nafsa gs-013: cyber recruitment 20081 cyber recruitment nafsa annual conference | 29 may 2008 martin...

NAFSA GS-013: Cyber Recruitment 2008 1

Cyber RecruitmentNAFSA Annual Conference | 29 May

2008

Martin Bennett, Ball State [email protected]

Cheryl Darrup-Boychuck, USjournal.com [email protected]

Viktar Khotsim, educationUSA [email protected]


Effective Use of Technology for a Dynamic Demographic

We hope to help you:

• Become tech-literate not a techie• Communicate with students using

their preferred tools• Share success stories to help us all

grow


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.


Precision MarketingDesktops 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…)


Global Statistics to ConsiderIn 2008, the Internet will be more

frequently accessed on mobile phones than on PCs (Personal Computers).

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.

There are twice as many people using SMS (TXT) than e-mail.


Direct Online Funds Verificationfrom the Student’s / Sponsor’s

Bank

Primary Objectives:

1. To minimize the incidences of fraudulent bank statements

2. To verify funds much earlier in the admissions process

3. To complement current practices (and U.S. law) which verify funds much later in the process


http://vco-edusa.net

Advising Without Borders!


VCO: New tool for advisers and prospective students

Not a substitute for individual advisingCover regions without EACsOriented for new audienceTraining model for beginning level advisers


VCO project nowTeam of 36 advisers from 21 countrySeven templates1000 IP`s daily7800 incoming questions5219 subscribersOne hit per secondExtension to the two new language versionsThe VCO on-line consulting techniqueSupported by one tech specialist


VCO: How it works

Team-based operationDynamic multilingual contentSimple and unified structureWeb template methodVCO on-line consulting technique (2008)


EnglishCC

RussianCC

ArabicCC

SpanishCC

ChineseCC


Virtual Consulting Service: Challenges

Many general questionsTakes too much timeRepeating InappropriateProvocativeAdvertisementsSPAM


Objectives:

To develop a classification of incoming questions and, accordingly, to prepare a set of concrete

recommendations.


Expected results

Saving time for VCO team membersIncrease of professionalism in consulting serviceUse this methodology for training of new VCO

team membersTry to implement this consulting technique for

telephone and e-mail consultations


Classification of incoming questions

Very basic Labor-intensive Concrete Miscellaneous


Very basic questions

75% of all incoming questionsStudent never been to EACNew and underserved category of our potential

clientsJust curious about education in the USA


Example of incoming questions:very basic

Location: Uzbekistan. E-mail: [email protected]. I want to study In USA. What I should do about

this ?


Very basic questions: recommendations

Inspirational sentenceSimple and brief explanation of the application

processUse of template answersReferring to the nearest EducationUSA center


Labor-intensive questions

15% of total questionsA prospective student who finally decided to

take the first step in the application processA prospective student who somewhere heard

about this opportunity and is wondering where to begin


Example of incoming questions:labor-intensive

Location: Mongolia. E-mail: [email protected].

Please give me information about top universities in computer science in California and amount of financial aid in them


Labor-intensive questions: recommendations

Avoid “digging too deep” when answering questionInstead of doing search for student show only

direction where to find the answer (directing answer)

Present direct link or contact information


Concrete questions

5% of total questions Coming from students who are in the active phase of the

application process Requires a “tailored” answerAllow advisers to demonstrate expertise in a certain fieldDoesn't require too much time A collection of concrete questions is the most valuable

part of the question archive of the project.


Example of incoming questions:concrete Country: United Arab Emirates E-mail: [email protected]

Question:What is the difference between online studies and distance studies?

Thanks


Miscellaneous questions

5% of total questionsIs a typical side effect of all online interactive

toolsCan be divided into three types: advertisements,

inappropriate, provocativeMust be deleted from the Administrative Center

without answering


VCO Consulting Service: Summary of the Structure of Answers

1. Inspirational sentence2. Body of the answer:template for “very basic” questionsdirecting for “labor-intensive” questionstailored for “concrete” questions 3. Call to action sentence (invitation)


Expected results

Saving time for VCO team membersIncrease of professionalism in consulting serviceUse this methodology for training of new VCO

team membersTry to implement this consulting technique for

telephone and e-mail consultations


VCO and US educational institutions

Refer interested applicants with questions not specific to US 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

Locate the VCO banner on your website


Advising Without Borders!


Key IssuesHow 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?


International Website Basics 101:What do you have to have?

Focus groups with your current internationalsReview 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


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 mustLook into in-house or third-party chats Develop a web-based status check for

applicantsOffer video interviews to departments admitting

GA/TAs (Skype, Live Messenger, DVC)


Admitted to Enrolled: Be Proactive

ChatsEmails to accepted studentsOnline forms to confirm enrollmentArrival Info – Transportation to campusInfo about what to bring, health

insurance, and other issues typically raised at orientation

Things to do in the communityOrientation schedules


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


(insert video clip here)


Chat Products

• Group Chats

• Online Chats with EducationUSA Centers

• Instant Chats


Social Networking SitesCountry-specific networksWorldwide options (MySpace,

Facebook, etc.)How to use these networks: Signing up,

configuring appropriate privacy settingsWhat you can do: Advertising, posting

electronic resourcesExample of use: Destination Indiana

Facebook group


Continue the Conversation via

NAFSA’s M&R NetworkGo 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


Cyber RecruitmentNAFSA Annual Conference | 29 May

2008

Martin Bennett, Ball State [email protected]

Cheryl Darrup-Boychuck, USjournal.com [email protected]

Viktar Khotsim, educationUSA [email protected]

nafsa gs-013: cyber recruitment 20081 cyber recruitment nafsa annual conference | 29 may 2008 martin...

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