NAFSA GS-013: Cyber Recruitment 20081 Cyber Recruitment NAFSA Annual Conference | 29 May 2008 Martin...
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Transcript of NAFSA GS-013: Cyber Recruitment 20081 Cyber Recruitment NAFSA Annual Conference | 29 May 2008 Martin...
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NAFSA GS-013: Cyber Recruitment 2008 1
Cyber RecruitmentNAFSA Annual Conference | 29 May
2008
Martin Bennett, Ball State [email protected]
Cheryl Darrup-Boychuck, USjournal.com [email protected]
Viktar Khotsim, educationUSA [email protected]
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NAFSA GS-013: Cyber Recruitment 2008 2
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 to help us all
grow
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NAFSA GS-013: Cyber Recruitment 2008 3
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.
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NAFSA GS-013: Cyber Recruitment 2008 4
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NAFSA GS-013: Cyber Recruitment 2008 5
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NAFSA GS-013: Cyber Recruitment 2008 6
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NAFSA GS-013: Cyber Recruitment 2008 7
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NAFSA GS-013: Cyber Recruitment 2008 9
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NAFSA GS-013: Cyber Recruitment 2008 10
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…)
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NAFSA GS-013: Cyber Recruitment 2008 11
Global Statistics to ConsiderIn 2008, the Internet will be more
frequently accessed on mobile phones than on PCs (Personal Computers).
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.
There are twice as many people using SMS (TXT) than e-mail.
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NAFSA GS-013: Cyber Recruitment 2008 12
Direct Online Funds Verificationfrom the Student’s / Sponsor’s
Bank
Primary Objectives:
1. To minimize the incidences of fraudulent bank statements
2. To verify funds much earlier in the admissions process
3. To complement current practices (and U.S. law) which verify funds much later in the process
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NAFSA GS-013: Cyber Recruitment 2008 13
http://vco-edusa.net
Advising Without Borders!
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NAFSA GS-013: Cyber Recruitment 2008 14
VCO: New tool for advisers and prospective students
Not a substitute for individual advisingCover regions without EACsOriented for new audienceTraining model for beginning level advisers
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NAFSA GS-013: Cyber Recruitment 2008 15
VCO project nowTeam of 36 advisers from 21 countrySeven templates1000 IP`s daily7800 incoming questions5219 subscribersOne hit per secondExtension to the two new language versionsThe VCO on-line consulting techniqueSupported by one tech specialist
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NAFSA GS-013: Cyber Recruitment 2008 16
VCO: How it works
Team-based operationDynamic multilingual contentSimple and unified structureWeb template methodVCO on-line consulting technique (2008)
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NAFSA GS-013: Cyber Recruitment 2008 17
EnglishCC
RussianCC
ArabicCC
SpanishCC
ChineseCC
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NAFSA GS-013: Cyber Recruitment 2008 18
Virtual Consulting Service: Challenges
Many general questionsTakes too much timeRepeating InappropriateProvocativeAdvertisementsSPAM
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NAFSA GS-013: Cyber Recruitment 2008 19
Objectives:
To develop a classification of incoming questions and, accordingly, to prepare a set of concrete
recommendations.
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NAFSA GS-013: Cyber Recruitment 2008 20
Expected results
Saving time for VCO team membersIncrease of professionalism in consulting serviceUse this methodology for training of new VCO
team membersTry to implement this consulting technique for
telephone and e-mail consultations
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NAFSA GS-013: Cyber Recruitment 2008 21
Classification of incoming questions
Very basic Labor-intensive Concrete Miscellaneous
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NAFSA GS-013: Cyber Recruitment 2008 22
Very basic questions
75% of all incoming questionsStudent never been to EACNew and underserved category of our potential
clientsJust curious about education in the USA
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NAFSA GS-013: Cyber Recruitment 2008 23
Example of incoming questions:very basic
Location: Uzbekistan. E-mail: [email protected]. I want to study In USA. What I should do about
this ?
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NAFSA GS-013: Cyber Recruitment 2008 24
Very basic questions: recommendations
Inspirational sentenceSimple and brief explanation of the application
processUse of template answersReferring to the nearest EducationUSA center
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NAFSA GS-013: Cyber Recruitment 2008 25
Labor-intensive questions
15% of total questionsA prospective student who finally decided to
take the first step in the application processA prospective student who somewhere heard
about this opportunity and is wondering where to begin
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NAFSA GS-013: Cyber Recruitment 2008 26
Example of incoming questions:labor-intensive
Location: Mongolia. E-mail: [email protected].
Please give me information about top universities in computer science in California and amount of financial aid in them
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NAFSA GS-013: Cyber Recruitment 2008 27
Labor-intensive questions: recommendations
Avoid “digging too deep” when answering questionInstead of doing search for student show only
direction where to find the answer (directing answer)
Present direct link or contact information
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NAFSA GS-013: Cyber Recruitment 2008 28
Concrete questions
5% of total questions Coming from students who are in the active phase of the
application process Requires a “tailored” answerAllow advisers to demonstrate expertise in a certain fieldDoesn't require too much time A collection of concrete questions is the most valuable
part of the question archive of the project.
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NAFSA GS-013: Cyber Recruitment 2008 29
Example of incoming questions:concrete Country: United Arab Emirates E-mail: [email protected]
Question:What is the difference between online studies and distance studies?
Thanks
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NAFSA GS-013: Cyber Recruitment 2008 30
Miscellaneous questions
5% of total questionsIs a typical side effect of all online interactive
toolsCan be divided into three types: advertisements,
inappropriate, provocativeMust be deleted from the Administrative Center
without answering
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NAFSA GS-013: Cyber Recruitment 2008 31
VCO Consulting Service: Summary of the Structure of Answers
1. Inspirational sentence2. Body of the answer:template for “very basic” questionsdirecting for “labor-intensive” questionstailored for “concrete” questions 3. Call to action sentence (invitation)
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NAFSA GS-013: Cyber Recruitment 2008 32
Expected results
Saving time for VCO team membersIncrease of professionalism in consulting serviceUse this methodology for training of new VCO
team membersTry to implement this consulting technique for
telephone and e-mail consultations
![Page 33: NAFSA GS-013: Cyber Recruitment 20081 Cyber Recruitment NAFSA Annual Conference | 29 May 2008 Martin Bennett, Ball State University mabennett@bsu.edu Cheryl.](https://reader037.fdocuments.in/reader037/viewer/2022103005/56649e495503460f94b3c7f5/html5/thumbnails/33.jpg)
NAFSA GS-013: Cyber Recruitment 2008 33
VCO and US educational institutions
Refer interested applicants with questions not specific to US 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
Locate the VCO banner on your website
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NAFSA GS-013: Cyber Recruitment 2008 34
Advising Without Borders!
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NAFSA GS-013: Cyber Recruitment 2008 35
Key IssuesHow 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?
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NAFSA GS-013: Cyber Recruitment 2008 36
International Website Basics 101:What do you have to have?
Focus groups with your current internationalsReview 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
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NAFSA GS-013: Cyber Recruitment 2008 37
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 mustLook into in-house or third-party chats Develop a web-based status check for
applicantsOffer video interviews to departments admitting
GA/TAs (Skype, Live Messenger, DVC)
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NAFSA GS-013: Cyber Recruitment 2008 38
Admitted to Enrolled: Be Proactive
ChatsEmails to accepted studentsOnline forms to confirm enrollmentArrival Info – Transportation to campusInfo about what to bring, health
insurance, and other issues typically raised at orientation
Things to do in the communityOrientation schedules
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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
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(insert video clip here)
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NAFSA GS-013: Cyber Recruitment 2008 41
Chat Products
• Group Chats
• Online Chats with EducationUSA Centers
• Instant Chats
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NAFSA GS-013: Cyber Recruitment 2008 42
Social Networking SitesCountry-specific networksWorldwide options (MySpace,
Facebook, etc.)How to use these networks: Signing up,
configuring appropriate privacy settingsWhat you can do: Advertising, posting
electronic resourcesExample of use: Destination Indiana
Facebook group
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NAFSA GS-013: Cyber Recruitment 2008 43
Continue the Conversation via
NAFSA’s M&R NetworkGo 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
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Cyber RecruitmentNAFSA Annual Conference | 29 May
2008
Martin Bennett, Ball State [email protected]
Cheryl Darrup-Boychuck, USjournal.com [email protected]
Viktar Khotsim, educationUSA [email protected]