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Recruiting Intelligence

Self-Made: Supporting Entrepreneurship and Tech Training for International Students

Before our international blogger Emily shares some insights into supporting entrepreneurial-minded students, Denver is the PLACE TO BE next week! #NAFSA16 We will be co-presenting new research with FPPEDUMedia on how current global, economic and political events are impacting students’ plans to study abroad. We will be in room CCC, Mile High Ballroom 4DE on Wednesday, June 1 at 10AM. Don’t miss this potentially game-changing research! We also invite you to schedule a time to chat with us during the conference. We are looking forward to meeting you!

This week we address international students as budding entrepreneurs…

We all know the story of Facebook, right? Or, should we say, we all know the story of Mark Zuckerberg? You know, the startup hero who began Facebook while he was studying at Harvard who is now worth $51.9 billion? While many young people dream of following a similar path, they have trouble finding systems to support them on their entrepreneurial journey. Beyond education, they need connections to the business and technology world. Universities are taking notice of these dreamers and doers, and it’s paying off.

Bottom Line: Business management is the most commonly chosen major for international students. With 197,258 international students studying for this degree, keeping a competitive edge in the field is key. To give students the return on investment they are looking for, universities need to prepare students for new challenges in the business world. It is a tech driven world and your students need to be well-prepared for tech challenges. Students are searching for quality entrepreneurial-focused programs but the programs still aren’t that widespread. Through events like hackathons and other marketing efforts you can attract potential entrepreneurial-focused international students—IF you have the programs to support them. Intrigued? Read more for some tips on how to attract these kind of tech-savvy, forward-thinking students.

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Motivations of the Highly Motivated: Marketing to International Graduate Students

Did you know that in the United States, first time graduate enrollment grew by 3.5% between fall 2013 and fall 2014? The Council of Graduate Schools’ (CGS) report Graduate Enrollment and Degrees: 2004 to 2014 provides tons of information on graduate study trends. According to the report, “from 2004 to 2014, international students accounted for over two-thirds of the growth in first-time enrollment headcounts at U.S. graduate institutions.” And that first time enrollment figure is 11.2%. So lots of new international students and the vast majority of them at the grad level. Good news for international recruiters, right? We think so!  

Bottom Line: Graduate students are an important segment of international students to target with your digital marketing and their needs are different than their younger counterparts. Their motivations to study, the programs of interest and the influences for them to choose one program over another all vary. Mostly, they want to know they will get a job with a degree from your program. Similar to undergrad motivations but perhaps iwth a finer point on it.

Importantly, even if your institution is lesser known, you can still market the strengths of a top-tier program to these highly motivated students. They pay attention to that kind of thing within their area of interest. If your marketing efforts to international graduate students are limited in time and budget (whose aren't?), you would do well to focus on these two things: your career outcomes and your highly acclaimed departments and professors. Make sure you are capturing your target audience's attention with messaging they’ll react to.

NAFSA is right around the corner! We will be co-presenting new research with FPPEDUMedia on how current global, economic and political events are impacting students’ plans to study abroad. So, while you are building your schedule for the conference, pencil us in for Wednesday, June 1 at 10AM and schedule a time to chat with us! Actually, use a pen, you really won’t want to miss this one. Trust us!

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International Student Employability: How Do U.S. Universities Stack Up?

 

It’s that time of year again—graduation! But amidst the accomplishments and excitement there is one thing weighing heavily on your students’ minds: what happens next!?

They have put in the time and effort, secured their degree and are now looking for the next step: a job. But just because graduation only happens once a year, doesn’t mean that’s the only time you should be thinking about your university’s employability data.

Bottom Line: While your website, social media pages, brochures and emails surely highlight all of the best things about your location, campus, programs, professors and activities, are you factoring in your employability data? Students (and their families) are really looking for that bit of security.

So, how exactly does the U.S. stack up in terms of placing students in jobs post-grad? Turns out, pretty well. The U.S. is the most desirable destination for international students. Its’ universities are dominating employability rankings and it has a comparatively low youth unemployment rate. This is the kind of data that can benefit your marketing efforts, whether or not your school is highlighted in the data.

Side Note: Are you going to the NAFSA Conference in Denver? We will be co-presenting with FPPEDUMedia and sharing our latest research on how current global, economic and political events are impacting students’ plans to study abroad—you don’t want to miss this! Set up a time to chat with us while you’re there, we’d love to meet you in person.

Please read on. Emily will share our perspective on employability data and international student recruitment...

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Work Experience as a Recruiting Tool: Erasmus+

“I can’t get a job without experience. I can’t get experience without a job.” If you know students who have graduated recently, you’ve probably heard them say this. It’s a cycle that every recent grad is terrified of falling into. Programs like European Region Action Scheme for the Mobility of University Students called, Erasmus+ recognized this issue and the program is making it possible for students to gain experience while studying. It's all about making students' futures look a little brighter. And, guess what? It’s working.

Erasmus+, created by the European Union, supports education, training, youth and sport in Europe. The program financially supports opportunities for European students to study, train, gain experience, and volunteer abroad.

Bottom Line: According to an ICEF Monitor article published in February 2016, Erasmus+ had more than doubled their number of students in 2014. Yes, you read right. Doubled! It is now sending 500,000 students abroad through their programs each year.

Students are jumping at the chance to go because, here is the kicker, mobility increases employability. And that is good news for your international student recruiting efforts. Students are already seeing the benefits of heading abroad. Now, your job is to show them how you can support their needs.

Our NAFSA presentation on the morning of Wednesday, June 1st is going to address why students seek international study options and how they weigh economic and political factors at home and abroad. We are analyzing 40,000+ completed international student surveys as we write this blog! The results will amaze you and guide your marketing plans. We can't wait to share this stuff with you! We hope you will be in touch to schedule a meeting in Denver.

Read on to learn more about how the lessons of Erasumus+ can inform your global marketing...

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Student Retention Depends On Great Customer Experience

Do you get a lot of credit card offers in your mailbox? We certainly do. Those banks are paying a tremendous amount for all that direct mail. And they have analyzed the ratios and response rates to know beyond any doubt that RETAINING a current customer is FAR less expensive than RECRUITING a new one. Yet they still know that spending marketing dollars to get a new one is worth it, if done right. 

This week is about recruiting and retention.

Last week we borrowed from grocery store market research to learn about marketing your student outcomes. This week we will borrow from industry again to consider how international student experience relates to student retention. In other words, how to keep your customers happy. (Hint: listen to them).

We know that student retention is important. Your goal is to get them in the door AND see to it that they earn their degree. That produces satisfaction for everyone involved, on many levels. Here’s the thing: NAFSA’s research says your perspective on what keeps a student is likely different than the student’s perspective on the same thing.

Bottom Line: Current research from NAFSA suggests that international students want more internship and job opportunities and they will move around to find them. Setting clear expectations about what you have to offer before students arrive and listening to what they are really seeking from you will go a long way toward creating the student experience that results in retention and degrees earned.

We are full of questions today, and Emily is ready to step out of the box and tell us more about how student experience drives retention. And how you can drive student experience.

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Marketing Your University: Education Outcomes

  

This week we want to compare your university education to roasting a chicken. No, really.

We want you to consider a lesson learned in the grocery industry about marketing. What in the world would your international student recruiting plans have to do with roast chicken you ask? Perhaps not quite as much of a stretch as you might think.

Here at Intead, we are always looking at what industry does, how it markets, what it tracks. And we apply those lessons to academia. It keeps us on our toes.

Bottom Line: Supermarkets learned a while back that advertising focused on cooked meals attracts customers better than showing raw ingredients. For university enrollment, focusing on jobs and outcomes is critical in today’s academic marketing. The message resonates with students and parents alike. So you might want to rethink all those images of happy students on the quad, or engaged in classrooms. The ascending career needs to be present, and perhaps even dominant, in your advertising.

We will be discussing these approaches to academic marketing at the upcoming AIRC and ICEF conferences in December. Are you going? We’d love to meet you face-to-face instead of keyboard to screen! There are still a few slots left for our 3rd annual ICEF Pre-conference Global Marketing Seminar for Education Institutions.

More on using outcomes in your marketing below.

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Is Your Career Services Office Cutting Edge?

How cutting edge is your institution's career services office? When key reports are published is the data considered for future planning? What is YOUR career services department doing with the Glassdoor report regarding employers hiring by sector?

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What's New in Campus Career Services

At Intead we spend most of our time blogging about international student recruitment and marketing and the use of digital solutions to ease those activities. So why are we writing about university career services today? How is your campus career services office connected to your work as an international student recruiter or marketer?

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Highlighting Employability for International Student Recruitment

As institutions attempt to distinguish themselves from competitors, university marketers and recruiters seek additional means of highlighting institutional strengths. One of the previously overlooked, yet easily highlightable, assets is post-graduation career placement. As we've mentioned in the past on this blog, we strongly encourage our clients and colleagues to highlight post-graduation employment. Students and especially parents are increasingly interested in learning about how your graduates fare in the job market. Though international students have a unique set of circumstances regarding post-graduation employment, understanding the career prospects of graduates is frequently listed as an important factor for higher education selection.

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Beyond student enrollment - what's the PPP?

For all those students of economics, yes PPP can stand for purchasing power parity, but I would like to use PPP as President and Parent Perspective. Why do I want to talk about that perspective? 

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