| Abstract: | A shrinking pool of potential students, due to a declining birthrate as well as uncertain economic times, is creating the need for more effective recruiting of college students. One approach using a goal programming model has been developed and is currently being used to manage recruitment activities in a small four-year college in Nebraska. The model identifies both the type and number of activities that must be completed each quarter in order to reach an enrollment goal for a given year. Factors such as budget, time, manpower, and marketing strategies are highlighted in the model. The results of the goal programming model encouraged more field activities in the first two quarters with emphasis on new-candidate identification. The third-quarter recruiting strategy is more balanced while the fourth-quarter emphasis is placed on follow-up activities that occur chiefly in the office. Use of this model will enable recruiters to meet enrollments while managing recruiting resources and activities in order to remain within the recruiting budget. |
