Recruiting Intelligence

Can you hear the clamor? That's enrollment professionals across the US trying to figure out how to fix their graduate enrollment numbers. Oh, and their undergrad numbers too. You've probably already been thinking about where the emerging markets are for higher education as the enrollment trends shift.

The tools we use to segment and engage global student markets are equally applicable to domestic markets here in the US as well. We have a number of international higher ed clients seeking to build awareness in and enrollment from the US market.

The US domestic market is a complicated one, to be sure. As the current international enrollment numbers decline, we are helping both foreign and domestic institutions identify and capture new markets. It's a time of great dynamism. 

Want To Know What Your Peer Institutions Are Doing?

This is why we are talking more and more about "non-traditional" students. Did you know that non-traditional student enrollment is projected to grow 21.7% from 2016-2022? 

A desire to attract these domestic segments (the range of non-traditional students) is transforming the way that many institutions think about their programs, campus life and overarching communications strategy. 

You may have read our guest blog post from a few weeks ago by Dr. David Di Maria, covering the many similarities between the underlying motivations of international and non-traditional students. If not, we highly suggest you check it out here. 

This week, we want to share with you some personal stories from the people behind institutional brands doing very big things in the field of non-traditional student recruitment. We're willing to bet there are a few people in your own institution (just a few clicks away) who could use these insights.

As always, we encourage you to share this content. And we encourage you to reach out to us and let us know what challenges you are facing. Maybe you can prompt our next research project.

Are you ready? All of these excerpts are taken directly from full-length interviews you can read in our latest e-book, Quality. Cost. Convenience. How Academic Leaders are Competing for Today's Non-Traditional Students. If you enjoy what you read here (or know someone else who might) we invite you to download the full e-book. 

Let's see what some of your most innovative peers have to say... 

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!

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...

Dr. David L. Di Maria, Associate Vice Provost for International Education, University of Maryland Baltimore County, is a renowned expert on international education. Dr. Di Maria previously served as the President of the American International Recruitment Council (AIRC) and Chair of NAFSA’s International Enrollment Management Knowledge Community. We’re delighted to have him as a guest writer here on the Intead Intelligence blog.

Before you dive into Dr. Di Maria's wisdom, we need to share the opportunity to gain wisdom from one of our other industry's leaders: Karin Fischer, veteran education industry reporter whose stories appear in the Chronicle of Higher Education and the The New York Times will team up with Intead CEO Ben Waxman to explore current political perspectives coming out of China and India. 

It’s simple: non-traditional students are changing the landscape of higher ed in the U.S.

The typical “traditional” college student is 18-to-24-years-old, living on campus, and financially supported by parents. That archetype is fading into history. More and more, students are…

• Embarking on degrees while juggling careers, kids, or parents who they support
• Living off-campus
• Completing their education online
• Taking courses part-time

These students are rapidly becoming the new traditional. And yet, they are too often left out of the global learning community.

How do we fix it?

Isn’t it nice when someone just makes things easy?

At home, we love it when our partners empty the dishwasher, the kids trot off to bed without a fuss, the cable guy shows up when he’s supposed to, or the DVR remembers to record our favorite show even when we mere humans have forgotten. Everybody loves it when someone takes care of the work, leaving you to sit back and relax!

At Intead, we get that same sense of “wow, thanks!” when someone serves us up quality data that is organized clearly. It’s nerdy, we know—but if you’re reading this blog, we bet you share the same appreciation for easy-to-interpret info.

So we want to share one of our favorite datasets with you: Mapping SEVIS by the Numbers, provided by the Department of Homeland Security. And yes, we are actually saying “thank you” to SEVIS. We’re as surprised by this as you are ;-)

Read on to learn about how available SEVIS data can provide some great insights into your global recruiting efforts. This stuff can tell you a whole lot about which countries might work best for your recruiting for specific programs. It can also give you insight into your efforts to attract transfer students – international students already studying here in the US.

Below, you also will find a link to our NAFSA presentation slides about aligning your internal stakeholders and gaining the support you need to recruit. The stories shared by Jon Stauff (Monmouth University) and Martyn Miller (Temple University) gave some real world, in the trenches perspective. The slides really don’t capture all that was shared.

Please be in touch if you’d like to learn more (info@intead.com). Better yet, sign up for our new Intead Plus membership and get a continuous stream of helpful data, tools, and a Google Analytics review that can put you in a great position to strengthen your recruiting game.

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…

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...

By the end of 2017 China had become the most popular destination for international students in Asia. What factors are contributing to this rise? What does it mean for your institution? Let's look at the data...

In 2017, 57K international students told us whether recent events were prompting them to change their desired study abroad location. Interested? We published our findings in our latest Know Your Neighborhood report produced with FPPEDUMedia. Props to FPP's database of more than 1.8M international students choosing a study destination!

Students interested in changing their minds told us that the top reason was not enough scholarships (31%). And, 88% of respondents said they would be less likely to study in the US if the government restricted work opportunities for foreigners. Frankly, all of the data points to career opportunities as a primary motivator. Always surprises us that this is not a core message in so many universities' marketing. But we digress.

Understanding the importance of these two factors, scholarships and work oppotunities, let's look at how China's "One Road One Belt" policy (see image above) is a significant factor in creating a supportive economic loop among many Eurasian countries (see explanation below).

Before we dive into all of that, we hope you will be joining us at NAFSA where we can show you how to garner internal support for your global recruitment initiatives! We will be presenting "Who's Got Your Back? Building Internal Support for International Recruitment" with with  Dr. Martyn Miller, Assistant Vice President for International Programs at Temple University and Dr. Jon Stauff, Vice Provost for Global Education at Monmouth University on Wed, May 30 at 1 pm.  

We hope to see your smiling faces in the audience! And please, ask us any questions! We love an engaged audience. The challenge of building on-campus support for your plans and budget is common across all of the universities we talk to. Let us know if you'll be there (info@intead.com).

Read on to explore China's successful approach to international student recruitment...

So many international student lead generators….so few real conversions. The challenging truth is that there are no simple fixes to global marketing, though many companies pitch them.

List providers and university search sites offer an understandable allure to over-worked and under-resourced student recruitment professionals: thousands of leads, obtained with the swipe of an institutional credit card. But like everything else that sounds too good to be true, there’s a catch. Kind of a big one.

Give this week's post a read and consider the value of unique lead generation campaigns – and then attend our session at NAFSA to learn how you can pitch the idea and build internal support for all of your international recruitment efforts. Join us at our session: "Who's Got Your Back? Building Internal Support for International Recruitment" on Wed, May 30 at 1 pm with  Dr. Martyn Miller, Assistant Vice President for International Programs at Temple University and Dr. Jon Stauff, Vice Provost for Global Education at Monmouth University. 

Valuable information follows. Read on...