MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country...

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MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director

Transcript of MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country...

Page 1: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

MIKIF2013: Key Success Factors in International Student Recruitment

Christine Faugoo Country Director

Page 2: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

Agenda

• IDP Education

• Global industry trends

• International student buyer behaviour

• Key success factors in international student recruitment

Page 3: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

IDP Education

Page 4: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

IDP places students in English speaking destinations

SOURCE REGIONSAustralasiaSouth East AsiaNorth AsiaSouth AsiaMiddle East

COUNTRY DESTINATIONAustraliaNew ZealandUSACanadaUnited Kingdom

Australasia

North Asia

South East Asia

South Asia

Middle East

Australia

New Zealand

United Kingdom

USA

CanadaIDP OFFICE LOCATIONSAustraliaAzerbaijanBahrainBangladeshCambodiaChinaEgyptGermanyHong KongJordanIndiaIndonesiaKorea (South)KuwaitLibyaMalaysiaMauritiusNew CaledoniaOmanPhilippinesSaudi ArabiaSingaporeSri LankaTaiwanThailandTurkeyUnited Arab EmiratesVietnam

Page 5: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

IELTS runs English language tests globally

IDP IELTS LocationsAustraliaArgentinaBangladeshCambodiaCanadaColombiaFijiHong KongIndiaIndonesiaIranKazakhstanKenyaKoreaKuwaitLaosLibyaMalaysiaMauritiusMexicoNepalNetherlands

New CaledoniaNew ZealandOmanPakistanPapua New GuineaPhilippinesQatarRussiaSingaporeSolomon IslandsSouth AfricaSri LankaTaiwanThailandTimor LesteTongaUkraineUnited Arab EmiratesUnited States of AmericaVanuatuVietnam

Page 6: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

Market trends

Page 7: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011e 2012e 2013e 2014e 2015e 2016e 2017e 2018e 2019e 2020e

Mill

ion

s o

f e

nro

lme

nts

7Source: OECD (2012), Education at a Glance 2012: OECD Indicators, OECD Publishing.

International Student Enrolments: 2000-2010

International Student Enrolments: 2000-2010

UNESCO estimates (2009)

Steady growth in international student flows likely to continue

International Student Enrolments:Future global estimates

International Student Enrolments:Future global estimates

OECD estimates (2009)

CAGR = 5.4%

Increased demand for international education is forecasted over next decade

Most forecasts still estimate a CAGR range between 3% and 5% which means somewhere between 5 million and 7 million tertiary students will be enrolled outside their

country of citizenship by 2020

CAGR = 3.0%

In 2010, more than 4.1 million tertiary students enrolled outside their country of citizenship - a CAGR of 7.1% since 2000

Commercial in Confidence 2013

Page 8: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

Student decision making, preferences& perceptions

Page 9: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

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)

Page 10: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

IDP International Student Buyer Behavior Research

~ August 2012 ~Consideration set,

country perceptions, influencers,

information sources – traditional and digital

Key factors and preferences, impact of rankings, social media and social networking

Expectations versus Satisfaction

Need Recognition & Problem Awareness

Information Search

Evaluation ofAlternatives

Purchase

Post Purchase Evaluation

HOT

OFF THE

PRESS...

Page 11: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

How do students choose where to study?

Driven By:• Personal Interest• Employment outcomes• Affordability

Driven By:• International recognition• Quality of Education• Home country recognition• Destination employment

opportunities• Affordability

Driven By:• Rankings & reputation• Affordable fees• International recognition• Course structure

COURSEFirst factor decided

COUNTRYSecond factor decided

INSTITUTIONUsually third factor decided

11Commercial in Confidence 2013

Page 12: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

LeaderCAN

LeaderUS

LeaderCAN

LeaderAUS, US,

CAN

LeaderCAN, AUS

UK

Australia

US

Canada

Affordable

Quality of education

Safe

Graduate employment opportunities

Government student visa requirements/ policies

• Students were asked to rate their perception of the main English speaking countries on:• Students were asked to rate their perception of the main English speaking countries on:

Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

Student perceptions

Worst Best

Page 13: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

Key drivers of destination choice

13Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

4%

4%

4%

4%

4%

4%

5%

5%

6%

7%

10%

11%

16%

16%

Ease of obtaining a student visa

Family / friends living or studying in country

Institution location

Lifestyle

Distance from home country

Ability to work part-time

Migration/ PR opportunities

Availability of scholarships

Safety

Affordability

Post study work opportunities in study country

Home country recognition of qualification

Quality of education

International recognition of qualification

All students

Page 14: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

Key drivers of institution choice

14

International ranking/ reputation of the institution#1ChinaIndia Middle East Singapore

Key secondary driver: City location of the institutionKey secondary driver: City location of the institution

Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

Malaysia

International recognition by

potential employer

International recognition by

potential employer

International recognition by

potential employer

International recognition by

potential employer

International recognition by

potential employer

Attractive course structure/

content

Attractive course structure/ content

Attractive course structure/ content

Attractive course structure/ content

Attractive course structure/

content

Affordable course/ tuition fees

Affordable course/ tuition fees

Affordable course/ tuition fees

Affordable course/ tuition

fees

#2

#3

#4

Page 15: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

www.idp.com

Social media and its influence

Source: IDP Buyer Behaviour Research, Forethought Research, April and August 2012

Majority of students have an active social media account

Majority of students have an active social media account

Social networking

Micro blogging

Instant messaging

Social media’s influence on decision to study overseas

Social media’s influence on decision to study overseas

Key influences via social media:

• Overseas education institution profiles

• Other overseas students’ profiles

• Suggestions from family and/or friends

13%

27%

27%

31%

61%

Singapore

Malaysia

Middle East

India

China

% Influenced95% 91% 91% 89%79%

Malaysia Singapore India China Middle East

Page 16: MIKIF2013: Key Success Factors in International Student Recruitment Christine Faugoo Country Director.

Thank you, Merci !

[email protected]