nafsa gs-013: cyber recruitment 20081 cyber recruitment nafsa annual conference | 29 may 2008 cheryl...
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NAFSA GS-013: Cyber Recruitment 2008 1
Cyber RecruitmentNAFSA Annual Conference | 29 May
2008
Cheryl Darrup-Boychuck, [email protected]
Viktar Khotsim, educationUSA [email protected]
Martin Bennett, Ball State [email protected]
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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
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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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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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Global Statistics to ConsiderIn 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.
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http://vco-edusa.net
Advising Without Borders!
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VCO Project NowTeam of 36 advisers from 21 countriesSeven templates1,000 IPs daily7,800 incoming questions5,219 subscribersOne hit per secondExtension to the two new language
versionsThe VCO on-line consulting techniqueSupported by one tech specialist
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EnglishCC
RussianCC
ArabicCC
SpanishCC
ChineseCC
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ObjectiveTo develop a classification of incoming questions and,
accordingly, to prepare a set of concrete
recommendations.
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Classification of incoming questions
•Very basic •Labor-intensive •Concrete •Miscellaneous
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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
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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
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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
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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
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Concrete Questions5% 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 field
Doesn’t require too much timeA collection of concrete questions is the most valuable part of the project’s question archive.
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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
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http://vco-edusa.net
Advising Without Borders!
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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?
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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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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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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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Chat Products
• Group Chats
• Online Chats with EducationUSA Centers
• Instant Chats
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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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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
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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
Cheryl Darrup-Boychuck, [email protected]
Viktar Khotsim, educationUSA [email protected]
Martin Bennett, Ball State [email protected]