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Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
Armchair Recruitment in the Digital Age
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Armchair Recruitment in the Digital Age

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In these day of reduced budgets and tighter belts, it’s increasingly important to connect with students both in ways beyond traditional recruitment travel and through avenues students prefer. Join us …

In these day of reduced budgets and tighter belts, it’s increasingly important to connect with students both in ways beyond traditional recruitment travel and through avenues students prefer. Join us as we discuss and demonstrate options to consider for your armchair recruiting efforts in the digital age.

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  • 1. ARMCHAIR RECRUITING IN THE DIGITAL AGE CIS Forum, Monaco November, 17, 2010 Marty Bennett, EducationUSA Marketing Coordinator, IIE Wesley Roy, Associate Director of International Admissions, Roger Williams University
  • 2. SOCIAL MEDIA REVOLUTION <ul><li>A fundamental shift in the way we communicate </li></ul> source: http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
  • 3. IF THE BRITISH MONARCHY CAN DO IT…
  • 4. PROBLEM IS… <ul><li>Recent surveys conducted by Hobson’s of students show that they aren’t using social media heavily in the early stages of admissions? Why? </li></ul><ul><li>How many in the room have a clearly defined social media presence/strategy for international admissions? </li></ul><ul><li>Noel Levitz survey of students: </li></ul><ul><ul><li>80% of students expect institutions to have social media presence as part of admissions outreach </li></ul></ul><ul><ul><li><30% of institutions do </li></ul></ul>
  • 5. ROGER WILLIAMS UNIVERSITY <ul><li>Why Social Media? </li></ul><ul><ul><ul><li>Connect with students in ways they communicate </li></ul></ul></ul><ul><ul><ul><li>Provide exciting news about RWU </li></ul></ul></ul><ul><ul><ul><li>Fast </li></ul></ul></ul><ul><ul><ul><li>Effective </li></ul></ul></ul><ul><ul><ul><li>Organic </li></ul></ul></ul><ul><ul><ul><li>Targeted </li></ul></ul></ul><ul><ul><ul><li>Cost </li></ul></ul></ul><ul><li>How does this fit in? </li></ul>
  • 6. PLANNING/IMPLEMENTATION <ul><ul><ul><li>2008 </li></ul></ul></ul><ul><ul><ul><ul><li>Beginning of Social Media for RWU </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Research and Design </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Admissions/Communications/University effort </li></ul></ul></ul></ul><ul><ul><ul><li>2009 </li></ul></ul></ul><ul><ul><ul><ul><li>Tools </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Training/Scheduling </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Implementation </li></ul></ul></ul></ul><ul><ul><ul><li>2010 </li></ul></ul></ul><ul><ul><ul><ul><li>Evaluation/what worked? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Generation 2 </li></ul></ul></ul></ul>
  • 7. FACEBOOK- <ul><li>Purpose? </li></ul><ul><li>Admissions Page </li></ul><ul><li>International Admissions Page </li></ul><ul><li>Class Pages </li></ul><ul><li>Athletics Pages </li></ul><ul><li>Club Pages </li></ul><ul><li>Quick responses! </li></ul><ul><li>The “Real RWU” </li></ul><ul><li>New content! </li></ul><ul><li>Old news is bad news! </li></ul><ul><li>Cross pollination… </li></ul>EducationUSA.state.gov
  • 8. FACEBOOK- <ul><li>Specific international information </li></ul><ul><ul><li>Admissions </li></ul></ul><ul><ul><li>Scholarships </li></ul></ul><ul><ul><li>Life at RWU </li></ul></ul><ul><li>Travel/Interviews </li></ul><ul><li>Deadlines/Decisions </li></ul><ul><li>Specific advertisement in country </li></ul><ul><li>Why FB? </li></ul><ul><li>When to FB? </li></ul><ul><li>Who FB’s? </li></ul><ul><li>What to FB? </li></ul>EducationUSA.state.gov
  • 9. TWITTER- <ul><li>Fun! </li></ul><ul><li>Day to day content </li></ul><ul><li>Consistent interactions all the time </li></ul><ul><li>Part of daily job responsibilities </li></ul><ul><li>Interviews/quick info/school and alumni shout outs! </li></ul>
  • 10. TWITTER- <ul><li>Rolling </li></ul><ul><li>Linked to Admissions Page </li></ul><ul><li>When to TWEET? </li></ul><ul><li>Who </li></ul><ul><li>TWEETS? </li></ul><ul><li>What to TWEET? </li></ul><ul><li>Why TWEET? </li></ul>EducationUSA.state.gov
  • 11. YOUTUBE- <ul><li>See RWU! </li></ul><ul><li>The FEED-University news channel </li></ul><ul><li>The Media Room </li></ul><ul><li>International Video Welcomes </li></ul><ul><ul><ul><li>Different Languages </li></ul></ul></ul><ul><ul><ul><li>Different Countries </li></ul></ul></ul><ul><ul><ul><li>Male/Female </li></ul></ul></ul><ul><ul><ul><li>Organic vs. Scripted? </li></ul></ul></ul><ul><ul><ul><li>Generation 1 & 2 </li></ul></ul></ul><ul><li>RWU Welcome Video </li></ul><ul><li>Faculty/Staff/Students </li></ul>EducationUSA.state.gov
  • 12. FLICKR- <ul><li>Images of RWU </li></ul><ul><li>Substantial amount of data </li></ul><ul><li>Organic </li></ul><ul><li>Open to entire University </li></ul>EducationUSA.state.gov
  • 13. BLOGS- <ul><li>WordPress </li></ul><ul><li>Admissions </li></ul><ul><li>Students </li></ul><ul><li>Faculty </li></ul><ul><li>Staff </li></ul><ul><li>Departments </li></ul><ul><li>When? </li></ul><ul><ul><ul><li>Travel </li></ul></ul></ul><ul><ul><ul><li>Decisions </li></ul></ul></ul><ul><ul><ul><li>Yield </li></ul></ul></ul><ul><ul><ul><li>Life at RWU </li></ul></ul></ul>EducationUSA.state.gov
  • 14. THEDOCK- <ul><li>Organization </li></ul><ul><li>Interactive Admissions Page </li></ul><ul><li>Home of all the “Social Media” </li></ul><ul><li>for the University </li></ul><ul><li>Meet your Counselor </li></ul><ul><li>RWU on the Road </li></ul>
  • 15. TOOLS <ul><li>iphones- </li></ul><ul><ul><ul><li>Fast responses/Multiple platforms </li></ul></ul></ul><ul><ul><ul><li>Real/Organic communication </li></ul></ul></ul><ul><li>Laptops and Digital Video Cameras </li></ul><ul><ul><ul><li>Higher level communication </li></ul></ul></ul><ul><li>Frequency/Scheduling </li></ul><ul><ul><ul><li>As often as possible </li></ul></ul></ul><ul><ul><ul><li>All the time? </li></ul></ul></ul><ul><li>Staffing </li></ul><ul><ul><ul><li>Daily tasks </li></ul></ul></ul><ul><ul><ul><li>Admissions staff </li></ul></ul></ul><ul><ul><ul><li>Marketing staff </li></ul></ul></ul><ul><ul><ul><li>Student staff </li></ul></ul></ul><ul><ul><ul><li>Faculty/Staff </li></ul></ul></ul><ul><ul><ul><li>Automated options </li></ul></ul></ul><ul><li>Branding-ALL Publications/ Signatures/ Business Cards/Website </li></ul>
  • 16. OTHER DEVICES <ul><li>Parachat </li></ul><ul><li>SKYPE-interviews/information sessions </li></ul><ul><li>Digital Video Conferences </li></ul><ul><li>Virtual Open Houses </li></ul><ul><li>College Week Live </li></ul><ul><li>Instant Messaging </li></ul>
  • 17. EVALUATION <ul><li>What's working? </li></ul><ul><ul><li>Social media statistics </li></ul></ul><ul><ul><li>Matriculated student surveys </li></ul></ul><ul><li>What's not? </li></ul><ul><ul><li>Non-matriculated student surveys </li></ul></ul><ul><ul><li>Staffing/ Scheduling/ Cost </li></ul></ul><ul><li>Generation 1 & 2 </li></ul><ul><ul><li>Technology/ Messaging/ Staffing </li></ul></ul><ul><li>What it’s worth? </li></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Messaging </li></ul></ul>
  • 18. WHERE TO START? <ul><ul><li>Survey campus </li></ul></ul><ul><ul><li>Culture of Social Media? </li></ul></ul><ul><ul><li>Purpose of Social Media for International Admissions? </li></ul></ul><ul><ul><li>Consolidate ALL social media </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Staffing </li></ul></ul><ul><ul><li>Scheduling </li></ul></ul><ul><ul><li>Feeding/Linking to other social media </li></ul></ul><ul><ul><li>Evaluation </li></ul></ul><ul><li>How does this fit into our overall ____________ plan? </li></ul>
  • 19. EDUCATIONUSA – NEW WEBSITE <ul><li>New site launched Nov. 2009 </li></ul><ul><li>More interactive </li></ul><ul><li>Focus on providing services to accredited US institutions for both armchair and overseas recruitment of international students </li></ul><ul><li>1 st month – 2.6 million hits – 194 countries </li></ul>
  • 20. YOUTUBE CHANNEL <ul><li>60+ college & university videos profiled </li></ul><ul><li>Send me a YouTube link for your institutional video ( [email_address] ) </li></ul><ul><li>First three weeks: 16,000 views </li></ul><ul><li>28,000+ channel views (as of November 1, 2010) </li></ul><ul><li>100 uploaded videos </li></ul>
  • 21. FACEBOOK PAGE <ul><li>Over 9300 fans/likes </li></ul><ul><li>Events </li></ul><ul><li>Links </li></ul><ul><li>Photos/Videos </li></ul><ul><li>www.Facebook.com/EducationUSA </li></ul><ul><li>Links to 110+ center Facebook profiles, groups, & pages </li></ul>EducationUSA.state.gov
  • 22. TWITTER FEEDS <ul><li>For US institutions… </li></ul><ul><li>For students… </li></ul>
  • 23. MARKETING EDUCATIONUSA BLOG
  • 24. HEI ENEWS <ul><li>Bi-weekly updates on upcoming EducationUSA events </li></ul><ul><li>Regional Conferences </li></ul><ul><li>Major College Fairs </li></ul><ul><li>New Opportunities </li></ul><ul><li>1200+ subscribers </li></ul>
  • 25. ATTEND HIGHER ED FAIRS <ul><li>Calendar view </li></ul><ul><li>Country view </li></ul><ul><li>Lists all recruitment fairs our centers participate in </li></ul>
  • 26. REFER STUDENTS TO PRE-DEPARTURE ORIENTATIONS <ul><li>Send your admitted students a link to this section of our site </li></ul><ul><li>Lists each center’s pre-departure orientation schedule by country </li></ul><ul><li>Helps better prepare your admitted students for the transition to the U.S. </li></ul>
  • 27. SECURE LOGIN ACCESS <ul><li>Only for accredited US college & university reps </li></ul><ul><li>Access to information not available to the general public </li></ul>
  • 28. REQUEST OUR LOGO <ul><li>Get our logo on your international admissions site </li></ul><ul><li>Comes with a two line description of what our centers do, who we are </li></ul><ul><li>Directs your prospective students at the beginning of the process to work with centers </li></ul><ul><li>On the ground support, in-country you can’t buy </li></ul>
  • 29. SEND MATERIALS TO OUR CENTERS <ul><li>Downloadable spreadsheet </li></ul><ul><ul><li>Includes mailing addresses (some of which are domestic pouch or APO addresses) </li></ul></ul><ul><ul><li>Lists exactly which items can be received </li></ul></ul><ul><ul><li>Lists maximum quantities of each item that can be sent </li></ul></ul>
  • 30. WEEKLY UPDATE <ul><li>Sent every Monday to over 400 centers in 170 countries </li></ul><ul><li>Free advertising </li></ul><ul><li>Academic programs </li></ul><ul><li>Scholarships </li></ul>
  • 31. EXPANDING RESOURCES SECTION <ul><li>New website, secure login access for accredited U.S. colleges & universities </li></ul><ul><li>Resources on credentials, HEI eNews archive , registration materials for EducationUSA conferences/workshops </li></ul><ul><li>EducationUSA Triennial Africa Conference Presentations & Slideshows </li></ul><ul><li>EdUSA Forum Presentations & Regional Updates </li></ul>
  • 32. CENTER & COUNTRY FACT SHEETS <ul><li>Downloadable pdfs </li></ul><ul><ul><li>Education System </li></ul></ul><ul><ul><li>Higher Education Fairs </li></ul></ul><ul><ul><li>Trends & Program Highlights </li></ul></ul><ul><ul><li>Center contact details </li></ul></ul><ul><ul><li>Center & Country Statistics </li></ul></ul><ul><ul><li>Educational Authorities </li></ul></ul><ul><ul><li>Academic Calendars and more! </li></ul></ul>
  • 33. EDUSA CONNECTS
  • 34. EDUSA CONNECTS EXPERTISE DATABASE <ul><li>Do general interest sessions for our centers </li></ul><ul><li>Recordable </li></ul><ul><li>Available to all 400+ centers </li></ul><ul><li>Please leave a business card with me after the session—with the topic you could present written on the back </li></ul>
  • 35. CENTER SERVICE LEVELS <ul><li>Reference </li></ul><ul><li>Standard </li></ul><ul><li>Comprehensive </li></ul>
  • 36. FUTURE REGIONAL CONFERENCES <ul><li>April 12-15, 2011 Doha, Qatar </li></ul><ul><ul><li>Middle East, North Africa </li></ul></ul><ul><li>Late 2011 tba </li></ul><ul><ul><li>East Asia & Pacific </li></ul></ul>
  • 37. EDUCATIONUSA FORUM <ul><li>June 22-24, 2011 Washington DC </li></ul>EducationUSA.state.gov
  • 38. WHAT’S WORKING FOR YOU? <ul><li>Share successes </li></ul><ul><li>Discuss what hasn’t worked & why </li></ul><ul><li>Consider new options </li></ul><ul><li>Where are you in the process? </li></ul>EducationUSA.state.gov
  • 39. QUESTIONS & THANKS <ul><li>Marty Bennett </li></ul><ul><li>EducationUSA Marketing Coordinator </li></ul><ul><li>Institute of International Education </li></ul><ul><li>[email_address] : www.educationusa.info </li></ul><ul><li>Skype:  iiembennett </li></ul><ul><li>EdUSA Connects:  http://edusaconnects.acrobat.com/martybennett/ </li></ul><ul><li>Wesley Roy </li></ul><ul><li>Associate Director, International Admission  </li></ul><ul><li>Roger Williams University   </li></ul><ul><li>[email_address]  |  www.rwu.edu   </li></ul>

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