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Colleges Adjust Recruiting Strategies to Engage Growing Hispanic Population

RIVER FOREST, Ill. — As Jacqueline Quintero explored her college options during high school, she noticed a striking trend among the institutions she considered.

“It’s hard to admit, but they all felt overwhelmingly white,” Quintero, whose family immigrated from Mexico, reflected. “I never sensed that I truly belonged.”

This changed when she attended a reception for admitted students at Dominican University, located in the suburbs of Chicago. One of the factors that influenced her decision to enroll was the availability of information in both English and Spanish.

“My parents were finally able to ask questions in their own language,” Quintero shared, now a junior aspiring to enter law school. “I’ve translated for them all my life, and it brought me to tears.”

This seemingly simple adjustment is part of a larger strategy that has contributed to Dominican University’s nearly 25 percent enrollment increase since 2021. During a period when similar institutions have grappled with declining enrollment amid a shrinking high school graduate population, Dominican has effectively tapped into a growing demographic: Hispanic high school graduates like Quintero.

Historically, colleges and universities have not excelled in attracting Hispanic students, but this trend may be rapidly changing as institutions adapt to shifting demographics.

“The population makeup in the U.S. is evolving, and higher education must evolve with it,” said Glena Temple, president of Dominican University.

Reflecting this shift, Quintero remarked with a smile, “Now they need us.”

Changing Demographics in Education

While projections indicate a decline in the number of white, Black, and Asian high school graduates by 2041—by 26 percent, 22 percent, and 10 percent, respectively—the number of Hispanic high school graduates is expected to increase by 16 percent, according to the Western Interstate Commission for Higher Education.

As reported by the National Center for Education Statistics, nearly one in three students in K-12 education is Hispanic, compared to fewer than one in four just ten years ago. The percentage of Hispanic students is notably higher in states like California (56 percent), Texas (53 percent), and Florida (38 percent).

This demographic shift underscores the growing significance of Hispanic students, many of whom are descendants of immigrants or are immigrants themselves. Yet, despite the increasing number of Hispanic graduates, the percentage of this group pursuing higher education has been declining.

Challenges such as financial constraints, immediate workforce needs, and a lack of familial college experience contribute to this trend, further complicated by political opposition to diversity initiatives designed to support these students.

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The Pressure to Diversify

Deborah Santiago, CEO of Excelencia in Education, noted that higher education institutions could attract students in the past without prioritizing Hispanic engagement. “That’s no longer viable,” she stated.

This need for increased engagement is particularly pressing in areas with high Hispanic populations, such as the largest school district in metropolitan Kansas City, where 58 percent of students are Hispanic. Greg Mosier, president of Kansas City Kansas Community College, has responded to this shift by promoting job-oriented education in Spanish-language media.

Addressing the needs of this growing demographic is not merely a matter of filling seats in classrooms; it has broader implications for the national economy. With an estimated 43 percent of jobs requiring at least a bachelor’s degree by 2031, a decline in college graduates could trigger a significant labor shortage in essential sectors, potentially diminishing the workforce’s ability to sustain social security and other benefit programs.

“As the Baby Boomer generation retires, a smaller younger population will need to support a growing older demographic,” said Michael Collins, vice president at the Center for Racial Economic Equity at Jobs for the Future. “If colleges don’t broaden their outreach, including by facilitating pathways for Hispanic Americans to secure higher-paying jobs, we’re looking at a troubling future.”

Barriers to Enrollment

Despite the imperative to enroll and assist Hispanic students, recent policy changes have made efforts more complicated. For example, Florida eliminated in-state tuition for undocumented students earlier this year, a policy that previously benefitted many Hispanic individuals. Other states are contemplating similar measures, and the education department’s interpretation of the recent Supreme Court ruling regarding admissions has raised concerns among institutions seeking to support diversity efforts.

Although most recruitment programs aimed at Hispanic students are designed to assist viable candidates universally, experts emphasize that the absence of targeted outreach could prevent effective engagement with this demographic, which is characterized by unmet financial needs and lower graduation rates.

Currently, Hispanic students face hurdles such as lower median household incomes, which can make higher education appear financially unattainable. A significant proportion of these students leave community colleges with unmet financial needs, thus forcing many into the workforce.

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In fact, many Hispanic students are working part-time as they study, a situation which research indicates can hinder graduation rates. “In the Hispanic community, there’s an expectation for students to contribute financially to the family shortly after high school,” stated Steve Kerge from Spark451, a firm focusing on enrollment strategies. “It’s crucial to communicate the long-term financial benefits of college to their families.”

Eddie Rivera’s experience exemplifies this challenge. After graduating from high school in North Carolina, Rivera felt that college wasn’t a viable option due to a lack of guidance from his counselor. Following cultural expectations, he found work instead. Eventually encouraged by colleagues, Rivera, who has DACA status, pursued higher education, leading him to Dominican University.

Dominican University: A Model for Inclusion

Founded in 1922, Dominican University has a rich tradition of educating children of immigrants. The institution has actively redefined its approach to better serve today’s diverse student body, reflected in campus initiatives that celebrate Hispanic heritage.

Recent measures have included bilingual tours and comprehensive support services for families navigating healthcare, housing, and financial barriers. The university has also launched a satellite campus in Chicago’s Pilsen neighborhood, offering practical two-year associate degrees tailored to the local population.

These efforts have significantly increased the percentage of Hispanic students at Dominican, now making up nearly 70 percent of the undergraduate body. “We focus on community and family engagement because for many, education is a family decision,” said Gabe Lara, vice president of student success and engagement.

As other institutions look to follow Dominican’s lead, Temple advises that genuine commitment goes beyond mere enrollment figures. “Many universities inquire about our strategies, but they need to understand that it requires a multifaceted, dedicated approach,” she said. “It’s about creating an environment that fosters true belonging.”

As the landscape of higher education continues to change, the ability of universities to embrace and support Hispanic students will be pivotal in shaping not only individual futures but the broader economic fabric of the nation.

“Addressing the needs of these students is not just about their background; it’s a crucial investment in our collective future,” asserted Genaro Balcazar, Dominican’s chief operating officer.

This article examines the evolving dynamics of higher education, particularly in relation to Hispanic student enrollment. For more insights on educational equity, stay informed through our ongoing coverage.

Source
hechingerreport.org