International Educator - November/December 2016 - 48

|

INTERNATIONAL ENROLLMENT
By Dana Wilkie

From East to West:
Trends in Chinese Student Recruiting
Chinese students are heading to Western universities, including the United
States, in droves, which is a boon for international student recruiters. But are
institutions relying on too many students from one nation? And how can
campuses help better integrate the Chinese students they've recruited since
there may be a significant Chinese population on campus?
FOR MANY YOUNG ADULTS IN CHINA, admission to top Chinese universities is intensely

competitive-and many students looks to universities abroad, including U.S. universities, for a
brighter future to reach their educational and career goals.
Chinese students who have been seeking higher education opportunities abroad have been a dream opportunity
for international admissions officers at U.S. colleges and
universities, who have steadily lured China's growing
middle class to their institutions.
Yet as the Chinese student population at U.S. schools
has grown, so have admissions challenges.
For one thing, Chinese students' interest in U.S.
schools is so robust that some admissions offices are ac-

tually scaling back their recruiting in China in hopes of
better diversifying their campuses. And U.S. admissions
officers sometimes find that today's crop of Chinese applicants may look great on paper, but once they enroll, a
lack of English proficiency and soft skills can make the
transition to U.S. campus life difficult. Finally, the stark
differences between the U.S. and Chinese educational
systems make it difficult to ascertain which Chinese applicants will be the most successful once abroad.

Best Practices to Recruit Chinese Students
n Translate material into the local language

to help parents understand the value of
your institution and promote sharing of
your information broadly. "While your
applicant must know English well enough
to perform in your classrooms, focusing
solely on that severely limits your marketing
opportunities," he said.
n Recruit from second- and third-tier cities

where the competition from other U.S.
universities is not as fierce and where
communities are eager to meet Americans
who rarely travel to their region.
n Short video testimonials are very helpful for

parents and students.

n Use Chinese social media channels such as

WeChat and Weibo. "The WeChat social
media platform has grown dramatically in
the past two to three years," Waxman said.
"WeChat has not yet figured out how to
make it easy for organizations-as opposed
to people-to engage on the platform, but
changes to the platform will likely be made
in the next few years to make this kind of
promotion easier. As it stands now, we are
all trying our best to build followers and
engage Chinese students and parents on a
public WeChat account."
n Partner with a small, focused and strong

agent network. Studies suggest that 75

percent of undergraduate students in China
are using agents to help them identify good
university options and to complete their
applications and visa paperwork correctly,
Waxman said. "Since so many graduate and
undergraduate Chinese students use agents,
this is a recruiting channel that must be
considered," he said. "U.S. universities need
strong, reliable relationships with Chinese
agents to be effective in this country. Using
AIRC [American International Recruitment
Council] or other sources to confirm the
reliability of your agents is critical. And
regular communication to manage that
recruiting channel is a must if you want this
option to be effective.

These tips were provided by BENJAMIN WAXMAN, CEO of INTEAD.

48  

INTERNATIONAL EDUCATOR N O V + D E C .16



Table of Contents for the Digital Edition of International Educator - November/December 2016

From the Editor
In Brief
Voices
Act Globally
Tradition and History
Health and Insurance
Education Abroad
International Enrollment
View From Out Here
In Focus
International Educator - November/December 2016 - Cover1
International Educator - November/December 2016 - Cover2
International Educator - November/December 2016 - 1
International Educator - November/December 2016 - From the Editor
International Educator - November/December 2016 - 3
International Educator - November/December 2016 - In Brief
International Educator - November/December 2016 - 5
International Educator - November/December 2016 - 6
International Educator - November/December 2016 - 7
International Educator - November/December 2016 - 8
International Educator - November/December 2016 - 9
International Educator - November/December 2016 - 10
International Educator - November/December 2016 - 11
International Educator - November/December 2016 - Voices
International Educator - November/December 2016 - 13
International Educator - November/December 2016 - 14
International Educator - November/December 2016 - 15
International Educator - November/December 2016 - Act Globally
International Educator - November/December 2016 - 17
International Educator - November/December 2016 - 18
International Educator - November/December 2016 - 19
International Educator - November/December 2016 - 20
International Educator - November/December 2016 - 21
International Educator - November/December 2016 - 22
International Educator - November/December 2016 - 23
International Educator - November/December 2016 - 24
International Educator - November/December 2016 - 25
International Educator - November/December 2016 - Tradition and History
International Educator - November/December 2016 - 27
International Educator - November/December 2016 - 28
International Educator - November/December 2016 - 29
International Educator - November/December 2016 - 30
International Educator - November/December 2016 - 31
International Educator - November/December 2016 - 32
International Educator - November/December 2016 - 33
International Educator - November/December 2016 - 34
International Educator - November/December 2016 - 35
International Educator - November/December 2016 - Health and Insurance
International Educator - November/December 2016 - 37
International Educator - November/December 2016 - 38
International Educator - November/December 2016 - 39
International Educator - November/December 2016 - 40
International Educator - November/December 2016 - 41
International Educator - November/December 2016 - Education Abroad
International Educator - November/December 2016 - 43
International Educator - November/December 2016 - 44
International Educator - November/December 2016 - 45
International Educator - November/December 2016 - 46
International Educator - November/December 2016 - 47
International Educator - November/December 2016 - International Enrollment
International Educator - November/December 2016 - 49
International Educator - November/December 2016 - 50
International Educator - November/December 2016 - 51
International Educator - November/December 2016 - 52
International Educator - November/December 2016 - 53
International Educator - November/December 2016 - View From Out Here
International Educator - November/December 2016 - 55
International Educator - November/December 2016 - In Focus
International Educator - November/December 2016 - Cover3
International Educator - November/December 2016 - Cover4
http://www.nxtbook.com/nxtbooks/nafsa/ie_20191112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20190910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20190708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20190506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20190304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20190102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20181112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20180708gfclone
http://www.nxtbook.com/nxtbooks/nafsa/ie_20180910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20180708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20180506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20180304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20180102_supp
http://www.nxtbook.com/nxtbooks/nafsa/ie_20180102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20171112_supp
http://www.nxtbook.com/nxtbooks/nafsa/ie_20171112
http://www.nxtbook.com/nxtbooks/nafsa/ie_2070910_supp
http://www.nxtbook.com/nxtbooks/nafsa/ie_20170910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20170708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20170506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20170304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20170102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20161112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20160910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20160708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20160506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20160304_fr
http://www.nxtbook.com/nxtbooks/nafsa/ie_20160304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20160102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20151112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20150910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20150708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20150506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20150304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20150102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20141112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20140910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20140708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20140506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20140304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20140102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20131112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20130910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20130708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20130506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20130304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20130102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20121112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20120910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20120708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20120506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20120304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20120102
http://www.nxtbook.com/nxtbooks/nafsa/ie_20111112
http://www.nxtbook.com/nxtbooks/nafsa/ie_20110910
http://www.nxtbook.com/nxtbooks/nafsa/ie_20110708
http://www.nxtbook.com/nxtbooks/nafsa/ie_20110506
http://www.nxtbook.com/nxtbooks/nafsa/ie_20110304
http://www.nxtbook.com/nxtbooks/nafsa/ie_20110102
http://www.nxtbookMEDIA.com