Old Bay, New Way: Seasoning Graduate Recruitment for Success Through Structural Change

Please provide a one-paragraph overview of the session.‎ (200 words or less): What happens when graduate admissions is built inside an undergraduate-focused structure — and then must carve out its own identity? This session explores Towson University’s journey from establishing its first dedicated graduate recruitment team to navigating a major institutional realignment. In 2023, Towson expanded graduate admissions from a primarily operations-focused function into one that included professional recruiters for the first time. Just one year later, the unit split from University Admissions to report directly to the Office of Graduate Studies, a critical step toward a full Graduate School model. Through all of these changes, one element remained steady: the structure and foundation of the graduate admissions/recruitment team. The year spent under the undergraduate admissions umbrella proved unexpectedly valuable, highlighting what doesn’t work — such as the pressure to collaborate with undergraduate recruiters, when in fact the greater need was closer collaboration with marketing and communications. That insider knowledge has since been leveraged with program directors, most of whom barely noticed the structural shift because of the strong foundation established early. Attendees will learn how stability within a newly built team can provide continuity through upheaval, and how to transform lessons from misalignment into strategies for long-term success.

Session Agenda/Outline (200 words or less): Welcome & Framing
Why graduate admissions often struggles when housed under undergraduate models.

Towson’s starting point: operations-only structure.
Building a Recruitment Team from Scratch

Hiring recruiters with diverse backgrounds.

Establishing territories and specialties.

Creating continuity and culture amid change.

The Undergraduate Year: Lessons from Misalignment
Collaborating with undergraduate recruiters vs. true partners in marketing/communications.

What we learned about structural fit and function.

Structural Realignment & Continuity
Transition to the Office of Graduate Studies.

Why program directors barely noticed the upheaval: the power of an early foundation.

Systems, Tools, and Communication
CollegeNet, Salesforce, PeopleSoft — navigating multiple platforms.

Structured communication with program directors (weekly updates, monthly sessions).

Leading Through Change
Staff development, team culture, and recognizing incremental success.

Building momentum toward a Graduate School model.

Thank you and Questions
Attendee reflections, questions, and comments.