Recruiting Intelligence

At some point when we listen to stories of successful initiatives, part of that story almost always includes a line like this: "Well, we were really curious about..."

How is your curiosity quotient these days?

Success emerges from teams that want to know and understand. That desire, and how well you act on and fulfill that desire speaks to the drive to succeed.

In a few weeks, a select few of your peers will gather with leaders in our field of international recruiting for a full-day, hands-on workshop to seriously get stuff done. Dubbed “Succeeding in the New Student Landscape,” this event is designed to help you diversify and build your global student recruitment plan for 2023 and beyond. This event offers small-batch, intensely focused conversations to apply the latest data, trends, perspectives, and best practices to your institution's current state. 

We are keeping it small so that every participant gets the kind of attention that addresses the immediate and long-term thinking needed for each unique institution.

The details:

• December 13, 2022 (falling conveniently between the AIRC and ICEF conferences)
• On campus at San Diego State University
• 19 industry thought leaders as your faculty and keynote speakers
• Two tracks: Get It Done (Track I), Leadership (Track II)
• Two on-target keynotes: Social Justice as it relates to International Student Attraction (lunch), and Chinese Student Influencers Today (dinner)
• Cost (inclusive of all meals): $350 

Ready to learn more? Read on for our list of speakers, moderators, and full-day breakdown. We hope to see you there! There are still spaces left as of this blog posting date.

The relief of entering a more “normal-ish” academic year is met with both new and familiar recruitment and admissions challenges: student housing shortages, diminishing interest in postsecondary education here in the US, eroding confidence in our academic institutions, and increasing competition for students from abroad. Oh, and the looming demographic cliff in the US.

One step forward. Two steps back. (Or was that four? Maybe let’s not count right now.) This from the marketing agency always pushing analytics ; -)

Truth is, we’re not that cynical. But if you are reading the edu literature, the headlines would push anyone in that direction.

Nevertheless, if you follow what IIE has to say, then in-person learning has rebounded, as has in-person study abroad and international applications. We are waiting on concrete industry enrollment numbers to confirm growth, but still, we know what is happening out there. There is progress on many fronts.

There are always cycles. And those who analyze and plan are far more likely to succeed. Too busy to do it well is not an option. Too cynical to fight for success really doesn’t work either. Optimism tied to well-researched targets motivates the team. Motivated, proactive partners can truly move the needle.

COME LEARN WITH US!

Among our colleagues in this field, we see a tremendous thirst for gathering and evaluating our options, with time to really talk it through. The Intead/San Diego State University One-Day Workshop will be a hands-on opportunity to learn from an awe-inspiring international student recruitment faculty.

• Full-day, hands-on workshop on strategy and execution: Come with questions, leave with a plan.
• Two luminary keynotes
  • Social Justice Luncheon with Dr. Jewell Winn and Adrienne Fusek
  • Chinese Student Influencers Dinner with Dr. Yingyi Ma and Brad Farnsworth

• At $200 for the day (inclusive of all meals), this learning opportunity is a steal. (Pricing goes up to $350 on October 24, 2022).

As you take a moment to weigh the opportunities in higher ed today, we offer a recap of the most valuable news from Q3 2022, including insights on China and Africa as well as some practical how-to tips on marketing to the Gen Z digital natives. Read on…

Let’s talk about specific tactics for mid- to lower-funnel marketing communications. And specifically, what do Chinese students really want? And how are they making their decisions? For those in our line of work, it’s on everyone’s minds right now. A lot.

On average, international students are receiving 3-5 admissions letters. What they do next to select their top institution has everything to do with the information they have available to them. This is no time for institutions to let go of the recruitment communications.

With all of the turmoil and enrollment fluctuation with Chinese students in the US, when we publish on this topic we see a significant uptick in our blog and site traffic. What to do about Chinese student enrollment is a popular topic. See our latest relevant insights here:

• Insider Take: Chinese Parent/Student Priorities, Now
• Is There a New Chinese Mindset on US Schools?

While recent declines in Chinese enrollment in the US have a range of reasons (slow visa processing, political tensions, Covid response disparities, US violence, economic turmoil), the past decade has also brought increasing global competition for Chinese students. The intensity has only grown in the past few years.

Look, beyond all the headlines about this decline in Chinese student changes of heart, we are willing and able to predict the future. Similar to Warren Buffet’s prognostications about the stock market (it will go up, but we don’t know exactly when it will go up), we are extremely confident that China as a source of international students will not struggle forever. Over time, it will return in strength. In the meantime, it continues to be a dominant source among all international sources.

The institutions ready to take advantage of global recruiting opportunities will be the winners. That’s why when we ran across a handful of new student handbooks written by current US-based Chinese students for prospective Chinese students, we wanted to learn more.

Sure, the handbook idea is nothing new. What really intrigued us was the fact that so many institutions don’t actually have this tool in play. Seriously? We all know how meaningful personalized, authentic, and tailored communication is to international students. Going the extra mile takes your recruitment and retention efforts so much further.

Truly, it’s the small authentic gestures that count.

So we did a small thing. We took a minute to review the handbooks (they are written in Chinese for incoming Chinese students). It’s always interesting to see what current international students think is important for the newbies. And it’s important you know, too.

Read on to learn what these handbooks have to say and how they are being used.

With Chinese student numbers in serious flux in the US, we thought we’d check in with our colleague Sally Zhu who is currently working with international students in Ningbo, China. Our goal: find out what’s working in recruitment for institutions across the Pacific.

Sally, a contributing Intead Marketing Data Analyst and US PhD aspirant, grew up in China and acquired her post-secondary degrees in the US, returning to her home country in 2020 where she landed a job with a sino-foreign university. Today she’s working as an international student support advisor there. She has a front-row seat to what is on Chinese students’ minds. 

We know this topic will be part of the hallway and session chatter throughout the NAFSA regional conferences coming up this fall. Intead will be discussing a range of student recruitment and marketing topics at Nafsa Region XI in Manchester, NH in October. If you will be there, be in touch to set up a coffee date with Ben or Iliana. We can also meet folks in California in December when AIRC and ICEF fire up. Look for some big news very soon about the learning opportunities coming up.

A couple of weeks ago, Sally sat down (virtually) with the Intead team to give her boots-on-the-ground account of how Chinese students and parents are evaluating their options today. Read on for some valuable perspective on the student recruitment market everyone is fretting about.

Making a statement through promotional swag in 2021 has a more profound impact than in years past. With student ambassadors taking a power position in marketing and influence, your institution’s brand sent out virtually and in real life (#IRL) can provide a unique statement that sets your university apart from the others. And if not apart from others, at least with them.

Tech-savvy students want something they can share online to brag their swag. It’s always been about expressing pride and being cool. The in crowd knows before anyone else. Except that the out crowd often defines what is going to be next. 

Confused? We get it. You’re not in the demo.

To help all of us in the “wrong” generation try (desperately) to get with it, the Intead team recently took a deeper look into student ambassadors and the potential for success. You can revisit those insights here. And while you are considering who your institution’s greatest ambassadors are, know that they are totally gonna wanna sport that beautiful half-zip hoodie with the phone pocket.

As you prepare for the Fall 2021 re-entry into the classrooms and virtual Zoom rooms, let’s take a look at what is topping the list of popular swag items for the university set. Read on. 

Ambiguity continues as we head into summer 2021. Will international students obtain visas for this fall in time for August orientation? 

We know the US Embassy in New Delhi and the four Consulates in Mumbai, Chennai, Hyderabad and Kolkata are working it double time to process the same visa volume they had in 2019 but in just 2 months. Go team!

And we know that Chinese student visas are facing a time crunch and additional challenges around the approval rules, especially students admitted to STEM graduate programs. 

While optimism is an important element of any future-focused initiative, facing reality and ensuring your plan can adapt to those realities is more than prudent. It is required. The reality here is that there are significant headwinds that appear insurmountable. Highly unlikely that the enrollment numbers will bear out this fall for many US institutions. Application volume is creating unsupported optimism in this case.

We’ve reported on these topics, collected and interpreted data from multiple sources, and released analyses during this past quarter. From presenting two sessions in partnership with our esteemed academic leaders and global partners at the 2021 NAFSA, to publishing a market research report on the new Indian mindset on US schools, this has been an important quarter for shared insights.

So, grab a cup of coffee and before you finish it, we know you’ll be sharing links from this Q2 2021 wrap up with your enrollment team and colleagues with the power to make positive change for students around the world.

Read on for our quarterly recap of Intead resources available to you — all in one place. Plus, a preview of what’s coming next…

Struggling to define strategies that will bring back your enrollment from China? You’re not alone.

But there’s good news: Clark University met the needs of their Chinese students this past year with an innovative and quickly installed remote campus in Shanghai. Their story is full of instructive lessons. And our webinar tomorrow will enlighten (see link below). 

And there is even more good news: Chinese parents are still eager to provide a US-style education for their child, with 97% of parent respondents in our latest market research citing the US as their first-choice destination for their child’s education.

The short of it: opportunity for your institution is still out there. Chinese parents and students are ready and waiting for your message despite current travel restrictions, if only you could reach them…

As you plan your strategy for next year, consider this: CIEE has created a powerful option that has proven successful at helping US institutions meet their Chinese students where they are. And it is not just about enrollment. It is so much more, thankfully. 

We’re talking long-term partnership building in one of your key markets and a new pipeline that will foster both student success and help you reach your enrollment goals. We’re talking International Campus Opportunities with your programs and your students — in China. Clark University was one of ten US institutions that acted fast and benefited from this innovative approach last year. Now, they will be sharing their story with you. 

Join us tomorrow, Thursday, April 15th at 11am Eastern for a webinar event with CIEE and Clark to discuss the state of the Chinese market, the international campus experience, and the steps necessary to make this opportunity work for fall 2021 at your institution. 

This event is for academic institutions only (.edu email addresses and other academic institutions).

Moderated by Ben Waxman, Intead CEO, the expert panel of your colleagues with a wealth of experience in higher ed and China will include:

• John LaBrie, Dean of the School of Professional Studies and Associate Provost for Professional Education, Clark University
• Jill Zhang, China-based Admissions Counselor, Graduate Admissions, Clark University 
• Seamus Harreys, Vice President Global Enrollment, CIEE
• Brad Farnsworth, Principal, Fox Hollow Advisory, Former Vice President for Global Engagement at American Council on Education

Read on for a preview of the valuable topics to be discussed and how to continue leveraging your presence and academic programs in this challenging time. 

Pro tip: If you read only one of our blog posts every few months, make it this one.

Between application reviews and a little thing called budget season, we know you may not have kept up with the weekly posts and resources that we’ve shared here on the Recruiting Intelligence blog over the past few months. And we can’t blame you!

From hosting webinar events in partnership with The Chronicle of Higher Education, CIEE, and iSchoolConnect, to publishing a market research report on the new Chinese mindset on US schools, we’ve been pretty busy ourselves.

So, we’ve created the Recruiting Intel Digest, a quarterly roundup post of the resources, downloads, and top insights we’ve published in the last three months which you can view, share, and download all in the span of your next coffee break.

All this with our signature focus on helping you produce stronger enrollment results based on trend data and marketing industry insights. You are so very welcome.

Read on for the latest Intead resources available to you — all in one place. Plus, a preview of what’s coming next…

Your Asian student communities are hurting right now.

Nearly 3,800 hate incidents against AAPI individuals were reported from March 19th, 2020 through February 28th, 2021 according to the Stop AAPI Hate reporting center. Nearly a third of Asian Americans report having experienced racial slurs or racist jokes since the beginning of the pandemic, this from a recent Pew Research Center survey. Then the killings in Atlanta last week.

As global leaders responsible for the safety, growth, and development of diverse student populations, what institutions say and do at this moment matters. And hashtags and statements of solidarity are not enough (they never are).

We, as a higher education community, do what we do because we believe in the power of cross-cultural communication and diverse student populations to move the world forward.

As the Intead team, that often means making space for those student populations (and their parents) to speak and be heard. We know how crucial understanding and listening to those thoughts, fears, and needs are to fostering a student-first ethos on your campus. It is this work that allows you to more effectively support all of your student populations, especially those most vulnerable to systems of racism and xenophobia, as well as the disturbing hate and violence that occurs as a result.

In early 2021, with this terrifying climate of rising anti-Asian sentiment in the US and views of the US among global allies reaching its lowest point in nearly two decades of Pew Research polling, we set out to understand how Chinese parents specifically are feeling now about sending their students to American institutions.

In partnership with WholeRen Education, an AIRC-certified agency and a trusted advisor for tens of thousands of Chinese students and families since 2010, we surveyed over 20,000 Chinese parents, the vast majority of whom currently have undergraduate and graduate students enrolled in US institutions, as well as parents of current high school students considering higher education. With a better than 5% response rate, we had more than 1,000 responses to analyze. We then followed up with a focus group to dive a bit deeper into our questions. We conducted all of this work in Chinese.

Some of the findings will likely surprise you. As academic leaders we see the news, we talk to our students, and we hold an entirely justifiable anxiety for our current Chinese students as well as the recruitment path to bring new Chinese students to our campuses.

The information we’ve gathered is incredibly important to your work. But more importantly, it points the way forward for your institution in how to help parents and students feel confident and safe in their decision to study in the US.

Read on to download your free copy of our new market research report, Is There a New Chinese Mindset on US Schools?

The course of Chinese student recruitment never did run smooth.  

And in the last year, your institution’s road to recruiting, enrolling, and retaining students from one of the most complex international markets was bumpier than ever. Can we get our visa offices back, please?

Miraculously, despite the setbacks of the pandemic year, Chinese demand for a US education remains. Our upcoming market research with WholeRen Education (surveying 20,000+ Chinese parents) will shed some light on how the US brand identity is enduring and where your institution needs to focus to succeed in today’s Chinese enrollment market. 

Perhaps allow yourself a brief sigh of relief—but it’s not time to rest. (It rarely is).

There’s still work to be done to keep your institution strong in this new, more flexible, post-pandemic reality. And later this month, you’ll hear from those leading the charge (and learn from their successes) at our webinar event: Your Students. Your Programs. In China: Creating US-Style Classrooms for Your Chinese Students. 

Your event pre-registration will also pre-register you for a copy of our upcoming Chinese Market research. 

At the event (date coming soon), we'll be interviewing several amazing resources for you about strategy, market insights, and powerful new program options to help your institution shore up both near-term and long-term enrollment in the Chinese market. We'll be talking about how 10 different universities managed their fall 2020 Chinese student enrollment and what they are doing to continue their success in 2021 and beyond.

 Speakers will include:

• Brad Farnsworth, former Vice President for Global Engagement at the American Council on Education (and a member of the Intead Research Advisory Board)
• Seamus Harreys, CIEE Vice President for Global Engagement 

More than 2,100 Chinese students studied in US-style classrooms in China during fall 2020 and spring 2021. The CIEE team helped each of them make it happen. Now, many institutions are working toward a longer term vision building a bridge between China and their US campuses. You can learn from their experience.

Read on for a preview of the valuable perspectives to be shared in the webinar.