Recruiting Intelligence

When we talk about brand building, especially in the edu space, we often focus on the big strategies: multichannel campaigns, search engine marketing, CRM integration, data analytics. All undeniably important. But what really breaks through to students? Content that feels personal – the kind that makes your target audience feel seen and understood. 

Think, an Instagram Reel featuring a current student sharing their journey and pouring a bit of their heart out. A TikTok breaking down the real cost of living on campus and the pride in managing the cost. Stories that help students bring their imagined academic and social experiences to life. Our audience is on the cusp of a new chapter, be it undergrad, grad, or secondary school.

Good content helps them see their future. Great content helps them feel it. Below you can download our case study and use our results as a benchmark as you evaluate your own campaigns.

Studying up on the latest digital trends in higher ed? We have one that may surprise you but it is certainly familiar to your student intern.  

We’re talking about Studyspo: the trend turning study time into scroll-worthy content.

Opportunities to Meet the Intead Team  

• Look for us at NAFSA in May, NACUBO and APLU in June, and NACAC in September. Let us know  if you want to connect at these events.

Bookmark this: Intead’s Resource Center 
Access 800+ articles, slides decks, reports with relevant content on any topic important to enrollment management and student recruiting.  Check it out.

In recent years, every nook of the internet—from Pinterest boards to TikTok stories—has gained noteworthy momentum in helping students build connective digital spaces and communities where students share life hacks and ideas with each other. And now, students are convening on these platforms even more frequently—even to study. 

Studyspo, a blending of “study” and “inspiration,” involves students sharing posts, videos, hashtags, and the like, to show how they’re studying. Generating noteworthy digital engagement, Studyspo is, indeed, trending.  

The hashtag #Studyspo has been used in over 1,011,091 posts on Instagram, with an average of 12 new posts per hour. On average, these posts receive 106 “likes” and 2 comments each, indicating moderate engagement. Other related hashtags frequently used alongside #studyspo include #studygram, which has garnered over 13 million posts, #studying with around 6.7 million posts, and #studymotivation with about 3.5 million posts.  

More of the same can be seen on Tumblr, where hashtags related to studying and similar topics (like #studyblr) also enjoy substantial popularity. For example, #studyblr has over 500,000 posts, showing that the study-related community on Tumblr is incredibly active.  

But, trends they are fleeting. How do you know when to jump on the social media fad train (and hashtag) and when to happily let it pass you by? Let’s get into it. Read on…

Despite what our writers like to think, it’s not all about content. Digital marketing is also about math. Social media runs on numbers after all. Since we just presented at PIE Live in Boston last week, we are pretty sure there is a pun about the value of pi and algorithms here somewhere.   

While marketers don’t need to build the algorithmic equations that power social media platforms, understanding how they work, or rather the intent of why they work, does matter.  

Opportunities to Meet the Intead Team

• AIRC, Seattle-Bellevue, Washington, Dec. 4-7 -- including our pre-conference global marketing workshop. A full day of Intead global intel (lunch included ; -). Details here.
• AIEA in March and NAFSA in May, we'll be presenting our latest findings at both. Let us know if you want to connect at either of those two events.

Bookmark this: Intead’s Resource Center 
Access 800+ articles, slides decks, reports with relevant content on any topic important to enrollment management and student recruiting.  Check it out.

Social media algorithms evaluate and prioritize user behavior. These algorithms, a set of rules and signals that rank content, are proprietary and organize social feeds based on user interaction. Each algorithm aims to create highly relevant, interesting content for individual users, which is of course the crux of our society’s love-hate relationship with this addictive medium.  

Today we dive into the intent behind the feeds of 5 top platforms so you can better fit and filter the content you’re pushing out to prospective students. We break down how algorithms differ across major social media platforms (TikTok, Instagram, Facebook, LinkedIn, and X). You’ll want your team to keep this post handy when thinking on your social media marketing strategy. Read on…

Is AI affecting my SEO? One among a legion of questions surfacing since generative AI went mainstream. But it’s one we’re fielding a lot, so let’s get into it.   

First, the basics. SEO, or search engine optimization, is how you optimize your website content to up the odds that search engines like Google will rank your webpages high on their results pages. The goal is to appear as the top result for relevant search queries. You’re likely more than familiar with the concept.  

You may also know that search engines have been utilizing AI for years. It’s what helps them understand the meaning and intent of a search query – a function known as semantic search, which uses machine learning and natural language processing to help Google and other search tools understand what users are searching for.   

So, it’s not AI, per se, that’s got marketers worried. It’s generative AI.  

Opportunities to Meet the Intead Team  
- American Marketing Assn Higher Ed, Las Vegas, NV, Nov. 10-13, 2024
- PIE Live North America, Boston, MA, Nov. 19-20, 2024
- AIRC, Seattle-Bellevue, Washington, Dec. 4-7 -- including our pre-conference global marketing workshop. A full day of Intead global intel (lunch included ; -). Details here. 

Bookmark this: Intead’s Resource Center 
Access 800+ articles, slides decks, reports with relevant content on any topic important to enrollment management and student recruiting.  Check it out.

There’s a concern circulating that ChatGPT will become people’s first-stop search engine. Or that when people use Google, its Gemini content will usurp any hard-won top-ranking SEO results.   

We’ll put it this way: Do not worry. Do, however, get informed on how to use generative AI to boost your SEO. Really.

Our recommendation: share this post with your Search Engine Optimization team and get around a table and talk it through. Below, we suggest some helpful discussion prompts to get the conversation going.

Read on… 

So, my oldest child joined us for dinner out the other night. She dressed with her usual flair, all yellow and brown this time. And she ordered herself a drink to match – some cocktail concoction that apparently took a cue from her hues. I had never ordered a drink to match my look before, so I asked her what I should get. Her response: "Dad, I have no idea. Your look is functional but vibeless – jeans with a black fleece. How about a Miller Lite?" 

Absolutely loved that line: functional but vibeless. How common is that situation in the marketing/communications world? Consider all of the functional but vibeless emails we receive. You probably can’t consider them. They’re all just so forgettable.  

Our next opportunity to meet!   
NAFSA Region XI, Hartford, CT, Oct 27-29. The Intead team will be there presenting on Admission Process Analysis, Marketing Data Analytics, and Marketing Study Abroad with university partners from our New England region friends from Quinnipiac, Johnson and Wales, Clark, and Emerson. Practical strategies and creative tactics to hit your enrollment targets.  Hope to see you there! 

The Resource Center for Industry Insiders 
Take your challenge of the day and plop it into our search bar. With 800+ publications and our 15 years of weekly blogging, you will find relevant content on any topic important to enrollment management and student recruiting.  Valuable perspective and data on topics you care about. From agent-university partnerships to predictive modeling and CRM efficiency, to new market development, our Resource Center has you covered. Check it out.

Examples of what we mean:

→ Dear inquiring student, 

Thank you so much for submitting your application. We note you are still missing one document. Blah, blah, blah…our deadline is approaching. 

Thanks, Vibeless University Admissions Team 

---

→ Dear admitted student, 

Let us introduce you to all of the really great student associations you could join here at Vibeless U! When you arrive, you should look into one. Oh, and here’s a fun picture … 

Sincerely, Vibeless University Admissions Team 

All function, no form, low response rate, immediately forgotten. Instantly deletable. 

Taking time, tapping consumer insights from your current students, injecting creativity, tracking the metrics to figure out what works, what converts. These are the activities that produce results. These are the activities that will share your institution’s true vibe far and wide. 

Every communication you have with students and prospective students, matters. It’s how you connect with them. Correction: It’s how you stay connected. Retention is as important as recruitment.

Today, we offer the three golden rules to creating a lead nurturing campaign that’s got the function you need and that all important vibe. We think this post will be really helpful for your team members tasked with the nuts-and-bolts details of your institution’s prospective student outreach.

Important to communicating vibe: the order you present your messaging matters by region and student type. Is affordability your first hook? Career opportunity? Environmental justice? Academic prowess? All important content areas. Different student segments will click on one or another topic at different points in their decision-making process. THAT is what consumer insight research confirms for you as you use your content to improve application rates and yield.

Share this one with the right folks on your team and, 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.

Today we’re taking you behind the scenes of some of our most valuable Intead Plus tools.

Our Digital Marketing Worksheets.

Yep, you read that correctly. Good, old-fashioned pen-to-paper worksheets. Although if you decide to fill them out on your computer, we promise we won’t tell. After all, learning is moving online these days, haven’t ya heard?

Looking to engage a new market? Develop a new content strategy and dissemination plan? Get your new hires thinking through the international student recruitment process?

Last Chance: For our colleagues leading private high schools we are offering a free webinar today at 3pm (Eastern) with TABS (The Association of Boarding Schools) all about how student recruiting must be reimagined given the loss of recruitment travel. Register Here.

It’s all about the framework.

The Intead Digital Marketing Worksheets will guide you every step of the way forward — and ask the difficult questions. These are the worksheets we take folks through when we run our full-day global marketing workshops at AIRC and our International Student Recruitment Bootcamps. So, really helpful during those new recruitment season kickoff meetings.

All of the worksheets mentioned in today’s post are available to Intead Plus members and are tried and tested. Intead Plus members receive full access to an extensive (and exclusive) library of marketing intelligence materials (including our seminal eBook, 88 Ways to Recruit International Students, now an industry standard in its second edition), podcasts, webinars, and more, with new market research being released each year.

Read on for a sneak peek at these valuable resources to kickstart your global approach and your digital marketing strategy. Whether you’re just in the early stages of a new initiative or in the process of developing a digital campaign this content is going to be helpful. And if you want these tools at your fingertips 24/7, you know what to do.

Last week, we put your prospective students’ SOS call on your radar.

Today, we’re going to show you exactly how to answer that call.

(Those of you reading to the end of this post, we can feel your thanks. You're welcome).

From the Naviance data we covered in Part 1 of this series, one thing is clear: your digital strategy and shifts in messaging are crucial right now. With COVID-19 agitating the waters, many students (domestic and international) are lost at sea in the college search and decision-making process. It’s your job to throw them all a life jacket. Metaphor alert: that life jacket is: engaging, informative, customized digital marketing content.

Students will be receptive to your messaging this fall. They want your guidance. Do you know what to say?

With the help of more Naviance data and our own market research, this week’s post is all about the how, where, and what of your digital marketing messaging in this unfamiliar time of COVID-19.

Our goal: helping you create messaging that will guide your prospects through those choppy waters…right to the safe harbor of your institution. Don't worry, we’re done with the ocean metaphors now. 

Read on for the digital tools and key topics your prospects need this fall and how to incorporate them into your admissions and enrollment strategy. 

When it comes to marketing, content is king – but distribution is queen and the right channel matters. Smart marketers know to go where their target student audience lives, learns, and connects online. 

With recruitment travel off the table for 2020, it's time to get creative in how you reach (attract) and convert student leads. Up-leveling your digital efforts will be essential as you plan for your Spring and Fall 2021 cohorts. Your challenge: translating those engaging IRL recruitment experiences, think on-campus tours, student fairs, sample lectures and the like, from people to pixels. 

Luckily, your Gen Z prospects have a particular penchant for a certain type of  content that lends itself very well to the digital reproduction of in-person experience: video.

According to Think with Google, 71% of Gen Z teens spend 3+ hours per day watching videos online. Competition for eyeballs is fierce, to say the least, especially in the newly crowded short form video arena. TikTok is the it-app. Instagram wants its Reels to be the vanguard of viral video tomorrow. Or, wait, will it be YouTube’s Shorts? Or Bytes? Knowing which content belongs where is key to brand awareness and conversion. 

We don’t have a crystal ball, but we do know a few things for sure:

• Online video consumption is incredibly popular—232 million digital video viewers just in the U.S., in fact. And internationally? Consumption of video in China, many Middle Eastern countries and in South Africa, for example, are off the charts. as compared to other digital channels.
• Video sharing is widely used not only to entertain, but to educate and inform. Several institutions that hopped on the short-form video bandwagon early are already using social platforms to engage their prospects with an authentic, #nofilter look at campus life. 
• Considering your domestic recruitment channels, digital video penetration in the U.S. is projected to reach almost 84% in 2021, according to Statista.

We also know that the student recruitment and enrollment marketing rules have changed as of 2020. So, of course, we wrote an insightful ebook full of perspective and recommendations. The downloads have been pretty steady since we launched it a couple weeks ago. If you are not among them, click here.

There is no question that video is the future, but predicting where that video will live is still uncertain. Will TikTok users quickly adopt Instagram Reels? Maybe. Where should you invest your ad dollars? That’s a larger discussion. 

Read on for our perspective on each of these video-sharing platforms to help you weigh your options. 

You have your smiling student photos, a brief headline, and a budget — what could possibly go wrong?

Reality: if creating an effective student recruitment ad campaign were as simple as “insert pretty campus photo here,” digital marketing agencies like ours would be out of a job. And we know what happens when that pretty campus/smiling student photo gets in the way of effective advertising…those in control stem the flow of dollars to your digital marketing budget. Will the challenges to your student recruiting ever end?

Why is it so hard?

Content drives interest, from the first point of contact (attraction) to the conversion events that drive student enrollment.

Your prospective students face an onslaught of information. In a recent Facebook survey of its global users, 43% of Gen Zers reported that they find it difficult to choose what to watch, listen to, and read. With brands clamoring for digital attention on all sides, it’s harder for you to stand out and harder for your target audience to make sense of all this noise. Enrollment marketing is a highly competitive sport.

All the more reason that your ads need to add value to your audience. Your ads must capture the attention of the high-quality leads that convert, not those that click and go nowhere.

And in case you've missed our most recent publications (providing more ways to leverage that digital marketing budget effectively), you can download our latest eBook, The New Student Enrollment Playbook: COVID-19 Edition, as well as our recent digital marketing case studies (performance benchmarks for your digital marketing campaigns) for free. 

Read on for our 3 top tips for creating ads that resonate. We love talking about this stuff, so if you’re looking for more help on refining those campaigns, you know where to find us.