Recruiting Intelligence

“Why should we translate our materials if prospective students need to have strong English skills to perform well in our classes?”

It’s a valid discussion. We have always been vocal advocates for translating marketing materials into the local language of your target audience. This week: our perspective on translation, some of the most effective places to use it, and most importantly, why.

This post is important for your team producing the materials and your higher ups who are questioning the rationale. Our goal: making you more capable, powerful, successful. Share away.

Important to remember that translation is just one piece of the larger content customization process and that the content you share with your US audience will not resonate with your international audiences, whether you translate It or not. Each of your audiences are unique and will respond to different messages.

Here's the thing you already know: marketing differentiation is all about speaking to your audience segments with the information that resonates. Seems obvious, but not many institutions take the time to do it. Instead, they blast the same stuff to every lead.

And yet...they all complain and wring their hands about declining numbers and yield. There are solutions right there in front of you that do take more time and more investment. Take advantage of them sooner than later!

To read more about developing audience personas and audience segmentation, see our post on Persona Development: 101 here. 

The Intead team does this targeted content strategy and writing for our clients to improve application flow and yield. Let's get to work together. 

A note on adding Google Translate to your site: not better than nothing. The nuance and specifics of your differentiators that your marketing department worked so hard to craft are absolutely butchered with Google Translate. Your target audience scans (not reads) pages translated via Google. They get the high level gist of it and move on quickly. There is no absorption of content because everyone knows you are losing a lot of accuracy. You'll understand more about all you are losing by taking this awful shortcut as you read on.

So, about the rationale and the process for translation, let's dive in...

Every time we turn around there is another set of edtech companies showing off their wares. At NACAC, NAFSA and the American Marketing Association’s Higher Ed Group, everyone has a tech solution.

There are more than 15,000 companies in some form of edtech position. And by some estimates more than $50B (likely more) has been invested in making them grow. Some of the names are familiar to you and some are new to all of us.

But everything is not rosy here. All too often, the marketing for these companies shout out “Artificial Intelligence” and “Predictive Modeling,” when they are anything but “intelligent” or “predictive.” If you scratch the surface when you meet them at a conference, you’ll find that their “predictive modeling” is simply filtering their list purchases in sophisticated ways. We're thinking their marketing pitch might be better termed “Artificial Modeling.” To wit, they are selling stuff with no substance.

Intead will be doing a series of posts and webinars with industry leaders addressing edtech in the coming year. We’re excited to shine a light on those that are doing incredible things. As always, our Intead Plus members will get the best stuff from us.

Please read on for a nice summary of the wonderful ways edtech will transform the classroom, our employees, and our lives in the years to come.

This week, Intead Director of Marketing Strategy Patricia Tozzi shares her perspective on all things digital. Fresh off her AIRC conference presentation on using Digital Marketing Tactics to Prompt Student Micro conversions and her ICEF presentation on Design Thinking. Oh, did we mention her instructional role in our full day recruitment strategy pre-conference workshop? Right, well, let's let Patricia tell it.

Insights from Our Director of Marketing Strategy

Last week, I was reading an article about blockchain and a quote caught my eye: “so many things need to get built. Just do it ...That’s the entrepreneurial ethic: we see a need or opportunity and we just do it.” 

The recurring theme throughout the article that resonated for me was not about blockchain or the varying perspectives around the topic, but rather a shift in outlook and attitude that could change the way we communicate and interact with the world in (what I’m calling) "Era 2.0".

As the world shifts and changes, so too does the way we experience and respond to it. If you keep your eyes and ears open to everything that happens around you, trying to spot opportunities and apply new ideas, then you are an entrepreneur at heart, like me. You are watching the world change at a faster rate than ever before, highlighting an ever-increasing dependence on technology. The question is: What does this mean for higher education and how do we leverage it?

I see this “Era 2.0” as an opportunity to improve the way we communicate with our global audience. 

Read on and I'll share my take. I think you'll find some insights worth sharing...

Is there anything more annoying than trying to accomplish a task without the proper equipment? Whether it’s trying to cook up dinner in a too-small pan or charge your phone with that slightly-defective cord that only stays plugged in if propped up in one specific way (argh!). 

Working with tools that are not quite right can drive you up a wall.

The more important the task, the more frustrating it is to have a tool that isn’t helping you succeed. So, it’s no surprise that many universities, high schools, and language schools feel incredibly irritated by customer relationship management (CRM) systems that don't meet their needs.

If that sounds familiar—and if you wish you had more guidance on how to set up a system that will actually work—keep on reading.

The Intead team is gearing up to present our AIRC full-day workshop on December 5 followed by some great learning and networking at all the conference sessions. If you are going, please be in touch (info@intead.com). We'll be at ICEF the following week in Miami and welcome a meeting there as well.

Now about those CRM systems...why is everyone switching to Technolution's #Slate, anyway?

NPR Marketplace fans may have heard a familiar voice on last Tuesday’s episode. Ben was happy to join the show’s ever-engaging economic reporters as they quickly reviewed the latest numbers from IIE’s Open Doors data and considered the issues at play.

Those of us working in international student enrollment in the U.S. have monitored enrollment data even more carefully than usual over the past few years. In a time of political upheaval in the U.S. and globally, the impact on enrollment has been a nail-biter. How have anti-immigrant rhetoric, changes in visa policies, and rising violence affected enrollment? How will these trends affect us in the future? And how can universities counteract the negative messages and perceptions with positive ones?

This is complicated work, and one that regular readers of our blog engage with vigor. And not for nuthin, but our market research with FPPEDUMedia predicted this turn of events eight months prior to the 2016 election. Our blog subscribers saw the storm clouds coming and had our tips and reports in hand. 

But even those who follow these issues closely would be forgiven for scratching their heads about the latest headlines about the new 2017/2018 Open Doors numbers.

“Number of International Students in United States Reaches New High of 1.09 Million” says IIE’s own announcement. “New International Enrollments Decline Again” says Inside Higher Ed.

Huh?

If you plan to be in Florida for AIRC or ICEF next month, reach out so that we can connect in person. Ben and Patricia will be there presenting workshops, sessions and generally sharing our research and strategic marketing approach with anyone willing to listen ;-)

Now, Let’s break down the latest data... 

How’s enrollment going these days? Are your numbers where they should be? Is the trend on the right track?

For so many enrollment administrators, these questions prompt a level of anxiety because the trend is down and the storm clouds on the horizon bode more of the same.

There are steps you can take. And it is time to stand tall and act. Our advice: Never waste a good crisis.

Regardless of the field you work in as a leader, there is the perpetual challenge of launching new initiatives. The ideas and business plans are one thing – coming up with them is actually quite manageable. The world is full of opportunities that absolutely can and will succeed with the right team and resources behind them.

So here’s the question: Are you doing the assessments necessary to find the best path forward?

Market research looking outward can tell you where the opportunities are. Couple that with a deep internal assessment that identifies what is working well and where your investment of staff time and resources is doing the greatest good (and where it is not).

Learning Opportunities

One common element of this work is typically our digital audit to understand your online presence, web traffic and email performance. The results of this audit provide both market receptivity metrics as well as internal performance metrics.

You can access our experience and chart your path forward. At the AIRC annual conference this December, we will deliver a full-day workshop on global digital marketing and enrollment planning. This could be the low-cost opportunity that helps you jump start your enrollment plan overhaul. We hope you’ll take advantage of this opportunity.

Of course there is also our deep recruitment research and instructional library available to Intead Plus members (have you signed up for our can’t miss Intead Plus Webinar with Wajahat Ali: What’s a Muslim Student to Think?)

Read on to learn a bit more about what we look for as we develop customized enrollment plans for our clients…

Rankings can be addictive. Ask any student who has ever clamored for that valedictorian spot, every salesperson who has tried to outgun her colleagues to be the month’s top seller, every parent who beams at their kid’s position on the Little League batting lineup.  

While you’re at it, ask an enrollment professional, too.

University rankings—think U.S. News and World Report, The Times Higher Education (our far and away favorite in the field if we had to choose), QS, or the Shanghai Jiaotong Academic Ranking of World Universities, and now the Wall Street Journal — affect so much. Students place a lot of weight on ranking lists, and so do parents, alumni, research funders, and governments around the world.

A great ranking can be like an institutional lucky charm, nearly guaranteeing ongoing success. Working at such an institution can feel like taking a perpetual victory lap, waving to crowds of adoring fans as applicants and endowment funds come rolling in.

But a poor ranking can feel like an institutional curse, dooming an institution to mediocrity. Working in enrollment at an “average” institution can sometimes feel like an exhausted, uphill scramble for applications and dollars. This shouldn’t be the case—and it doesn’t have to be.

Rankings matter a lot. Should they? And what can you do about it? Read to the end to find out! 

A couple of opportunities to learn more before we dive into today's topic:

1. Bite-size data points: Intead Insights is re-launching on Twitter! We're sharing quick stats that, in  15-20 seconds, can teach you something new about enrollment marketing. Fun, informative, surprising, and all the cool kids are doing it (as if). Follow us on Twitter: @Intead 
2. Digital marketing full-day workshop at AIRC: On Dec., 5, 2018, Intead and our talented colleagues, Angel Ahmed, GNET, and Hillary Dostal, Northeastern University, will be giving a full-day workshop as part of the AIRC conference in Westin, FL. If you have not yet registered, now is the perfect time! Register here

Now, what's a mid-ranked or low-ranked institution to do? Let's review the concerns and provide some advice...

This week, we are proud to share with you an article from our friends over at NAFSA (with their blessing, of course).

We were struck by the insightful way that this short section in International Educator's September/October 2018 edition captured today's market challenges in a realistic, unflinching light. Rather than emphasizing one factor impacting higher education (politics being a popular choice), this section takes a wider look at the many diverse conditions affecting overall enrollment.

This brief summary is evidence that many of our day-to-day concerns are not limited to international recruitment, and now is not the time to back away from building your brand internationally. As competition grows, both domestically and internationally, you want to be in a strong position to continue attracting students and maintaining your enrollment. We've all faced periods of enrollment challenge before. Shrinking away was not the answer then and it is not the answer now.

In that vein, we invite you to join our session at NACAC on Saturday 9/29 at 10:30 AM for our Presentation: International Alumni Relations: The Neglected Tool in Your Student Recruitment Arsenal?  Earlier this year, in partnership with Academic Assembly we surveyed over 1,000 US institutions on their international alumni engagement practices and needs. At this session, we will present and interpret the findings of this research and offer practical ways you can leverage your international alumni network to strengthen your recruitment and development efforts. 

We have another great collection of Intead research and insights coming out next week. You don't want to miss our Webinar: Agent Commission Structures and how to maximize your recruiting agent partnerships on Thursday, 10/4 at 10 AM EST. Register here. All registrants will receive a copy of the full report following the webinar. 

Intead works with our institution clients to help them determine the best regions and channels for their strategic enrollment plans. Our proprietary research and the custom research we do for our clients makes all the difference.

As you consider your recruitment channels, we recommend you refer to Nafsa's excellent summary of the factors we all must weigh as we adjust our enrollment plans to the current global geo-political environment...

This week, we are taking a look back at one of the more controversial topics (still!) in international recruitment – the use of agents. 

Originally, we thought this discussion was done when NACAC agreed that there was, in fact, an ethical way to engage agents to support your international student recruiting. Well…the debate wasn't quite over, for some.

We’ve all heard the education agent debate—how do I find and sustain ethical and productive relationships that benefit both my institution and my prospective students? How do I know whether I am working with the right agents? And ultimately—is using agents worth the risk? (Because we all know there are some bad actors out there).

This week we are taking a look at the regulations and a few of the underlying arguments and the evidence on either side.  

In September of 2016, the National Association for College Admissions Counseling (NACAC) amended two parts in their guidance to U.S. educators on using education agents. This code of ethics, titled Statement of Principles of Good Practice (SPGP), was originally adopted in 2014. This document lays out the code of ethics and standards for the association and its members.

Then, in April of 2017, the U.S.-based Middle States Commission on Higher Education proposed new policy languages that would prohibit use of incentive-based compensation for international student recruitment. That objection eventually died on the vine.

Add to that the changes taking place in China and Vietnam around how these countries have recently relaxed regulations for recruiting agencies so that almost anyone can raise their hand and announce they are now a student recruiting shop.

Yet, the American Council on Education (ACE) recently released a report on internationalization efforts by U.S. institutions and they shared this: In 2011, 17% of respondents were engaged with education agents compared with 45% in 2016. Hello!

Our own recent research with FPP EDU Media that we presented at NAFSA in 2017 identified that 50% of international students find education agents helpful as they evaluate their options. And our sample size? More than 1M students surveyed resulted in 57,000+ student responses from 65 countries! (Find the link to our slides below). Those results are some of the most substantial and reliable in our industry.

Bottom Line: While the use of education agents by U.S. institutions is on the rise (considerably!), concerns about unethical practices are being addressed. Have you figured out where the best and most reliable agents are around the world? Is your institution too fearful of the downside? If so, you are probably not relying on THE recruiting channel that pretty much all institutions with any significant increase in international student population are using. And they use agents successfully. If your goal is to increase international student enrollment, ignore this recruiting channel at your own peril.

Read on to get some of the details of recent regulatory challenges and our insights into using agents to support your international student recruiting. This channel cannot be ignored. The risks are really only in whether you put the right processes in place to select and manage your recruiting team.

You can’t do international student recruitment well unless you get (as in understand) international students. Given the diversity of this population (we’re talking millions of unique individuals from all around the world, after all!) — really getting international is easier said than done.

The longer you do this kind of work, the better you understand international students’ motivations, goals, and experiences on U.S. campuses. That understanding can shape your international personas, which should in turn shape all of your communications. 

Knowing your market is a career-long pursuit—you never finish learning as markets continually change. We are in a changing market environment right now. Student mobility is shifting. Canada is hot. The US is strong as a destination but seeing declining numbers. More countries are investing in recruiting activities (Germany, India, China, Japan, Russia, to name just a few). Ensuring your international student recruitment strategy incorporates the voice of the international student is more important now than ever.

This is what it is about right now: Disseminating believable messages of student academic and, more importantly, career success is vital to your recruitment efforts.

There’s no better source of authentic information than the students living and learning on your own institution’s campus. And what better source than students studying business communications and journalism?

This week we share the thoughts of three talented international student columnists to follow for extra insights. On this American Independence Day, we figured you might enjoy something you can read while lounging poolside, lakeside, with an ocean view, or in the shade while waiting for the grill to heat up.

Consider this: who will you share this marketing insight with on your campus to get your institution's brand a bit more global attention?

Kudos to these three journalists. And happy reading!