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Recruiting Intelligence

Our Top 10 Blog Posts of 2018: Chosen By Readers

Well, 2018 has come and gone—and here at Intead, we’re catching our breath after a busy year of developing academic recruitment plans, creating compelling marketing campaigns, helping clients assess their institutional strategies and international web presence...and, of course, dishing up blog insights week after week. 

We have a feeling you’ve all been awfully busy too—maybe even busy enough to miss some of our most popular posts of the year! So, let’s take a look back at which topics drew the most clicks in the past 12 months. Some are focused on nitty-gritty recruitment tips, some on big picture market trends, and some on finding inspiration in trying times. We are sure there will be at least a few topics in here that will make you think of a particular colleague who just might be able to use those insights. So, we've added a handy "Email this Post" button at the bottom of the page, just for those moments. Read on for links to the year’s Top 10 hits.

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Insights from AIRC & ICEF 2018

This week, we are just returning from the whirlwind Florida adventure that is the annual AIRC and ICEF conferences. This is our 9th year taking this trip, connecting with colleagues, sharing ideas, presenting new data and working together to drive innovation.

There was much discussion around emerging digial marketing techniques, assessment of our current global political situation and the students who are at the heart of it all. As with all higher ed conferences, we find ourselves loving the swirl of new ideas, invigorated, encouraged and looking to share our experience with all of you. 

I invite you to have a quick read through some of the insights from the two conferences and scroll down to enjoy a brief video we produced with several industry friends and colleagues who each have a deep and unique expertise in areas including: launching global brands, innovating, connecting people around the world and crunching data.

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Think Positive: Differentiation is Powerful

Last week, we touched briefly on the importance of differentiating your institution in the minds of international students. You may be seeing ever more doom-and-gloom sentiment among your peers on campus and colleagues in the field. The uplifting confidence that comes from a deep understanding of your differentiators is essential to your success.

This approach applies to your institution's success as much as it applies to your personal success. For this blog, we'll stick to your institution's approach and leave the rest to you.

So, your institution is not ranked in the top 50, right? And your access to a major city? How about your brand recognition in your target countries?

The reality is, most schools are in the same boat here. Not all international students are looking for the same things. There is a niche that will find your attributes just right. All international students are not all looking for the same things. But they DO need to become aware of what you have that other's don't. YOU need to help them assess and select.

International marketing is not an easy thing to do. It may seem overwhelming, confusing and, at times, impossible. It's easy for your colleagues on campus to fall into the trap of thinking, "Why would any international student want to come here?"

It's time to flip the question.

Why wouldn't they want to come to your school? You have so much to offer. Your doors wouldn't be open if you didn't. The question is: "What can your institution offer international students that no other institution can?"

Bottom Line: Creatively communicating your differentiators is essential to helping students know about and then grasp the opportunities you offer. 

Let's get into this a bit deeper...

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Developing Essential Skills Within Your Recruitment Team

This week, Ben at Patricia are in Miami at the AIRC conference, where they will be hosting a digital marketing workshop alongside Angel Ahmed, CEO of GNET, and Hillary Dostal, Director, Global Initiatives at Northeastern University. This expert team and comprehensive workshop will help international recruitment leaders develop strategic communications plans that differentiate their unique institutions. And, they will be talking about the skills needed throughout the process to achieve success. 

Plans are only as good as the team executing them. Seems obvious, right?

Is your team aligned on your strategic enrollment plan? Do you have a comprehensive marketing plan to work from? Are there gaps in the skill sets? We bet there are at least a few areas that could use improvement, right?

This week we want to walk you through our strategic marketing workshop format and a series of corresponding worksheets available via Intead Plus to guide your marketing and enrollment teams. Ready? Let's check it out. 

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10 Websites in China Your Admissions Department Should Know

The following post has been updated from an article published on ICEF Monitor on September 5, 2014. It was originally co-authored by Michael Waxman-Lenz, co-founder of Intead, and Jiangyinan Zhai, a graduate student of integrated marketing at New York University. It has since been heavily revised and updated for 2018 by Intead's very own Wanhua (Jenny) Yuan, Digital Analyst; Cathryn Andrews, Marketing Communications Manager; and Ben Waxman, CEO. 

Is your admissions department challenged with social media and digital media management? It’s no wonder with new sites, platforms, and new channels coming up all the time.

Approaching the Chinese student market is a challenge – there is no doubt about it. The Chinese digital world essentially exists in it's own self-contained environment, limiting or forbidding access to many western sites and operating an entirely unique set of platforms. Where to begin? 

We would like to give you a number of practical pointers to enhance your knowledge and your management of the digital footprint of your university or high school in China.

Special Notes: This month Intead releases our latest research report, in partnership with Vericant: What's on the Mind's of Chinese Parents? A Research Report for U.S. Admissions Professionals on the Factors Swaying Academic Decision-Making. This post will include excerpts from the report detailing websites that Chinese parents indicate have been influential in their academic decision-making process. To learn more about these sites and how you can use them to promote your institution in China, you can download the full report as part of an Intead Plus membership. So much value. So little cost.

Ben and Patricia look forward to catching up with many of you and your colleagues at NACAC in Salt Lake City next week. Get in touch so we can tell you more about our latest research and learning (info@intead.com). 

Some great marketing tips follow. Read on...

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Canada and Saudi Arabia: Strategies to Support These Students

Unless you’ve been avoiding the international student news for the last few weeks (we almost wouldn’t blame you), it’s likely that something about the Saudi Arabia/Canada debacle has crossed your screen. But, you may be like many people scratching your head still thinking “wait what happened?” or maybe you’ve moved to, “is there anything I can do about this?”

Intead’s team has been supporting our clients as the international student sands have shifted over the past few weeks. We are helping them make valuable connections that can support some 15,000 Saudi students who are caught in the middle of this political dust up.

And, we are thankful for some on-the-ground news from our friend in the field, Nelson Padron. Some of you may recall Nelson was one of our faculty at our first International Student Recruitment Bootcamp. His international career has him traveling extensively and with his recent trip to Saudi Arabia, he sent us some valuable perspective we wanted to share with you.

Let’s take a little time to dissect the problem and identify next steps that your institution could take to support the thousands of students displaced by this political scuffle. We all want them to maintain their studies with as little interruption as possible.

Before we dive into that, a reminder that we will be presenting at NACAC in Salt Lake City in a couple weeks. Drop us a note if you'd like to meet (info@intead.com). 

Read on for Saudi student tips... 

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Student Recruitment Mistakes of the Desperate: Part 2

This week we are continuing our two part series on the all-too-common mistakes that happen when recruitment professionals are caught between increasing strain on limited budget and rising enrollment demands. Didn't get the chance to read part one? You can do so here.

As you read this series, you might think, "yep, I've been there..." or "hey, I would never do that!" ...Either way, we would love to hear from you! Want to discuss your recruitment strategies and how to avoid these pitfalls, or learn about strategies for how your institution can continue to excel? We would love to meet with you. 

We are currently setting up meetings for NACAC Sept 27-29. Ben will be in G block on September 29th at 11:30 am, presenting along with Daniel Spadafore from Michigan State and Gretchen Dobson from Academic Assembly: International Alumni Relations: The Neglected Tool in Your Strategic Recruiting Arsenal?  Beyond that, our meeting schedule is fairly open. Ben, Patricia and Elaine will all be there learning and meeting.

Have you captured our e-book: Global Alumni Management for U.S. Institutions: State of the Field 2017 In it we discuss our survey of over 1,000 US institutions on international alumni engagement practices and needs. At this session, you will learn how we interpret the findings and some practical ways you can leverage your international alumni network to strengthen your recruitment and development efforts

Alright, that's enough, huh? Let's get into it -- Part 2 of Desperate Recruitment Mistakes... 

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Student Recruitment Mistakes of the Desperate: Part 1

Perhaps it was the Saudi and Brazil bump that put your institution in good shape a few years back, with international students flowing in. But, you aren't impervious to changes in the market. Like many institutions, you may now find yourself looking around thinking things seem a bit less rosy.

We are continuously approached by universities and boarding high schools from around the world seeking international student recruiting advice. They are all at different stages of maturity in terms of their enrollment and admissions processes and we enjoy the challenge of figuring out how to resolve the unique problems each of these institutions face.

More often than not, institutions are hung up on the common challenges of people and budget. This is true of most service industries (and, in fact, product driven industries as well). There is no lack of ideas and opportunities. The only thing holding them back is the difficulty of aligning the team (people) and willingness to risk the funds (because there are no guarantees of success).

Often (more often than we all care to admit) we are approached by academic leaders who are desperate. It is late in the enrollment cycle and enrollment numbers are not where they should be. They were once successful and numbers were solid, and now they are not. Budget dollars are extremely tight. And yet, growth is demanded. What to do?

This is the first of a two part series in which we are discussing the all too common mistakes of the desperate. Those who have been in the industry for a number of years have seen this state of affairs at different times: the pressure to produce without the time and resources to do it right. And looking back at those times, we all know what the result was: ineffective and disappointing.

To do marketing effectively, you need experience, creativity, consistent project management (execution) and tracking (analytics). All of that takes time and money. When done well, you are in the strongest position to see results. When done hastily, without solid investment and for short, inconsistent bursts, there really is little opportunity for success.

This is why we do what we do here. We try very hard to keep institutions on the right path. Sustained growth is rare and difficult to achieve. Lean years happen. Our market research and creative agency services keep offer the industry intelligence you need to achieve growth and survive those years. These services do require a level of investment. Intead Plus is a great place to start, with full access to all of our research, planning worksheets, and state of the field webinars.

Read on for our first set of common mistakes academic leaders make when desperately trying to improve student enrollment numbers.

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You Have Your Student Segmentation, Now What?

Student segmentation and predictive modeling are becoming mainstream discussion topics for university administrators. How do you reach, recruit and serve different student segments?

We have once again been reflecting on a report distributed by the Parthenon Group a few years ago that we still find relevant today. Isn't it amazing how strong content can remain relevant over time? This particular study on audience segmentation was called: The Differentiated University. Let's take a look and see what new insights you (and all of us) can take away from this research. 

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What Do You Want to Learn? Vote for the Next Intead Webinar

Please, share your ideas with us! 

Every day we spend time lovingly crafting content to help you and your team build a stronger approach to international recruitment. 

This week we simply want to know: What do you need most?  What would you like us to research?

As we continue to expand the offerings available as part of Intead Plus, we want to ensure that we are creating content that fills your needs and effectively supports your recruitment team. With so many facets of the recruitment process, there are so many possibilities! That's why we ask you, our loyal readers, to let us know what you need, right now.

Please take 30 seconds to fill out a one-question survey and let us know what you think!  

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Know Your Neighborhood - Fall 2017
Global Alumni Management for U.S. Institutions