Post on 18-Nov-2014
description
The ICEF North America Workshop - Toronto
Engaging Relationships – Best Practices in Sustainable Recruitment Partnerships
Engaging Relationships – Best Practices in Sustainable Recruitment Partnerships
Uri Carnat Director – Client Relations and Business Development (Canada)
Topics
• Assumptions and premises • Brief Introduction to IDP • Contracts • On-boarding • Data processes • Communications • Sharing market data and support through geopolitical shifts
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Assumptions and Premises (I)
CASCADE OF THIS DISCUSSION • Recruitment partners (agents) play an important role in
international education • Good agents and good schools are motivated foremost by their
commitment to the well-being and success of their students • This commitment is best actualized when both parties
understand their roles • Students are best-served when expectations of student,
recruiter, and school are appropriately set and understood. • This is ensured by a successful relationship between
schools and agents
• How are these healthy relationships made and maintained?
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Assumptions and Premises (II)
YOU • Represent (for the most part) educational institutions
• Currently work with recruitment partners
• Know where to find them (ICEF)
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Assumptions and Premises (III)
THIS PRESENTATION • Not about research on why students use agents • Not data-driven on the use of agents around the world • Not measuring adoption trends in the public sector in Canada • Not about international standards-setting with respect to
working with agents • Experienced-based presentation on good relationship-building
practices based on time spent sitting on both sides of the ICEF table
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IDP places students in English-speaking destinations
SOURCE REGIONS Australasia South East Asia North Asia South Asia Middle East
COUNTRY DESTINATION Australia New Zealand USA Canada United Kingdom
Australasia
North Asia
South East Asia
South Asia
Middle East
Australia
New Zealand
United Kingdom
USA
Canada
IDP OFFICE LOCATIONS Australia Azerbaijan Bahrain Bangladesh Cambodia China Egypt Germany Hong Kong Jordan India Indonesia Korea (South) Kuwait Libya Malaysia Mauritius New Caledonia Oman Philippines Saudi Arabia Singapore Sri Lanka Taiwan Thailand Turkey United Arab Emirates Vietnam
IDP:IELTS runs English-language tests globally
IDP IELTS Locations Australia Argentina Bangladesh Cambodia Canada Colombia Fiji Hong Kong India Indonesia Iran Kazakhstan Kenya Korea Kuwait Laos Libya Malaysia Mauritius Mexico Nepal Netherlands
New Caledonia New Zealand Oman Pakistan Papua New Guinea Philippines Qatar Russia Singapore Solomon Islands South Africa Sri Lanka Taiwan Thailand Timor Leste Tonga Ukraine United Arab Emirates United States of America Vanuatu Vietnam
edoniaand
ew Guineaes
eIslandsica
•114 test centres and 200 test sites
• In total, IDP and British Council manage 500+ test centres and 800 locations • 1.9 million tests in 2012
Global IELTS
South-East Asian Language Schools
English Language Teaching
IDP runs leading English Language schools in Vietnam, Cambodia and Thailand
Over 10,000 students per year graduate from an IDP Language School
IDP is one of the largest international education events companies
Events IDP runs over 150 educational events around the world and brings students and institutions together
IDP co-hosts the Australian International Education Conference (AIEC), a leading conference for international education professionals
IDP organises an international ESOL conference, CamTESOL, held annually in Cambodia
IDP’s journey to understand the student experience
Outcomes and Impacts of
International Education:
International Student to Graduate (2008)
IDP Customer Value Analysis (2008)
IDP Brand Positioning Research (2009-10)
Buyer behaviour of active prospects,
current students and alumni (2009)
International Student Attitudes - One year
on from the 2009 Buyer Behaviour study
(2010)
IDP Student Buyer Behaviour across the
main English Speaking Destination Countries
(2012)
IDP Student Satisfaction
(every 6 months)
Relationship Management: Contracts (I)
• Don’t define day-to-day relationships
• Result can be contracts that are treated with not enough seriousness
• Either signed without enough attention by both sides as to how the responsibilities will be fulfilled
• Or institutional contracts without flexibility or clarified institutional amendment pathways.
Relationship Management: Contracts (II)
• Exclusivities
• Intellectual property clauses
• Amendment clauses
• Renewals process
• Affiliates and Sub-Agents
• Payment procedures
• Indemnifications and Liability limits
• Taking into account the different levels of exposure
Relationship Management: On-boarding
UNDERSTAND • How your information is housed with your agent partner • How counsellors use and access this information? • Who from your institution is responsible for providing this
information • Demonstrations of the student-counsellor experience using
your information • What is the cyclical update process? • What is the ongoing verification system that your information
is being used accurately? • Alignment of recruiter and school orientations
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Relationship Management: Data Processing Cascade
Common Issues
• Manner in which applications are submitted
• Flexibility on both sides
• Provincial systems for public, post-secondary registrations
• Visibility on recruitment steps before students enrol
• Cancellations
• Systems for documenting cancellations – why and for whom?
• Privacy documents standards
Relationship Management: Communications
• Have you defined an annual communication cycle for your
agencies? • Have they defined one for you? • Components include:
• Clarification of responsibilities within the institution • Program updates • Ongoing re-training
• Meeting schedules – virtual and in-person • In-country representation • Student-services feedback • Strong communications = strong relationships
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Relationship Management: Strategic Planning
• Part of the annual communication cycle
• Standardized for all partners
• Summary of the previous year’s work
• Future expectations
• Shared marketing plans
• Market information
• Financial-year planning cycles
Relationship Management: Regional Issues and Geopolitical Shifts
• Series of opportunities and vulnerabilities
• Schools and agents are differently exposed
• Sharing emerging trends
• Program Interest
• Destination changes
• Emerging Destinations
• Steady Regional Issues: Hong Kong, Venezuela
• Shifts: Korea, Libya, India, Taiwan
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Summary
• Value or need in using recruitment partners
• Shared values with respect to student welfare and success
• This relationship has a life-cycle, both linear and circular
• Some key stages – contracts, on-boarding, data-processes,
communications, and the sharing of market data
• Relationships as time-intensive investments
• Benefits shared by all, especially and ultimately our students
Engaging Relationships – Best Practices in Sustainable Recruitment Partnerships
Uri Carnat Director – Client Relations and Business Development (Canada)