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How To Create An International Student
Recruitment Plan
Slide 1
How To Create An International
Student Recruitment Plan
How To Create An International Student
Recruitment Plan
Slide 2
1) The Growth of International Mobility
2) Creating a Cult...
How To Create An International Student
Recruitment Plan
Slide 3
 OECD's Education at a Glance 2013 report projects intern...
How To Create An International Student
Recruitment Plan
Slide 4
 By embracing digital marketing techniques, colleges can ...
How To Create An International Student
Recruitment Plan
Slide 5
 Making internationalization a
true priority means taking...
How To Create An International Student
Recruitment Plan
Slide 6
 Example: The University of Calgary highlights
internatio...
How To Create An International Student
Recruitment Plan
Slide 7
 Expanding strategic international partnerships, research...
How To Create An International Student
Recruitment Plan
Slide 8
 Focus initial efforts by choosing markets with the best ...
How To Create An International Student
Recruitment Plan
Slide 9
 Google AdWords has a free Keyword Planner tool for searc...
How To Create An International Student
Recruitment Plan
Slide 10
 Recent data analysis from Google shows a continuous inc...
How To Create An International Student
Recruitment Plan
Slide 11
 Optimizing for mobile usage is important for internatio...
How To Create An International Student
Recruitment Plan
Slide 12
 Developing your website to appeal to multiple markets a...
How To Create An International Student
Recruitment Plan
Slide 13
 Ensure that users can easily navigate between available...
How To Create An International Student
Recruitment Plan
Slide 14
 When developing content for international audiences, it...
How To Create An International Student
Recruitment Plan
Slide 15
 Social media is a valuable tool for discovering more ab...
How To Create An International Student
Recruitment Plan
Slide 16
 It’s important that inquiries from all prospects, domes...
How To Create An International Student
Recruitment Plan
Slide 17
 Here are some best practices for responding to inquirie...
How To Create An International Student
Recruitment Plan
Slide 18
 A campus tour is a big part of most students' decision ...
How To Create An International Student
Recruitment Plan
Slide 19
 To get better personalized interaction many schools are...
How To Create An International Student
Recruitment Plan
Slide 20
 Here are some innovative ideas for colleges and univers...
How To Create An International Student
Recruitment Plan
Slide 21
 Improving your international student recruitment can be...
How To Create An International Student
Recruitment Plan
Slide 22
Questions?
1.514.312.3968
info@higher-education-marketing...
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How to create an international student recruitment plan

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What is your biggest international student recruitment challenge?

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How to create an international student recruitment plan

  1. 1. How To Create An International Student Recruitment Plan Slide 1 How To Create An International Student Recruitment Plan
  2. 2. How To Create An International Student Recruitment Plan Slide 2 1) The Growth of International Mobility 2) Creating a Culture of Internationalization 3) Feeling Out Markets with Paid Search 4) International Search and Mobile Trends 5) Internationalizing Websites 6) Content and Social Media Considerations 7) International Lead Conversion 8) Virtual Campus Tours and Hangouts 9) More International Recruitment Ideas Overview Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  3. 3. How To Create An International Student Recruitment Plan Slide 3  OECD's Education at a Glance 2013 report projects international mobility to nearly double to 8.5 million students by 2025.  The result has been intensifying competition, among English- speaking colleges and universities, seeking the rewards of increasing and diversifying their international student populations.  Internationalization has transformed from desirable bonus into institutional imperative, but achieving such goals is no straightforward task and resource efficiency is increasingly a necessity. 1. The Growth of International Mobility Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  4. 4. How To Create An International Student Recruitment Plan Slide 4  By embracing digital marketing techniques, colleges can better control their communications and branding, reducing reliance on external agents while developing more flexible and customized management of the admissions process.  Implementing these initiatives requires a willingness to adapt to rapidly shifting student engagement expectations, understanding not only the continuous advances in available technological tools but the cultural nuances of various target markets.  The majority of colleges and universities with international enrollment increases cite active recruitment as the reason for their success. Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan 1. The Growth of International Mobility
  5. 5. How To Create An International Student Recruitment Plan Slide 5  Making internationalization a true priority means taking a longer term, bigger picture view of its role in enhancing your institution.  Increasingly, universities are publicly declaring internationalization a key component of future success, embedded in strategic plans or elaborated upon in high level documents. 2. Creating a Culture of Internationalization Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan University of Calgary’s International Strategy
  6. 6. How To Create An International Student Recruitment Plan Slide 6  Example: The University of Calgary highlights internationalization as a "key strategic priority" in their pursuit of becoming "a global intellectual hub", according to their recent International Strategy document. The 24-page report highlights their commitment to these goals by illustrating current activity, tangible targets and strategic goals, namely:  Increase diversity of our campus communities  Improve global and cross-cultural competencies within our campus communities  Enhance opportunities for international collaborations and partnerships in research and education  Leverage our unique areas of expertise to engage in international development Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  7. 7. How To Create An International Student Recruitment Plan Slide 7  Expanding strategic international partnerships, research collaborations, exchange and study abroad programs, and alumni relations can greatly enhance a university's educational capabilities, student opportunities and participation, brand reputation and much more.  Colleges can strive to improve the experiences of incoming international students, thus growing valuable word-of-mouth referrals among other benefits.  Promoting internationalization means providing the pathways for growth, including resources for increasingly culturally diverse students (and staff) on campus to learn from each other. Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan 2. Creating a Culture of Internationalization
  8. 8. How To Create An International Student Recruitment Plan Slide 8  Focus initial efforts by choosing markets with the best potential for your institution - likely typical leading countries of origin (China, India, South Korea).  Consider focusing marketing efforts according to preferred academic discipline and degree type.  Pay-Per-Click (PPC) advertising is a cost-effective way of revealing insights about potential markets, since expense is only incurred when prospects actually click your link.  It is a great way to learn which search terms are popular and which ads better convert, letting you see which keywords and messages are more effective in a particular market. 3. Feeling Out Markets with Paid Search Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  9. 9. How To Create An International Student Recruitment Plan Slide 9  Google AdWords has a free Keyword Planner tool for searching keyword and ad group ideas.  Keep in mind that Google isn't the most popular search engine in several important source countries.  Before launching a PPC campaign, it is essential that ad copy fits the requirements for the applicable platform, landing pages have been created on your website, and analytics tracking has been established.  Landing pages must meet expectations created by the ad copy and concisely convince prospects to take the next steps, such as completing an application or "request information" form. Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan 3. Feeling Out Markets with Paid Search
  10. 10. How To Create An International Student Recruitment Plan Slide 10  Recent data analysis from Google shows a continuous increase in education-related search volumes, confirming that the student decision journey has moved online.  Non-branded search queries by prospective students are rising at a faster rate.  Google's internal tracking revealed that queries including geo- specific keywords generated strong click-through conversions.  Increasing specificity by promoting particular degree and academic programs in specific locations is recommended for better results. 4. International Search and Mobile Trends Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  11. 11. How To Create An International Student Recruitment Plan Slide 11  Optimizing for mobile usage is important for international recruitment, since a majority of users in several source countries are mobile-exclusive.  Internal Google research shows that a negative mobile experience on your website is enough for 35% of prospects to move on to the next potential college on their list.  Cover you most important bases when developing for task-driven mobile searchers.  Top selling points of your school, programs and admission info, videos and application forms are all important features to include.  International students will also want to know things like financial and study permit details. Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan 4. International Search and Mobile Trends
  12. 12. How To Create An International Student Recruitment Plan Slide 12  Developing your website to appeal to multiple markets and languages is one of the biggest challenges in internationalization.  A top level folder on the same domain as your other content lets you develop a customized experience with fully translated paths while enhancing your SEO.  Search engines won't give your pages the same value if they think it's only an auto-translation. 5. Internationalizing Websites Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  13. 13. How To Create An International Student Recruitment Plan Slide 13  Ensure that users can easily navigate between available translations.  Display the language name written in that language at the top of the webpage.  Avoid auto-directing based on a user's IP address, as it will irritate prospects and inhibit Google's crawlers from discovering your sites. 5. Internationalizing Websites Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  14. 14. How To Create An International Student Recruitment Plan Slide 14  When developing content for international audiences, it is vital to understand your target market as much as possible, including the local language, cultural norms and expectations, and priorities in education search.  Try using student assistants to help develop or translate content and always test with various groups to ensure that messaging is clear.  . 6. Content and Social Media Considerations Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  15. 15. How To Create An International Student Recruitment Plan Slide 15  Social media is a valuable tool for discovering more about prospect groups through online conversations, informal surveys and the types of posts that receive greater interaction.  Communication on these networks can help filter unqualified prospects and reveal insights about language proficiency, interests and your brand perception. 6. Content and Social Media Considerations Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  16. 16. How To Create An International Student Recruitment Plan Slide 16  It’s important that inquiries from all prospects, domestic or international, are addressed effectively and promptly.  Students expect a quick email response.  Hotcourses Abroad found that if given two similar universities, students from China, India, Thailand, Vietnam and Singapore would choose the one that responded fastest.  Prospects prefer personalized responses signed by a staff member they can continue correspondence with. 7. International Lead Conversion Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  17. 17. How To Create An International Student Recruitment Plan Slide 17  Here are some best practices for responding to inquiries:  Address the student by name.  Answer the question personally and in detail.  Provide helpful additional information, including social media and relevant links. 7. International Lead Conversion Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  18. 18. How To Create An International Student Recruitment Plan Slide 18  A campus tour is a big part of most students' decision processes.  International students rarely have the luxury of visiting a prospective campus ahead of enrollment but virtual tours can help bridge the gap, emphasizing a school's strongest features and providing a glimpse of campus life.  Google Maps Street View also offers interior virtual tours of some schools, and a few US-based universities are already developing tours using new Oculus Rift virtual reality technology. 8. Virtual Campus Tours and Hangouts Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  19. 19. How To Create An International Student Recruitment Plan Slide 19  To get better personalized interaction many schools are adopting web-conferencing via easily accessible tools, like Google Hangouts.  These digital face-to-face tools not only allow admissions personnel to engage directly with international students, but also clarify solutions using whiteboards, share documents or slideshares, and guide prospects through relevant webpages via co-browsing.  To make the most of these opportunities, school personnel should develop and rehearse a script to work from and test all equipment many times beforehand. Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan 8. Virtual Campus Tours and Hangouts
  20. 20. How To Create An International Student Recruitment Plan Slide 20  Here are some innovative ideas for colleges and universities looking to access the world:  List with international portal sites  Develop apps featuring application tips, sample lectures, campus videos/pictures  English-language training (online modules and/or collaborations with other training facilities) or online language exchange  Reach out to international alumni (through internal networks or tools like LinkedIn) to support recruitment activities 9. More International Recruitment Ideas Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  21. 21. How To Create An International Student Recruitment Plan Slide 21  Improving your international student recruitment can best be accomplished when you have an accurate picture of your web activity.  Google Analytics can help you to understand your student mix and top source countries, so you can monitor your progress while effectively customizing communications. 9. More International Recruitment Ideas Source: Higher Education Marketing – How To Create An International Student Recruitment Action Plan
  22. 22. How To Create An International Student Recruitment Plan Slide 22 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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