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Recruiting Intelligence

Recruiting Intel Digest: The Most Useful Stuff from Q4 2022

Coming in hot off a truly inspiring in-person workshop with peers and industry leaders yesterday. So many wanted to come but for the timing (or internal approvals). Not to worry. We’ll catch you up in the new year. But the word is our industry is feeling optimistic. Even the new Open Doors data supports our enthusiasm.

Should this energy and associated momentum have kept you from diving into all our posts of late, we totally get it. No hard feelings. That’s why we’re putting all the top news from this fast-moving quarter together for you in one easy-access spot.

But first, if you’ll be at ICEF this week,be in touch. We’d love to connect.

Please note: Our Recruiting Intelligence Blog will be on holiday hiatus for the next 2 weeks. See you in 2023 with some great slide decks for you to download and a surprise announcement to help you achieve more.

Now, read on for best stuff (student lead platforms, 5-year data trends, LATAM stats, and more) from Q4…

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Recruiting Intel Digest: The Most Useful Stuff from Q3 2022

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

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Recruiting Intel Digest: The Most Useful Stuff from Q2 2022

…and that’s a wrap for Q2 ‘22. While personally there were a few bumps along the way (thanks Covid for yanking #NAFSA2022 out from under me!), overall, the industry’s mood is decidedly improved over this time last year. Cautiously so, anyway.

Recent news we are following says that language programs are starting to recover from huge pandemic losses. Middle Eastern adults/executives are showing up first. As we know, language programs often act as canaries in the coal mine falling or rising in advance of fuller degree/certificate programs.

We bet you likely didn’t catch all of our posts this spring, admissions season being what it is – busy. Not to worry, we’ve compiled a few we think you won’t want to miss. Read on for our quarterly recap of the most valuable news from Q2 2022 and the Intead resources available to you.

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Rinse and Repeat is Not the Answer

Every CFO’s dilemma: how much discounting do we have to do to fill our classes?

But before you get there, it is the Enrollment Management team’s job to answer a few other questions:

  1. To whom do we market? (this takes us from suspect to application)
  2. Whom do we accept? (this takes us from applicant to accepted pool)
  3. And now we turn to the CFO and financial aid team to answer, “How much do we award them?” (this takes us from accepted to tuition-paying)

The Intead team is hyper-focused on question number 1 in ways that others in the student marketing world seem to miss or oversimplify. Zip code and IPEDS analyses will tell you that there are roughly 250K families in the US able to afford tuition bills of $30K or more. And that pool is shrinking as the Chronicle of Higher Ed and industry analysts consistently remind us. The fear of 2025 is growing!

Private institutions have faced, and will continue to face, a world of trouble in the years ahead. If you are not clear about what makes your institution highly valuable to your target audience (and no, the answer is not, “we provide a personalized level of attention to our students”), then your classrooms and dorms are going to look sparser. Those doubles you converted to triples will be double again.

And for other institutions, those with lower price points, there are significant headwinds in terms of how students and parents are evaluating your value as well. Competition will continue to grow.

We'll be talking about all of this at #NAFSA2022 in Denver in just 5 weeks. Please be in touch to set up a meeting or join us for one of our four interactive NAFSA presentations where we are honored to share the dais with our colleagues from Benedict College, San Diego State University, Clark University, Northeastern University, CIEE, ICEF, and GNET.  

With this post we share our concern, and it should be yours as well, that the marketing agencies offering enrollment/recruitment services for so many institutions are taking their marketing plans from their most recent client and applying them to the next one that comes in the door.

Literally, some of them are simply slapping your logo on the marketing plan they delivered to the client that came before you and selling it to you as something unique and fresh. They are that cynical about their own work and what you are doing on your campus.🙄

Read on for tips on how to frame the pertinent questions and approach the answers for your institution. While the framework has common elements for all, the resulting marketing plan must be different based on your specific institution type, location, ranking and academic strengths, tuition, culture, etc.

Your student enrollment marketing must focus on what makes you, you.

We’re here to say very loudly: rinse and repeat is not the answer.

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Recruiting Intel Digest: The Most Useful Stuff from Q1 2022

The first quarter of 2022 dealt its fair share of surprises, and then some. The pandemic loosened its grip (for the time being). Northern Europe was thrust into a war. These events are deeply personal and deeply tied to our everyday work in higher education. And then there were the everyday surprises courtesy of another enrollment and budget planning season. Still, the world kept turning and we kept acting on the opportunities we see for improvement in everything we are able to touch.

In the midst of all this, you may have missed a few of our top posts. No matter! We’re here to point you in the right direction. Read on for our quarterly recap of the most valuable stuff from Q1 2022 and the Intead resources available to you.

And, if you’ll be attending the NAFSA 2022 in Denver (May 31-June 3), be in touch so we can set aside time for a coffee and exchange of ideas. We’ll have 4 NAFSA presentations all covering different aspects of global recruiting. One of them has been selected by NAFSA for live-stream to give more folks access to the amazing panel that includes Benedict College, Clark University, and CIEE. More on that in the coming weeks.

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Recruiting Intel Digest: The Most Useful Stuff from Q4 2021

Wrapping up 2021 was no easy feat. We’ve seen student enrollment numbers fall, rise, and flatten with the evolving worldwide pandemic that is COVID-19. More than a few in our field are burned out and trying hard to muster the energy to figure out how to bring their students the best experience possible.

We’re right there with you, wherever you are. Time to turn our focus to what we’ve learned from our recent experiences. Settle in for a Q4 wrap up of the info that can help you shape your 2022-23 plans. From strategy to tactics like chatbots and student recruitment platforms we know all of this will be up your ally.

Read on for our quarterly recap of Intead resources available to you — Q4, all in one place.
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Competitor Analysis: Quick Insights Available

Every enrollment VP is fighting for students who will add value to their institution. Domestic is heading for the 2025 cliff while international is beginning to rebound from the pandemic travel restrictions. 

What better way to win market share than to tell the story that differentiates your institution? This week, for those of you not already familiar, we introduce you to Jon Boeckenstedt and a tool he’s created that can help you see quickly how your institution stacks up to your competition. Jon’s work consistently brings data insights and knowledge of the field to help institutions make better enrollment management decisions.

On the international side of things, be sure to register for the AIRC conference coming up in December where we will be presenting two valuable learning opportunities alongside colleagues from Northeastern University, Fordham Law School, and San Diego State University. Early bird rates are still on the table! See link below. And see you in Miami!

Read on to dive into the amazingly fast competitor insights you can gather and how you might use them to put the best version of your institution’s story out there. 

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A View from My Seat: SIO Edition

Today, we start a new occasional series with our Recruiting Intelligence Blog calling on the expertise of our colleagues in the field and sharing their views with you. Many of you know our first “View from My Seat” writer and worked with him in his former role as Vice President for Global Engagement at the American Council on Education. Brad Farnsworth now runs Fox Hollow Advisory helping institutions develop and execute international strategy.

We are thrilled to share his counsel to SIOs as universities around the world continue to grapple with how the pandemic has changed their approach to global partnerships, student services, student enrollment, and overall academic business models.

Be sure to sign up for our AIRC-hosted webinar with Technion Israel Institute of Technology presenting “Shifting Student Perspectives: Digital Marketing Now” — Free to AIRC members and $45 for non-members. Register HERE. (If your institution is not an AIRC memberhit us up for a code and we'll see about getting you past the velvet ropes.)

Read on for Brad’s counterintuitive recommendations for all of our SIO colleagues.

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Recruiting Intel Digest: The Most Useful Stuff from Q3 2021

No quiet summer here--things have only sped up this quarter as institutions recalibrated their approaches to the ongoing hurdles and opportunities of the pandemic. With innovative thinking and disciplined strategy, your colleagues are tackling the big issues of the fall and considering how to adapt for spring and fall 2022. Today’s post points you to some of the high-performance best practices we’ve shared over the past 3 months to help during these times of uncertainty. 

So, grab a cup of coffee and before you finish it, we know you’ll be sharing links from this Q3 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. But first:

PARTICIPATE AND LEARN: Opportunities up stay current and up your game:

  • October 5, NAFSA All-Region Summit Session: UMBC and Intead present “0-60 Internationalization” — Register HERE.
  • October 12, AIRC hosted Webinar: Technion Israel Institute of Technology and Intead present “Shifting Student Perspectives: Digital Marketing Now” — Free to AIRC members and $45 for non-members. Register HERE. (If your institution is not an AIRC member, hit us up for a code and we'll see about getting you past the velvet ropes.)
  • IIENetworker fall issue publishes Intead’s 2021 market research on Indian and Chinese student mobility. See below for a link to the magazine full of insights.
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Hey Academic Marketers: Did Apple just bite into your audience?

You’ve got to hand it to Apple – everyone’s paying attention to their iOS 14.5 update. At least, those of us in marketing.

This typically benign move (yawn…another update) has Facebook screaming, “Alert: The sky is falling!” In our experience, most marketers have had their Chicken Little moments over the years. Some more than others. Remember when the movie industry thought VCRs were going to decimate their revenue stream? Or how about Y2K?

But what exactly is it that’s got everyone crying foul (er, fowl)? In short, data. Or, lack thereof.

The new update aims to add transparency to user data tracking. All App Store apps are now required to ask users for permission to access the Identifier for Advertisers (IDFA), a unique tracking code for mobile devices. So, each time an iPhone user downloads an app from the Apple Store, they must actively opt-in to be tracked. If they don’t, the policy prohibits certain data collection and sharing. Apple is positioning the move as protecting the consumer.

Early word from Flurry has it that 94% are opting out. That number is a big deal to businesses who’ve come to rely on this data to optimize, target, and report on tracking pixels, the bits of code that detail user behavior. It’s certainly a big deal to Facebook and Google and to those of us who rely on their insights.

Truthfully, prior to this iOS change, iPhone users already had the ability to opt-out of IDFA, but this move by Apple prompts and forces a user decision and almost everyone is opting out.

While the change only affects Apple’s mobile audience (leaving desktop and Android users alone), that’s still 1 billion active iPhones worldwide, one-fifth of which are in the US. (iOS has notable but significantly less presence in key international student recruiting markets with 44% market share in Saudi Arabia, 36% in Vietnam, 27% in South Korea, 22% in China, 13% in Brazil, 8% in Nigeria, and just 3% in India, per Statcounter GlobalStats.)

As this policy takes hold, academic marketers will have much less insight into the iOS users who are clicking on apps. That inhibits the ability to micro-target, which is a problem.

To know for sure the significance of the iOS update on your campaigns, institutions should compare the percent of traffic that engages through mobile, then the percentage of those who use iOS. This is all readily available through your Google Analytics. The higher the number, the greater the impact the iOS update will have on you. Your lead generation efforts will be affected, but we imagine less so than say e-commerce businesses (think Amazon, Etsy, Target, Best Buy, etc.).

Of course, this isn’t just about privacy. It’s also about money. The big tech players are competing with one another for your ad spend. Remember, Google makes over 80% of its money on advertising, as does Facebook. They want to maintain control. Can we blame them? (Yes, of course we can, and do. Nevertheless…).

And that’s the bigger picture. Marketers who feel like the sky is falling feel that way because they are losing some control over the crux of their campaigns: their audience and their ability to define and target them. The risk the Apple update poses to your institution is your diminishing ability to reach desired audiences accurately and affordably through paid digital channels – primarily in the US. 

So, while the sky may not be falling, do read on to learn how your academic marketing team should respond…

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