PRESENTATION Rethinking Recruitment Mike Henniger ICEF Publication AgencyEducator

PRESENTATION Rethinking Recruitment Mike Henniger , ICEF

Publication Agency-Educator relationship management: From onboarding to creating sustainable recruitment partnerships Icef. com/whitepapers Free Download: LINK Stop by booth #1401 icef. com | 2

AGENTS Agent use in leading study destinations Proportion of international students recruited by agents 56% Malaysia 53% Australia 47% New Zealand 41% Canada 38% UK 20% Netherlands 11% US Source: 2012 Observatory on Borderless Higher Education survey of 181 colleges and universities in seven countries. icef. com | 3

INFORMATION Through students’ eyes: education abroad Who can help me explain this to my parents? What is best for me? Where should I study? What city, what state? What should I study? There are so many schools to choose from. . . What challenges should I expect to face? How will I come to terms with life in a new country? I don’t know another language. Will this be a problem? Can I apply for a scholarship? icef. com | 4

CHART Main concerns before departing 55% What are the main concerns, 53% complaints, and questions 41% from students and parents 24% 21% before departing? 11% ng Te ith w w Di ffi cu l ty ty cu l ffi Di er ac hi e th ith ra ltu Cu Ot h af f St ra m og Pr iff l. D m co m Ac ith w lty Di ffi cu icu lti es io n od Sa on al rs Pe La ng ith w ty cu l ffi Di at fe ge ua lty icu iff l. D cia an Fin ty 4% Base No: 1, 117 icef. com | 5

41% 37% 15% and questions from 21% 19% concerns, complaints, 21% 24% 25% 28% What are the main 41% Main concerns before and after departing 41% 53% 55% CHART 11% students and parents Financial Difficulty with Language Personal Safety Difficulty with Accommodation BEFORE DEPARTING Cultural Difficulties Difficulty with the Program Difficulty Base No: with 1, 117 Teaching Staff 2% 4% before departing? Other AFTER DEPARTING icef. com | 6

Competition Standing Out 1. Who are you? 2. Start with experience 3. Think different icef. com | 7

Competition Relationships “Agents send students to people that they like” 1. 2. 3. 4. Focus on fit Think long term What do they want? Make it personal icef. com | 8

Agents Agent Engagement ▶ Who works for who? ▶ Are you communicating? With who? How? When? ▶ Can not replace face to face interaction ▶ Distinguish yourself with service ▶ Help them help you icef. com | 9

INSTITUTIONAL COOPERATIONS INFOGRAPHIC Ideal marketing + recruitment for higher education institutions (HEIs) GOVERNMENT ORGANISATION S ALUMNI HEI MARKETING PLAN EDUCATION AGENTS ADVERTISING INTERNET | WEB + SOCIAL MEDIA FAIRS + EXHIBITIONS icef. com | 10

INFOGRAPHIC 1. YOU HAVE STUDENTS’ ATTENTION 2. THEY’RE CHECKING YOU OUT 3. THEY ASK FOR INFO Rethinking the recruitment funnel Ways to make prospect management more effective. 4. THEY APPLY 5. YOU OFFER ADMISSION 6. THEY ENROL icef. com | 11

CASE STUDY Ambassador program ▶ Peer-to-peer engagement/retention ▶ Project-based: blogs, videos, testimonials, promote + create events, video projects (Lip. Dub) ▶ Training sessions and workshops ▶ Team identity and branding ▶ Twitter chats/Hangouts with ambassadors ▶ Involved with collaborative marketing projects ▶ Present at special events Sherri King, Thompson Rivers University icef. com | 12

HIGHLIGHT Succeed at an ICEF Workshop with the 20 | 30 | 50 Rule 50% follow-up 20% before the event 20% 50% 30% during the meeting icef. com | 13

HIGHLIGHT 20 | 30 | 50 Rule 20% Pre-Event § Researching markets and deciding strategy § Remember that meeting existing partners can be just as valuable as meeting new partners § Carefully craft your message to request meetings. “I am looking for…” icef. com | 14 14

HIGHLIGHT 20 | 30 | 50 Rule 30% During the Event § Have a well-planned meeting strategy. Use an elevator pitch that clearly articulates your value proposition § Build relationships at a personal and professional level § Listen! icef. com | 15 15

HIGHLIGHT 20 | 30 | 50 Rule 50% Post-Event § Follow-up after the meeting § Keep in touch regularly § Invite agents to visit your institution § Conduct agent training § Distribute materials § Create a special agent access only area on your website icef. com | 16

AGENTS EDUCATORS Building sustainable partnerships Common threads regarding best practices in establishing relationships with education agents include: 1. Provide a face to your institution 2. Educate and engage all staff members 3. Treat agents as an extension of your team 4. Make it personal 5. Train them face-to-face 6. Respond promptly to agent enquiries 7. Promotional materials 8. Armchair recruitment is not effective 9. Listen to your agents 10. Keep in touch Think long term: lasting relationships are not built on unrealistic expectations or promises of immediate results. Be patient and work towards longer-term goals based on mutually agreed, sustainable targets. icef. com | 17

FAM (familiarisation) tours ► FAM tours - hosting agents or other partners on your campus ► Why? • Agents get a real sense of the school • Meet the people behind the school • Build personal relationships • Agents can say “I have been there” • Show, not tell icef. com | 1 18 8

What and Why? What agents say about FAM tours “By attending a Fam tour you start forming your own opinion of the school/university. It is one thing when you get information at a conference or website, it is another when you see it with your own eyes. You feel the atmosphere of the place, you talk to the people. I also think what kind of clients would like it, start thinking: “oh this school will suit Daniel”. It is very smart to have a Fam tour before or after conferences, as its continuation of your cooperation with the school. And you are definitely able to sell the school much better, as one of the questions clients always ask you is if you have visited this school yourself. Also you get closer contacts with the staff and it definitely helps in working together. ” Mariya Lunyak, Director Alekom-tour Education Abroad – Kiev "I visited the University of Tasmania and other institutions as part of an agent FAM tour to Tasmania following The ICEF ANZA Workshop. Prior to this visit I knew very little about Tasmania, and had not considered or promoted it as a major study destination to my clients. Since my visit I have signed an agreement with the University of Tasmania and successfully enrolled 6 students. " Ahmed Naraghi, Managing Director, Iran-Australia Cultural & Arts Institution THE BUXE Company 1 9

BEST PRACTICES Agent Strategy How do we know if our agent strategy is working? ▶ Set measurable goals. ▶ How often are you communicating. ▶ Have a plan for follow up. ▶ Measure what works and what doesn’t. icef. com | 20

Advisory Services Educator Development and Advisory Services For more info on how ICEF can help you with your education needs visit http: //www. icef. com/educator/overvi ew/ icef. com | 2 21 1