Recruiting Intelligence

If you’re on the fence about WhatsApp, know this: Meta’s goal is to make WhatsApp a household name, whether it is to shop, chat, or stay on top of news and events. That from a recent New York Times article. In it, Will Cathcart, head of WhatsApp confirms what we are already seeing, that the conversation has moved from ‘WhatsApp is the app I use outside the US when I travel,’ to something much more mainstream in the US. Below, we get detailed and actionable about what this means to you.

Word from Apptopia confirms as much. Its numbers show WhatsApp’s daily active users grew by 9% in the US last year, with 50% of these users chatting daily on the app, 78% weekly. Aside from Meta’s interest in cementing this app as the singular messaging tool among consumers worldwide, pundits point to a variety of reasons for the uptick in the US – the preference for messaging versus emailing, the preference for closed-group messaging rather than social media blasts, the increase in post-pandemic international travel, and the app’s ease of use for business communication just to name a few. 

Events you won’t want to miss:

Let’s talk international student enrollment at the upcoming AIRC Spring Symposium on April 30. Intead will be presenting on student recruitment marketing budgets – we've got some great new insights to share. Register today!

The Intead team is gearing up for some amazing presentations at: 

• ICEF North America in Niagara, Canada, May 1-3, 2024
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
  
• GMAC 2024 Annual Conference in New Orleans, June 19-21, 2024

Let us know if you’ll share a cup of coffee and a conversation about all things global and digital (info@intead.com)

Those who read last week’s post know how we feel. (Get to it!). It just makes so much sense for universities to have a Business WhatsApp account, especially those who work with international students. And now, we believe, for domestic markets, too. Check out our handy, quick-hit, 11-step check list.

Just like last week, this post is the kind of thing you might want to share with your enrollment team and prompt a discussion at the next team meeting. How would you adapt our recommendations to your particular situation (CRM, staff structure, enrollment pipeline, etc.)?

If you are going to be using WhatsApp, we strongly recommend you puppeteer these communications from a WhatsApp Business account. We got into the meat and potatoes of setting these accounts up last week. Now, let’s get to dessert, aka best use practices. Read on… 

What’s up with WhatsApp is a question we find ourselves answering a lot lately, especially when talking about student recruitment. And it is a bit more for international students than domestic, though this blog is useful intel for both. As a teaser, more than 100 billion messages are sent each day on WhatsApp. Yes, that was 100 billion per day! We have more eye popping stats below. 

An important messaging tool because it works across countries, many institutions have been using personal WhatsApp accounts that are attached to a single phone number. That works, but as far as standard operating procedures go, that’s a bit flimsy.  

WhatsApp, a Meta company for 10 years now, has an answer called WhatsApp Business. That too has been around awhile (WhatsApp Business launched in 2018), but it’s just been a bit cumbersome for many overly busy international offices to onboard. And many of their domestic student recruitment counterparts have taken a why-bother approach. 

Our take: it’s time to bite the bullet – it’s easier than you think – and set up a WhatsApp Business account that can be managed from a desktop (see our quick hit 11-step process). We concede that it can be time consuming, but there are just so many benefits to having a verified account on behalf of your institution that we think it’s worth your while.   

Events you won’t want to miss:

Let’s talk international student enrollment at the upcoming AIRC Spring Symposium on April 30. Intead will be presenting on student recruitment marketing budgets – we've got some great new insights to share. Register today!

The Intead team is gearing up for some amazing presentations at: 

• ICEF North America in Niagara, Canada, May 1-3, 2024
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
  
• GMAC 2024 Annual Conference in New Orleans, June 19-21, 2024

Let us know if you’ll share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

This is exactly the kind of stuff so many of you read our blog for, right? What is the time investment? What is the upside? How do I set my enrollment management systems up for success?   

So, let’s get right to it. Read on to learn why WhatsApp is proving to be a good tool for many student recruiters right now – international and domestic – and how to go about setting up your business account. We’ll make it easy for you, as always. And yes, this is one of those posts you’ll want to share with your team (link at bottom) and discuss in the next team meeting. 

Have we been selling ourselves short? A recent working paper by the National Bureau of Economic Research has got us thinking, "Yeah, maybe." 

The not so fine print in “Late Bloomers: The Aggregate Implications of Getting Education Later in Life” is this: the age at which you get your degree matters. The economists found that the younger you are when you get degreed, the stronger your financial return on the investment from that degree. As a result, it may be time to take a closer look at how you present your institution’s ROI.  

Events you won’t want to miss:

And look for us at these other industry events coming around the bend:

• ICEF North America in Niagara, Canada, May 1-3, 2024
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
  
• GMAC 2024 Annual Conference in New Orleans, June 19-21, 2024

The Late Bloomers paper (link below), which looks at university grads beginning with the US 1930 birth cohort onward, also reveals that around 20% of students obtain their 4-year degree after age 30, hence the late bloomer label. A not so insignificant figure, with more than a few not so insignificant implications.  

Sure, the popular notion that university grads are early 20-somethings remains true enough, but the 1-in-5-student stat reveals this belief is not the whole truth – and never was. Turns out the non-traditional student market is significant (you’ve read our series on the non-traditional student advantage, yes?).  

Significant and new with this paper: the understanding that late bloomers’ ROI may not be as strong as once thought. On the flip side, the new data analysis means the ROI for younger grads is even stronger than we believed. Interesting, and worth promoting.  

Other notable findings from the paper: Late bloomers have helped narrow the gender and racial gaps in university enrollment, even despite a widening racial gap among the early university grad set. And, late bloomers account for more than half of the growth in the share of university-educated adults from 1960 to 2019.  

There’s a lot to unpack here, including why we think you may be selling yourself short based on these fresh insights. Read on…we’ll keep it actionable. 

Admissions teams are working a little harder this admissions season, thanks to a few external inputs. We’re looking at you Supreme Court and FAFSA. That’s not to mention the many conversations we know you’re having on standardized tests. Just a bit more to add to your standard workload of actually recruiting, admitting and enrolling students. So, if you’re a little (or a lot) behind on your Recruiting Intelligence reading, then this is the post for you. We’ve compiled all our top news from Q1 2024 into this one spot.  

• IMPORTANT NOTE: HAPPENING TODAY  “Shattering Accessibility Limits in Digital Learning,” a Chronicle of Higher Ed-hosted webinar. Featuring Gallaudet President Roberta Cordano and ansrsource CEO Rajiv Narayana. Register here. (All registrants will receive the recording even if they cannot attend.) 

Let’s talk international student enrollment at the upcoming AIRC Spring Symposium on April 30, 2024. This one-day event in beautiful Niagara, Canada, will explore best practices in developing, managing, assessing, and sustaining the many partnerships that are so foundational to international enrollment success. While there, be sure to attend Intead's session all about student recruitment marketing budgets – we've got some great new insights to share. Register today! 

And look for us at these other industry events coming around the bend: 

• ICEF North America in Niagara, Canada, May 1-3, 2024. 
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024.  

Hope to see you soon! 

ICYMI: What we were posting about this quarter:  

• STEM OPT – personal narratives and growing demand 
• LMS “learnability” – accessibility is not the same as learnability 
• Shortcut tools (AI anyone?) – how to take a template approach wisely 
• Vietnam as a top student source – and not just for US institutions 
• Budgeting framework tools – a free download to help your team plan ahead 
• Audience segmentation – why cultural nuance matters 
• Social media – a looksee into what your peers are up to online 
• And more 

 All really good stuff. Read on… 

I’ll be honest with you, the AIEA 2024 conference produced a tremendous number of insights from so many leaders in our field. It has been a challenge reducing, selecting, and summarizing those I think will be most valuable for you. But sharing great ideas is central to why we publish this blog, so today I’m narrowing down a set of seemingly disparate ideas and tying them together, so they are valuable, actionable, and transferrable to you.  

Hey, use the comments below to let me know if I succeeded. 

For the observant, there is SO very much to take back to your desk from these gatherings. And since we had three Intead staff present and presenting at AIEA 2024, we came away with a lot.  

Events you won’t want to miss:

“Shattering Accessibility Limits in Digital Learning,” a Chronicle of Higher Ed-hosted webinar, featuring Gallaudet President Roberta Cordano and ansrsource CEO Rajiv Narayana. Register here. (All registrants will receive the recording even if they cannot attend. ASL interpreters will be present.)

The AIRC Spring Symposium on April 30. This one-day, in-person event in beautiful Niagara, Canada, will explore best practices in developing, managing, assessing, and sustaining the many partnerships that are foundational to international enrollment success. While there, be sure to attend Intead's session all about student recruitment marketing budgets – we've got some great new insights to share. Register today!

Many of the conversations we took part in or led at AIEA 2024 centered around fighting for and justifying internationalization budgets. One important notion (credit to David DiMaria, SIO, UMBC, (University of Maryland, Baltimore County) comes from the Japanese concept of Nemawashi (根回し). The term means “turning or taking care of the roots” and suggests that growth comes from taking good care of the foundation. There’s a lot of truth in this. 

As you seek to initiate a new project or grow something already in place, take time to meet with the many stakeholders individually and understand their points of view and concerns before the power brokers or full committee meets to take a vote on your plans and budget requests. Lay the groundwork so that you know the outcome before that decision point arrives. 

This is just one of the many ideas we’ve been ruminating on since our trip to AIEA. Read on for our selection of key actionable takeaways and our slides on data, AI in enrollment, and entrepreneurship in higher ed. 

Today, an important and fascinating aspect of how EdTech is evolving for higher ed. Little discussed, but hugely valuable to your student success efforts. We are focusing on both aspirational and pragmatic approaches to solving specific digital accessibility challenges that are likely not on your radar. 

We’ll start here: Learning Management Systems (LMS) are designed to help faculty and students connect effectively. But what happens when the vast amount of content housed on those tools is not given full accessibility considerations?  

Today’s digital classroom embraces the talents and perspectives of learners with neurodivergencies, aural impairment, visual impairment–including students who are partially or fully colorblind–and those for whom English is not their primary language, among a range of other diversities and learning differences.  

But while the online classroom roster of tools has evolved, the digital content thrown into your LMS has largely failed to keep up. In fact, our current digital content is unable to provide full access to as many as 1 in 5 students in the US. And the Department of Justice is taking notice as an increasing number of institutions are facing legal challenges to “digital accessibility.”  Non-compliance has consequences as seen in a number of significant lawsuits making headlines. 

Join This High-Value Webinar

“Shattering Accessibility Limits in Digital Learning,” a Chronicle of Higher Edhosted webinar with visionary panelists: Gallaudet University President Roberta Cordano, DREDF Senior Staff Attorney Ayesah E. Lewis, and ansrsource President and CEO Rajiv Narayana. The webinar will be moderated byReporter Kelly Field, who covers, in detail, education and disability access for the Chronicle of Higher Ed, among other media outlets.

Register HERE.  (no cost to attend and registrants will receive the recording)

Digital accessibility stopped being about just a Dark Mode toggle a long time ago, and the content passively or casually “thrown onto” your LMS by faculty with competing priorities often overlooks accessibility accommodations. The current state simply isn’t going to cut it.

Today, digital accessibility includes formatting and presenting content in a way that accommodates the vast variety of student needs. Providing alternative text for images, closed captions for videos, and text transcripts for audio content are just a few of the features that help your learners learn. 

Read on for a few valuable, actionable tips and an institutional assessment process that may help you make smart decisions and engage your colleagues … 

Cultural nuance is no “nice to have.” It’s a must. Does your current marketing team understand this? Do they have the deep consumer insights needed to attract, recruit, and convert different cultural cohorts? Let’s get into it.  

When we talk about audience segmentation – the customization of content by region or country or academic interest AND country/region – what we’re talking about is the language and metaphors, images, and offers that resonate. We’re talking about deep consumer insight research that enables marketing efforts to move the needle in a competitive marketplace. Without these insights, your colorful examples, imagery, phrases, and language can only take a campaign so far.  

Non-marketers you can roll your eyes if you like. We suggest you take a look at our 3 examples below for a quick look under the hood at how deep market research informs the creative process and produces stronger results. 

Opportunities to Meet In Person 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• The Forum on Education Abroad in Boston, March 21, 2024
• AIRC Spring Symposium and ICEF North America in Niagara, Canada, April 30 - May 3, 2024
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
  

Let us know if you’ll share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

As we develop approaches to attract and recruit students to institutions, we carefully consider what they will find relatable and help them make wise decisions. What will capture their attention among the many ads and posts they see online? What phrases will resonate with them as they consider their options – at each point in the decision process (the marketing funnel)?

Essentially, we are trying to figure out what will pause their scroll and prompt the smart click.

Prospects can only follow up with so many offers. In the end, they will apply to somewhere between 5 and 20 institutions. Most will receive 3 to 7 acceptance letters, sometimes more. What will help them make a wise decision for their particular situation? Will the content you create and disseminate influence them to apply and then enroll? 

So many institutions believe their own marketing and put out the most generic messaging because they think the great pool of prospective students will simply find them and connect with them. Some faculty and administrative leaders still believe that "marketing" is unnecessary (or worse) because their institutions are clearly excellent and students will simply find and select them. This point of view persists within the academic community -- marketing as snake oil sales. And hey, there are plenty of marketers out here lacking integrity in their approach, so, we understand the disdain for the marketing field.

To be clear, effective marketing is communication with integrity. Effective marketing helps consumers make wise decisions. Full stop.

Read on to explore the use of motivational language, colorful metaphors, and local language to create marketing campaigns that will attract attention, resonate, inform, and recruit. 

Tianyu Shen is a business analyst from China. Isabel Aucca is a digital campaign manager from Peru. These two members of the Intead team, both on STEM OPT programs through Northeastern University and Hult International Business School respectively, have amazing stories as international students, travelers, explorers, and knowledge workers here in the US.

Many of you already know Tianyu and Isabel through the conferences they attend for Intead and the work they do with our network. If you haven’t had that pleasure, be sure to introduce yourself to them at an upcoming industry conference (AIEA, NAFSA, AIRC, ICEF, etc.) These two super talents bring their skills to our work in their respective fields (market research, business and data analytics, digital campaigns development and optimization, and competitor analyses) along with incredibly valuable international perspectives.

Their comments below will quickly give you a sense of what it is like to be in their shoes and understand a bit more about what drives them. And since so many of you work to create fulfilling experiences for international students, we thought we’d use this platform to share words that will surely resonate with you and your team.

Opportunities to Meet In Person 

The Intead team is gearing up for some amazing presentations and we hope you can join us. 

• AIRC Spring Symposium in Niagara, Canada, April 30, 2024
• ICEF North America in Niagara, Canada, May 1-3, 202
• NAFSA 2024 Annual Conference and Expo in New Orleans, May 28-31, 2024
  

Let us know if you’ll share a cup of coffee and a conversation about all things global and digital (info@intead.com) 

As you read the perspective below, consider what it is that drove their decisions to study and work outside of their home countries. Note the courageous decisions they made and the personality traits that are likely common to many of the international students you are seeking. It is these kinds of personal reflections that inform larger marketing strategies and help us create truly engaging content to attract future international students to our institutions.

Tianyu, who grew up in China, attended an English language institute in Boston before earning his undergrad degree from the University of Nebraska-Lincoln and then his master’s at Northeastern University. As excellent as this background is, it does not provide andy indication of the genuinely joyful, energetic, and thoughtful person he is.

What he has to say about where he is now: “It’s human nature. When you receive something and people support you, you want to give back. For me, I feel so grateful for all of the education I received. It’s life-changing. And I’m grateful for all the people who helped me out along the way. Now, working at Intead I can help others who are standing where I once stood. I’m so thankful.”

The feeling is absolutely mutual.

Isabel, an undeniable dynamo from Peru who speaks three languages (Spanish, Portuguese, and English), earned her undergrad from the Universidad del Pacifico in Lima and her master’s from Hult International Business School in Massachusetts.

“Arriving at a place like Intead, it’s the purpose they have, it’s the type of company where you can be hands-on in every project – all of varying client scopes – and so many different ways to engage with the work. On one project I wear a digital hat, another I’m focused on research, and on others I get to be really creative about the overall marketing plan. That sets personalities like me up for success."

Isabel absolutely does her part to set us (and that means you) up for success, as well.

Following our recent #AIRC2023 full-day digital marketing workshop in December, both Isabel and Tianyu independently posted to LinkedIn about their experience helping others learn their craft during the workshop. This post brings their reflections to you.

Read on…

Are you in a position to approve funding requests from others? Or are you the one asking for funds? We have some perspective that can help you either way.

Today, we are offering up a framework for evaluating budget requests based on your ability to achieve defined goals. Just in time for budget season. It's a quick one-pager.

Here's the thing: your budget is more than the sum of its line items - an idea that’s not lost on you. After all, numbers tell stories. Like the dollars that allowed your team to meet international students at the airport. Or, ensured your first-years first connected at your well-planned international student orientation. Or, that scholarship fund that changed yield results. Real stories. Important stories. Made possible, in part, by funds allocated through strategic planning with scarce financial resources. 

Because, where you allocate funds represents what you find most important. In other words: your budget is an expression of your values.

The budgeting framework we offer up today is there to help you conceptualize your budget requests with your goals clearly in mind. Your student-first goals.

Ensuring your budget holds space for these stories, these values, is so important. Because everything from your institution’s mission down to the smallest line item on your Excel spreadsheet should come back to supporting students. All this assumes you have the data that backs up those stories. We are not talking about one-offs and lovely but lonely anecdotes. 

Recently we caught up with our good friend and colleague Dr. Jill Blondin, Associate Vice Provost for Global Initiatives at Virginia Commonwealth University, who by the way was recently named SIO of the Year by IIE (Go Jill!). You may know Jill through the strategic budgeting workshop she runs along with Western Michigan University’s Dr. Paulo Zagalo-Melo, Associate Provost, and Annette Cummins, Assistant Director Global Education and Business Manager. Good news there: Jill and Paulo will be hosting a 2.0 version of their budgeting workshop all about revenue-generating strategies later this year. Watch for updates!  

The perspective Jill offered makes so much sense: “Align your budget with your strategy. Not the other way around.”  

Sage advice because as we all know too well, losing sight of our real goals is all too easy once we get deep into the budgeting weeds. We see numbers and things get tactical fast.  

This is especially true when the dollars we get aren’t the dollars we need. Or think we need. The truth is by keeping our eyes trained on creating a truly student-first experience, international recruitment and student services teams can often accomplish way more than we may at first realize when budget numbers fall flat.  

As Jill said to us, “The international office should not be the alpha and the omega of an international student’s experience.” Indeed, an international office cannot be everything to everyone. Middle ground collaboration is essential. Integrating international students into the full campus experience is the point anyway and your budget should reflect this. More on cross-campus collaboration in another post.  

For today, we offer a quick reboot of our popular “3 Essential Budget Questions: A Framework for Planning.” Use this as a guide to focus and prioritize your annual budget discussions this year.  

Our budget framework asks you to take a step back and reflect on whether your actual results are feeding your goals. This worksheet guidance is yours free for download. As you think through your budget needs and priority projects, keep in mind that you want your budget strategy to reflect your student-first approach.  

Read on to access this useful budgeting tool… 

A key driver for international students: the ability to gain hands-on work experience in their fields of study.   

If you’re paying attention to SEVIS stats, then you already know the demand for Optional Practical Training (OPT) has been steady for years now. Its numbers show that in 2022, the US pushed through 117,301 new OPT authorizations and 64,844 new STEM OPT authorizations for F-1 students. That’s up 87% and 307% respectively in one decade.  

The significant jump in the latter stat reflects improved opportunities for international STEM students. The STEM fields of study list keeps expanding and the length of stay upped in 2016 from 17-months to 24-months beyond the first year. All really good news for international students. Even better news for institutions like yours that recruit and support the students as well as employers like us who get to tap into their skills and drive. (Coming soon: A post about the journey of two of Intead’s very own and ambitious STEM OPT team members. Stay tuned!)  

The STEM OPT and how it plays out for international student recruitment and retention will be a big part of what we will be addressing head on next week at the AIEA conference in Washington, D.C.  

AIEA Is On! So many opportunities for idea exchange and learning. 

If you’ll be there (and we know many of you will be), sit in on our session, The View as a Data Analyst: International Enrollment Realities, on Feb. 19 at 10 a.m. featuring:  

• Dr. Michael Wilhelm, Associate Provost for Global Partnerships and International Education at University of North Carolina Wilmington 
• Dr. Khald Aboalayon, Academic Program Director, MS Data Analytics, SPS at Clark University 
• Iliana Joaquin, Intead’s Senior Digital Marketing Manager 

Other sessions with Ben and Iliana will cover a range of important topics including global digital marketing, international alumni engagement, AI and enrollment management, and a fave: being an entrepreneur in a bureaucratic environment.  

While tapping into the STEM OPT student audience is not without its downstream hurdles (the not-so-small undertaking of building appropriate programs, training faculty, and developing employer connections come to mind), doing so feels like a no-brainer.  

We know your prospective students are eager to earn a quality degree and build a career. So, if your academics align with their goals, then you’ve already got their interest. Studies also show international students vying for STEM OPT are more likely to complete their degrees – fabulous on many levels. We’ll be diving much deeper into this topic later in the year. We’ll keep you posted. But you get the idea. 

The question now: how do you get them to your campus? Read on for the actionable insights…