The Changing Landscape of College Admissions: A Look at Enhancements Made by Universities Seeking More Students

SARATOGA SPRINGS, N.Y.—The college admissions process can feel overwhelming, as high school senior Alex Zaret found out during a tour of Skidmore College. Alex, who was visiting his fourth college with several more planned, expressed that the admissions process seems like a full-time job. His father, Owen, agreed, noting the many tasks involved, such as research, visits, and filling out applications and financial forms.

Despite their experience, the Zarets noticed a shift in colleges’ approach. Initially perceived as elitist, institutions now seem eager to welcome students. Universities are waiving application fees and promising additional financial aid to those who visit. Public universities in 17 states have started admitting students who haven’t applied formally, and some private colleges offer direct admissions to students using the Common App, a standardized online application used by about 1,200 institutions.

Marc Conner, president of Skidmore College, emphasized the importance of attracting and retaining students from campus visitors. Although Skidmore doesn’t struggle to fill seats, it is among many colleges making the admissions process more friendly. The odds of getting accepted to college are rising, with the majority of institutions in the U.S. accepting most applicants, as stated by Angel Pérez, CEO of the National Association for College Admission Counseling.

Many schools are enlisting faculty to assist in student recruitment—a role traditionally reserved for admissions offices. Faculty are meeting with prospective and admitted students and opening labs and classrooms to create a sense of belonging on campus. This approach helps Skidmore stand out among students’ options.

“Presidents and vice presidents of enrollment emphasize the importance of every interaction,” noted Rob Springall, a consultant and former executive director of undergraduate admissions at Pennsylvania State University.

With interest competition growing, colleges must admit more students to meet enrollment goals. The decline in the yield—the proportion of admitted students who enroll—raises challenges. In response, colleges are involving everyone from faculty to groundskeepers in recruitment efforts.

At Skidmore, faculty like Psychology Department Chair Becca Johnson participate in recruitment by meeting with applicants and sharing insights. Feedback from these meetings has been positive, with parents noting the significance of such interactions.

Skidmore’s application numbers rise, with acceptance and yield rates above national averages, but President Conner cautions about facing industry-wide challenges. As competition intensifies, the university’s community strives to welcome visitors, understanding that collective efforts can impact its future.