In the last few months, recruitment and retention have become a hot topic on my campus, as I imagine they have been elsewhere as well. This isn’t the first time I’ve run into this. At my former institution, retention was a big enough deal that annual salary increases were tied to achieving certain numbers: if the university didn’t retain a certain percentage of students, no one got raises that year. If they did, we’d get raises but the retention goal would be higher and more difficult to reach the next year.(1)
At that institution, retention was equated with customer service. The better customer service we gave, the more likely students would be to stay, or so it was thought. We were required to read Be Our Guest and to take regular trainings on the topics covered in the book. The only thing I have personally retained from those trainings is that you’re not supposed to say “no problem” when a customer asks you to do something because it implies that what they’re asking you to do might be a perceived as a problem and if you need to point (for example when giving campus tours, which we were encouraged to do), you should always point with two fingers instead of one and never with your left hand.(2) I have no idea if any of this actually contributed to recruitment or retention but the university sure did spend a lot of money on make sure it was taught to us.
My current institution has not gone quite so far in this direction yet but the increased focus on retention is definitely giving me flashbacks and making me a bit apprehensive about the future. It seems to me that the more emphasis institutions place on recruitment and retention, the more it comes at the expense of employees’ well-being because these efforts are always all stick and no carrot. If you can’t show that you’re contributing to recruitment and retention in a way that the administration considers satisfactory, your job and your entire program will be threatened.
The weird thing is that in principle, I fully support finding ways to increase recruitment and retention on campus and not just because I understand that more recruitment/retention means more money. I want students to be successful. More than that, I was a student here myself once upon a time. I had a great experience—so great that I came back to build a career here. I want our current students to feel the pride that I have for being a graduate of this institution. I love my campus.
And I think the current focus on students’ well-being is a good thing. Certainly there is a customer service aspect to these efforts but I like that, at least so far, we’re focusing on supporting students through what has been a very tumultuous couple of years. This is much more meaningful than teaching people to point with two fingers instead of one on a campus tour. (Or making faculty do campus tours in the first place. I will admit to being slightly elitist about this.)
But it’s hard to support students in this way when I don’t feel supported myself.
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