The University of Nebraska–Lincoln College of Business welcomed 958 freshmen this fall, marking the third consecutive year the college has enrolled more than 900 first-year students. The new class follows 975 freshmen in 2025 and 900 in 2024.
The sustained enrollment reflects the college's intentional approach to connecting with prospective students and helping them build a sense of community from their first day in Hawks Hall.
“We are intentional about how we connect with interested students and how we prepare them to be successful once they are here,” said Kathy Farrell, James Jr. and Susan Stuart Endowed Dean of the College of Business. “We want students to know they have a community around them from the moment they begin considering Nebraska's College of Business. Then, when they walk through the doors of Hawks Hall, they start their first course, Introduction to Business, and start learning about business surrounded by a built-in support system of student coaches, faculty, staff and volunteer business consultants.”
That supportive community begins before students arrive on campus. During the past year, the college hosted more than 1,000 prospective students and held more than 200 one-on-one Zoom conversations to help students and families understand majors, transfer credits and the Nebraska Business experience.
"We connected with prospective students in many ways including through high school organizations, traveled throughout Nebraska and created additional opportunities for students to visit campus and learn more about Nebraska Business," said Kendra Ritchie, director of recruitment.
Nebraska students make up 73% of this year’s incoming freshman class, up four percentage points from last year. Three Nebraska students who earned perfect ACT scores also chose to remain in the state to earn their business degrees at Nebraska.
For Irelyn Bearinger of Clearwater, Nebraska, those connections and her own research helped her see the range of experiences available at Nebraska Business.
“I explored different clubs, organizations and scholarships that I could apply for or become a part of, and I was astonished by how much the College of Business had to offer,” Bearinger said. “Although I had already decided that I was going to attend Nebraska, learning about the many experiences and opportunities I could have over the next four years made me even more excited to start college.”
Prospective students also are asking increasingly specific questions about where a business education can lead them. As artificial intelligence reshapes industries and jobs, students are researching career fields and considering which skills and professions will remain valuable.
“Students are doing their homework,” Ritchie said. “They are looking at career fields and asking what will continue to have growth as AI changes the way we work. They want to make an informed decision about the education they choose.”
That research also is reflected in the majors students are choosing. Accounting, finance and supply chain management are among the programs with the largest percentage of growth, with supply chain management nearly doubling in size.
Bearinger plans to study accounting and noted how the changing role of artificial intelligence did not deter her from the field.
“AI is rapidly evolving, so it is important for everyone to consider how it may impact their future careers. Personally, I believe AI will assist and strengthen the accounting field rather than hinder it. Because of this, the future use of AI in accounting was not something that concerned me when choosing my major," said Bearinger.
Once students arrive, the college continues that personal connection through a network of faculty, peer coaches, business professionals and staff who help students navigate their first year.
In Introduction to Business (MNGT 101), first-semester freshmen begin applying what they learn immediately. They learn about different areas of business, build teams and work on a real-world challenge presented by a corporate partner. During the Nebraska Business Battle, which received the MidAmerican Business Deans Association’s 2026 Innovation in Business Education Award, students research opportunities, develop strategic recommendations and pitch their ideas with guidance from volunteer business consultants and peer coaches.
“I am very excited about the Business Battle. We are beginning to form teams for the competition, and it has been fun getting to meet people who are also just starting college. Introduction to Business also gives younger students the opportunity to be part of the College of Business and begin taking classes related to their major early on, which I believe is a truly unique opportunity,” Bearinger said. "The College of Business also offers so many valuable resources, including career fairs, daily Employers in Residence and free tutoring and academic advising. These opportunities allow students to begin exploring their business interests while also building professional connections and taking advantage of the additional resources and support that the College of Business provides.
Donor support is also helping make a Nebraska Business education more accessible and affordable. During the 2026-27 academic year, the college awarded a record of more than $1.75 million in scholarships to incoming and current students.
“Our donors understand that talent and potential exist in every person and believe the cost of college shouldn’t limit what a student can achieve. Their generosity helps make a Nebraska Business education more accessible and gives students greater freedom to focus on learning, building relationships and preparing for their careers,” said Farrell.
Bearinger said she chose Nebraska Business to prepare for her future career while finding a college community that would support her along the way.
“The biggest thing is just how much the College of Business and University of Nebraska–Lincoln have exceeded my expectations. I knew I was making a great choice, but my experience has been even better than I could have imagined. I have loved my classes, professors and the people I have met along the way. Every experience has made me even more confident that choosing Nebraska was the right decision for me, and I am so grateful to be part of such a welcoming and supportive community.”
Bearinger’s experience reflects the supportive environment the college seeks to create for every student.
“We want our students to be ready to lead the future of business, and that preparation starts well before their first day of class,” Farrell said. “It starts with knowing our students, understanding what they need and making sure they have the people and experiences around them to succeed.”
