Lori Meadows
International students are an important source of revenue and cultural enrichment for colleges and universities. However, recruiting them can be challenging due to visa issues, negative attitudes towards the host country, and increasing competition from other institutions. To attract international students, colleges can partner with commissioned agents, attend international student fairs, and create joint degree programs with foreign institutions. They can also leverage social media platforms popular in the target country and utilize resources from organizations like EducationUSA and CIS to gain insights on international student mobility and effective recruitment strategies. Additionally, offering programs that align with unique local market demands can help institutions differentiate themselves in the global education market.
| Characteristics | Values |
|---|---|
| International student mobility data | EducationUSA offers the Open Doors Report, Global Guide, and Student Mobility Facts and Figures fact sheets |
| Country-specific social media campaigns | WeChat is popular in China; other platforms should be chosen based on the age group and user habits and preferences in the target country |
| Online delivery | Avoids visa challenges and negative attitudes toward living in the target country |
| Joint degree programs | Reach students across the globe without requiring them to come to the target country |
| Local market demand | Offer programs that are not already filled by institutions closer to the target country, such as civil engineering, social justice, and veterinary medicine |
| CIS membership | Access to a global network of international school guidance counselors and opportunities to engage with students looking to begin their higher education internationally |
| NACAC membership | Guidance on the responsible use of commissioned agents in international student recruitment |
| NAFSA membership | Support with developing an international recruitment plan, including avenues for acquiring student leads and working with agents |
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What You'll Learn
Country-specific social media campaigns
Understanding the Target Country and Platform Selection:
Firstly, identify the countries you want to target with your social media campaigns. Each country has its own unique cultural and educational landscape, so tailoring your campaign to fit the specific country is essential. For example, if you're targeting Chinese students, platforms like WeChat might be a better option due to its popularity in China, as demonstrated by the success of the University of Wisconsin-Milwaukee in connecting with prospective Chinese students and their parents.
Market Analysis:
Conduct thorough research on the social media platforms that are most popular among your target age group within the chosen country. Different platforms cater to varying user habits and preferences. For instance, some platforms might be better for sharing lengthy articles, while others are more visual-focused or better suited for short messages and quick interactions. Understanding these nuances will help you craft appropriate content and strategies for each platform.
Content Creation:
Create content that resonates with the students from the target country. This may include translating content into their native language and ensuring that your messaging is culturally sensitive and relevant. Provide information that addresses their specific concerns, such as visa requirements, application processes, and testimonials from students of similar backgrounds.
Engagement and Interaction:
Utilize your social media presence to interact directly with prospective students and their parents. Be responsive to their inquiries and provide timely and accurate information. Consider hosting Q&A sessions or live webinars to address common concerns and showcase the benefits of your college.
Collaboration with Local Influencers:
Consider partnering with local influencers or thought leaders in the target country who have a strong following among the desired age group. This can help amplify your message and lend credibility to your college's brand in that specific market.
Tracking and Adjusting:
Regularly monitor the performance of your campaigns using analytics tools provided by the social media platforms. This will help you identify which strategies are working well and which areas need improvement. Be agile and adjust your campaign tactics based on the data to optimize engagement and reach.
By following these steps and tailoring your social media campaigns to specific countries, you can effectively increase your college's visibility and appeal to international students.
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Online delivery to avoid visa challenges
Online delivery is a great way to avoid the challenges associated with visas when recruiting international students. The University of New Mexico, for example, offers international students the opportunity to earn a degree without leaving their home country. This means that students do not need to apply for a visa or take on the costs of immigrating to the United States.
However, it is important to note that not all countries accept degrees obtained through distance education as sufficient for educational experience. It is the student's responsibility to understand the requirements of their country of residence and any country in which they intend to work. For example, international students seeking admission to UNM will have to demonstrate proficiency in English by taking the TOEFL exam.
Additionally, students holding an F-1 visa can take online courses in specific academic programs or online summer courses when studying in the US. However, the program must not be fully online. This means that any online course offerings must be part of a hybrid program, with some classes online and others in-person, in order to maintain their F-1 visa status.
To effectively recruit international students for online programs, colleges and universities can utilize country-specific social media campaigns. For example, the University of Wisconsin-Milwaukee recognized the popularity of WeChat as an opportunity to connect with prospective Chinese students and parents. After college fairs, a staff member uses the platform to answer questions about the application process, majors offered, and visa requirements.
Overall, online delivery can help avoid visa challenges, but it is important for institutions to understand the specific requirements and needs of the countries they are targeting for student recruitment.
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Creating joint degree programs
First and foremost, it is essential to partner with top universities around the world that complement your college's strengths and enhance your institution's reputation. For example, Columbia University has established joint degree programs with prestigious institutions such as Sciences Po, Trinity College Dublin, and Tel Aviv University. These partnerships allow students to benefit from the unique offerings of each institution and gain a well-rounded education.
Secondly, the structure of the joint degree program should be carefully designed to meet the needs and expectations of international students. Some programs offer a combination of studying at an international institution and the host institution, such as the UC Berkeley-Sciences Po program, where students spend two years in France and two years at UC Berkeley. Others may have different timelines or requirements, so it is crucial to clearly communicate the structure to prospective students.
Additionally, the academic offerings of the joint degree program should be diverse and appealing to international students. A broad range of academic choices, including popular majors and unique specializations, can attract a wider range of students. For example, the Tel Aviv University Dual Degree Program offers a multidisciplinary perspective on contemporary issues, allowing students to study humanities and social sciences before completing the core requirements at Columbia University.
Furthermore, it is essential to recognize the cultural exchange and immersion opportunities that joint degree programs provide. International students value the chance to develop a deeper understanding of different cultures and gain first-hand experience in another country. This can include organizing cultural exchange activities, language learning support, and integration initiatives to ensure that international students feel welcomed and supported during their time at your college.
Lastly, the admissions process for joint degree programs should be well-publicized and accessible to prospective international students. Clear guidelines on application requirements, such as academic history, letters of recommendation, standardized test scores, personal essays, and interviews, should be provided. It is also beneficial to offer guidance and support to international students throughout the application process, ensuring they have a positive experience even before they enroll at your institution.
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Partnering with commissioned agents
There are, however, some considerations and challenges to be aware of when working with commissioned agents. Firstly, it is important to recognise that this strategy may not be suitable for every institution or country. For example, political controversies and negative attitudes towards certain countries can impact the success of this approach. Online delivery of courses can bypass some of these issues, but it may not be a feasible option for all institutions.
Another challenge is understanding the market and selecting the right platforms to reach prospective students. Social media campaigns, for example, require an understanding of the platforms that are most popular with the target age group in the target country. An analysis of the strengths and weaknesses of different platforms is a necessary first step.
To mitigate risks, it is important to follow guidance on the responsible use of commissioned agents, such as that provided by the National Association for College Admission Counseling (NACAC). NACAC has been closely monitoring the use of commission-based agents and can offer insights and best practices. Furthermore, colleges can strengthen their partnerships with agents by providing training manuals and in-person training sessions, as well as regularly assessing the students recruited by agents.
Overall, partnering with commissioned agents can be a valuable part of a multifaceted plan for recruiting international students. By understanding the market and working within ethical guidelines, colleges can successfully utilise this strategy to meet their enrolment targets and expand their global reach.
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International student mobility data
EducationUSA, a US government resource, provides several tools to support international student recruitment. In addition to the Open Doors Report, they offer the Global Guide, published annually in August, and the Student Mobility Facts and Figures fact sheets, released one to two months after the Open Doors Report. These resources provide insights into international student mobility and essential information for institutions seeking to recruit international students.
To effectively recruit international students, institutions should gather and maintain data on their recruitment efforts to support their international enrolment strategy. This includes understanding the unique local market demand and utilising country-specific social media campaigns to reach prospective students. By analysing user habits and preferences on various platforms, institutions can better connect with their target audience and provide relevant information about the application process, visa requirements, and available majors.
Additionally, creating joint degree programs can help institutions reach a global student audience without requiring students to travel to the United States. This strategy can be particularly attractive to international students facing visa challenges or negative attitudes towards living in the US. By offering joint degree programs, institutions can expand their international student recruitment and provide alternative pathways for students to access their educational offerings.
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Frequently asked questions
Here are some strategies that can help with recruiting international students:
- Utilise country-specific social media platforms that are popular with the target age group.
- Offer courses that align with unique local market demands and are not already offered by institutions closer to home.
- Create joint degree programs that allow students to obtain a qualification without having to travel.
- Consider partnering with commissioned agents to establish a local presence in strategic regions.
- Attend international student fairs to connect with students and build relationships with counsellors.
Organisations such as CIS (Centre for International Student Recruitment) and NACAC (National Association for College Admission Counseling) provide resources and support for institutions looking to recruit international students. CIS offers access to a global network of international school guidance counsellors and opportunities to engage with students seeking higher education internationally. NACAC provides guidance on the responsible use of commissioned agents in international student recruitment.
When marketing your college to international students, it is important to tailor your message and presence to the specific country and culture you are targeting. Utilise social media platforms that are popular in that country and create content that resonates with the audience's needs and preferences. You can also attend international student fairs and events to raise the visibility of your institution globally.
International student mobility data can be a valuable source of information when developing your recruitment strategy. Organisations such as EducationUSA offer reports and fact sheets that provide insights into student mobility trends and patterns. This data can help you understand the international demand for higher education and identify potential target markets.
There are several challenges to be aware of when recruiting international students. These include political controversies, increasing competition from other countries, and negative attitudes towards the host country. Additionally, the recent global pandemic has created additional obstacles with declining support from governments and visa challenges for prospective students.
