Best Practices for Managing Agents - AIRC @ NAFSA13
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Best Practices for Managing Agents - AIRC @ NAFSA13



Best Practices for Managing Agents - AIRC presentation at NAFSA13

Best Practices for Managing Agents - AIRC presentation at NAFSA13



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  • QUICK BIT ABOUT EDUCATION NZCrown Agency since Sept 2011 (essentially we do not report to a government ministry) … Government’s objective, plainly stated, is to double the economic value of international education to NZ$5b by 2025. Functions include:broad promotional activities of the sector overseas (incl. NZ education and training services overseas - not so relevant in highly developed market like US)manage overseas representationresearch overseas marketsprovide information to international students about NZWork with other parties to ensure international students are adequately supported whilein NZFirst year dominated by helping with the recovery of international education providers in Chchfollowing the earthquakes … Chch has important gateway role for international arrivalsSpecialist Agent program review has been another key task… now completed… will come to that.And we have recently gotten underway with building a NZ alumni network.NZ IncBesides education sector, in keeping with way we do things in NZ we are very much part of an all-of-government approach to NZ’s economic development – what we call NZ Inc.MFAT, NZTE, MoE, NZQA, Immigration NZ, Tourism New Zealand - one goal.Inter-agency working groups approach to quality assurance. Partnering with the commercial sector – egAirNZ.
  • WILL NOW GIVE YOU A BIT ABOUT ROLE OF AGENTS IN NZ AND WHERE ENZ FITS INEstimated that between 30 and 50 percent of foreign students come to us through agents – so a very important relationshipOur involvement with agents revolves around the NZSA program.Program commenced in April 2008 … to end of 2012, some 290 agencies and 558 agents/counselors worldwidehad been through the accreditation processGenesis of the code (and indeed the Specialist Agent Program) … arose out of the influx of Chinese students in the mid-2000s, when we simply didn’t have the infrastructure and practices in place to deal with numbers arriving … some less-than-perfect practices saw NZ’s reputation dented in China … to a fair extent NZ’s response put us out ahead of the London Statement. The NZSA training processdesigned to provide credible demonstration of agents’ knowledge of our education system and test their commitment to NZSA code of conduct.Specialist agents sign an agreement binding them to terms/conditions of the code … Code of conduct outlines that agents must, for example, conduct themselves with integrity, maintain high professional standards, and provide only accurate information to students.Specialist Agent recognized as such by ENZ, other government agencies, and education institutions … does not mean that institutions will use those agents – they often have established agent relationships.With formation of the new organisation, ENZ, a review was timely. One objective guiding the review was establishing how we can better support high performing agents with a demonstrated commitment to the NZ market. 
  • SO TO THE NEW MODELOur slogan: quality agents working with quality institutes for quality outcomes for quality students ENZ has made its focus arming agents with information they need - Simplified standards and improvements designed with agents requirements in mind and to stamp out as best we can the sort of mis-information we all hear aboutSeeking to provide better support to agents and reinforce expectations:London Statement has been firmly incorporated in the Code of Conduct.Improved marketing across all mediumsNew features:Online and freeNo exam but a series of modules where a student needs to pass before progressing to next module.  Also 4 or 5 case studies based on real life student scenarios, which agent must get correct to passOpen to all – prerequisite is gone; aimed at capturing agents new to the NZ market 
  • SO THE REVIEW IS COMPLETE AND IMPLEMENTATION IS GETTING UNDERWAYOnce e-learning aspects of the review are up and running, we will focus on how best to incentivise and reward high performing agents- We are closelyengaged with INZ in its work taking many aspects of the visa process online (due for introduction in 2014). Aim is this will ease life for everyone concernedElite NZSA Group being considered(also slated for introduction in 2014.)WILL LEAVE IT THERE!

Best Practices for Managing Agents - AIRC @ NAFSA13 Best Practices for Managing Agents - AIRC @ NAFSA13 Presentation Transcript

  • A formula forsuccessThe British Council‟swork with agents
  • UK universities use of agents• British Council research found that 40% of prospective studentsconsidering studying in the UK have used or planned to use theservices of an education agent• the vast majority of UK universities use education recruitmentagents, paying them on a commission basis per student.• A Times Higher investigation found that UK universities recruitedmore than 50,000 international students through commissionpayments to overseas agents in 2010-11, spending close to £60million.• This represents thirty percent of all international non-EU studentsenrolled on UK higher education courses.• For most universities this is the most cost effective way ofrecruiting
  • We value the work agents do to promote UK education• This is why we work to share our expertise in education counselling andinformation provision to ensure a high quality service is delivered .• Agent training is designed for education advisors by the British Council, toincrease their capacity to promote UK education• It is also designed to promote and reward ethical and professional behaviourand to improve the quality of agents, by providing a British Councilprofessional development routeValuing the work of agents
  • Benefits to agents in joining the Professional Development routeAim of Certification and BenefitsCertification aims to confer on suitably trained and experienced educationagents/advisors „British Council trained agent status‟.The benefits to education advisors are:• International recognition as having achieved a high standard of excellence.• Listing of details on a publicly available BC Trained Agent List• The Certificate to display• We are investigating the use of a logo/badge which can be used onpublicity materials
  • The Continuous Professional Development RouteYear 1 foundation -Supported on-line learningFormal examYear 2 - 3Agent practitioner ledEvidence of CPD activityCredentialsBC facilitated and guidedEvery 2 years thereafterAgents evidence CPDGaining and maintaining BC trained agent status
  • The Education UK Certificate for agents continues• Foundation training for education agents, counsellors, advisors, consultants• A certificated course, delivered in-country, across the regions, managed,moderated and quality assured in the UK• Passing this, together with 2 years‟ practitioner experience, is a prerequisite forapplying for the BCAACFoundation training
  • BC Advanced Agent CertificateAgents need to complete 35 hours of CPD activity to complete the BCAAC.“this can include courses, seminars or other activities, run by the BritishCouncil, or by sector partners, or institutionsThis gives us the opportunities to:• Formalise and add value for agents in training and service offers from local BCoffices in regions and countries• Market UK centralised global training offers, such as webinars• Work with sector partners, such as UKBA, UCAS‟ international advisor training• Work with institutions providing training• ……………..Acknowledging and rewarding continuous professional development
  • Best Practices ForManaging Agency BasedRecruitment in the U.S.John DeupreeExecutive Director, AIRCNAFSA 2013 – St. LouisAmerican International Recruitment Council (AIRC)4710 Rosedale Avenue | Bethesda, Maryland 20814 | Tel. +1 240 547 6400 |
  • US National Framework for AgencyManagement• No National Consensus-Federal Agencies Differon Agency Use• No Federal Legislation Governing Agency UseInternationally• Federal Legislation is Domestic Focused andBased on Payment Methodologies, Not Agencyuse “per se”American International Recruitment Council (AIRC)4710 Rosedale Avenue | Bethesda, Maryland 20814 | Tel. +1 240 547 6400 |
  • • NAFSA etc.• NACAC Commission• AIRCAmerican International Recruitment Council (AIRC)4710 Rosedale Avenue | Bethesda, Maryland 20814 | Tel. +1 240 547 6400 | info@airc-education.orgPrimary Agency Management Discussionat the Association Level in U.S.
  • AIRC Created as Grass Roots Effort toSafeguard Student and Institutional Interestsin Recruitment Process• Membership Association Created and Controlledby U.S. Institutions• Non Profit 501(c)(3)• Registered Standards BodyAmerican International Recruitment Council (AIRC)4710 Rosedale Avenue | Bethesda, Maryland 20814 | Tel. +1 240 547 6400 |
  • AIRC Agency Certification• Based on Regional Accreditation Model andGlobal StandardsFor Agencies not AgentsBackground CheckSelf StudyPeer ReviewedValidated by Independent BoardFive Year Renewal With Annual ReportsMay be Rescinded Based on Documented ViolationsAmerican International Recruitment Council (AIRC)4710 Rosedale Avenue | Bethesda, Maryland 20814 | Tel. +1 240 547 6400 |
  • Certification Standard Areas• Organizational Effectiveness• Integrity of the Recruitment Process• Student and Family Engagement• Institutional Engagement• Complaints processAmerican International Recruitment Council (AIRC)4710 Rosedale Avenue | Bethesda, Maryland 20814 | Tel. +1 240 547 6400 |
  • Who Grants Authority?• Agencies Undertake AIRC CertificationVoluntarily• Stems from Integrity of the ProcessAnd “Buy in” of Institutions and AgenciesAmerican International Recruitment Council (AIRC)4710 Rosedale Avenue | Bethesda, Maryland 20814 | Tel. +1 240 547 6400 |
  • Agents - The way forwardSam Hoben – Market Development Manager
  • Education New Zealand» Stand alone agency since Sept 2011» Functions include:o Promote destination NZo Promote NZ education products and servicesabroado Research, strategies, marketing» Christchurch recovery; agent review; alumni
  • NZ Specialist Agents» Commenced April 2008» 290 agencies, 558 agents (Dec 2012)» Includes training; code of conduct» Review complete; in early implementationphase
  • Revamped programOur focus: quality» revised Code of Conduct based on London Statement» Free online training available from July 2013» Modularised, designed to train not test» Agents to receive personalised certificates upon completion» Access to online toolkit incl. selling guides, marketing material,digital applications
  • Next steps» Agents role in online immigration system beingworked through» ‘Elite’ NZSA group under consideration
  • Any questions?» For further information, any time:›› Mobile: 202-390-6198›
  • Best Practice in Managing Agents2013 NAFSA ConferenceMark Darby / Australian Education InternationalMay 2013
  •  ESOS Act - Regulations ESOS Charges Act National CodeEducation Services for Overseas Students (ESOS) Framework
  •  Rules and regulations for registration Obligations of registered providers Operation of the ESOS Assurance Fund Enforcement of ESOS framework Establishment of the National CodeESOS Act and the ESOS Regulations
  •  Written agreements, comply with National Code,process for monitoring and termination conditions Up-to-date and accurate marketing information Not accept students from questionable agents Terminate agreement for questionable actions Taking immediate corrective and preventative actionNational Code & Providers responsibilities re Agents
  •  Practice responsible business ethics Provide current, accurate and honest information Transparent business relationships - agreements Protect the interests of minors Information to enable informed decisions Act professionally Raise ethical standards and best practiceLondon Statement