Key Responsibilities and Required Skills for University Specialist

🎯 Role Definition

The University Specialist is a mid-level higher education professional responsible for coordinating and executing core operational functions that support student recruitment, enrollment, academic program delivery, and student success initiatives. This role acts as a liaison between prospective and current students, faculty, and campus stakeholders to ensure seamless service delivery, accurate record-keeping, regulatory compliance (including FERPA), and measurable contributions to enrollment and retention goals.

📈 Career Progression

Typical Career Path

Entry Point From:

Admissions Counselor or Recruitment Coordinator
Academic Advisor or Student Services Coordinator
Program Coordinator, Outreach Specialist, or Administrative Assistant

Advancement To:

Senior University Specialist or Lead Enrollment Specialist
Assistant Director / Associate Director of Admissions or Enrollment Management
Director of Student Services or Manager of Academic Programs

Lateral Moves:

Student Affairs Coordinator
International Student Advisor
Recruitment & Outreach Manager
Data & Reporting Analyst (enrollment-focused)

Core Responsibilities

Primary Functions

Manage end-to-end admissions and enrollment processes for assigned programs, including application intake, eligibility verification, document collection, decision processing, and timely communication with applicants and faculty, ensuring alignment with institutional deadlines and yield strategies.
Serve as the operational lead for CRM systems (e.g., Slate, Salesforce) and student information systems (e.g., Banner, PeopleSoft), maintaining data integrity, developing queries, configuring workflows, and training end users to optimize recruitment and admissions pipelines.
Coordinate campus and virtual recruitment initiatives—plan, execute, and evaluate open houses, information sessions, yield events, high-school and community outreach, and recruitment travel; ensure materials, presentations, and follow-up communications are professional, consistent, and on-brand.
Provide personalized advising and case management to prospective and admitted students, answering complex questions about admissions requirements, program pathways, financial aid, scholarships, housing, and academic policies to support conversion and retention.
Develop and manage detailed admissions and enrollment reporting, forecasting, and analytics to inform recruitment strategies, measure funnel performance (inquiry-to-enrollment), and present actionable insights to leadership and academic units.
Administer scholarship, grant, and tuition remission programs—manage application processes, eligibility checks, award disbursement, compliance documentation, and reconciliation with financial services to guarantee accurate student billing.
Oversee student record management and data entry processes, audit files for completeness and FERPA compliance, process transcript evaluations, and ensure timely updates to the student information system and departmental databases.
Act as the primary liaison with faculty and program directors to coordinate admissions committees, schedule interviews, manage waitlists, collect committee feedback, and ensure equitable and transparent selection procedures.
Support international student admissions and onboarding by coordinating visa documentation, English proficiency verification, transcript credential evaluation, and pre-arrival orientations in partnership with international student services.
Lead the development and maintenance of recruitment and admissions content for web pages, program brochures, social media channels, and digital campaigns; collaborate with marketing to optimize messaging and improve SEO-driven inquiries and conversions.
Implement and refine process improvements and standard operating procedures (SOPs) for admissions, enrollment, and student services functions to increase efficiency, reduce cycle times, and enhance the applicant and student experience.
Coordinate orientation programs, student onboarding, and transition activities for new admits—manage schedules, recruit and train student staff, coordinate with campus partners (IT, housing, advising), and collect post-event feedback to improve future programming.
Manage budgetary and purchasing activities for recruitment and student services units, including vendor contracts, travel authorization, event expenses, and reconciliation, while maintaining adherence to institutional procurement policies.
Serve as a point of contact for accreditation and audit activities—collect and prepare documentation, respond to information requests, and support program reviews to maintain compliance with internal and external standards.
Lead or participate in diversity, equity, and inclusion recruitment initiatives to attract underrepresented student populations, build partnerships with community organizations, and implement culturally responsive communication strategies.
Supervise, mentor, and schedule student employees and temporary staff involved in recruitment events, data entry, and office operations; provide training, performance feedback, and workload planning.
Facilitate multi-channel communications (email campaigns, phone outreach, SMS messaging) to nurture applicant relationships, increase event attendance, and optimize conversion rates using CRM segmentation, A/B testing, and performance measurement.
Coordinate articulation agreements and partnerships with feeder institutions—manage transfer credit evaluation workflows, maintain pathway documentation, and collaborate on joint recruitment or pipeline programs to support transfer student success.
Conduct outreach to alumni, employers, and community partners to support recruitment, internships, experiential learning, and local placements; organize alumni-led events and volunteer recruitment for admissions activities.
Monitor regulatory and policy changes relevant to admissions, financial aid, student records, and immigration—update internal policies, train staff, and ensure institutional compliance across operational areas.
Lead ad-hoc project work such as implementation of new systems or modules, major process reengineering efforts, or pilot programs, coordinating cross-functional teams, timelines, and stakeholder communications to deliver projects on schedule.
Manage crisis or sensitive student situations by coordinating with counseling, campus safety, and academic units to ensure proper support, documentation, and follow-up while maintaining confidentiality and compliance.

Secondary Functions

Support ad-hoc data requests and exploratory data analysis.
Contribute to the organization's data strategy and roadmap.
Collaborate with business units to translate data needs into engineering requirements.
Participate in sprint planning and agile ceremonies within the data engineering team.

Required Skills & Competencies

Hard Skills (Technical)

CRM administration (Slate, Salesforce CRM for Higher Education) and campaign management.
Student information systems: Banner, PeopleSoft, Colleague, or equivalent SIS configuration and reporting.
Data reporting and analysis: experience with Excel (advanced functions, pivot tables), Google Sheets, SQL queries, and data visualization tools (Tableau, Power BI).
Admissions and enrollment operations: application systems, document tracking, decision workflows, and yield management.
Knowledge of federal and state regulations related to student records and privacy (FERPA) and basic financial aid principles.
Event planning and logistics management: budgeting, vendor coordination, registration platforms, and virtual event technologies (Zoom, Hopin).
Content management and basic SEO for higher education web pages; familiarity with CMS platforms and email automation tools.
Budget tracking, purchase requisitions, and vendor contract administration.
Experience with transcript evaluation, international credential assessment, and visa/documentation processes for international students.
Project management skills and familiarity with Agile or other project delivery methodologies.

Soft Skills

Outstanding written and verbal communication tailored to diverse audiences (prospective students, families, faculty, and external partners).
Strong stakeholder engagement and relationship-building skills across academic and administrative units.
High level of organization with the ability to manage multiple priorities, complex calendars, and tight deadlines.
Problem-solving mindset with attention to detail and commitment to data accuracy and process quality.
Cultural competency and ability to work effectively with diverse populations, including first-generation and international students.
Customer-service orientation, empathy, and the ability to de-escalate sensitive situations.
Team collaboration and change management skills to guide staff through process and system updates.
Analytical thinking and comfort interpreting data to inform operational improvements and strategic decisions.
Leadership and supervisory skills for managing student workers and coordinating cross-functional teams.
Adaptability and resilience in a fast-paced, cyclical higher education environment (peak recruitment and enrollment periods).

Education & Experience

Educational Background

Minimum Education:

Bachelor's degree in Education, Higher Education Administration, Public Administration, Business, Communications, or related field.

Preferred Education:

Master's degree in Higher Education, Student Affairs, Educational Leadership, Business Administration, or related discipline.

Relevant Fields of Study:

Higher Education Administration
Student Affairs / Counseling
Public Administration
Business Administration / Management
Communication / Marketing

Experience Requirements

Typical Experience Range: 2–5 years of progressively responsible experience in admissions, enrollment management, student services, academic operations, or related higher education roles.

Preferred: 3–7 years with demonstrated experience administering CRM and SIS systems (Slate, Salesforce, Banner/PeopleSoft), managing recruitment events, supervising staff, and producing enrollment analytics. Experience with international admissions, scholarship administration, or compliance/audits is a strong plus.