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Who's Got Your Back? Applying Internal Strategic Alignment Towards Int’l Recruitment Goals

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Insights and best practices on how to build broad internal leadership support for your international strategic marketing program. Presented with Monmouth University.

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Who's Got Your Back? Applying Internal Strategic Alignment Towards Int’l Recruitment Goals

  1. 1. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Who’s Got Your Back? 9th Annual Conference Weston, FL December 2017 The Importance of Internal Alignment in International Student Recruiting
  2. 2. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Speakers Jon Stauff Vice Provost for Global Education Monmouth University Ben Waxman CEO Intead, LLC Agenda 1. Introductions 2. The Challenges We Face 3. The Actions We Take 4. Perspective and Discussion
  3. 3. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Everyone has a role to play in the success of international student recruitment and retention
  4. 4. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. • Enrollment Marketing • Admissions/Credentiali ng • ESL Program • Student Services & Organizations • Health & Counseling • Academic Affairs • Financial Services • Legal Services • Registrar • Career Services • Alumni Services • Housing • Nutrition Services
  5. 5. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Oh, and faculty
  6. 6. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. At Intead, We Take a Holistic Approach
  7. 7. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. There’s fierce competition out there. So, where do we keep our eyes?
  8. 8. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. HARI KONDABOLU Cultural What? Who Are We? Who Are They?
  9. 9. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Monmouth University • Master’s-level university in metro NYC region • 4,500 undergrads, 1,700 grads • More than 80% of UG come Jersey Shore • UG enrollment stable/fairly close to capacity • G enrollment – decline due in part to base closure and realignment of IT industry • “Global Education” identified as a strategic plan initiative • Academic focus on “global learning” • Recruit international students for graduate programs – fill in enrollment gaps
  10. 10. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Pre-Reqs for International Enrollment Growth • Senior International Officer – access to leadership • International office with focus on student welfare • More than just SEVIS • Extended Orientation • Career Services/Prep for OPT relationship • ”Comprehensive Internationalization” – preparing all campus stakeholders to serve the students • Focus on academic success and access to campus services
  11. 11. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Moving into International Enrollment Work • Induce amnesia re: previous efforts to grow IEM • Move from “Friends of Monmouth” orientation to “working with professionals” • Help people imagine “NAFSA” • Integrate useful “FOMs” into strategy • Review existing partnerships • Determine institution’s ability to support them • Introduce campus stakeholders to options and develop a strategic plan
  12. 12. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Let’s talk about culture What YOU Can Do To Really Welcome new international students to your community
  13. 13. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 13 the body of learned belief, traditions, principles and guides for behavior that are shared among individuals of a particular group Culture Is…
  14. 14. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 14 The ability to act effectively with people of different cultures and socio-economic background Cultural Competence Is…
  15. 15. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 15 Difference Creates … ? What do you think? Best strategy: embrace and celebrate the fear and the differences, listen and observe before speaking Cultural Understanding Is…
  16. 16. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 16 Low Context: Understanding what is said. Words mean almost everything (Western Cultures) High Context: Actions and Behaviors as well as what is not said is most important (Asian and Middle Eastern) Understanding of Personal Space Differences in Communication Styles
  17. 17. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved.
  18. 18. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 18 Where were your colleagues born? Sit down if… • Western Hemisphere • North America • North of Mexico • USA • East or West of the Mississippi • North or South of the Mason Dixon Line • In this state • In this county • In this city • Which local hospital Take this Cultural Exercise Back to the Office
  19. 19. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 19 Understanding that people vary: Despite cultural stereotypes it is important to avoid putting any one individual into a box. International students are often doing all they can to adjust to something very new and often very weird Cultural Understanding Is…
  20. 20. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 20 What We Know • Language • Symbols • Norms/Folkways/Mores  Religion  Gender Roles  Style of Government  Economic Status  Food  Holidays American Culture Is…
  21. 21. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 21 What do we think we know? • Language English/Hindi/Many Dialects • Symbols • Mores/Folkways Religion: Primarily Hindu/Buddhist also Jainism, Shik, Christianity, Islam Government: Very Democratic Gender Roles: Male Dominant except in one State of Kerala/ Men and women do not touch unless women offers her hand Primary Holidays: Diwali is Equivalent to Fall Festival/Independence Day/Holi –Spring Festival (Colors & Love) Food: Many Vegetarian and Spicy Indian Culture Is…
  22. 22. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 22 What do we think we know? • Language Chinese two primary Dialects Mandarin and Cantonese there are however many other Dialects within the Chinese World • Symbols Flag of Peoples Republic of China Red with 5 Stars or Republic of China (Taiwan)Red/ Blue with White and Sun • Mores/Folkways Religion: Buddhism/Taoism/Christianity/Islam Government: PRC-Communist; Taiwan- Constitutional Democracy Gender Roles: Women are equal and take on equal roles. Primary Holidays: Chinese New Year/ Spring Festival; Oct 1 National Day; Food: Many Vegetarian and Spicy Chinese Culture Is…
  23. 23. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 23 What do we think we know? • Language Arabic • Symbols: Saudi Flag – Sword represents house of Saud Arabic writing – There is no God but God. Mohammad is His messenger • Mores/Folkways Religion: Muslim Government: Saudi: Absolute Monarchy; UAE: Federal Elected Presidential Monarch Gender Roles: Role of women is growing publicly but has always been the binding force in the role of the family Primary Holidays: End of Ramadan, End of Hajj, Saudi National Day 9/23 Middle Eastern Culture Is…
  24. 24. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 24 What can I do to better welcome and serve different cultures? What actions could my staff and I take to better welcome and serve the multicultural population? Ask Department Heads to Consider:
  25. 25. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. • Enrollment Marketing • Admissions/Credentiali ng • ESL Program • Student Services & Organizations • Health & Counseling • Academic Affairs • Financial Services • Legal Services • Registrar • Career Services • Alumni Services • Housing • Nutrition Services
  26. 26. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Oh, and faculty
  27. 27. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Language Barriers
  28. 28. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. Takeaways for the SIO • “Intercultural competencies” for campus cultures/politics  support IEM work • Need for patience vs Need for speed • Marketing companies are not textbook publishers – different timetables • Cultivating new markets takes time • Deliverables and early victories – illustrate what “success” can look like • Remember the students • And after all of that, continue to remember the students
  29. 29. Who’s Got Your Back – The Importance of Internal Strategic Alignment in International Student Recruiting Presentation © Intead. All rights reserved. 29 Inter-cultural Communication Resources • Johnson, A.G. (2005). Privilege, power, and difference. Boston: McGraw-Hill Higher Education. • Landis, D., Bennett, J.M., & Bennett, M.J. (2004). Handbook of intercultural training. Thousand Oaks, CA: Sage Publications, Inc. • Miner, H. (2009). Body ritual among the Nacirema. American Anthropologist, 58(3), 503-507. • Olivas, M., & Chi-Sing, L. (2006). Understanding stressors of international students in higher education: What college counselors and personnel need to know. Journal of Instructional Psychology, 33(3), 217-222. • Zhao, C., Kuh, G.D., & Carini, R.M. (2005). A comparison of international student and American student engagement in effective educational practices. The Journal of Higher Education, 76(2), 209-231. Reading List

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