Presentation on theme: "ERecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck."— Presentation transcript:
eRecruitment Trends, eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck C.E.O. of usjournal.com, LLC Co-Presenter: Jean Z. Frisbie U.S. Department of State
eRecruitment Trends, Overall Trends in Global Recruitment Collaboration among all entities, directing prospective students online: Print / Travel / Alum Sister School Affiliations / Agents ESL and Degree Programs University / Community College Challenge: Coordination of efforts
eRecruitment Trends, EducationUSA Advisers Past: catalogues, view books, videos Now: CD-ROMs, DVDs Future: EducationUSA logo and link
eRecruitment Trends, More EducationUSA Tips for internationally-friendly websites Clear title and link from front page Few graphics Friendly faces Admissions and financial aid information for international students in one spot Contact person and address
eRecruitment Trends, General Online Uses Students in the NetGeneration (prospects born digital, after 1982) expect more personalized attention, because they know what is available to them. Caution: Consider privacy issues in different cultures.
eRecruitment Trends, Personal Responses to Inquiries Ultimate Scenario: All students complete a form for effective, automatic filtering – especially with regard to financial capabilities. Reality: Some cultures are wary about supplying personal data via online forms.
eRecruitment Trends, Student Preferences 22% - Complete an online form 31% - 14% - Chat online 8% - Text messages 10% - Telephone Conversations 15% - Meet international admissions counselors in person source: usjournal.com student survey, May 2004
eRecruitment Trends, Communication Plan Most campuses have one, triggering numerous messages. Caution: CAN SPAM Legislation o Student must volunteer personal info o Sender must include mailing address o Sender must respect opt-out
eRecruitment Trends, Basis of a Students Admissions Decision Then: Word-of-Mouth, in close proximity Now: Word-of-Mouse; no geographic limitations Valuable Resource: Todd Davis Atlas of Student Mobility
eRecruitment Trends, Accountability for Marketing Efforts Prospective students are moving targets, literally. More of an art than a science. Its messier than you think. Un-intended consequence: Reluctance to accept responsibility
eRecruitment Trends, Decision-Maker for Global Promotions Account Executive at Ad Agency As online promotions increase in complexity, theres a real trend toward outsourcing to the experts Caution: Is it healthy for the overall promotion of U.S. education?
eRecruitment Trends, Web Page Developer Dedicated Web Team, either on- campus or off-campus Fresh content is still king Goal is to encourage prospective student to return to the site
eRecruitment Trends, Online Venues for Global Promotion Get creative about placing targeted links, so students naturally navigate directly to your site. Consolidation / cross-promotion of current international recruitment sites. Caution: Know where your site is being promoted.
eRecruitment Trends, Search Engine Placement Click Fraud Engineers have made pay-per-click nearly obsolete. Expect online international recruitment to continually evolve, as someone is bound to build a better mousetrap.
eRecruitment Trends, Popular Search Terms was: free, sex, xxx, gratuit, music… is: multi-word queries will be: even more specific, where the user applies effective parameters Challenge: Embed an effective search mechanism within your site
eRecruitment Trends, Handheld Online Access Appropriate mode of communication only in a few instances, such as specific deadlines for applications or scholarships, or for alerting the student of a change of venue for a specific event. More important as a tool for viral marketing.
eRecruitment Trends, Global Online Language Populations 729 million users as of March 2004 (Source: global-reach.biz) % of the worlds population English speakers: 25% of users by Digital Divide is wide. More affluent?
eRecruitment Trends, Whats new from overseas? Reactions to challenges to U.S. study – outreach, outreach, more outreach Use of local languages – attract younger audiences, calm parents, show welcome
eRecruitment Trends, Look to the Future Past few years: more computers in EducationUSA centers for student use Present: web site development Local languages Tailored content Future is now: interactive sites – chats, groups, newsletters To come: university banners
eRecruitment Trends, Sign up for a free subscription to Leave your business card Write to Access Thank you! usjournal.communiqué eRecruitment Trends and Techniques Published by Cheryl Darrup-Boychuck usjournal.com, LLC
eRecruitment Trends, eRecruitment Trends and Techniques NAFSA Conference | Baltimore | May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck C.E.O. of usjournal.com, LLC Co-Presenter: Jean Z. Frisbie U.S. Department of State