Collaboration in recruitment and enrollment student communications

Abstract

This is an action research inquiry focused on how the Student Services division at the British Columbia Institute of Technology (BCIT) can strengthen collaborative capabilities to enhance recruitment and enrollment student communications. The research was also intended to function as an organizational intervention supporting the development of readiness for positive future change at the institute.This project followed the Organizational Action Research model (Rowe, Agger-Gupta, Harris, & Graf, 2011) from an appreciative stance and was comprised of multiple qualitative methods. The researcher first involved students in a focus group to examine their experiences with and perceptions of recruitment and enrollment communications. He then engaged employees from across BCIT in an interview matrix to examine their experiences, perceptions, and processes relating to recruitment and enrollment student communications. The researcher performed three cycles of data analysis; in vivo coding, process coding, and theoretical coding. Findings, conclusions, and draft recommendations were reviewed with a critical reference group of leaders in strategic enrollment management at BCIT and the VP of Student Services. The research adhered to Royal Roads University's Research Ethics Policy.The researcher found personal relationships, empathy, and unobtrusive collaborative systems as key themes, and concluded effective collaborative practice at BCIT was directly related to empathy, personal connections, and was responsive to participants' unique situations. The six recommendations put forward include developing collaborative systems that include formalized feedback processes, highlighting successful practices across the institute, developing cross-functional teams to implement a CRM platform, and establishing a role and portfolio accountable for student communications and the overall student experience.