Schools get older, students stay the same age.

It's truly fascinating how every year 18-year-old students and 100(+)-year-old universities find a way to connect and form multi-year relationships. At what point does this age gap cause a problem? Or is that already happening? As students constantly jump feet first into new technology without ever looking back, it's getting harder and harder for universities to keep up.

Take a look at this recent article written by InContext magazine that explains four ways to optimize admissions for Generation Z. I know very few admissions officers who'd say they have strategies for all of these areas. In fact, I'm not sure how many could say they're doing even one of them well. But they know they have to soon.

1. Students Expect Instant Gratification:

The article says that teenagers have an 8-second attention span and admissions processes should be audited to speed up the application process. This is a solid concept but admissions will never be able to respond in 8-seconds. The key takeaway here is that students expect quick responses, but that the response doesn't have to be complete. Maybe it still takes weeks to turn an application, but if the student asks for a status update, having someone in admissions quickly write back that they'll look into it is essential.

2. Students Expect Frequent (Automated) Communication:

The article says quick responses are very important, similar to what I said above. However, it stresses automating that communication. I can see this happening when certain steps are completed, like an application received, but again, a human responding quickly to a question, even if they don't have a complete answer, is most important.

3. Students Expect Digital Forms:

If your school still uses paper to communicate with students, we need to have a bigger conversation. This is a very valid point but hopefully it doesn't apply to many schools any longer.

4. Students Expect Digital Self-Service:

This concept is absolutely true and one of the best ways for schools to modernize their systems. All information for students should be easily available online without having to communicate with a human. Bringing student data together from multiple sources is no easy or inexpensive task, but still absolutely necessary.

While students expect to find all the information they need online, they also expect the ability to connect personally with students, teachers, and staff to better understand the culture of your institution and decide if it's a good fit. At Versation we strive to improve this important human connection because of the dramatic effect it has on student enrollment.


Kellen Larkin: My Experience as a UVA-Wise Ambassador


Kellen Larkin, a member of Versation's Student Advisory Board, is a Student Ambassador at UVA-Wise. He recently shared with us his experience as a prospective student visiting campus, and how that experience impacted his decision to become an ambassador:

As a high school student, visiting college campuses can be extremely overwhelming.  No matter what people tell you there is an anxious anticipation felt when walking the lecture halls, meeting professors, and ultimately wondering if each campus could be your home for the next four years.  As a prospective college athlete hoping to play baseball, I went on many college tours at different colleges and universities that I thought I might like to play at.  I scoured the listings of majors and minors at each school, and I researched the prestige that each diploma carried, hoping to find one that would speak to me!  When I had narrowed the list down to three I decided to return to these schools again for another visit.  

Upon returning to UVa Wise, I had scheduled an official tour with a UVa-Wise Student-Ambassador, not just a short-and-quick tour with the baseball coach as I had done before. I decided that I wanted to receive the student-perspective.  I wanted to see what people loved about their own school, and what students liked to do in their spare time.  I told my tour guide, “Okay.  I know you have things you have to say, and I know there are certain things you’re not allowed to say.  But just be real with me.  I’m choosing somewhere to spend four years of my life.  I don’t want to make a wrong decision.”  And off she went.  My tour guide showed me everything I expected to see from the classrooms to the cafeteria, and everything I didn’t think to ask, such as the pick-up basketball games, the library study sessions, and the hidden outdoor trails leading to secret fishing spots.  I was in awe, and I was excited.  But something else I experienced on my official tour I didn’t quite recognize until a couple of weeks later.  On the campus of UVa-Wise was reality.  There was life in the most genuine yet raw perspective.  Some students rushed to class and to get assignments crammed in, while others seemed to have their life together.  Some professors simply waved, knowing you were on a tour, while other professors welcomed me into their office to say hello and greet me.  I was given the most simplistic yet perfect tour I could’ve asked for.  I wasn’t given a speech or percentages and numbers I wouldn’t remember.  I wasn’t being stuffed full of random facts and information I would never need.  My tour guide showed me academic life, she showed me relationship between students and staff, and she gave me a true perspective on what it means to be a UVa-Wise Cavalier.  I was hooked.

Life as a freshman starts fast.  There’s no easing into college life, rather, it’s seems to be a dead sprint until graduation.  Classes, labs, baseball practices, club involvement and meetings; getting involved is time consuming.  Being successful is time consuming.  All I ever wanted was straight A’s, a great social life, and peak performance on the baseball team.  Is that so hard to ask for? Yes, yes it is.  Day in and day out I have to put in the study time, the practice time.  I have to sign up and apply for positions and clubs.  I have to stay up late at night to finish that history paper that I procrastinated on for so long that I actually forgot about it.  Success isn’t free, and it sure isn’t easy to come by.  Yet, it is possible and it is worth the struggle.  I never expected college to be quite this difficult to deal with.  I never expected to fight such a strong amount of stress when studying for finals and completing end-of-year projects.  But then again I also never expected to love what I’ve been learning about.  College changes your perspective on studying, schoolwork, and life.  You get to choose your path for the very first time in school.  You get to make your own schedule and choose to follow your own path.  

I learned to love school when I got the chance to create my own schedule and realized that it is my responsibility to become a success story no matter what life throws at me.  So when applications started being accepted to become an official UVa-Wise Student Ambassador, I couldn’t complete mine fast enough.  I remember walking to the admissions office and submitting my application along with a resume and cover letter.  I was walking back to my dorm thinking, ‘there’s probably a hundred applications being submitted.  Surely they won’t select a freshmen.’  But I was comforted by the intricacy I used to write my cover letter.  My interest in becoming an ambassador was honest and true.  I wasn’t interested in simply gaining a boost on my college resume.  Rather, I wanted to give people the experience I was given.  I wanted to welcome them home, not just fill their heads with a script.  

When I was given my first opportunity to give a tour, I couldn’t have been more nervous.  I had heard horror stories about people seeming uninterested so as to make you feel like you’re talking to yourself.  I had heard of the rude parents who were unhappy with their child’s interest in schools.  But when I first shook hands with my tour group, I knew I had made the right choice to become an ambassador.  My tour group asked lots of questions, they had interest in not just the school but in my experience as a Cavalier, and I was able to give them a REAL, and fresh student perspective.  One girl in my tour group (and her family) just so happened to be a potential recruit for the volleyball team.  As being a part of the baseball team at UVa-Wise, I was so excited to provide an athlete’s perspective on everything Wise.  It turned out that after my first tour, the volleyball coach was impressed with the excitement I was able to instill in one of her recruits.  It seemed that each week I was giving a tour to some sport’s recruit.  This was a perfect fit for me.

I love UVa-Wise.  I love being an athlete.  I love having academic mountains to climb and social responsibilities to care for.  But what I love most is being able to share that genuine and raw experience of what real life at UVa-Wise looks like, the same perspective I was once given.  I became a Student Ambassador to draw people in, to help potential students and athletes gain an excitement for the next four years of their life, and to hopefully interest them in becoming a UVa-Wise Cavalier for life.

Driving the Best Student Ambassador Programs in 2017

student ambassadors

The peer recruitment landscape is rapidly changing as schools are experimenting with many different types of ambassador programs and tools to facilitate their success. While everyone has a different approach, we've identified some key ways to make your student ambassador program thrive in 2017:

1. Get Out Of Their Way

Whether you like it or not, students are moving at a much faster pace than your institution. The amount of communication exchanged between them dwarfs the memos and emails being sent through your offices. And everything is instantaneous.

Many times what might seem like a lack of interest or motivation is often a feeling of being slowed down. You can be the fastest sprinter in the world, but if you're only allowed to walk in your race, you're going to have a hard time getting motivated.

Find the true student leaders and let them run as fast as they can. Limit the amount of red tape and let them experiment creatively with their duties. Set clear goals and then let them figure out how their skills can uniquely reach them.

2. Provide The Tools They Need

Giving a student a postcard to send to a prospect after a tour is nice, but it's also a little like asking that same sprinter to run with sandals. How do 18 year-olds communicate? Do you think any of them have ever sent a postcard on their own?

Give your ambassadors cell phones and social media accounts and let them take off. Clear branding guidelines and communication outlines are simple to establish upfront and as long as they stay within those parameters, let them do what they do best -- exchange information. Quickly.

3. Reward Success

A common problem with managers is that they reward their teams based on the metrics they themselves have set. What works best, especially with students, is letting workers set their own goals. And when they reach those goals, clearly acknowledging their success. Volunteer ambassadors are working for your school because they love it, which deserves regular recognition. Paid ambassadors, or at least the ones you want on your team, aren't doing it for the money, either. They feel the same way. And need some the same recognition.

Showcase your ambassadors on social media. Have them vote for the most outstanding student from their group each month. Treat them to pizza parties when goals are met. They are your voice and deserve constant praise.

4. Shout About Them

Your ambassadors should be front and center of all of your outreach. Many schools put a picture of their president and his/her bio on their homepage. What's the message they're sending and how will that attract high school students?

Don't keep your talented student ambassadors hidden as on-campus tour guides. Get them on your homepage, in your email blasts, in your social media, and every other digital communication you send out. High school students want to hear from them more than your administrators, who they will likely never interact with as a student.

5. Sometimes It's Not A Good Fit

None of us have a perfect hiring track record and we're going to make mistakes. This doesn't mean the student is a bad person, it just means it's not a good fit. Hiring a student shouldn't mean you're bound forever.

Experiment with trial periods. And if things aren't working out, replace ambassadors quickly. It does everyone a favor -- the student, you, and prospective students.


Taylor Willis: My Experience as a Bronco Student Ambassador

Taylor Willis, a member of Versation's Student Advisory Board, is a Bronco Student Ambassador at Boise State University. She recently shared with us about her decision to become an ambassador, and what her experience as part of this group has meant to her: 

It was two weeks into my freshman year at Boise State, and I was having my weekly FaceTime with the empty-nester parents. After asking a million-and-a-half questions, my mom asked if I was interested in giving tours on campus. Questioning and a little curious, I replied half convinced that I wanted to, and she told me about this opportunity to be a Bronco Ambassador. Having my new profound independence, I decided to take her advice, and I sent in my resume and cover letter. Before I knew it, I got a group interview, and somehow, I was offered the job (it wasn’t a paid position, just community service, but I was still shocked). They hired a little freshman with only two weeks of experience as a Boise State student. And if I’m being completely honest, I knew nothing about the campus or Boise in general because I’m originally from Washington. 

So now, here I was, a little baby college student, training to give tours on campus and wearing the classic khaki and polo outfit. About two months in, it was time to give my first tour. It was during one of the biggest events that Boise State Admissions puts on, called Discover Boise State. I was expected to guide a group of 30 people through campus for two whole hours. This might not seem like too difficult of a task, but let me share that I am a fast walker and talker. Usually, I can do the whole campus in an hour and a half flat. Also, keep in mind that there are 35 other tour groups going around in the same amount of time. It was a lot of pressure for the first tour, and to say that I was nervous is an understatement. I don’t remember much from the tour because of all my nerves, but I do remember one high-school senior, Camille, who was with her aunt. You can ask any tour guide – what makes a tour are the people (usually, funny dads are the best). Camille was energetic, excited, and down to earth. She was from Washington as well, and I honestly just talked to her the majority of the time. When it was the end of the day, they thanked me, I waved goodbye, and I went on with the rest of the event (aka: eating free food). 

As the year went on, my love for giving tours grew. I, then, applied to be a Resident Assistant (RA) with the housing department on campus, and I got the job. I received my assignment around July 1st and, shortly after, got a Facebook message from my future roommate, talking about how excited she was to live together. I dropped the sad bomb that I was her RA, and she immediately wrote back, “Do you give tours on campus?” After my sigh of relief that she still wanted to be my friend, we got up to talking, and I realized my new roommate was Camille. She then proceeded to tell me that she picked Boise State because of the awesome tour she went on at Discover. This is the moment when I knew that this job was worth more than the free polo’s and food. Now halfway through my sophomore year, Camille lives in the room right next to me, and she is my rock. Her positivity keeps me going through my busy schedule, and our conversations just seem to flow. I’m grateful for her everyday and so thankful that she decided to sit at my table at Discover. 

Being an Ambassador not only means that you get to brag about the school that you love, which is my favorite part, but it also gives you the opportunity to get to know these prospective students. I went on 10 campus visits across the west coast, and Boise State was actually the last school that I visited. I had already decided on a different school, so my mom had to force me to get out of the car for the tour of Boise State. I stepped out, and I got that cliché feeling that I was home. 

Some people might not think that college tours matter, but I am a firm believer that they do. I love spending time on my tours trying to get to know every person. People come on tours to see the campus, but subconsciously, they want to feel the atmosphere of the campus and the attitude of the people they are going to be spending four years with (maybe, five – I won’t judge you). No one cares about what year the Student Union Building was built, but they do care about the community, the people, and the opportunities that this place is going to offer them. I fill my tours with awful jokes, personal stories, and amazing restaurant recommendations for when they are bored in their hotel rooms during the afternoon. This makes the tours less rehearsed and more of a conversation with some family friends. 

I now work in Admissions as a Student Recruitment Specialist (a fancy title for a Bronco Ambassador who now gets paid), and on a daily basis, I get to talk with prospective students. Whether its giving an actual tour or answering phone calls and emails, I get to interact with these people who are so excited to come to school here. The amount of pride and positivity in the Admissions office is unreal, and I’m forever grateful that they thought I was a great fit. 

I never thought that I would have ended up where I am, but I’m incredibly happy that I did. I love being an ambassador and all that comes with it. And I’m so appreciative of whoever decided to take a chance on little, freshman Taylor and give me this job.

It has been so worth it, and it’s crazy to think that none of this would have happened if it weren’t for that person. I can’t think of a better way to end this other than to say thank you, and of course – Go Broncos!



Student Ambassadors Help With University Recruitment Travel


It's that time of year again! Now that this year's current class is all settled in, it's time for admissions counselors to hit the road. You can take about 5 seconds to breath before you're thrown into another season of the admissions cycle. Traveling to high schools, college fairs, and admissions events can be an incredibly rewarding, if exhausting, experience. Make sure you're using this time to not only connect individually with prospective students, but to connect those prospects to your current students. 

We got the chance to speak with some high school guidance counselors at NACAC last month, and they consistently told us that the most impactful experiences their students had during the college search was the chance to speak with a current student at the school they were looking into. Some schools are lucky enough to have ambassadors do some fall travel with them. For those of you who can't, how are you connecting those students you meet on the road with the students that are back in your office? 



Lifetime University Student Ambassadors

Schools spend enormous resources finding, training, and managing student ambassadors to mold them into one the most powerful components of their recruiting strategy. So why, when ambassadors graduate, don't schools ever talk with them again?

Great question. Why don't you?

Hands down, the biggest idea in peer recruitment is Lifetime Ambassadors. If you currently have 50 ambassadors, why start from 0 each year? Think of your program as adding 50 ambassadors each year. After 5 years, you'll have 250, with 200 of them spread around the country as your virtual marketing team.

The day that students graduate and only hear from schools wanting donations will come to an end soon. While alumni might not want to donate money, it's amazing how many want to help in other ways. Including recruiting. And helping find people jobs. They just need to be asked.

So why hasn't it happened more often? Most people say time. You barely have time to manage your current group of ambassadors who are focusing on school tours and reaching out to prospective students.

But now, with PeerPoint, adding alumni to your online ambassador lineup is as easy as asking them.

For the past 4 years we've worked with Syracuse University on a system that links graduating students with alumni to help them find jobs. When they came to us to ask for help, we talked a lot about their alumni and if enough of them would want to volunteer to help graduates moving into the work force. Within just a couple of months of asking, they had thousands of alumni sign up. It was game-changing.

And they aren't unique. Our research shows that people feel emotionally connected to their alma mater and remember how hard it was to find a job at graduation or decide on a university as a high school student. They want to help.

Here's how you can make it work. Keep a record of your ambassadors as they move on from the program and work through completing their degrees. If you use PeerPoint, keep them in the system and email them occasionally to check in. Their graduation dates in the system will inform you when they are leaving, which is when you can reach out and ask for help.

When asking for help, explain that you'd like to profile them on your site as an alumni ambassador. Their duties will include answering emails from people with questions, and maybe even getting together with people in their current city to talk about the school. It's as easy as that.

Let us know if you'd like to learn more about what other schools are doing. With a little effort, you can build your ambassador team into the thousands.

Student Ambassador Advisory Board

We're pleased to announce the formation of the first Versation Ambassador Advisory Board, which will be made up of student ambassadors from different types of higher educational institutions across the country. Our conversations with school administrators often lead to conversations with student ambassadors and their input has been tremendously valuable. No one knows the mindset of a prospective university student like a recently admitted student who just completed the college choice process.

We'll form a group of 5-10 of the most dynamic ambassadors in the country, connect them with each other, and produce a creative environment that fosters new ideas and industry collaboration. These ambassadors will share ideas proven at their institutions and help drive the future of peer recruitment.

Versation will facilitate 4-5 phone conferences per year where recruitment concepts will be discussed, including detailed roadmaps for the future of our products. Board members will have the chance to help develop our strategy and be involved with a company that is redefining how students connect with prospective students to facilitate authentic dialogue regarding one of the biggest decisions of their lives.

In the end, the board will help students network with their outstanding peers around the country, give them an opportunity to drive strategy for an industry innovator, and get valuable professional experience as they consider their life after school.

If you know a student ambassador you'd like to nominate for the Student Advisory Board, please send an email to with their name and a brief reason why they'd be a good choice. We'll be interviewing candidates in August and forming the board shortly thereafter.

Thank you for your support with this great opportunity.

John Hayden

Student Experiences Beyond The Tour


The Week wrote an article that identified 4 ways that technology is "upending" college admissions: Virtual Visits, Live Chats, Social Media, and Innovations in Applying. We think upend might be the wrong word. How about: grow, expand, enrich, advance? Technology is providing schools with more ways to connect with prospective students. Making sure that those interactions are authentic and meaningful is key. 

Technology is allowing students to connect with colleges in ways that weren't possible until recently. The article's author Shira Boss notes that being able to create "a sense of community before a student even enrolls is believed to increase their comfort level with the school — and the likelihood they'll accept an offer of admission." If a prospect already has a feel for what a school's culture and environment is like, they're more likely to be able to picture themselves there. 

Providing a way for prospective students to get connected with current students on campus is a great way to make a meaningful connection. Boss says "if students make those connections with future classmates, it makes a difference in their decision-making." Prospects want to get a student's opinion on the school; they want to know what real people think of their experience. 



Should Student Ambassadors be Paid or Volunteer?

It's been very interesting talking with university admissions offices around the country about their student ambassador incentive strategies. Some swear that money is better, and others think volunteer pride can't be beat. Is one really better than the other?


Most of the programs we talk with that have paid programs have a specific goal in mind. They use words like "accountability" and "predictability" and say things like, "it's easier for us to make requests of them." These programs typically have a smaller, more targeted group of students that help with trackable admissions goals. Students might answer phone calls during a specific window of time and do so from inside the admissions office. They might travel with counselors to high schools to speak with prospective students and sometimes they have direct access to the school's CRM where they can input information they've collected.

The managers of these paid student ambassadors tend to see them more as workers. They like that they can count on them for a specific number of hours each week and that they don't have to worry much about incentivizing them beyond their paycheck. The school is paying them, so they should do the work.

When we find schools who switch from a volunteer to paid model, we love to ask why. The most common answer? Because they wanted a more focused approach, which can often mean fewer ambassadors, but clear goals and often more business-like tasks.


Volunteer ambassador programs are a different animal. Student ambassador managers use words like "emotion," "passion," and "pride" when they talk about their teams. Student ambassadors are often self-governed with ambassadors choosing their own leaders and getting involved in many different types of projects around campus. We often hear admissions officers say that they need to run ideas by their student ambassador boards first.

The managers here have a different strategy in mind. Theirs is more about fueling student interest and success with authentic stories and energy. There is less oversight and more self-empowerment. Incentives focus more on the prestige of the ambassador roll and professional experience. Ambassador programs like this can often grow into the hundreds.

The programs who have switched from paid to volunteer tell us that they wanted "broader" programs that were more "robust" and able to handle a diverse set of needs. They also talk about how these volunteer programs make themselves feel more like they are giving students life-changing opportunities, which is a very powerful thing.

Which Is Best?

While it might not be black and white, perhaps the best solution is the hybrid model that we've seen at a number of schools where specific tasks that are more work-related are done by paid students, while other brand-building student success activities are conducted by volunteers.

What really seems to matter, just like in any organization, is what the leadership is most comfortable with. A pro-pay ambassador manager might have a hard time in a pro-volunteer environment and vice versa.

For what it's worth, to us it seems volunteer programs have few drawbacks and don't bog down the budget. Harnessing the natural passion and drive of students is a tremendously powerful thing and when it's done correctly, everyone wins. The school's budget isn't touched, the ambassador manager is giving students an opportunity, the student ambassadors feel ownership of their experience at the school, and the prospective student gets authentic conversation. We like the idea of volunteer programs at every school, and then those who can afford it, adding paid teams where they strategically fit. The student engagement world is big enough for both.

Student Ambassadors for Yield

This being yield season, many of the schools we're talking with are trying to find ways to increase the number of admitted students who choose to enroll in their school over others. With tools like the standard application, it's easier for students to be accepted by more schools than before, leaving them with choices when it comes time to commit to one. Admissions office schedules are packed with events and activities designed to help prospective students make one of the biggest decisions of their lives.

U.S. News surveys schools for yield information and we thought we'd share their latest report to show you how universities stack up. Some of the numbers might surprise you, and we found it very interesting that of the 265 schools surveyed, only 25 could say that they enrolled more than half of the students they accepted.

But whether yield is high or low, every school is striving to improve conversion. Schools with high yield rates try to get the best of the best. Schools with lower yield rates are trying to position themselves as unique compared to the others in their category.

Whatever the goals may be, student ambassadors offer one of the most powerful tools available. If a school is looking to be different than the one down the road, connecting a prospect with a like-minded student can start a personal relationship that an admissions officer can't provide. If a school is trying to get the best students in the country, they probably should have one of their own reach out to their prospects and explain why the smartest decision is to join them at their elite institution.

As budgets are cut and more pressure is being put on institutions to improve enrollment numbers, personal connections are becoming a critical aspect of recruitment. A school's brand itself is no longer enough. Students want to know who they will be learning with and what they say about their experience.