Over the past decade, UNK has seen a steady and significant increase in Hispanic enrollment – a trend that mirrors national demographic shifts and is reshaping the campus community in ways that go beyond the numbers.
“Census numbers have been growing steadily, and the percentage of our student body that is Hispanic is growing right along with it,” said Kelly Bartling, vice chancellor for enrollment management and marketing. “We’re looking at how to strategically serve this growing population.”
Over the last decade, Hispanic enrollment at UNK has grown by 25%, and today, it represents about 15% of the University’s population.
Juan Carlos Guzman, director of diversity outreach and partnerships, is one of the faces behind this growth. Known for his deep-rooted connections with Hispanic communities across Nebraska, Guzman has played a role in supporting students and families.
“I want our students to have a sense of belonging,” Guzman said. “Being able to say that UNK is your home away from home is really a positive thing. People like me and others serve as role models because we understand the unique challenges. We can share our own experiences with students. It’s about building trust.”
That trust is built not just through recruiting, but through relationship building that starts long before a student applies and often continues throughout their time at UNK.
“As a mentor, it’s important for me to work with the Latino families as well before they even get here to campus,” Guzman said. “In my own experience, I know how difficult it was to navigate the University system. I spend a lot of time providing information, in the native language as necessary.”
This kind of community-centered approach makes a big difference to students like Jacqueline Cruz, secretary of the Hispanic Student Association.
“I’m from a very small town where I was one of the only Hispanic students in my high school,” Cruz said. “Coming here to visit UNK and seeing people that looked like me was really encouraging. It showed me that I can do this.”
Cruz is one of many students leading campus organizations like the Hispanic Student Association, which gives a space for Hispanic students to connect through shared experiences. She said she believes the University has provided a positive atmosphere for Hispanic students during her time at UNK.
“I felt very welcomed when I came here, and I still do,” she said. “During the weekend I moved in, I thought it was so cool that they hosted an outdoor concert, and it was in Spanish. We have the population here, and UNK caters to it.”
According to Bartling, UNK has responded to the steady rise in Hispanic enrollment with an approach that includes targeted marketing, bilingual recruitment efforts and a strong focus on family.
“In Hispanic families in particular, we want to recruit the entire family,” Bartling said. “In order to provide the information that families need, holding events and doing promotions in Spanish is so important.”
UNK hosts “Visita UNK,” a day specifically designed for Spanish-speaking families. Additionally, marketing materials are bilingual, whether in print advertisements or on Spanish radio and news channels.
Bartling has found that Kearney’s relatively small size and rural location may also play a role in its appeal to Hispanic and first-generation students, many of whom come from small or mid-sized Nebraska communities.
“We hear it all the time from families,” Bartling said. “They’re looking for a place where their students will feel safe, not just physically, but emotionally. UNK feels less intimidating than UNL or UNO, especially for students coming from rural towns.”
UNK’s proximity to Hispanic population centers like Lexington and Grand Island also gives it a geographic advantage. A large part of Guzman’s job is visiting these communities to recruit for UNK.
“Lexington and Grand Island have rich communities because of the meatpacking industries in their towns,” Guzman said. “Latino families in these towns want their kids to go to school and to be successful, but they don’t want them to go too far. The size of our institution also really helps, because we have the opportunity to provide best practices, connect with others and overcome the feeling of isolation.”
Looking ahead, both Bartling and Guzman see continued opportunity for UNK to grow by supporting Nebraska’s Hispanic population. As the state’s Hispanic youth population rises, it will play an increasingly important role in the future of higher education.
If UNK were to reach 25% Hispanic enrollment, the University would receive the federal Hispanic-Serving Institution designation.
“With this designation from the government, we can get additional funding and resources for our students,” Guzman said.
As UNK continues to expand its reach and refine its approach to inclusivity, the growing Hispanic student population is not just part of the University’s future – it is helping define it. With intentional outreach, culturally responsive programming and a commitment to family and community, the UNK administration is looking to position itself as a home for Nebraska’s next generation of Hispanic leaders.
