Wrong Necessary or Both Myths and Realities of

Wrong, Necessary, or Both: Myths and Realities of Student Placement Services Patricia Sheffer University Relations, IDP Education Elizabeth Leibach Director, Office of International Students and Scholars Northern Kentucky University

Introduction about Market Definition of Placement Services: • Any organization that places students in institutions abroad. • Why use the term “Placement Services” rather than Agent(s) or Agency?

Types of Placement Services: • Multiple Country Placement Services • Single Agent or Single Agency • Online Advising and Placement • Headquarters Outside the U. S. • Headquarters Inside the U. S. • Other models? ?

Diversity in Business Models • • FREE to students. Fee Structure is tiered. Small fee to students ($40 - $500). Large fee to students ($500 - $10, 000). Contracts with Institutions to Recover Fees. Double dipping (charge institution plus student). Ongoing Placement and Retention Services throughout the educational life of the student. • Offer advising to students about placement abroad and immigration. • Charge fees for Immigration Services and Placement Services.

Challenges We Face • A Chinese colleague recently told me about a friend who paid $10, 000 to an agent who guaranteed her child five acceptances from among "the top 100 universities" in America. Such promises are standard procedure among the agents, who create or doctor transcripts, manufacture essays and letters of recommendation, and package everything in a neat bundle. • Americans would call this fraud. In China, it is simply the procedure for applying to U. S. institutions. - Commentary in The Chronicle of Higher Education

For Peace of Mind - Professional Certification • The American International Recruitment Council (AIRC) is certifying agents and standardizing their practices. To learn more, visit http: //www. airc-education. org/ 6

Myth #1 Ø It’s better to work with an established larger placement service than a small one.

Myth #2 ØInstitutions will increase enrollment quickly if they use a placement service.

Myth #3 ØOnce you sign-up with a placement service, you don’t need to worry about doing any more recruitment.

Myth #4 ØYou don’t need to worry about picking the right placement services as long as you see results.

Why International Students? “Finding a rich vein of students halfway around the world can enhance campus diversity, bring in tuition revenue and burnish a college’s reputation abroad” - Josh Keller, The Chronicle of Higher Education 11

Myth #5 ØMy greatest competitor is among my peer institutions as I seek to work with placement services.

Reasons for International Recruitment Assistance 2 1 Worldwide competition foreign students increases Number of U. S. high school graduates has peaked 3 Record enrollments in for-profit and online programs

Myth #6 ØAll students can easily find your school by researching your institution on the web or through more reliable sources.

Myth #7 ØYour institution doesn’t have any students coming from placement services. OR ØYou can always tell which students found you through a placement service.

Myth #8 ØUsing placement services is illegal in the U. S.

Myths of Student Placement Services • Illegal in United States • Not student focused • Send unqualified applications

Myths of Student Placement Services • Perception of unprofessional practices • Possible biases • Risk of brand damage 18

Why NOT Use Student Placement Services? “The use of paid recruiting agents is one of the most controversial issues in international education today. Universities in Australia, Britain and elsewhere commonly use overseas recruiters to attract foreign students, but the practice is not widespread among American institutions. Critics worry that agents may take advantage of students. ” - Commentary in The Chronicle of Higher Education

Myth #9 ØThey send unqualified applications.

Myth #10 ØIf you agree to use a placement service you will receive hundreds of applications.

Reality of Student Placement Services – Continue with current strategies that work – Simply enlist an additional partner Enrollment Expenses 22

Myth #11 Ø All students received through placement agencies meet all requirements for admission to university.

Myth # 12 Ø Using placement services will save your institution money.

Reality of Student Placement Services. Economics of travel and fixedcost recruiting VS. Budgets cuts and new restrictions

Reality of Student Placement Services. • Percentage of tuition – Pro: Good if tuition is low – Con: Can lead to cost-based biases 26

Reality of Student Placement Services. • Consistent cost for all schools – Pro: Makes for unbiased counseling – Con: Can cost more than commission 27

Reality of Student Placement Services. • Don’t restrict your outreach to one service • Diversify your efforts as you would your student body 28

Myth #13 ØPlacement Services don’t have student’s best interest in mind.

Should be about Students: Trust develops when institutions and recruitment services work in partnership to fully meet the needs of foreign students. – Commitment to ethical practice – Student support infrastructure – Recognition of cultural differences 30

Myth #14 ØThere is no way to know for sure that a placement agency is serving students well unless I visit the placement agency myself.

For Peace of Mind - Professional Certification • The American International Recruitment Council (AIRC) is certifying agents and standardizing their practices. • Registered with the U. S. Department of Justice and the Federal Trade Commission To learn more, visit http: //www. airc-education. org/ 32

How to find a good placement service: • Get referrals from other schools. • Finding a good agent – that takes time. • Training and commitment on both sides (frequency of communication). • The right fit for your campus needs (country specific, small or large). • Finding an agent you can afford. • Finding an agent you feel comfortable using. • Be aware of accepting bulk applications from someone you don’t know OR have no contractual relationship.

Trust issues: • Verify that they are they telling the truth. • Interview your students. • Visit them (have your faculty visit them). • Are they telling the students the truth about your school? • Are they double dipping? • Do you care? • Are your students happy at your institution?