Talk College To Me: The Use of Equitable Language in Student Recruitment
Abstract
The field of student affairs plays a critical role in the higher education experience. The work done by student affairs professionals helps students begin a lifetime journey of growth and self-exploration (National Association of Student Personnel Administrators, n.d.). An important part of being a student affairs professional is promoting and encouraging respect for the diverse communities served by our respective institutions. The purpose of this study is to explore the use of language in the recruitment process of special programs such as the Fresno State Outreach and Special Programs office. The study seeks to answer the research question, how does the language utilized in recruitment materials impact students who may apply for a particular program? The goal is to offer recommendations for more equity-minded recruitment practices. The study finds that the Fresno State Outreach and Special Programs office utilizes the six equity-mindedness practices of the USC Equity Web Scan Tool.