Cyber Recruitment NAFSA Annual Conference | 29 May 2008

1. Cheryl Darrup-Boychuck, USjournal.com cheryl@USjournal.com Viktar Khotsim, educationUSA advising@amcenter.by Martin Bennett, Ball State University mabennett@bsu.edu Cyber RecruitmentNAFSA Annual Conference | 29 May 2008 NAFSA GS-013: Cyber Recruitment 2008

2. We hope to help you: Become tech-literate not a techie Communicate with students using their preferred tools Share success stories Effective Use of Technology for a Dynamic Demographic NAFSA GS-013: Cyber Recruitment 2008

3. 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. NAFSA GS-013: Cyber Recruitment 2008

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10. Precision Marketing Desktops 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…) NAFSA GS-013: Cyber Recruitment 2008

11. Global Statistics to Consider • In 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. NAFSA GS-013: Cyber Recruitment 2008

12. http://vco-edusa.net Advising Without Borders! NAFSA GS-013: Cyber Recruitment 2008

13. VCO Project Now • Team of 36 advisers from 21 countries • Seven templates • 1,000 IPs daily • 7,800 incoming questions • 5,219 subscribers • One hit per second • Extension to the two new language versions • The VCO on-line consulting technique • Supported by one tech specialist NAFSA GS-013: Cyber Recruitment 2008

14. English CC Russian CC Arabic CC Spanish CC Chinese CC NAFSA GS-013: Cyber Recruitment 2008

15. Objective To develop a classification of incoming questions and, accordingly, to prepare a set of concrete recommendations. NAFSA GS-013: Cyber Recruitment 2008

16. Classification of incoming questions • Very basic • Labor-intensive • Concrete • Miscellaneous NAFSA GS-013: Cyber Recruitment 2008

17. 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 NAFSA GS-013: Cyber Recruitment 2008

18. 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 NAFSA GS-013: Cyber Recruitment 2008

19. 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 NAFSA GS-013: Cyber Recruitment 2008

20. 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 NAFSA GS-013: Cyber Recruitment 2008

21. Concrete Questions • 5% of total questions • Coming from students who are in the active phase of the application process • Requires a “tailored” answer • Allow advisers to demonstrate expertise in a certain field • Doesn’t require too much time • A collection of concrete questions is the most valuable part of the project’s question archive. NAFSA GS-013: Cyber Recruitment 2008

22. 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 NAFSA GS-013: Cyber Recruitment 2008

23. http://vco-edusa.net Advising Without Borders! NAFSA GS-013: Cyber Recruitment 2008

24. Key Issues for Universities How 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? NAFSA GS-013: Cyber Recruitment 2008

25. International Website Basics 101:What do you have to have? Focus groups with your current internationals Review 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 NAFSA GS-013: Cyber Recruitment 2008

26. 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 must Look into in-house or third-party chats Develop a web-based status check for applicants Offer video interviews to departments admitting GA/TAs (Skype, Live Messenger, DVC) NAFSA GS-013: Cyber Recruitment 2008

27. Admitted to Enrolled: Be Proactive Chats Emails to accepted students Online forms to confirm enrollment Arrival Info – Transportation to campus Info about what to bring, health insurance, and other issues typically raised at orientation Things to do in the community Orientation schedules NAFSA GS-013: Cyber Recruitment 2008

28. 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 NAFSA GS-013: Cyber Recruitment 2008

29. (insert video clip here) NAFSA GS-013: Cyber Recruitment 2008

30. Chat Products • Group Chats • Online Chats with EducationUSA Centers • Instant Chats NAFSA GS-013: Cyber Recruitment 2008

31. Social Networking Sites Country-specific networks Worldwide options (MySpace, Facebook, etc.) How to use these networks: Signing up, configuring appropriate privacy settings What you can do: Advertising, posting electronic resources Example of use: Destination Indiana Facebook group NAFSA GS-013: Cyber Recruitment 2008

32. 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 Facebook Users Worldwide NAFSA GS-013: Cyber Recruitment 2008

33. Continue the Conversation viaNAFSA’s M&R Network Go 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 NAFSA GS-013: Cyber Recruitment 2008

34. Cheryl Darrup-Boychuck, USjournal.com cheryl@USjournal.com Viktar Khotsim, educationUSA advising@amcenter.by Martin Bennett, Ball State University mabennett@bsu.edu Cyber RecruitmentNAFSA Annual Conference | 29 May 2008 NAFSA GS-013: Cyber Recruitment 2008