recruiting overseas: 2015 international student trends · pdf filerecruiting overseas: 2015...

Recruiting Overseas: 2015 International Student Trends

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BackgroundExternal pressures on domestic enrollment1 coupled with increasing demand for a US-based postsecondary education2 mean institutions are recruiting and enrolling international students at higher rates. For eight consecutive years, international enrollment has steadily grown from 564,766 students in 2005/06 to 886,052 students in 2013/14. That’s a 57% increase in total enrollment with an 8% jump from just the previous year.3 International growth has been attributed to a rise in undergraduate enrollment particularly with students from China and those from Brazil, Saudi Arabia and Kuwait whose governments have implemented scholarship programs to study in the United States.3

Given increases in international applications, how can institutions ensure that international students are coming to their specific campus? Uversity surveyed newly-enrolled international students to reveal unique insights into their decision-making process, including admission challenges, communication and mobile trends, and enrollment outcomes. The provided recommendations inform international recruitment strategies to help effectively move international students through the admissions funnel and increase diversity on campus.

Select Results• One-third of international students reported funding was their main concern studying abroad

• Top five challenges during the admissions process were taking standardized tests, securing funding, writing application essay, applying for visa, and completing the application

• International students want to communicate with admissions counselors, international services, and students during the admissions process

• International students prefer to communicate via email, but use of other communication channels varies greatly by geographic region

• 95% of international students own a mobile smartphone and have used it to visit university websites, download university apps, view university social media, take a virtual campus tour, and submit a college application

• Messaging apps are highly valued overseas with two-thirds of international students using WhatsApp to communicate

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20%

20%20%

6%

5%

8%

11%North America

South America

Europe

Africa

India

11%Middle East China

Asia (Other)

MethodologyUversity surveyed nearly 800 newly-enrolled international students from 88 countries. Respondents were evenly split between males and females, while over two-thirds were undergraduate students.

2

*Asia includes Australia; Middle East includes Egypt, Pakistan, and Turkey; North America includes Central America and Caribbean.

70% Undergraduates49% Male


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Motivations and Challenges Studying Abroad

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What was the main reason you decided to study abroad? Most international students want to study abroad because they have a demonstrated interest in a particular institution. When recruiting overseas, it is critical to generate brand awareness especially for institutions that are implementing an international recruitment strategy. Notably, “other” was listed as the top reason to study abroad and comments indicated students’ need to experience other cultures and their belief that the United States has a high-quality education system compared their home country.

What was your main concern studying abroad? Not surprising, the biggest concern studying abroad was funding. Most international students receive funds through personal or family resources,3 but others are dependent on government assistance and university schol-arships to fund their overseas education. Following funding, nearly 60% of respondents demonstrated concerns with cultural and social issues including difficulties conversing and making new friends.


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What was the main challenge during the admission process? International students indicated the following as their top five challenges during the admissions process: taking standardized tests, securing funding, writing application essay, applying for visa, and completing the application. Students may experience challenges completing the critical reading and writing portions of standardized tests as diction, vocabulary, and sentence structure are deemphasized skills in some cultures. Further, students from collectivist cultures may have difficulty writing personal statements about their individual experiences and accomplishments.

How prepared did you feel for studying abroad? Fifty percent of international students felt underprepared for studying abroad. International students may require more communication and support during the admissions process compared to domestic students given physical distance and cultural differences.


5

How involved were your parents in your decision to apply to universities in the United States? Nearly half of respondents indicated that their parents were involved in their decision to apply to universities in the United States. Parents often set aside life savings so that their children can receive a postsecondary education in the United States, as they believe that such an education prepares their children for career placement and advancement.

How many universities did you apply to in the United States? How many universities did you apply to in other countries (not United States)? Over 80% of international students applied to at least three institutions in the United States. In stark contrast, most international students applied to only one or two institutions in other countries. International students value a US-based education and will apply to multiple institutions to ensure that they set themselves up for successful careers.


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Did you visit campus at a university in the United States? Campus visit is often a strong indicator of enrollment. For international students, however, limited funding prevents travel to the United States to tour their top institutions. In our sample, over 50% of international students did not visit a university campus in the United States. Thus, institutions must illustrate campus life through various mediums such as digital and mobile technology.

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Recommendations

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• Offer international-specific scholarships. Although most international students receive funds through personal and family resources, the total value is often insufficient to cover tuition costs. If implementing international recruitment strategies or initiating increases in international enrollment, plan to offer scholarships specific to international students. Scholarships offset tuition costs, incentivizing international students to apply and enroll at your institution.

• Focus on career placement. Most international students want to study in the United States because they value a US-based education. They believe that a degree earned in the United States equates to better career placement and advancement. Promote internship opportunities and work-study programs that lead to job placement. Furthermore, showcase alumni from top degree programs and establish a networking program so that international students can contact alumni for career advice.

• Make relevant information visible. Sounds simple enough, but verify that relevant information is visible and accessible to international students. Design a dedicated international admission webpage that is mobile friendly. Include links to scholarship and financial aid information, sample application essays, and instructions for visa applications. Make available international admission counselors’ contact information by providing their email, phone number, and geographic territory (if applicable).


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1

Communication And Mobile Technology Trends

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What was your preferred way to communicate with college admissions? International students prefer to communicate via email compared to other communication channels. Time zone differences and language barriers present challenges when communicating overseas. Email is often the quickest and easiest way to get answers to simple questions, but real-time communication channels such as live chat and messaging apps offer a back-and-forth dialogue to get answers to complex questions. View our Appendix A to discover how use of communication channels varies by geographic region.

Who did you communicate with during the admissions process? The top three types of people that international students want communicate with during the admissions process include: admission counselors, international services, and students. Admission counselors and international service representatives deliver transactional information that international students need while completing their applications. Conversations with currently enrolled and other international students provide authentic accounts of collegiate studies and campus life. Both are imperative for a successful transition to vvastudying abroad in the United States.


Do you own a mobile smartphone? Which mobile smartphone do you own? Ninety-five percent of international students own a mobile smartphone. Our sample was almost evenly split between iPhone and Android users. Implementing a mobile recruitment strategy is beneficial for outreach to prospective students so they can receive your communications anytime, anywhere on the device that is always in their pocket.

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On your mobile smartphone, which of the following have you done? International students ranked admission-related mobile actions and here are their top five: visited university websites, downloaded university apps, viewed university social media, taken a virtual campus tour, and submitted a college application. The convenience of a mobile phone makes it easy for international students to shop for colleges overseas, gathering information posted on institutions’ websites, apps and social media. One in five have toured your campus virtually, and one in ten have submitted their application straight from their phone.


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On your mobile smartphone, have you used any of the following messaging apps? Messaging apps are highly valued overseas with two-thirds of international students using WhatsApp to communicate. Other messaging app competitors included Yik Yak, WeChat and GroupMe. View our Appendix A to discover how use of messaging apps varies by geographic region.

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Recommendations

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• Analyze website analytics. Institutions often discover that their international students are stealth applicants. Stay ahead of the game and track analytics on your admissions website to determine the origins of international traffic. Trend the data to identify international hotspots for recruitment and pinpoint frequently visited areas on your website (especially when new information is added).

• Design an international mobile strategy. International students are oriented toward building connections through technology as digital and mobile communication are deeply integrated into their cultures. However, use of communication technologies may vary depending on geographic location. Design a mobile strategy that corresponds with the usage patterns of students from different geographic regions.

• Close the distance. Communicating across time zones is a burdensome process. Oftentimes, information gathering requires back-and-forth dialogue, not simply a quick response. Close the physical distance by replacing in-person interactions with social and mobile tools to make students feel more connected to your institution. Encourage international students to communicate with other international students or take a virtual campus tour to get that authentic view of campus life.

Other Apps WeChat = 6%

Viber = 4% Fb Messenger = 3%

Line = 2%


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2

Enrollment Intentions

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Are you currently enrolled at a university in the United States? Has your college experience met your expectations? Eighty-six percent of respondents enrolled at a university in the United States; however, nearly one in five felt that their college experience did not meet their expectations.

What was the main reason you did not enroll at a university in the United States? Limited personal funding was the primary reason that respondents did not enroll at a university in the United States. Securing funds is a difficult task when countries do not offer government assistance or universities do not offer scholarships to help offset tuition costs. Students then become more reliant on personal and family resources which may not always be available.


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2

Recommendations

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• Connect international students to peers. Social fit is paramount to students’ college success. Introduce international students to other international students with similar backgrounds to ease anxiety about transitioning to college overseas. Moreover, cultivate those relationships once international students step foot on campus so they feel connected to their peers as well as your institution.

• Demonstrate commitment to international diversity. International students often constitute a small portion of the student population. Make sure they feel welcomed by demonstrating a commitment to international diversity and inclusiveness through campus-wide programs. Celebrate diverse cultures by hosting educational sessions at the international center or encouraging participation in cultural clubs.

• Stress a caring environment. Being so far from home, international students need to feel supported on campus. Stress a caring environment that focuses on both academics and health. Publicize student service resources such as academic advisors, mentors, and tutors to demonstrate your institution’s devotion to academic achievement. Promote accessibility to the health center, counseling services, and recreational facilities to show support for international students’ mental, emotional and spiritual selves.


Yes No

North America 53% 47%

South America 53% 47%

Asia (Other) 42% 58%

Africa 26% 74%

Europe 39% 61%

Middle East 38% 62%

China 65% 35%

India 38% 62%

Total 45% 55%

1-2 3-4 5-6 7-8 9-10 11+

North America 75% 18% 2% 4% 2% 0%

South America 83% 10% 3% 3% 0% 0%

Asia (Other) 81% 14% 6% 0% 0% 0%

Africa 86% 11% 3% 0% 0% 0%

Europe 81% 12% 7% 0% 0% 0%

Middle East 72% 13% 6% 4% 2% 4%

China 91% 6% 0% 2% 1% 0%

India 77% 10% 9% 2% 2% 0%

Total 81% 11% 5% 2% 1% 1%

1-2 3-4 5-6 7-8 9-10 11+

North America 33% 21% 14% 13% 7% 11%

South America 24% 21% 30% 9% 12% 3%

Asia (Other) 14% 20% 23% 12% 10% 21%

Africa 40% 27% 16% 4% 11% 2%

Europe 45% 17% 19% 4% 6% 9%

Middle East 21% 27% 15% 24% 3% 10%

China 4% 10% 24% 20% 17% 25%

India 6% 23% 31% 21% 10% 9%

Total 18% 20% 23% 15% 10% 14%

Not at all involved

Slightly involved

Moderately involved

Very involved

Completely involved

North America 6% 16% 17% 39% 23%

South America 18% 9% 18% 24% 30%

Asia (Other) 11% 25% 30% 18% 17%

Africa 29% 7% 18% 22% 24%

Europe 17% 11% 11% 30% 30%

Middle East 17% 20% 31% 17% 15%

China 10% 32% 29% 23% 6%

India 6% 14% 19% 23% 37%

Total 12% 19% 24% 24% 21%

Not at all prepared

Slightly prepared

Moderately prepared

Very prepared

Completely prepared

North America 2% 2% 48% 28% 21%

South America 0% 0% 27% 55% 18%

Asia (Other) 2% 7% 40% 33% 19%

Africa 7% 9% 26% 40% 19%

Europe 4% 4% 33% 36% 22%

Middle East 3% 16% 37% 32% 13%

China 4% 13% 45% 33% 5%

India 2% 7% 37% 38% 16%

Total 3% 8% 39% 35% 16%

Attended int’l high school in

home country

Attended int’l high school in another country

Interested in a particular university

Interested in studying

with a particular professor

No career opps. in

home country

No post-secondary

education in home

country

Received funding from

home country

government


US government


university scholarship

Other

North America 6% 10% 21% 0% 17% 1% 3% 4% 13% 24%

South America 9% 6% 21% 3% 18% 6% 0% 0% 6% 30%

Asia (Other) 15% 15% 17% 0% 14% 0% 4% 2% 7% 26%

Africa 0% 7% 13% 0% 4% 9% 11% 2% 11% 44%

Europe 4% 18% 14% 0% 14% 4% 4% 0% 10% 33%

Middle East 10% 9% 21% 6% 8% 0% 12% 5% 5% 25%

China 15% 11% 32% 4% 3% 2% 2% 0% 2% 30%

India 5% 8% 26% 2% 21% 7% 0% 5% 3% 25%

Total 9% 11% 22% 2% 12% 3% 4% 2% 6% 29%

Applying for a visa

Comm. with admissions

Completing the

application

Making travel plans

Securing funding

Passing English

language test

Taking SAT/ACT

undergrad admissions

tests

Taking graduate

admissions tests

Writing the application

essayOther

North America 9% 5% 8% 0% 25% 6% 27% 3% 10% 8%

South America 6% 0% 21% 6% 12% 6% 24% 3% 18% 3%

Asia (Other) 15% 4% 8% 4% 12% 5% 33% 3% 13% 3%

Africa 19% 10% 7% 5% 38% 0% 7% 5% 5% 5%

Europe 24% 13% 15% 2% 9% 2% 22% 2% 9% 2%

Middle East 19% 3% 11% 2% 16% 19% 14% 9% 5% 3%

China 3% 3% 8% 1% 2% 25% 30% 7% 20% 2%

India 6% 9% 13% 2% 30% 0% 6% 14% 16% 2%

Total 11% 6% 11% 2% 17% 9% 22% 7% 13% 3%

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Campus fit Cultural di erences

Distance from family and friends

Funding Language barriers

Making new friends

Safety on campus

Safety in adjacent

areaOther

North America 9% 7% 28% 38% 4% 7% 2% 2% 3%

South America 3% 15% 21% 33% 15% 9% 0% 0% 3%

Asia (Other) 12% 12% 9% 34% 14% 12% 1% 3% 4%

Africa 7% 13% 9% 51% 2% 9% 2% 4% 2%

Europe 4% 10% 40% 25% 8% 10% 0% 0% 2%

Middle East 3% 13% 10% 34% 15% 16% 2% 3% 3%

China 8% 17% 5% 8% 35% 13% 6% 5% 5%

India 7% 10% 20% 46% 2% 6% 1% 2% 7%

Total 8% 12% 15% 32% 14% 10% 2% 3% 4%

What is the main reason you decided to study abroad?

What was your main concern studying abroad?

How prepared did you feel for studying abroad?

What was the main challenge during the admissions process?

How involved were your parents in your decision to apply to universities in the United States?

How many universities did you apply to in the United States?

Did you visit campus at a university in the United States?

How many universities did you apply to in other countries (not United States)?

Appendix A: Survey Results by Region


Enrolled at university in

home country

Enrolled at university in

other country

Increase in at-home

duties

Limited funding from

home country

government

Limited funding from

US government

Limited personal funding

Not prepared to leave

home, family and friends

Went into workforce Other

North America 11% 0% 0% 6% 17% 44% 0% 0% 22%

South America 0% 0% 0% 0% 33% 0% 0% 0% 67%

Asia (Other) 6% 6% 6% 0% 19% 44% 0% 0% 19%

Africa 0% 0% 0% 0% 14% 57% 0% 0% 29%

Europe 0% 0% 0% 0% 33% 33% 0% 0% 33%

Middle East 6% 13% 0% 6% 31% 13% 0% 0% 31%

China 17% 17% 17% 0% 17% 0% 33% 0% 0%

India 9% 9% 0% 9% 9% 27% 0% 9% 27%

Total 7% 6% 2% 3% 20% 33% 2% 1% 25%

What was the main reason you did not enroll at a university in the United States?

Strongly did not meet

expectation

Did not meet expectation

Met expectation

Strongly met expectation

North America 2% 6% 63% 29%

South America 0% 11% 61% 29%

Asia (Other) 1% 17% 57% 25%

Africa 4% 21% 61% 14%

Europe 0% 5% 61% 34%

Middle East 5% 18% 48% 30%

China 1% 18% 72% 9%

India 2% 16% 63% 19%

Total 2% 15% 62% 22%

Download an app from a university

Live chat with college admissions

Use messaging app with college

admissions

Schedule a campus visit

Submit a college

application

Take a virtual

campus tour

Text with college

admissions

Video chat with college admissions

Viewed univ. social media

on mobile browser

Viewed university website on

mobile browser

North America 60% 3% 12% 12% 16% 21% 14% 0% 48% 57%

South America 59% 3% 3% 16% 13% 22% 6% 3% 56% 78%

Asia (Other) 58% 2% 7% 5% 9% 17% 5% 1% 53% 77%

Africa 46% 0% 20% 0% 17% 20% 2% 0% 46% 71%

Europe 57% 5% 7% 7% 7% 14% 2% 2% 45% 57%

Middle East 55% 2% 8% 10% 3% 8% 10% 0% 40% 72%

China 75% 11% 6% 12% 14% 17% 10% 4% 39% 63%

India 57% 3% 8% 6% 9% 23% 13% 2% 52% 68%

Total 60% 4% 8% 8% 10% 18% 9% 2% 48% 69%

iPhone Android Windows

North America 64% 34% 2%

South America 81% 19% 0%

Asia (Other) 55% 43% 2%

Africa 27% 68% 5%

Europe 46% 51% 2%

Middle East 51% 46% 3%

China 83% 16% 1%

India 28% 64% 9%

Total 54% 42% 3%

Yes No



Asia (Other) 96% 4%

Africa 95% 5%

Europe 93% 7%

Middle East 95% 5%

China 94% 6%

India 97% 3%

Total 95% 5%

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Who did you communicate with during the admissions process?

Which mobile smartphone do you own?

Do you own a mobile smartphone? Has your college experience met your expectations?

Email In person Live chat Mail Messaging app Phone call Text Video chat

North America 80% 2% 2% 2% 0% 15% 0% 0%

South America 88% 6% 0% 0% 0% 3% 0% 3%

Asia (Other) 87% 4% 1% 1% 1% 4% 2% 2%

Africa 74% 5% 2% 2% 2% 14% 0% 0%

Europe 89% 4% 0% 2% 0% 4% 0% 0%

Middle East 89% 3% 2% 0% 0% 6% 0% 0%

China 77% 9% 7% 3% 3% 1% 0% 0%

India 87% 2% 2% 2% 0% 7% 1% 0%

Total 84% 4% 2% 2% 1% 6% 1% 1%

What was your preferred way to communicate with college admissions?

On your mobile smartphone, which of the following have you done?

Are you currently enrolled at a university in the United States?

FireChat GroupMe Secret WhatsApp Whisper Yik Yak Other

North America 0% 9% 2% 76% 0% 24% 10%

South America 0% 6% 3% 91% 3% 13% 6%

Asia (Other) 1% 6% 1% 56% 2% 14% 16%

Africa 0% 10% 0% 95% 0% 7% 15%

Europe 0% 14% 0% 69% 0% 33% 10%

Middle East 2% 5% 0% 80% 2% 15% 7%

China 4% 6% 3% 21% 4% 7% 27%

India 0% 3% 0% 96% 1% 6% 6%

Total 1% 6% 1% 67% 2% 13% 13%

Yes No



Asia (Other) 89% 11%

Africa 65% 35%

Europe 93% 7%

Middle East 72% 28%

China 95% 5%

India 91% 9%

Total 86% 14%

On your mobile smartphone, have you used any of the following messaging apps?

Appendix A: Survey Results by Region

Admissions counselors

Currently enrolled students

Financial aid reps. Int’l services Other int’l

students Professors

North America 88% 32% 24% 46% 30% 14%

South America 75% 19% 25% 56% 25% 16%

Asia (Other) 73% 20% 12% 43% 22% 13%

Africa 79% 12% 14% 54% 9% 2%

Europe 63% 30% 12% 63% 19% 9%

Middle East 75% 21% 8% 39% 20% 25%

China 68% 36% 3% 29% 39% 10%

India 61% 49% 7% 38% 29% 14%

Total 71% 31% 11% 42% 26% 13%


1. Kena, G., Aud, S., Johnson, F., Wang, X., Zhang, J., Rathbun, A., Wilkinson-Flicker, S., and Kristapovich, P. (2014). The condition of education 2014 (NCES 2014-083). U.S. Department of Education, National Center for Education Statistics. Washington, DC. Retrieved November 12, 2014 from http://nces.ed.gov/pubs2014/2014083.pdf

2. Noel-Levitz, Inc. (2008). What matters to international students? An analysis of their satisfaction and priori-ties. Noel-Levitz, Inc. Coralville, IA. Retrieved November 12, 2014 from https://www.noellevitz.com/papers-re-search-higher-education/2008/what-matters-international-students

3. Institute of International Education, Inc. (2014). Open Doors 2014: International students in the United States and study abroad by American students are at all-time high. San Francisco, CA. Retrieved November 17, 2014 from http://www.iie.org/Who-We-Are/News-and-Events/Press-Center/Press-Releases/2014/2014-11-17-Open-Doors-Data

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References


Alexandra Sigillo is a research and data analyst at Uversity, Inc. focused on predictive modeling, survey research, and institutional partnerships. She combines data and storytelling to communicate how social behavioral metrics impact student enrollment and success. Prior to joining Uversity in 2012, Alexandra received her Ph.D. in social psychology from the University of Nevada, Reno.

About Author

Alexandra Sigillo Research and Data Analyst

Uversity partners with over 150 colleges and universities to provide an industry-leading student engagement platform that improves enrollment and student success. Through UChat and Schools App, we are connecting over 4.5 million students with the right information and people during the admissions process, and leveraging these student-to-student interactions to help higher education institutions proactively shape today’s incoming class.

We help our partners:

• Provide an engaging, mobile experience for prospective and admitted students

• Create and deliver targeted outreach to best-fit students

• Grow, shape and manage enrollment

To learn more about how our mobile student experience, communication platform and predictive analytics can benefit your institution, connect with a member of our team at [email protected].

About Uversity

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