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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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
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EducationUSA Advisers
Past: catalogues, view books, videos
Now: CD-ROMs, DVDs Future: EducationUSA logo and
link
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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
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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.
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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.
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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
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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
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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
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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
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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?
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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
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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.
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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.
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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
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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.
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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?
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
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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
eRecruitment Trends, 2004 20
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Published by Cheryl Darrup-Boychuck usjournal.com, LLC