Recruiting Intelligence

If you’re on the fence about WhatsApp, know this: Meta’s goal is to make WhatsApp a household name, whether it is to shop, chat, or stay on top of news and events. That from a recent New York Times article. In it, Will Cathcart, head of WhatsApp confirms what we are already seeing, that the conversation has moved from ‘WhatsApp is the app I use outside the US when I travel,’ to something much more mainstream in the US. Below, we get detailed and actionable about what this means to you.

Word from Apptopia confirms as much. Its numbers show WhatsApp’s daily active users grew by 9% in the US last year, with 50% of these users chatting daily on the app, 78% weekly. Aside from Meta’s interest in cementing this app as the singular messaging tool among consumers worldwide, pundits point to a variety of reasons for the uptick in the US – the preference for messaging versus emailing, the preference for closed-group messaging rather than social media blasts, the increase in post-pandemic international travel, and the app’s ease of use for business communication just to name a few. 

Events you won’t want to miss:

Let’s talk international student enrollment at the upcoming AIRC Spring Symposium on April 30. Intead will be presenting on student recruitment marketing budgets – we've got some great new insights to share. Register today!

The Intead team is gearing up for some amazing presentations at: 

• ICEF North America in Niagara, Canada, May 1-3, 2024
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
  
• GMAC 2024 Annual Conference in New Orleans, June 19-21, 2024

Let us know if you’ll share a cup of coffee and a conversation about all things global and digital (info@intead.com)

Those who read last week’s post know how we feel. (Get to it!). It just makes so much sense for universities to have a Business WhatsApp account, especially those who work with international students. And now, we believe, for domestic markets, too. Check out our handy, quick-hit, 11-step check list.

Just like last week, this post is the kind of thing you might want to share with your enrollment team and prompt a discussion at the next team meeting. How would you adapt our recommendations to your particular situation (CRM, staff structure, enrollment pipeline, etc.)?

If you are going to be using WhatsApp, we strongly recommend you puppeteer these communications from a WhatsApp Business account. We got into the meat and potatoes of setting these accounts up last week. Now, let’s get to dessert, aka best use practices. Read on… 

What’s up with WhatsApp is a question we find ourselves answering a lot lately, especially when talking about student recruitment. And it is a bit more for international students than domestic, though this blog is useful intel for both. As a teaser, more than 100 billion messages are sent each day on WhatsApp. Yes, that was 100 billion per day! We have more eye popping stats below. 

An important messaging tool because it works across countries, many institutions have been using personal WhatsApp accounts that are attached to a single phone number. That works, but as far as standard operating procedures go, that’s a bit flimsy.  

WhatsApp, a Meta company for 10 years now, has an answer called WhatsApp Business. That too has been around awhile (WhatsApp Business launched in 2018), but it’s just been a bit cumbersome for many overly busy international offices to onboard. And many of their domestic student recruitment counterparts have taken a why-bother approach. 

Our take: it’s time to bite the bullet – it’s easier than you think – and set up a WhatsApp Business account that can be managed from a desktop (see our quick hit 11-step process). We concede that it can be time consuming, but there are just so many benefits to having a verified account on behalf of your institution that we think it’s worth your while.   

Events you won’t want to miss:

Let’s talk international student enrollment at the upcoming AIRC Spring Symposium on April 30. Intead will be presenting on student recruitment marketing budgets – we've got some great new insights to share. Register today!

The Intead team is gearing up for some amazing presentations at: 

• ICEF North America in Niagara, Canada, May 1-3, 2024
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
  
• GMAC 2024 Annual Conference in New Orleans, June 19-21, 2024

Let us know if you’ll share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

This is exactly the kind of stuff so many of you read our blog for, right? What is the time investment? What is the upside? How do I set my enrollment management systems up for success?   

So, let’s get right to it. Read on to learn why WhatsApp is proving to be a good tool for many student recruiters right now – international and domestic – and how to go about setting up your business account. We’ll make it easy for you, as always. And yes, this is one of those posts you’ll want to share with your team (link at bottom) and discuss in the next team meeting. 

As I headed to Phoenix for the AIRC 2023 conference, I wondered if the window had already closed for education institutions just now considering starting up with commission-based agents as an international student recruitment channel. Happy to tell you, that window has not closed at all.  

Yet, there is a lot to consider for those institutions just starting, and those having been at it for years. 

With the largest AIRC conference to-date (480 attendees), more than 200 first timers attended. Clearly there is demand to learn more about how effective university-agent partnerships work. And having been part of the AIRC community for 14 of their 15-year history, I can tell you that AIRC is one of the best places to learn about international student enrollment growth. 

From sample contracts to efficient agent engagement policies and practices, AIRC’s documentation and counsel are outstanding. This year, 7 members of the Intead team traveled to Phoenix to attend, in part because the learning opportunities and global connections at this conference are among the best in the industry. The other part was the opportunity to share our own expertise with the attendees at our full-day Global Marketing Workshop. That was a hoot. The Intead team just loves this stuff. 

We’ll be at AIEA in DC in about 6 weeks and participating in 3 great presentations: 

• AI for enrollment management  
• Entrepreneurial leadership in bureaucratic environments 
• A discussion around International Student Points of Entry and a new international student-focused publication to be released later in 2024 
  

And of course, we will be presenting at NAFSA in New Orleans in late May. If you’d like to schedule time to chat over coffee instead of over Zoom, please be in touch (info@intead.com). 

At AIRC 2023, we gave our full-day Global Marketing Workshop with half a day devoted to an interactive lecture on the fundamentals of the strategy that drives a university’s tactical execution. After lunch, we dove into 1:1 consulting with participants to address the group’s self-identified greatest needs.  

It was fascinating to see how our workshop attendees debated and decided amongst themselves what the second half topics should be. Here’s where we ended up: 

• I need a marketing budget, what do I do to get it approved? 
• I have a marketing budget. Now what? 
• Identifying and filling resource gaps 
• Processes for nurturing and converting leads 
• Creating authentic and powerful recruitment content 

Do these topics resonate for you? Be in touch and we can share what we know and how we have helped institutions like yours succeed.  

During the AIRC conference, Intead’s Sr. Digital Marketing Manager Iliana Joaquin joined Dr. David DiMaria, SIO at UMBC, for a practical discussion about how AI and ChatGPT are being used today in enrollment management and what we can realistically expect in the next year as AI-driven tools evolve. Short answer – it ain’t there yet, but it very likely will be in the next couple of years. So much more to talk about on this topic. There are definitely some gains that can be made in some areas, but the hype from the vendors is creating so much noise. Very frustrating.

Later at the conference, I ran a session with Vanessa Andrade about staffing challenges that so many institutions are facing today. The discussion about what skills and tasks to hire for and what to outsource was dynamic with so many additions from the folks in the room. This is what we absolutely love about the AIRC conference.

We are making these insightful presentations available to blog subscribers for free. Download them here.

Below we summarize 3 key take-aways from the conference. Please read on… 

From the annual CIEE conference in Paris to Pie Live in Boston then AIRC in Phoenix and a super quick turnaround to ICEF in Miami, Q4 literally flew by. You, too? We wouldn’t change a thing, of course. It’s hard to replace the simple act of togetherness. It’s how ideas come to life. Cliché? Fine. But it’s so true. 

Sharing our research and student recruitment campaign results with our community always feels great. We’re here to make you more effective (and have interesting insights to share at your team meetings).  

A few key Q4 takeaways we will absolutely be bringing into the new year: 

• The global competition for international students is stronger by the day, and institutions need to be increasingly smarter in their approach to international education, including recruitment. Can you be? (hint: it has to do with the skill sets you access to do the work) 
• China and India are hot topics as always, especially India’s dramatic rising numbers of incoming graduate (and undergraduate) students.  
• Enrollment departments are eager to leverage AI. The question is: how? And, is it ready for us? 
• More must be done to support student mental health. So much more. 
• And how about the new IIE Open Doors report?! Lagging data that points toward the future. 
  

Just a few notes we’re thinking about. Clearly there’s no lack of issues for our industry to address. So, if in the midst of this really busy few months you didn’t have time to read all of our posts, we understand. That’s why we’ve compiled this quarterly at-a-glance post. It covers all our news from how to navigate TikTok’s ad platform to what’s going on with higher ed in India and so much in between that you and your team won’t want to miss.Read on… 

Most inspiring feature of NACAC ‘23: Angel Perez, NACAC CEO, interviewing Maryland Governor Wes Moore and US Secretary of Education Miguel Cardona in the opening Plenary for 7,000+ attendees. Representation matters.  

This conversation, in the way it was introduced by a power team of NACAC leaders and the dialogue that followed, demonstrates so very much about what we can do to move forward in the face of strong opposition. Bring our unrelenting energy and talent, grounded in the forthright presentation of ideas and ideals. Meet the challenge, whatever it may be, with unwavering, appreciative inquiry. Communicate the vision in ways everyone can understand. 

The conference that followed with all the sessions, networking, and the many interactions showed that NACAC has still got it. And the Baltimore Convention Center people flow worked better than many other large venues we’ve been to. Below we offer additional 2023 Enrollment Trend Observations and the slides from our presentation on the current state of the international enrollment. The data we share offers you an outstanding opportunity to benchmark your own institution against nearly 200 others. 

Opportunities to meet in person:

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• CIEE 76th Annual Conference in Paris, Nov 8-10, 2023 
• PIE News Live in Boston, Nov 13-15, 2023 
• AIRC Annual Conference – we’ll be offering our full day digital marketing workshop here in Phoenix, Dec 6-9, 2023 
• ICEF North America Workshop in Miami, Dec 10-13, 2023 

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

Intead’s presentation at NACAC 2023 with Robert Summers from Middle Tennessee State University and Jennifer Wright from AIRC was, of course, in the furthest most possible session room, and the A/C in the Convention Center seemed to get stronger and stronger the further you got from the entrance. So, we cheered when we saw 70+ attendees actually show up on the distant shores of room 348 and suffer through our data display in near arctic conditions. We thank you all! 

I exaggerate, of course. But it was pretty darn cold. And the data we presented wasn’t exactly warm and fuzzy. It is here and available for download in the link at the end of this blog post. Read on… 

Chinese student numbers are sobering. With the latest IIE data showing a 26.1% decline in total U.S. incoming students from China in 2021/22, you and your peers are more than aware. It’s the kind of stat that leaves a mark and prompts questions. 

Has your leadership posed this to you: “Should we be in China at this point?” 

If you regularly follow our blog then you know times like these call for a hard look at market diversification. It is a winning strategy. Your admissions team as well as the campus community stand to gain so much by building a diverse student population. Beyond the diverse, cross-cultural learning that is part of your mission, diversifying where you draw students from offers more financial confidence and reslience to your institution.  

Markets fluctuate. Diverse revenue streams stabilize. 

Today we look at why giving up on Chinese students is not in your best interest, nor is it in theirs. Diversify your market reach, yes. But tamping down your work with prospective Chinese families will limit your opportunities and future success. Maybe especially now. 

This is a blog post we think you'll want to share with other leaders on campus. A question: have you looked at the current youth unemployment rate in China?  

Quick aside: Ben and Iliana will be at the NACAC conference presenting alongside our colleagues from AIRC  and Middle Tennessee State University on September 22 in Baltimore. Can we schedule a time to chat? Coffee's on us! We still have room on our schedules.

For over two decades China has solidly been the top sender of students to the U.S. In 2021 alone this singular cohort added $10.5 billion to the U.S. economy per the U.S. Department of Commerce. And that’s on a down year. Sure, India is expected to surpass China in the not-too-distant future (more on that in an upcoming post), but China will remain a strong market.  

Let’s be clear: giving up on Chinese students during this downturn would be a mistake.  

Here’s the thing, while the declining enrollment of Chinese students in America is so much about the pandemic and politics, it’s the day-to-day reality of this cohort that should get your attention. The volume of students and their interest in a foreign education will continue to produce significant enrollment opportunities. Important that your strategy adapts to the times employing the right programs and messaging.  

Why is there continuing demand for a foreign education among Chinese students and families? Consider these current truths: 

• High Youth Unemployment Rates: Unemployment in China within the young urban population is stagnating at an ugly 20%. A number so stubborn and bleak that the government recently stopped reporting it altogether. What’s more, 70% of these unemployed are college graduates, according to a recent article in The Economist. Even more troubling, reliable Chinese economists outside the government suggest that the current youth unemployment rate may be more than double the government's previously published figure.

• The Government’s Get-Tough Response: Xi Jinping’s response to the current sour economy? He tells the young to “eat bitterness” and “seek self-inflicted hardships.” A bitter pill indeed for a generation that has grown up with aspirations of social mobility. After all, China has been more agreeable to private enterprise and other aspects of an open society in recent decades. Significant middle-class growth in China has powered the growth in international education and set a generation of expectations for opportunity. That time appears to be changing, a lot. 
• Disillusioned and Disaffected: A pervasive sentiment among China’s youth is that, regardless of their efforts, achieving a better quality of life feels increasingly unattainable. Jobs are scarce. Cities are less and less affordable to live in. The once semi-open culture now feels less so. Even marriage is losing its appeal. This cohort is disillusioned and disaffected. The government has cracked down on social media posts that refer to "laying flat," (e.g. slowing down and basically giving up). The younger, unemployed/underemployed segment who are discouraged and laying flat become dependent on their parents (referred to as "bite old") as they feel they have very low or no revenue or career prospects.

Economic and political pressures over the next couple years look to be significant within China. Amid this undeniably challenging time for young Chinese citizens, they have eyes on the world through social media. They see opportunity out there.  

Read on for our take on how to reassess and adapt your strategies to better serve this vital demographic in the near term. And we want you to be prepared to adapt as the pressures within China change as they are surely going to.  

Those of us with an entrepreneurial spirit and a global network typically see things others don’t. In the enrollment management field, the entrepreneur mindset is an asset, and yet…and yet, if only those in control of the purse understood what we understand about global markets and student motivations. 

The opportunities are there. The need is growing increasingly intense as revenue sources are threatened or declining. The Intead team shares your entrepreneurial enthusiasm and we are here to offer the insights that help you succeed. It’s one reason we connect so well with our university colleagues.   

Now, if only there were an easy way to satisfy your global entrepreneurial instinct while demonstrating recruitment success in such a way as to unequivocally justify your funding requests and get the programs you envision started and growing.  

Ben and Iliana will be at the NACAC conference presenting alongside our colleagues from AIRC on Sept 22 in Baltimore. Can we schedule a time to chat? Coffee's on us!

The simple truth: the root of successful international student recruitment lies in understanding your target markets, connecting with them, and effectively managing them over time. It has to do with simply doing the work as opposed to finding some magical online tool that suddenly produces all the enrollments you ever wanted. (Note the word magical in that last sentence).

To DO the work, you’ll need to take a deep dive into the macro- and micro-economics of what drives student mobility. Sounds more complicated than it is.  

If you’ve been following our blog, then you know we’ve been helping institutions like yours recruit international students for a very long time. Our multi-cultural marketing team, our bandwidth, and the tech systems in place bring focus and produce macro and micro level insights. Oh, and results. See case studies in our resource center here. 

Our work takes a load off our university counterparts who, like you, are being asked to over deliver while being chronically underfunded (and understaffed). We’ve seen what works and what doesn’t, including three common mistakes that will derail any international student recruitment program. Avoid these at all costs. Read on…

Your summer intake is taking shape and your dreams of a solid fall enrollment are far less murky. At this point, the numbers are fabulous? Frustrating? Fictitious? Let’s go with that first one.

Data-informed actions, whether the data is good or bad, will always help you improve. Our team recently attended three incredible conferences—the AGB, ACE, and NAFSA—and let us tell you, they were like rocket fuel! We soaked it all up and shared the take aways with you. [Find our 2023 Conference Take Aways Here: AIEA, AGB, NAFSA].

Did you catch a glimpse of the perspectives we shared? With so much going on, many of our faithful readers missed a few important ideas here and there. From the fight over the non-traditional student to the data buffet problem, we left no stone unturned.

Not to worry. Scroll down and check out all the news from the previous quarter.

Oh, and one more thing before we dive in—if you are not there already, follow us on LinkedIn. You’ll see our insights as they break from day to day.

Read on.

Your prospective students spend nearly 6 hours a day on social media. Doubt their usage will dwindle anytime soon. The good news is you know where you can find your audience. It’s just that wrangling their preferred platforms can feel like a lot.

That’s why we look to social media management tools to help organize our many, many social campaigns. The OG being Hootsuite. A global platform for all platforms, helping you and your team manage accounts from a single dashboard. It’s a really great shepherd for your flock of content. What Hootsuite brings for large institutions ranges from:

1. Monitoring all social accounts
2. Scheduling posts in advance
3. Team Collaboration
4. Analyzing social media performance  
5. Targeted Ads
6. Campaigns 

This Hootsuite primer is a great read for the members of your team tasked with managing all the details. Be sure to pass it along. And do take a minute to check it out for yourself. It’s a quick, practical read. 

This is one of our "Getting Started With..." series to help your team make the most of the student enrollment tech tools out there. Share our glossary of these popular posts with your digital team. And... 

Read on.

The enrollment cliff has everyone a little on edge. People are burned out and frustrated. Leadership is looking for bigger gains in shorter time frames. And traditional students just aren’t showing up in ways they traditionally have.

It’s so clear that higher ed is at an inflection point. Thank the pandemic. Thank technology. The economy and unpredictable job market. The changing student landscape. What you need now more than anything is support. Ideally in the form of a soothsayer to tell you where and how to invest your time, energy, and resources. If only.

Our advice: take a deep breath and read this post.

While soothsayer we may not be, we do have some perspective on what lies ahead. And our record for predicting changes in the market has proven accurate for more than a decade. Long before the recommendations below became standard practice in enrollment management (they all sound so obvious now, right?), we advised colleagues to:

• Make better use of your CRM (or get one if you don’t have one), and embrace the add on features and API connections that improve tracking and results.
• Identify staff with the skills you need for each function of the enrollment process. Your creatives are not your meet and greeters and they are not your data analysts. You need all of these skills.
• Develop your international alumni as global ambassadors. (Most of you are still not doing this).
• Find reputable commission-based recruiting agents in your target countries and invest time in managing them very carefully.
• Train your domestic recruitment team in the nuances and needs of international students already studying in the US so they know how to address the important topics (visas, parental concerns, economic realities, etc.)

We know, it’s all old hat now. But a decade ago, very new to international enrollment management teams.

Today we are facing some pretty significant headwinds. Post-pandemic changes to how students evaluate universities. Growing financial pressures facing families. Increasing importance of careers and the ROI of your degrees. Heightened interest in certificates and shorter paths to career growth. Political divisiveness harkening back to the US civil unrest of the 1960s (or 1860s?). Are you factoring social justice including climate activism into your marketing plans?

These factors are all part of the student and parent mindset as they evaluate investments in university level education. The pool of nontraditional students is much larger and more diverse than the shrinking traditional student pool. And yet, the international student pool is one that is growing and projected to grow dramatically in the coming years.

If you’re ignoring any of these market segments, we strongly advise you don’t. Our analysis of and predictions about what influences student decision making, the tools and processes you need in place to be both efficient and effective, this counsel has been spot on for a very long time (our blog records act as our receipts).

You’re in the right place. Read on to be sure you are able to anticipate what is next and what to do about it.