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Recruiting Intelligence

Going out of Business: Many Institutions are Struggling. Notice Any Red Flags?


If you follow the trends of higher education, you’ve no doubt heard the prediction that 50 percent of the country’s colleges will be bankrupt in 10 to 15 years. And that perspective has been touted for the past 20+ years, so…we need to take it with some salt.

Still, we have seen an uptick in closures and mergers of late. This is worth looking at because, there is some truth to this prediction and we’d be fools to simply say, “Never gonna happen.”

There are plenty of industries that have gone through these kinds of retrenching or refocusing. In the world of Mergers and Acquisitions, any business is broken down on paper for its assets and liabilities. Assets are considered for liquidation – the idea of “selling off the parts.” This is happening in academia as well. Harsh but true: profitable departments or schools within an institution are being “adopted” by other stronger institutions while the rest of the weaker institution is shut down.

Before we all consider our college diplomas to be rare antiques, is there any way to safeguard against this trend?

Below, we share some perspective on different options being considered and some resources you may want to access for a deeper dive. Here’s one of them: Our non-traditional student recruitment ebook: Quality. Cost. Convenience. The extended edition on Intead Plus gives you marketing planning insights, sample personas along with case studies from nine very different institutions.

Next week we'll be talking about long-term vision and growth. But before we get there, we need to understand a bit more about where we are now.

Do you want the good news or the bad news first?

(Read on)

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Credentials and Badges: Adding To or Supplanting Degrees?


They say that fifty is the new thirty, but what may be a more reliable maxim is that college is the new high school. It has been true for a while that undergraduate degrees are becoming the minimum standard for employment, as opposed to a high school diploma—a fact that has led to a great uptick in college graduates working for minimum wage.

The trend has continued upward with most incoming college freshmen expecting to earn a master’s degree after graduation. Master’s degrees are now as common as bachelor’s degrees were for most of our parents’ generations. In the U.S., more than 8 percent of the population has one, which is a remarkable 43 percent increase from where that number was in just 2002.

With so many well-educated job seekers, what is setting some graduates apart? Credentials.

Read on for our take on what is driving this trend and some perspective on how dangerous your institution's sluggish pace of establishing new degree and credential options could be.

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New Global Research: 2019 Edition


Intead’s Research Advisory Board has been guiding our latest work to help inform you of your next student recruiting moves. You can thank them as you pass them in the Nafsa convention hall this week. Meet them HERE.

The data, the infographics, the student insights…so much to consider, evaluate. Our ultimate goal: figure out how it all informs the marketing and recruiting plans of our clients.

I was just in New York City with Unibuddy (Nafsa booth 433) for their well-attended mini-summit. This peer-to-peer student conversation platform is really taking off and proving itself valuable as a recruiting tool. In the coming weeks, we will be releasing a report on our findings from an analysis of 200,000 student conversations. Great insights about powerful messaging by region.

For those of you here at Nafsa this week, I’ll be presenting alongside Hillary Dostal from Northeastern University at 2:30 on Wed, 5/29 in WCC Room 207A. Seen the promo video? It will bring you a smile in just 45 seconds…

 

Below, we share our insights on what kind of market research we think is most valuable at this point in global recruiting, given all of the many headwinds impacting our work. Intead Plus members have access to all of it.

With budget cycles coming to a close for 2019 and just firing up for 2020, now might be a good time to consider the value of the investment in Intead Plus.

[Read on…]

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EdTech: Coursera’s Role in the 4th Industrial Revolution

Move over, American Inventor Eli Whitney, we’ve come a long way since the cotton gin. We are in the midst of the booming Fourth Industrial Revolution.

Just in case it has been a while since you’ve been in a history classroom, here’s a tiny refresher:

  • First Industrial Revolution—mechanization
  • Second Industrial Revolution—mass production
  • Third Industrial Revolution—automation
  • Fourth Industrial Revolution—cyber systems and networks

If you need to brush up on your history, there’s a course for that on Coursera—the newest EdTech unicorn in the revolution.

Valuable Side Note: boosting conversion rates & measuring communications effectiveness. Our NAFSA session is coming up and we'll be discussing how to improve your digital connections with international prospects. Intead and NEU offer up best practices. Check it out our fun 49 second promo...

Join Intead Plus


But why is Coursera such a big deal in this modern revolution? Read on...

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Chinese EdTech Growth Is an Opportunity for You

Beijing is famous for many things: roast duck, Tiananmen Square, The Forbidden City, The Temple of Heaven, and most recently, EdTech.

Beijing has the highest concentration of EdTech startups in the world, with a whopping 3,000 companies. Not only is there a staggering number of these businesses, but many have a remarkable earning capability, contributing to a multi-billion-dollar national industry.

Chinese EdTech is something to think about as we head toward the international event that is Nafsa in DC this year. If you are going, please let us know (info@intead.com). We have some brand new industry research about student-to-student counseling to share and it is pretty significant. Be in touch and you'll be the first to know! 

And come to our Nafsa session on digital marketing best practices (we're talking about micro-conversions with one of our favorite stars Hillary Dostal from Northeastern University - see below). With Ben and Hillary presenting, there's always a great mix of practical information and entertainment value. This will not be a snoozer ppt-show. 

So why is Chinese EdTech important to you? Seems distant and inaccessible, right?

The swift rise of Chinese EdTech could serve as a blueprint for growing global digital learning, but there are some unique secrets to China’s success. And there are some university promotion and recruiting opportunities that only the savvy will leverage. Interested? Read on...

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Getting Ahead of the Boom: Collegiate Virtual Reality

Last February, we talked about the intense and growing competition within the EdTech industry and new ways of delivering educational content, like the immersive learning experiences of augmented reality and virtual reality. These simulative experiences as of 2017 garnered $3.1 billion in investments, and those numbers are set to grow.

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Begin With Assessment

You are tasked with so many competing priorities. When do you take the time to step back and confirm your plans are aligned with your goals? When do you take the time to develop new plans to achieve new goals?

Sure, you carve out something you are calling a "retreat" to address these ideas with your colleagues, but if you are like most, you go into those retreats feeling a bit less prepared than you'd like to be. And do you have the data to back up the decisions you need to make?

Important note: You're going to want to share this one with your team. Great tips follow.

Begin with Assessment

We understand. And Intead is often called in to wrangle a bunch of data to the ground and identify the insights that are right there waiting for you, if you had time to analyze and reflect.

Each institution we work with is data challenged. You are not alone. However, there is a lot that your institution collects, though it is probably kept in different silos.

Wouldn’t it be nice to have that all pulled together, reviewed by knowledgeable experts and have the hard-hitting report that filters out the noise, focuses on the opportunities, and helps you make smart decisions…backed by data?

Read on...

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Going It Alone? You’ll Want A Library

Budget year is wrapping up and once again, you’ve been informed that you won’t get the level of funding you said you needed to truly move the needle. We get it. We’ve been there. Resources are always scarce. And yes, it can be extremely frustrating.

But you are a professional and you know how this goes. You do your moment of Zen and break out your trusty strategic planning process that you keep tucked away in that part of your brain. What are your true priorities? Where can you use your limited resources to push hard and fast? The goal! Keep the real business goal in mind.

And don’t forget to bring the positive energy to your team along with the plan. We all need that spirited lift that brings the team together and makes everyone feel the common purpose.

And there’s one more thing you’re going to want to have with you: a deep and powerful resource library that guides your strategy and execution when the inevitable obstacles arise along the way.

We got you covered. Read on...

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An International Community (College) Pipeline

Community colleges are, traditionally, locally-minded places (hey, it’s right there in the name).  But two-year campuses have as much to gain from cultivating a diverse and global student body as any other educational institution—and international students have much to gain from considering this non-traditional avenue to an American diploma.

Our Enrollment management friends at 4-year institutions have long looked to community colleges as a valuable pathway for recruiting international students already studying here in the US. With roughly 95,000 international students studying at US community colleges (thanks for tracking this IIE), this makes a nice pipeline for 4-year institutions seeking students who have already succeeded at acquiring a US visa. 

Another recruitment channel where international students already have acquired a US visa: US private high schools with more than 80,000 international students. We'll be talking to the private high school community at the TABS Global Symposium on April 30 in Newport, RI. Join us there and build important relationships to become more effective with this valuable recruitment pipeline.

Do you work at a 2-year institution? Are you at a 4-year institution interested in a quality recruitment stream? This topic matters to all of us. Keep reading.

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The Role of Translation in International Student Recruitment

“Why should we translate our materials if prospective students need to have strong English skills to perform well in our classes?”

It’s a valid discussion. We have always been vocal advocates for translating marketing materials into the local language of your target audience. This week: our perspective on translation, some of the most effective places to use it, and most importantly, why.

This post is important for your team producing the materials and your higher ups who are questioning the rationale. Our goal: making you more capable, powerful, successful. Share away.

Important to remember that translation is just one piece of the larger content customization process and that the content you share with your US audience will not resonate with your international audiences, whether you translate It or not. Each of your audiences are unique and will respond to different messages.

Here's the thing you already know: marketing differentiation is all about speaking to your audience segments with the information that resonates. Seems obvious, but not many institutions take the time to do it. Instead, they blast the same stuff to every lead.

And yet...they all complain and wring their hands about declining numbers and yield. There are solutions right there in front of you that do take more time and more investment. Take advantage of them sooner than later!

To read more about developing audience personas and audience segmentation, see our post on Persona Development: 101 here. 

The Intead team does this targeted content strategy and writing for our clients to improve application flow and yield. Let's get to work together. 

A note on adding Google Translate to your site: not better than nothing. The nuance and specifics of your differentiators that your marketing department worked so hard to craft are absolutely butchered with Google Translate. Your target audience scans (not reads) pages translated via Google. They get the high level gist of it and move on quickly. There is no absorption of content because everyone knows you are losing a lot of accuracy. You'll understand more about all you are losing by taking this awful shortcut as you read on.

So, about the rationale and the process for translation, let's dive in...

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