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eRecruitment Trends, 2004 1 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck C.E.O. of usjournal.com, LLC [email protected] Co-Presenter: Jean Z. Frisbie U.S. Department of State http://educationusa.state.gov [email protected]
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ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

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Page 1: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 1

eRecruitment Trends and Techniques

NAFSA Conference | Baltimore | 26 May 2004

Session Chair / Co-Presenter: Cheryl Darrup-Boychuck

C.E.O. of usjournal.com, [email protected]

Co-Presenter: Jean Z. Frisbie

U.S. Department of Statehttp://educationusa.state.gov

[email protected]

Page 2: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 2

Overall Trends in Global Recruitment

Collaboration among all entities,directing prospective students

online:• Print / Travel / Alum• Sister School Affiliations / Agents• ESL and Degree Programs• University / Community College

Challenge: Coordination of efforts

Page 3: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 3

EducationUSA Advisers

Past: catalogues, view books, videos

Now: CD-ROMs, DVDs Future: EducationUSA logo and

link

Page 4: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 4

More EducationUSA

Tips for internationally-friendly websites

Clear title and link from front pageFew graphicsFriendly facesAdmissions and financial aid

information for international students in one spot

Contact person and e-mail address

Page 5: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 5

General Online Uses

• Students in the NetGeneration (prospects born digital, after 1982) expect more personalized attention, because they know what is available to them.

• Caution: Consider privacy issues in different cultures.

Page 6: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 6

Personal Responsesto eMail Inquiries

• Ultimate Scenario: All students complete a form for effective, automatic filtering – especially with regard to financial capabilities.

• Reality: Some cultures are wary about supplying personal data via online forms.

Page 7: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 7

Student Preferences

22% - Complete an online form 31% - eMail 14% - Chat online 8% - Text messages 10% - Telephone Conversations 15% - Meet international

admissions counselors in personsource: usjournal.com student survey, May

2004

Page 8: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 8

Communication Plan

• Most campuses have one, triggering numerous messages.

• Caution: CAN SPAM Legislationo Student must volunteer personal

infoo Sender must include mailing

addresso Sender must respect opt-out

Page 9: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 9

Basis of a Student’sAdmissions Decision

• Then: • Word-of-Mouth, in close proximity

• Now:• Word-of-Mouse; no geographic

limitations

• Valuable Resource: Todd Davis’ Atlas of Student Mobility

Page 10: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 10

Accountability forMarketing Efforts

• Prospective students are moving targets, literally.

• More of an art than a science.

• It’s messier than you think.

• Un-intended consequence: Reluctance to accept responsibility

Page 11: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 11

Decision-Maker forGlobal Promotions

• Account Executive at Ad Agency

• As online promotions increase in complexity, there’s a real trend toward outsourcing to the experts

• Caution: Is it healthy for the overall promotion of U.S. education?

Page 12: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 12

Web Page Developer

• Dedicated Web Team, either on-campus or off-campus

• Fresh content is still king

• Goal is to encourage prospective student to return to the site

Page 13: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 13

Online Venues forGlobal Promotion

• Get creative about placing targeted links, so students naturally navigate directly to your site.

• Consolidation / cross-promotion of current international recruitment sites.

• Caution: Know where your site is being promoted.

Page 14: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 14

Search Engine Placement

• Click Fraud Engineers have made pay-per-click nearly obsolete.

• Expect online international recruitment to continually evolve, as someone is bound to build a better mousetrap.

Page 15: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 15

Popular Search Terms

• was: free, sex, xxx, gratuit, music…

• is: multi-word queries

• will be: even more specific, where the user applies effective parameters

Challenge: Embed an effective search mechanism within your site

Page 16: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 16

Handheld Online Access

• Appropriate mode of communication only in a few instances, such as specific deadlines for applications or scholarships, or for alerting the student of a change of venue for a specific event.

• More important as a tool for viral marketing.

Page 17: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 17

Global OnlineLanguage Populations

729 million usersas of March 2004

(Source: global-reach.biz)

--------------------11.5% of the

world’s population--------------------English speakers:25% of users by

2010--------------------Digital Divide is

wide.More affluent?

Page 18: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 18

What’s new from overseas?

Reactions to challenges to U.S. study – outreach, outreach, more outreach

Use of local languages – attract younger audiences, calm parents, show welcome

Page 19: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 19

Look to the Future

Past few years: more computers in EducationUSA centers for student use

Present: web site developmentLocal languagesTailored content

Future is now: interactive sites – chats, groups, newsletters

To come: university banners

Page 20: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 20

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Leave your business card Write to [email protected] Access www.usjournal.com

Thank you!

usjournal.communiquéeRecruitment Trends and

Techniques

Published by Cheryl Darrup-Boychuck usjournal.com, LLC

Page 21: ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck.

eRecruitment Trends, 2004 21

eRecruitment Trends and Techniques

NAFSA Conference | Baltimore | May 2004

Session Chair / Co-Presenter: Cheryl Darrup-Boychuck

C.E.O. of usjournal.com, [email protected]

Co-Presenter: Jean Z. Frisbie

U.S. Department of Statehttp://educationusa.state.gov

[email protected]