Home News Capturing the Untapped Market: Skeptical Enrollees – Burning Glass Technologies

Capturing the Untapped Market: Skeptical Enrollees – Burning Glass Technologies

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Over one-third of all adults have taken work-related classes or training in the last 12 months. With nearly 250 million adults in the United States, that means there are 89 million adults actively pursuing education opportunities to advance their careers. That’s a huge pool of potential students – more than five times the number of students currently enrolled in postsecondary institutions.

However, these adult learners have many options to choose from, including employer training, online courses, and other short-term programs. How can you get more working learners to enroll in your institution’s postsecondary programs for their work-related learning needs?

In a recent report, EAB identified one type of working learner that represents a significant growth opportunity for higher education: the skeptical enrollee. As described by EAB, the skeptical enrollee is a prospective student who already has a particular program in mind but needs to see the tangible career benefit before applying to a postsecondary institution. In other words, they want to know there will be a solid return on their investment.

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