International Student RecruitmentAn overview of International Student Recruitment Services
International Student Recruitment services are dealing with 3 majors subjects:
1/ How can I increase Brand Awareness?
- with International rankings
- with Accreditations and international assessments
- with Research results and focus areas
- with Geographic position and main areas of interest
2/ How can I generate student leads?
- with social network advertising
- with reverse study abroad marketplaces
3/ How can I turn leads into admissions?
International student recruitment services can be divided into 3 main categories:
1/ Providing Brand Awareness
Make your brand known by prospective students, parents, teachers, researchers, international relations services, exchange coordinators, enrollment managers, deans and provosts. It’s important to know that these stakeholders will take into account several aspects when evaluating different brands:
If you have good rankings, talk about them anytime you can. If you don’t, there must be a category where your position is positive. Relevant indicators can be economic relations, level of income of students for their first job, number of international students, number of international teachers…
Accreditations and international assessments
Your team works hard to complete accreditations and assessments. You must promote them once acquired with success. Even if some international students don’t really understand what these accreditations mean, list your labels and explain why it’s valuable to students.
Research results and focus areas
International students are often choosing a career in a specific field. If your activity is related to their project in some way, give it a chance. Giving an overview of what you are good at and how your knowledge can lead them to their dream job is a good story to tell. International students love stories. It is easy to understand and it helps them picture their situation and learning experience.
Geographic position and main areas of interest
Is your institution located in the biggest city in the country? Then use the city name in your communication. If not, you have to build a smart combination of advantages around it: small is beautiful; the further the distance, the deeper the experience; fewer people, bigger attention. And big cities are never too far to get a sense of it without the inconvenience. Tell international students about connections to these cities, about your locations’ touristic and cultural differences. Tell them they can play an important role in your community.
This can be done using :
- Your own Facebook page : videos, interviews, live broadcasts, webinars, contests
- Direct advertising : emailing, facebook ads
- Events: live events, online events, educational fairs
- Alumni briefing and former international students in particular
- Mailing your partners
2/ Generate leads
This can be done by driving prospective students to take your institution into account. International students no longer like “push” marketing strategies. They need “pull” marketing. That’s why brand awareness is important. But shaking the tree to generate conversations is very important too.
HigherEdMe uses two strategies to generate leads:
- Social network advertising : displaying your programs to your target. If a click is made, you will know more about the student. Curiosity and opportunity are your best friends.
- Reverse study abroad marketplace : HigherEdMe asks students what they want to study, where, when, with what kind of budget. You can access this database and contact the ones that match your programs.
3/Transform leads into admissions
Once you are connected to a prospective student, maintaining a high frequency level of conversation and leverage all obstacles is the key. All media tools play a role :
- Texting to recall
- Chat to converse
- Online forms to collect information
- Emails for important documents and conversations
Don’t use email at the beginning of your funnel. It doesn’t work anymore.