Strategie werving internationale studenten

1. Management of
expectations
Presentation RBS
Pauline Buth

2. Some facts & numbers
• America’s market share falling (from about 23%of all internationally
mobile students in 2000 to 17% in 2011) but still world’s leading
destination.
• Worldwide Top 3 country of origin: China (53%), India, South Korea.
• Extra 20 million international students in 2020.
• Mobility within the Eurozone got big boost with EU’s approval of
expansion Erasmus progamme (now Erasmus+: new European
subsidy programme for eductation, youth and sports. Key Actions:
Individual mobility, Institutional collaboration, Policy development).
• Minister of Education wants more scholarships and more students
abroad.
• Holland Top 3 country of origin: Germany (almost 42%), China (8 %),
Belgium (4%).
• Holland 3rd most popular country for international students.
• Sources: hea..ie, rijksoverheid.nl, studyportals.eu, gelderlander.nl, trendinbeeld.nl,
aiesec.nl, esn.org, rbsrisa.nl

3. The obstacles for a international student
• Financially
• Practically
• Socially
His needs:
• Optimal access to resources university
• Practical, social-cultural, linguistic
knowledge
• Feeling part of a community
• Recognition

4. Conquer the obstacles
through:
a FANSTRATEGY for RBS

5. Fundamental for Awareness:
• Information
Not only: what does Rotterdam have to offer?
But also: what does Holland have to offer?
‘What’s it like in this country?’
• Positive imagebuilding
‘Holland in general and Rotterdam and RBS in
particular are providing an essential and
unique experience for a successful
international career.’
But: how is this information/image going to
be disseminated?

6. The international students of RBS
as ambassador
• Personal experience creates stronger
(positive) association
• More credibility among national peers >
creating fans among fans
• Ambassador becomes buddy: minimize
cultureshock through recognition and
guidance
Summed up: Fanstrategy

7. What could this mean for MarCom and
Recruitment?
A RBS story that is solely told by the international
students, through:
• Ambassadorship: Expectation Management
through national peers.
• SocialMedia:Blogs/Vlogs,Youtube,Facebook
Website with focus on practical
information, language teaching, personal
stories with Rotterdam and RBS as
background
• Proposition: Rotterdam as most
representative city of the Dutch business
culture. RBS as centre of/for that culture.

8. But also:
A Vibrant Campus-life: events,
projects, clubs for various
interests (sports, culture,
entrepreneurship, social)

9. Summary
• Awareness of psychological process
international student
• Placing RBS and Rotterdam in bigger,
Dutch culture picture
• Fanstrategy
• RBS story told by international students,
through social media
• Building vibrant campus community
(offline/online) through variety of
interests

10. Any questions?