Colleges should utilize empathy and a jobs-to-be-done framework when serving "comebackers."

By 2031, a projected 72% of jobs in the U.S. will require a post secondary credential. With the shrinking traditional "coming of age" demographic, colleges can no longer afford to ignore the 40 million Americans who have some college, but no degree. 

A recent article from Inside Higher Ed gives a variety of programs and options for colleges to consider utilizing to better serve this "comebacker" population. When considering what options are right for your institution, consider using a jobs-to-be-done (JTBD) framework.

The JTBD framework is an approach to developing products based on the customer's specific goal, or "job" and their thought process when considering whether to "hire" a product to complete it for them.

What are the JTBD for the "some college, no degree," or "comebacker," population? How can universities use empathy and a deep understanding of student needs to reduce friction?

• Make it easy for me to enroll and start again -  programs that offer academic forgiveness or GPA resets encourage students to believe they can succeed, regardless of past academic struggles.  

  
  

• Help me find my transcripts - students often have prior transcripts at multiple institutions and piles of credits that don't amount to a full degree. Consider requesting them on behalf of students and paying any associated fees.

  
  

• Maximize the value of my prior learning experience - Be generous when awarding transfer credit, where possible. Make PLA opportunities more visible for students with career and life experience.

  
  

• Help me understand my degree options - Eliminate any guesswork for students. Give them options in their desired field of study, but more importantly and tell them how long it would take and their approximate tuition cost.

  
  

• Give me flexible learning options that fit my life -  Comebackers often juggle work, family, and education. By offering online, evening or weekend classes, or asynchronous opportunities - colleges can help students succeed without sacrificing their other responsibilities.  

Your specific student population may have a different set of needs, but consider their barriers to re-entry and solve for them.