International Educator - September/October 2017 - Supplement - S10

Finally, the last 30 percent should go into postrecruitment evaluation. "Hopefully, you've put together
a strong enough business plan at the beginning that
it can carry through all the way," he says. That
includes finding out whether international
students are pleased with their experiences
on campus, and if the admission process met
their expectations.

Maximize Word Of Mouth

market may be potentially challenging," Beatty says.
They also may be more responsive to higher-ranked
programs, which may pose challenges for many schools.
Following that first step, Beatty recommends that 40
percent of recruitment offices' time should go into managing recruitment strategies, including making travel
arrangements, collaborating with and vetting agents,
deciding whether the college will work with certified or
uncertified agents, and the like. This step also includes
talking to students and promoting the institution.

That last step-post recruitment-says Nicole
Harris-Sealey, the academic director of INTO
George Mason University who recently completed
her dissertation on international enrollment and
retention, often eludes colleges. While colleges may
invest heavily in recruitment, they often forget that
there is a sort of "ecosystem" wherein word of mouth
feeds back into recruitment.
"Alumni are a critical piece that institutions aren't
really leveraging as much as they should be," she says.
Tracking data about how students are doing after they
arrive on campus ought to drive multidirectional conversations on campus that break down silos, she says.
Beatty agrees. "For us, word of mouth is really king....
Having a third-party validation, whether it's an alum, a
current student, or somebody who is familiar with our
college, is really helpful in the recruitment process of
prospective international students," he says. He advises
universities to do a better job of recruiting siblings of
alumni and current students. "We see a lot of that at our
school," he says. "We really try to capture some of that
information early on."
MENACHEM WECKER is a reporter based in Washington, D.C.

FOR MORE INFORMATION:
■■ A 2016 Bridge Education Group survey about use of

agents, and coverage of it in Inside Higher Education
■■ A Wall Street Journal graphic, How International

Students Are Changing U.S. Colleges
■■ The Council of Graduate School's report International

Graduate Applications And Enrollment: Fall 2016
■■ UNESCO's 2016 Global Education Monitoring Report,

titled Education for People and Planet: Creating
Sustainable Futures for All
■■ The Brookings Institution's website for its Center for

Universal Education
■■ The American Association of Collegiate Registrars and

Admissions Officers' survey, "International Applicants
for Fall 2017: Institutional & Applicant Perceptions"

10  

■■ Oxford University's 2015 report, International Trends in

Higher Education
■■ "Choose a Recruiting Agency Wisely as an

International Student," a U.S. News & World Report
article about choosing recruiting agents wisely
■■ EducationUSA's Global Guide and other recruitment

resources
■■ The National Association for College Admission

Counseling's publication, International Student
Recruitment Agencies: A Guide for Schools, Colleges
and Universities
■■ Return on Investment for International Educators

website

INTERNATIONAL EDUCATOR S E P T. + O C T. 17 * I N T E R N AT I O N A L R E C RU I TM E N T A N D E N R O L L M E N T S U P P L E M E N T



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