Leaders and recruiters from the next generation: A phenomenological study

Abstract

Studies involving student ambassadors have demonstrated their significance in recruiting prospective students to universities and colleges but they have not included the perceptions of the student ambassadors themselves. The purpose of this phenomenological study was to describe the perceptions and experiences of students who served as student ambassadors for their educational institution. Fifteen student ambassadors provided individual descriptions of their perceptions of being an ambassador. Four themes provided a description of ambassadors’ perceptions: (a) belonging, (b) personal growth, (c) diversity, and (d) recruitment. A discussion of the benefits of student ambassadors as leaders are presented in terms of their ability to recruit for the university and college as well as the impact being a leader has on the ambassadors themselves.