The purpose of this study was to examine the relationships between self beliefs, institutional characteristics, and college student persistence. More specifically, this study sought to understand whether self-efficacy beliefs, both academic self-efficacy and social self-efficacy, play a role in college persistence. Further, the possible moderating effects of institutional selectivity were explored. Results showed academic and social self-efficacy beliefs were associated with first-year college persistence. Accounting for the moderating effects of college selectivity revealed a nuanced relationship between self-efficacy beliefs and persistence. Social self-efficacy had the greatest impact on the persistence of students at less selective colleges, whereas academic efficacy was associated with a greater persistence for students at highly selective colleges. Implications for higher education practitioners and counselors are discussed.