Opening the door to school begins with a knock on the counselor’s workplace
Ask a scholar who their information to school was, and the reply relies upon rather a lot on their background. For some—particularly these from higher-income households or with college-educated mother and father—the method won’t contain a college counselor in any respect. However for college kids with out these built-in helps, counselors may be the important hyperlink to greater schooling—in the event that they’re in a position to get assist.
The issue is, in lots of lower-income or rural colleges, counselors are stretched so skinny that some college students by no means get the steering they want. The numbers present simply how important counselor steering may be for many who obtain it—and the way a lot is at stake when that assist isn’t accessible.
The info is obvious: counselors make the distinction
In accordance with the forthcoming 2025 E-Expectations report, 86% of scholars stated they used info from their highschool counselor throughout their faculty search, and 84% discovered that info useful. That pattern holds throughout each subgroup:
- First-generation college students use and profit from counselor info at practically the identical price as their friends (86% used; 85% discovered it useful).
- Regional variations are small: 87% of scholars within the West and Rocky Mountains discovered counselor information useful, in comparison with 77% within the Nice Lakes and Plains.
- By grade, even ninth graders tune in early: 82% use counselor recommendation, and 88% discover it useful.
Counselors are the thread working by way of all the college-bound scholar expertise. For these and not using a household roadmap, they’re typically the one information by way of functions, monetary assist, and deadlines.
Schools are paying consideration
College budgets are shrinking. Counselors are juggling large caseloads. However many schools are stepping up—recognizing that in the event that they wish to attain college students, particularly those who want it most, they have to attain counselors first.
From the most recent 2025 Marketing and Recruitment Practices for Undergraduate Students survey:
- Non-public four-year schools assembly one-on-one with counselors jumped from 78% in 2020 to 95% in 2024.
- E-mail outreach has grown considerably, with reported effectiveness rising in tandem.
- Counselor occasions (banquets, receptions, campus gatherings) are growing, particularly once they embody regional information, scholar outcomes, and digital entry for rural areas.
It’s not only a personal faculty pattern. Two-year establishments, public universities, and regional colleges are embracing relationship-based outreach as properly. Junk mail and newsletters nonetheless play a job—however solely when the content material is well timed and related.
Why this issues for fairness and entry
For first-gen, rural, and underserved college students, counselors are sometimes the one bridge to school. They’re those who demystify monetary assist, flag key deadlines, and determine alternatives a scholar may in any other case miss.
When schools make it simpler for counselors to get the suitable information, they’re not simply supporting professionals. They’re opening doorways for the scholars who want it most.
A counselor who’s within the loop about your new rural scholar program or native scholarship may be the distinction between a scholar making use of and a scholar giving up.
What works: outreach methods that matter
In accordance with the 2025 Marketing and Recruitment Practices for Undergraduate Students, the simplest methods aren’t flashy. They’re private, relational, and respectful of counselors’ time. To make these methods much more impactful, listed below are some key issues:
- One-on-one conferences: Nonetheless the gold customary. Permit for tailor-made recommendation and trustworthy suggestions.
- Counselor occasions: Excessive-impact once they provide information, PD, and digital choices.
- Related, well timed communication: Share instruments counselors can use—deadlines, program updates, scholar success tales.
- Listening and partnership: Establishments that win belief deal with counselors as collaborators.
Acknowledge the position of early faculty applications in strengthening partnerships
In lots of communities, particularly these served by group schools, Early Faculty (EC) applications create extra layers of partnership between highschool counselors and faculty admissions places of work. Some schools make use of devoted EC counselors who work straight with highschool college students, whereas others rely closely on highschool steering counselors to assist college students and households navigate EC advantages, processes, and insurance policies. Admissions groups ought to make sure that their outreach methods are coordinated not solely with highschool counselors but in addition with their establishment’s EC workers. This helps keep away from confusion and ensures readability in messaging, particularly concerning twin enrollment, direct admissions, and transition pathways. A unified strategy strengthens the connection with the highschool and higher helps college students and households.
Thoughtfully handle counselor turnover to keep up continuity
Admissions places of work typically expertise greater workers turnover in comparison with different departments, which may disrupt relationships constructed over time with highschool companions. To maintain belief and continuity, new admissions counselors ought to deliberately acknowledge the prevailing relationship between the faculty and the highschool when introducing themselves. If applicable, referencing the identify of the earlier counselor or the date of the final go to gives context and reassurance that the establishment values the continued partnership. This small gesture helps counselors really feel acknowledged as key companions and makes the transition from one consultant to a different really feel seamless, holding the main focus the place it belongs: on supporting college students of their faculty journey.
The underside line
In case your establishment needs to succeed in college students, particularly those that want faculty planning steering and assist essentially the most, begin by valuing their counselors.
The info is obvious. The coed voices are loud. Counselors are the spine of faculty entry. Supporting them isn’t simply good observe, it’s the neatest transfer you can also make.
Don’t make counselors an afterthought. Make them the middle of your technique. The way forward for faculty entry runs proper by way of their workplace, so knock on their door and convey one thing precious to the desk.
To study extra about essentially the most impactful enrollment and advertising and marketing methods, download our report.
