What is the job of an admissions officer in 2023? The role that dominates the imagination of the American public is that of gatekeeper. They are seen combing through students’ applications, essays, transcripts, test scores, and interviews to make tightly contested decisions that will profoundly impact a child’s future. Certainly, some admissions officers fit this description.
However, the reality for the vast majority of the nearly 14,000 admissions officers working at the 4000+ US colleges and universities is different. Many admissions officers in America play a role more akin to a sales rep or brand ambassador. Their job is to inform students that their university exists, convince them to apply, and eventually ensure they enroll. These admissions officers overwhelmingly work at institutions that accept the majority of applicants.
Admissions officers have terrible work-life balance
The modern duties of an admissions officer or counselor are often strenuous. They spend long hours on the road, traveling to high schools and college fairs within their assigned territories. In the fall, and sometimes even in the spring, an admissions officer might spend less than 10% of the week in their own bed, frequently driving from one location to another. Some travel as extensively as flight attendants or pilots without the compensation or perks.
Inside the office, the work can be repetitive. Tasks range from meticulously updating student records in Slate to making countless phone calls, often unanswered, to prospects. The hours are demanding. Admissions officers have long workweeks and frequently spend their evenings at college fairs, hosting virtual events, and responding to student communications. The paperwork is extensive, especially each spring when guiding students toward enrollment in conjunction with financial aid teams, registrars, and various other departments.
To make things worse, the pay just isn’t competitive. In an era where a UPS truck driver can earn $170,000 annually, the average admissions officer earns less than $40,000, often after accumulating significant student debt. Given these challenges, burnout among admissions officers is common. Even those passionate about working with students and parents might find more appealing opportunities elsewhere. School counseling, for instance, offers similar student interaction but often under better working conditions.
The decreasing allure of the admissions counselor role poses real challenges for universities. For many institutions, admissions officers essentially serve as a sales team, vital for bringing students—and their tuition—into the school.
However, the low pay, poor work-life balance, and operational inefficiencies are causing many admissions counselors to abandon the profession. A staggering 60% of admissions directors nationwide report difficulty filling open positions within their enrollment offices, and staff turnover is heavy.
This issue isn’t just the responsibility of enrollment leaders. Often, these challenges are outcomes of budgetary decisions, which paradoxically might put constraints on the same department that brings revenue to the university. Amid such chaos, university executives face daunting questions. For instance, if a university that typically admits 400 first-year students with a staff of six admissions officers can’t fill two positions, what will be the repercussions on enrollment and the institution as a whole?
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