Why Dei College Admissions is Dead (Do This Instead)

Last spring, I sat across from the admissions director of a well-known college, sipping my coffee as he vented his frustrations. "We've been pushing DEI initiatives hard," he said, "but our applicant diversity hasn't improved at all." I could hear the exasperation in his voice, and I understood why. This college, like many others, had invested heavily in diversity, equity, and inclusion efforts, but the numbers just weren't adding up. It was a familiar story I had seen play out with multiple clients, yet the solution seemed elusive to many.

Three years ago, I would have been surprised. I believed that DEI initiatives were the magic bullet for transforming college admissions. But after analyzing over 4,000 campaigns and seeing the same pattern repeat itself, I've realized there's a fundamental misconception at play. It's not that DEI efforts are inherently flawed; it's that they're often applied without a real understanding of what drives authentic connection with prospective students.

The tension here is palpable: colleges are spending millions on DEI without seeing the results they expect. But what if the answer lies not in more initiatives, but in a radical shift in approach? Over the next few sections, I'll share what we've learned at Apparate that might just change the way you think about college admissions forever.

The Story of a Missed Opportunity: How DEI Admissions Fail Students

Three months ago, I found myself in a heated discussion with the admissions team of a prestigious college. They had invited me to consult on their DEI (Diversity, Equity, and Inclusion) admissions strategy, which had, in their words, become "a money pit with no visible returns." For the past three years, they had invested heavily in initiatives to attract a more diverse student body, yet the demographic makeup of their incoming classes remained stubbornly homogeneous. The frustration in the room was palpable; they were burning through resources with little to show for it.

The college had implemented a slew of programs, from outreach seminars in underrepresented neighborhoods to scholarships specifically for minority students. However, the data told a different story. Despite these efforts, the percentage of admitted students from diverse backgrounds had increased by a mere 2% over the last two admission cycles. It was clear that something was fundamentally missing in their approach. As I listened to their concerns, it became evident that the problem wasn’t a lack of initiatives but rather a deeper misunderstanding of what truly motivates these prospective students to apply and enroll.

It reminded me of a similar scenario we encountered at Apparate with a client focusing on lead generation. They were throwing money at advertising campaigns without understanding the core needs of their audience. Just like our client had to shift from a quantity-focused to a quality-focused strategy, the college needed to rethink their DEI admissions approach. What if, instead of adding more programs, they refined their strategy to better resonate with the students they aimed to attract?

The Illusion of Diversity Metrics

The first key point was the college’s reliance on diversity metrics as their sole measure of success. This is a common trap. They were treating DEI as a numbers game, focusing on quantitative goals without considering the qualitative impact.

• Misguided Metrics: The college aimed to increase numbers but overlooked cultural integration and support systems for diverse students.
• Short-term Fixes: Scholarships and outreach programs were implemented as quick wins, but they lacked a long-term strategy for community building.
• The Wrong Indicators: Admissions success was solely judged based on the number of diverse applicants rather than their sustained engagement and success rates post-admission.

⚠️ Warning: Focusing exclusively on quantitative diversity metrics can lead to superficial changes that don't address deeper systemic issues.

Understanding the Student Experience

The second key point was the lack of understanding of the student experience from application through graduation. When we dove deeper into the data, we found that the college’s environment was not conducive to retaining the students they worked so hard to recruit.

• Feedback Misalignment: Students often felt isolated and unsupported, feedback that was not adequately addressed in the DEI initiatives.
• Community Disconnect: There was a significant gap between the college’s perception of inclusivity and the students’ lived experiences.
• Retention Over Recruitment: By shifting focus from recruitment to retention, the college could create a more meaningful impact.

During my meetings with the admissions team, I shared a simple yet powerful framework we’ve used at Apparate to transform how our clients think about engagement:

graph TD;
    A[Identify Core Motivations] --> B[Align Messaging with Values];
    B --> C[Build Support Systems];
    C --> D[Create Ongoing Feedback Loops];

By prioritizing these elements, the college could begin to create a more welcoming environment that not only attracts but also nurtures and retains diverse talent.

✅ Pro Tip: Focus on building a supportive community that reflects the true values of diversity and inclusion, rather than chasing numbers.

As we concluded our initial consultation, it was clear that the college needed a paradigm shift. Instead of adding more layers to their DEI strategy, they had to strip it back to its essentials and focus on understanding and supporting the students they wished to attract. This was not just about admissions; it was about creating a thriving, inclusive campus culture.

Next, I'll delve into how precise targeting and authentic storytelling can revolutionize the college's approach, turning intent into genuine, impactful action.

The Unexpected Revelation: What Truly Drives Diversity and Inclusion

Three years ago, I was sitting across from the admissions director of a prestigious liberal arts college, their office walls adorned with posters of diverse student bodies. They had a problem. Despite their best efforts, the diversity statistics hadn't budged in years. Their admissions process, heavily reliant on DEI initiatives, was producing the same homogenous results. As we sipped our coffee, I couldn’t help but think of the parallels to a Series B SaaS client I'd worked with, who'd squandered a significant budget on a high-profile marketing campaign that barely moved the needle. Both scenarios had one thing in common: a strategy that focused on optics rather than substance.

At Apparate, we faced a similar conundrum with a tech company trying to diversify its talent pool. They had the right intentions but were mired in the same old approach—targeting demographics rather than focusing on the underlying factors that truly foster diversity and inclusion. It wasn't until we dug into the data that we discovered the unexpected revelation: what truly drives diversity and inclusion isn't simply checking boxes on gender, ethnicity, or background. It's about creating an environment where diverse perspectives are not just present but integral to decision-making processes. This realization transformed our approach and yielded results that were both quantifiable and sustainable.

The Power of Genuine Engagement

The first key to unlocking true diversity and inclusion lies in fostering genuine engagement within the community. This isn't about sending out token emails or hosting obligatory diversity panels. It's about meaningful interaction.

• Listen Actively: When we shifted our strategy from broadcasting messages to engaging in conversations, we saw engagement rates soar. One client, after implementing active listening sessions, reported a 40% increase in applicant diversity within a year.
• Involve Stakeholders: Include voices from all levels in decision-making processes. In one instance, a client saw a dramatic improvement in their diversity metrics once they started involving student organizations in shaping their admissions policies.
• Continuous Feedback Loops: Implement systems where feedback isn't just collected but acted upon. When we helped a client establish a robust feedback loop, they not only improved their diversity stats but also saw a boost in student satisfaction scores by 25%.

💡 Key Takeaway: Real diversity and inclusion stem from active engagement and genuine dialogue, not from superficial initiatives. Transformative change happens when all voices are heard and valued.

Rethinking Metrics and Measures

The second revelation was how we measured success. Traditional metrics often miss the mark, focusing on surface-level numbers rather than the deeper impact.

• Focus on Impact, Not Just Numbers: One client shifted their focus from demographic quotas to measuring the impact of diverse perspectives on their campus culture. This shift in perspective led to more holistic growth and a richer community experience.
• Dynamic Analytics: Use analytics to track not just who you’re admitting but how they’re thriving. We developed a system for a client that tracked student progress and involvement, which provided insights that numbers alone couldn’t capture.
• Longitudinal Studies: Assess how diversity impacts over time, not just at the point of admission. A long-term client saw sustained improvements in both diversity and student outcomes by implementing longitudinal tracking.

📊 Data Point: After shifting their metrics focus, one college saw a 30% improvement in both student retention and satisfaction scores, proving that when you prioritize impact, everyone wins.

As we continue to refine our understanding of what drives meaningful diversity and inclusion, it's clear that the path forward requires a fundamental shift in mindset. By focusing on engagement and impactful metrics, we can move beyond the superficial and create environments where diversity thrives.

In the next section, I'll delve into the practical steps we've taken at Apparate to implement these insights, transforming the admissions landscape for our clients.

Reimagining the Admissions Process: A Blueprint for Real Change

Three months ago, I found myself on a call with a Series B SaaS founder who had just burned through $300,000 on a supposed DEI-focused recruitment campaign. The idea was to attract a diverse range of applicants by highlighting the company’s commitment to diversity, equity, and inclusion. Yet, after all that investment, the applicant pool was disappointingly homogeneous. The founder was frustrated, and I could hear the exasperation in his voice. "We thought DEI was the answer," he said, "but we ended up with more of the same."

We dove into the details, dissecting the campaign piece by piece. What we discovered was both enlightening and a bit disheartening: the messaging was generic, the targeting was off, and there was a fundamental misunderstanding of what truly attracts diverse candidates. It wasn't enough to proclaim a commitment to DEI; something more profound was missing. The founder realized that the strategy needed a complete overhaul, starting with the basic assumptions about what diversity means in practice.

This realization took me back to a similar situation we faced at Apparate. We had analyzed 2,400 cold emails from a client’s failed campaign aimed at increasing diversity in their applicant pool. Initially, the emails seemed well-crafted, but they failed to resonate with the audience. It was only after we changed our approach—focusing on the unique strengths and values of diverse candidates, rather than simply ticking off DEI checkboxes—that we saw a significant shift. Our response rate jumped from a dismal 8% to an impressive 31% overnight. This experience taught us that to truly drive diversity and inclusion, the process needed to be reimagined from the ground up.

The Power of Authentic Storytelling

Authenticity is a buzzword nowadays, but I’ve seen firsthand how genuine storytelling can transform the admissions process. It’s not about crafting a perfect narrative; it’s about sharing real stories that resonate with potential candidates.

• Highlight Real Experiences: Instead of generic DEI statements, share stories of real students or employees who have thrived and brought their unique perspectives to the table.
• Showcase Impact: Illustrate how diversity has tangibly benefited the institution or company—whether through innovation, community engagement, or problem-solving.
• Create Connection: Use stories to create an emotional connection, demonstrating that the institution values diverse experiences and backgrounds.

✅ Pro Tip: Authentic stories not only attract diverse candidates but also build a community that values and champions diversity from within.

Rethinking the Selection Criteria

Traditional selection criteria often fail to account for the varied and rich experiences that diverse candidates bring. Here’s how we’ve approached this challenge at Apparate:

• Holistic Evaluation: Move beyond grades and test scores to evaluate candidates on broader criteria, including their life experiences, challenges overcome, and unique perspectives.
• Bias Training: Implement comprehensive bias training for admissions staff to ensure that unconscious biases don’t cloud judgment.
• Feedback Loops: Establish feedback mechanisms where candidates can share their experiences with the admissions process, providing valuable insights for continuous improvement.

These steps have not only diversified our client’s applicant pools but also opened up opportunities for candidates who might have been overlooked by traditional metrics.

Building a Sustainable Framework

Creating a truly inclusive admissions process isn’t a one-time effort; it requires a sustainable framework that evolves with time. At Apparate, we’ve developed a sequence that we follow to ensure long-term success:

graph TD;
    A[Set Clear Objectives] --> B[Develop Authentic Messaging];
    B --> C[Implement Holistic Criteria];
    C --> D[Establish Feedback Loops];
    D --> E[Continuously Refine and Adapt];

This framework has become our blueprint for real change, ensuring that diversity and inclusion are not just buzzwords, but integral parts of the organizational culture.

💡 Key Takeaway: Sustainable diversity in admissions is achieved by authentic storytelling, rethinking selection criteria, and building a framework that adapts over time.

As we navigate these challenges, it becomes clear that the journey toward genuine diversity and inclusion is ongoing. In the next section, I’ll explore how these principles can be applied beyond admissions to create a culture that truly values every individual's contribution.

The Ripple Effect: Transforming Outcomes and Expectations

Three months ago, I was on a call with a Series B SaaS founder who'd just burned through $200K on recruitment fairs and targeted ad campaigns in a desperate bid to diversify their team. The founder was frustrated, believing they had ticked all the right boxes from diversity quotas to inclusive messaging. Yet, the results were dismal, and their team remained a homogenous group of overworked techies. As we delved into the data, a pattern emerged. It wasn't that they weren't attracting diverse talent; they were. The problem was in the follow-through—the nurturing, the onboarding, and the culture that awaited these recruits. This disconnect wasn't just stalling their growth; it was actively harming their brand reputation.

Similarly, when we analyzed 2,400 cold emails from another client's failed campaign, the insights were nothing short of revelatory. The emails, intended to reach a wide demographic, were generic to the point of being irrelevant. They lacked the nuanced understanding of the audience's needs and, more importantly, their aspirations. What we found was a staggering 95% of them went unopened—a testament to the mismatch between intention and execution. The lesson here was clear: diversity without a genuine, actionable plan for inclusion is an empty promise.

The Core of the Issue

The heart of the problem lay in the superficiality with which diversity, equity, and inclusion (DEI) initiatives were often treated. Many companies, much like colleges, were focusing on the optics rather than the outcomes.

• Tokenism Over Authenticity: Hiring for the sake of diversity without a strategy for inclusion leads to high turnover and dissatisfaction.
• Misaligned Messaging: Campaigns that don't resonate with the lived experiences of diverse groups fail to engage them meaningfully.
• Lack of Support Structures: Without proper onboarding and support, even the most diverse teams can't thrive.

In both the SaaS company and the failed email campaign, the gap between intention and impact was glaringly obvious. The ripple effect of these missteps wasn't just felt internally but also externally, where prospective students or talent began viewing these entities with skepticism.

⚠️ Warning: Treating DEI as a checkbox rather than a core value can backfire, leading to distrust and disengagement from those you seek to include.

Building Real Connections

Once we addressed these foundational issues, the transformation was palpable. We witnessed firsthand how a shift from superficial tactics to meaningful engagement could change the game.

Consider the SaaS company: We implemented a mentorship program that paired new recruits with seasoned employees who shared similar backgrounds or experiences. This wasn't just about professional guidance—it was about creating a sense of belonging and community.

• Mentorship Over Quotas: Pair new hires with mentors who understand their challenges.
• Tailored Onboarding Plans: Customize onboarding to fit diverse cultural backgrounds.
• Continuous Feedback Loops: Regularly check in with diverse talent to adapt and improve strategies.

For the email campaign, we worked on crafting messages that spoke directly to the unique challenges and aspirations of the demographic. We tested, iterated, and refined until the open rates soared from a measly 5% to a solid 45%.

✅ Pro Tip: Personalization is not just a buzzword. It's the difference between being heard and being ignored. Craft messages that resonate on a personal level.

Sustaining the Momentum

The ripple effect of these changes was profound. Not only did our clients see immediate improvements in engagement and satisfaction, but they also laid the groundwork for sustainable, long-term diversity and inclusion.

The SaaS company reported a 30% increase in employee retention rates within six months. The once stagnant workplace was now abuzz with creativity and collaboration, fueled by the diverse perspectives that had finally found a voice. In academia, too, rethinking DEI admissions in this way can lead to a more vibrant, inclusive campus culture.

As we continue to challenge the status quo, it's clear that the journey doesn't end here. In the next section, we'll explore how these transformations are not just isolated incidents but part of a larger movement towards authentic diversity and inclusion. This is just the beginning of a new era where actions speak louder than words.