NAFSA Annual Conference | 29 May 2008 · The VCO on-line consulting technique ... (MySpace,...

NAFSA GS-013: Cyber Recruitment 2008 1

Cyber Recruitment

NAFSA Annual Conference | 29 May 2008

Cheryl Darrup-Boychuck, USjournal.com

[email protected]

Viktar Khotsim, educationUSA

[email protected]

Martin Bennett, Ball State University

[email protected]


Effective Use of Technology for a Dynamic Demographic

We hope to help you:

• Become tech-literate not a techie

• Communicate with students using their preferred tools

• Share success stories


The Digital Divide

• Only 1/5 of the world’s population has regular online connectivity.

• Only 43 countries have an Internet penetration rate of 50% or more; 226 countries do not.

• Advertising online represents an Affluency Filter.


Precision MarketingDesktops and Laptops

• Language (without regard to geographic borders)

• Geography (points of latitude and longitude)

… and Handhelds

• Carrier (NTT DoCoMo in Japan, China Mobile…)

• Device Manufacturer (Nokia, Samsung…)

• Device Capabilities (streaming video…)


Global Statistics to Consider In 2008, the Internet will be more

frequently accessed on mobile phones than on Personal Computers (PCs).

In Japan and Korea, 90 percent of all cell phone users use their device to browse the Internet.

There are three billion cell phone subscribers worldwide (three times the number of PC users), who use their phones at least daily.


http://vco-edusa.net

Advising Without Borders!

http://vco-edusa.net/




VCO Project Now

Team of 36 advisers from 21 countries

Seven templates

1,000 IPs daily

7,800 incoming questions

5,219 subscribers

One hit per second

Extension to the two new language versions

The VCO on-line consulting technique

Supported by one tech specialist


English

CC

Russian

CC

Arabic

CC

Spanish

CC

Chinese

CC


Objective

To develop a classification

of incoming questions and,

accordingly, to prepare

a set of concrete

recommendations.


Classification of incoming questions

• Very basic

• Labor-intensive

• Concrete

• Miscellaneous


Very basic questions

• 75% of all incoming questions

• Student has never been to EAC

• New and under-served category of our potential clients

• Just curious about education in the USA


Very basic questions: Recommendations

• Inspirational sentence

• Simple and brief explanation of the application process

• Use of template answers

• Refer to the nearest EducationUSA Advising Center


Labor-intensive questions• 15% of total questions

• A prospective student who finally decided to take the first step in the application process

• A prospective student who somewhere heard about this opportunity and is wondering where to begin


Labor-intensive questions: Recommendations

• Avoid “digging too deep” when answering question

• Instead of doing search for student, show only direction where to find the answer (directing answer)

• Present direct link or contact information


Concrete Questions5% of total questions

Coming from students who are in the active phase of the application process

Requires a “tailored” answer

Allow advisers to demonstrate expertise in a certain field

Doesn’t require too much time

A collection of concrete questions is the most valuable part of the project’s question archive.


VCO and U.S. Educational Institutions• Refer interested applicants with

questions not specific to a U.S. institution to the VCO web portal

• Let your current students and alumni know that they are welcome to participate in the “forum” and other sections of the VCO project

• Place the VCO banner on your website


http://vco-edusa.net

Advising Without Borders!





Key Issues for UniversitiesHow easy is it to find your site online? How many clicks from your school's homepage? How important is the web in your international

student enrollment plan? How do you respond to prospects electronically? Are you using DVCs? Are you chatting, using videos, or presenting to

parents? Can students check the status of their applications

online?What percentage of your international students apply

online? After admission, what do you do to keep these

students interested?


International Website Basics 101:What do you have to have?

Focus groups with your current internationals

Review of U.S. State Department’s ―How to Have an Internationally Friendly Website‖

School description with costs and housing information

International undergraduate / graduate admissions

Proportion of international students at that university and class profiles

Quotes from international students

Requirements and documents that apply to international students

Visas: Up-to-date information

http://exchanges.state.gov/education/educationusa/intl_web.htm



Prospects to Admitted:Maintain Communication

Change things up every so often — student profiles, video interviews, alum interviews, promotional videos

Send e-mails to prospects when new information is added

Online application form a must

Look into in-house or third-party chats

Develop a web-based status check for applicants

Offer video interviews to departments admitting GA/TAs (Skype, Live Messenger, DVC)


Admitted to Enrolled: Be Proactive

Chats

Emails to accepted students

Online forms to confirm enrollment

Arrival Info – Transportation to campus

Info about what to bring, health insurance, and other issues typically raised at orientation

Things to do in the community

Orientation schedules


DVC (Digital Video Conferences)

Recruitment fairs with state consortia of colleges and universities

Service-topics / on-demand workshops

Local institutions connecting with colleges and universities


(insert video clip here)


Chat Products

• Group Chats

• Online Chats with EducationUSA Centers

• Instant Chats


Social Networking Sites

Country-specific networks

Worldwide options (MySpace, Facebook, etc.)

How to use these networks: Signing up, configuring appropriate privacy settings

What you can do: Advertising, posting electronic resources

Example of use: Destination Indiana Facebookgroup

http://bsu.facebook.com/group.php?gid=7344501257


Facebook Users Worldwide 6th most-trafficked website in the world

2nd most-trafficked social media site in the world

Users In Facebook70 million active (users who have returned to the site in the last 30 days)

people in the United States25,945,340

people in the United Kingdom10,200,200

people in Saudi Arabia223,380

people in Canada9,203,260

people in the United Arab Emirates329,880

people in France1,839,800

people in Australia2,904,760

people in Israel508,820

people in Mexico847,260

people in Egypt711,180

people in Italy325,700

people in Pakistan204,640

people in Switzerland323,500

people in New Zealand350,300


Continue the Conversation viaNAFSA’s M&R Network

Go to http://www.nafsa.org/

• Click Knowledge Community Networks and Resources

• Click Recruitment, Admissions, and Preparation

• Click Marketing and Recruiting

• Click Discussion Forums

• Click The M and R Idea Factory

http://www.nafsa.org/


Cyber Recruitment

NAFSA Annual Conference | 29 May 2008

Cheryl Darrup-Boychuck, USjournal.com

[email protected]

Viktar Khotsim, educationUSA

[email protected]

Martin Bennett, Ball State University

[email protected]

GS-013 at NAFSA 2008 in Washington, DC Martin Bennett Ball State University in Indiana U.S.A.

Cyber Recruitment: Effective Use of Technology for a Dynamic Demographic

Slide Number(s) 1. Co-Presenters: Cheryl Darrup-Boychuck, USjournal.com | Corning, New York | [email protected] Viktar Khotsim, educationUSA | Minsk, Belarus | [email protected] Martin Bennett, Ball State University | Muncie, Indiana | [email protected] 2. We hope to help you become tech-literate not a techie, and communicate with students using their preferred tools. 3-4. The Digital Divide: Only 1.3 billion out of the 6.6 billion people in the world today have regular online Internet access. 5-7. Worldwide Internet Statistics: http://www.InternetWorldStats.com/

Penetration Rates Users Growth, 2000-08

North America 72.20% 243 million 125.20%

Oceana / Australia 56.40% 19 million 151.60%

Europe 46.80% 374 million 256.10%

Latin America / Caribbean 22.10% 127 million 603.40%

Middle East 17.10% 34 million 923.70%

Asia 13.60% 512 million 348.10%

Africa 4.70% 45 million 903.90%

World Average 20.30% n/a 275.40%

8. One Laptop per Child and similar initiatives account for the dramatic growth in developing countries. 9. Internet Usage by Language: http://www.USjournal.com/en/educators/erecruit/08/pie3d.html 10. Precision Marketing on desktops, laptops and handheld devices, by language, geography and other variables. 11. Global Statistics to Consider: In 2008, the Internet is more frequently accessed on mobile phones than on PCs. Source: “Mobile Advertising” by Chetan Sharma, Joe Herzog, and Victor Melfi 12. Near-future Projection: Direct online funds verification will facilitate a paperless student visa application process.

Co-Presenter: Viktar Khotsim, educationUSA | Minsk, Belarus | [email protected] 13. educationUSA Virtual Consulting Office: Advising Without Borders! http://vco-edusa.net 14-15: VCO Project Now: Team of 36 advisers from 21 countries, with 5,219 subscribers, and 7,800 incoming questions 16. Objective: To develop a classification of incoming questions and to prepare a set of concrete recommendations 17. Classification and recommendation of incoming questions: Very basic, labor-intensive, concrete and miscellaneous 18-19. Very basic questions: 75% of all incoming questions Refer to nearest educationUSA Advising Center 20-21. Labor-intensive questions: 15% of questions Present direct link or contact info for students to help themselves 22. Concrete questions: 5% of questions, requiring a “tailored” answer Archive the questions for later use 23-24. VCO and U.S. Educational Institutions:

Refer interested applicants with questions not specific to a U.S. institution to the VCO web portal

Let your current students and alumni know that they are welcome to participate in the “forum” and other sections

Place the VCO banner on your website; contact Viktar Khotsim, [email protected]

mailto:[email protected]



http://www.internetworldstats.com/

http://www.usjournal.com/en/educators/erecruit/08/pie3d.html

http://www.amazon.com/exec/obidos/search-handle-url?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Chetan%20Sharma

http://www.amazon.com/exec/obidos/search-handle-url?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Joe%20Herzog

http://www.amazon.com/exec/obidos/search-handle-url?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Victor%20Melfi




GS-013 at NAFSA 2008 in Washington, DC Martin Bennett Ball State University in Indiana U.S.A.

Co-Presenter: Martin Bennett, Ball State University | Muncie, Indiana | [email protected] 25. Key Issues for Universities

How easy is it to find your site online?

How many clicks from your school's homepage?

How important is the web in your international student enrollment plan?

How do you respond to prospects electronically?

Are you using DVCs (“Digital Video Conferencing”)?

Are you chatting, using videos, or presenting to parents?

Can students check the status of their applications online?

What percentage of your international students apply online?

After admission, what do you do to keep these students interested? 26. International Website Basics 101:

What do you have to have?

Focus groups with your current internationals

Review of U.S. State Department’s “How to Have an Internationally Friendly Website” o http://exchanges.state.gov/education/educationusa/intl_web.htm

School description with costs and housing information

International undergraduate / graduate admissions

Proportion of international students at that university and class profiles

Quotes from international students

Requirements and documents that apply to international students

Visas: Up-to-date information 27. Prospects to Admitted Students:

Maintain communication

Change things up every so often — student profiles, video interviews, alum interviews, promotional videos

Send e-mails to prospects when new information is added

Online application form a must

Look into in-house or third-party chats

Develop a web-based status check for applicants

Offer video interviews to departments admitting GA/TAs (Skype, Live Messenger, DVC) 28. Admitted to Enrolled: Be proactive with chats, e-messages, online confirmations, arrival info, orientation schedules 29-30. DVC (Digital Video Conferences) See example at http://www.DestinationIndiana.org/

Recruitment fairs with state consortia as well as local connections; service-topics / on-demand workshops 31. Chat Products: Group Chats, Online Chats with educationUSA Centers, Instant Chats 32. Social Networking Sites: See example at http://www.facebook.com/group.php?gid=7344501257 Country-specific networks, worldwide options (MySpace, Facebook, etc.), using these resources 33. Continue the Conversation via NAFSA’s Marketing and Recruiting Network http://www.nafsa.org/knowledge_community_network.sec/recruitment_admissions/recruiting_and_marketing/forums Questions and Answer Period

For the full PowerPoint Presentation: http://www.USjournal.com/en/educators/erecruit/08/cyber.ppt



http://www.destinationindiana.org/

http://www.facebook.com/group.php?gid=7344501257

http://www.nafsa.org/knowledge_community_network.sec/recruitment_admissions/recruiting_and_marketing/forums

http://www.usjournal.com/en/educators/erecruit/08/cyber.ppt

NAFSA Annual Conference | 29 May 2008 · The VCO on-line consulting technique ... (MySpace,...

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