International Fair Recruitment: Where do I Begin?

Candice L. Progler, Assistant Director for International Recruitment, Indiana UniversityMichele S. Bowman, Ph.D., ESL Program Director, Cleveland State UniversityRegina Motiejunas, International Admissions Specialist, Cleveland State UniversityChris Sanders, Admissions Counselor, Campbellsville University

International Recruitment: International Recruitment: The ProcessThe Process

• Have an email account set up for international students to ask questions: (international@campbellsville.edu)

• Have one admissions counselor dedicated to handling all international applications, make sure they are familiar with all basic international admissions procedures (i.e. TOEFL scores, SAT, application fee)

International Recruitment: International Recruitment: The ProcessThe Process

• Admissions Referral system

• International Office (PDSO/ DSO) issuance of I-20 with admissions letter and general orientation letter

• Courier service and email to student

• Counsel on SEVIS Fee and VISA appointment through emails

International Connections & Other International Connections & Other Options for RecruitmentOptions for Recruitment

• Education USA and Overseas Educational Advising Centers

• Build partnerships and exchanges with accredited foreign institutions

• Use of Agents: To do or not to do? • Subscribe to international listservs • - inter-1• - FSA-L

• - Recruitment, Admissions, and Preparation Knowledge Community: NAFSA

• International alumni and current students

International Connections & Other International Connections & Other Options for RecruitmentOptions for Recruitment

• Advertisements in print publications and related websites

• College website• Chat rooms, One day a month set a side for IM

Chat, and/or blogs• Letters to inquiries or mailing

Priorities

• Know what your priorities are before choosing your fair or site visit.

• Are you recruiting for the entire university or a particular program?

• Is your goal to get contacts or actual applications during your visit?

Materials

• Be prepared with materials.• Be sure to send enough materials ahead of time, if

possible.• Take some extra in your suitcase in case of delivery

issues.• Be careful about over packing, check with fair

organizers about average attendance or schools about number of students.

• Know your audience. If most students from this area apply to sciences or engineering, don’t overdo the Music Department brochures.

Communication/Advertising

• Keep in contact with the fair organizer or school representative.

• Know what type and how much advertising will be done on your behalf.

Assistants

• Find out if there will be assistants, especially for translation at fairs.

• Ask if you are able to use your own alumni as assistants.

• Consider the possibility of having alumni staff the table at the fair.

Preparation

• Always check on things you need before you leave. For example:

• Check on travel insurance (often available through your school)

• Leave an itinerary and contact information with a few people.

• Leave fair or school contact information with someone in case you cannot be contacted.

StrategiesStrategies

• Understand international student flows: • - What countries are most represented in the

United States?• - What majors are most popular?• Resources:• - International of International Education (IIE)• - Association of International Educators:

(NAFSA)• - Council of International Schools (CIS)

MarketingMarketing

• Applications geared toward an international audience

• -compare and contrast-

• Review and revise recruitment materials

• Place international advertisements with credible organizations

• (i.e. Council for International Schools, Hobson)

• Develop a recruitment plan that fits your needs and budget

MarketingMarketing

• Consult with faculty and departments interested in international education

• Secure funding for travel and participation in recruitment fairs

• On-going commitment

• Student yields are not immediate

Things to Consider when Recruiting

• Travel budget and commitment from institution (3-5 years for brand marketing)

• Where to go depending on priorities (quality, diversity, UG/GR, discipline specific, trends vs. new markets)

• Choosing individual, small group or tour travel OR combination

• Health/safety precautions before and during travel • Travel warnings • Translators/translating materials into local language

Types of Recruitment Tours/Fairs

• Country/Region Specific (eg., IIE, AIEF, AutopistaAmericas, OhAmerica, IEFT, A²)

• Level/Discipline Specific (CIS, MBA Tour, Linden Art and Design)

• Both UG and GR (Linden, AEO/ICE)

• Warning: Keep in mind whether the fair is for only US schools or world-wide

General Benefits of Group Tours

• Tour leaders who are familiar with the country

• Someone else takes care of the logistics

• Contacts with new high schools, offices, universities

• Large fairs to mass audiences/school mini fairs

• Networking with colleagues on tour

• Safety in numbers

Preparation

• Prospect communication/advertising (eVites, websites, newspapers, Education USA centers)

• Outreach to applicants and admitted students in region• Materials (which ones to take, sending materials in

advance)• Assistance (current students, alumni, other staff/faculty

or study abroad participants)• Self preparation (itinerary, insurance, general contact

information, visas, medications, packing, etc.)• Rosters-bring your own contact cards and/or get list

from company

Follow-up

• Personal/mass emails

• Postcards/mailings to students

• Send materials to colleagues

• Thanking booth helpers/alumni/counselors/agents

• Share prospect names with schools/departments

• Reports and reflections (quantitative and/or qualitative)

• Tracking

Thing to Consider when planning to go solo when recruiting

• Target Market• Budget• Travel arrangements, visas, transportation within

the country, etc..• Types of fairs to attend• Outside appointments (High Schools, Colleges,

Universities, Education USA sites, etc..)• Marketing tools• Safety

Types of Recruitment for Individual travel

• Region Specific fairs, Country Specific Fairs, etc…

• Fairs only options

• Multinational fairs vs. country specific or region specific fairs (what to expect)

General Benefits of Individual Travel

• Set your own pace

• Schedule your own appointments

• More laid back

• Focused to suit your universities and programs needs

Problems with Individual Travel

• Logistics

• Safety

• No networking

• Might not be familiar with country and culture

• Do not understand the native language

• Over packing your suitcase

• Fair materials: sending too much or too little

Preparation for Individual Travel

• Keep a country specific database with emails• Prospect communication thru internet• Send materials ahead of time• Alumni support• Marketing materials translated into native language for each stop• Know your schedule and how to get from point to A to point B• Have contact information for specific programs and department

chairs for students• Know your university

• Programs offer in all fields• Requirements • Costs• Ranking

Follow-up from Individual Travel

• Emails

• Mailings to students

• Materials to advising centers, colleagues, high schools, etc…

• Small gift for translator or assistant, appointments, and/or anyone that helped you

• Recruitment Reports

• Have departments contact the prospective students interested in their field of study

QUESTIONS!!!!

THANK YOU!!!!