Recruiting Intelligence

We may have found your next best way to get you through your commute. And yes, it’s a podcast. You’re likely familiar with the EdUp Experience Podcast, and if not, then it’s time you check it out. Available via the usual lineup of streaming services, EdUp Experience ranks in the top 2% of all podcasts worldwide per Listen Notes. And now they’ve launched a new offshoot that we think is worth a listen.

Called EdUp—International, this new niche series is poised to offer interesting business perspectives on all things international education—a topic we know is as important to you as it is to us. Its host is the talented and always engaging James (Jim) Shafer, director of international student recruitment and enrollment at Touro University. The inaugural episode aired Oct. 22, 2023.

And, when you do tune in, you’ll hear another familiar voice (hint: it’s Ben!). We were thrilled when they asked us to be part of the inaugural episode. We were even more excited when we learned we’d get to spend 45 minutes talking with special guest Dr. LaNitra Berger, president and chair of the board of directors of NAFSA and associate professor at George Mason University. What an awesome honor.

In this premier episode, Dr. Berger offers valuable insights about the evolution of international education, including:

• How universities are responding to the significant crises hitting enrollment offices today
• Differing challenges of small-shop international recruitment teams vs the different yet similar challenges faced by larger, well-staffed operations
• Why giving international educators space to dream and ask “what if” is so important
• …And how playing with the (yes, the!) Temptations helped build Dr. Berger’s interest in international education 

If any of that sounds interesting, even helpful, then read on for the link to this brand-new podcast…

Let’s start with this: our NAFSA 2023 slides are perhaps the most concise and clear educational tool we have produced to-date. When you have 3 strong speakers and just 50 minutes, you really need to focus if you want to get your point across.

Each slide represents far more content and conversations we would love to have with you. During one of our future conference sessions, webinars, or anytime, really, just reach out and let us know you want to chat.

Today we share our biggest takeaways from NAFSA 2023. These are thinking big opportunities.

We were honored to share the dais with Paulo Zagalo-Melo, SIO and Associate Provost at Western Michigan University and Karin Fischer, Senior Writer at Chronicle of Higher Education. Our focus: what kind of data and other information can truly inform our international student decision-making? And we considered the flip side: what information is TBU (True But Useless)?

A bit of foreshadowing: A focus for the Intead team going forward is going to be on international student employment and all we need to do as a community to make that process work better. You’ll see much more on that topic from us over the next year+. We have some amazing partners to help us get you the data and tools you need to improve your institutional approach. Watch this space.

You want answers about valuable vs. TBU data? Check out our NAFSA 2023 slide deck (download link at the bottom of this post.) Yes, we are making you work for it ; -)

Here’s a quick tease: has someone with a brilliant marketing mind approached you about using influencer marketing to promote your institution? Let us be perfectly clear: it’s a mistake for academic institutions to do this to their brand.

However, there are ways to steal the critical thunder from this growing advertising trend and make it work for academia. Intead conducted a pilot with Northeastern University and the results are here for you to chew on. Great food for thought.

We’re sharing the slides below, but honestly, slides only go so far. It’s the discussion. So yes, grab the download, but if you really want to learn from us and improve your student recruitment game, dive into our San Diego Workshop coming up in December.

Seats are disappearing quickly and we are limiting participation to ensure everyone has access to our amazing workshop faculty. Questions will be answered. Intense discussions will be had, with insight and data. If you’ve not taken a look at the program and the faculty, learn more here…seriously, take a minute and check this out. Opportunities to learn from these experts don’t come around often.

Today we shout out to our colleagues old and new at the recent 2022 NAFSA Region XI. This kind of regional connection and cross-colleague learning is invaluable. A common theme to our 3 presentations and our poster session this time around was how our information can help you explain the value of your work to the powers that be at your institution. What we can add to your justification for budget and other resources to achieve institutional goals.

Below you will find our 2022 NAFSA Region XI session slides showing off the expertise of our presentation partners, thought leaders all:

• Kirsten Feddersen, Assistant Vice Chancellor of International Enrollment Management, Northeastern University
• Kathleen Simenson, Director of Admissions, University of New Hampshire
• Zongxiang Mei, International Education Coordinator, Central Connecticut State University
• Sarah Lopolito, Assistant Dean for International Programs, Director of the International Center, Clark University
• Iliana Joaquin, Digital Marketing Manager, Intead

Read on to build your case for how your institution can succeed in a competitive market.

…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.

The most common topics of conversation throughout #NAFSA2022:

• So much is in flux right now globally and central to it all: China is not what it used to be. When will China come back?
• The proliferation of tech tools for student recruitment is overwhelming. They all promise great things and we’ve seen these promises before. Which ones should I evaluate? Will they actually work? How do I know?
• Boosting yield on applications is a struggle, especially with my team’s limitations on time, experience, and skills. We are understaffed to make this stuff work.
• I need to find ways to make JEDI efforts more impactful in my recruiting programs and on my campus. 

These issues are being discussed in forums far beyond the NAFSA conference. How we tackle these topics will affect immediate and long-term recruitment priorities for all of us doing this work.

Intead’s NAFSA presentations addressed much of this. A BIG thank you to our amazing collaborators and colleagues from Benedict College, San Diego State University, Clark University, Northeastern University, CIEE, ICEF, and GNET.

Whether or not you were able to attend our live sessions, we’re making our presentations available to you. We think you’ll find them valuable resources as you move into the 2023-24 recruitment cycle. And where the slides don’t give you all the context you need, reach out with your questions.

In the meantime, read on to download our decks.

As I sat out most of the #NAFSA2022 conference in my Denver hotel room due to a positive covid test the day after I arrived, I worked the phone, email, and social media to keep as many balls in the air as possible. From my 34th floor room across the street from the real action, I provided helpful reports on Downtown Denver traffic patterns ; -)

If you missed our Big 10 Digital Campaign Case Study download, you'll want to grab that here. We ran out of the handouts at NAFSA but PDFs are forever!

During NAFSA, what I missed most, what I regret, is simply those moments when the Intead team is presenting and the NAFSA crowd is clearly taking in new ideas and sharing their excitement about how digital marketing, new tools, and deep insights into target audience decision-making (the stuff of real marketing: voice of the customer) all come together to create successful recruiting initiatives.

Despite what I did NOT get out of the conference, the Intead team (Patricia Tozzi + Iliana Joaquin on-site, and Rachel Trahan behind the scenes) took all matters into their own hands bringing their usual level of amazing. Meanwhile, I sat in my hotel room patching into all the important chats by phone and trying to avoid feeling pathetic.

There is a theme that has been running across international student conferences for many years, and #NAFSA2022 was no exception. It is a lament one often hears from department leads – in most institutions and across all industries. It is the cry of the under-resourced. The “If they only knew how important our work is" dirge.

These department chairs and administrative leaders are frustrated by colleagues and bosses up the chain who somehow do not recognize the value represented by the real work being done and the outcomes produced.

• “How do they think they will get the growth outcomes they want if they don’t support us?”
• “Why are they not seeing or valuing our success? Our potential? How hard we work?”
• “Why do the resources always go to those guys?” (read: domestic marketing)

So, we get it. Your department needs more funding. For marketing collateral, for digital media buys, for tech tools and analytics. For more hands to simply do the work.

But, let’s turn the questions around. Read on for new perspectives on these longtime frustrations…

Day One of #NAFSA2022 and it just feels so good to be back together. Optimism is in the air. The social media chatter among our colleagues here is exuberant.

Even if you’re not in Denver this week, we bet your office is feeling the energy of an industry that is projected to grow by as many as 1 million students globally next year. Sure, that growth is more of a rebound, but it’s welcome news nonetheless.

As the tsunami of NAFSA conversations washes over us, the buzz is all about diversifying source countries and everyone is wondering about the best way to go about it.

You, too? Right, because China.

We’re always happy to help lend insight into these international student recruitment conversations based on our global market research and recent client experiences. Often that’s best done through real-world case studies that speak directly to the need to diversify enrollment and improve yield. Today we release our most recent case study diving into a really successful international digital campaign we recently ran for a US Midwest Big 10 research institution.

Let’s meet in person!

If you’re at NAFSA this week, be in touch. We will absolutely do our best to fit in another meeting while in Denver. You’ll see Ben, Patricia, and Iliana racing from our presentations to a bunch of IEM sessions and all those networking events and 1:1 meetings.

Our 2022 can’t miss sessions:

In the meantime, read on to download our latest Big 10 case study all about improving undergraduate yield.

Like you, we spend a lot of time getting into the mindset of students. We need to understand their behavior, their decision making process, by region, by study interest, by age and other demographics.

So, when we read that education luminaries Wendy Fischman and Howard Gardner released a book based on more than 2,000 interviews with higher ed students, alumni, faculty, administrators, parents, trustees, and more, we couldn’t help ourselves. We had to get it.

The book, The Real World of College, What Higher Education Is and What It Can Be, is an analysis of interviews conducted at ten US institutions representative of a range of schools, from the highly selective to the lesser so. For us, the results reveal new insights and confirm long-held beliefs. It’s worth the read for anyone who cares about the student experience, student outcomes, and the long-term viability of our industry.

Reading it through the lens of student recruitment, of course, we’ve gathered key takeaways that can inform the work you’re doing now (recruitment marketing) as well as the longer-term stuff (onboarding, student services, career services, and alumni relations).

Always insight and action-oriented: Below we offer our top 5 takeaways from this great read and importantly, your clear action item for each insight.

Let’s meet in person!

If you’re at NAFSA next week, be in touch. We will absolutely do our best to fit in another meeting while in Denver. You’ll see Ben, Patricia, and Iliana racing from our presentations to a bunch of IEM sessions and all those networking events.

Our 2022 can’t miss sessions:

Read on for our top 5 book review takeaways for your admissions team…

Ambiguity continues as we head into summer 2021. Will international students obtain visas for this fall in time for August orientation? 

We know the US Embassy in New Delhi and the four Consulates in Mumbai, Chennai, Hyderabad and Kolkata are working it double time to process the same visa volume they had in 2019 but in just 2 months. Go team!

And we know that Chinese student visas are facing a time crunch and additional challenges around the approval rules, especially students admitted to STEM graduate programs. 

While optimism is an important element of any future-focused initiative, facing reality and ensuring your plan can adapt to those realities is more than prudent. It is required. The reality here is that there are significant headwinds that appear insurmountable. Highly unlikely that the enrollment numbers will bear out this fall for many US institutions. Application volume is creating unsupported optimism in this case.

We’ve reported on these topics, collected and interpreted data from multiple sources, and released analyses during this past quarter. From presenting two sessions in partnership with our esteemed academic leaders and global partners at the 2021 NAFSA, to publishing a market research report on the new Indian mindset on US schools, this has been an important quarter for shared insights.

So, grab a cup of coffee and before you finish it, we know you’ll be sharing links from this Q2 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…