Choosing a college: 10 most important reasons for students

Perhaps this won’t come as a surprise to some higher ed leaders: Affordability is not the No. 1 factor for students in applying to or choosing a college. Students are more focused on academic programs, clubs and weather, according to a new survey released today by EAB, a consulting firm.

The report is meant to help enrollment leaders not overlook campus characteristics that are most important to potential students, the firm says. The report also notes some factors that suggest higher ed headlines may be overrated.

“Cost is always important to families, but it may surprise some institutions to learn how important things like campus safety or streamlining the application process can be to a prospective student,” said Madeleine Rhyneer, EAB vice president of consulting services and dean of enrollment management. “Although frequently in the headlines, factors like state politics and Greek life are notably absent from the list of top 10 considerations that influence where students apply and enroll.”

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EAB analyzed application and yield data for every four-year school in the U.S., and then correlated it with 80 institutional characteristics to determine the most significant drivers of student interest, the firm says.

Here are the top 10 reasons students choose a college:

1. Number of majors
2. Campus safety
3. Number of student organizations
4. Favorable climate
5. Affordability
6. HBCU status
7. Fewer application requirements
8. Graduates’ earning potential
9. Study abroad options
10. Lower median age of locality

Falling just outside the top 10: number of sports teams, partisanship of state, Greek life and tuition guarantees.

Choosing a college: Large vs. small and 9 ‘personas’

Smaller colleges and universities have more to gain than larger institutions from making improvements in the top 10 areas, the report continues. One reason is that larger schools have a built-in advantage in the recruitment process. The report encourages leaders of smaller schools to make strategic investments in new academic programs, student organizations and athletics.

The report also details nine “institutional personas” that can give campus leaders insight into their school’s strengths and weaknesses.

“The enrollment landscape is increasingly shaped by schools competing across traditional segment lines,” the report contends. “Compare your institution’s persona to other personas, especially those representing your competitors, to discover gaps you can exploit or strengths you should account for. Identify ways to uniquely position your school in the eyes of prospective students by understanding how other personas excel or fall short.”

Here are the nine personas, along with their typical sizes and locations:

1. Accessible Education Anchor (Very small/private/Midwest, Southeast, West)
2. Mission-Driven Learning Community (Small/private/Northeast, Midwest, Southeast)
3. Boutique Elite Institution (Small/private/Northeast, Midwest)
4. Inclusive Path to Opportunity (Small/public, private/Southeast)
5. Quintessential and Accessible College (Small/private /national, Midwest)
6. Selective Academic Enclave (Small, mid-sized/private/national, Northeast)
7. Well-Rounded Education Hub (Mid-sized/public/national, Southeast)
8. Outstanding Opportunity Engine (Large/public/Southwest, Midwest, Southeast)
9. Rigorous Academic Giant (Large/private/national, Northeast)