How to Stay Competitive in a Challenging Recruiting

EnvironmentOctober 17, 2017

Universities need a foreign policy

Allen E. Goodman, Institute of International Education

Begin with institutional focus and clarityWhat is your institution’s philosophy regarding internationalization?

What are your institution’s goals for internationalization?

What is your institution’s strategic plan for internationalization?

What is your institution’s commitment to internationalization?

Is internationalization included in your institution’s mission?

Develop a common languageInternationalism is the development of responsible citizens of the world who are active participants in their local and national communities as well as the broader global community as distinguished by:

• Genuine awareness of the interdependence of countries and peoples.

• Ability to see one’s own culture, language and nation in a global perspective.

• Ability to recognize and rejoice in diversity.

Source: National Training Laboratories, Bethel, Maine

Prepare your houseWhat kind of students are you seeking? New programs necessary? Capacity?

What are the needs of those students? ESL services in place?

What services need to be provided? College/career counseling?

What additional staffing or training is necessary? Health services?

Strong Academic

Ability/Strong Financial

Ability

Weak Academic

Ability/Strong Financial

Ability

Strong Academic

Ability/Weak Financial

Ability

Weak Academic

Ability/Weak Financial

Ability

Academic Ability

Financial Ability

Create or review institutional policies as a team

Admissions - consistency and efficiency critical

Scholarship - transparent criteria

SEVP Practices - clearly delineated

Discipline - student handbook review ongoing

Expectations for residence staff and host families

The Human Factor

Needs of:domestic students

parents and families

board of trustees

community

faculty and staff

“What’s in it for us?”

Anticipated outcomesWhat is your timeline?

How will you measure success?How will you communicate success?

Expect two to three years for results

What are applicants seeking?Excellence Advanced disciplinesConfidenceNew vistas

AcceptanceUniversity PathwaysCareer Pathways

Source: Elliance, Inc. 2015

Important considerations for international studentsSchool Choice Criteria1. Subject or Field of Study2. Country3. School

School Quality Criteria

1. Teaching Excellence2. Costs3. Welcoming Campus4. Career Preparation

Source: Hobson’s 2017

Ideal school for international students

High Quality Teaching

Welcoming and Safe

Affordable and good value

Brand RecognitionWhat is your brand?How is your brand demonstrated?Does your brand sell your school?Is a marketing audit consistent with your brand?Are institutional practices consistent with your brand?What is your sphere of influence? Seek to expand itIs your brand attractive in international markets?

Marketing All roads lead to website #1 conversion engine

• Focus on student criteria• Specificity for countries - regional

strategies• Specificity for parents, students,

agents, school counselors• International focus• SEO and paid searches• Micro site landing pages including

language translation

• Content creation that is useful and shareable

• Content that is accurate• Less text, more pictures and

videos• Access to forms, application,

costs, admission criteria• Mobile friendly• Lead nurturing

You are the expertKnow your institution intimately

Student profile

Demographics

Geography

Rank

Programs

Niche

Staff

College or career data

Have timely and accurate information available

Costs

Scholarship

Services

Housing

Safety

Application process

Visa process

Admission criteria

Social MediaThe use of social media in promoting your school is critical.Enlist students to educate you and create content. Their testimonials are key.

Facebook, What’s App, Facebook Messenger, WeChat, Twitter, Instagram, Snapchat, LinkedIn, Reddit, Tumblr, Google+, Baidu, Skype, VK, QZone, QQ, Viber, Sina Weibo, LINE, YY, Kakao, Renren, Mixi, Slack, YouTube, Flickr. Kik

Recruitment strategiesMarket research: search for new and growing markets

Market research: Be aware with whom you cross applications and competitors’ strategies

International Travel: tours, fairs, partner schools, Education USA, US embassies, agencies, receptions for parents and prospective students

Alumni: create class agents, alumni circles, international advisory committee

Current students: outreach to friends, family, home country high schools

USCS: Gold Key service, market and cultural data

Recruitment StrategiesConferences and workshops: network with agents, school counselors, embassy officials

Faculty travel

Webinars: live or recorded

Live chats

Print media: local newspapers and publications

Newsletters

Agent workshops: ICEF, ALPHE. WEBA, individual agency fam tours

Recruitment Strategies

High Efficiency

Low Cost High Cost

Low Efficiency

Educational agentsUnderstand the work of the agencyGoals

Experience

Personal vitae

Philosophy

Agency vitae

References

Marketing

Know the level of commitmentCommission

Exclusivity

Student services - before, during and after

Training

Knowledge of US education system

Educational agentsFoster and maintain relationships

Contracts Payment detailsSwag/MarketingTraining manual

NewslettersWebinars

Best practices with agentsPeriodic reviews - data drivenOrganized record keepingQuick responses to inquiries or concernsAgency visitsFrequent updatesReleases (FERPA) to enable the sharing of good news (and even bad) Offers for training - at their agencies, your institution, Skype, Go-to-Meeting, etc.Offers of incentives - reimburse accommodations, increase commission over timeSettle accounts promptly - develop an efficient payment processFair and consistent policiesHonesty in all interactions

Final caveatsFollow-up

Transparency

ConsistencyRelationships

Results are often slow in coming

A good product to market