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Recruiting Intelligence

Cathryn Andrews & Ben Waxman

Is Your System GDPR Ready? International Recruitment Edition

It has been all over the news (and likely all over your inbox) – the new General Data Protection Regulations are coming into effect this week on May 25th. Are your data systems ready? Are you? 

The new regulations will require affirmative consent or opt-in from all leads gathered from the European Union. You may already know that your institution has taken the appropriate measures to comply, but have you read your new privacy policy in-depth? Do you understand the real implications on the day-to-day use of your CRM and your interactions with students? 

One last shameless plug, if you're going to be at NAFSA next week, let us know! We would love to meet you. Our session with Monmouth and Temple Universities on building internal alignment for international recruiting is on Wednesday at 1 pm. We promise a good show with real learning. Connect with us at info@intead.com.

Now, a high level review of what we should all understand about the GDPR and your role in protecting prospective students' data. We look at the regulations and the consent processes in a positive way: This is a form of pre-screening your inquiry list. A far greater percentage of the leads you capture will have a high level of interest in your institution.

Read on to find out why...

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International Persona Development: 101

You've heard us talk about the importance of persona development for your marketing work.

It's time to take this conversation to the next level. You're really going to want to share this post with your team, again. (Have you asked them to subscribe to the blog yet?)

The persona is such an essential tool in our industry, but do you really know what a persona is? Or why it's so important? And if so, when was the last time you stepped back to really examine best practices for developing your personas?

Switching topics for just a sec...Ben is in Moscow this week presenting at the Forum on International Education about digital marketing techniques to reach the global student market. Watch this space for a post with insights about the Russian student market at the high school, undergraduate, and graduate levels, as well as the Russian market's level of interest in certificate and online learning opportunities. The US-Russian relationship is at a fascinating point. There will be some great stories we are eager to share with you.

In this week's blog, we're taking it back to the basics. We invite you to join us for an quick tutorial on persona development and we offer you the option to download Intead's basic Persona Development worksheet. 

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2018 Bootcamp Insights: Lessons from International Student Recruitment Bootcamp

Hello everyone! This week, as we're sitting here in Boston in the middle of the third nor'easter of March, we want to share some insights from our International Student Recruitment Bootcamp held just 4 weeks ago (in a sunnier and warmer place).

We recognize that creating a global marketing plan to move your institution forward is no easy task. That’s why we got into this work in the first place. We enjoy helping you do the research, find the insights and work through the challenge. Our data and our experienced team are ahead of the curve in what has become a turbulent market place.

We believe that sharing insights from major conferences and events like this helps to push our industry forward, and we hope that you will read them with an open mind and take back to your institution anything that resonates with you. Remember, we're always here if you have any questions or are looking for support to build a stronger recruitment system. 

Below, we share a valuable set of insights and concrete tactics from our Bootcamp since so many of our readers were unable to join us. We covered all of this stuff in depth during the Bootcamp and provided some individualized and group attention to answer all the questions that arise. 

At the end of this post, we share a link for you to stay in the loop for next year's Bootcamp. Maybe you and your marketing director can fit that into next year's budget and really move your recruiting program dramatically forward. 

Read on for really useful tips...

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"Going for Gold" - Recruiting South Korean Students

This week, our bodies are at work, but our hearts are in Pyeongchang.

Here at Intead, the team has caught Olympic fever. Still, we’re not ready to quit our day jobs to take up curling or ice luging full-time quite yet – so let’s talk about training for student recruitment success in South Korea instead.

Coping with dropping numbers and a complicated perception of the value of a foreign degree are just a few of the challenges to recruiting South Korean students. In this blog post, we explore the current conditions and concrete actions that you can take to strengthen your strategy. 

In the midst of the Olympics, our team is headed to San Diego for some mental gymnastics with  your colleagues at our annual International Student Recruitment Bootcamp. Weren't able to register but still want to get in on the action? We will be livestreaming our keynote session with Dr. Philly Mantella and Dr. Rahul Choudaha on Monday February 12, 2018 4 pm – 5 pm EST.

The moderated interview will cover indicators of international student success, innovative recruiting pipelines, building recruiting budgets, and much more. Click here to reserve your space.

Continue reading to win Gold in South Korea (and if you don't go home with a medal, at least you'll have all the awesome links to great research and guidance we've inserted into the post below) ...

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#Trending Up or Down: Indian Student Mobility

We know that India is weighing heavily on the minds of international recruitment professionals all over the world... especially here in the U.S. How will mobility trends among this growing student population play out? And, where will the U.S. fall in the decision-making process of outbound Indian students? 

While the number of international students and specifically Indian students in the U.S. continue to grow, recent trends indicate that the U.S. is losing ground to Canada and Australia in the competition for Indian students.

Why?  We'll explore that question in this week's blog. And we will explore what you can do about it in greater detail at our International Student Recruitment Bootcamp in San Diego this February. Come learn with us, CGACC and our expert faculty – names from our industry you've known and respected for a very long time. We've limited this hands-on event to 100 attendees, so that the 1.5 days of learning and networking is intense and highly valuable to you.

Read on to see how the U.S. and your institution in particular should be approaching the Indian student market. And we hope to see you at AIRC and then ICEF in Florida starting next week.
Oh! and don't forget to attend our webinar TODAY at 2 p.m. EST on
Wielding the Power of Data for International Student Recruitment

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Trending: SMS Marketing for Student Recruitment

We've been reflecting on all we learned at NACAC 2017 and everyone we met in the Exhibitor Hall. It seems that things keep circling back to a marketing strategy that appeals to us—and one that is still developing and is prompting puzzled looks from some of our clients and connections. "How do we incorporate and manage SMS texting in our student recruiting strategy?"

As an initial primer, below we review some of the challenges and rewards of SMS marketing, and we evaluate just a few of the many partners available to help your institution use emerging and trending SMS tools. Trust us, the SMS space is growing.

But this post is just the beginning. Like so many of the emerging technology tools over the past decade, we can't stop there. We'll be publishing an SMS marketing guide and review of vendors in the SMS marketing platform space. You, as our loyal blog subscribers, will be the first to get it! Bonus, right?

Before we give you some initial SMS perspective so you can start doing a great job with this important marketing option, we invite you to meet us at any of our upcoming conference presentations. We will be presenting global digital marketing insights in Princeton, NJ at NAFSA Region X, October 23-25. We will be in Weston, FL at the 9th Annual AIRC Conference, December 6-9 and in Miami Beach, FL at the ICEF Workshop, December 11-13. Reach out to us for a cup of coffee and a conversation! We always love to connect.

Read on for some help developing your SMS student marketing plan.

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NAFSA 2017: Presentation Slides Now Available

For those of you who were at Nafsa (that was already a week ago!), we know you are still struggling to catch up with everything now that you are back (at least we are!). We hope you are taking time to enjoy an iced drink and breathe instead of getting caught up in the usual frenzied pace (we are trying on this end ;-).

We recognize that many of you were not able to make it out to LA this year, so we want to make our insights available directly to your inbox.

This year we were pleased to present two main sessions—the first with FPP EDU Media (see link below) on our latest prospective international student research on the influence of US Executive Orders and Brexit. This research will result in our next Know Your Neighborhood report – our team is hard at work on that already. The second presentation, with Megan Prettyman from Montana State University, was on best processes for selecting and implementing a CRM System for your institution.

Read on to see key insights from the presentations and download the session slides… 

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Greetings & Insights from NAFSA 2017!

Greetings from Cathryn (left), Ben and Elaine. This week we are writing to you from sunny Los Angeles where we are proud to be meeting with key leaders in the field of international student recruitment at the annual NAFSA conference! This gathering of thought leaders has put forth research and publications that will propel our industry--working to counteract the impact made by our evolving political environment. Or, so we hope!

We find ourselves surrounded by an outpouring of compassion, genuine concern and energy for the future of our industry. There are many focused on the safety and wellbeing of our international students, and their ease of travel into and out of our country. The right questions are being asked--how do we create and sustain an attractive, welcoming and safe environment? How do we effectively support groups facing discrimination? How do we counter negative perceptions on all sides? 

As we face such big, challenging questions, we felt the need to quote Jessica Sandburg of Temple University in her introduction to NAFSA's Guide to International Student Recruitment:

"We are those who help to open minds, bridge cultural divides, forge understanding and make meaningful connections ... At a time when the talk is of building walls, we are, and we will continue to be, those who open doors."

This bond is shared by all of us in international recruitment for higher education--a passion for breaking down barriers and creating a diverse, inclusive educational environment. 

Of course, we all know that passion is not always enough. This work is hard--really hard. And it is often not well-understood. This week, we have pulled once more from NAFSA's Guide to International Student Recruitment (see link below) to help you take an objective look at your existing marketing strategies and assess where you can make simple, efficient improvements. 

Read on for this week's helpful international student recruiting tips about conducting a digital audit of your global marketing: website, email marketing, social media... 

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Know Your Neighborhood - Fall 2017
Global Alumni Management for U.S. Institutions