International Student Recruitment - AIECaiec.idp.com/uploads/pdf/Thu 1210 Markus Badde.pdf · 1 1 International Student Recruitment The importance of building up and maintaining an

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International Student Recruitment

The importance of building up and maintaining an agents network

Markus BaddeICEF GmbH, Bonn, Germany

[email protected]

October 13, 2005 AIEC Conference, Gold Coast, Australia

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Agenda• Various forms of international student recruitment• The role of educational agents• Where to find them• How to evaluate, select and appoint agents• Different agent compensation models• How to train and support agents• How to motivate & incentivise them• ESOS Act implications for Australian institutions• Conclusion

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Various forms of international student recruitment• Advertising• Student exhibitions and fairs• The Internet• Cooperations and exchanges• Alumni networks• Relevant government offices• Educational agents (source of 30% of all international

students, 50% in Australia)• JWT Education „Asian Student Survey“ published

today: 77% of students turn to agents (60% in 2000) and 85% of these students found agents useful

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The role of educational agents

• What is an agent?„An agent is an individual, company or organisation thatprovides educational advice, support and placement to students within its local market interested in studyingabroad“

• Different types of agents:• Educational referral agents & representatives• Study abroad advisers (in different environments)• Travel agents with educational focus

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• They provide fast & direct access to specific local markets

• They can help you to recruit students quickly & effectively, at comparably low cost & risk

• They can send you large numbers of students, providingyou manage them well

Points to consider

• Agents should be part of a integrated marketing plan

• They can sometimes be difficult to manage

• Negative experiences can damage your reputation in a particular territory for a long period of time

Advantages of working withagents

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What can agents do for you?• Represent you on a year round basis• Provide you with reliable local market information• Distribute your promotional material regularly• Advertise in targeted local media for you• Represent you at local fairs and college days• Provide you with a local infrastructure• Arrange student appointments & presentation

opportunities during your visits• Improve your application / admission conversion

rates by providing counselling and other value-addedservices to students

• Pass on post-study feedback (positive/negative)

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What can they do for potential students?• They constitute a local contact

a trustworthy and accountable person for students and parents, giving advice in the local language

• They can give valuable counselling

agent is familiar with education provider‘s offerings and strengths as well as with student‘s profile, needs, expectationsand abilities, and should thus be able to suggest a good match

• They provide useful added-value serviceshelp with student application forms, visa assistance, travelarrangements, insurance, exam prep, accommodation, etc.

They can save students‘ time and help their decision byproviding further valuable information (about location, localtransport, cost of living, weather, social etiquette, cultural & social life, food…)

If needed, they can provide telephone & e-mail support to students once they are overseas

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What they should not do• Collect tuition fees from students• Make inappropriate admissions decisions• Overstate their authority on your behalf• Provide incorrect or incomplete information to

students• Misrepresent your organisation• Engage in false or misleading advertising and

recruitment practises• Promise residence after course completion• Suggest fraudulent means of obtaining residence

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Where to find educationalagentsInternal sources:

• Data-base• Country visit reports• Student registration information

External sources:• Government & institutional information • Recommendations & personal networks • Specialized media• Field trips• The Internet• (Well-organized) agent workshops

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How to evaluate & selectagentsBefore signing a contract, ask key questions:

• What geographical area do they cover?• How long have they been in business?• What is their company structure? Number of staff? • How many students do they handle each year?• How many other education providers do they represent and

from which sectors and countries?• Can they provide references?• Are they members of an association? Do they follow

standards?• What is their promotional strategy? Do they publish a

brochure? What does their web site look like?• Are testing facilities for entrance examinations available

(IELTS, TOEFL, GMAT, etc.)?

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How to appoint agents

Various ways of working with agents

• Informal: no contract, commission paid

• Interim: Short term contract to test a representative or a market

• Formal contract: a commitment between bothparties, usually 1 year minimum, renewable

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What a formal contract shouldinclude

• Roles & responsibilities for each party• Business plan (marketing strategy, budget)• Key performance indicators – set targets• Payment terms, deposits, reimbursability of

expenses• Exclusivity or not• Dispute resolution guidelines• Duration of contract and termination clauses

• IMPORTANT – have it validated by yourinstitution‘s legal expert!

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Different compensation models• Commission on tuition fee

• Set fee per head

• Retainer fee over defined time period (providing agent‘scredentials and expected output are not questionable)

• Student is charged advising / handling / service fee

• Important-> payment procedures should be clearly stipulated and strictlyadhered to

-> student fees should always be received before the student arrives (avoid extra work chasing payment)

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How to train and supportagents

• Agents training• An extensive knowledge of your institution, course offerings

and admissions procedures is crucial• Provide briefings, videos, CD/DVD‘s, dedicated web area• Produce agent manuals (contact information, description of

programmes, accommodation options, fees/payment/bankinformation in detail, student services, cancellationprocedures…)

• Regular updates on new developments necessary• Familiarisation („Fam“) trips highly recommended ->Increases

agents knowledge about courses, location, accommodationand kickstarts personal relationships between agent/provider

• Agents support• Set up clearly defined / budgetted marketing plan• Provide marketing assistance (CD/web/hardcopy toolkit)• Set up monitoring and review procedures• Regular visits and communications (tel, e-mail, newsletters)

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How to motivate and incentivise

Financial incentives• Standard commission rates• Variable commission rates• Bonus and incentive schemes (volume/quality of students)

Non-financial incentives• Organise agent fam trips (individually / groups of agents)• Offer scholarships (partial/complete) or free short courses

for agents sales staff and group leaders• Organise competitions (free gifts, useful items)

Best is combination of both• Agent incentive programme• Points and prizes (financial/non-financial) based on

performance

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ESOS Act implications forAustralian institutions• Australian education providers are subject to the

provision of the ESOS Act if they recruit international students

See ESOS Guide:12. Agents underwww.dest.gov.au/sectors/international_education/publications_resources/other_publications_resources/esos_guide/section_12_agents.htm

• An education provider using agents must ensure thatthey comply with the National Code requirementsrelating to marketing and student information (§ 19-25) and student recruitment and placement (§26-30)

See „National Code of Practice for RegistrationAuthorities and Providers of Education and Training to Overseas Students“ underwww.dest.gov.au/sectors/international_education/publications_resources/other_publications_resources/esos_national_code/default.htm

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National Code guidelines

• According to the National Code, an education provider can be held accountable for the actions of its agents in regard to marketing of its courses, and the recruitment and placement of overseas students.

• “Under § 49 of the National Code, a provider must not accept, or continue to accept, overseas students recruited by an agent, or authorise an agent to use PRISMS on their behalf, if they know, or reasonably suspect the agent to be engaged in any of the illegal practices referred to in ESOS Guide: 12. Agents”.

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ConclusionIf you decide that you need agents• Do adequate market research & analysis beforehand• Only appoint those that you deem suitable to your

institution’s quality & reputation • Make sure their engagement conforms with your

general international marketing strategy• Invest sufficient time and resources at the onset of

your working relationship• Communicate regularly with & support them properly• Review your requirements and contracts periodically

Thank you for your interest!Questions are welcomeE-mail [email protected] booth # 29 in exhibition area