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Recruiting Intelligence

Kate Mattern & Ben Waxman

Getting Smart about Edtech: Learning Management and Social Learning Platforms


OK, let's stay focused people!

So there are a few bad eggs out there doing admissions really, really wrong. You are not doing it wrong. We are not doing it wrong. We've got work to do, so let's ignore the headlines and get back to doing our jobs.

Just a few weeks back, we wrote about the growth and growing competition in the world of “edtech:” a broad term for the array of technologies designed to enhance learning, streamline the administration of educational programs, and improve student outcomes (find the post HERE). 

Current thinking divides the area of edtech into 8 segments and we will be discussing each of them in more depth this year. Our next Can't Miss Event is a webinar on Artificial Intelligence and its relationship to Machine Learning and Predictive Modeling. What does all this mean for international and domestic student recruitment and retention? 

Join Ben and Ashish Fernando, CEO of iSchoolConnect for an exclusive Intead Plus webinar on March 28 at 1 PM EDT: Artificial Intelligence for Higher Ed Explained.

We’ll be sharing valuable data about online behavior and technology trends, as well as case studies that will help you understand the role AI can play in optimizing your own student recruitment and retention plans. 

Register for the Webinar

Let's put it this way: It's a heck of a lot more than filtered lists and chat bots. And we are afraid that many others in the field are not thinking broadly enough about how this all works and what it truly involved. And of course, the consideration of what is affordable for the value.

Join us live—or if you can’t make it, heads up that Intead Plus subscribers will have exclusive access to the webinar recording (trust us: this is one you’ll want to refer back to and share with colleagues).

In our blog today, we are not about artificial intelligence. Instead we are focusing on edtech’s potential for better connecting students to resources and each other. Ensuring that students can easily connect with enriching materials and their fellow learners is a pretty basic goal of every educational institution...and yet, one that can be surprisingly difficult to do efficiently and well. And while technology can’t solve every problem...it sure can help a lot.

Read on for our review of 2 primary buckets of helpful edtech tools: learning management and social learning. What do these terms mean? How can they be helpful? And if your institution is already using these kinds of edtech tools, how can you know if they’re working?

Good questions—let’s get going.

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Hearing it Straight from the Students

You can’t do international student recruitment well unless you get (as in understand) international students. Given the diversity of this population (we’re talking millions of unique individuals from all around the world, after all!) — really getting international is easier said than done.

The longer you do this kind of work, the better you understand international students’ motivations, goals, and experiences on U.S. campuses. That understanding can shape your international personas, which should in turn shape all of your communications. 

Knowing your market is a career-long pursuit—you never finish learning as markets continually change. We are in a changing market environment right now. Student mobility is shifting. Canada is hot. The US is strong as a destination but seeing declining numbers. More countries are investing in recruiting activities (Germany, India, China, Japan, Russia, to name just a few). Ensuring your international student recruitment strategy incorporates the voice of the international student is more important now than ever.

This is what it is about right now: Disseminating believable messages of student academic and, more importantly, career success is vital to your recruitment efforts.

There’s no better source of authentic information than the students living and learning on your own institution’s campus. And what better source than students studying business communications and journalism?

This week we share the thoughts of three talented international student columnists to follow for extra insights. On this American Independence Day, we figured you might enjoy something you can read while lounging poolside, lakeside, with an ocean view, or in the shade while waiting for the grill to heat up.

Consider this: who will you share this marketing insight with on your campus to get your institution's brand a bit more global attention?

Kudos to these three journalists. And happy reading!

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Student Recruiting, #DeleteFacebook, and You

It’s been a crazy few months of press coverage for Facebook, a giant in the world of digital marketing platforms. The company’s data crisis involving Cambridge Analytica has embroiled them in government scrutiny, heightened international political tensions, and angered individual users and advertisers alike.

Reactions like the #DeleteFacebook campaign may have you wondering: is Facebook advertising still an avenue for international student marketing?

Our money’s on “yes.”

Read on for our usual dose of valuable perspective.

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Canada: U.S. Student Recruitment Threat?

Canada is after your students!

Canadian universities are seeing a spike in international student enrollments, fueled by a political climate that has some students spooked about studying in the U.S.   According to Inside Higher Ed, international enrollments rose 10.7% for Canadian institutions from 2016-2017, a period during which the U.S. saw a 7% decline.

Some students enrolling in Canadian institutions hail from countries that American institutions have long relied upon. For instance, the Hindustan Times reported that the number of Indian students enrolled in Canadian institutions topped 100,000 for the first time in 2016.

But for American universities, the threat is actually two-fold. Some of Canada’s international students are America’s domestic students—so that means that your Canadian competitors may be siphoning both your domestic and international enrollments. Not looking so polite now, huh?

Read on to get the recruiting perspective you need.

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Learning the Safety Dance: Reassuring Prospective Students

 

Let's reflect on the recent past and discover how the trends inform our thinking and doing.

Right now, we are reflecting on the fact that between 2016 and 2017, the prospective international students we surveyed in partnership with FPP EDU Media reported increased interest in safety. In our 2016 survey, 23% of students indicated that their sense of personal safety in the destination country was a strong factor in their decision making. In 2017, 88% of students said that a strong campus safety program was helpful or very helpful to their decision making.

Although the questions were slightly different between the two surveys, we were struck by the notable jump. The significant difference in the figures suggests a dramatic rise in the importance of this message to international students considering studying on any given campus.

The FPP EDU Media - Intead Know Your Neighborhood Reports were recently covered by The PIE News in a January 2018 story. Personal safety is on students' minds.

The message is clear: in an increasingly unpredictable world, prospective students are thinking more and more about their personal safety. As a result, we are seeing more and more institutions eager to counteract prospective students’ concerns that the U.S. is a place where outsiders are unwelcome and unsafe.

In our work, we develop customized content and design to help each institution promote its strongest features and opportunities to their student audiences. We work hard to educate the field on the trends and what the data tells us to do next as marketers.

We are looking forward to sharing our research and action plans in sunny San Diego where we will host our second annual International Student Recruitment Bootcamp with CGACC from Feb 11-13. The following week we will be in Washington, DC, presenting more data at the annual AIEA conference.

We hope to see many of you at one or the other and we hope you might consider joining us at our presentation with Lakshmi Iyer from Sannam S4 and Jon Stauff of Monmouth University on  Maximizing Your Indian University Partnerships during AIEA! Please be in touch if you'd like to schedule a coffee and evaluate opportunities to enhance your recruitment program. 

So, the million-dollar question is: how do you communicate that your campus is a safe place to call home...without unintentionally scaring prospective students away?

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Tangles in the World Wide Web: Internet Interference & You

Sometimes, the internet can feel like the wild west. Yet readers of this blog and international recruitment pros know: things are not as free-wheeling as they may appear. Around the world, government restrictions on internet access abound. 

You may already be familiar with specific platforms that are not accessible abroad – Google SEO efforts won’t help you reach students in China, prospective Indian students probably aren’t seeing your Tweets, and Iranian students can’t freely access Facebook, for example.

But are you keeping your eye on government internet interference in your target markets more generally? And do you have a plan for how to respond if channels that were once your online go-to’s cease to be available to the students who you most want to reach?

Read on to see how you can be aware and protect yourself against potential changes...

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