Latinos are the largest and fastest growing minority group in the United States, yet they lag behind other major ethnic groups in education attainment at both the secondary and post-secondary levels. This study investigated the adoption of institutional strategies related to the recruitment and retention of Latinos among higher education institutions and the perceived effectiveness of these strategies by enrollment management practitioners. Thirty-two enrollment management administrators from 68 Hispanic and 68 non-Hispanic Serving bachelor degree-granting institutions participated in this study. Findings revealed several key strategies used and perceived effective by enrollment management professionals. Analysis revealed subjects from Hispanic Serving Institutions reported the use of two recruitment and two community outreach strategies at statistically significant higher rates and an additional nine institutional strategies at higher percentages than subjects from non-Hispanic Serving Institutions. Further research and implications of this research for practice are discussed.