Recruiting Intelligence

2023 ushered in some much-needed numbers. Enrollment rose among undergraduate (+2.1%) and graduate (+0.7%) students. And while freshmen enrollment trended downward (-3.6%), interest in shorter-term credentials was on the rise (+9.9%). All this per National Student Clearinghouse figures. 

Likewise, IIE Open Doors data showed a 12% increase of incoming international students in 2022-23. And the more up-to-date SEVIS data indicated 2023 fall enrollment maintained this welcomed momentum. All good news in aggregate. As we parse all these data sets, there are interesting findings and nuanced opportunities to be sure. 

Yet, all news was not good. The chaos of the world at large continued to make its way onto campuses across the nation. Safety continues to be a growing concern, and your prospective students and their families are unsure what to make of it. More admissions inquiries shift from campus life to safety and mental health support services. Also important to note: social justice activities influence an increasing number of applicants. 

In the midst of it all, we do our best to use this blog to weigh in on topics that matter to enrollment teams like yours. So, it’s always interesting for us to look back and see which posts were your faves for most valuable content from the year. There are always a few surprises. 

In 2023, there was a ton of interest in all things internationalization – especially around how student activity in India and China is changing. But that’s not all.

We were told our posts on student career prep, social media trends, and budgeting framework were also really helpful. So, with that, we share our top 10 posts from 2023, as chosen by you, our readers. Plus our staff pick for the most valuable post of 2023. If you missed any of these top pieces, you’ll want to read on…  

From the annual CIEE conference in Paris to Pie Live in Boston then AIRC in Phoenix and a super quick turnaround to ICEF in Miami, Q4 literally flew by. You, too? We wouldn’t change a thing, of course. It’s hard to replace the simple act of togetherness. It’s how ideas come to life. Cliché? Fine. But it’s so true. 

Sharing our research and student recruitment campaign results with our community always feels great. We’re here to make you more effective (and have interesting insights to share at your team meetings).  

A few key Q4 takeaways we will absolutely be bringing into the new year: 

• The global competition for international students is stronger by the day, and institutions need to be increasingly smarter in their approach to international education, including recruitment. Can you be? (hint: it has to do with the skill sets you access to do the work) 
• China and India are hot topics as always, especially India’s dramatic rising numbers of incoming graduate (and undergraduate) students.  
• Enrollment departments are eager to leverage AI. The question is: how? And, is it ready for us? 
• More must be done to support student mental health. So much more. 
• And how about the new IIE Open Doors report?! Lagging data that points toward the future. 
  

Just a few notes we’re thinking about. Clearly there’s no lack of issues for our industry to address. So, if in the midst of this really busy few months you didn’t have time to read all of our posts, we understand. That’s why we’ve compiled this quarterly at-a-glance post. It covers all our news from how to navigate TikTok’s ad platform to what’s going on with higher ed in India and so much in between that you and your team won’t want to miss.Read on… 

The PIE Live North America event in Boston did exactly what it was supposed to do. We gathered, we laughed, we explored, and in some cases, we clashed. Not dramatically, just a bit. But there were definitely some presentations and ideas shared that prompted collegial discussions with some friction. And that is exactly what a news publication should foster.  

Intead was honored to be selected to present on the topic of student mobility data. Sharing the stage with Sandhya Balasubramanian, Assistant Dean of Business Programs for Worcester Polytechnic Institute, and Kirsten L. Feddersen, Senior VP of Analytics & Consulting for North America at Studyportals, we dove into the market research data that drives recruitment and enrollment decisions. We focused on putting that data into action. The fast-paced presentation and our Intead workshop handouts hit the mark for the many who attended. If you’d like those action-oriented handouts, consider joining Intead Plus with access to our full library of training materials and so much more. 

Unlike the unwritten rules that often constrict the way we interact at conferences run by associations with broad memberships, media outlets thrive when there is disagreement. Controversy draws more eyeballs and sells more newspapers (please forgive the throwback concept of selling newspapers).  

You want a for instance, right? Well…coinciding with IIE’s latest Open Doors data release, we learned of a new coalition of international education leaders called U.S. for Success seeking a national effort to increase the number of international students coming to the U.S. From their website: “U.S. for Success seeks to position the United States to effectively compete and cooperate on a global stage by attracting top talent and ensuring the success of all international students.” 

Lofty goals that align with what NAFSA, IIE, AIEA, AIRC, and many other associations already proactively seek to promote in concert with ACE. We are left with many questions about what exactly this new initiative will do and how it will get it done. See this PIE News story on the topic and see if it doesn’t leave you scratching your head a bit. 

We have our own ideas on the topic, of course. More will come to light in the year ahead, we are sure. We hope for the best and want to see our colleagues at these industry-leading associations find effective partners for their important work. 

For more notes from Pie Live, read on… 

Market diversification is one obvious answer to sustaining enrollment numbers. How to successfully go about it, however, is often less obvious. Looking beyond your own campus to see how others are doing it can help. So, we have a story to share. 

If you've seen our other case studies, you know we share more concrete details and data than any other agency out there. We want to make you that much more dangerous and demonstrate the value of investing in customized, creative, and well-tracked paid campaigns.

In 2021, a mid-tier, public, Midwest regional university needed to recruit international students. It’s a student segment they’d had success with in the past, but Covid, as it does, threw a wrench in their recruitment efforts. It became clear they needed new ways to reach prospective students residing overseas. We know you were wrestling with this very issue at the time, too. We all were. 

Find us at AIRC and ICEF. Let’s connect! 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• AIRC Annual Conference – As you read this, our team is in Phoenix offering our full-day digital marketing workshop. If you are at the AIRC conference, please look for us here in Phoenix, Dec 6-9, 2023 
• ICEF North America Workshop in Miami, Dec 11-13, 2023. We'll be offering a half-day workshop on Dec 11 and meeting with everyone on Dec 12-13.

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

Back to the results of our digital campaigns in Bangladesh and Vietnam.

With a media buy budget of $35,000, the institution was admittedly skeptical they’d be able to make any meaningful progress in a new market. We always want more wiggle room with our media buys, but we also felt certain they could succeed, with the right approach. They trusted our experience and the market research we delivered.

Our mission: understand who and where the prospective families are and then reach them in ways that prompt engagement. So our data detectives and creative talents set out to: 

• Confirm the institution’s high-value student recruitment regions and where there might be room to grow
• Develop on-brand, targeted, and effective digital marketing assets   
• Launch and optimize digital campaigns to generate highly qualified leads (and build awareness, but really, we all want the high-value leads) 
• And of course, report on campaign analytics to inform future marketing investments.

By any measurement, it went really well. One $12,000 media buy generated 40 million impressions, 500,000 clicks, 1,087 leads, 122 applications, 40 admitted students, and 7 enrolled. But who’s counting? (Please say you are!)

It was a fast, 14-week campaign involving two markets, two academic programs, and two social platforms. Want more insight? Download our free case study. Read on… 

The opening plenary at the 76th CIEE conference drew a crowd earlier this month in Paris. No wonder. With a jaw-dropping panel representing Elon, Arizona State, Northeastern, and Dean College, the discussion presented some rare gems. 

The goal: set the conference off on the right foot. Get everyone thinking deeply about how international experiences can reach more students. 

The crowd clearly held the belief that a global education holds the promise of a brighter future. The proof was simply in the stories told by leaders in academia, government, and pretty much every institution in attendance. Those with international experience as a student spoke of the indelible mark that it had on their life and career. The global experiences changed their views of the world and shaped their decisions about how they would participate in it. No doubt, many of you can relate. 

Opportunities to Meet In Person 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• AIRC Annual Conference – we’ll be offering our full-day digital marketing workshop here In Phoenix, Dec 6-9, 2023 
• ICEF North America Workshop in Miami, Dec 11-13, 2023 

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

Why we work so hard at this and gather to define the path forward: we are looking to make international education more accessible for current and future students. And we want those experiences to be deeply rewarding. We need to be sure the programs have a solid curriculum, strong faculty leadership, and finely tuned logistics and support services.  

We can only take on so much at one time. What I heard as the specific foci at this CIEE gathering: 

• Clarify the steps to improving broad student access.  
• Increase our capacity to provide student mental health support services.  
• Focus efforts on environmental sustainability initiatives. 

The conference provided a foundation for robust, challenging discussions among study abroad leadership and all the many practitioners in the room. And these talks will continue. Fortunately, the resources to do the work, to make these ideas meaningful, not just esoteric, are in place.  

The discussions embraced big visionary approaches (can we foster greater employer engagement in internationalization?) and concrete touch points (can we provide each traveling student with a sustainability cookbook customized to each of 30+ destination cities?). The ideas shared and evaluated poured forth.  

Granted, there is never enough money to do all we want to do. But roughly 75 years ago, a poignant point in time following World War II, many smart and good people got together to launch global initiatives, including the United Nations, IIE, the Fulbright program, NATO, WHO, IMF, the World Bank, and CIEE to name just a few of the most prominent efforts to bridge cultures globally. 

I had the great privilege of moderating the opening plenary and speaking at length with: 

• Kenneth Elmore, J.D., president of Dean College 
• Jennifer Malerich, Ph.D., assistant vice provost of academic and global engagement for Arizona State University 

• Rebecca Kohn, Ph.D., provost and vice president of academic affairs for Elon University 
• Amy Stevens, Ph.D., vice chancellor of global experiential pathways for Northeastern University 

I wish all of you could have been there. That’s why today I’m sharing with you a few of my personal notes from talks with these industry leaders and other observations from the 3-day event. It’s a quick read, but one I know will spur ideas and get your wheels turning. Read on… 

Last week we helped dissect the TikTok ad platform. If you took anything away from that read, we bet you learned that:

• Its popularity among Gen Z is undeniable (76% use it!).  
• Branded and search-based advertising on TikTok is possible (hello Brand Takeover and Search Ads Toggle!).
• Surprisingly, TikTok targeting leaves something to be desired. Proceed with a partner who knows how to make an impact.
  

But for all of that, we didn’t even touch on content creation. And with this platform, that’s the crux of it all. 

Opportunities to Meet In Person 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• AIRC Annual Conference – we’ll be offering our full day digital marketing workshop here in Phoenix, Dec 6-9, 2023 
• ICEF North America Workshop in Miami, Dec 11-13, 2023 

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

Back to the matter of Tik Tok content. On the one hand, institutions have professional brands to uphold, yet the audience engaging on TikTok demands a more organic, playful view of said brand. It’s a marketing balancing act to say the least. And then there’s the matter of targeting capabilities, which on TikTok are more or less hamstrung. (Wait a minute – what?! If this surprises you, then you may be behind on your reading. Important to catch up with last week’s post. Here's the link again. We promise it will be worth 5 minutes of your time. TikTok may be famous for its algorithm, not so much for its audience segmentation.)

TikTok thrives on the art of brevity and entertainment. Your content must engage and convey your message within seconds, 9-15 is optimal. And to do that you must not only know what it is you want to say, you must know what it is your audience wants to receive. While that’s true of any marketing channel, it’s do or die here. Understanding the unique language and rhythm of this platform is paramount. More bluntly, if your ad isn’t a video that is short, sweet, and entertaining, don’t bother.

Today we offer pro tips for doing just that. Read on to learn how to make your content feel native to TikTok’s seemingly all-knowing algorithm so you can maximize the impact of your ad spend. This post is a short read, and one you won’t want to miss.

Is TikTok effective for student recruitment advertising? An increasingly common head scratching good question.

Without giving it too much thought, you might assume, “Of course it is.” After all, isn’t TikTok the one surefire spot to find every Gen Z-er and their Gen Alpha sibs? 

Opportunities to Meet In Person 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• AIRC Annual Conference – we’ll be offering our full day digital marketing workshop here in Phoenix, Dec 6-9, 2023 
• ICEF North America Workshop in Miami, Dec 11-13, 2023 

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

Continuing with the Tao of Tik Tok, statistics like these are telling:

• 76% of Gen Z say they use TikTok, surpassing even YouTube with a 71% Gen Z saturation rate, and Instagram at 66%. (source: YPulse)
• As of July 2023, TikTok had 122 million users in the US alone, followed by 100 million in Indonesia, 83 million in Brazil, 63 million in Mexico, 45 million in Vietnam. (source: Statista)
• As of November 2022, Douyin (China’s TikTok) had over 700 million active users, more than one-third of whom are under the age of 26. (source: Value Planet, Diesel Smart Numbers) Note: Douyin’s interactive format is the same as Tik Tok (same company), but the advertising platform in China is entirely separate from the platform for the rest of the world.
• The number of TikTok users are projected to grow to 955+ million by 2025. (source: Statista)
• 25% of the TikTok audience is under 20 years old, as are many of your prospective students. (source: Exploding Topics)
• 68% of TikTok users find its advertising content unique and different from all other platforms – a good thing if you want your brand to stand out. (source: TikTok)

Yet, there’s more to consider. For instance, unlike its organic For You feed, TikTok’s ad capabilities are, for now, more rudimentary, meaning you have to target a much broader audience on TikTok than you do, say, on Meta’s platform (Facebook and Instagram). There are simply less ways to find specific audiences on TikTok forcing you to cast a very wide net with your media buy. As a result, you reach more but less targeted eyeballs, which of course costs you. Not ideal. And then there’s the challenge of producing content that blends in seamlessly with the authentic, user-generated content. More on that in part 2.

Side note: there is a reason Meta’s media platforms are producing so much ad revenue. Meta has built the most user-friendly advertising management system (better than Google as a very close second). Marketers love these tools for their ability to design, launch, track, and optimize campaigns.

Still, we know you’re curious about how marketers can use TikTok. And your instincts tell you to give it a try. We’re right there with you. In fact, we’re having a lot of fun creating and playing around on its ad platform for a few of our clients even as we write this post. Stay tuned for our campaign learnings and results in a future post.

So, let’s talk all things TikTok advertising. Read on to understand how TikTok ad targeting works and what pitfalls to be aware of to make the most of this social media platform. 

Forget Wordle. Here’s a real problem for you to solve: If India, which recently unseated China as the world’s most populous nation, has over 1.4 billion people and 17.5% are aged 15 – 24 (that's ~240M students), will its roughly 1,100 universities have enough seats for all its university-eligible students?

The short answer: no.

Clearly, India's education leaders have some planning to do.

Take a step back and consider: India is enjoying a big year. They just landed on the moon. Hosted the G20 summit. Are top-dog population-wise. And its fast-growing economy is as strong as ever. A Pew Research Center survey this year even shows a full 68% of Indians feel their country is growing in global influence. All really good news for India.

But the devil is always in the details with rising nations and the truth is, there are too many young Indians who can’t get the higher education they want. At least not now and not at home.

Opportunities to Meet In Person 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• PIE News Live in Boston, Nov 13-15, 2023 
• AIRC Annual Conference – we’ll be offering our full day digital marketing workshop here in Phoenix, Dec 6-9, 2023 
• ICEF North America Workshop in Miami, Dec 11-13, 2023 

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

The Indian government is fully aware of this growth and for the first time its University Grants Commission has taken strides to welcome foreign universities into the country. (Note: only institutions in the top 500 global rankings need apply.) Deakin University and University of Wollongong, both of Australia, are the first to be granted approval. You can bet others (and we’ve had interesting conversations with a few) are doing the financial analysis and considering the blueprints for academic collaborations of their own.

One key caveat of the regulations, India is not recognizing online degrees from foreign institutions. India’s leadership wants in-person set-ups. As the former vice-chancellor of New Delhi’s National University of Educational Planning and Administration puts it, “Online education goes against the expected gains of internationalization.” Plus, the government would like to increase on-campus higher education access in-country while also attracting foreign students to India. Makes sense on multiple levels.

You know what else makes sense? US institutions vying for Indian students’ attention. And yes, of course you are already recruiting in this key region and have seen an uptick in actual enrollments. US visa approvals of Indian applications have hit record numbers since the pandemic.

Trust us, there’s so much more we think you should consider doing to tap this market effectively. Let us tell you why. Read on…

Students and digital media, right? TikTok rules! Oh, and Instagram. But, email is dead. Search is dead. Facebook is dead. (Pro tip: these all still have value to you). 

Now entering the social media platform arena: Threads. 

So, the questions on your team’s mind: Is now the right time to add Threads as a tactical element to our student recruiting strategy? How hard could it be? Is there any value here? Is our audience here? 

Opportunities to meet in person:

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• CIEE 76th Annual Conference in Paris, Nov 8-10, 2023 
• PIE News Live in Boston, Nov 13-15, 2023 
• AIRC Annual Conference – we’ll be offering our full day digital marketing workshop here in Phoenix, Dec 6-9, 2023 
• ICEF North America Workshop in Miami, Dec 10-13, 2023 

Let us know if you’ll come share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

The short answer to the Threads question: As of now, fall 2023, the Intead team leans toward the more measured wait-and-see approach. It’s early yet.  

There’s plenty of time to integrate this new platform should it fully take off. And there are more than a few social media users who really hope it does, especially in the midst of the chaos of Twitter, err, we mean X.  

What we know about Threads so far: 

• It aims to take X head-on, and with the full weight of Meta behind it, we give it a fighting chance. 
• More than 100 million users joined Threads within the first 5 days of its launch, making it the fastest-growing app in history. Proof that people were waiting for it. And further proof that Meta is a powerful force. 
• Yet, some wonder if that was a false start. Its user base promptly plummeted by over 80% in less than a month post-launch. And this is something we can’t ignore. 

Still, we know some social media mavens on your team are debating if now is the right time to integrate Threads into your social media arsenal. Is this one of those first-mover advantage things? After all, effective lead generation and brand strategy require you to stay up-to-date and constantly try new approaches. We get it and encourage you to read on to better understand if Threads is something your student marketing strategy needs right now. 

We may have found your next best way to get you through your commute. And yes, it’s a podcast. You’re likely familiar with the EdUp Experience Podcast, and if not, then it’s time you check it out. Available via the usual lineup of streaming services, EdUp Experience ranks in the top 2% of all podcasts worldwide per Listen Notes. And now they’ve launched a new offshoot that we think is worth a listen.

Called EdUp—International, this new niche series is poised to offer interesting business perspectives on all things international education—a topic we know is as important to you as it is to us. Its host is the talented and always engaging James (Jim) Shafer, director of international student recruitment and enrollment at Touro University. The inaugural episode aired Oct. 22, 2023.

And, when you do tune in, you’ll hear another familiar voice (hint: it’s Ben!). We were thrilled when they asked us to be part of the inaugural episode. We were even more excited when we learned we’d get to spend 45 minutes talking with special guest Dr. LaNitra Berger, president and chair of the board of directors of NAFSA and associate professor at George Mason University. What an awesome honor.

In this premier episode, Dr. Berger offers valuable insights about the evolution of international education, including:

• How universities are responding to the significant crises hitting enrollment offices today
• Differing challenges of small-shop international recruitment teams vs the different yet similar challenges faced by larger, well-staffed operations
• Why giving international educators space to dream and ask “what if” is so important
• …And how playing with The (yes, THE!) Temptations helped build Dr. Berger’s interest in international education 

If any of that sounds interesting, even helpful, then read on for the link to this brand-new podcast…