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Recruiting Intelligence

Female Leadership in Higher Ed: Reflection & Inspiration

Returning from NACAC this week and reflecting on all of the amazing individuals we met and experiences we shared, one conference session in particular stands out.

We were struck by Women in College Admission: The Impact and Power of Female Mentorship delivered by Meylin Andares, Director of Enrollment Management & Student Success - SUNY System, Nikki Chun, Senior Associate Director, California Institute of Technology, Ashley Cole, Director of University Counseling, Rochambeau French International School, Kristen Harris, Director, College Readiness Supports, NYC Department of Education and Lisa Sohmer, College Consultant, Sohmer College Counseling. 

It was an honor to hear these women's stories and it's an honor to share a few highlights from their presentation here with you this week. Just like so many of you, our eyes and ears have been keenly tuned to the media these past week as we watched the testimony of Dr. Blasey Ford and considered the #MeToo movement in the context of higher ed and all of the strong female leaders we know and respect so deeply.

This week, we want to introduce you to a few of the many female leaders we admire and who inspire so many others in the field. If you are a woman in higher ed, we see you, and this one's for you!

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Key Factors in a Changing Environment – Insights from NAFSA

This week, we are proud to share with you an article from our friends over at NAFSA (with their blessing, of course).

We were struck by the insightful way that this short section in International Educator's September/October 2018 edition captured today's market challenges in a realistic, unflinching light. Rather than emphasizing one factor impacting higher education (politics being a popular choice), this section takes a wider look at the many diverse conditions affecting overall enrollment.

This brief summary is evidence that many of our day-to-day concerns are not limited to international recruitment, and now is not the time to back away from building your brand internationally. As competition grows, both domestically and internationally, you want to be in a strong position to continue attracting students and maintaining your enrollment. We've all faced periods of enrollment challenge before. Shrinking away was not the answer then and it is not the answer now.

In that vein, we invite you to join our session at NACAC on Saturday 9/29 at 10:30 AM for our Presentation: International Alumni Relations: The Neglected Tool in Your Student Recruitment Arsenal?  Earlier this year, in partnership with Academic Assembly we surveyed over 1,000 US institutions on their international alumni engagement practices and needs. At this session, we will present and interpret the findings of this research and offer practical ways you can leverage your international alumni network to strengthen your recruitment and development efforts. 

We have another great collection of Intead research and insights coming out next week. You don't want to miss our Webinar: Agent Commission Structures and how to maximize your recruiting agent partnerships on Thursday, 10/4 at 10 AM EST. Register here. All registrants will receive a copy of the full report following the webinar. 

Intead works with our institution clients to help them determine the best regions and channels for their strategic enrollment plans. Our proprietary research and the custom research we do for our clients makes all the difference.

As you consider your recruitment channels, we recommend you refer to Nafsa's excellent summary of the factors we all must weigh as we adjust our enrollment plans to the current global geo-political environment...

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10 Websites in China Your Admissions Department Should Know

The following post has been updated from an article published on ICEF Monitor on September 5, 2014. It was originally co-authored by Michael Waxman-Lenz, co-founder of Intead, and Jiangyinan Zhai, a graduate student of integrated marketing at New York University. It has since been heavily revised and updated for 2018 by Intead's very own Wanhua (Jenny) Yuan, Digital Analyst; Cathryn Andrews, Marketing Communications Manager; and Ben Waxman, CEO. 

Is your admissions department challenged with social media and digital media management? It’s no wonder with new sites, platforms, and new channels coming up all the time.

Approaching the Chinese student market is a challenge – there is no doubt about it. The Chinese digital world essentially exists in it's own self-contained environment, limiting or forbidding access to many western sites and operating an entirely unique set of platforms. Where to begin? 

We would like to give you a number of practical pointers to enhance your knowledge and your management of the digital footprint of your university or high school in China.

Special Notes: This month Intead releases our latest research report, in partnership with Vericant: What's on the Mind's of Chinese Parents? A Research Report for U.S. Admissions Professionals on the Factors Swaying Academic Decision-Making. This post will include excerpts from the report detailing websites that Chinese parents indicate have been influential in their academic decision-making process. To learn more about these sites and how you can use them to promote your institution in China, you can download the full report as part of an Intead Plus membership. So much value. So little cost.

Ben and Patricia look forward to catching up with many of you and your colleagues at NACAC in Salt Lake City next week. Get in touch so we can tell you more about our latest research and learning (info@intead.com). 

Some great marketing tips follow. Read on...

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Canada and Saudi Arabia: Strategies to Support These Students

Unless you’ve been avoiding the international student news for the last few weeks (we almost wouldn’t blame you), it’s likely that something about the Saudi Arabia/Canada debacle has crossed your screen. But, you may be like many people scratching your head still thinking “wait what happened?” or maybe you’ve moved to, “is there anything I can do about this?”

Intead’s team has been supporting our clients as the international student sands have shifted over the past few weeks. We are helping them make valuable connections that can support some 15,000 Saudi students who are caught in the middle of this political dust up.

And, we are thankful for some on-the-ground news from our friend in the field, Nelson Padron. Some of you may recall Nelson was one of our faculty at our first International Student Recruitment Bootcamp. His international career has him traveling extensively and with his recent trip to Saudi Arabia, he sent us some valuable perspective we wanted to share with you.

Let’s take a little time to dissect the problem and identify next steps that your institution could take to support the thousands of students displaced by this political scuffle. We all want them to maintain their studies with as little interruption as possible.

Before we dive into that, a reminder that we will be presenting at NACAC in Salt Lake City in a couple weeks. Drop us a note if you'd like to meet (info@intead.com). 

Read on for Saudi student tips... 

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Meet the Intead Research Advisory Board

Student enrollment research just took a huge flying leap forward.

We are proud and humbled to announce the formation of the new Intead Research Advisory Board

For over a decade, we have produced industry research reports that are trusted by student recruitment professionals across the country and around the world. Now, we are partnering directly with some of the strongest voices in the industry to bring you even more cutting-edge insights. 

Our in-house team is stacked with talented market and data analysts, content developers and designers who unearth valuable industry insights and bring our reports to life. Having this additional layer of industry expertise will take our industry perspective to a new level.

Market insights, yeah, we got those!

“I've long admired the range of student recruitment and enrollment marketing research that Intead conducts and disseminates,” shared Jessica Sandberg, Dean of Enrollment at Duke Kunshan University, and one of our founding members of the Research Advisory Board. “Being a part of this work with Intead keeps me on the cutting edge of where student enrollment is going. I'm delighted to be working with this great group of people.”

Who else is involved and what research will emerge? Read on...

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Student Recruitment Mistakes of the Desperate: Part 2

This week we are continuing our two part series on the all-too-common mistakes that happen when recruitment professionals are caught between increasing strain on limited budget and rising enrollment demands. Didn't get the chance to read part one? You can do so here.

As you read this series, you might think, "yep, I've been there..." or "hey, I would never do that!" ...Either way, we would love to hear from you! Want to discuss your recruitment strategies and how to avoid these pitfalls, or learn about strategies for how your institution can continue to excel? We would love to meet with you. 

We are currently setting up meetings for NACAC Sept 27-29. Ben will be in G block on September 29th at 11:30 am, presenting along with Daniel Spadafore from Michigan State and Gretchen Dobson from Academic Assembly: International Alumni Relations: The Neglected Tool in Your Strategic Recruiting Arsenal?  Beyond that, our meeting schedule is fairly open. Ben, Patricia and Elaine will all be there learning and meeting.

Have you captured our e-book: Global Alumni Management for U.S. Institutions: State of the Field 2017 In it we discuss our survey of over 1,000 US institutions on international alumni engagement practices and needs. At this session, you will learn how we interpret the findings and some practical ways you can leverage your international alumni network to strengthen your recruitment and development efforts

Alright, that's enough, huh? Let's get into it -- Part 2 of Desperate Recruitment Mistakes... 

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Student Recruitment Mistakes of the Desperate: Part 1

Perhaps it was the Saudi and Brazil bump that put your institution in good shape a few years back, with international students flowing in. But, you aren't impervious to changes in the market. Like many institutions, you may now find yourself looking around thinking things seem a bit less rosy.

We are continuously approached by universities and boarding high schools from around the world seeking international student recruiting advice. They are all at different stages of maturity in terms of their enrollment and admissions processes and we enjoy the challenge of figuring out how to resolve the unique problems each of these institutions face.

More often than not, institutions are hung up on the common challenges of people and budget. This is true of most service industries (and, in fact, product driven industries as well). There is no lack of ideas and opportunities. The only thing holding them back is the difficulty of aligning the team (people) and willingness to risk the funds (because there are no guarantees of success).

Often (more often than we all care to admit) we are approached by academic leaders who are desperate. It is late in the enrollment cycle and enrollment numbers are not where they should be. They were once successful and numbers were solid, and now they are not. Budget dollars are extremely tight. And yet, growth is demanded. What to do?

This is the first of a two part series in which we are discussing the all too common mistakes of the desperate. Those who have been in the industry for a number of years have seen this state of affairs at different times: the pressure to produce without the time and resources to do it right. And looking back at those times, we all know what the result was: ineffective and disappointing.

To do marketing effectively, you need experience, creativity, consistent project management (execution) and tracking (analytics). All of that takes time and money. When done well, you are in the strongest position to see results. When done hastily, without solid investment and for short, inconsistent bursts, there really is little opportunity for success.

This is why we do what we do here. We try very hard to keep institutions on the right path. Sustained growth is rare and difficult to achieve. Lean years happen. Our market research and creative agency services keep offer the industry intelligence you need to achieve growth and survive those years. These services do require a level of investment. Intead Plus is a great place to start, with full access to all of our research, planning worksheets, and state of the field webinars.

Read on for our first set of common mistakes academic leaders make when desperately trying to improve student enrollment numbers.

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You Have Your Student Segmentation, Now What?

Student segmentation and predictive modeling are becoming mainstream discussion topics for university administrators. How do you reach, recruit and serve different student segments?

We have once again been reflecting on a report distributed by the Parthenon Group a few years ago that we still find relevant today. Isn't it amazing how strong content can remain relevant over time? This particular study on audience segmentation was called: The Differentiated University. Let's take a look and see what new insights you (and all of us) can take away from this research. 

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Working with Education Agents: What Now?

This week, we are taking a look back at one of the more controversial topics (still!) in international recruitment – the use of agents. 

Originally, we thought this discussion was done when NACAC agreed that there was, in fact, an ethical way to engage agents to support your international student recruiting. Well…the debate wasn't quite over, for some.

We’ve all heard the education agent debate—how do I find and sustain ethical and productive relationships that benefit both my institution and my prospective students? How do I know whether I am working with the right agents? And ultimately—is using agents worth the risk? (Because we all know there are some bad actors out there).

This week we are taking a look at the regulations and a few of the underlying arguments and the evidence on either side.  

In September of 2016, the National Association for College Admissions Counseling (NACAC) amended two parts in their guidance to U.S. educators on using education agents. This code of ethics, titled Statement of Principles of Good Practice (SPGP), was originally adopted in 2014. This document lays out the code of ethics and standards for the association and its members.

Then, in April of 2017, the U.S.-based Middle States Commission on Higher Education proposed new policy languages that would prohibit use of incentive-based compensation for international student recruitment. That objection eventually died on the vine.

Add to that the changes taking place in China and Vietnam around how these countries have recently relaxed regulations for recruiting agencies so that almost anyone can raise their hand and announce they are now a student recruiting shop.

Yet, the American Council on Education (ACE) recently released a report on internationalization efforts by U.S. institutions and they shared this: In 2011, 17% of respondents were engaged with education agents compared with 45% in 2016. Hello!

Our own recent research with FPP EDU Media that we presented at NAFSA in 2017 identified that 50% of international students find education agents helpful as they evaluate their options. And our sample size? More than 1M students surveyed resulted in 57,000+ student responses from 65 countries! (Find the link to our slides below). Those results are some of the most substantial and reliable in our industry.

Bottom Line: While the use of education agents by U.S. institutions is on the rise (considerably!), concerns about unethical practices are being addressed. Have you figured out where the best and most reliable agents are around the world? Is your institution too fearful of the downside? If so, you are probably not relying on THE recruiting channel that pretty much all institutions with any significant increase in international student population are using. And they use agents successfully. If your goal is to increase international student enrollment, ignore this recruiting channel at your own peril.

Read on to get some of the details of recent regulatory challenges and our insights into using agents to support your international student recruiting. This channel cannot be ignored. The risks are really only in whether you put the right processes in place to select and manage your recruiting team.

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What Do You Want to Learn? Vote for the Next Intead Webinar

Please, share your ideas with us! 

Every day we spend time lovingly crafting content to help you and your team build a stronger approach to international recruitment. 

This week we simply want to know: What do you need most?  What would you like us to research?

As we continue to expand the offerings available as part of Intead Plus, we want to ensure that we are creating content that fills your needs and effectively supports your recruitment team. With so many facets of the recruitment process, there are so many possibilities! That's why we ask you, our loyal readers, to let us know what you need, right now.

Please take 30 seconds to fill out a one-question survey and let us know what you think!  

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