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Qs Online Seminar Nafsa 08


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candidates Online Marketing & Candidate Administration NAFSA 2008 Annual Conference Nunzio Quacquarelli, Managing Director, QS 28 May 2008

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Qs Online Seminar Nafsa 08

  1. 1. Attracting and engaging international candidates Online Marketing & Candidate Administration <ul><li>NAFSA 2008 Annual Conference </li></ul><ul><li>Nunzio Quacquarelli, Managing Director, QS </li></ul><ul><li>28 May 2008 </li></ul>
  2. 2. Agenda <ul><li>About QS </li></ul><ul><li>Engaging “Generation Y” </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>The marketing lifecycle </li></ul></ul><ul><ul><li>Online marketing </li></ul></ul><ul><li>Candidate Management Tools </li></ul><ul><ul><li>Introducing QS TopApply </li></ul></ul><ul><ul><li>Case Study: Candidate Administration at Sciences Po </li></ul></ul><ul><ul><li>Managing exchange programs </li></ul></ul><ul><ul><li>Creating a CV book </li></ul></ul>Copyright © 2008 QS (
  3. 3. About QS <ul><li>Founded in 1990 </li></ul><ul><li>More than 80 representatives worldwide </li></ul><ul><ul><li>London, Paris, Alicante, Singapore, Beijing, </li></ul></ul><ul><ul><li>Johannesburg, Sydney, Washington DC </li></ul></ul><ul><li>Mission </li></ul><ul><ul><li>T o enable motivated people around the world to fulfill their potential, by fostering international mobility, educational achievement and career development </li></ul></ul><ul><li>Main activities </li></ul><ul><ul><li>Primary research </li></ul></ul><ul><ul><li>Leading-edge editorial & publications </li></ul></ul><ul><ul><li>Developmental events </li></ul></ul><ul><ul><li>Web solutions </li></ul></ul>Copyright © 2008 QS Quacquarelli Symonds Limited (
  4. 4. QS events, publications & services <ul><li>QS World Grad School Tour </li></ul><ul><li>QS World MBA Tour </li></ul><ul><li>QS Top Universities Guide </li></ul><ul><li>QS TopMBA Career Guide </li></ul><ul><li>QS APPLE </li></ul><ul><li>QS Education Trust </li></ul><ul><li>QS Intelligence Unit </li></ul><ul><li>THE-QS World University Rankings </li></ul>
  5. 5. QS online <ul><li>QS web sites </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>QS online products </li></ul><ul><ul><li>TopMBA Careers </li></ul></ul><ul><ul><li>TopMBA Scorecard </li></ul></ul><ul><ul><li>TopApply Prospect Manager </li></ul></ul><ul><ul><li>TopApply Application Manager </li></ul></ul><ul><ul><li>TopApply Exchange Manager </li></ul></ul><ul><ul><li>TopApply CV Manager </li></ul></ul>
  6. 6. Agenda <ul><li>About QS </li></ul><ul><li>Engaging “Generation Y” </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>The marketing lifecycle </li></ul></ul><ul><ul><li>Online marketing </li></ul></ul><ul><li>Candidate Management Tools </li></ul><ul><ul><li>Introducing QS TopApply </li></ul></ul><ul><ul><li>Case Study: Candidate Administration at Sciences Po </li></ul></ul><ul><ul><li>Managing exchange programs </li></ul></ul><ul><ul><li>Creating a CV book </li></ul></ul>
  7. 7. Who are “Generation Y”? <ul><li>Impatient </li></ul><ul><li>Team players </li></ul><ul><li>Hungry for feedback </li></ul><ul><li>Don’t hold back </li></ul><ul><li>Fearless of technology </li></ul><ul><li>Seek stimulation </li></ul><ul><li>Believe in themselves </li></ul><ul><li>Sceptical </li></ul>
  8. 8. Who are “Generation Y”? <ul><li>97% own a computer </li></ul><ul><li>94% own a cell phone </li></ul><ul><li>76% use Instant Messaging. </li></ul><ul><li>15% of IM users are logged on 24 hours a day </li></ul><ul><li>34% use websites as primary source of news </li></ul><ul><li>28% own a blog and 44% read blogs </li></ul><ul><li>49% download music using file sharing </li></ul><ul><li>75% of US students have a Facebook account </li></ul><ul><li>60% own portable music or video device e.g. iPod </li></ul>Source: Connecting to the Net.Generation: What Higher Education Professionals Need to Know About Today's College Students, Reynol Junco and Jeanna Mastrodicasa (2007)
  9. 9. Don’t forget their parents <ul><li>“ Helicopter parents&quot; are increasingly key influencers </li></ul><ul><li>Millennials have a near-zero generation gap </li></ul><ul><li>Parent-child co-purchase decisions are common </li></ul><ul><li>Consider creating a parallel process to market to parents </li></ul>
  10. 10. International differences <ul><li>Culture & etiquette </li></ul><ul><ul><li>Greetings </li></ul></ul><ul><ul><li>Humour </li></ul></ul><ul><ul><li>Punctuality </li></ul></ul><ul><ul><li>Competitiveness </li></ul></ul><ul><li>Local references </li></ul><ul><li>Currency </li></ul><ul><li>Language </li></ul><ul><li>Different online media </li></ul><ul><ul><li>e.g. search engines </li></ul></ul><ul><ul><li>China: Baidu 62% </li></ul></ul><ul><ul><li>Russia: Yandex 62% </li></ul></ul>
  11. 11. International English? Source: Mind Your Manners by John Mole, 1998 “ Invaluable political and psychological profiles of each nationality” - Business Week “ International” meaning Possible confusion Example delay period of lateness F: period of time a three week delay qualified partial, conditional F: total a qualified success quite very UK: not very he’s quite reliable table put on the agenda US: take off agenda table a proposal hear hear UK: disagree I hear what you say
  12. 12. Segmentation <ul><li>Select and prioritise messages to fit market segment(s) </li></ul><ul><ul><li>Age group </li></ul></ul><ul><ul><li>Nationality </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Qualifications </li></ul></ul><ul><ul><li>Employment </li></ul></ul><ul><ul><li>Family </li></ul></ul><ul><ul><li>Finances </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Expectations </li></ul></ul><ul><ul><li>Aspirations </li></ul></ul>
  13. 13. Defining the message <ul><li>Proposition(s) </li></ul><ul><li>Differentiators and USPs </li></ul><ul><li>Value and evidence </li></ul><ul><li>Messages to attract.. support.. convert </li></ul>REPUTATION CAREER PLACEMENT PROGRAMMES SPECIALIZATION RoI RANKINGS COST FINANCIAL AID LOCATION CAMPUS DIVERSITY VALUES INNOVATION STYLE FACULTY ALUMNI
  14. 14. Media balance Campus sessions Traditional tools Innovative tools Institutional voice Print media (Brochures, flyers, posters…) Websites Press ads e-PR (online press) Online ads (search advertising, banners…) Blogs, Chats, Forums, Wikis, Podcasts… Corporate blogs, chats, forums, podcasts… PR (mags, newspapers…) Fairs Rankings, guides, (FT, QS, BW…) Testimonies Other sites Different voices School site Web tools (personal rankings, virtualisation…)
  15. 15. Online marketing objectives <ul><li>Target </li></ul><ul><ul><li>Reach global market </li></ul></ul><ul><ul><li>Focus on selected segments </li></ul></ul><ul><li>Attract </li></ul><ul><ul><li>Tune messages </li></ul></ul><ul><ul><li>Be responsive to applicants </li></ul></ul><ul><li>Select </li></ul><ul><ul><li>Engage with selected candidates </li></ul></ul><ul><ul><li>Improve conversion rates </li></ul></ul><ul><li>Optimize </li></ul><ul><ul><li>Utilise staff expertise effectively </li></ul></ul><ul><ul><li>Respond to market feedback </li></ul></ul>
  16. 16. Online marketing mix <ul><li>Web sites </li></ul><ul><li>Search engines </li></ul><ul><li>Banners </li></ul><ul><li>Networking, Wikis, Blogs & Answers </li></ul><ul><li>Videos and podcasts </li></ul><ul><li>Virtual worlds, avatars and bots </li></ul><ul><li>E-mail </li></ul><ul><li>Online applications </li></ul>
  17. 17. Web site <ul><li>Design & navigation should reflect objectives and brand </li></ul><ul><li>Landing page(s) should match visitor source & status </li></ul><ul><li>Get visitors to return </li></ul><ul><li>Get visitors to tell their friends </li></ul>
  18. 18. Search Engine Optimisation <ul><li>Search engines all work differently and change frequently </li></ul><ul><li>Ensure site is search engine friendly – but avoid using tricks </li></ul><ul><ul><li>Titles, headlines, content, meta tags, site maps </li></ul></ul><ul><ul><li>Page titles should also attract human users: clear & provocative </li></ul></ul><ul><li>Research keywords and phrases used by your prospects </li></ul><ul><ul><li>Include synonyms, plurals and misspellings </li></ul></ul><ul><li>Keyword tools </li></ul><ul><ul><li>Wordtracker, Yahoo! Suggestion Tool, Google Tool </li></ul></ul><ul><li>Links </li></ul><ul><ul><li>Number, reputation and popularity </li></ul></ul><ul><ul><li>Industry hubs and directories </li></ul></ul><ul><ul><li>Press releases and free articles or feeds </li></ul></ul><ul><ul><li>Blogs, Forums and Social Networking </li></ul></ul>
  19. 19. Paid advertising <ul><li>Relevant numbers are key </li></ul>More than 1 million visitors expected in 2008 More than 2 million visitors expected in 2008
  20. 20. Banner advertising tips <ul><li>Identify and measure objectives </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Traffic </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><li>Media plan </li></ul><ul><ul><li>Target market </li></ul></ul><ul><ul><li>Related sites </li></ul></ul><ul><ul><li>Sites with similar demographics </li></ul></ul><ul><li>Design </li></ul><ul><ul><li>Clear message – 7 words or less </li></ul></ul><ul><ul><li>Eye catching but not obtrusive </li></ul></ul><ul><ul><li>Don’t overdo animation </li></ul></ul><ul><li>Test </li></ul>
  21. 21. User generated content <ul><li>Social networking </li></ul><ul><ul><li>Facebook, MySpace, Bebo </li></ul></ul><ul><li>Professional profiles </li></ul><ul><ul><li>LinkedIn, Ecademy, Naymz </li></ul></ul><ul><li>Bookmarking & voting </li></ul><ul><ul><li>Digg, Stumbleupon, </li></ul></ul><ul><li>Information, reviews & questions </li></ul><ul><ul><li>Wkipedia, Yahoo! answers </li></ul></ul><ul><li>Blogging </li></ul><ul><ul><li>Blogger (Blogspot) </li></ul></ul><ul><li>Rich media </li></ul><ul><ul><li>YouTube, Flickr, iTunes </li></ul></ul><ul><li>Virtual Worlds </li></ul><ul><ul><li>SecondLife, The Sims Online </li></ul></ul>
  22. 22. Networking sites <ul><li>Highly targeted and viral marketing possible </li></ul><ul><li>“ Beacons” visible within friends newsfeeds </li></ul><ul><ul><li>MySpace 192 million </li></ul></ul><ul><ul><li>Facebook 41 million </li></ul></ul><ul><ul><li>Bebo 34 million </li></ul></ul><ul><ul><li>LinkedIn 12 million </li></ul></ul><ul><ul><li>Doostang 250,000 </li></ul></ul><ul><ul><li>Ryze 250,000 </li></ul></ul>
  23. 23. Blogs <ul><li>Prospective students </li></ul><ul><ul><li>Read and share opinions and expert advice </li></ul></ul><ul><ul><li>Self-regulated; positive and negative comments </li></ul></ul><ul><li>Opportunities for schools include: </li></ul><ul><ul><li>Allow applicants the chance to engage and ask questions </li></ul></ul><ul><ul><li>Allow academics & alumni to add details of their experience </li></ul></ul><ul><ul><li>Increase profile of good-case-practices from your school </li></ul></ul>Source: Noel-Levitz, Inc. E-Expectations 1000 US College Students Class of 2007 Report Would if they could Have done Read blog written by faculty member 83% 17% Read blog written by current student 63% 30%
  24. 24. Rich media <ul><li>Video – advertising, interviewing and profiling </li></ul><ul><ul><li>Video has unique qualities </li></ul></ul><ul><ul><li>Take advantage of your location </li></ul></ul><ul><ul><li>Reduce distance barriers </li></ul></ul><ul><ul><li>Let the internet take the strain </li></ul></ul><ul><ul><li>Decrease your Carbon Footprint </li></ul></ul><ul><li>Podcasts </li></ul><ul><ul><li>Audio visualise your web content </li></ul></ul><ul><ul><li>Use your alumni to share experiences </li></ul></ul>
  25. 25. E-mail marketing <ul><li>Identify tangible objectives and measurements for campaigns </li></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Conversion </li></ul></ul><ul><li>Message content </li></ul><ul><ul><li>Keep it simple with a clear call to action </li></ul></ul><ul><ul><li>Ensure relevance of landing page(s) </li></ul></ul><ul><li>E-mail design </li></ul><ul><ul><li>Keep it simple – limit use of images </li></ul></ul><ul><ul><li>Check spelling and grammar </li></ul></ul><ul><li>Privacy and security </li></ul><ul><ul><li>Opt in / Opt out </li></ul></ul><ul><ul><li>Restrict access to personal data </li></ul></ul>
  26. 26. The role of online applications <ul><li>Select </li></ul><ul><ul><li>Identify key information about your prospects </li></ul></ul><ul><ul><li>Focus resources on your preferred candidates </li></ul></ul><ul><li>Target </li></ul><ul><ul><li>Access to prospects in process of applying at key times </li></ul></ul><ul><ul><li>Target resources on meeting diversity objectives </li></ul></ul><ul><li>Optimise </li></ul><ul><ul><li>Build relationship with candidate throughout their application </li></ul></ul><ul><ul><li>Use a mix of communications media: e-mail, web, mobile </li></ul></ul><ul><ul><li>Streamline processing of applications; Faster response / Less resource </li></ul></ul><ul><ul><li>Measure the results of your marketing activity </li></ul></ul><ul><ul><li>Improve conversion rates </li></ul></ul>
  27. 27. Online applications Research suggests that responsiveness is the single most important factor in choice of school Number of applications Time to respond to enquiries
  28. 28. Agenda <ul><li>About QS </li></ul><ul><li>Engaging “Generation Y” </li></ul><ul><ul><li>Who are they? </li></ul></ul><ul><ul><li>The marketing lifecycle </li></ul></ul><ul><ul><li>Online marketing </li></ul></ul><ul><li>Candidate Management Tools </li></ul><ul><ul><li>Introducing QS TopApply </li></ul></ul><ul><ul><li>Case Study: Candidate Administration at Sciences Po </li></ul></ul><ul><ul><li>Managing exchange programs </li></ul></ul><ul><ul><li>Creating a CV book </li></ul></ul>Copyright © 2008 QS (
  29. 29. TopApply product family <ul><li>Supports all phases of prospect management and recruitment, and enhances student satisfaction </li></ul><ul><li>Products are effective individually or as an integrated solution </li></ul><ul><li>Adapted and tailored to suit school’s procedures </li></ul><ul><li>Readily integrated with existing systems </li></ul>Prospect Manager Application Manager Exchange Manager CV Manager
  30. 30. TopApply client feedback “ Thank you QS. I really appreciate the ease with which the system can be modified to meet our needs and your willingness, without hesitation, to provide prompt service.” Cheryl Millington, Director of Marketing and Admissions, Joseph L. Rotman School of Management, University of Toronto “ Having TopApply really helps. We can immediately see the effect of our marketing on our enquiries and applications and we can ensure we follow up with the right people.” Oliver Matthews, MBA Marketing Manager, University of St. Gallen “ TopApply has not only solved an admissions problem but has also helped me to achieve HR, management and several marketing objectives. We achieved an ROI on TopApply in just over two months.” Kris Leroy, Marketing and Admissions Manager, Grenoble Graduate School of Business
  31. 31. TopApply client feedback “ TopApply makes it possible to manage our prospect information in a more timely and coordinated manner.” Fernando Mora, Marketing Director, Hult International Business School “ TopApply was instrumental in helping us reform our admissions procedure with five distinct orientations and separate admissions committees.” Michael Haliassos, Deputy Dean for International Relations, Goethe University Frankfurt “ At ESCP-EAP we have been using TopApply for just one year and we have already seen a big increase in applications from international students which is having a major impact on the diversity in our classes.” Rachel Maguer, MBA Marketing Manager, ESCP-EAP
  32. 32. Case study – Sciences Po <ul><li>Founded 1872 </li></ul><ul><li>Traditionally educated decision makers from the public and private sector </li></ul><ul><li>7,500 students of which 2,400 foreign from over 40 countries </li></ul>
  33. 33. Sciences Po – Recent reforms <ul><li>Compulsory year abroad for students of the undergraduate degree </li></ul><ul><li>Multilingual programs in French, English and other languages </li></ul><ul><li>Bologna processes set in place to create an European higher education area: Sciences Po implemented a 3 years undergraduate degree and a 2 years graduate degree </li></ul>
  34. 34. Sciences Po – Admission processes <ul><li>Reformed process </li></ul><ul><ul><li>Widened admissions policy </li></ul></ul><ul><ul><li>Alternative recruitment methods for students with an international background </li></ul></ul><ul><li>International applicants </li></ul><ul><ul><li>200 applicants for the Master’s program in 2002 </li></ul></ul><ul><ul><li>Increased to 800 in 2007 – growing 400% in 5 years </li></ul></ul>
  35. 35. Sciences Po – Challenges <ul><li>Application forms in different languages: English & French </li></ul><ul><li>Coordination of programs on different campuses and at partner institutions </li></ul><ul><li>Numerous exchange programs </li></ul><ul><li>Attracting international candidates </li></ul><ul><li>Demands on administration staff </li></ul><ul><li>Limited marketing budget </li></ul>
  36. 36. Meeting the challenges at Sciences Po Different languages <ul><li>Application forms </li></ul><ul><li>Referee forms </li></ul><ul><li>E-mails to </li></ul><ul><ul><li>prospects </li></ul></ul><ul><ul><li>applicants </li></ul></ul><ul><ul><li>referees </li></ul></ul><ul><li>Back-office </li></ul>
  37. 37. Meeting the challenges at Sciences Po Coordination of programs and campuses <ul><li>Support for multiple programs accessed via different web sites </li></ul><ul><li>Look & feel tailored to each site </li></ul><ul><li>Multiple back-office interfaces </li></ul><ul><li>User permissions based on responsibilities </li></ul>
  38. 38. Meeting the challenges at Sciences Po Focus on international candidates Customisable reports to view breakdown of current applicants and enable marketing efforts to be adapted accordingly
  39. 39. Meeting the challenges at Sciences Po Demands on administration staff <ul><li>Monitor application progress </li></ul><ul><li>Follow-up individuals and groups </li></ul><ul><li>Targeted e-mails </li></ul><ul><li>e.g. to applicants in the process of applying </li></ul><ul><li>Process applications </li></ul><ul><li>Detailed reporting </li></ul>
  40. 40. Meeting the challenges at Sciences Po Limited marketing budget <ul><li>One tool to manage relationships with all prospects </li></ul><ul><li>Effective e-mail campaigns </li></ul><ul><li>Schedule interviews </li></ul><ul><li>Establish RoI and trends </li></ul>
  41. 41. Sciences Po – Exchange programs and satellite campuses <ul><li>Nearly 300 partner schools worldwide </li></ul><ul><li>5 additional undergraduate campuses in France </li></ul><ul><li>Dual Master’s programs with: </li></ul><ul><ul><li>Columbia University </li></ul></ul><ul><ul><li>London School of Economics </li></ul></ul><ul><ul><li>Freie Universit at Berlin </li></ul></ul><ul><ul><li>University of St. Gallen </li></ul></ul><ul><ul><li>Moscow based MGIMO </li></ul></ul><ul><ul><li>Warsaw School of Economics </li></ul></ul><ul><ul><li>University Bocconi in Milan </li></ul></ul><ul><ul><li>Georgetown University </li></ul></ul><ul><ul><li>FGV Sao Paulo </li></ul></ul><ul><ul><li>HEC Paris </li></ul></ul>
  42. 42. Importance of international student exchange programs <ul><li>Erasmus Mundus </li></ul>Fulbright Program Socrates Erasmus
  43. 43. TopApply Exchange Manager <ul><li>Facility for managing international exchange programs </li></ul><ul><li>Simplifies communications between host institution, their partners and exchange students </li></ul><ul><li>Both host and partner institutions can manage and track exchange students </li></ul><ul><li>Powerful reporting tools </li></ul>
  44. 44. TopApply Exchange Manager - Benefits <ul><li>Reduction of the administrative overhead </li></ul><ul><li>Partner schools and students become your ambassadors </li></ul><ul><li>Enhancement of your international reputation </li></ul><ul><li>Simplified planning of exchange programs </li></ul>
  45. 45. Summary <ul><li>Engaging “Generation Y” </li></ul><ul><ul><li>Mix of online and offline marketing to attract and effectively target today’s generation of candidates </li></ul></ul><ul><li>Candidate Management Tools </li></ul><ul><ul><li>QS TopApply family of products meet the challenges faced by admissions, enabling simple selection of candidates and optimum use of resources </li></ul></ul>
  46. 46. Nunzio Quacquarelli [email_address] Thank You Please complete a feedback form