Date

8-20-2026

Department

School of Education

Degree

Doctor of Philosophy in Higher Education Administration (PhD)

Chair

Mona Fazzina

Disciplines

Higher Education

Abstract

The purpose of this hermeneutic phenomenological study was to examine the influence that individualized, student-centric, transformative recruitment and communication efforts had on university student choice for nontraditional students at a private four-year university. The theory guiding this study is Bronfenbrenner’s ecological systems theory, as it explains how an individual’s environmental system and contexts influence their human development and decision making, and how these developments can be seen as predictors of student choice, retention, academic preparedness, and performance. This hermeneutic phenomenological study was conducted through interviews, focus groups, and reflective writing prompts with 10 nontraditional students at a private, four-year university. Participants answered questions about their recruitment and enrollment experiences, both positive and negative, in order to understand the factors that contributed to their university choice. The analysis shows that personalized outreach, empathetic communication, and authentic rapport were central to participants’ enrollment decisions. Nontraditional students emphasized the importance of flexibility, rapport, and feeling seen as individuals in their enrollment conversations. These findings highlight how intentional, student-centric enrollment strategies can foster trust and belonging, ultimately influencing nontraditional student choice and persistence.

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