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Recruiting Intelligence

Online and on LINE: Japanese Social Media Platforms

There are a lot of things at Intead that excite us: new developments in EdTech, tracking the latest student mobility trends, watching our marketing predictions come to fruition, or better yet, watching our digital campaigns for our clients convert leads into enrolled students … And, one of our absolute favorite things is hearing from you, our blog readers.

Back in 2014, we wrote a piece about Japanese social media platforms to help with your international student recruitment. Remember 2014? (sigh).  Well, recently a reader, who is a digital marketing specialist in Japan, got in touch with us about updated insights that may change how you target potential Japanese students.

Why does it matter? According to Open Doors data, Japan was the eighth leading sender of international students to the U.S. with over 18,100 students in the 2018/2019 school year. Despite a 3.5% drop from 2017/2018 year figures, the country’s appetite for study abroad experiences overall remained steady, especially for short and long-term English language studies.

The Japanese Association of Overseas Studies attributed this increased interest in language studies to the growing English proficiency requirements of Japanese companies looking to expand globally.

With appetites for English language studies on the rise, there's no time like the present to re-evaluate your Japan recruitment plans.

Read on to find out what is new in the Land of the Rising Sun and where you should be focusing your enrollment marketing efforts. Hmmm, do you think it might be digital/social?

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Measure What Matters: Build an Academic Metrics Dashboard

What are the Top 3 Metric Areas you should be tracking? Does your answer match ours?

Former CEO of HP, Carly Fiorina, once said, “the goal is to turn data into information and information into insight.” This is the essence of analytics. It’s exactly why you are (or should be!) taking the time to track traffic on your website and social media engagement. It is all for that valuable insight that can introduce you to the student leads you want and help you understand their needs/motivations.

We know we might sound like a broken record but analytics are important. And we know how difficult it can be to get started. The good news is that it’s not as complicated as you think.

Come meet us in San Diego this weekend (a quick jaunt to the sun!?!) to learn more about metrics, tactics and other international student recruiting approaches from experts in the field at our upcoming International Student Recruitment Bootcamp. It is all about What Works Where.

Have you seen our speaker list? A range of experts, our conference faculty, will be on hand January 29-31. Today is the LAST DAY to take advantage of regular pricing. Spaces are limited and going fast. REGISTER HERE.

The Bottom Line: The key to successfully tracking analytics is to set up a system that is easy to use and accessible–your dashboard. Just like your car dashboard, a metrics dashboard stores all your “go-to” data in one place. This can help know how your digital marketing is performing. If you take the time to do this regularly, a big IF based on what most of us have time for, you will spend your marketing budget more wisely every year. If nothing else, your bosses will be proud of you for that ;-)

Trying to collect data without setting up a dashboard is like trying to make a recipe you’ve never made before without the ingredients list. You might know where to find one or two of the pieces of data you are looking for, but you need to know how to piece them together to make a tasty meal. Read on for our list of the Top 3 Metrics Areas we think you should be keeping tabs on. This is the kind of data we think should be on your dashboard to support your international student recruitment efforts.

Pro tip: this is one of those posts you’ll want to share with a select few others on your team.

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Chat Us, Snap Us or App Us: Connecting to International Students with Messaging Apps

In the international student recruitment landscape, we all know the importance of the Internet, digital marketing and connecting to your target audience (at least, we hope you do!). Part of the awe of the Internet is its ability to connect people from all over the world. And now, with more and more messaging apps, that connection can be fostered in real time.

In last week’s blog post, we discussed the importance of using social media as a virtual community. Determining which social media platforms are used in your target countries is important to reaching the students you want to recruit. The same is true for messaging apps, which can be an even quicker way to keep up with correspondence.

In today’s blog, Emily will share valuable information about these messaging apps (think WhatsApp, WeChat and others). And for a side-by-side comparison of these apps, download the worksheet below.

By the way—are you going to NAFSA in Denver? We will be presenting our latest research on how current global, economic and political events are impacting students’ plans to study abroad—you don’t want to miss this! And schedule a time to chat with us while you’re there!

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Are Facebook Users Really 3X Smarter Than Instagram Users?

We have another valuable digital marketing tool available to help you with your international student recruitment plans. Some of the statistics might be a little surprising on the surface. And we all know that statistics, on the surface, are not always what they seem.

For instance, did you know that based on Hootsuite user data, 74% of Facebook’s user base has some level of higher education while only 24% of Instagram’s user base claims that? Think about that for a second or two. How could that possibly be the case?

Our conclusion: Instagram users don’t feel the need to report their university level on their profiles. It’s just not that kind of platform. So while the statistic remains accurate, the story the data tells requires a bit more thought. Instagram users are not less intelligent. Seriously, some of our best friends are Instagram users. And we think they are quite smart! (Shhhh, we have to say that. They subscribe to this blog 😉).

With today’s blog, Emily used a Hootsuite report to develop a comparison of some of the global social media platforms by age of users, education level and global location among other key stats. The information is both thought provoking and helpful as you roll out your student recruitment social media/digital marketing strategy in key regions.

Be sure to tune in next week as well. We will share more information on virtual communities focusing on messaging apps like WeChat, WhatsApp, and even SnapChat.

Meet Us in Denver @NAFSA 2016: Learn from our latest research on how current global economic and political events impact students’ plans to study abroad. Schedule a time to chat with us during the conference.

Please read on for the link to our downloadable Virtual Communities Worksheet…

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