The Business

of College Admission

The end of summer is near, and many high school seniors are starting to work on college applications. With competition for admission expected to increase again this year, anxiety levels are on the rise.

Putting together a college list is the most important part of college admissions process. While many students spend hours researching “dream” schools, they often add a “safety” school just to have a place they know they’ll be accepted. But why apply to a school you wouldn’t be happy about attending?

There are many excellent colleges, both highly competitive and less competitive, where a student will find a good fit and get a great education. Since admission to selective schools has become less predictable in recent years, I often have my students apply to two good “safety” schools, because psychologically it may be important to have more than one appealing choice.

The process of applying to college has become more complicated in recent years, partly due to the increase in marketing. Students feel the need to present the right package to colleges, including demonstrating leadership, passion for learning, and longterm commitment to the right extracurricular activities and community service.

But students are not the only ones selling themselves. Just as students hire admissions counselors to help them create a winning application, colleges hire marketing firms to help them appeal to prospective students.

Every year at the National Association of College Admission Counseling conference, I see dozens of exhibitors offering “marketing and communications programs for attaining goals in enrollment, net revenues and image enhancement.” College admission is big business, and it’s helpful for families to understand how business practices impact students.

Admissions officers are often under pressure to get their numbers up. If a school plans to accept 500 students and receives 1,000 applications, they have a 50 percent admit rate. If they can boost the number of applicants to 2,000, their admit rate goes down to 25 percent, making them more selective, therefore more desirable and a “better” school.

In an effort to generate more applications, admissions officers at some schools may encourage students to apply, even when there is little chance of them being admitted. This practice can give students unrealistic expectations and lead to painful disappointments.

Just as students want to get into the “best” college, admissions officers want to get the “best” students to choose their school. Not unlike other businesses, image and money are very important.

Knowing that accepted students will attend a college is why many admissions officers like early decision, where students are obligated to accept a college’s offer.

As more and more students have become aware of this, some applicants are assuring admissions officers at every college that their school is the student’s first choice.

With all the gamesmanship on both sides, it’s easy to become cynical about the process. But students who stay focused on the process, put together the right college list, and present themselves in the most positive way will end up at a great school.

Audrey Kahane, MS, is an independent college admissions counselor in West Hills. She can be reached at (818) 704-7545 or at audreykahane@earthlink.net.