Recruiting Intelligence

How’s enrollment going these days? Are your numbers where they should be? Is the trend on the right track?

For so many enrollment administrators, these questions prompt a level of anxiety because the trend is down and the storm clouds on the horizon bode more of the same.

There are steps you can take. And it is time to stand tall and act. Our advice: Never waste a good crisis.

Regardless of the field you work in as a leader, there is the perpetual challenge of launching new initiatives. The ideas and business plans are one thing – coming up with them is actually quite manageable. The world is full of opportunities that absolutely can and will succeed with the right team and resources behind them.

So here’s the question: Are you doing the assessments necessary to find the best path forward?

Market research looking outward can tell you where the opportunities are. Couple that with a deep internal assessment that identifies what is working well and where your investment of staff time and resources is doing the greatest good (and where it is not).

Learning Opportunities

One common element of this work is typically our digital audit to understand your online presence, web traffic and email performance. The results of this audit provide both market receptivity metrics as well as internal performance metrics.

You can access our experience and chart your path forward. At the AIRC annual conference this December, we will deliver a full-day workshop on global digital marketing and enrollment planning. This could be the low-cost opportunity that helps you jump start your enrollment plan overhaul. We hope you’ll take advantage of this opportunity.

Of course there is also our deep recruitment research and instructional library available to Intead Plus members (have you signed up for our can’t miss Intead Plus Webinar with Wajahat Ali: What’s a Muslim Student to Think?)

Read on to learn a bit more about what we look for as we develop customized enrollment plans for our clients…

This one is just begging for industry commentary. Kudos, REALLY BIG KUDOS, to Elizabeth Redden and Inside Higher Ed for her reporting on pathway programs. So many recruitment realities revealed, and struggles documented. Elizabeth’s research and prolific writing have advanced the industry conversation more than anything I’ve seen in a long time.

This post should be handy when your president or provost asks for your take on "what is happening with international" these days?

What just stole the industry conversation away from pathway programs is, of course, the U.S. Supreme Court upholding the Trump Travel Ban (aka the "Muslim Ban" that is *not* a Muslim Ban, cough, cough). With all the walls being built around this country by Washington to keep foreigners out, it just may be that pathway programs are more important than ever as a pipeline for recruiting international students. But as Elizabeth's reporting makes clear, institutions can't travel this path without clear leadership and a well defined strategy. Many are going this route in a way that will confound and harm them later. 

Our just-completed webinar with Karin Fischer addressed the Travel Ban decision and some of its ramifications. The recording will be available next week for viewing for all Intead Plus members (see below).

The institutions willing to share their struggles and successes with Elizabeth for the Inside Higher Ed story gave readers real insight into so many of the challenges in international student recruiting. Much of it has to do with factors external to the university and largely out of their control. Other factors are very much in their control and have everything to do with internal politics and alignment (or lack thereof).

When tied to Elizabeth’s article about recently released NAFSA research on the lack of planning that most universities have done around international student recruiting, one’s mind begins to spin. Lack of strategy and planning coupled with long-term contracts is a really bad mix. 

Read on for Intead's perspective on how pathway programs do and don't work. Buckle up...This will be worth the ride.

International student recruitment is hard work. So, when there’s help to be had, it’s silly not to take advantage... right? 

No, we’re not talking about hiring Intead to help you craft the perfect marketing plan (although...).

What we’re talking about right now is affordable, in-country support that not enough universities are using. We describe these options (and so much more) in our updated 88 Ways to Recruit International Students.  

That's right! The SECOND edition of our seminal ebook is now available as part of the Intead Plus membership. Fun fact: more than 8,000 of your global colleagues downloaded the first edition. And as part of the package, you'll have access to our exclusive webinar with Karin Fischer where we will reveal our latest findings about Indian and Chinese parents' perspectives. Gain a few new insights into what these important decision makers are thinking about a U.S. education for their children. Sign up now for the June 26 webinar.

The best-kept secrets we’re diving into in today's blog post are US government resources that can make a big impact on your recruitment efforts—and are accessible even if you’re on a budget. Please read on...

So we are here at Nafsa 2018 and it is the usual exhilarating whirlwind. We will present later today with power hitters Jon Stauff (Monmouth University) and Martyn Miller (Temple University). We’ll share our slides soon. And we have something really exciting to share right now, with this post. Keep reading…

Looking for new ways to connect with students from some of Africa’s biggest providers of international students, including Nigeria, Ghana, and Kenya? Trendy “tech hubs” are an interesting new student source to keep an eye on.

Diversification is key to a successful global recruitment strategy. With recruiting challenges and competition rising in China and India, smart money is looking at emerging pockets of talented and motivated students. These locales will not achieve the size of either India or China in terms of total numbers of students sent abroad. But that's not really the point. 

When you consider return on investment for institutions with low brand awareness, recruitment sources outside of India and China present real opportunities.

For U.S. institutions looking for talented international students (particularly at the graduate level), Africa's tech hubs may be just the place to forge valuable connections.

We've got your attention now, right? Read on for the valuable information you need to make solid budget allocation decisions.

Maybe it's the jet lag (it's not) but this most recent international jaunt has left me thinking big and getting a bit sentimental about the field we are in. You know all those cynics who refer to the international student recruiting work we all do with disdain saying, “It’s really only about the tuition dollars the international students pay?” Perhaps you can send them a link to this post and shift their thinking just a bit.

Last week I was in Moscow presenting on global digital marketing at The Forum on International Education. It was an honor to be invited to play a role in this effort by the Russian Ministry of Education as the government there implements an audacious plan to grow from about 230K international students to more than 700K choosing Russia for their post-secondary education. No small task.

At a time when the American and Russian heads of state are spitting at each other, I found myself in Moscow learning from my colleagues from around the world and taking time to visit many of Russia’s iconic and moving cultural achievements. Each evening, back in my hotel room, CNN told me about how our world leaders were acting in ways that left me more determined than ever.

Read on for reflections on the value of your work and the one important thing you can do right now in the face of international turbulence.

So your international enrollment numbers are ok, but not what you need them to be.

Or worse, like many of our colleagues, your numbers took a real dive over the past 12 to 18 months.

What steps can you take that will move the needle north? And north of what? How much growth can you expect? Oh, and how much investment will that require?

Let’s just take a breath and point out that, you ask some really hard questions!

Let’s try to answer them…with DATA!

Read on for some concrete next steps...

Reflecting on AIEA conversations and what we are seeing in the field, I find myself thinking about the risk of being a follower and the value of being a strategic leader.

• Followers see where the crowd is headed and go there without due diligence.
• Leaders see where the crowd is headed and then check the numbers.

This is important. Increasingly so.

The effort to recruit international students is heating up in the US. The pressure on university administrators is growing. With India and China sending the most students to the US, most newcomers to the field – the universities finally joining the fray and looking to diversify their student body – are turning to these source countries. It can be a mistake.

We are seeing the global education agent network being pressured to produce more students for more campuses. That increased pressure is going to bring us renewed stories of fraud and inappropriate recruiting behavior. We don't want to see anyone caught up in that mess.

It is important, REALLY important, to align your team with talent – the kind of partners who don't cut corners and have your best interests at heart. This field is full of questionable characters, as we all know. Many of us have the scars to prove it.

Following our travels to San Diego for our Annual Student Recruitment Bootcamp and moving on to DC for AIEA, the Intead team is grateful for all of the opportunities to connect face-to-face with you, our colleagues and friends in such a challenging time for our industry. (More on our Bootcamp in a post in March.)  Focusing on AIEA for a moment, we have to thank AIEA's Darla Deardorff for feeding so many of us with great information and wonderful food for a few days in DC. The AIEA conference was well run and well delivered. Informational and so often inspiring.

During the conference, we had the pleasure of giving presentations on enrollment trends with Kaplan International and on US–India university partnerships with Monmouth University and Sannam S4. Both sessions were filled with lively discussion and audience engagement. As always, we shared ideas and had fun learning from each other. Thank you to all who attended! It is always a pleasure.

Read on for more reflections and insights from the conferences and my thoughts on enrollment trends and predictions. 

2017 was too much to define in a single headline. A departure from the norm, as many have said.

The ramifications of the changes that occurred during the course of 2017 will be felt for years to come. They will play out in ways none of us can predict, for better or worse. While these kinds of statements or platitudes are always true, this is a period of more dramatic change than the US, and the world, have experienced for some time.

At a policy level, Mr. Trump came into office promising radical change. He has delivered on that promise. When change agents enter any situation, and they have some level of support, conflict ensues.

This is a time to gather the wisdom of others and make plans. Certainly not a time to sit tight and wait out the storm. You know those early birds gathering those worms...those are the birds that planned to get out there early and act.

Read on to gain a bit more perspective and be one of those early birds...

To all the friends we saw at NAFSA, I hope your week was valuable on many levels. I found this year’s conference more inspiring than the past few. Perhaps because we all have a renewed sense of purpose to prove the value of our work and our worldview.

I shared this sentiment with a colleague the other day and she sent back, “Agreed!”

There is much to consider as we move forward with our international student recruiting strategies. One thing is clear: waiting for the dust to settle is NOT AN OPTION!

When we shared our 2017 survey results with a nice-sized crowd at NAFSA this year, there were a few uncomfortable moments. The data regarding student sentiment about the US and the UK is not good news. What is important here is to take steps to mitigate the negative sentiment that is out there.

No question, international students are annoyed with US and UK foreign policy statements (to say the least). We can only imagine what it must be like to be a young person with a global mindset watching the leaders and citizens of important countries say, in effect, “We don’t want you here!”

Thanks for dashing idealism and entrepreneurialism around the world!

By making visas harder to obtain. By making customs more annoying to navigate. By reducing access to jobs and training opportunities. When posting salacious international headlines on a regular basis. The fires of discord are being stoked.

So what do we do in times like these? Read on for a subset of tips we shared at the conference. Our slides will be available next week.