spann final submission assignment

Online Recruiting Effects on Enrollment in Online Programs 1
The Effects of Online Recruiting Tools on Online Enrollment
Audrey Spann
University of West Alabama
ED5047123SP2: Tech of Educational Research
Kyla Pratt, Ed.D.
April 23, 2023
Abstract
Some higher education institutions have their recruiting procedures adaptable to the current
climate to attract new talent. While there is always room for improvement, some institutions
need a complete revamp of their recruiting system. In a digital society, it would make sense for
institutions to adopt an online recruiting program to capture the attention of prospects. The
purpose of this study is to determine whether the use of online media and virtual recruiting
would improve enrollment numbers for higher education institutions. The proposal will
distinguish if traditional ways of recruiting or a new computer-age way of recruiting would be
more effective to meet the desire to have more students enrolled. This study will be conducted
with the help of graduating high school students, who desire to further their education and will
be selected at random. There will be two high schools, in which the students that meet the criteria
will make up the pool of students who will either be recruited by the respective higher education
institution with traditional means or online tools. Data will be collected at the end of the
specified recruiting period and reports will be made on the number of students enrolled in online
programs for the participating colleges.


Chapter 1: Research Problem
Introduction
The use of social networking sites in higher education online communities is popular
across campuses. Young talent appreciates the ability to see a glimpse of their potential future
without having to fully commit. Colleges use social media to keep prospects engaged and
informed. Learning virtually is a desire of many students and the demonstration of an established
online community is appealing to students who may never step foot on campus. Those who
prefer traditional recruiting methods such as on-campus visits, in-person information sessions,
mail, and brochures are usually students who will learn on campus.
The growing desire for virtual instruction and digital means of communication makes the
perfect scenario for more online media tools being used in the recruiting process. Institutions that
send admission personnel to high schools to recruit students allow for a personal connection.
However, this method is limited. The pool of prospective learners is smaller and has geographic
limitations. On the contrary, the use of video chats allows admission teams the opportunity to
give out information to more people from anywhere in the world.
It is common for colleges to pose the question “How did you hear about us” to
understand where their prospects are coming from. Was it a friend, administrator, social media,
newspaper ad, or brochure that led a potential student to apply for their online program? More
colleges are collecting data that suggests social media is the main driver of interest in their
institutions. The traditional method of recruiting made colleges dependent upon current and
former students and their ability to spread the word about their experiences. The universities with
the best admissions team and alumni associations could rally supporters and display an
environment that prospects could aspire to be a part of. This study will reveal if the traditional
ways of recruiting or online recruiting would have a greater impact on graduating high school
seniors when deciding on which college they would like to attend.
Statement of Research Problem
In an ever-changing world, it can be difficult to capture and maintain the attention of
young adults. Thousands of colleges and universities are competing for the best and brightest,
and the institutions with the best online engagement are bound to win over the top-tier recruits
for their online programs. If colleges want to experience a boost in their online enrollment
numbers, how they recruit talent must be relatable. Candidates are best served with a
personalized approach to recruiting. With the convenience of social media, recruiters can target
talent and better align themselves with their style of communicating and receiving information
(Bandukawala 2018). Manual recruiting systems require time, money, and people on a large
scale to recruit thousands of individuals per term. There are also gaps between person-to-person
meetings and follow-up engagement that allows prospective students time to lose interest. Online
recruiting systems can operate with far fewer people, time, and money, but could reach more
prospects turning them into students.
The decision for a student to further their education can be difficult. Students have a large
pool of universities offering online learning, and students need to feel confident in their decision.
Institutions can reassure online learners that their program is the best for them by putting
themselves on display. On-campus visits and open houses would be irrelevant for online learners
because they will not be participating in the traditional ways of learning. It would be more
reasonable to provide an online community that gives prospects the belief that they will be
supported by the institution. When colleges are recruiting, the goal is to identify if a prospect has
the potential to be successful at their institutions and within their online programs. With the use
of e-recruitment, the pool of prospective increases, and the quality of prospects has the potential
to be better (Țîru et al.,2020).
Data and Graphic Discussion
According to the graph below, prospective students are influenced by a combination of
their surroundings and the potential college that they may attend when making a final decision.
The people that they confide in such as family, friends, and mentors have their ears. It is also the
fixed characteristics and communication efforts of the colleges that will compel students to stay
on the course or change their minds. If colleges can meet the expectations of the students, then
the choice becomes easier to make. The process starts with the characteristics of the students,
along with their needs. Online learners need online programs that match their preferred degree
and colleges must communicate to the students that they can meet those needs. The efforts of the
college are being analyzed in this study along with how it affects the decision of a student to
enroll in online courses. Social media allows institutions to communicate with prospects often
and actively inquire about their concerns. The graph shows a direct correlation between the
efforts of an institution and the decision of a prospect. The use of mail and pamphlets to
distribute information takes longer and may not reach the target audience. The institution that
uses social media and networking sites can get the information to the source faster while utilizing
the medium that the prospects will use the most in their educational career.
Impact on Student Enrollment in Online Programs
Social media is overwhelmingly the best line of communication for prospective online
enrollers. Social media is fast and engaging while making the enrollment process accessible to
all. When there are important deadlines that students should be aware of, admissions must decide
when would be a reasonable time to send out postcards about the deadlines through the postal
service using a traditional recruiting method. In contrast, if colleges are using online media to
communicate deadlines, the information can be communicated with the click of a button. A
simple post on Instagram is easily accessible with a smart device and leaves little room for
confusion. The agony of waiting for responses and traveling to campus can be stressful for online
learners and may discourage them from pursuing their degrees online. The use of online
platforms to enlist more students shows that colleges are confident in their ability to implement
online tools.
Research Methodology
The plan is to study two separate groups of graduating high school seniors from similar
schools and allow them to experience different recruiting tactics. The Fairview High School
students will be selected at random, and they will be recruited by Toledo A&M University using
traditional methods. Students at Fairview have a higher number of students who have enrolled
with high education institutions as full-time and in-person. The school administrators have
fostered a strong relationship with the admissions team at Toledo A& M. The alumni association
hosts an annual meet-and-greet with the graduating senior of Fairview to build upon the already-
established relationship with the school. The students at New Hops High School will be chosen
at random also, and they will be recruited by Columbus University with the use of online tactics.
Both schools will have the same amount of time to capture the attention of prospects and show
proof of enrollment before graduation. Each college needs to have online programs that
prospective students are interested in obtaining a degree in. The students are protected in not
being obligated to enroll with the respective college that recruited them. The theory is that if two
groups of like-minded students are being recruited in different ways there will be different
outcomes. The results will be from data captured in focus groups for both sets of students. The
focus groups will allow the students to give in-depth accounts of their experience and what they
would have preferred less of or what was missing during the recruiting process. This study will
include a survey that each student will take regarding critical characteristics of the institution.
The qualitative data would reflect the desire to enroll in courses with the respective college
online or in person and the quantitative data will reflect the number of students that chose their
available instructional methods. The idea that online recruiting is faster and more efficient will
be the main thought when gathering data within the focus groups and surveys. Students will be
asked throughout the study how well the respective colleges communicate and how fast students
received responses. The answers will give insight into what influenced the decisions of the
students after the recruitment process was complete.
Summary (Chapter 1)
There is a growing desire for online degree programs among young adults seeking higher
education. The use of e-recruitment can help institutions acquire those adults into their online
programs. Online recruiting tools limit geographic and time barriers while expanding the scope
of individuals who would be good candidates. Multiple factors influence a student in the choice
of college that they want to attend. Colleges must remain engaged with their prospects and give
them a sense of belonging. Social media is a great tool to understand what students need and how
to best meet those needs. Colleges must learn how to remove the middleman and connect directly
with the source of their existence. Online programs are becoming more appealing than in-person
learning, thus online recruiting is ultimately the best way to capture the next generation of online
learners.
Chapter 2: Literature Review Introduction
Universities that set goals to increase their number of enrolled students for online
programs must first be reflective of how they obtain students. Some colleges may pound the
pavement by sending admissions personnel across the country to meet prospects in person while
others depend on word of mouth from alumni. Over the past 15 years, society has experienced a
boom in technology in all parts of life including college and career. More students are going to
college without going to campus than ever before. Going to College without Going to Campus is
a literary work that explains the importance of having a sense of community for online students
(Ortagus 2019).
Traditional versus E-Recruitment
The use of social networking sites like Facebook and Instagram allows colleges to
showcase their online footprint and reassure prospects that they have what it takes to provide an
effective online learning environment. The literature in this study shows the pros and cons of
recruiting styles pre-technology and present-day (Țîru et al., 2020). When recruiting students for
online programs, the goal should be to give them a similar experience to their peers without
making it necessary to come onto campus. This is easier said than done because it is easy to get
lost in day-to-day life when a traditional college experience is not at the forefront. This work
emphasizes how the use of social networking sites can fill in the gap if used often and
effectively. Some can argue that distance learning is more challenging than face-to-face
instruction. Human contact can be comforting for freshmen struggling to find their way within
courses. Institutions that deliver on ensuring their online learners that they are aware of the
challenges that they are destined to face and that they have ways to minimize their difficulties
will win over the prospects (Ortagus 2018).
Synthesis of Literature Review
The consensus is traditional recruiting better serves students who will be learning on
campus. The personalized touch from on-campus visits and open houses solidifies the choice for
students who will be learning in person (Chapman 1981). On the other hand, distant learners are
projected to respond better to networking sites and social media recruiting methods because the
ability to connect with others virtually is the main concern when deciding to enroll in an online
degree program (Skelcher 2020).
Chapter 3: Methodology
Introduction
The students at Fairview High School tend to lean toward face-to-face instruction
according to data from past graduating classes. Meanwhile, Toledo A&M has ambitious goals to
increase its enrollment in its online programs by at least 15% in the next term. Columbus
University noticed the increase of students across the country seeking to earn their degrees
virtually and has invested money and resources into hiring social media associates to boost its
online presence. Columbus University has the desire to increase its online program enrollment
and reach a higher satisfaction level.
Population
Graduating seniors from Fairview and New Hope High Schools will be studied to
determine which college was more successful in its approach to recruiting students to their online
programs. Students from both high schools are interested in online programs. They are not
certain if they want to attend their chosen college virtually or in person.
Sample
50 students are eligible for graduation and interested in continuing their education at
Fairview and New Hope High Schools. The students will be divided in half with 25 being
recruited by Toledo A&M and the remaining 25 being recruited by Columbus University.
Sample Technique
The sampling technique is simple random sampling. There will be a better representation
of the population since none of the students are certain of the method of instruction that they
prefer. This will allow each higher education institution to determine how impactful their
recruiting tools were on the students.
Role of Participants and Impact on Participants
The role of the colleges is to be consistent in their recruiting tactics and do not deviate
from their established lines of communication. The students are expected to participate in all
planned events whether virtual or in-person and honest about their experiences and their
confidence in the institution. The students are asked to participate in a focus group and elaborate
on their experiences. There will be a survey given to each student to rate the effectiveness of
recruiting methods of the college. The Fairview students will have to travel to events planned by
Toledo A & M that require their physical presence. The New Hope students will need to be able
to access their email and Internet to participate in virtual events and social media lives, which
will not require their physical presence.
Plan for the Protection of Human Subjects
This study will have no negative impact on the lives of the students. However, their
consent is necessary to collect data and make an informed opinion. The colleges will be given
alternative names for the students that they will be recruiting. The students will not be truly
identified unless they decide to apply and enroll in their chosen college.
Variables
The control group within the study will participate in regular college recruiting events
such as information sessions, on-campus tours, and open houses. This group will be contacted by
mail, phone calls, or in person to be informed of deadlines and important information. This
experimental group within the study will participate in virtual information sessions via Zoom or
live on social media platforms. This group will be contacted through online newsletters and blogs
where they can ask questions and have quick responses. The independent variable is the
recruiting method used by the respective colleges. Toledo A&M will be using traditional
recruiting methods while Columbus University will use e-recruitment. The dependent variable is
the enrollment levels in online programs at the participating institutions. The number of students
enrolled in online programs will depend upon the effectiveness of the recruitment process used
for the participating students.
Timeline
The students will be assessed at the beginning of their senior year around early
September and allowed to express any questions or concerns. Each institution will be given eight
weeks to engage the students in their recruiting system. In mid-November, students will
participate in a focus group and share their experiences with qualitative data. After the focus
group, students will be prompted to complete the survey and indicate which method was more
appealing in helping them make the decision. The students are expected to have decided and
applied to their desired institution and indicated their desire to enroll in in-person or online
courses by early January. The colleges are expected to present the prospective results of their
enrollment programs, both traditional and virtual, by no later than March 1st.
Constitutive and Operation Definitions
E-recruitment is the use of the internet and virtual tools to attract and select prospective
talent absent of in-person means. E-recruitment is new to college campuses around the world, but
it has proven to be an effective way to manage and keep talent engaged. Traditional recruiting is
the use of human input or interaction to attract and select prospective talent. The human aspect is
important because social media and virtual tools are prohibited from being used when acquiring
new talent. Social networking sites are vital to this study because it supports the theory that
students are more likely to choose online programs if their college can demonstrate clear lines of
communication and the sharing of information through virtual means.
Description of Data
Data will come from both the students, who will indicate which programs they will enroll
in, and the enrollment numbers from the participating institutions. The students will be given the
option to enroll in in-person programs or online programs after eight weeks of being persuaded
and completing the survey and attending the focus group. The institutions will confirm the data
by presenting their enrollment numbers for both traditional and distant learning programs. There
will be qualitative data from the focus group and quantitative data from the survey and the
number of students enrolled in the respective programs.
Reliability and Validity of Instrument
E-recruitment methods like social media, college community blogs, and newsletters are
widely used by universities across the county to capitalize on the traffic that social networking
sites get. Facebook and Instagram allow institutions to market their brand while providing a
virtually secure site that is safe to share reasonable information. E-recruitment is not dependent
upon a single person and anyone within an institution could upload useful information and
respond to questions given they know about the topic.

Limitations
If any student may prefer one method over another due to learning disabilities, it can pose
a threat to the study. Some students may not have the capacity to accept a non-traditional
recruiting method or the ability to learn virtually. If this is the case, the researcher will need to be
informed of any learning disabilities before the study. Some students may not have the
infrastructure within their homes to participate in virtual recruiting events. In this instance, the
researcher may have to provide access to a mobile hotspot so the students, all the New Hope
students, can access the internet. Some students may become ineligible for graduation and thus
they are no longer prospect for higher learning, and this could affect the number of students who
can participate in this study.

References
Bandukawala, A. (2018, November 13). Is your Recruiting Ready to Go Outbound?
Hindustan Times.
http://ezproxy.uwa.edu/login?url=https://search.ebscohost.com/login.aspx?direct=true&d
b=nfh&AN=2W63149761088&
Chapman, D. W. (1981). A Model of Student College Choice. The Journal of Higher Education,
52(5), 490-505. https://doi.org/10.1080/00221546.1981.11778120
Feeney, N. (2009). Getting Personal: How Colleges and High School Students Connect Online.
Journal of College Admission, 203,
b=tfh&AN=37564126&site=ehost-live&scope=site
Ferguson, C. (2010). Online Social Networking Goes to College: Two Case Studies of Higher
Education Institutions that Implemented College-Created Social Networking Sites for
Recruiting Undergraduate Students
https://https://www.proquest.com/docview/501977869/fulltextPDF/BC9B333142E94664
PQ/1?accountid=14786
Graham, A. L., Milner, P., Saul, J. E., & Pfaff, L. (2008). Online Advertising as a Public Health
Recruitment Tool: Comparison of Different Media Campaigns to Increase
Demand for Smoking Cessation Interventions. Journal of Medical Internet Research, 10(5),
12. https://doi-org.ezproxy.uwa.edu/10.2196/jmir.1001
Kimmons, R., Rosenberg, J., & Allman, B. (2021). Trends in Educational Technology: What
Facebook, Twitter, and Scopus Can Tell Us about Current Research and Practice.
TechTrends: Linking Research & Practice to Improve Learning, 65(2), 125–136.
https://doi-org.ezproxy.uwa.edu/10.1007/s11528-021-00589-6
Ortagus, J. C., & Tanner, M. J. (2019). Going to College without Going to Campus: A Case
Study of Online Student Recruitment. Innovative Higher Education, 44(1), 53–67.
Ortagus, J. C. (2018). National Evidence of the Impact of First-Year Online Enrollment on
Postsecondary Students’ Long-Term Academic Outcomes. Research in Higher
Education, 59(8), 1035–1058.
Shapiro, N. S. (2006). Learning Communities: Reforming Undergraduate Education B. L. Smith
J. MacGregor R. S. Matthews F. Gabelnick. The Journal of Higher Education, 77(3),
550–553.
b=edsjsr&AN=edsjsr.3838703&site=eds-live
Skelcher, S., Yang, D., Trespalacios, J., & Snelson, C. (2020). Connecting Online Students to
their Higher Learning Institution. Distance Education, 41(1), 128–147.
b=edsbl&AN=vdc.100115975084.0x000001&site=eds-live
Țîru, L. G., & Mohorâta, M. (2020). Attitudes Toward E-recruitment. An Explorative Study in
Romania. Academicus, 21, 73–88.
http://ezproxy.uwa.edu/login?url=https://search.ebscohost.com/login.aspx?
direct=true&d b=hlh&AN=142604157&site=ehost-live&scope=site
Vlachopoulos, D., & Makri, A. (2019). Online Communication and Interaction in Distance
Higher Education: A Framework Study of Good Practice. International Review of
Education Internationale Zeitschrift Für Erziehungswissenschaft, 65(4), 605–632.
Appendix A: Consent Form
Audrey Spann
The University of West Alabama Research Proposal Title:
1. What is the purpose of the study? The purpose of this study is to determine the effect of the
implementation of online media to recruit online learners for higher education institutions.
2. How was I chosen? You were chosen because you are a graduating senior looking to further
your education either on-campus or online.
3. What will be involved in participating? The involvement is simply yourself. You are expected
to attend planned recruiting events either in-person or online and explain your personal
experience with the process.
4. Who will know what I say? You were selected at random. Only Audrey Spann will have
access to your data and the universities will not be informed of your real name unless you decide
to apply to their institution.
5. What risks and benefits are associated with participation? There are minimal risks associated
with this study. You risk missing out on the other tactic of the opposing university, but you can
still pursue that university independently of this study.
6. What are my rights as a respondent? You have the right to withdraw your participation at any
time and to not share the data with the university.

7. What will be published? The data collected will be compiled and sent to the universities so
that they are aware of the areas of improvement.
8. If I want more information, whom can I contact about the study? This study has been approved
by the University of West Alabama’s Internal Review Board for the Protection of Human
Subjects. This board can be contacted through the office of Ms. Audrey Spann. Contact info.
spanna2@uwa.edu
__________________________
Audrey Spann, Project Director Respondent’s signature,
_____________
Date
This consent form has all the required information from Federal law.
Appendix B
Authorization for a Minor to Serve as a Subject in Research
Authorization for a Minor to Serve as a Subject in Research I authorize the service of

_____________________ as a subject in the research investigation entitled: The Effects of
Online Recruiting Tools on Online Enrollment.
The nature and general purpose of the research procedure and the known risks have been
explained to me. I understand that _____________________ will be given a preservice (name of
minor) explanation of the research and that he/she may decline to serve. Further, I understand
that he/she may terminate his/her service in this research at any time he/she so desires. I
understand the known risks are the possibility of reading scores not increasing or being given
behavior modification when it is not needed. I understand also that it is not possible to identify
all potential risks in an experimental procedure, and I believe that reasonable safeguards have
been taken to minimize both the known and the potential but unknown risks. I agree further to
indemnify and hold harmless the University of West Alabama and its agents and employees from
all liability, actions, or causes of actions that may accrue to the subject minor as a result of
his/her activities for which this consent is granted.
Witness_____________________________ Signed_____________________________ (parent
or guardian)
Date_______________________________
To be retained by the researcher

Appendix C
Permission to Conduct Research
Permission to Conduct Research
Audrey Spann
3483 Greenbrier Rd.
Memphis, TN, 38133
Mr. Cake East

Principal Fairview High School
1950 Sand Rock Ave Sand Rock, OH 35983
Mrs. Danny Parks

Principal New Hope High School
8879 James Bond Ave Toledo, OH 85266
To whom this may concern,

I would like to conduct a study on the graduating senior who is interested in furthering
their education. The purpose of this study is to learn whether online media is effective when
recruiting students for online programs as they continue their education. The results of this study
will better equip colleges on how to pursue young talent and encourage them to enroll in online
programs.
This study will be beneficial to students because it allows them more options. Not every student
is expected to follow the same path, and this study will make room for flexibility.
Sincerely,
Audrey Spann
Research Coordinator

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Online Recruiting Effects on Enrollment in Online Programs 1

The Effects of Online Recruiting Tools on Online Enrollment

distinguish if traditional ways of recruiting or a new computer-age way of recruiting would be

programs for the participating colleges.

The Effects of Online Recruiting Tools on Online Enrollment

give out information to more people from anywhere in the world.

seniors when deciding on which college they would like to attend.

Statement of Research Problem

In an ever-changing world, it can be difficult to capture and maintain the attention of

prospects turning them into students.

to be better (Țîru et al.,2020).

Data and Graphic Discussion

According to the graph below, prospective students are influenced by a combination of

Impact on Student Enrollment in Online Programs

students after the recruitment process was complete.

Chapter 2: Literature Review Introduction

Traditional versus E-Recruitment

will win over the prospects (Ortagus 2018).

Synthesis of Literature Review

degree program (Skelcher 2020).

and reach a higher satisfaction level.

certain if they want to attend their chosen college virtually or in person.

recruiting tools were on the students.

Role of Participants and Impact on Participants

will not require their physical presence.

Plan for the Protection of Human Subjects

for the participating students.

Constitutive and Operation Definitions

communication and the sharing of information through virtual means.

number of students enrolled in the respective programs.

Reliability and Validity of Instrument

respond to questions given they know about the topic.

can participate in this study.

Bandukawala, A. (2018, November 13). Is your Recruiting Ready to Go Outbound?

52(5), 490-505. https://doi.org/10.1080/00221546.1981.11778120

Journal of College Admission, 203,

Education Institutions that Implemented College-Created Social Networking Sites for

Recruiting Undergraduate Students

Recruitment Tool: Comparison of Different Media Campaigns to Increase

TechTrends: Linking Research & Practice to Improve Learning, 65(2), 125–136.

Study of Online Student Recruitment. Innovative Higher Education, 44(1), 53–67.

Ortagus, J. C. (2018). National Evidence of the Impact of First-Year Online Enrollment on

Postsecondary Students’ Long-Term Academic Outcomes. Research in Higher

Education, 59(8), 1035–1058.

Shapiro, N. S. (2006). Learning Communities: Reforming Undergraduate Education B. L. Smith

J. MacGregor R. S. Matthews F. Gabelnick. The Journal of Higher Education, 77(3),

their Higher Learning Institution. Distance Education, 41(1), 128–147.

Romania. Academicus, 21, 73–88.

Higher Education: A Framework Study of Good Practice. International Review of

Education Internationale Zeitschrift Für Erziehungswissenschaft, 65(4), 605–632.

Appendix A: Consent Form

The University of West Alabama Research Proposal Title:

The Effects of Online Recruiting Tools on Online Enrollment

your education either on-campus or online.

experience with the process.

to apply to their institution.

still pursue that university independently of this study.

time and to not share the data with the university.

that they are aware of the areas of improvement.

Audrey Spann, Project Director Respondent’s signature,

Authorization for a Minor to Serve as a Subject in Research

Authorization for a Minor to Serve as a Subject in Research I authorize the service of

explained to me. I understand that _____________________ will be given a preservice (name of

his/her activities for which this consent is granted.

Witness_ Signed_ (parent