Recruiting Intelligence

Ben Waxman

AIEA Conference Slides Available: Harnessing the Power of Language Schools as University Pathways

 

A couple of weeks ago, we were at AIEA talking about language schools as university pathways for international students. We had the honor of presenting with David Silva, Provost of Salem State University, and Deborah Curtis, Director of the Niagara University Center for Language, Culture and Leadership. 

With the global changes we are witnessing and the political landscape here in the US, this turbulent time is taking a toll on language school enrollments. These programs act as early indicators of trends in international recruiting, and we can see that many of them are starting to face challenges. These challenges are likely going to spread to international student enrollment more broadly over the coming months.

Yet, any significant enrollment declines we see coming will likely be limited to specific regions (think Middle East, Mexico, perhaps India) . This will be harsh enough for everyone in our industry. And still, there will be bright spots where students are less concerned and student interest in the US may, in fact, increase (think Russia).

Time will tell, and our market research is helpful as you develop your marketing/recruiting plans. We work hard to make your planning targeted and effective in each region. Your use of language programs is just one tool among many to draw students to your campus and your programs.

Read on to see what our language school research uncovered and to download our AIEA presentation slides.

Read More

So, How Do We Market US Higher Ed to the World Now?

There is a new political landscape here in the US and in the UK. International student recruiting is facing some new, unexpected challenges.

Brace yourself, this is a long post and an incredibly important topic to all of us. We've tried to give some real food for thought and grist for action. As always, at Intead we try to give you the facts and figures in a concrete way. Strategic thinking that gets you to a tactical plan of action. 

I'm betting there are at least a few other people at your institution you will want to forward this post to if you dive into it. 

So, to get right into it, earlier this year we surveyed more than one million prospective international students thanks to FPPEDUMedia's powerful student database. More than 40,000 students responded immediately - that's some incredible engagement right there.

We asked them how current global, economic and political events are impacting their plans to study abroad. No surprise, our somewhat controversial question around international students' desire to study in the US based on the outcome of the presidential election has suddenly become a hot topic. For a variety of reasons, we didn't really expect to be in this place.

Now that we are, we have some new thinking to do. While the student responses we received were speculative (If someone wins, would you be more or less inclined to...), the responses were dramatically telling, nonetheless.

In case you missed it, 60% of 40,000+ responses said they were less likely to study in the US if Donald Trump were to win the election. That number rises to 80% when you look specifically at responses from Mexico. Now we have your attention, right?

So, how does our messaging to international students’ change now? How can we recruit international students who are wary of US travel and their safety here? How can we make our campuses feel inclusive and welcoming for our current (and future) international students? What about parents?

In the past week, we have discussed these topics with reporters at the New York Times, Chronicle of Higher Education, Hechinger Report, The Pie News, EL Gazette and others. There are many angles to consider.

In an effort to help this thinking, this conversation, move forward with all of our colleagues in academia, we are hosting a webinar later today (Wed., November 16) at 3pm Eastern Time to consider the angles in our new, post-election landscape. We will discuss what all this means for your recruitment and marketing plans. The webinar is complimentary, but limited to 75 seats. By the time you read this, we are likely already full to capacity, so we are looking into hosting another one. Register here to be put on our waiting list.

Dive into this topic in a more substantial way: Meet Us in Miami or San Diego

We will be sharing our global digital marketing insights and discussing ways to move forward in our new political landscape at some upcoming conferences. In December, we will be presenting at the ICEF and AIRC conferences in Miami. In January, we will be hosting the first annual International Student Recruitment Bootcamp (2016 theme: What Works Where) presented in partnership with CGACC. Let us know if you’ll be at any of these conferences–we’d love to chat.

Read on for perspective on how we do that global recruitment thing given the new political landscape…

Read More

Surprise Intead Blog Post!


Look everyone! A surprise blog post from Intead!

Even though our blog is on summer break right now, we just missed you too much to stay away for long! We're looking forward to posting again in September, and we wanted to give you the opportunity to tell us what to write about when we return.

Take our quick reader survey and tell us what kind of research will help you do your job. All things international student recruitment. Many thanks to all of our faithful readers who have already given us their ideas.

We hope you are enjoying your summer! 

Read More

#NAFSA16 Slides Now Available!

Did you catch our presentation at NAFSA 2016? Our loyal readers, and those who were unable to attend (we missed you!), can now access our slides below!

Read More

Yikes! Does Your Staff Understand the Value of a Lead?

We're back from that wild ride that is NAFSA! Thank you for all those who met with us and participated in our presentation and the insightful discussion that followed. Our slides will be available to you via this blog soon. Today, we want to talk about the value of your student leads and how easily they might be lost.

Here at Intead we regularly hire international students on OPT and CPT among other internship programs. Over the years, we have had amazing talent in our offices from China, Brazil, Japan, Mexico, Colombia, The Netherlands, Pakistan, Spain, France, and more. They give us incredible insight into the international student experience while producing great work. They help us help you.

Some of them are interested in continuing to work in the U.S. Others are eager to take their skills back home to launch their new career path. We find their vibrancy and growth inspiring.

Today, I’d like to share a brief story that might just push you to re-evaluate your front line recruiting processes.

Bottom line: Every lead you acquire from every source is important. Those students making the effort to reach out to you are about the highest quality leads you can get. Be sure your front line staff understand the value of your leads and are capturing contact information consistently. Seems obvious, right? Well...

Given the effort and money you put into generating leads, losing the high value leads is enough to make you tear your hair out. Our recent experience with 5 universities here in Boston, one of our country’s education Mecca’s, shines a light on the importance of your front line staff and how often they may be slipping. Please read on.

Read More

U.S. Election Could Significantly Affect Your Enrollment Numbers

 

Learn more in Room CCC, Mile High Ballroom 4DE TODAY at 10AM.

 

If Hillary Clinton is elected President of the United States, will international student enrollment decline in the U.S.? How about if Donald Trump is elected? Intrigued? We have some data you might want to see.

Today, Intead and FPPEDUMedia will be releasing our latest research results with deep country insights to inform your global marketing campaigns. As you seek to maintain or expand your international student recruiting efforts, our data will be valuable to your decision making – where to invest, which programs to highlight in which countries, what messaging to use.

With FPPEDUMedia’s extensive and global international student database, we are able to identify regional trends and inform our digital marketing plans and investments. A remarkable advantage.

This winter, we sent a survey to 1.2 million prospective international students who have profiles in FPPEDUMedia’s database. We asked them how political and economic turbulence affected their plans to study abroad. We asked questions about what influences their actions that we’ve not seen asked before. And we got some great answers. In fact, we received more than 40,000 answers…in just 7 days. Now that’s engagement!

Want the scoop? Read on...

Read More

Zero to Intense Doesn't Work

Been at the gym and seen people working out for what is clearly the first time in a very long time? Have you seen them put the machine on some ridiculously high setting right out of the gate? Disaster waiting to happen, right?

Our regular blog subscribers have heard us talk about testing your digital marketing to international student markets before setting the dial to “intense.” I thought I’d take a moment to explain the rationale and the approach.

Bottom Line: Small marketing tests—that look at the combination of distribution channel, timing, message, content and design—are going to lead you to large scale success if you take the time to do it. To do this well, you need an innovation budget to allow for failure. Yes, failure. Why? Because you learn from failing and when you fail fast and cheap, you achieve success with confidence. With digital, this is the way of things.

What you really want to know: How many clicks? And importantly: How many conversions (applications and enrollments)?

Read on...

Read More

Happy Holidays!

Happy holidays to all of our blog readers!

If you are wondering how that might go in the Volta Region of Ghana where many speak Éwé, you are in luck. As a small display of how interactive stuff can be fun and shareable, please enjoy Intead’s WHEEL OF HOLIDAY FORTUNE.  

And spread the holiday greetings around .

Click the IMAGE  to play. 👉 New Call-to-action

Read More

Intead AIRC and ICEF 2015 Slides Now Available!

Read More

Marketing Your University: Education Outcomes

  

This week we want to compare your university education to roasting a chicken. No, really.

We want you to consider a lesson learned in the grocery industry about marketing. What in the world would your international student recruiting plans have to do with roast chicken you ask? Perhaps not quite as much of a stretch as you might think.

Here at Intead, we are always looking at what industry does, how it markets, what it tracks. And we apply those lessons to academia. It keeps us on our toes.

Bottom Line: Supermarkets learned a while back that advertising focused on cooked meals attracts customers better than showing raw ingredients. For university enrollment, focusing on jobs and outcomes is critical in today’s academic marketing. The message resonates with students and parents alike. So you might want to rethink all those images of happy students on the quad, or engaged in classrooms. The ascending career needs to be present, and perhaps even dominant, in your advertising.

We will be discussing these approaches to academic marketing at the upcoming AIRC and ICEF conferences in December. Are you going? We’d love to meet you face-to-face instead of keyboard to screen! There are still a few slots left for our 3rd annual ICEF Pre-conference Global Marketing Seminar for Education Institutions.

More on using outcomes in your marketing below.

Read More

Know Your Neighborhood

eBook Know Your Neighborhood

35,000 International Students responded to our survey in 2 DAYS! That’s engagement!

Download Now

88 Ways to Recruit
International Students

A compendium of the many ways your peers are innovating to increase and improve their international student recruiting.


Download