Recruiting Intelligence

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…

Your campus may feel a little cozier this fall as housing units start to fill up again. Welcome news, right?

The enrollment dip we’ve been living through could rebound to pre-pandemic levels, meaning we may see nearly 1 million more enrolled students aged 18-24 in 2022 than in 2021. This is according to analytics giant Gallup.

Likely your team is seeing a positive shift in inquiry and applications. (No? Then be in touch).

The big question still is whether all that activity results in actual enrollments. There is reason to be skeptical at many institutions.

In Gallup’s recently issued The State of Higher Education 2022 Report, done in partnership with Lumina Foundation, we see some interesting results. The central goal of their work: to help inform institutions how to better support current and prospective students. The survey included adults aged 18+ who have completed high school and are living in the US.

Many survey participants are currently pursuing a degree, others unenrolled from their certificate or degree program since Covid. Many others are prospective students who never enrolled in a certificate or degree program after high school.

We are thrilled to have these insights in advance of #NAFSA22 to inform our discussions with all of you. If you’ve not yet scheduled a meeting with us at the conference, please be in touch quickly. Our schedule is nearly filled up. You’ll be receiving a summary of our 4 NAFSA don’t-wanna-miss-em presentations by email.

From Gallup, we took special note of the finding that despite the many (many) disruptions caused by the pandemic, US adults (aged 18-29) remain interested in pursuing higher education. There have been many stories of the growing anit-higher ed sentiment. So how do we lock in on those with high intent?

If you haven’t read the report, it’s one you won’t want to miss. Read on for a link to the report and the top 5 takeaways we think will be the most valuable to your team…

"Where else should we be?"

This question comes up consistently in our workshops, webinars, and client conversations,

The reality: you’ve been wanting to diversify your recruitment efforts for years. Until the pandemic and the latest global political wrangling made recruiting from China problematic, your leadership wouldn’t listen. Now they will and they’re wondering why you hadn’t diversified earlier. 🙄

China and India have always been safe bets for international student recruitment. Of the nearly 1 million international students in the US, 34.7% are from #1 student sender China and 18.3% from #2 India, per the latest Open Doors data. #3 South Korea claims a distant 4.3%.

Despite Covid, these sources of international students in the US remain front and center.

If the majority of your recruitment efforts are focused on China and India, well, we get it. Your leadership team is comfortable investing where they feel safe and is typically fearful of starting something new. These markets are proven and for the most part steady, pandemics notwithstanding. But should all your eggs be in these two baskets?

Of course not.

Relying on only one or two markets for the majority of your international student intake leaves your institution vulnerable to market fluctuations. For most institutions, that strategy does not align with the overarching mission of diversifying your student body. It only aligns with the revenue side of the equation.

Here’s the thing: you relied heavily on those two markets because of the significant challenges of identifying and succeeding in a new market. How do you even do that?

[Side Note: maybe you’ll want to start with our country comparison cheat sheet]

So, let’s suppose you’ve done the market research analysis and you’ve found a new market (or two). How do you know if you’ve selected the right one(s)? How do you evaluate your investments in these new markets since they don’t behave like the markets where you already have experience?

You know it will take patience, too, as most institutions won’t yield real results until 2+ years of targeted recruiting and nurturing. Will your institutional leadership give you enough time to prove the effort? Or will they see the lack of traction after year one and pull the plug? (You’ve seen that before, we know).

This is where identifying effective benchmarks can help you set expectations and make the case for sustained investment.

We’ll be talking about this and so much more at #NAFSA2022 in Denver this month. Be in touch to set up a meeting with us. And please join us for one of our four interactive NAFSA presentations where we are honored to share the dais with our colleagues from Benedict College, San Diego State University, Clark University, Northeastern University, CIEE, ICEF, and GNET.

Read on to learn how you can tell which new markets are a good idea to enter and how to know if early recruitment efforts are likely to create the traction you need over time. Use these benchmarks to create your plan and set leadership expectations.

In the higher education space, your institution is competing with so many options that prospective students have. We know that most students attend a university within 50 miles of their home while large state institutions and the elite options have a stronger draw from coast to coast and beyond.

With these realities in mind, today we consider a foundational marketing goal: building a receptive audience so you can nurture prospective students from the point of awareness and inquiry to enrollment, no matter where they reside.

To state the obvious: virtual tours and informational webinars have taken on a bigger role (fewer campus visits), so a robust and engaging digital presence has never been more important to your recruitment process. Has your team evaluated and adjusted your approach to the student journey? Meeting them where they are in each step of their decision-making process?

We’ve offered a number of educational posts on student journey mapping processes you may want to read (for reference: our recent series Tracing the Student Journey Part 1 and Part 2).

We'll be talking about these enrollment management and student recruiting approaches and so much more at #NAFSA22 in just a few weeks. Let us know if you'd like to schedule a coffee with one of our team. We are leading 4 NAFSA sessions this year and one of them received the honor of being selected for live broadcast. Watch this space for details and we hope you can join us.

For now, read on for our top recommendations on how to build an audience online.

Last week we shared stories of clients’ unexpected results from our analysis derived from data they had on hand. Insights that helped them improve their enrollment management and enhance recruitment channels they didn’t even know they had.

Success comes from translating your data into insights that point to actionable tasks to improve your operation, and your results. 

This is work that Patricia Tozzi, our Chief Strategy Officer, engages in every day with our team. In Part 2 of this blog series, she discusses more actionable steps around data translation. Those of you who have worked with her have seen the results. This week we focus on where to start.

Side note: if you’ll be attending the 2022 AIEA conference in New Orleans (Feb 20-23), be in touch and we’ll find time for a coffee and an exchange of ideas.

Read on for Patricia’s take on finding meaningful data and putting it to work…

There’s so much richness behind data analysis. However, it’s not very often that institutions fully explore the data already available at their fingertips.

Today’s post comes from Patricia Tozzi, our Chief Strategy Officer. Taking a quick break from her directing Intead’s client campaigns, we asked her to give us perspective on how she approaches the inquiry into all the data that surrounds us. How she deploys her innate curiosity to develop campaigns that succeed for our clients.

We hear the desire to improve marketing efforts, innovate, and influence decisions that will result in real enrollments. Yet, it’s hard to get new ideas to take off due to limited resources and institutions’ slow-moving pace. This we all know from our years of experience working with academic institutions.

Our take is there are valuable, free resources you may be underutilizing (or not using at all) that can help you gain insights and, hopefully, lower some barriers to innovation. 

Thomas F. O'Toole, associate dean for executive education and clinical professor of marketing at the Kellogg School of Management of Northwestern University, expresses our experience so well, “I hear people say ‘We need data scientists.’ Well, yes, very selectively—but what you need more broadly are people in different types of functions who are able to translate business needs and problems into data analytics, manage the data required, perform the analytics, and then apply the analytic output in the execution of marketing initiatives and activities.”

Patricia is such a translator.

What we often see are academic leaders who smile, nod, and make a joke about their math skills not being what they should be. Is this you?

No shame in recognizing your skills and skills gaps. But what are you doing about it? Because leaving all that data untapped is not an option.

Read on to learn how to tap into what your existing data is trying to tell you. We think this two-part series is one you’ll want to share more broadly within your institution.

And, if you’ll be attending the 2022 AIEA conference in New Orleans (Feb 20-23), be in touch and we’ll find time for a coffee and an exchange of ideas.

For enrollment management professionals, the next few months are all about watching the applications come in and then pouring everything into nurturing them toward enrollment.

In an ideal world you would personally guide each lead from application to enrollment, but that’s just not feasible for most academic institutions. Instead, you need a strong and efficient lead nurturing strategy to engage your prospects and boost enrollment. (You do have one, right?)

Strong lead nurturing strategies take into account each stage of prospective students’ decision process and gives them relevant information along the way.

In fact, the best strategies anticipate student questions before the student (or parent) even knows they are going to ask them. When you’ve done this work for a long time, you tend to know the general flow of the journey of most consumers.

You see how the family starts with a few obvious questions, learns a few things, and then realizes the next questions that need asking. Not unlike the way students progress in the classroom as they come to understand a subject. Learning is an iterative process of inquiry that builds on itself.

In nurturing students selecting an institution or degree program, you are looking for a meaningful alternative to the one-on-one conversations you wish you could have over the course of the admissions journey. Rather than literally holding each lead’s hand, your role is to champion a rock-solid lead nurturing strategy for your institution.

If you’ll be attending the 2022 AIEA conference in New Orleans (Feb 20-23), be in touch and we’ll find time for a coffee and an exchange of ideas.

To learn the 5 key tactics that will help your team create a lead nurturing strategy that works, read on. This post is a great primer for any recruitment team interested in strengthening enrollment yield.

So many dashboards. So little time.

Where is success hiding? How much investment will it take to achieve our targets?

With student mobility still in a state of flux, all bets are off for your predictive models. Or are they?

Today, we are talking to those with a CRM and marketing automation tools already in place.

Is this you? Your system works well enough and you can see some obvious gaps in functionality and interconnectedness. But you have what you have and there is no immediate opportunity to upgrade or change what you have. So…it is all about using the tools you have, better.

How do we get there? How do we know which features have real value to our operations? How can we use what we know to achieve better results?

We are heading into four wonderful days of interacting with our peers at the AIRC conference in Miami this week. The Intead team will be presenting on innovative ways to use the rising tide of influencer marketing for academia (it’s not going to be what you might think), and we will be presenting on innovative approaches to grad student marketing.

We can’t give enough thanks to our colleagues Toni Jaeger-Fine from Fordham Law School, Ita Duron from Massachusetts College of Health Sciences, and Kirsten Feddersen from Northeastern University all joining us on the dais to share our experiences and ideas. SO many ideas. Testing and confirming marketing approaches that are unique to each institution’s strengths.

Reach out if you would like to share a cup of coffee in Miami!

Read on for our two concrete recommendations for using your marketing tech better.

You are welcome here.

DEI efforts to address inclusion.

These are big concepts that deserve big discussions on campuses everywhere. Discussions with senior leaders setting policies and developing programs to make everyone on campus feel involved and connected.

And to make all that happen, that feeling of being welcome and included, will rely on some of the small things that often are met with eye rolls. Yet, these small things are really important to this whole inclusion effort.

You know that inside joke and the trendy celebrity stuff you are not on top of? The conversation that just kind of left you like roadkill as it blew right by? Maybe silly. Perhaps kind of uncomfortable. Happens to all of us. And it happens to your new students frequently. Domestic, yes. International, all the time.

If you think small talk is meaningless, think again.

In our work for a large, highly ranked Midwestern institution, we were talking with Pham (not his real name). He traveled from Vietnam for his US studies. A natural networker, smart, interested in business, he chose to major in Business Management Information Systems and Finance. With that degree, it is no wonder he was snapped up by Deloitte where he currently works as a Senior Consultant in Tax Management.

To hear Pham tell it, connecting to the US community with small talk was critical to his success. He came to understand this during his studies as he tried to connect with the other international students and with his American peers. He found he was struggling to make friends.

Read on for Pham's perspective and our tips for getting these really important conversations started. It is all about personal and student success.