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Diversity & Inclusion in
International Recruitment
Presented by: Jasmin Saidi-Kuehnert, ACEIWilliam Paver, Ph.D., FCSALaura Sippel, Laura Sippel Dynamic Consulting
March 27, 2018 8:00AM – 9:15 AMSession ID 7143
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Speakers• Jasmin Saidi-Kuehnert
President & CEOAcademic Credentials Evaluation Institute, Inc. (ACEI)
• William Paver, Ph.D.PresidentForeign Credential Evaluation Service, Inc. (FCSA)
• Laura SippelMarketing ConsultantLaura Sippel Dynamic Consulting, LLC
Learning Outcomes of this session:
• Overview
• Deeper Insight
• Tools
• Review & Helpful Links
Overview: Diversity & Inclusion
• Jasmin Saidi-Kuehnert
President & CEO
Academic Credentials Evaluation Institute, Inc. (ACEI)
Definitions:
Diversity: Individual differences (e.g., personality, learning styles, and life experiences) and group/social differences (e.g., race/ethnicity, class, gender, sexual orientation, country of origin, and ability as well as cultural, political, religious, or other affiliations)
Inclusion: The active, intentional, and ongoing engagement with diversity—in the curriculum, in the co-curriculum, and in communities (intellectual, social, cultural, geographical) with which individuals might connect—in ways that increase awareness, content knowledge, cognitive sophistication, and empathic understanding of the complex ways individuals interact within systems and institutions
Source: Association of American Colleges and University (AACU)
Why are Diversity & Inclusion Important?
• Globalization-Internationalization Cycle - increased international immigration flows and increased global interdependencies
• Democratization of Higher Education – increased pressure for equality-equity in all aspects of education & emergence of lifelong learning as a human right
Globalization is not a modern-day phenomena
Globalization has been happening since humans first migrated out of Africa
1000’s of years ago
Modern Globalization
Modern globalization goes back just a fewhundred years with the advent of moderninternational trade (for instance, the SilkRoad).
Discovery of the New World (that is, the Western
hemisphere)
Modern Transportation
and the development of modern international and intercontinental transportation systems such as railroads, ships and aircraft.
Digital Revolution
The Digital Revolution in the midto late 20th century furthercompressed time and spaceboundaries in ways never beforeimagined. Globalization is theprocess of a continually shrinkingworld.
The Internet
Deeper Insight
• William Paver, Ph.D.
President
Foreign Credentials Service of America, Inc. (FCSA)
History of Diversity/Empowerment in the U.S.(a partial list)
• American and French Revolutions
• Slavery and the African American Experience • Mexican War/Annexation• The Know Nothings• Irish/Italian Experience• Chinese/American Railroad• Isolationism/WW 2• Civil Rights/MLK• Caesar Chavez/Union• Feminism/Gloria Steinem• Stonewall/New York
Diversity Encompasses:
• Awareness and acceptance
• Understanding that individual is unique
• Recognizing our individual differences
Diversity Encompasses (cont./):
• These differences can be along (but not limited to) race, ethnicity, gender, sexual orientation, socio-economic status, age, physical abilities, religious beliefs, political beliefs, or other ideologies.
• It is the exploration of these differences in a safe and positive environment.
• It is about understanding each other and moving beyond simple toleranceto understanding the different dimensions of diversity contained within each individual.
Diversity Defined in the Context of International
Exchange
• Global Competition
Heightened global competition of mobile students means recognizing that international students are valuable intellectual and economic assets and that there is now fierce worldwide competition for these students.
Diversity Defined in the Context of International
Exchange
• Global Competition
From the point of view of academics and educators,international students provide opportunities for domestic students to engage with those coming from different cultures, which, in turn, allow them to shed stereotypes, explore new perspectives, and gain intercultural skills.
Diversity Defined in the Context of International
Exchange
• Global Competition
More and more American institutions are beginning to incorporate international students as part of their “comprehensive internationalization strategies” (ACE 2011).
Diversity Defined in the Context of International
Exchange
• Global Competition
A comprehensive internationalization strategy views internationalization as a process that is deeply intertwined with the teaching, research, and outreach missions of the university, rather than just as a set of discrete activities like study abroad and international student recruitment (Hudzik 2011).
Source: IIE Open Doors 2017 http://www.iie.org/operations
Open Doors Explained: Data by Country and
Region of Study
https://www.iie.org/Research-and-Insights/Open-Doors/Data/International-Students/Places-of-Origin/All-Places-of-Origin/2015-16
International Students in the U.S.: What they study
https://www.iie.org/Research-and-Insights/Open-Doors/Data/International-Students/Fields-of-Study
Total # of International Students by Country & % of
Increase & Decline Over Previous Year
https://www.iie.org/Research-and-Insights/Open-Doors/Fact-Sheets-and-Infographics/Data-by-Region-Fact-Sheets
U.S. Institutions & How Many International
Students they Enroll
https://www.iie.org/Research-and-Insights/Open-Doors/Data/International-Students/Leading-Host-Institutions
Considerations in the Admission of International
Students
http://www.nafsa.org/Professional_Resources/Browse_by_Interest/International_Students_and_Scholars/Network_Resources/International_Enrollment_Management/Conditional_Admissions__Best_Practices_and_SEVP_Concerns/
Best Practices in the Admission of International
Students to a U.S. Institution
http://www.nafsa.org/uploadedFiles/NAFSA_Home/Resource_Library_Assets/Networks/MR/intl-vs-domestic-adm-final.pdf
Ethical Responsibility in the Recruitment of
International Students to U.S. Institutions
https://www.nacacnet.org/globalassets/documents/knowledge-center/international/internationalstudentrecruitmentagencies_nacac.pdf
Cross Cultural Training: What it is & why you need
it
https://www.commisceo-global.com/blog/what-is-cross-cultural-training
Tools
• Laura Sippel
Marketing Consultant
Laura Sippel Dynamic Consulting, LLC
Steps toward a Recruitment Plan
• What practices are already in place?
• What are your growth goals and do
they fit with your marketing and
social media plan?
Getting Started
• Choose your platforms and train staff on these various tools
• Choose your audience – who are they and what do you want them to know?
Define Objectives
• SMART goals: Specific, Measurable, Attainable, Realistic, and Time Bound
• Social Media Listening: understand your audience
• Is your branding on target with your mission
• Get student feedback in regard to the communication style and tools that are working
Source
• Salesforce Marketing Cloud
Content & Social Media Planning
• Plan engagement tactics
- obtain testimony from alumni, current
international and domestic students
telling success stories
- involve parents (the final decision-makers) to tell
success stories
Content & SM Planning (cont./)
• Plan content creation for your social media plan
- choose themes and topics that relate to higher
education
- select media types (blogs, newsletters, videos)
- distribute content
- measure effort – focus on awareness, attention,
and reach
Questions to Ask
• How are students finding us?
• What are the best international markets for us?
- Visa rejection rate
- English Language requirements
- Financial viability
Questions to Ask (cont./)
• What attracts international students to your institution?
• Are you making the most of your strengths?
• Are your offerings diversified? (Programs, student centers, faculty)
More Questions to Ask
• What are your short-term goals?
• What are your med-term goals?
• What are your long-term goals?
• Does your communication strategy address these?
Measure Your Efforts
• Do you know how many inquiries you get from each country?• Do you know the conversion rate from inquiries to admission?• Google Analytics• Facebook Reporting• Who/how do you actually want to recruit and why?
- Build trust via success stories- Have parents involved- Recruitment, retention, and matriculation
Sample Options
• Focus on your strengths and duplicate them in other programs- Athletic scholarships- Dual Degree programs
• Appeal to parents in regard to campus safety• Speak their language• Develop Diversity and Inclusion and You are Welcome strategies• Identify high yield geographic areas for your institution• Develop Social Media Plan (who does this, set schedule for posting,
create relevant content with today’s issues that relate to your institution)
Sample Options (cont./)
• Create staff and student experts within your institution and have on campus advocates
• Use mixed media: email, hard mailings, chat, international office app
• Facebook group ads
• Twitter: Theme days to promote
• Create LinkedIn page
Optimize Your Website
• multilingual microsite
- bring more search engine optimization to your website
- builds ease of admission to speak their language
• Google Analytics show website traffic flow
• Website is easy-to-understand (more icons, native languages)
Top 3 Proven Recruitment Tools
• Overseas recruitment trips
• Education fairs
• Social Media managed by own institution
Review & Helpful Links
“Diversity is an inclusive mixture of our differences and similarities represented by race, culture, color, ethnicity, gender, gender identity, sexual orientation, age, national origin, ancestry, genetics, religion, religious creed, disability status, veteran status, familial status, culture, language, communication, education, socioeconomic status and other dimensions of life. Diversity is also about intergroup relations and our lived experience with each other as neighbors and citizens of the world.” (Statement used by Northeastern University)
Let’s ask ourselves these questions:
• Refer to the definitions of diversity and inclusion and ask whether they capture your vision of diversity and inclusion? How would you suggest improving upon it?
• How would you finish this sentence: We will have achieved an inclusive (insert your institution) community when…?
• How do we most effectively develop a diverse population in our university community?
• What do we need to do as a community to foster a more inclusive environment?
Let’s ask ourselves these questions:
• What should we be doing to foster diversity and inclusion discussions in the classroom and co-curricular activities?
• What existing programs can we extend or new initiatives can we implement to increase diversity and promote inclusivity in our study body, faculty and staff?
• How can we deepen our engagement with our (insert your town/city’s name) neighbors and community to enhance our diversity and inclusion efforts?
• How can (insert you institution’s name) lead the dialogue on race, class, ethnicity, gender, now underway across (city) and around the country and beyond?
Inclusive Excellence
“Diversity should be talked about as “inclusive excellence,” for only when a campus is truly inclusive can it make a
claim to excellence.”
Source: Association of American Colleges and Universities (AAC&U)
Suggestions for further readingDiversity & Inclusion:
https://www.aacu.org/publications-research/periodicals/broadening-our-definition-diversity
http://www.universityworldnews.com/article.php?story=20161102112722844
https://www.aacu.org/making-excellence-inclusive
https://bokcenter.harvard.edu/inclusive-teaching
Inclusive Leadership in Higher Education, by Lorraine Stefani and Patrick Blessinger
Available on Amazon: https://www.amazon.com/Inclusive-Leadership-Higher-Education-International/dp/1138201448
Globalization:
https://briandcolwell.com/2016/06/theres-a-fourth-industrial-revolution-part-3-the-third-industrial-revolution/.html
http://www.universityworldnews.com/article.php?story=20151125184744448
https://acei-global.blog/2018/02/09/dont-give-up-keep-at-it-7-steps-for-us-heis-to-remain-competitive-in-international-education/
Data on the level of diversity of international students coming to the
United States:
https://www.iie.org/Research-and-Insights/Open-Doors/Data/International-Students/Places-of-Origin/All-Places-of-Origin/2015-16
https://www.iie.org/Research-and-Insights/Open-Doors/Data/International-Students/Fields-of-Study
https://www.iie.org/Research-and-Insights/Open-Doors/Fact-Sheets-and-Infographics/Data-by-Region-Fact-Sheets
https://www.iie.org/Research-and-Insights/Open-Doors/Data/International-Students/Leading-Host-Institutions
Additional Links
• The National Association of College Admissions Counselors (NACAC)https://www.nacacnet.org/globalassets/documents/knowledge-center/international/internationalstudentrecruitmentagencies_nacac.pdf
• Cross Cultural Traininghttps://www.commisceo-global.com/blog/what-is-cross-cultural-training
• The Office (NBC) “Diversity Day” (excerpts)
https://www.youtube.com/watch?v=ePbipufCPYw
Thank You!Jasmin Saidi-Kuehnert
William Paver
Laura Sippel
Please complete the session evaluation using the AACRAO mobile app or the paper form provided in your registration packet.
Session ID 7143
