RECRUIT STRATEGICALLY TO ATTRACT ALL PROSPECTIVE STUDENTS WHO ARE GOOD CANDIDATES FOR YOUR PROGRAM.
- RECRUIT STUDENTS WHO COULD ENROLL IN YOUR PROGRAM WITHIN THE NEXT 1 TO 3 YEARS.
Focus on students already attending your institution who are undeclared or seeking a second major, admitted students who have not yet decided to enroll, community college students who could transfer, or high school students. By contrast, outreach to middle school students should not be viewed as recruiting because the likelihood that those particular students will end up in your program is low, and far in the future.
- CREATE BROADLY APPEALING MESSAGING THAT WELCOMES ALL STUDENTS.
Emphasize that computing helps people, solves important problems, is collaborative, and overlaps with many fields and interests (e.g., music, film, healthcare, athletics, marketing). Additionally, computing jobs are abundant, well-paying, and available in many industries. Choose images and examples to highlight that a broad range of people succeed in computing, and avoid reinforcing negative stereotypes about computing.
- IDENTIFY AND PARTNER WITH OTHERS WHO ARE IN A POSITION TO INFLUENCE POTENTIAL MAJORS.
On campus, collaborators might include advising, admissions, career services, marketing, student affairs offices, student organizations, student ambassadors, departmental staff, faculty in other departments, and anyone else who is — or could be — sharing information about your program. Off campus, cultivate relationships with “influencers,” such as high school teachers and guidance counselors. Consider providing all of these influencers with “talking points” to ensure that messaging about computing and your program is accurate and positive.
- PAY PARTICULAR ATTENTION TO YOUR DEPARTMENT’S WEBSITE.
Many prospective students will get their first impression of your program through your website. It should be welcoming and informative to someone who may know little about computing or the opportunities it offers. Positive messaging about computing and your program can be embedded throughout the site in text, videos, images, departmental news, a welcome from the department chair, profiles of students, faculty, alumni, and more.
- FIND CREATIVE WAYS TO REACH POTENTIAL MAJORS.
Possibilities for engaging potential majors include social media, video walls, promotional “tents” on cafeteria tables, and posters, fliers, or banners around campus. Look for opportunities to make a personal connection; for example, faculty or current students can reach out to accepted students by email, mail, or phone to answer questions and to help them feel welcome.
- WELCOME STUDENTS WHO ARE NEW TO COMPUTING.
Introductory courses should be supportive of novice computing students and prepare them to continue in the program. Consider inviting students to your program with messaging such as, “Beginners Welcome!” and “No Experience Needed!”
- TREAT INTRODUCTORY COMPUTING COURSES AS OPPORTUNITIES FOR RECRUITING UNDECLARED STUDENTS.
Engage students with course content that connects to their interests and use well-structured collaborative learning to promote student confidence and community. Regularly discuss the benefits and breadth of computing careers, and consider inviting guest speakers who can serve as role models. A well-timed comment such as, “Hey, you’re really good at this! Have you considered (taking the next class, majoring, etc.)?” can be very effective.
- EMPHASIZE CONNECTIONS BETWEEN COMPUTING AND OTHER FIELDS.
Subjects such as biology,health sciences, and psychology have natural connections to computing. Consider offering or better publicizing majors, minors, tracks, or courses that combine computing with other fields, and direct recruiting efforts at students who have expressed interest in those fields.
- EXAMINE YOUR ADMISSIONS PROCESS.
Admissions criteria and metrics should be designed to admit talented students, regardless of their level of prior coding experience. If prior coding experience strongly influences admission, students from high schools that didn’t offer computing opportunities may be disproportionately disadvantaged. Prioritize a student’s ability to do the work, contribute to teams, provide valuable perspectives, and persist through challenges.
- DEVELOP A RECRUITING STRATEGIC PLAN.
Having a plan allows you to identify specific and reasonable goals for recruiting efforts while ensuring that you are targeting students with the right aptitude and interest for your program. Aim for low-cost activities implemented at strategic times, for the right audiences, and in the right venues. Carefully track your results and work closely with those involved in admissions decisions so you can adjust your approach accordingly.
