La Familia: Five Ways Institutions Can Support Hispanic Families  

Hispanic families in the United States encounter various challenges stemming from a complex interplay of socioeconomic, cultural, and structural factors. These challenges, including education, employment, healthcare, and overall well-being, can significantly impact their lives and intrinsically affect their ability to help their children with college planning.  

Hispanic students often face disparities in educational attainment. Research indicates that Hispanic students are more likely to attend underfunded schools with fewer resources, resulting in limited access to quality education. Language barriers and a lack of culturally sensitive curricula can further impede academic success, leading to lower graduation rates and reduced opportunities for higher education (Suárez-Orozco et al., 2010). 

Hispanic families experience higher levels of economic inequality compared to other ethnic groups. Limited access to well-paying jobs and discriminatory hiring practices can lead to financial instability. The wage gap persists, with Hispanic workers earning less than their White counterparts for similar work, hindering their ability to build wealth and provide for their families (Chapa & De Anda, 2017). 

Many Hispanic families grapple with the challenges associated with immigration status. Undocumented immigrants face a constant threat of deportation, which can lead to family separation and heightened stress. Mixed-status families, where some members are citizens or legal residents while others are undocumented, experience unique challenges in accessing services and benefits (Crosnoe et al., 2019).

These factors, and many more, affect their daily lives and their ability to, in many cases, provide the needed support during college planning.

College planning can be particularly challenging for Hispanic students and their families due to various factors such as cultural differences, language barriers, and limited access to information about higher education opportunities. To address these challenges, it is crucial to implement strategies that provide tailored support to ensure equitable access to higher education. 

According to our 2022 Marketing and Recruitment Practices for Undergraduate Students, only 31 percent of private, 56 percent of public, and 32 percent of two-year institutions have specific strategies for recruiting and engaging Hispanic students. The next study will be released in the summer of 2024, and we eagerly anticipate the response to this question.

Does your institution have communications for students and families in Spanish?

Our 2023 Prospective Family Engagement Report showed that all families, regardless of income, educational attainment, or ethnicity, wanted the same information regarding college admissions/planning. The need for information equalized families! We also have learned that Hispanic families are even more interested in receiving information from institutions. When looking at open and click rates to parent communications, Spanish-speaking families had an email open rate 10 points higher than the average and click rate 12-points higher (CampusESP engagement data, 2023).

Not surprisingly, access to crucial information topics (such as admission requirements, cost, financial aid requirements, and process) varied greatly depending on those same demographics. In every case, families of color, lower-income, and first-generation families were more likely to respond they had not seen or received information about the most critical topics in college planning. There is an evident inequality in the access to college planning information that needs to be addressed.  

Five strategies that can strengthen college planning with Hispanic families 

1. Make a push during 12^th grade

The last year of high school is a key year for students and a great opportunity to make an enrollment connection with students from Hispanic families. Institutions need to offer workshops and informational sessions designed to address the needs and concerns of Hispanic families with students in 12^th grade early in the year, emphasizing the value of education and the benefits of pursuing higher education. These workshops need to continue throughout the year, even through the summer, as some of these families and their students may not have started to seriously consider college as an option until after high school graduation.  

2. Make sure you have bilingual resources 

As mentioned earlier, Hispanic families are even more likely to open and read communications from colleges. That makes a strong case for colleges and universities to make sure they have recruitment and parent communications in Spanish. Providing bilingual resources, including informational materials, websites, and communication channels, can bridge the language gap and ensure that students and their families can access crucial information about the college admissions process. Explore the various technological resources available that can make creating/translating resources into Spanish much easier today.

3. Build enrollment pipeline with Hispanic students through community partnerships 

Collaborating with local Hispanic community organizations can foster a sense of trust and familiarity, as these organizations often understand the unique challenges Hispanic students face. By partnering with these groups, colleges can provide workshops, mentoring programs, and resources that cater to the specific needs of Hispanic families.

4. Provide clear and transparent financial aid guidance 

Comprehensive information about financial aid options, scholarships, and grants is essential to alleviate the financial concerns that often deter Hispanic students from pursuing higher education. Providing workshops on filling out the FAFSA and connecting families with financial aid advisors can ensure that finances are not a barrier to entry. Make sure that your information is clear, free of jargon, easy to understand, and has deadlines specifically listed. You also should convey the benefits of an education to Hispanic families so they see the cost of college as an investment in the future of their students.

5. Offer personalized counseling with counselors who are equipped to serve Hispanic families

Assigning dedicated admissions counselors knowledgeable about the challenges Hispanic students face can offer personalized guidance throughout the application process. These counselors can provide support, answer questions, and address concerns, fostering a stronger connection and motivation for Hispanic students.

Find out how you can make stronger connections with Hispanic families during the college search process

RNL Student Search to Enrollment incorporates family engagement because they are the strongest enrollment influencers with students. We can help you make strong connections with Hispanic families as part of your student recruitment campaigns. Reach out today and we can set up a complimentary consultation.

References 

Chapa, J., & De Anda, D. (2017). Economic Inequality Among Latinos: Effects on Family Well-being and the Importance of Work-Family Balance. Hispanic Journal of Behavioral Sciences, 39(1), 5-27. 

Crosnoe, R., Cavanagh, S. E., & Elder, G. H. Jr. (2019). Families, Immigration, and the Pathways of School Success among Mexican Americans. In The Oxford Handbook of Poverty and Child Development (pp. 437-455). Oxford University Press. 

Derose, K. P., Bahney, B. W., Lurie, N., Escarce, J. J., & Wang, M. C. (2009). Review: Immigrants and Health Care Access, Quality, and Cost. Medical Care Research and Review, 66(4), 355-408. 

Lorenzo-Blanco, E. I., Unger, J. B., Baezconde-Garbanati, L., Ritt-Olson, A., & Soto, D. (2019). Acculturation Stress, Depressive Symptoms, and Maternal Support Among Adolescents of Mexican Immigrants. Family Relations, 68(5), 540-554. 

Suárez-Orozco, C., Gaytán, F. X., Bang, H. J., Pakes, J., O’Connor, E., & Rhodes, J. (2010). Academic trajectories of newcomer immigrant youth. Developmental Psychology, 46(3), 602-618.