International Recruitment Tools & Techniques: One Size Doesnt Fit - - PowerPoint PPT Presentation

▶
international recruitment tools techniques one size doesn
SMART_READER_LITE
LIVE PREVIEW

International Recruitment Tools & Techniques: One Size Doesnt Fit - - PowerPoint PPT Presentation

Oct 12, 2023 48 likes •542 views

International Recruitment Tools & Techniques: One Size Doesnt Fit All MAY 29, 2015 11 A.M.-12:15 P.M 1 Session Introduction With the demographic downturn in the United States and increased competition for international students, growing

slide-1
SLIDE 1

1

International Recruitment Tools & Techniques: One Size Doesn’t Fit All

MAY 29, 2015 11 A.M.-12:15 P.M

slide-2
SLIDE 2

2

With the demographic downturn in the United States and increased competition for international students, growing numbers of institutions are recruiting internationally. This session, rooted in the realization that each school is different in terms of staffing and budget, provides an

  • verview of best practices related to international

recruitment.

Session Introduction

slide-3
SLIDE 3

3

Judy T. Irwin, Chair, Connect Globally Mark A. Ashwill, Capstone Vietnam Mark Hallett, Colorado State University Jennifer Falzerano, Lane Community College

Introduction of Panelists

slide-4
SLIDE 4

4

Multifaceted Strategies/Approaches

The Basics On- and Off-line Promotional Tools/Outreach Choosing Markets Retention Processes Using Outside Resources

slide-5
SLIDE 5

5

Three Perspectives Related to International Student Recruitment

Recent Trends Best Practices Proven Tools and Techniques

slide-6
SLIDE 6

6

The Basics

Different tools & techniques for different institutions & markets (online, offline) The Three P's – Patience, Persistence, Perseverance Printed & digital promotional materials in the local language Online Is Where It’s At! Strategy

slide-7
SLIDE 7

7

slide-8
SLIDE 8

8

Current Overseas Study Trends

1) United States (25,982) 2) Australia (17,993) 3) China (14,000) 4) Japan (13,000) 5) Singapore (10,000)

slide-9
SLIDE 9

9

Vietnamese Students in the US (2/15)

slide-10
SLIDE 10

10

Vietnam in 2015: Young & Connected

slide-11
SLIDE 11

11

Vietnam Ranks 4th

slide-12
SLIDE 12

12

slide-13
SLIDE 13

13

Facebook YouTube Zing.vn Mp3.zing.vn Somo.vn

slide-14
SLIDE 14

14

Facebook - 13-25: 21 million

slide-15
SLIDE 15

15

slide-16
SLIDE 16

16

Facebook Ads & Google AdWords

slide-17
SLIDE 17

17

Geo-Targeted Advertising

slide-18
SLIDE 18

18

Online Articles

slide-19
SLIDE 19

19

Banner Ads, Text Messages & Email Blasts

slide-20
SLIDE 20

20

Institutional App App

slide-21
SLIDE 21

21

Translation, Printing & Distribution

slide-22
SLIDE 22

22

Print Media – Still Relevant

slide-23
SLIDE 23

23

High School Mini-Fairs

slide-24
SLIDE 24

24

Public Fairs

slide-25
SLIDE 25

25

What is most likely to be effective for YOUR institution? 2-3 Year Commitment Find out what works and what doesn’t Make mid-course corrections, if necessary

slide-26
SLIDE 26

26

¡

Posts, Links, Web-Based Resources, Survey Results, Your Two Cents (?) http://tinyurl.com/mp5t6nx

Session Blog

slide-27
SLIDE 27

27

International Recruitment

Tools & Techniques: One Size Does Not Fit All

Jennifer Falzerano, Director of International Programs Lane Community College

slide-28
SLIDE 28

28

Lane Community College

  • Comprehensive Public Community

College located in Eugene, Oregon.

  • Average enrollment of about

10,000 American students each year and 400 international students from 40 countries.

  • Offering ESL, 2+2 programs, and

Career and Professional programs in Aviation, Culinary Arts, Tourism, and range of business and computer science courses.

¡ ¡ ¡ ¡ ¡

slide-29
SLIDE 29

29

Strategic intent to expand International Enrollment at Lane

  • 2009-2010 Academic Year - Lane Executive team and board decide to make

international student growth a priority. The 2020 enrollment goal is 1,000.

  • Prior to 2009, International Programs functions

were spilt into several departments and the general view was that if students came that was great but there was no plan to grow or budget.

  • From late 1999-2009 there was a

steady enrollment decline of international students. ¡ ¡

slide-30
SLIDE 30

30

Development from 2010-2015

  • Hired Director, administrative, retention, and

recruitment staff

  • We went from 2 full time and 1 part time staff to

9 full time and 6 part time staff plus a contracted

  • ffice in Vietnam through Capstone Vietnam.
  • We instituted an agency partner-based

recruitment strategy with a focus on building relationships and high quality service to students and agents in a broad range of markets. ¡ ¡ ¡ ¡ ¡

slide-31
SLIDE 31

31

International Enrollment Growth

FT ¡Credit ¡ FT ¡IESL ¡ Total ¡Full-­‑3me ¡ % ¡Increase ¡Fall ¡to ¡ Fall ¡ % ¡Increase ¡Since ¡Fall ¡ 2010 ¡ FT ¡# ¡Countries ¡ Fall ¡2014* ¡ 168 ¡ 153 ¡ 321 ¡ 12.6% ¡ 121% ¡ ¡ 43 ¡ Fall ¡2013 ¡ 139 ¡ 141 ¡ 280 ¡ 52% ¡ 93% ¡ 35 ¡ ¡ Fall ¡2012 ¡ 113 ¡ 71 ¡ 184 ¡ 15% ¡ 27% ¡ 31 ¡ Fall ¡2011 ¡ 125 ¡ 34 ¡ 159 ¡ 9.6% ¡ 9.6% ¡ 25 ¡ Fall ¡2010 ¡ 105 ¡ 40 ¡ 145 ¡ ¡ ¡ N/A ¡ 33 ¡

In addition to full time international students Lane serves an average of 100 part time students whose I-20 is at UO but they take classes on both campuses. *Saudi Arabian Cultural Mission Closes Oregon to new ESL enrollments without warning.

slide-32
SLIDE 32

32

Recruitment Strategy

  • There is no recruitment more important than retention.
  • We work in a broad range of markets and try to avoid
  • ver emphasizing one market.
  • Consistent follow up and evaluating opportunities and

markets only when we can support them adequately.

  • Lane works closely with agents and is able to pay
  • commissions. We also do cobranded marketing and

events with agency partners and FAM trips

  • International Programs is a long-term investment for

Lane. ¡ ¡ ¡ ¡ ¡

slide-33
SLIDE 33

33

Retention is the Best Recruitment

  • Word of mouth is the most important recruitment tool.
  • Lane invested in academic and retention advisors for

international students before dedicated recruitment staff and focuses on the systems infrastructure to better support international and nonnative speakers.

  • Participating in the ISB survey to gather more feedback and

benchmarks.

  • Next steps are to begin parent orientations.
  • On a practical level, the first term is the most expensive with a
  • student. The longer they stay the more the recruitment

investment pays off. ¡ ¡ ¡ ¡ ¡

slide-34
SLIDE 34

34

Choosing Markets

  • Intentionally trying to avoid more than 20% of

students coming from one market.

  • Looking at markets and partners with interest in

Community Colleges. Partner with US Commercial Service for market advice and Gold Key.

  • Ensuring that we can follow up on initiatives we

start.

  • Fairs and advertising are important, but follow up

is more important. ¡ ¡ ¡ ¡ ¡

slide-35
SLIDE 35

35

Examples of Agency Support

  • Luncheon with Lane President at HCMC and Hanoi

after Vietabroader.

  • Cobranded online advertising campaigns with

Facebook, and local sites like Naver in Korea, VN express in Vietnam.

  • Cobranded view books on display in selected high

schools.

  • Events in agency offices and high schools.
  • Office in Vietnam dedicated to supporting agencies

and attending fairs.

Agency Familiarization Tour

  • Best Bang for the Buck so far
  • Hosted tours in 2012 and 2015, plans for

2016.

  • 63 students have been sent by the 9

agencies who attended in 2012. ¡ ¡ ¡

slide-36
SLIDE 36

36

International Outreach Center in Vietnam

  • In November 2012, Lane partnered with Capstone

Vietnam to host an International Outreach Center in Ho Chi Minh City staffed by a Capstone Regional Outreach Coordinator.

  • Outreach coordinator attends fairs, does high school

visits, meets with parents and students, follows up with prospects, and supports Lane staff when they are doing events in Vietnam.

  • Outreach Coordinator visits every agency office,

helps support agents and helps with quality control. ¡ ¡ ¡ ¡ ¡

slide-37
SLIDE 37

37

Next Steps to Continue Growing

  • Just added recruitment specific staff, rather than

having director do most of the recruitment.

  • Opening Kazakhstan, and the Latin American

market.

  • Build website for agents to better access Lane

materials and improving our student testimonial content.

  • Improving our agency evaluation process

¡ ¡ ¡ ¡ ¡

slide-38
SLIDE 38

38

Thank you!

slide-39
SLIDE 39

39

Mark Hallett

Senior Director, International Student & Scholar Services Colorado State University

slide-40
SLIDE 40

40

INTERNATIONAL recruitment budget

slide-41
SLIDE 41

41

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

INTO ¡Language ¡ Center ¡ Office ¡of ¡ Interna3onal ¡ Programs ¡ Interna3onal ¡ Admissions ¡ Faculty ¡ Collabora3ons ¡

¡ ¡ ¡ ¡

Vice ¡Provost ¡for ¡ Interna?onal ¡Affairs ¡

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

OIP ¡Opera?ons ¡ Educa?on ¡ Abroad ¡ Interna?onal ¡ Student ¡and ¡ Scholar ¡Services ¡ Interna?onal ¡ Ini?a?ves ¡ China ¡Programs ¡

¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

Marke?ng, ¡ Communica?ons, ¡ Branding ¡ Agents, ¡Educa?on ¡ Fairs, ¡Brochures, ¡ Reten?on, ¡ Programming ¡ Partnerships ¡ Confucius ¡Ins?tute, ¡ Shanghai ¡Office ¡

Recruitment Strategies: Organizational Chart

slide-42
SLIDE 42

42

23% last year (1,226-1,506 students) 23% this year (1,506-1,859 students) 663 new international students in 2 years 111% growth since 2008

International student increase

slide-43
SLIDE 43

43

2008 2010 2012 2014 2015 2018 2020 2022 2024 Other International Students 779 868 886 973 1188 1394 1426 Total INTO 90 180 800 1000 Total Chinese (w/o INTO) 103 172 340 443 491 670 800 500 1000 1500 2000 2500 3000 3500

Number of Students

882 ¡

¡

1040 ¡ 1226 ¡ 2864 ¡ 3226 ¡ 1506 ¡ 1859 ¡

INTERNATIONAL STUDENT GROWTH

slide-44
SLIDE 44

44

Sponsor ¡ 12% ¡ Partner ¡ 21% ¡ OIP ¡Agent ¡ 5% ¡ VIP ¡ 16% ¡ PW ¡to ¡CSU ¡ 8% ¡ Other ¡ 38% ¡

Sources of new international students

FALL 2014

slide-45
SLIDE 45

45

Sponsor ¡ 21% ¡ Partner ¡ 15% ¡ ¡OIP ¡Agent ¡ 3% ¡ ¡ VIP ¡ 5% ¡ ¡PW ¡to ¡ CSU ¡ 4% ¡

Other ¡ 52% ¡

Sources of ALL international students

FALL 2014

slide-46
SLIDE 46

46

42 countries visited in 2014/15


  • Collaboration between INTO, OIP and Admissions

INTO Pathway programs Educational fairs Agent visits and seminars High school visits

Active recruitment strategies at csu

slide-47
SLIDE 47

47

Sponsors


  • 44 unique sponsors representing 42 countries

Agents


  • 21 unique agents representing 11 countries

Institutional Website and Brochure Social Media Scholarships Purchased Leads Virtual Fairs Education USA StudyCO

Armchair recruitment strategies

slide-48
SLIDE 48

48

Social/Cultural Integration


  • Weekend in the Mountains, Cultural Mentor Program, Friday Afternoon

Club, Football 101, World Unity Fair, International Women’s Club


  • Fort Collins International Center


~ International Friends, Homestay Program, Global Ambassadors Academics


  • Academic Integrity Week

Language


  • INTO pathway programs and Academic English, conversation partners

Future Success


  • International Student Career Success Series

RETENTION: ESTABLISHED INITIATIVES

#1 in U.S. for international student satisfaction for academics and student support in the “International Student Barometer Survey” for 2013

slide-49
SLIDE 49

49

Proactive Advising


  • Identification and meetings with students with mid-semester early warnings

  • Progression advising for integration of INTO Pathway students

Fall Survey on International Student Satisfaction


  • Identify students with low satisfaction

  • Follow up with focus groups/one-on-one meetings

  • Use to inform programming

International Student Leadership Reception


  • 1st Annual in Spring 2016 to recognize outstanding international leaders

#InternationalRams Profiles


  • Recruitment: Prospective students can “get to know” current students

  • Retention: Highlights/recognizes international


students’ accomplishments

Retention: new Initiatives