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PRESENTATION
How to Create an Effective Agent- Educator Recruitment Strategy
Mike Henniger , ICEF Amit Jalan, EEC
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Through students’ eyes: education abroad
I don’t know another language. Will this be a problem?
What should I study?
There are so many schools to choose from...
What is best for me?
Can I apply for a scholarship?
How will I come to terms with life in a new country?
What challenges should I expect to face?
Who can help me explain this to my parents?
Where should I study? What city, what state?
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Indian student journey for Fall 2017
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Maslow’s hierarchy of student needs
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1. YOU HAVE STUDENTS’ ATTENTION
2. THEY’RE CHECKING YOU OUT
3. THEY ASK FOR INFO
4. THEY APPLY
5. YOU OFFER ADMISSION
6. THEY ENROL
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▶ Reputation ▶ Affordability ▶ Scholarships▶ Turn around time ▶ Accessibility ▶ ROI
Positioning: What is your UVP?
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Are we all speaking the same language?
▶ Earned media ▶ Counselor training ▶ UVPs▶ Marketing materials ▶ Peers▶ Knowing your market
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Engagement: 2+2=5
▶ Joint marketing ▶ Dedicated scholarships▶ Fam tours ▶ Marketing materials ▶ Digital support
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Education is more than IELTS and GPA’s
▶ Share positive stories
▶ Create an emotional connection
▶ Lead with your people
▶ Be aspirational
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Understanding India from a recruitment perspective
My 8 kinds of India
1. India of Dizzying Statistics❖ 1. India of Dizzying Statistics:
❖ Population of 1.27 Billion.
❖ Two and half times smaller than Canada in terms of land size.
❖ Population of the city of New Delhi = Population of entire Canada
❖ 33,600 higher education institutions. 24 million students currently in higher ed., and 14 million set to join in the next few years, requiring another 20,000 higher education institutions.
❖ 50% of the population is under the age of 25. By 2020 next year average age of the country will be 29. The largest workforce the world has ever seen in all of human history.
❖ Demographically a unique point in history and a great burgeoning opportunity for higher education institutions in North America and international mobility in general.
1. India of Dizzying Statistics❖ CGS survey says 66% of all US graduate enrolment is from China
and India. But outbound numbers from India growing more quickly than China.
❖ SEVIS data shows a 32% growth from India compared to July 2016 vs July 2015. This growth has now slowed.
❖ Peak Period Data - IIE Open Doors report shows 113,500 students from India in 2014 and 150,000 in 2015 of which 75% are graduate students and 10% undergraduate.
2. India of Maintenance / Growth / Potential (Exploratory) Market Segments
❖ Do a short survey in your institution to find out where your students come from to identify your own market segments.
❖ Traditionally metro cities have been maintenance markets such as Mumbai (Bombay), New Delhi (NCR National Capital Region), Ahmedabad, Hyderabad, Bangalore (Bengaluru), Chennai (Madras), Chandigarh.
❖ Growth market cities such as Vadodara (Baroda), Surat, Kolkatta, Pune, Nagpur, Cochin, Vijaywada, Vishakhpatnam (Vizag), Jalandhar, Ludhiana, Patiala, Amritsar.
❖ Potential Exploratory cities such as Indore, Bhopal, Aurangabad, Nashik, Jaipur, Kanpur, Lucknow, Goa, Guwahati (NE India), Mysore, Coimbatore, Trichy, Mangalore, Guntur.
❖ Markets may vary with each institution depending on its historical recruiting relationship with the country and its past marketing efforts.
3. Circular Distance recruitment zones based on North American Visa Offices
Chandigarh
New Delhi
Mumbai Kolkatta
Hyderabad
BengaluruChennai
200 kms recruitment circular zone.
Juxtaposition on a map of India
Hyderabad is #2 US Embassyin the world in terms of
number of student visas processed
4. India of Languages
❖ Over 22 main languages and hundreds (448) of regional dialects.
❖ Does everyone in India speaks English? Less than 7% actually have conversational ability. This small percentage makes India the 2nd largest speaker of English in the world after USA.
❖ Our agency sees as many as 30% of our students enrolling with ESL component conditional admissions at institutions in USA.
❖ There exists a robust Pathway/ESL conditional admissions market.
5. India of sophisticated students & parents
❖ Highly selective about what and where they want to study.
❖ Emphasis of selectivity based on institutional brand and published rankings*.
❖ These students are usually found in cities such as New Delhi, Mumbai, Bengaluru (Bangalore), Kolkatta and other cosmopolitan cities.
❖ These students are also found all over the country in International high schools offering the International Baccalaureate (IB) Diploma program and the Cambridge IGCSE program.
6. Emigration India, strong connections with North America
❖ Expat community settled overseas accounts for one of the largest immigrant pools in North America.
❖ Studying abroad as a cultural, familial marker for family’s global presence and prosperity.
❖ Regional destination preference inclinations include:
❖ Gujarat - USA / Canada (ON) / Australia / UK
❖ Punjab - Canada (ON & BC) / UK / Australia / USA
❖ Andhra Pradesh & Telangana - USA / Canada / Germany / with strong cultural marker inclination towards USA as a passport to good marriage proposals.
❖ Kolkatta - UK / USA / Canada - Non STEM program market predominantly comprising families of either highly educated pedigree or wealthy business families. An upcoming UG market.
❖ Kerala - Nursing study & work opportunities Worldwide - Pre-dominantly nursing market with strong intent on settlement via work via licensing via study.
7. Regional Classification
8. Pockets with limited interest in studying abroad
❖ Often known as the “Hindi” belt after the national language. Main regions comprising of Uttar Pradesh, Madhya Pradesh, Jharkhand, Bihar, Rajasthan.
❖ Limited market potential in Jammu & Kashmir, North East India and Tribal states of Orissa, Chattisgarh.
Contact Info
Mike HennigerICEF, GmbH www.icef.com
Amit JalanEEC
