Abstract:

Contract recruitment of students for enrollment into University programs is a relatively new phenomena which has arisen as a result of tremendous competition of students. With the advent of on-line courses, shortened programs, multiple delivery modes, students no longer have the need for direct contact with the University. Frequently, their total degree is earned in the on-line format with little or no face-to-face or direct contact with University faculty. Or, if all or a portion of their degree is face-to-face, it may be delivered at an alternate site from the University location. Such alternative accommodations permit course work to be delivered in close proximity to the students' work or home location. So, travel into the University, which may be located in the center of a large city, is not necessary. Without the travel into the city, less time is required of the student to travel, accommodations for childcare can be made close to home and cohorts of friends can enroll and learn together.

With this change in delivery of coursework has come a major shift in the function of the Academy. In the past when students sat in classroom, interacting with teaching faculty they developed a very personal relationship. Communication was both auditory and visual. Absence or lack of interest were noticed and addressed. Students were recruited by faculty for their programs and course of study as they mentored and worked with the individual. While relationships between teaching faculty and students may exist on-line, they are at a distance, and these relationships are different from that of the in-person learning format.

Since moving to an open-access University where students may be miles from the college, recruitment of students has also changed. Non-educational companies have come into existence whose role it is to recruit students that have an interest in a specific degree or certification program. Staff from these Recruiting Companies directly contact schools, businesses, and develop relationships with them to determine areas of needed educational growth for employees. These Universities work with the recruiting companies to determine if that mode, hybrid format, which tends to be a partial face-to-face with on-line augmentation, or full on-line format. If all is plausible, then 'invitational education' begins following business agreements with the University. These agreements include changes for the recruitment efforts and payments.

The need for more intensive recruitment of students has increased with the greater competition for students. The removal of boundaries of Colleges and Universities as lines of practice are no longer in effect. The requirements of degree programs have been modified and changed to be both more appealing and competitive, so that students can complete the program of study as quickly as possible. This, therefore, results in lowering the financial burden of cost of the education. This is important to everyone and very appealing to first generation college students.

Keywords:

Invitational education, recruitment, recruiting companies.