Recruiting Intelligence

In addition to working for Intead as the Academic Advisor, I also work alongside high school students counseling and preparing them for the college application and admissions process. As an independent counselor I don't work for a specific high school or college. I am paid directly by my clients. I treat each family as if the students were my own children, eager to go into the world, but in need of advice to get to the next step. Because of my work with Intead I am incredibly interested in the great agent debate primarily because it affects our clients and their ability to recruit students, but more personally because, abroad, I would likely be assigned the title "agent." This post isn't intended to perpetuate the agent debate but given my unique perspective as one who works with students and parents, in the US and internationally, and who partners with universities, I have an ability to see these issues from numerous sides.

Pearson recently released a global report on education comparing major factors in education, such as expenditure per student, GDP, graduation rates, etc. One of the top countries in Pearson’s list is South Korea. According to the report, there are some interesting differences between Korean education and American education. Understanding the Korean system can help in international student recruitment.

Marketing to prospective students, especially prospective international students can no longer rely on print materials and websites alone. The array of digital engagement tools available for marketing and admission departments is vast. These engagement tools are affordable, entertaining and can help to distinguish your institution from the competition.

Do you know the travel books from Lonely Planet? If you do, you probably love them as much as I do. If not, you should get to know them if you travel anywhere in the U.S. or in the world. They are great guides for your travels. What does that have to do with St. John's University in New York? 

College admission cycles are like the seasons of the year. If you follow a traditional admissions cycle you know what it's like to live through the cycles of the process. Many schools are admitting more frequently than annually but there is still a big new start in the fall.  

The Education Sector gets covered a lot in the Indian media and on Tuesday this week the Indian newspapers reported that foreign universities will be allowed to establish a campus in India, to operate independently and to issue foreign degrees locally.  While this may not be in the plans for all institutions, it is certainly something to keep an eye on, as it will potentially have a big impact on student recruitment, research collaboration and the local public perception of foreign education providers.

Remember the three Rs: reading, writing and arithmetic? For enrollment marketers and admission counselors, the three Rs have a much different meaning. This time of year there is such focus on rankings. In fact, today is the official release of the US News and World Report College Rankings. So happy college rankings day to you, dear colleagues.

When it comes to international student recruitment and marketing there are many obvious factors that affect a student's interest in one institution over another. Things like (US News and World Report) rankings, cost/financial assistance, availability of desired programs, an international student presence, post-graduation opportunities. These factors all play into a student's decision making process. But there are other factors, which I'll call "soft" factors that also affect student's decision making. In building or maintaining recruitment and marketing efforts it's certainly worth your while to consider these factors.

Universities are getting hit by a tsunami of changes ranging from increased competition among universities as they expand traditional recruiting territories, stronger on-line competition from traditional and new competitive entries, rising tuition and student debt levels as well as a new marketing environment.  I am focusing on the latter change, which is getting less attention given the magnitude of the other factors.