oacaca webinar wednesday - developing recruitment strategies

Developing Recruitment Strategies and Budgets

OACAC WEBINAR WEDNESDAY


November 11 2015


DEVELOPING RECRUITMENT STRATEGIES & BUDGETS

PANELISTS:John Eriksen Bryant University, USAJanice Heitsenrether Johns Hopkins University, USALeanne Stillman University of Guelph, CanadaAlex Bari (AM) Modul University, AustriaColin Johnston (AM) Heriot Watt University, ScotlandAly Stewart (PM) Edinburgh Napier University, Scotland

FACILITATORS: Tim Munnerlyn (PM) American School of Warsaw, PolandAaron Andersen (AM) University of British Columbia, Canada


• Consider both short and long term institutional goals• Research global trends• Assess the status of your international applicant pool

o Prospect/inquiry numberso Application growtho Quality of applicantso Application conversion rateo Yield

Developing an international recruitment strategy


Effectively implementing an international recruitment budget

• Consider international recruitment goals in the context of broader recruitment goals• Make the most of a limited budget: group travel, conferences

and subsequent bus tours, in-country counselor programs, social media/webinars/videos/virtual college fairs• Develop a short and long term plan to ensure continued

institutional support for international recruitment


Case Study: Making the most of a limited budget with Group Travel

• Reach more students: get in front of more and different students than you would if travelling solo

• Connect with more schools

• Keep costs low: plan the trip yourselves and share resources


Recruitment budget’s major factors

• Travel $$$$• Flying in counselors $$$• Attending conferences $$• Social media and e-mail $• Mailing letters and I-20s $• EducationUSA $• Working with alumni $• Agency development $$$

Building relationships Effectiveness• Meeting directly with

students and stakeholders• Professional development

and meeting with counselors

• Yield and some relationship• Support USA education• Powerful in market support• Per student commission


Regional Analysis and Effectiveness• Geographic regions• Data must be part of planning (Past, Present, Future)• Consistency and when to change spending• Advocating for increased budget or changes• Developing new markets and time• Consider US market for reduced spending• Regional alumni networks and current students


Cost Cutting

• Loyalty programs for travel• Produce lightweight brochures and no shipping• Solo or small group travel• Alumni dinners and meetings• Bulk shipping or e-mail acceptance letters• Always negotiate and refine recruitment• Have fun and get creative


Scottish Universities International Group (SUIG)

Scottish Government Universities Scotland The Scottish universities (Head of Int’l Offices) Regional Sub-Groups

North America (NARG)

South Asia (SARG)

Latin America (LARG)


Case Study: NARGNAFSA (May – 10,000 delegates)

Study in Scotland Stand Study in Scotland Reception attended by 300 study abroad partners & stakeholders Focus on global partnerships and student mobility (visiting and exchange students)

NACAC Conference (October– 5,000 delegates) 9 universities involved

College Counsellors Lunch

Pre conference event attended by c.130 college counsellors

Study in Scotland presentation

Focus on full UG recruitment

Canada Roadshow (October) Graduate Fairs and High School Visits 10 cities in Canada, 15 universities involved Each university committed to at least one week of activity Intern employed to coordinate logistics and publicity Focus on PGT and UG recruitment


SARG & LARGVirtual group of International Office staff from across Scotland’s

universities with an interest in student recruitment in South Asia and LATAM

Share data and market intelligence Plan collaborative activity and funding bidsUse the Study in Scotland brand at events Feed into British Council and Scottish Government engagement plans in

the regionShare relevant messages quickly amongst interested parties


Maximizing Output vs. Minimizing Costs

• Join forces! Besides travelling as a group, joining forces with similar institutions can substantially lower costs!!!

• Examples:

Regional marketing efforts to promote a study region (destination) eg. European University Consortium www.european-universities.com

Joint counselor fly-ins

Joint summer programs

Co-organized events such as press conferences and/or mini fairs in designated target markets

http://www.european-universities.com/


Regional Recruitment OfficesRationale- Rather than sending team members once a year into a particular region a regional office might be much more efficient in terms of yield and ROI Advantages- Designated target markets can be penetrated- Better service of students, parents and counselors with people on the spot- Admission process can partly be done on the spot (e.g. personal interviews, admissions tests etc.)- Building up networks with local stakeholders and local alumniChallenges- Staffing … finding the right people with the right skills (intercultural knowledge, responsible and self organized with language skills)- Legal issues setting up a company abroad


STEP 1: Define goals & successWhat is Success?• Increases – What is enough and by when?

• Cost per student – What are you willing to pay?

• Know how your internal data fits within country-wide visa statistics – What percentage of the market share you have and want?

• Where and why are you going? – What’s your justification?

Why is your institution recruiting “int’l students?”• Semester 1 students• Student Diversity – through exchange•Student Diversity through regional, country, language or other specifications• Government sponsored scholars•Transfer students • Visiting students • Internal Scholarship funded candidates – what % of tuition for how many years• Another one of the myriad of reasons that present themselves year over year


STEP 2: Eliminate In-House Barriers to International Recruitment

Eliminate In-house Barriers•long application or document processing times•domestic practices that do not fit international norms or timelines•unanswered or long wait times for phone or email responses•not enough front-line staff with international admission knowledge•no English Language Program for those without TOEFL/IELTS•no customer relationship databases•no active social media presence that meets the needs of international students•too many students for the number of ISAs which will impact retention•websites with too little information•grumpy or bored front line or other staff - easier said than done•outdated images in publications and online•lack of an upload mechanism for documents


STEP 3: Low or No Cost Solutions for International Recruitment

Low or No Cost Solutions• Maximize Current Resources – provide training to domestic recruiters

• Analysis Data – dig deep on true location of third culture kids

• Invest in CIS Tours or other Organized tour - Initially to build your database• • Cut out Markets – Don’t be afraid to move on after 3 years

• Know what is going on – subscribe to different news channels


STEP 4: Expand Data Sources for new development

External Data Sources• Government websites – eg. EducationUSA, British Council, DFATD

Canada, Open Doors, trade offices, provincial ministries• Other universities’ internationalization strategies • Study Permit/Visa stats, number of universities in a country• GDP growth or other economic indicators

Internal Data Sources• Enrolment numbers – by country – by source country• Applicant numbers – by country – by source country• Programs of interest - by country/region/culture group• Inquiry numbers – by country


STEP 5: Create Justification for New Region Development

• growth expected in the youth population• parents traditionally invest in education• in-country private university costs similar to your international student fees• support in country for advertising, promotion & internal market knowledge• schools open to ISVs• students fit with admission standards• visas are forthcoming• enough students want a campus experience and are comfortable with a medium-size v.s. large urban campus• student growth has been consistent


STEP 6: Calculate Key Budget Components •Staffing•Printing and International Shipping or materials printing and shipping out of country – brochure v.s. country specific hand flyer•Reply cards or tablet to collect leads•Flights – excess baggage fees (pre-paid or enroute)•Visas•Hotels•Phone and Phone Plan or unlocked phone and local SIMs•Over-time – if not managerial type roles•In-office coverage ie. Work Study or other staff•Transportation in country – driver, car rental, local or hotel taxis, buses, free shuttles•Luggage replacement•Banner stands•Advertising and promotions – huge variances•Fair or Tour costs


QUESTIONS?

John Eriksen, USA [email protected] Janice Heitsenrether, USA [email protected] Leanne Stillman, Canada [email protected] Bari, Austria (AM) [email protected] Johnston, Scotland (AM) [email protected] Aly Stewart, Scotland (PM) [email protected]

mailto:[email protected]







Upcoming webinars … mark your calendars!

• Wednesday December 2nd • Student Athletic Recruitment (for high school counselors)

• Wednesday January 6th

• Admissions Practices & SPGP (for high school counselors + admissions officers)