Amid intense scrutiny from policymakers and the broader public on the value of higher education, no role may be more important than the college advisor, says Lafayette College President Nicole Hurd. However, limited staffing and resources have kept students in the dark on the transformative power of postsecondary education.
“We all need to hear those four words: ‘I believe in you'”, says Hurd, who is also the founder and former CEO of College Advising Corps, the largest college-access organization in the nation.
From spearheading admissions protocols at Lafayette to producing documentaries, Hurd is working across sectors to win back the narrative on higher education.
“Let’s not question the value proposition,” she says. “One thing that’s going to remain true is that education is absolutely the most powerful investment you can make yourself.”
President Hurd’s foray into show business
President Hurd recently helped produce a new docuseries on PBS that illustrates the work of a college advisor. Shot during the first year of the pandemic, “The Class” chronicles the experiences of six San Francisco Bay Area high school seniors and the advisor who helped them realize their aspirations to go to college.
“I don’t think that we’ve slowed down enough since the pandemic to actually discuss the lessons learned,” she says. “We belong to each other in these beautiful and profound ways, and I’m not sure we’ve really stopped to think about how much of that we’ve lost. We’re in a time where we need to tell stories.”
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The docuseries will hopefully inspire the next generation of college mentors—whether it be parents, higher ed professionals or talented adults with spare time to give back to their community—and urge policymakers to strengthen funding for the sector.
She also hopes it can speak to high school and emerging college students. Gen Z, sometimes referred to as “the tool-belt generation,” is noted in the media for turning away from higher education due to costs and other perceived barriers to entry.
“I hope they can see themselves in the art and the real work and realize again we all have our own individual pathways, but some of these challenges are universal.”
Changing the application process
Lafayette College, located in eastern Pennsylvania, is changing the culture of its application process to humanize prospective students. “We want to find the spark in you that’s going to be fireworks when you get to our campus,” Hurd says.
For one, Lafayette’s admissions team only reads the first six extracurricular activities listed on an applicant’s Common Application. Hurd believes this gives grace to students who balance responsibilities outside of their academic pursuits.
“Life is not about checking boxes, it’s about experiences. It’s the depth and the learning and the mistakes and the growing that make you a thoughtful human being. We need to give that more voice.”
While new AI processes let college recruiters balance their workload, Lafayette remains committed to building personal relationships with its applicants.
“Really good advising isn’t transactional, it’s inspirational,” Hurd says. “That means you have to actually have the conversation. It means you actually have to talk to the other human being.”
“One thing I know about all of us in the higher education sector is that we are dedicated to advancing and promoting opportunity,” Hurd concludes. “Whatever happens, those of us who see this is a vocation are going to make sure that those doors stay open.”
