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Recruiting Intelligence

Ben Waxman and Liv Radue

Online and on LINE: Japanese Social Media Platforms

There are a lot of things at Intead that excite us: new developments in EdTech, tracking the latest student mobility trends, watching our marketing predictions come to fruition, or better yet, watching our digital campaigns for our clients convert leads into enrolled students … And, one of our absolute favorite things is hearing from you, our blog readers.

Back in 2014, we wrote a piece about Japanese social media platforms to help with your international student recruitment. Remember 2014? (sigh).  Well, recently a reader, who is a digital marketing specialist in Japan, got in touch with us about updated insights that may change how you target potential Japanese students.

Why does it matter? According to Open Doors data, Japan was the eighth leading sender of international students to the U.S. with over 18,100 students in the 2018/2019 school year. Despite a 3.5% drop from 2017/2018 year figures, the country’s appetite for study abroad experiences overall remained steady, especially for short and long-term English language studies.

The Japanese Association of Overseas Studies attributed this increased interest in language studies to the growing English proficiency requirements of Japanese companies looking to expand globally.

With appetites for English language studies on the rise, there's no time like the present to re-evaluate your Japan recruitment plans.

Read on to find out what is new in the Land of the Rising Sun and where you should be focusing your enrollment marketing efforts. Hmmm, do you think it might be digital/social?

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An International Tug-of-War: MBA Trends

Have you been in touch with your business school professors for a crash course on competition? Yes, we know they can be a bit, well, opinionated and sometimes pompous (we’ve spent our share of hours in MBA classrooms). But they actually have some tips that are going to be increasingly valuable. And they are incentivized! They want to see their classrooms full, just as you do.

The Graduate Management Admissions Council (GMAC) recently released their 2019 Application Trends Survey report, which collected data from 1,145 programs and 336 business schools across 40 countries.

Today, we are diving in to see overall trends in MBA applications, as well as which countries saw growth or decline, where students are coming from, and why they are or aren’t choosing certain countries in which to study.

And speaking of international enrollment trends, have you downloaded our latest special edition e-Book? Together with FPP EDU Media, we surveyed prospective students from 16 countries in Africa and Latin America to provide you with insights into these emerging markets. Download your copy today to get the 411 on students’ program interests, digital behavior and more.

Read on for the latest in MBA application trends…

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The GROWING Pool of Enrollable Students, Part 3

Let’s talk about how your institution seals the deal with non-traditional students. It is all about the planning and execution – both the marketing, and the heavy lifting that happens before the marketing. You are going to need the goods in place before the campaigns roll so that you are able to deliver on the marketing promises made.

Briefly Reviewing the Opportunity

This is our third post in our three-part series about students who have Some College, No Degree (SCND) non-traditional students. In last week’s blog post, we discussed the segment within these 36 million Americans who are most likely to return to school—Potential Completers.

Now, just because they have a high likelihood of re-enrolling, doesn’t mean they actually do it. But, since the National Student Clearinghouse Research Center’s original report in 2014, about 940,000 SCND students have since re-enrolled and have completed their degrees. That is roughly the same number of international students currently studying in the US – another valuable student segment we love to talk about.

There’s the projection that non-traditional students will double the enrollment growth of traditional students by 2022. This is why, a number of years back, the Intead team applied our targeted marketing research and execution skills to this growing segment. Our aim: position your institution to take advantage of the trends that matter. You've grabbed our non-traditional student marketing ebook from us by now, right? 

A Challenging Reality

We all know academic industries are slow to change and move. Convening the right team and presenting them with the data that supports change is how things get done. The team at Intead is often sought to facilitate that transition and help set a cogent and actionable plan for student enrollment growth...based on data.

There are many factors to consider as you evaluate how to maintain or expand your enrollment numbers in the face of significant market shifts. It is all about how you plan and execute.

Over the next two weeks, the Intead team, Patricia, Alicia, Stephanie and Ben, are attending a number of our industry’s major conferences: TABS, ICEF and AIRC. We will be sharing data on international and domestic student mobility at the high school and university levels and the digital marketing tools that can truly change your institution’s position in the competitive market – from peer-to-peer platforms, to artificial intelligence, and the ever shifting pay-per-click campaigns that engage your target audiences.

Developing an Actionable Plan

So, about those planning and execution tips to help you enroll non-traditional students AND a preview of all the market research we are about to drop.

Want to get a jump on it? Reach out: info@intead.com and Read On

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The GROWING Pool of Enrollable Students, Part 2

Last week’s blog post was about the rise of the Some College, No Degree (SCND) population who are returning to school. In the next three years, these non-traditional students are projected to double the enrollment growth of traditional student pools.

Let’s make sure your institution is poised to attract this new wave of students. It will require some significant changes in the way you do business and the student support services you make available. It will require that you and your colleagues be a bit more nimble than you’ve been in the past.

The concept of opening the doors to, and being more supportive of, non-traditional students is often well received by administrators. You already have some of them on campus. How hard could it be to expand this population?

From experience: internal discussions become challenging when you get to the implementation phases of the plan. The program offerings and student services available to this population need to be different than what you are doing now. And the marketing to this population takes some new thought and planning. It is not the same as reaching your traditional student market.

Week 2 in our three-part series – we are going to look at the most promising group within the SCND population—Potential Completers. Read on to find out what makes these students different and what you can do to attract them to your institution.

For those of you heading to Miami for AIRC and ICEF, we are excited to see you there. We’ll be sharing our latest data analysis on:

  • International high school student mobility (data from 167 schools analyzed)
  • African and Latin American international student influencers and motivators (12K+ student survey responses analyzed)
  • International student interactions with artificial intelligence and chatbots (180K+ interactions analyzed)
  • International student interactions with peer-to-peer platforms (200K+ interactions analyzed)

Phew!! That’s a lot of data!!! Hope to see you there. Drop us an email if you’d like to catch a cup of coffee together: info@intead.com.

Read on...

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The GROWING Pool of Enrollable Students - Part 1

Despite the dire headlines throughout the academic industry addressing the "looming crisis" and the excellent research on the topic from so many great sources (thank you Chronicle of Higher Ed), the availability of college-ready students is growing at a rapid pace.

How could we say such a thing!!??!?

Everyone knows the pool of high school students is going to fall off a cliff after 2024-2025, right? The demographic trends lines have shown this for years!!! The big academic marketing and analytics firms (you know who we are talking about) are pushing their predictive analytics services as your holy grail and so many institutions are buying into it.

Not so fast! Please, not so fast.

Welcome to our three-part series on Non-Traditional Student Recruitment. You will want to share this one with some key colleagues at your institution. There’s a theme to this series: Be Nimble!

Research and analytics must lead to action and results. And 36 million potential students could be evaluating your institution right now. Do you have the right advisers and team to help you be nimble and capitalize on the opportunity?

A recent comment from a highly experienced senior procurement officer regarding her institution’s contract with Intead, “There is no other company that could do this project for us.”

Listen to the Voice of the Customer

A time of change does require expenditure. Knowing where and how to spend is the key. The big question: Will the board-level advice you are paying for pay off for you?

Answer the bigger question that is actually going to improve your enrollment numbers. It is a question that your audience (students) are asking and you need to be able to answer:

“I want to move from here to there. Have others like me been able to do that?”

Read on for the clear direction for enrollment growth. It is not simple, but it is the future…

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How Students Pay You Is Changing - Part 3

This week we wrap up our three-part series on #FinTech, where we’re exploring how money for college can be found and moved faster, safer, and smarter, alleviating some of the headache for students, their families, and this time around, for university administrators. This is part of our focus on #EdTech and all the changes our industry is experiencing.

In our first piece, we talked about new student loan options, especially for students from underserved demographics, those looking for social equality, those who want unique repayment terms, and international students. Then last week, we jumped to alternative funding sources, such as micro funding, income share agreements, and new developments in scholarship FinTech.

Those areas of FinTech were all helpful to the students seeking ways to finance their educations and helpful for university administrators to understand as the financing tools and options you students can access change.

Today we are looking at what is new in the world of financial data and payment processing. Let's consider how your job might get a little easier.

And speaking of making your job a bit easier, we have 3 new Intead student recruiting research reports headed your way. Now is a great time to consider an Intead Plus Bookshelf subscription. Don’t miss these valuable reports to help you improve your institution’s recruitment game:

  • Student Interactions on Peer-to-Peer Recruiting Platforms
  • Student Interactions with Chatbots and other Artificial Intelligence Tools
  • Student Recruiting in Emerging Markets: Africa and Latin America

Or you can learn from us with a personal meeting: we will be discussing our latest research and presenting our student recruitment insights at the upcoming TABS, ICEF and AIRC conferences. Email us to set up a meeting.

Read on for important insights into a set of really valuable questions you need to ask before embracing the latest FinTech tools…

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How Students Pay You Is Changing - Part 2

This week we continue our three-part series on #FinTech, where we’re exploring how money for college can be found and moved faster, safer, and smarter, alleviating some of the headache for students, their families, and even for administrators. This is part of our focus on all things #EdTech.

Last week, we dove into new student loan options, especially for students from underserved demographics, those looking for socially conscious financing, those who want unique repayment terms, and international students seeking financing. If you didn’t get a chance to read it, you can check it out here.

A quick shoutout to NAFSA's latest issue of International Educator. It was in our mailbox this week and it should be available online soon. Great articles on priority topics: student services, student employment opportunities and Intead's and iSchoolConnect's article about artificial intelligence and chatbots. Great stuff well worth the read.

With 3 new Intead student recruiting research reports headed your way, now is a great time to consider an Intead Plus Bookshelf subscription. Don’t miss these valuable reports to help you improve your institution’s recruitment game:

  • Student Interactions on Peer-to-Peer Recruiting Platforms
  • Student Interactions with Chatbots and other Artificial Intelligence Tools
  • Student Recruiting in Emerging Markets: Africa and Latin America

Or you can learn from us with a personal meeting: we will be discussing our latest research and presenting our student recruitment insights at the upcoming TABS, ICEF and AIRC conferences. Email us to set up a meeting.

Now a look at alternative funding sources. Read on to find out what exists outside of student loans.

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How Students Pay You Is Changing - Part 1

When you think of student loans, your first thought might not be of the Space Race between the US and the Soviet Union, but that’s exactly where they started. Following the launch of the Soviet Sputnik, the first federal loan program began in 1958 with the National Defense Education Act (NDEA) to serve students studying engineering, science, or education degrees.

Since then, technology has rapidly advanced—both in outer space and right here in the earthly realm of higher education. Interestingly, tech has also advanced in how to finance education.

Continuing our exploration of #EdTech, today we are turning to FinTech in what will be a three-part series. Most of us have probably checked our bank balance online and many are cashing checks with a click of our cellphone cameras. The younger ones among us are transferring funds to each other using Venmo. (You had to pay your babysitter that way just the other week, didn't you?). These same digital advances in FinTech are starting to overlap with EdTech.

The rising cost of higher education is a huge concern for most students and families. Today we explore some of the new financial technologies that allow money to be moved faster, safer, and smarter for the students and families that are eager to attend your institution.

Why is this important?

Knowing what your target audience is into is always important from a recruitment and retention point of view. Is your institution making it easy for students to use the modern financial tools available?

In our FinTech series, we are going to look at new student loan offerings and alternative funding sources for scholarships and crowdsourcing. And while those are helpful on the student end, we will also discuss FinTech solutions for verifying financial details and aid approvals as well as payment management systems.

Quick reminder: This December, the Intead team will be attending the TABS conference in Boston, the ICEF conference in Miami Beach and the AIRC conference in Miami. Drop us an email if you’d like to meet and hear about our latest research. We are releasing 3 new market research reports in the coming months. So much insight!

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Enrollment Stresses: Oy Vey, No Quick Fixes

Everyone feels stress on the job. Recruitment and admissions teams are feeling it too, according to a recent story from Inside Higher Ed.

In Inside Higher Ed’s 2019 Admission Officers Survey, 336 admissions leaders weighed in, and the majority admitted they were concerned about filling their classes, especially in a timely manner. And not just a majority, but a super majority.

While we may wish for the stressless job, we knew what was in store when we took on this kind of work. And nothing relieves stress like the ability to point to a plan. Yet, the plan forward has so many options. Which ones are best for your institution? Where is the best ROI? The annoying answer: It depends.

Come see us at the AIRC Annual Conference in Miami in December where we will be offering a 3 hour pre-conference workshop on all the latest trend data and the actionable plans that help you move forward. Email us if you'd like to set up a meeting between Dec. 8 - 13 (ICEF + AIRC events).

So, let’s talk right now about the pros and cons of the various plans that lead to enrollment success.

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International Study’s Global $ Impact: How Does Our Industry Compare?

We report on student mobility trends in all of our research. Where are they going? What influences their decisions? How do we reach them with really great information to help them make informed decisions? These are the questions we ask and answer as marketers and communicators.

IIE data is always useful as a historical view of what happened over the past few years. What we also look for is data that is more immediate. What is happening right now. Better yet, how does what is happening right now affect what will be happening next year and beyond. The attempt to produce crystal ball predictions that have a bit more grounded intelligence and bit less unpredictable magic.

One of IIE’s figures that is helpful from a policy level and industry advocacy point of view is the size of the market. Education is an export for most countries and here in the US, IIE has helped us value that at roughly $36B. That is the value of international students coming to the US and spending their money on tuition, housing, food, transportation, clothing and of course, the BIG decision between Beats headphones or Jaybird wireless earbuds.

But we wonder how does this $36B relate to the GLOBAL student mobility market?

Read on to find out.

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