Using Non-Cognitive Assessment in College Recruiting: Applying Holland's Self-Selection Assumption

摘要: This article reviews Holland's theory and describes how it can be used to recruit prospective students. Two fictitious case studies illustrate postsecondary admissions departments use this improve their recruitment results. It will also explain the help counselors sell benefits of institution; specifically, student's interests, skills, abilities matched with values, roles, opportunities college environment. Institutions higher education are looking for new ways market themselves Marketing techniques such as segmentation, differentiation, promotion, positioning practiced regularly in students (Pate 1993). Many schools, especially more prestigious institutions, using branding strategies (Moore 2004). In addition, institutions utilizing enrollment management predictive modeling, tuition discounting, web-based strategies. vocational choice (Holland 1966,1973, 1985, 1997) is a popular tool by high school guidance career that attempts match careers and/or majors good fit them. applies different area: recruiting or university. The authors make recommendations representatives administrators about better target university, present limitations study suggestions future research. Theory Vocational Choice While serving personnel clerk World War II, John L. Holland discovered soldiers could classified into few types based on occupational histories, similar people tended attracted same jobs (Weinrach Srebalus 1990). After war, began classification system doctoral student at University Minnesota continued refine his thoughts instructor counselor Western Reserve 19505 (Savickas Gottfredson 1999). Later, while working National Merit Scholarship Corporation, (1959) published first rendition choice. During 19605, he served vice president research American College Testing (ACT) program (American 20040; ACT, associates refined developed aspects theory, including hexagon interest inventories, which were precursors inventory (UNIACT) being considered article. INDIVIDUALS: THE SIX PERSONALITY TYPES argued person's personality develops through interaction between biological environmental factors. Factors heredity, activities, competencies, disposition interact environment, resulting development her personality. postulate states there six types: Realistic (R), Investigative (I), Artistic (A), Social (S), Enterprising (E), Conventional (C). A short summary offered next. 'R' type prefers occupations situations entail hands, tools, machines, technology. person averse intellectual educational pursuits has relatively low self-esteem. have narrow range interests possess very closed beliefs values. problem solving, prefer practical structured solutions. T activities ideas, observing, understanding, controlling processes. …