At the center

 

Living in Canada, it’s been a while since I was in a Barnes& Noble.  And given with what haste big bookstores are closing, it’s no surprise.  They’re not easy to find.  But what was a surprise was when I walked in and found that the Nook display and sales area had taken over the center of the floor, replacing what had traditionally been the spot for Barnes & Noble customer service.

You remember customer service, right?  Helpful folks who would look up books for you and then walk with you into the stacks to find the book, as though you couldn’t manage the convoluted alpha-by-author’s-last-name filing system of Barnes & Noble.  Those friendly book geeks were eventually supplemented by kiosks, on which you could look up your own book, thank you very much.  But if you waited just a moment, someone would be right back from helping a customer over in 14^th Century Danish War and Religion and be able to help you next.  Amazon couldn’t touch this!

So imagine my surprise when there was no longer a customer service center in the middle of the store.  I write this as I head off to the Essex Institute for Enrollment Management.  I’ve lost track of how many years I have gone. 12?  14 maybe?  But I am suddenly remembering a conversation from last year’s meeting.  We were looking at school taglines or admissions mottos and were challenged to ask ourselves if the mottos were about the school or the student.  Where was your focus?  It was an insightful, interesting exercise and conversation.

Essentially, it asked what we had at the center of our schools: the school itself or the students?  Nooks or customers?

And this reminded me of an early post by Fran Ryan, Assistant Headmaster at Rumsey Hall School, on SSATB’s “Right On Time: the ALCBlog”.  Fran is a veteran at helping families navigate the waters of secondary school admissions but has recently had to “self-navigate” his family as they went through the process for his son.

Fran challenges us from his new perspective by stating, “In schools, admission processes seem to generally serve the efficient running of the office. That does not necessarily translate into creating a meaningful experience for a family examining a school.  Make sure that your process makes sense for your prospective families. Make sure that it is efficient and easy to manage, which is different from being easy.”

In other words, make sure that service, and not sales, is in the center of your “store”.

The next generation

What happens if you get hit by a bus this afternoon? Or, more realistically, hit by a Volvo station wagon driven by the parent of a child to whom you denied admission? Is there a member of staff remotely ready to step into the office of the dean or director? If you were to leave tomorrow—via ambulance or of your own choosing after winning the lottery—would there be any internal candidates for your post?

When the Admissions Leadership Council, on which I proudly serve, met this fall in Arizona, we were tasked with thinking about what our industry needs. My thought at the time—and it’s been rattling around my head ever since—is that we are not doing much as an industry to nurture, encourage, and raise the next generation of admissions directors. We do well bringing new hires into the fold and there are some opportunities for directors on the other end, but what about the middle?

For rookies, TABS offers the summer Admission Academy and SSATB has the Admission Training Institute (ATI) just before their annual meeting in September. For those at the director/dean level, SSATB also offers Senior Symposium. There is also the Essex Institute for Enrollment Management and the Crow’s Nest Institute, which are summer programmes aimed at more senior and seasoned professionals.

But what about those in the middle, those at the Assistant/Associate Director level? For them to be successful and able to remain yet move up in our profession, they need their own professional development. If we are not careful to support and treasure those we have, they may get their professional development by changing employers and seeing how things are done outside the gates of your own school and under a different dean.

It is a common cry among admissions directors that our profession needs professionalizing and that we need to demand/earn the respect (and pay!) our colleagues in development and advancement enjoy. One place to start is to take our own middle managers in the office more seriously and do what we can to make sure that we are raising the profile of the profession one assistant director at a time, both within and without our schools. Rather than shrink away, I would imagine they would welcome more responsibility, trust, and opportunity to spread their wings.

It’s a win-win-win. Win #1: you can alleviate someone’s workload (maybe yours!) by entrusting some duties to this person. Win #2: they feel good about being trusted and the opportunities to grow within your operation and may stick around. Win #3: when it’s time for them to move along (into your job or to another school), you have contributed to the next generation of our profession.

Win-win-win!

Demand & Reward

At SSATB this week, Pat Bassett, President of NAIS had some interesting things to say. He always does. I like to hear him speak. But, then again, so did the person who introduced him!*

Among the many interesting things he had to say, he said our schools really needed to wrestle with what are the skills and values that the 21st Century will demand and reward. I love that question and I would love to think about it and wrestle with it. I would love to have my school consider it and make it the topic of a faculty roundtable. It challenges our pasts and makes us ponder the future.

But, unfortunately, it is the wrong question.

Sad as it may be, our colleagues in the university admissions offices sit squarely between what programs and experiences we choose to offer and the very skills and values that the 21st Century will demand and reward. The reality those of us in school administration must face (versus those in school classrooms or those big thinkers like Pat) is that at the end of the day, the vast (vast!) majority of parents are not shelling out independent school tuition to a school without an impressive and mission-appropriate university placement list. Until the likes of the universities our parents envision for their children start to demand and reward those 21st Century skills and values in the admission selection processes, we will not be teaching or nurturing them, lest we do so at our peril.

This whole line of thought is similar to the one I had when NAIS was in Boston a number of years ago. Ruth Simmons, the president of Brown University (the first African-American named president of an Ivy League institution), charged us with what we should be doing to prepare students for the likes of Brown and all of higher education. She spoke so passionately and interestingly about diversity (in all its forms) that I raced back to my hotel room and logged onto the Brown University website. I was so excited and curious to see their application materials and how the criteria and questions therein reflected this important skill set and perspective their president valued. Call me an admissions geek.

Crushing disappointment followed by anger were my emotions as I noticed that standardized test scores, generic college essay questions, class rank, and gpa’s were still all of import to Brown University’s admissions committee. Nothing on their website or in their materials asked applicants about their experience with diversity, contributions they have made, lessons they have learned, perspectives they would bring to the Brown community. I actually sent her a letter. I never heard back.

We know the world is a changing place and whether you work with kindergarten or upper school candidates for admission, we can’t imagine the demands that will be placed on them or the life they will inhabit. We want to give them all that we can to make them the best prepared they can be, as has always been our tradition in independent schools. It’s a good and noble and valuable tradition.

But it comes with a high price tag, particularly in this economy. And unfortunately, it leaves us having to instead ask ourselves what are the skills and values that the 21st Century university admissions office will demand and reward.

Sad.



*If you weren’t at SSATB, I had the honour of introducing Pat. My remarks included a porn reference. I'll leave it at that.

Who are these people??

Greetings from SSATB in Phoenix. For those of you not here, apologies this post may be conference-centric. I’ve been trying to wrap my head around the fact that the most popular workshop I’ve attended in the last two days was called “Keep the Job. Lose the Stress”. The room was literally standing-room only. People were seated on the floor in the aisles and piled up at the door, peeking and listening in. Now, I was in this session because I have to renew my Canadian work papers this school year and I thought it a good idea to have a back-up plan in case the Canadian government decided it would have no more of me.

What was fascinating was the number of very seasoned and very respected colleagues who were in this session. One was a past winner of an SSATB award and another I know has been at his school over 20 years and enjoys full enrollment! And then there’s the sheer volume of people in attendance, ranging from rookies to seasoned professionals. What are we to make of this?

Heather Hoerle has gone on this international listening tour through the US and Canada as she has ascended to her post. A great idea I think and my understanding is the tour has made 14 stops so far. In the opening session, she shared with us what she has learned and heard from her far-flung tour of member schools. The very first thing she mentioned was a call from the membership to invest in the test and be sure it is the best it can be.

Who are these people??

I’m not doubting what she’s heard but I’m wondering from whom. The colleagues I talk to are worried about the recession, meeting unrealistic enrollment goals, fighting back the flood of Chinese interest, and figuring out how to maximize financial aid. They are jockeying for respect and resources from their head and board, and trying to be heard by their administrative colleagues. And based on my experience today, they are a bit nervous about their job security, despite their accomplishments. Not a one of them is questioning the validity of the SSAT test. But that’s just my personal network.

SSATB: is it a testing organization with admissions professionals or an admissions organization with a test? I think there is a challenge going forward to finally wrestle this question to the ground. Can it be both? Maybe. But it better know which is the dominant personality and, for now, it seems to me that we have never craved more than we do at this moment a national voice of advocacy and expertise.

Welcome, Heather!

So Heather Hoerle at NAIS is our new leader of SSATB. Congratulations to the search committee. None of these volunteers imagined the firestorm of this fall when they kindly agreed to serve on the board of our professional organization. They have all put in more hours than they ever planned or desired. No good deed goes unpunished, right?

I imagine this will be like taking the cork off the bottle that holds hostage the genie. Or I hope it is. Heather has been the lone voice crying in the admissions wilderness at NAIS, an organization that gives little regard to our industry or the work we do. (Do you know, for example, that in its training for new heads, NAIS provides no time for admissions but two days for development??)

It is a challenging time in our business. Some smaller schools are closing due to decreasing enrolments and medium-sized schools are scrambling, with immeasurable pressure on the admissions office but little additional resources or manpower to deliver. Meanwhile, we are top-heavy with a number of senior members of our fraternity recently retired, announcing retirement this year, or contemplating retirement. And/or wishing the balance in their TIAA-CREF accounts would have let them retired when they had planned.

Demands for financial aid are growing, technology makes us feel like the hamster running on the wheel to nowhere, and everyone at our school looks to us to save the financial day. In my two decades in admissions there has never been a greater need for national leadership and voice for our work and our people. Let us hope that unshackled from NAIS that Heather can be just that beacon.

Welcome, Heather. We have been waiting for you.

People People

Writing from SSATB and thinking about all that we’re being asked to do that is “virtual” and “online”. Even the Admissions Leadership Council (which you heard me speak of at today’s luncheon if you’re here in Boston) was debating meeting just once a year, and conducting the rest of our business through tweets, wiki, email, etc. Does anyone else believe this to be counter to the nature of your average admissions director?

We’re “people people”. While it may be exhausting or even frustrating at times, I think most of us would choose standing behind a table at a fair engaging a family in conversation over sitting behind a desk responding to emails. So how do we balance our innate “people-ness” with the manifold growing demands of web-based marketing, online applications, databases, social media and evolving technology? (If your office doesn’t have at least one iPad at this point, you can count yourself behind the curve!)

Fortunately for me, I had the opportunity to hire for it. I’ve got a young, bright, hard-working new staffer who loves all of this. She still needs guidance with messaging, brand and content, but how it gets into the virtual world and into the email inboxes of the right people is entirely on her. As for me, I had to go to the Tech Help Desk last week for assistance to change the batteries in my wireless keyboard.

It makes me wonder if the generation of admissions directors to follow is going to be required to have college degrees somehow related to technology. Has even the admissions profession gotten to the point whereby us liberal artists are no longer welcome? Will the new generation ever go out and meet people and engage them? Will future headmasters when hiring care if their admissions directors are personable, can look you in the eye, have a firm handshake, manage a decent outfit from out of a suitcase or even…gasp…tie a bowtie?