eRecruitment Trends and Techniques
NAFSA Session GS-008 | Seattle | 1 June 2005
Session Chair / Co-Presenter:
Cheryl Darrup-Boychuck
C.E.O. of usjournal.com, LLC
http://www.usjournal.com
cheryl@usjournal.com
ph 570-339-4731
Co-Presenter:
Rachel Waldstein
U.S. Department of State
http://educationusa.state.gov
WaldsteinRE@state.gov
ph 202-619-4568
NAFSA Session GS-008
1
The soul of the Internet
is up for grabs.
• Spam Statistics (Pew Project)
• 73% of all eMail; 6% respond
• Proposed Solutions
• Safe Lists, Virtual Postage
• Privacy Policies
• Alternative Media
• Phone, audio, XML / RSS…
NAFSA Session GS-008
2
Creativity makes a comeback...
via the journey to your URL.
 Successful
≠ Most Polished
Mass Transit Opportunities
 Clever Take-Aways
 Business-Card-Sized Promos


Customer-Oriented Sensitivity
 Example: Southwest Airlines
 = SEVIS Reimbursement
NAFSA Session GS-008
3
(Trustworthy) statistics don’t lie;
no excuse to market blindly.
Source: Global Reach
NAFSA Session GS-008
4
Welcome to the
Era of Precision Marketing.
and Yahoo! localization
 GeoMarketing example: Absolut
 Pay-Per-Click Campaigns
 Google
Points of Latitude, Longitude
 Caution: Click Fraud

 Update

Content; Inbound Links
EducationUSA.state.gov
NAFSA Session GS-008
5
Collaborative efforts abound.
(It’s messier than you think.)
 Recruitment
Fair Market
 Shared Resources = Messy
 Education = Shopping
 IIE’s Atlas of Student Mobility
 Handshake vs Psychometrics
 Like all paradigm shifts:

Old will be enriched by the new
NAFSA Session GS-008
6
U.S. Department of State
Bureau of Educational
and Cultural Affairs
EDUCATIONAL INFORMATION
&
RESOURCES BRANCH
NAFSA Session GS-008
7
478 Centers in 8 Regions;
8 Regional Educational
Advising Coordinators (REACs)
S. EUROPE/ MIDDLE EAST/
N. AFRICA
EUROPE
Kristen Cammarata
Sherri Spillman
EURASIA
Allison Hawley
EAST ASIA/PACIFIC
Chalintorn Burian
MEXICO/ CENTRAL
AMERICA/
CARIBBEAN
Nichole Johnson
SOUTH
AMERICA
Rosemarie Arens
AFRICA
SOUTH ASIA
Kathleen Alam
Nancy Keteku
NAFSA Session GS-008
8
Technology Survey Responses









Africa: 14/ 45
East Asia & Pacific (EAP): 14 / 120
Eurasia: 19 / 68
Europe: 27 / 95
Middle East & North Africa (MENA): 3 / 12
Mexico, Central America, & Caribbean (MCAC): 8 / 51
South America: 37 / 73
South Asia: 9 / 19
TOTAL REPONSES: 131
NAFSA Session GS-008
9
Internet Access & Reliability:
Excellent, Good, Fair, or Poor?
80% of all regions report either excellent or good access
25%
Average
55%
South Asia
67%
South America
24%
MCAC
25%
MENA
65%
50%
Excellent
33%
Europe
33%
44%
Eurasia
Good
56%
68%
EAP
50%
Africa
14%
0%
29%
36%
25% NAFSA Session
50%
GS-008
75%
100%
10
Technology Used by Centers
100%
85%
80%
61%
60%
40%
21%
18%
20%
10%
10%
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ts
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ite
0%
NAFSA Session GS-008
11
Comments from Advisers


Congo: “The demand for technology is
increasing… however, the suppliers of Internet
service are very limited and very expensive… lack
of dependable electricity anywhere in the
country.”
Zimbabwe: “It is no longer feasible for students
from anywhere, Zimbabwe inclusive, to apply to
the US without using email/Internet on a regular
basis.”
NAFSA Session GS-008
12
More Comments from Advisors



Taiwan: “With our government’s goal to turn Taiwan
into “technology island” and as leading computer
components manufacturer, the access to internet is just
as easy and necessary as breathing air.”
India: “[The] Internet boom really helped Indian
students applying to US universities.”
Brazil: “The increasing use of technology at our center
and country has made our outreach work as advisers
easier and faster.”
NAFSA Session GS-008
13
Preferred Format for
Receiving Information
100%
80%
71%
63%
54%
60%
40%
17%
20%
0%
Print
CD Rom
Web link
NAFSA Session GS-008
PDF
14
Tips for
Internationalizing Your Website
Clear title and link from front page
 Admissions and financial aid information
for international students in one place
 Few graphics
 Friendly faces
 Multiple languages (basic information)
 Contact person and e-mail address

NAFSA Session GS-008
15
Final Notes

Visit our website--
http://exchanges.state.gov/education
/educationusa/uniadvising.htm
Contact EducationUSA advising centers
directly
 Offer financial aid / scholarships

NAFSA Session GS-008
16
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NAFSA Session GS-008
17
eRecruitment Trends and Techniques
NAFSA Conference | Seattle | 1 June 2005
Session Chair / Co-Presenter:
Cheryl Darrup-Boychuck
C.E.O. of usjournal.com, LLC
http://www.usjournal.com
cheryl@usjournal.com
ph 570-339-4731
Co-Presenter:
Rachel Waldstein
U.S. Department of State
http://educationusa.state.gov
WaldsteinRE@state.gov
ph 202-619-4568
NAFSA Session GS-008
18