Job Interviews: Illegal Questions

Editor's note: I asked Jason How, a professional enrollment strategist and Managing Director of Agency J, to answer some of my questions about achieving enrollment targets and related matters. ~Rob

1. My school's enrollment is declining. I can't afford a marketing professional. What should I do?

Understanding what a school means when it can't afford a marketing professional is essential. Here are some guiding questions:

• Does it mean that they don't have an in-house marketing person?
• Does it mean they can't afford to hire an extra pair of hands?
• If it can't afford to hire outside help, is it because the administration made certain assumptions about the cost of hiring a marketing professional?

Once we understand what the school means, the next thing is to clarify why their school's enrollment is declining. Each reason has its solution. Reasons include:

• Declining student age population within the geographical region.
• Growing competition due to:
  • New schools are popping up in the area.
  • Existing schools are expanding aggressively.
  • Deteriorating ratings and feedback about the school's programs lead to a rise in negative reviews and word-of-mouth, discouraging others from attending the school (true story).
• Over-reliance on a single marketing and enrollment source.

It's important to get clarity on the main reason for the decline because marketing is not a magic pill that can solve every issue.

If a school has a good reputation but happens to be located in an area with fewer student-age population, there is not much marketing that can be done. Parents are not going

What is a choir school? It is a private school serving the choristers of a cathedral, college or large parish church. The choristers can be boys or girls or boys and girls depending on the institution with which the school is affiliated. The United Kingdom enjoys a long history of this genre of private school. As the Choir Schools Association notes:

"Choir Schools are amazing places where young choristers enjoy learning and playing. Their work takes them into stunningly beautiful buildings on a daily basis. There is no better educational and musical training start for boys and girls aged seven years and up who love to sing."

Residential and day choir schools have seen a steady decline in their numbers since the 1950s for three reasons. Two devastating world wars in Britain drastically altered the social and economic landscape in that country. Changing values in modern society throughout the world have seen parents choose alternative forms of education for their children. Finally, the tremendous cost of educating children in a choir school has forced many sponsoring institutions to close their schools.

Why send your child to a choir school?

I remember a parishioner years ago asking me to support her son's application to Saint Thomas' Choir School. He was an only child and, frankly, she was the quintessential velcro mother. I was pleasantly surprised that they were keen on the residential choir school at Saint Thomas Church in New York City. It was a

I am assuming that your school is well-known within your local community. But what about beyond that community? Are you visible to families looking for a school like yours? How will they know that your school fits their specific requirements? Well, there are several things you can do to reach that critical pool of families and potential students.

The Invisible Stuff

SEO or Search Engine Optimization is a mystery to the uninitiated. It is one of those arcane sciences that webmasters everywhere must be aware of. Unfortunately, mentioning SEO for the rest of us prompts most of us to start reading emails and texting friends. It's all so technical. The truth is that good SEO can enhance your marketing efforts. It can make your school more visible to the audience which you are trying to reach. Weak or non-existent SEO will bury your site so that it is practically invisible. So, ignore SEO at your peril. At the least, get your arms around the basics so that you can supervise your web management and design team authoritatively.

This video explains what SEO is.

Some background

What is Search Engine Optimization? In its simplest terms, SEO is ensuring that your site's meta tags and content are optimized so parents and students can find your site easily when they type specific words into a search engine. For example, if you ask Google to show results

Choosing the right private school for your child is a lengthy process. I want you to achieve the success which you deserve without making these common mistakes other parents have made.

1. Choosing a school which is not a good fit

You know your child better than anybody. Never forget that as you begin theprocess of choosing a school for your child. As you look at school websites, don't be distracted by those beautiful, professionally-produced presentations. Schools will show you what they want you to see. That's not a bad thing; however, those websites may not necessarily address your specific needs and requirements. Many times during the process of researching schools you will receive false positives. It's hard not to be impressed by beautiful photos of a campus and its buildings, particularly if it is an older school with impressive grounds and architecture. But don't the cosmetics take your attention away from what is truly important, namely, the curriculum, the sports programs, and the extracurricular activities. Always be asking yourself "How does School X blend these three important components so that my child will benefit from attending this school?" As Geri Coleman Tucker wisely observes in 5 Mistakes Parents Make When Picking a School, "Sure, you want to pick a school that is clean and attractive, with all the newest technology. But remember that looks aren’t everything. Some schools might not have the latest and greatest equipment. But they have engaged and well-trained teachers