Key success factors inInternational Student Recruitment

Presented by Christine Whittaker

www.mikif.com

INTRODUCTION• International Education Link, better known as,

Edulink, is a student recruitment company. • The company operates out of Johannesburg, South

Africa and recruits throughout the SADC region.• The company’s background spans 24 years of

trading, marketing and recruitment activities in and out of Africa beyond the globe to many partners.

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OUR GLOBAL PARTNERS

• England, Scotland and Wales - Highly ranked Universities and Colleges• Ireland - Medicine School• Canada – Universities and High Schools• USA – Foundation Colleges and Universities• Dubai – Modern University linked to Highly ranked Scottish University• Hungary – Medicine School• Cyprus – Affordable University• South Africa – A Level Colleges, International High Schools with boarding

facilities, Flying Schools• Le Cordon Bleu Schools – Worldwide

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AFRICAN MARKETSome Statistics about this Market:• The population of Africa

has grown exponentially over the past century, and consequently shows a large youth bulge, more than 40% of Africa’s population is under the age of 15 and this is our growing market!

• Education is vital to grow and sustain the development of the African continent.

• The population doubled in the period 1982–2009 and quadrupled from 1955–2009, according to United Nations estimates

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SADC - MARKET SIZE AND POTENTIAL / SOME ASTOUNDING FACTS...

THE SADC REGION This region offers huge potential and boasts a population of 237million which is far greater than the population of West and East Africa combined. When observing the map above, you will be able to appreciate the sheer size of the SADC region.

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THE SADC REGION IS VERY DIVERSE AND IS MADE UP OF MANY DIFFERENT CULTURES

This diversity stems from colonial days, and besides the local dialects spoken the main languages of communication are:• Angola – Portuguese• Namibian – German, English and Afrikaans• Botswana – English• Zimbabwe – English • Zambia – English• DRC – French and English• Malawi – English• Tanzania – English• Mozambique – Portuguese and English• Swaziland – English• Lesotho – English• South Africa – English, AfrikaansOur marketing teams are able to relate to all these various cultures

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UNDERSTANDING THE MARKETThe market is diverse• Understand what your target student

market requires- affordability and good academic teaching

• Understand what your tertiary institutions can offer.

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KEY ELEMENTS TO PROVIDE TO STUDENTS - INSTITUTION WISE....• A mixed selection of institutes globally which offer a selection of

study styles, courses and destinations to cater to all students needs

• Not every students is an academic and include institutions which offer a lower entry criteria, i.e. colleges and foundation colleges

• Highly ranked universities are always a strong draw card and add credibility

• Affordability is important – include affordable institutes in the portfolio

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STUDENT SUPPORT IT IS IMPERATIVE THAT STUDENTS ARE OFFERED A FULL SUPPORT SERVICE

1. Free counselling to students and parents – most importantly it is parents who will be funding the studies and whose concern it is for the student’s safety and correct study choice.

2. Treat every student personally and make them feel important – a university choice is probably the first most important decision a student will make

3. Assistance with student loans and scholarships where possible4. Assistance with visas5. Assistance with travel plans6. Orientation – crucial – this is a new experience for students7. Keep in contact with your students to ensure they have settled in well, the

student liaison role is key, as happy students are your best ambassadors8. Graduate employment links to students once they have graduated

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STAFF

• Create a work team who relate well to students and understand your brand

• Include a cross culture in your team so that all students can identify with them

• A young dynamic recruitment and marketing team is key – they will make the application process appealing to prospective students

• Team spirit amongst your staff is crucial• Engage a Student Liaison Officer to support students in the

application process and beyond

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MARKETING TOOLS

• Social media marketing is the new trend– take your marketing to your student’s level

• Make the application process a fun and rewarding experience to students

• Provide creative marketing material• “Give to Get” – prizes,

competitions, quizzes, study aids

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ENGAGE YOUR TEACHERS

1. Develop a strong bond with your teachers – they deal with your prospective students each day and form a strong referral source

2. Train your teachers3. Engage your teachers in new developments 4. Send out newsletters to your teachers5. Reward your teachers – outings and pamper

days

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CREATE AWARENESS TO YOUR BRAND

• Advertise • Hold promotions • Run presentations at schools• Attend all School Career Days• Marketing teams to be constantly out in

the marketplace

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STRATEGIC PARTNERS

Engaging a strong working relationship with strategic partners is crucial• Schools• Ministries of Education in countries targeted• Banks – to provide student loans• Providers of scholarships• Visas - Border Control Agencies

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BACK OFFICE SUPPORT

A strong back office is crucial to your success and to ensure that student’s applications are dealt with promptly, efficiently and professionally

• Competent admission staff• Visa assistance and travel assistance support

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KEEP IN CONTACT WITH STUDENTS ABROAD

• Keep in touch with your students regularly• Remember them on their birthday and at special

holiday times, this is the time they might get homesick. A happy email is always welcomed!

• Appoint a SADC Student President at universities you work with to provide student welfare

• Ask students for their news and latest photos and post these on your website for new potential students to view

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GRADUATE SUPPORT

• Link up with large multinational companies who scout for promising graduates and create a link for students to gain employment once they have graduated.

• Develop and engage your alumni market – this is one of your most valuable recruitment aids.

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MOST IMPORTANTLY !

• To be truly successful, run your operation as a commercially driven business, strategize and think globally

• Be passionate about the vision for your business

“There is no passion to be found playing small – in settling for a life that is less than the one you are capable of living” – Nelson Mandela

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GIVE BACK TO YOUR COMMUNITY, YOUR COUNTRY AND WATCH IT GROW!

Education forms the vital foundation to build our countries on...

“If you are planning for a year – plant a crop, If you are planning for a decade – plant trees,

If you are planning for a century – educate people”

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THANK YOU

• Hope you have found this presentation interesting

• It has been a pleasure sharing it with you

Phone: +27 11 442 9101/2

+27 11 442 9131/2Email: mail@int-edulink.co.za

www.int-edulink.co.za