Maintaining Standards in Agency-Based International Recruitment - Region XI

Maintaining Standards in Agency-Based International Recruitment:

NAFSA Region XIStowe, Vermont

October 23, 2013

Jennifer Wright, Associate Director of Operations and CertificationAmerican International Recruitment Council

Carol L. Mandzik, Director of International Recruitment &Manager of MBA Programs & Internships

The University of Maine 1

Session Goal• To provide information on frameworks that can be used in

assessing best practice in agencies with which you may consider partnering

• To provide information on criteria that can be used by U.S. institutions to access readiness in agency-based recruitment or to improve current operations

Presentation Outline

• Part 1: About standards and best practices

• Part 2: Institutional Criteria in Consideration of International Recruitment

• Part 3: Continuous Improvement and Success When Standards are Applied

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Part 1: About Standards & Best Practices

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Quality Control

• A system for verifying and maintaining a desired level of quality in a product or process, as by planning, continued inspection, and corrective action as required.

• The goals of a quality control system:• Significantly reduce or eliminate errors• Reduce costs• Achieve operating efficiencies and productivity• Maintain integrity of systems, processes, and implementations• Create and maintain an assurance of quality for all stakeholders• Keep moving the organization forward

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Regulatory Frameworks for Agency-Based Recruitment

• Government regulation, ESOS Act, Chinese MOE Licenses• Self regulation, ex: London Statement, Agency Associations,

Federation of Education and Language Consultant Association (FELCA) Code

• Industry Standards, ex: AIRC Certification Standards• ISO 9000: International Organization of Standardization (used in

corporate and educational environments)• Legal and/or State Compliances: applied by Universities in developing

contractsCorporate Guidelines: ICEF - screening of agencies and counselor assessments, PIER counselor training

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U.S. Context For Agency-Based Recruitment

• No federal oversight; • U.S. Commercial Services • U.S. State Department – Education USA • NACAC • SPGP amended in September 2013 to allow the use of commissioned

agents:• U.S. colleges and universities wishing to use commissioned agents to

recruit international students will now be permitted to do so, provided they follow new guidelines to ensure accountability, integrity, and transparency

• AIRC

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AIRC Standards Development

• What are the AIRC Standards and how to make use of them within your own institutional selection processes?• Like any quality standard, AIRC evolved out of a three-

pronged approach:

• Standard Development Committees• AIRC Organizational Structure• Revisions to the Standards

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AIRC Standards

• Standard 1: Organizational Effectiveness• Mission and Purpose Planning• Governance and Ownership• Management, Hiring, Evaluation and Training

Processes• Range of Business Offerings and Offices• Sustainability, Fee and Refund Policies, Handling of

student Financial Aid

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AIRC Standards

• Standard 2: Integrity of the Recruiting Process• Training and Knowledge of the US System• Advertising and Marketing• Respect for Intellectual Property• US Immigration Regulations• Current Institutional Offerings• Accountability for Agents and Sub Agents

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AIRC Standards

• Standard 3: Student and Family Engagement • Written Student Contract• Confidentiality of Records• Communication with Family and Handling of Legal

Minors• Backed Up Promises and Guarantees • U.S. Non-Discrimination Laws• Record Keeping and Student Surveys

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AIRC Standards

• Standard 4: Student and Institutional Engagement • Written Contract• Regular Contact with Partners• Maintain Confidentiality• Authenticity of Documents• Client Satisfaction Surveys• Record Keeping

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AIRC Standards

• Standard 5: Complaints Process • Mechanism for Complaints• Responsive to Complaints

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Application of Standards & AIRC Certification Process

• Accreditation model• Universal background check; • Self Evaluation • Comment Period• Site Review Visit• Review by Independent Certification Board• Continuous Improvement, disciplinary action, re-

certification

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Other Quality Control Tests

• Institutional readiness• AIRC Best Practices • Accuracy in Marketing• Transparent Student Recruitment Process• Commitment to Proper Student Support Services• Engaged and Strategic Agent Management

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Examples of Institutional Developed Standards

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Example – Benefits of Agency-Based Recruitment

Green River Success• Works only with reputable educational advisory agents

who understand the benefits of 2+2 academic transfer. This benefits students, their parents, agencies and the College.

• Green River staff visit top agencies twice a year

• Agency officials visit the college once a year

• Ensures active agents are intimately familiar with Green River quality systems and culture

• Works through agents to ensure parents are involved in

their students’ experience. This increases support and accountability to make them more successful.

• The college and its agents also develop partner-school relationships - both high schools and universities.

The University of Maine

• Diversification of agencies used for recruitment• Caps on aggregate amount paid to each agent• Minimums and maximums allowed for fee payments• Limitation on contractual term• Justification for such use of agency• Not restricted to AIRC certified agency but encouraged• Agency contract with institution reflects quality standards and both

share responsibility in maintaining such standards• Both parties agree to conduct ongoing review to ensure quality

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Institutional Engagement

• Standard 4.1.1: • “There is a written legal relationship in the form of a contract or

agreement which clearly states the nature of the partnership, scope of respective roles and responsibilities, quality assurance measures to be implemented and method of monitoring the contractual obligations (such as an annual report to the institution on the results of recruitment practices or other mutually agreed stipulations). “

• Thus, the imperativeness of a highly detailed institutional-agency contract cannot be understated.

• Additionally, the continuous monitoring of activities of both institution and agency are what drive constant improvement and quality.

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Example of Agency-Based Contract:Essential Components

• Examples:• Specifications of Work: Both parties agree to conduct business as

described below. • Routinely provide University promotional materials such as catalogs, tuition

cost and housing information, brochures, international applications, and relevant items to the Contractor, at no charge. (Standard 4.1.2)

• Ensure that all admission application material in paper and digital form are accurate, current, and clearly available to the agent, its staff members, and prospective students. (Standard 2.2)

• Notify the University promptly of any new branch offices, substantive changes within existing offices, closing of any offices, and/or changes in personnel. (Standard 2.7.3)

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Example of Agency-Based Contract:Essential Components

• Periodically consult the University/Contractor to review progress of recruitment and marketing strategies to ensure quality. (Standard 1.1.2)

• Conduct annually*, two weeks after the close of the spring semester, an enrollment management meeting that includes but is not limited to: acceptance rates, graduation rates, retention rates, recruitment goals.

• *Incorporate what works for your institution: quarterly, semester, at close of academic year.

• Ensures that staff members working in the capacity of pre- and post-enrollment are qualified, trained, and knowledgeable of UMaine admission standards. (Standard 1)

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Example of Agency-Based Contract:Essential Components

• The Contractor is committed to providing the University with applicants who are deemed to be worthy for consideration of admission and whose application materials are vetted by the Contractor and properly attested to be authentic. (Standard 4.1.4)

• The UMaine MBA office agrees to providing on-site or online training of the agency’s staff regarding the University’s admission standards, and advise on course transfer equivalency. (Standard 1.3.2)

• Both parties are committed to knowledge sharing through regular communication and common professional training and development forums such as NAFSA. (Standard 1)

• (Standard 1.5.2) University shall compensate the Contractor a service fee of $2,500 USD per student (with a maximum of 10 students annually) directly recruited and processed through Litz USA Student Services, Ltd. to an undergraduate or graduate degree program for the Fall or Spring semester.

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Example of Agency-Based Contract:Essential Components

• Intellectual Property: Any information and/or material, finished or unfinished, produced in performance of this Contract, and all of the rights pertaining thereto, are the property of the University and shall be turned over to the University immediately upon request. (Standard 2)

• Record Keeping, Audit and Inspection of Records: The Contractor shall maintain records and other compilations of data pertaining to the requirements of the Contract to the extent and in such detail as shall properly substantiate claims for payment under the Contract. (Standard 4.1.1)

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Key Points

• Select an agency that has shared values and priorities• Relationships are hard work – nurture them!• Examples:• If retention is a high priority, build this into the contract via routine

review of retention objectives while concurrently focusing on marketing institution as having a high quality of life for students

• If personal service is a value on campus, build rapport with smaller agencies that have lesser sized recruitment bases but focus on relationships (student and institutional)

• Take a look at the • Aim to build goodwill in the contractual relationship• If absent AIRC, adopt quality standards that may already exist: ISO, Ministry

of Education, internal assessment plan, accreditation, etc. to help develop a framework of reference

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Part 2: Institutional Criteria in Consideration of International Recruitment

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Campus Readiness Checklist

• Under an Agency-Based Recruitment Plan, develop an internal checklist regarding internationalization:

• Perceptions on campus• Perceptions on campus and educating campus leaders and staff

• Desire to increase diversity in int’l student population?• Desire to bring students into specific departments?• Well-selected agencies can help meet these goals

• Staffing levels and training and development needed• Identified target markets • Is campus infrastructure ready for increased international recruitment?• What types of incentives do you have for international students to attend your

campus?• What type of university profile/branding will you market?• Capacity for international students within enrollment management plan• Review internal capacity to add an agency network

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Review your Institution’s Programs

• Are there any seat capacity issues?• Are there departments more enthusiastic about internationalization

than others?• Are there any individual accreditation or tighter controls in certain

departments that add to the complexity of recruitment (i.e., AACSB) for you and/or your agency

• Can you assess the impact of diversification on a particular student body?

• Market match-majors, countries, and levels • ESL requirements for variety of degree programs

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Developing an Agency-Based Recruitment Plan

• Considerations:

• Does the campus allow for agency procurement?• Cost vs. benefit analysis• Capacity of the international office to work with agencies• Any entry barriers to existing market territories; i.e., are certain parts of the globe

not conducive to robust recruitment of students for your campus?• Are there agencies who specialize in certain degree program recruitment?

• Integration of the agency plan with overall international recruitment plan • How will this impact your processes, procedures, staffing?• Who will be responsible for interfacing with agencies? • How will you handle the increased level of administrative supervision needed for

agency recruitment plan?• How will you evaluate the agency’s performance?• How quickly can you turn around an application? • How do you evaluate international credentials?

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Investigate Possibilities

• Is there a minimum level of collaboration expected from the agency (fairs and sessions in country)? • How is the inquiry contact information handled? • How do I find the right international recruitment agency

for my institution? • Where to find agencies? • Would you require AIRC Certification or other

qualification?

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Part 3: Continuous Improvement and Success when Standards are Applied

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Continuous Improvement

• Continuous improvement is a component of best practice • How does an institution measure success?• Among many ways:• Collecting student feedback• Yield success of agency-recruited students• Data on % of increases in student placements, numbers and

diversity of international students• Retention rates of international students

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The Contract as a Standard Bearer

• General scope of services • Length of agreement • Termination or separation

conditions • Commission terms,

withdrawal/refund terms • Dispute resolution process • Payment process • Recognition of agency status

(certificate of representation)

• Marketing/publication issues • Legalities (liabilities) • Placement policies or

conditions • Application/enrollment

processes • Designated contact person • Training and support

expectation • Transparency (website and

publications)35

Agency Based Recruitment

• Tips for Choosing an Agency:• Check university referrals• Track record of students who attended your university from agency• Establish acceptance levels

• Example: 30%, 50%, 75% retention rate from agency – what is your campus’ target goal?• Tracking record of alumni of your campus who came through particular agencies• Track record of students, majors selected for • Ask for mission statement• Anticipate problems before they start – because they will occur

• Are you willing to work to restore relations?• Have you identified why, for example, retention rates are poor from this agency?• Is the agency the right fit, for the right reasons, for your campus?• Does the agency recruit in the areas that you are seeking to diversify?

• Review prior applications at your campus – are they in good order by agency?• Interview current students on campus from agency(ies). Identify strengths and challenges

faced by students• Open up communications beyond email• Do a site visit / invite the agent to your campus or, broaden it to your system• Periodically check agency website (and your own) – ensure all information is correct

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Testimonials of Student Recruitment Success as a Result of Incorporating Quality Standards

• “Agency recruitment is an important part of what we do and responsible for a significant tuition revenue stream into the university (probably about $3 million, and with no scholarships or other discounts).”

• “Significantly our success (including managing our relationships with only the best agents) has caught the attention of many on our campus, and a "believer" of the last free years includes our VP of enrollment management.”

• “We gauge our (significant, for our size) agent-based graduate enrollment in the management school as 98% successful), and our international, and domestic students, alike, prosper, and it greatly enriches our entire campus (and regional) community.”

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Q & A Time

• Thank you and best wishes for many successful years of recruitment!

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