Identification Inducement Strategies used by North Dakota State University to Recruit and Retain Multicultural Graduate Students

Abstract

The desire to attract an increasing number of minorities is pushing institutions of higher learning to brand themselves and communicate with students in ways that ensure their identification with the institution. Students' identification with an institution is one way to increase their enrollment numbers at the institution. This study was interested in determining whether NDSU's Graduate School and Office of Multicultural Programs used Cheney's (1983a) organizational identification inducement strategies in their recruitment and retention material that targeted multicultural graduate students. A closed coding textual analysis was used to analyze the material. Three of the four strategies were present in the analyzed communication material. Results are discussed in terms of key findings and practical implications for NDSU and other institutions that are interested in increasing their enrollment numbers of multicultural graduate students.