Want to enroll more veterans? Start by removing these 3 barriers.

Many institutions say they want to better serve service members, veterans, and their families, but few have examined the barriers embedded in their own processes. More intentional recruitment of military students provides a concrete way to expand access, strengthen institutional mission and brand, and tap into a new source of domestic students. 

In a recent episode of Office Hours with EAB, I sat down with Sydney Mathes, CEO of Service to School, a nonprofit that provides free undergraduate and graduate admissions support to veterans and service members. 

I came away from our conversation with a clearer understanding of three common barriers that shape whether a military student chooses your institution or decides to look elsewhere.

Barrier #1: Obscure admissions and transfer policies

In our latest survey of more than 8,000 graduate and adult learners, university websites emerged as a key resource in students’ enrollment decisions. Nearly all respondents reported visiting the websites of the schools they are considering. They are most often trying to find admissions requirements and processes, alongside information on programs offered and cost.

For military students, clear information on your website can impact their enrollment process even more directly. Many bring joint service transcripts, military training credits, and coursework completed while on active duty. Yet institutions apply inconsistent rules when determining policies such as:

Too often, this information is buried, vague, or spread across multiple webpages — but prospects only spend an average of 90 seconds on a university webpage and are unlikely to dig for the information they need. Institutions that clearly outline admissions pathways, transfer evaluation processes, time to degree expectations, and financing options build trust early and reduce melt later. 

From my conversations with university leaders, here are strategies I have shared to help them enroll adult learners more effectively:

• Clearly answer common student questions up front: If students have to click through multiple pages on your website to determine how military transcripts are evaluated or whether they apply as a first year or transfer student, you have already created friction.
• Make cost and financing information easy to find: Transparent communication about total cost, time to completion, and GI Bill alignment builds trust earlier in the funnel.

Barrier #2: Housing and campus policies built for 18-years-olds

Many military students are not traditional age undergraduates. Many adult learners have spouses, children, or other dependents, and some may even relocate their families to attend your institution. Yet traditional housing models are not built with these realities in mind; many institutions require students to leave campus during breaks, with residence halls closing over the summer and dining services shutting down during holidays.

These policies may work for traditional students, but they create instability for veterans who rely on campus housing as their primary residence.

Childcare access is another growing concern, with students increasingly expecting institutions to acknowledge the realities of balancing school, work, and family.

Institutions that extend graduate housing options to military students, maintain year-round housing access, and clearly communicate break policies remove a major source of enrollment hesitation—an important signal to military students that they are seen as full members of the campus community.

Barrier #3: Career services that treat military students as entry-level candidates

Those who have served in the military often begin college with years of professional experience. Yet many campus career centers and career fairs are designed for students entering the workforce for the first time. Career counselors often focus on entry-level roles and may not understand how to support veterans with prior work experience.

Student veterans also report difficulty translating military roles into civilian resumes or finding with employers who understand the value of their training.

By connecting veterans with employer networks committed to hiring the military community, offering mentorship from industry professionals, and providing guidance on translating military experience into civilian careers, institutions can help bridge this gap.

Institutions that remove these barriers do more than improve access. They position themselves as intentional partners in military student success and drive stronger enrollment outcomes in an increasingly competitive landscape.

Beth Donaldson

Managing Director, Consulting Services

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