Recruiting Intelligence

Your Asian student communities are hurting right now.

Nearly 3,800 hate incidents against AAPI individuals were reported from March 19th, 2020 through February 28th, 2021 according to the Stop AAPI Hate reporting center. Nearly a third of Asian Americans report having experienced racial slurs or racist jokes since the beginning of the pandemic, this from a recent Pew Research Center survey. Then the killings in Atlanta last week.

As global leaders responsible for the safety, growth, and development of diverse student populations, what institutions say and do at this moment matters. And hashtags and statements of solidarity are not enough (they never are).

We, as a higher education community, do what we do because we believe in the power of cross-cultural communication and diverse student populations to move the world forward.

As the Intead team, that often means making space for those student populations (and their parents) to speak and be heard. We know how crucial understanding and listening to those thoughts, fears, and needs are to fostering a student-first ethos on your campus. It is this work that allows you to more effectively support all of your student populations, especially those most vulnerable to systems of racism and xenophobia, as well as the disturbing hate and violence that occurs as a result.

In early 2021, with this terrifying climate of rising anti-Asian sentiment in the US and views of the US among global allies reaching its lowest point in nearly two decades of Pew Research polling, we set out to understand how Chinese parents specifically are feeling now about sending their students to American institutions.

In partnership with WholeRen Education, an AIRC-certified agency and a trusted advisor for tens of thousands of Chinese students and families since 2010, we surveyed over 20,000 Chinese parents, the vast majority of whom currently have undergraduate and graduate students enrolled in US institutions, as well as parents of current high school students considering higher education. With a better than 5% response rate, we had more than 1,000 responses to analyze. We then followed up with a focus group to dive a bit deeper into our questions. We conducted all of this work in Chinese.

Some of the findings will likely surprise you. As academic leaders we see the news, we talk to our students, and we hold an entirely justifiable anxiety for our current Chinese students as well as the recruitment path to bring new Chinese students to our campuses.

The information we’ve gathered is incredibly important to your work. But more importantly, it points the way forward for your institution in how to help parents and students feel confident and safe in their decision to study in the US.

Read on to download your free copy of our new market research report, Is There a New Chinese Mindset on US Schools?

Moving is such a drag! We’ve all been there. Packing up all our belongings. Having to make hundreds of rapid fire decisions. Should I bring this? Do I need that?

Intead has recently moved our offices (we are still in the Boston area; just 2 blocks from our old location). Our experience has been exciting and exhausting.

Still, our experience moving is insignificant compared to what your international students do to move half way around the world to reach your campus. With moving, it is the sheer number of big and small decisions that require and consume such energy.

We need to do all we can to make those decisions as easy as possible for our students. We need to control all those things we can control to make our international students confident and comfortable.

And yet, there are plenty of things that are well beyond our control. Today’s blog post addresses government policies and how we, as international student recruiters, must adjust how we do things as those unwieldy governments make our jobs difficult from year to year. We have some specific examples about policy changes in Vietnam, Saudi Arabia, Brazil, UK, Canada, and the US that are instructive for all of us.

Bottom Line: As government policies come and go, we need reliable international student recruitment systems in place to stay on track and adapt to the student mobility motivations and trends. The best and most creative among us use social media marketing to address the topics of the day in our marketing messaging. We adjust our marketing to meet the specific concerns and aspirations our prospective international students are experiencing. Want to know how your team can take advantage of the political turbulence to help your prospective students make good decisions? Read on...