1. eRecruitment Trends, 20041 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | 26 May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck C.E.O. of usjournal.com, LLC cheryl@usjournal.com Co-Presenter: Jean Z. Frisbie U.S. Department of State http://educationusa.state.gov FrisbieJZ@state.gov

2. eRecruitment Trends, 20042 Overall Trends in Global Recruitment Collaboration among all entities, directing prospective students online: Print / Travel / Alum Sister School Affiliations / Agents ESL and Degree Programs University / Community College Challenge: Coordination of efforts

3. eRecruitment Trends, 20043 EducationUSA Advisers Past: catalogues, view books, videos Now: CD-ROMs, DVDs Future: EducationUSA logo and link

4. eRecruitment Trends, 20044 More EducationUSA Tips for internationally-friendly websites Clear title and link from front page Few graphics Friendly faces Admissions and financial aid information for international students in one spot Contact person and e-mail address

5. eRecruitment Trends, 20045 General Online Uses Students in the NetGeneration (prospects born digital, after 1982) expect more personalized attention, because they know what is available to them. Caution: Consider privacy issues in different cultures.

6. eRecruitment Trends, 20046 Personal Responses to eMail Inquiries Ultimate Scenario: All students complete a form for effective, automatic filtering – especially with regard to financial capabilities. Reality: Some cultures are wary about supplying personal data via online forms.

7. eRecruitment Trends, 20047 Student Preferences 22% - Complete an online form 31% - eMail 14% - Chat online 8% - Text messages 10% - Telephone Conversations 15% - Meet international admissions counselors in person source: usjournal.com student survey, May 2004

8. eRecruitment Trends, 20048 Communication Plan Most campuses have one, triggering numerous messages. Caution: CAN SPAM Legislation o Student must volunteer personal info o Sender must include mailing address o Sender must respect opt-out

9. eRecruitment Trends, 20049 Basis of a Students Admissions Decision Then: Word-of-Mouth, in close proximity Now: Word-of-Mouse; no geographic limitations Valuable Resource: Todd Davis Atlas of Student Mobility

10. eRecruitment Trends, 200410 Accountability for Marketing Efforts Prospective students are moving targets, literally. More of an art than a science. Its messier than you think. Un-intended consequence: Reluctance to accept responsibility

11. eRecruitment Trends, 200411 Decision-Maker for Global Promotions Account Executive at Ad Agency As online promotions increase in complexity, theres a real trend toward outsourcing to the experts Caution: Is it healthy for the overall promotion of U.S. education?

12. eRecruitment Trends, 200412 Web Page Developer Dedicated Web Team, either on- campus or off-campus Fresh content is still king Goal is to encourage prospective student to return to the site

13. eRecruitment Trends, 200413 Online Venues for Global Promotion Get creative about placing targeted links, so students naturally navigate directly to your site. Consolidation / cross-promotion of current international recruitment sites. Caution: Know where your site is being promoted.

14. eRecruitment Trends, 200414 Search Engine Placement Click Fraud Engineers have made pay-per-click nearly obsolete. Expect online international recruitment to continually evolve, as someone is bound to build a better mousetrap.

15. eRecruitment Trends, 200415 Popular Search Terms was: free, sex, xxx, gratuit, music… is: multi-word queries will be: even more specific, where the user applies effective parameters Challenge: Embed an effective search mechanism within your site

16. eRecruitment Trends, 200416 Handheld Online Access Appropriate mode of communication only in a few instances, such as specific deadlines for applications or scholarships, or for alerting the student of a change of venue for a specific event. More important as a tool for viral marketing.

17. eRecruitment Trends, 200417 Global Online Language Populations 729 million users as of March 2004 (Source: global-reach.biz) -------------------- 11.5% of the worlds population -------------------- English speakers: 25% of users by 2010 -------------------- Digital Divide is wide. More affluent?

18. eRecruitment Trends, 200418 Whats new from overseas? Reactions to challenges to U.S. study – outreach, outreach, more outreach Use of local languages – attract younger audiences, calm parents, show welcome

19. eRecruitment Trends, 200419 Look to the Future Past few years: more computers in EducationUSA centers for student use Present: web site development Local languages Tailored content Future is now: interactive sites – chats, groups, newsletters To come: university banners

20. eRecruitment Trends, 200420 Sign up for a free subscription to Leave your business card Write to cheryl@usjournal.com Access www.usjournal.com Thank you! usjournal.communiqué eRecruitment Trends and Techniques Published by Cheryl Darrup-Boychuck usjournal.com, LLC

21. eRecruitment Trends, 200421 eRecruitment Trends and Techniques NAFSA Conference | Baltimore | May 2004 Session Chair / Co-Presenter: Cheryl Darrup-Boychuck C.E.O. of usjournal.com, LLC cheryl@usjournal.com Co-Presenter: Jean Z. Frisbie U.S. Department of State http://educationusa.state.gov FrisbieJZ@state.gov