Developing Effective Recruitment Strategies for African American Men to Earn Alternative High School Credentials

Abstract

African American men have among the worst high school completion rates of any population in the United States. The consequences of dropping out of school are serious and include high levels of unemployment and incarceration. Attempts at recruiting these men to return to complete a high school credential have not been broadly successful, and the current study was designed to identify the best ideas and practices of recruiting African American men into high-school equivalency completion programs. Using a snowball-generated sample of eight adult education program directors, interviews were conducted to identify strategies and approaches for recruiting African American men. Ultimately, program directors comments resulted in three broad categories of successful recruitment: using personal relationships that connect with men where they are, strategically using social media and online resources that are directly targeted toward these men, and utilizing the relationships and support networks of African American church communities. Responding program directors also stressed the need to meet these men at the physical and psychological places where they are, recognizing that these points of contact can and will change as the men age and face different personal circumstances. The findings provide key information for high-school equivalency program directors as they construct purposeful recruitment plans that also include measures for assessing the effectiveness of their recruitment campaigns.