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| by ann mcclure
university business magazine | |
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with so much recruiting focused on bringing prospective students to campus, it would be a shame if your campus tour blew the deal. |
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consulting company targetx has carved out a niche service evaluating tours. here are five common tour flaws, as noted by “experience evaluators” trent gilbert and jeff kallay: |
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| 1 |
mixed messages: if prospects hear about the same things in an interview as on a tour, it could not only be a snoozer but could introduce conflicting information. admissions officers should stick to facts, while tour guides should share student experiences. |
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| 2 |
toxically unauthentic info: you’ll show your best side, of course, but remember that honesty is the best policy. prospects and parents can see through an act. |
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| 3 |
stepford guides: student guides locked into a script might just spew facts without giving honest answers when prospects ask questions. they will also sound like all the other campus guides. allowing your students to share their experiences will help make your school memorable. |
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| 4 |
bubble boy syndrome: the campus won’t seem very welcoming if everyone avoids a tour or gives the group the evil eye. faculty, staff, and students need to know it’s ok to share a warm smile and friendly hello. on a recent tour at hendrix college (ark.), four enrolled students stopped the tour to chat, but the guide took it in stride, says kallay. it made the campus more welcoming. |
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| 5 |
facilities bait and switch: be proud of your shiny, new buildings, but know that they shouldn’t be the only facilities on the tour. show the prospects the new upperclassman residence hall and the freshman dorms, so they don’t feel let down on move-in day. let your guide show them the real student hangouts. |
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the takeaway: be critical of the campus tour, and address any problems identified. “it is amazing how many admissions folks haven’t taken a tour since they interviewed for their job,” says gilbert. “they need to get out on campus more [and see] what is being revealed about their school.” |
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copyright © 2009 university business magazine |
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