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"Covering Innovation and Best Practice in Online Student Communication"
Journal of College Student Retention and Recruiting for both On-Campus and Online Universities
Daniel Obst
The Increasingly Competitive International Market
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PEOPLE WITH IMPACT INTERVIEW - Daniel Obst, Director of Membership and Higher Education Services for the Institute of International Education (IIE), shares his unique insights on international student recruitment, enrollment, and participation trends in study abroad in the following interview with EDUInsight.com.
Q: What trends are emerging in international student enrollment, and how are current international recruitment practices affecting enrollment levels?
Daniel Obst: According to the Open Doors Report for International Educational Exchange, a report IIE produces yearly on behalf of the U.S. Department of State’s Bureau of Educational and Cultural Affairs, the number of international students coming to study in the U.S. has increased by three percent in the 2006/07 academic year. In past years, following September 11, there was a small decline in the number of international students coming to the U.S., but many things have occurred since then that have helped increase the number of students electing to study in the U.S., many of which deal with the recruitment component. In general, we are seeing more U.S. universities actively stepping up their international recruitment efforts. Many institutions are participating in the various recruiting fairs taking place around the world. Just this fall, we have seen a strong increase in the number of U.S. institutions participating in IIE’s Higher Education Fairs in Asia. We have also seen a strong increase in interest among Asian students. Many schools have taken other proactive steps to ensure their international enrollment levels do not decline, including establishing new international collaborations with institutions overseas, developing new programs that appeal to international students, and allocating more money toward international recruitment efforts through advanced marketing materials and the hiring of additional staff to manage international student recruitment and admission.
Q: What effects are the recruitment/enrollment trends having on the online environment in general?
Daniel Obst:
We are seeing more online recruitment fairs that are aimed at connecting U.S. universities with students in various international countries, especially China and India. Conducting an online fair helps institutions that might not be able to afford a full, on-site recruitment trip, while still providing them the opportunity to virtually meet their prospective student base. The U.S. Electronic Education Fairs, part of a joint initiative between the U.S. Department of Commerce and the U.S. Department of State, is just one of many examples.
Q: What notable trends are emerging in higher education marketing plans?
Daniel Obst: The use of multilingual content is becoming increasingly popular – both online and in print. Having your college website, or even just a few pages with information about the campus and the application procedures in languages other than English is an important recruitment tool and can greatly enhance an institution’s web presence. In several countries, especially in key sending countries like India, China, and Japan, parents play an integral role in the decision making of the student and which colleges or universities they will apply to. Not only is the use of the local language a sign of respect in many countries, but parents often do not speak English as well as their college-age children, so it is becomes necessary that online and print marketing materials are multilingual and of use to those parents. A lot of university websites are now offering at least basic information in various languages. In fact, at IIE’s recent recruitment fairs in Asia, I noticed that many of the participating U.S. institutions offered brochures in different languages just explaining the basics—what to expect from the institution, information on the admissions process, campus life, and so on.
Q: What are emerging key motivators for students to participate in international education?
Daniel Obst: Overall, the number of internationally mobile students is increasing quite rapidly. The most recent statistics suggest that about 2.7 million students are being educated outside of their home countries, and this number is expected to grow to about 8 million students by the year 2020. The United States is still the most popular destination for these students, largely because of the wide variety and large number of higher education institutions in the US and because of the excellent quality and reputation of these institutions in their home countries. In general, students tend to pursue an education in another country for career-related reason, hoping to gain experience for future employment and to improve their chances for finding a good job. And, of course, they go abroad to improve their foreign language skills. American students are also showing increased interest in studying abroad because the experience can serve as an incredible resume booster. Students want to get an edge in the marketplace.
Born and raised in Germany, Daniel Obst completed his undergraduate education at The George Washington University in Washington, D.C. After obtaining a graduate degree in European Studies at the London School of Economics, Daniel relocated to New York to work with an internet startup called iAgora.com, an online community designed for young internationals that live, work and study abroad. Daniel later utilized his new media and international education experience to re-launch IIENetwork.org, the membership website of the Institute of International Education, where he has served as Director of Membership and Higher Education Services since 2001.
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Additional sections of this journal address student recruiting and student retention. We have also placed all articles with a common theme of online education and distance education programs in a separate portal. New articles will be posted each Monday, please check back by bookmarking this site or placing a link to this Innovative Practices in Communicating with Students portal.
