Finally, today’s students and their families continue to re-evaluate the value of a blanket approach to higher education as it pertains to future success. The shortages in the labor market and wage increases are highlighting that not all well-paying jobs, particularly in the trades, require a college education. In fact, trade schools have proven beneficial for preparing many students for successful, long-term careers.
College age students are also bombarded by images of peers who are making money on social media platforms, as professional gamers or in other internet-enabled endeavors. Why go to college if you can make money on TikTok?
Uncertainty around free community college
While the idea of making community college free nationwide has been discussed for years, the possibility is still uncertain. However, the consideration of whether community college would become free to students may have kept some from enrolling immediately, as they reasoned it would be better to wait and see.
The same reasoning is in play as many states have individually adopted various forms of free community college programs. Nearly 20 states currently offer free or reduced community college tuition to eligible students, and depending on what happens at the federal level, more could consider it or offer other forms of funding.
Financially strapped students may also be waiting to hear about increases in Pell Grants, which help low-income students cover educational-related costs in addition to tuition, such as room and board, fees, and books. At a time when families are unwilling to take on student debt, it may be worth waiting to see how much financial assistance they can receive.
How should colleges respond?
Community colleges have an important role in preparing people for the workplace by providing training for in-demand skills. Being keenly attuned to the local job market will give community colleges a fighting chance when it comes to meeting the current needs of students and employers.
At the same time, community colleges need to do a better job of anticipating future programs for the jobs that don’t currently exist but will soon. There are also many roles that are changing quickly and require new skillsets for success – particularly in technology focused positions. Community colleges should be able to pivot quickly to respond to changing market forces.
Another way to increase enrollment is to focus on retention – at all levels of the application and enrollment lifecycle. This is an area that is often overlooked among community colleges as retention is more commonly associated with four-year institutions. However, it is just as important for two-year schools. Some institutions are focusing on recruiting high school students who have indicated a desire to go to college. Others are working with those students who began the application process but stopped. And many actively contact students who were previously enrolled and stopped attending. Some community colleges even offer institutional aid, such as financial incentives for “stop-outs” to return, or will waive the tuition for a course if the student maintains a certain GPA.
At all times, community colleges must communicate their value with hard data on employment prospects and income potential. And they need to engage in ongoing self-examination to ensure their programs reflect students’ needs along with the changing demands of the employment landscape. A proactive approach is needed to ensure enrollments rebound through the ups and downs of the pandemic and the economy.
John Panzica is a Product Solutions Specialist at CollegeSource.
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