International student recruitment organisation, strategy and targets

Who am I? Stefan Haglund Communication strategist, International Student Recruitment stefan.haglund@lnu.se

My role since three weeks… Communication strategist, International student recruitment Coordinate the international student recruitment within the university. Make sure that all departments involved cooperate, such as faculties, Communications Office, External relation, Office of Student Affairs etc. ”Project lead” the international student recruitment team and make sure that a strategy and plan of action is set Contact person from International student recruitment team towards university management and Committee for Internationalisation Coordination and fundraising regarding external scholarship

Groups Committee for Internationalisation Working group for International student recruitment International student recruitment team

International student recruitment team, KOM Stefan Haglund: Project leader International student recruitment, strategy, coordination, fairs, education consultants, student ambassador, etc. Henrik Edlund (Shanghai Office): Asian coordinator, Budget responsibility, fairs, education consultants, etc. Rasmus Franzén: Web, international advertising/marketing, Linnaeus University Summer Academy (LUSA), Social media, student ambassador etc. Emma Heine(Therese Engdahl): Printed material, Graphic design etc. Working meetings every second Friday. Every second meeting representatives from Admission Office, Caroline Abrezol, and International Office, Lina Mann, are invited in order to secure the cooperation between Communications Office and Office of Student Affairs. Magnus Källström, Head of Student recruitment also attends every second meeting.

Current situation, Very short… Apr. 500 active tuition fee paying students 2017. Strong growth since 2011 when introduced. First year 68 paying students. Autumn 2016: Spoiled year?! 370 paying students became 220 after the reimbursements autumn 2016! New rules from The Board of Migration Autumn 2017: 250 paying students so far. Estimated 400-450 tuition fee paying students autumn 2017. Biggest countries: Pakistan, China, Bangladesh, Iran, India, Cameroon, Ethiopia, Russia, etc. Apr. 50-60 new scholarship students each year

Targets and focus countries for 2017 Increase the amount of new tuition fee-paying students with apr. 10-15 perc. compaired with last year. Increase diversity when it comes to nationality applying students in order to strengthen the representation of different nationalities Increase Linnaeus University’s visibility and strengthen the trademark through quality assured efforts at fairs and other target group customized marketing activities.  Increase the quality on the students recruited through education consultants.   Increase the amount of tuition fee paying students for the Summer Academy with 10 perc. Compaired with last year.  Develop the cooperation within the University regarding international student recruitment Focus countries: Bangladesh, India, Indonesia, China and Pakistan

Recruitment channels… Shanghai Office One person employed, coordinating recruitment activities in China and Southeast Asia. Student fairs Around 6 education fairs/year. Eg. China, India, Indonesia, Brazil, Malaysia, UK. Use of alumni students. Printed material Programme catalogue in English and Chinese, Summer Academy material etc. Online marketing Education portals, Bookboon.se, Facebook, Sqore.com

Recruitment channels… Education Consultants Around 25 in different countries, contracted on commission. Student ambassadors ”E-mail a student” on Lnu.se. Calling-service towards admitted students. Pre-departure events Events towards admitted students in countries with a large number of admitted students. Linnaeus University Summer Academy Used as a trial or as preparatory course

Main areas of improvement Scholarships More company-related scholarships to offer international students. ROI and evaluation Better measuring/tracking of recruitment activites. CRM system introduced from autumn 2016. Prioritize! Internships and company-collaborations for students’ thesis’ Closer connections with the surrounding businesses in order to offer more opportunites for internships or other career opportunities. Alumni Established alumni network to use for recruitment and career’s advice for current students. Support towards students The better support/service we can offer, the less problems for the students.

What do we want from the Committee? Involvement, strategy, targets and focus countries How do we achieve? Attendance at 3-4 meetings each year in order to involve Committee A workshop every year on which we set the strategy, targets and focus countries and evaluate the work which has been done.

Targets and focus countries for 2018? Since we are a bit late in the process of booking a workshop for this year I have discussed with Ann-Charlotte and she has asked us from International Recruitment team to suggest the targets for coming year and mainly stick with the plan of action we already have from last year. After the summer we will therefore present strategy, targets, focus countries and the main activies which will be achieved the autumn 2017 and spring 2018 within a plan of action. This plan of action should if accepted be approved by Committee for nternationalisation and Quality Assurance council

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