What's the buzz in international higher education right now? Retention. Everyone is talking about retention. Why is retention so important? When should institutions focus on retention?
The funny thing about this focus on retention is that we had been planning on doing a piece on retention prior to the 2014 NAFSA Conference that revealed the results of the WES (World Education Services) conducted survey on the differences between international students' and university officials' opinions on retention issues.
The survey research revealed that international students' greatest sources of dissatisfaction, which ultimately lead to leaving their institution, are rooted in financial issues or [perceived] lack of access to jobs or internships.
Authentically portraying the experience at an American institution is essential. Students and parents need to understand costs, expectations (English language, academic and behavioral), post-graduation employment opportunities and more. It makes little sense to inaccurately describe the college experience simply to get a student to enroll if it means that the student will quickly transfer or withdraw.
We have frequently commented on the potential for career services to more actively engage in the international student recruitment process. We still recommend a greater role for career services in recuitment which may help to decrease some of the frustrations expressed by the surveyed students.
While we find the research revealed at the NAFSA Conference compelling we haven't noticed anyone commenting on an important related factor. Retention needs to start at the first point of contact. Retention needs to begin well before a student sets foot on campus at which point he/she will attend orientation programs and other well-meaning events to ease transition and build an institutional affinity.
First contact retention means that at the point of first engaging with a student, whether at a college fair, through a social media post or through an email, the student begins to sense what makes an institution special. The student needs to begin to build an allegiance to an institution prior to setting foot on campus. A sense of connection to an institution will allow feelings of homesickness, frustration or boredom to be fleeting, a temporary set-back, not something that will end a student's education at an institution.
The topic of retention will continue to be a higher education buzzword in the coming months. For the institution that really wants to be proactive, finding ways to engage and connect with prospective students from day one-- not day one on campus, but day one of relationship building-- will be essential.
We'd love to hear your thoughts on retention. What is your institution doing to improve international student retention rates? What are your thoughts on a Day One Retention strategy?
