Recruiting Intelligence

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… 

To all the friends we saw at NAFSA, I hope your week was valuable on many levels. I found this year’s conference more inspiring than the past few. Perhaps because we all have a renewed sense of purpose to prove the value of our work and our worldview.

I shared this sentiment with a colleague the other day and she sent back, “Agreed!”

There is much to consider as we move forward with our international student recruiting strategies. One thing is clear: waiting for the dust to settle is NOT AN OPTION!

When we shared our 2017 survey results with a nice-sized crowd at NAFSA this year, there were a few uncomfortable moments. The data regarding student sentiment about the US and the UK is not good news. What is important here is to take steps to mitigate the negative sentiment that is out there.

No question, international students are annoyed with US and UK foreign policy statements (to say the least). We can only imagine what it must be like to be a young person with a global mindset watching the leaders and citizens of important countries say, in effect, “We don’t want you here!”

Thanks for dashing idealism and entrepreneurialism around the world!

By making visas harder to obtain. By making customs more annoying to navigate. By reducing access to jobs and training opportunities. When posting salacious international headlines on a regular basis. The fires of discord are being stoked.

So what do we do in times like these? Read on for a subset of tips we shared at the conference. Our slides will be available next week.

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... 

This is it – NAFSA is only one week away! As we prepare to travel and present our latest research, we find ourselves reflecting on how you do all that you do. The limited resources and hectic schedules as you meet with students from around the world. As always, we’re looking for ways to help. 

This week we are considering – how can you do more, with less?  We all wish we had more – more time in a day, a bigger budget, a larger team – the list goes on. As you know too well, in international student recruiting, the ideal strategy is often out of reach due the many distractions of running a complex office, limited funding and supersized expectations from above. Not to mention the fact that the rest of the campus seems to never understand your role.

We hear this a lot from international recruitment professionals. In fact, it was one of most cited “pain points” from a recent survey we conducted with our blog readers. So, if you find yourself facing these challenges, you’re not alone.

Any solace there? Maybe a bit. Better yet, let’s look at how to proactively make your situation better and your results stronger.

Read on for recruiting tips and a list of how/where to get the best data available to guide your global recruiting program…

This week, we are taking a look at the most successful destination country in Europe – are there lessons to be learned from the German recruitment market? As competition to attract international students becomes more pronounced, how can we encourage German and other European students to study in the U.S., despite the obvious attractions of remaining within the EU?

While the U.S. continues to top of the list of countries hosting the highest number of international students, Europe remains the largest host region. Of course, this is largely due to the fact that many of these students come from nations within Europe itself. In fact, internal mobility is so high that as many as 77% of internationally mobile students from Western Europe remain in the region. So, how are you expected to recruit in a country that has such a strong hold on its students? The good news – the U.S. already has a foothold in prospective students’ imaginations.

Bottom Line: Europe is a particularly difficult market to break into, as students generally take advantage of programs like Erasmus+, which offer ease of study between EU countries. Additionally, the cost of European tuition and application fees tend to be much lower and the need for U.S. visas can take its toll on students who are accustomed to free travel within the EU. Still, the interest is there for many German students to come to the US, while the competition of Germany as a study destination grows.

Still a few meeting slots left on our Nafsa schedule at the end of this month. Please be in touch if you would like to schedule a meeting with one of our team out in LA. We have so much research to share (info@intead.com).  Read on for ideas on how to differentiate your academic offerings and compete effectively. 

Recruiting Students from Indonesia

As we monitor our changing political landscape and the far reaching impact of U.S. executive orders, we watch for developments in emerging markets and opportunities to diversify your student recruitment. This week, we are exploring the current status of the Indonesian market and looking at highlights from a study on the underlying motivations driving Indonesian students to study in the U.S.

With so many other Asian countries stealing the spotlight, we find that Indonesia doesn’t always get the recognition it deserves as a growing market for student recruitment. Securing a place in the top 25 undergraduate recruitment markets, as well as showing significant growth in the number of non-degree seeking students, it is worth a look. Still, as with all Muslim majority recruitment destinations, addressing visa questions and other concerns will prove key to your recruitment success…  

Fittingly, we will be discussing these concerns – and strategies for overcoming them – at NAFSA in just a few weeks. We hope that you will attend our sessions (we have 4 presentation times) and take a look at our latest research results. Email us to set up a meeting time in LA: info@intead.com. 

In the meantime, we invite you to read on to explore the possibilities in Indonesia as a recruitment destination…

Maximizing Your Student Lead Conversion

According to Hubspot, 55% of visitors spend less than 15 seconds on your website. That isn’t much time, so you will have to make the most of it—that’s where we come in.

This week we focus on some basic digital marketing tips. We are bringing you a selection of landing page design and content approaches to increase conversion rates—the essential tools for effectively recruiting prospective students online. Landing pages can help you effectively drive visitors to fill out information capture forms or guide them to the most relevant section of your website. Well-designed landing pages can increase your chances of turning visitors into leads, and converting those leads into enrolled students.

Hit your target audiences with key, search optimized information and relevant offers; make the search easier for them, and the chance of conversion is higher for you.

This digital marketing lingo may be a bit intense for some of our academic readers. Chances are there is someone on your staff charged with making your website and your digital marketing work really well together. That person would really appreciate it if you sent them this post. It might simply confirm that they have their act together, or it might spark a few new ideas. And if that person is you, read on to get our take on how a strong landing page will increase your lead conversion rates.

Student perceptions ARE their reality.

We are all facing growing concern about the flow of Indian students (and other international students) to the US as a study destination. We are hearing their concerns about US visa and H-1B processes. While the new US administration has not made any real policy changes for Indian students, perceptions have changed. Many Indian students are perceiving that a U.S. education is less accessible and the door to US job opportunities is closing.

Are we up to the task of changing these perceptions? Are we able to reassure Indian, and other international students, that the educations US institutions provide continue to represent tremendous value and advanced career opportunities?

Ironically, one of the most powerful assets your institution has is also often one of the most under-utilized. As an institution, you already have a built-in network of loyal advocates who are, more than likely, already doing your promotional work for you. They are willing, eager and well positioned to talk about the value of your institution: your global alumni network.

The question is: have you made effective use of this key advantage?

We’ll be talking about using alumni and other international student recruiting tactics at NAFSA in LA next month. We hope you’ll take a moment to schedule a meeting with us if you are attending, too. Let us share our latest jaw-dropping research with you.

Read on for a set of essential tips and techniques for making effective use of your alumni network to recruit international students, around the country and around the world.

(Pro Tip: share this post with your Alumni Office.)

As our global political and economic climate continues to shift, we are always looking for new areas of growth for U.S. international student recruitment. Recently we’ve written about recruiting in Chile and Colombia, so it is of particular interest to us that the Peruvian middle class outspends both countries on education—and the market is showing signs of growth.

Did you know that the new Peruvian government, elected in 2016, has committed to becoming a bilingual country? While opening opportunities through bilingual education, the Peruvian government is also offering scholarships to help students break down the financial barriers to international study.

Bottom Line: As with any country, recruiting in Peru has its challenges—both cultural and economic, but last year alone, the number of students coming to the U.S. from Peru grew faster than any other country in Central or South America. The students are increasingly bilingual and have access to government-funded scholarship opportunities. The interest is there. It is now the job of U.S. institutions to step-up student recruitment efforts in the face of strengthening ties between Peru and the EU, as well as other Latin American nations.

Have we piqued your interest? Read on for recommendations for recruiting international students from Peru…

Given the dramatic changes in today’s political and economic climate, we know there is one question weighing heavily on your mind—how will this affect my international student recruitment?

Last year, 40,000+ prospective international students told us what they thought, and now we are ready to share their insight with you. Along with some concrete marketing recommendations.

This week, we are excited to announce the release of our latest research, compiling all of the insights gained in our 2016 Know Your Neighborhood survey launched in partnership with FPPEDUMedia.  

By now, you may have heard one of our key insights—60% of the 40,000 students said they would be less likely to study in the U.S. under a Trump presidency. News outlets took notice. Our research was cited in The Chronicle of Higher Education, The New York Times and on NPR’s Marketplace, among other publications —but have you read about our other findings?

We uncovered valuable insights about the impact of economic factors including currency exchange rates, personal finances, and scholarship availability. What does this information mean for your enrollment marketing strategies? Only one way to find out—read on to explore these factors in detail and download the full report.

40,000+ prospective students—that's a lot of intelligent minds—aren’t you curious? We were. 

Our Know Your Neighborhood 2017 report is written and designed specifically for enrollment marketing teams. Use our insights into student influencers, motivators, goals, and behaviors to tailor your international enrollment marketing and improve yield.