obligations are essential steps for a successful academic outcome," said Steve Gunderson, the president and CEO of APSCU. "We encourage all postsecondary institutions to review these best practices and adopt recommendations that will provide students with the information they need to succeed."

To develop these best practices, APSCU established a Task Force on Recruitment and Admissions, which convened several postsecondary education, admissions, and recruitment professionals. The task force was led by co-chairs Jim Hutton of Keiser University/KUCCEL and Mitch Talenfeld of MDT Direct. The methods and techniques were cultivated from APSCU's member institutions that meet the needs of the extremely diverse group of prospective students interested in attending a postsecondary institution.

"We recognize that our institutions are diverse in size, in the programs they offer, in the students they serve, and in how they engage prospective students through the recruitment and admissions processes," said Hutton. "Our goal as a task force was to offer a series of recommendations for best practices that best serve prospective students, while offering examples for all of higher education to consider."

These best practices offer all institutions effective ways to serve the growing new traditional student population. New traditional students often balance the needs of family, full-time or part-time work, and postsecondary education.

The best practices include recommendations, such as the following:

  • Establish appropriate internal control systems to review and certify the accuracy, timeliness, and clarity of all consumer information.
  • Develop, maintain, and periodically review recruitment marketing policies and procedures to ensure they comply with applicable federal and state laws and regulations and accrediting agency requirements.
  • Require prospective students to affirm in writing their receipt (written and/or electronic) of required disclosures and documents.
  • Ensure that all promotional materials on websites, in printed materials, and on television, radio, and billboards are reviewed and approved by appropriate internal or external personnel to promote compliance with federal and state laws and regulations and accrediting agency requirements.
  • Incorporate a meaningful and transparent dialogue between institutional representatives and prospective students.
  • Establish appropriate protocols for the selection and training of professionals engaged in the admission and enrollment process.
  • Establish trainings to precede direct engagement with prospective students.

The recruitment and admissions publication is the third in a set of four documents recommending effective policies and practices. APSCU previously released Best Practices for Military and Veteran Students and Best Practices in Career Services and Placement.



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PSCUs open doors to many of the 9 million unemployed and 90 million undereducated Americans by providing a skills-based education. To remain competitive over the next decade, we must identify between 8 and 23 million new workers with postsecondary skills. PSCUs are a necessary part of that solution, having produced over 800,000 degrees last year alone.