Enrollment of Chinese students in the United States has increased significantly over the past years as the graph below shows.
How can you attract and enroll more highly qualifed Chinese students to your university?
Recruiting in China is competitive and requires a focused and dedicated effort. Depending on what academic institution you represent, do not expect easy wins, but expect to work hard. Nevertheless, Chinese students and parents are eager and highly motivated to find the right academic education for their children. And, they are willing to pay for that education.
Too many U.S. universities focus on the American and international high-schools and the traditional tours such as Linden Tours in China. Unless, you are a highly branded and rated college, competition will be very strong.
Consider different student segments among the Chinese student population:
Most universities are focusing on recruiting only from Quadrant I, but the large majority of Chinese students can be found in the other three quadrants. Consider how you can support students with the appropriate services, including ESL and conditional admission.
The same way you are thinking about recruiting in the United States, consider the building blocks of your recruiting activities:
- Digital marketing
- Third-party recruiting resources
- In-country recruiting
- Alumni and faculty
Let's look at alternative ways to recruit students:
- Visit the second and third-tier cities
- Go directly to Chinese high schools
- Market your specialty programs to differentiate yourself
- Consider using commission-based recruiters, but be prepared to support your effort with marketing and other staff support (see our Blog http://bit.ly/Nj5cqQ )
- Work with your own ESL program or a third-party ESL provider.
- Start in a specific region and build a relationship with high schools and counselors
-Tap into social media and other digital tools
-Utilize alumni to promote their experiences
Let us know if you have other suggestions that worked for you as a new entry strategy for China.
