Douglas Olsen
International programs can be a hard sell to students, especially in the wake of the Covid-19 pandemic, which prevented many students from crossing international borders. However, with travel restrictions easing and vaccines becoming more available, now is the perfect time to revisit your international student recruitment strategy. To attract students, it's important to promote your location, culture, and customs, as well as your programs, faculty, and career opportunities. You should also consider the unique motivations of international students, such as career advancement, and showcase how your program can help them achieve their goals. To stand out from the competition, you can optimize your website for different markets and languages, and consider cost-effective advertising options such as Pay-Per-Click (PPC). Holding information sessions and collaborating with colleagues and students to spread the word can also be effective ways to generate interest in your program.
| Characteristics | Values |
|---|---|
| Language | Optimize your website for different markets and languages. |
| Ensure the language used is understandable for audiences that have learned both British and American English. | |
| Consider translating marketing materials into different languages, but also focus on cultural cues. | |
| Internationalization | Make internationalization part of your institution's overarching strategy. |
| Collaborate with international organizations, such as study abroad programs, to boost your institution's global brand. | |
| Location | Promote your location, culture, customs, and cost of living. |
| Student Experience | Highlight the availability of mentor buddies, host families, and support systems for international students. |
| Showcase parts of your campus on social media platforms like TikTok. | |
| Provide information about career opportunities, industry partnerships, and practical training. | |
| Student Testimonials | Include positive testimonials from current and former international students. |
| Faculty | Feature instructors who are tied to breaking research or well-known programs. |
| Financial Assistance | Advertise the availability of scholarships, grants, or loans. |
| Digital Marketing | Utilize social media, emails, newsletters, listservs, and websites to promote your program. |
| Collaborate with faculty, advisors, and staff members to spread the word and engage with students directly. |
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What You'll Learn
Highlight career opportunities and industry partnerships
When advertising an international program to students, highlighting career opportunities and industry partnerships can be a compelling strategy to spark interest. Here are some ideas to consider:
Showcase Career Paths
First, it is essential to recognize the diverse career paths that international studies can offer. This field is interdisciplinary, encompassing subjects like politics, economics, history, languages, and sociology. By highlighting these options, students can see the breadth of opportunities available to them. For instance, they could pursue international business and trade, working for multinational corporations or government agencies, where they would engage in global market analysis, trade policies, and managing international partnerships. Language proficiency and cultural understanding are invaluable assets in this context. Alternatively, students could aspire to become journalists specializing in international affairs, acting as bridges between cultures and informing the public about global events and diplomatic negotiations.
Industry Partnerships
Forging and highlighting industry partnerships can also make your program more appealing. For example, SCAI, the Society for Cardiovascular Angiography & Interventions, forms partnerships that include the development of live or virtual programs, co-branding, and marketing efforts. By showcasing such partnerships, students can see the practical applications of their studies and the potential for real-world experience.
Student Networks and Alumni
Additionally, emphasize the networking opportunities within the program. Students often value the chance to build connections and gain practical experience through internships, study abroad programs, and short-term contracts. Highlight any existing partnerships with organizations or universities that offer these opportunities, as these can be a significant draw for students.
Real-World Examples
Provide real-world examples of successful alumni who have pursued diverse career paths thanks to their international studies background. Share stories of alumni working in international business, journalism, or intelligence and security sectors. This tangible evidence of career prospects can inspire and motivate students to join the program.
Faculty Connections
Finally, showcase the connections and partnerships that your faculty members have within the industry. Highlight any faculty members who have worked or consulted for prominent organizations or businesses. This demonstrates the program's ability to provide industry connections and potential mentorship opportunities, which can be highly attractive to students.
By emphasizing career opportunities and industry partnerships, you can make an international program more appealing to students, showcasing the tangible benefits and applications of their studies.
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Showcase campus life on social media
Social media is an excellent tool to showcase campus life and attract prospective students. Here are some ways to do this effectively:
Behind-the-scenes tours
Create a behind-the-scenes video tour of your campus to showcase aspects that may be missed on a website. This can include the energy of students and faculty, athletic teams, clubs, activities, and special events. Provide an authentic glimpse of life at your institution by involving student influencers and ambassadors in creating this content. They can showcase school events and activities through regular social media posts and vlogs.
User-generated content (UGC)
UGC is content created by current students or alumni, providing an honest and transparent view of student experiences. Encourage students to share their unique stories and showcase the diversity and success of your student population. You can also invite applicants to join a live campus tour on social media, offering fun anecdotes and insights into campus life.
Student testimonials
Share video testimonials of current students discussing their experiences in creative ways. For example, West Virginia University invited community members to share what an education from WVU meant to them and used these responses to create compelling video content for social media.
Introduce staff and alumni
Introduce staff members, school administrators, and leadership to give a human element to your social media feeds and make staff more approachable to new students. You can also showcase the stories and accomplishments of alumni on different social media channels, providing a persuasive voice for recruitment.
Hashtags and unique phrases
Develop a unique phrase or hashtag that captures the essence of your school community. For example, a Canadian school uses the hashtag #weareUNB to highlight campus life and student stories. This helps create a student-centric narrative and a sense of community.
Show supportive student resources
Share evidence of supportive student life resources, such as academic, social, or emotional tools that contribute to student success. Mental health is an important topic for students, and showcasing the availability of practical resources in this area can be appealing to prospective students.
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Provide comprehensive support services
Providing comprehensive support services is an essential aspect of advertising an international program and fostering an inclusive environment for all learners. Here are some strategies to consider:
Orientation and Cross-Cultural Understanding
Develop a comprehensive orientation program specifically for international students to help them transition to a new academic culture. Organize events and activities that promote cross-cultural understanding and integration, creating a welcoming campus environment. This can include providing information on the cultural and social environment of the program location, as well as practical details about relocating, cost of living, and what to expect from the local cuisine and customs.
Academic Support
Offer academic support services tailored to the unique needs of international students. This can include tutoring services, workshops on academic writing and research methods, and training for faculty and staff on effectively working with international students. Ensure that these resources are easily accessible and well-advertised across campus.
Mental Health and Wellness
Offer accessible and inclusive mental health services that are culturally sensitive to the needs of international students. Ensure that mental health professionals are available during convenient hours and at multiple locations across campus. Collaborate with academic staff and other support services to provide comprehensive and coordinated support, promoting both academic success and overall well-being.
Visa and Cultural Adjustment Assistance
Provide practical support services such as assistance with visa issues and cultural adjustment. This can include offering resources and guidance on navigating the visa process, as well as helping students adjust to cultural differences and potential challenges they may face in a new environment.
Career Services and Internships
Recognize that career advancement is often a primary motivation for international students. Offer robust career services and internship opportunities with leading companies, highlighting unique opportunities for students to gain valuable experience and network in their chosen field. Ensure that these opportunities are well-aligned with the career-focused motivations of your international student cohort.
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Offer financial assistance and scholarships
Offering financial assistance and scholarships can be a great way to attract students to your international program. Here are some strategies to consider:
Identify Needs and Target Audience
Start by identifying the financial needs of your target student population. Are they primarily concerned with tuition costs, living expenses, or other fees associated with the program? Understanding their financial challenges will help you tailor your financial assistance offerings effectively. Additionally, consider whether your target students are domestic or international, as this may impact the types of scholarships and grants for which they are eligible.
Scholarships and Grants
Create a range of scholarships and grants specifically for your international program. These can be merit-based, need-based, or a combination of both. Merit-based scholarships can recognize academic achievement, leadership qualities, or special talents. Need-based grants, on the other hand, can provide financial assistance to students who can demonstrate financial hardship or challenges. Ensure that the application process for these scholarships and grants is straightforward and well-publicized to encourage more students to apply.
External Funding Opportunities
In addition to institutional scholarships, research and promote external funding opportunities that students can apply for. For example, students may be eligible for government grants or scholarships offered by organizations that support international education. Providing a list of potential external funding sources can help students identify opportunities they may not have otherwise known about.
Work-Study Programs
Consider offering work-study positions or assistantships to students enrolled in your international program. These positions can provide students with a stipend or tuition waiver in exchange for part-time work related to their field of study. Work-study programs not only help students financially but also provide them with valuable work experience and an opportunity to build their resumes.
Financial Planning Workshops
Organize financial planning workshops or webinars to help students navigate the costs associated with the international program. These workshops can cover topics such as budgeting, scholarship applications, and financial aid options. By empowering students with financial knowledge, you can make the prospect of studying internationally seem more accessible and less daunting from a financial standpoint.
Emergency Funds and Support
Lastly, consider establishing emergency funds or support systems for students who encounter unexpected financial difficulties during their participation in the international program. Knowing that such support is available can provide peace of mind and encourage students to take the leap and enroll in your program. It also demonstrates your institution's commitment to supporting students throughout their academic journey, fostering a sense of trust and confidence.
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Host information sessions and events
Hosting information sessions and events is a great way to engage students and spark their interest in an international program. Here are some tips to make the most of these opportunities:
Choose an Engaging Format
When planning an information session, consider an interactive format that encourages student participation. This could include a presentation followed by a Q&A session, a workshop, or even a panel discussion with alumni or faculty who have experience with the program. Creating a comfortable and conversational environment can make it easier for students to ask questions and get a better understanding of the program's benefits.
Select the Right Venue
Choose a venue that is easily accessible and located in a high-traffic area on campus. This increases the chances of students dropping by out of curiosity, even if they weren't initially planning to attend. If possible, set up an information table in a central location, such as the student union or a busy hallway, to catch students' attention as they go about their day.
Offer Refreshments
A great way to attract students to your event is by offering refreshments. Something as simple as ordering pizza or providing snacks and beverages can make your information session more inviting. This not only creates a welcoming atmosphere but also gives students an extra incentive to attend and stay engaged.
Collaborate with Colleagues
Collaborating with colleagues from various departments can enhance your information session. Reach out to colleagues who might be willing to promote your event to their students or even invite them to join you as guest speakers. This expands your reach and adds variety to the presentation, making it more appealing to a broader range of students.
Utilize Testimonials
When promoting the event, include testimonials from past participants of the international program. Hearing firsthand accounts from fellow students about their experiences, the benefits they gained, and how the program impacted their personal or professional lives can be highly influential for prospective attendees. These testimonials can be included in promotional emails, social media posts, or even printed materials.
Address Cultural Aspects
International programs involve navigating cultural differences, so it's essential to provide students with a glimpse of the cultural and social environments they will encounter. Share stories or anecdotes about cultural immersion and how it enriches the overall experience. Address any concerns they may have about culture shock and offer strategies or support systems your program provides to facilitate cultural adaptation.
Virtual Events
In today's digital age, consider hosting virtual information sessions or webinars, especially if your target audience is spread across different locations. This allows students who may not be able to attend in-person events to still engage and interact with you and your team. Virtual events can also be recorded and shared later, expanding your reach to those who may have conflicting schedules.
By following these suggestions, you can effectively utilize information sessions and events to advertise an international program to uninterested students and potentially spark their curiosity.
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Frequently asked questions
There are several ways to promote an international program to students. Firstly, ensure that you are communicating the benefits of the program to the public. You can do this by having a dedicated section on your website that provides information on the program, the location, and what students can expect from the culture and customs. You can also promote the program through social media, brochures, posters, and by speaking to students face-to-face at study fairs.
To make your program stand out, you should focus on the cultural aspects of your offering. You can do this by promoting a global, cross-cultural curriculum and highlighting the support systems in place for international students. It is also beneficial to showcase any unique industry partnerships and career opportunities that your program provides.
To reach students who may not be actively considering international programs, you could try running digital ad campaigns in less-targeted cities. You can also utilise help from faculty members and advisors who have direct contact with students and can spread the word about your program. Holding information sessions with snacks and beverages can also be a great way to engage students and allow them to ask questions.
To appeal to a diverse range of linguistic backgrounds, it is important to first understand your audience and ensure that the language used in your marketing materials is accessible and understandable. You can also showcase any location-based advantages of your program, such as the education system, industry strengths, and career outcomes.
