Attracting and engaging international candidatesAttracting and engaging international candidates

Online Marketing & Online Marketing & Candidate AdministrationCandidate Administration

NAFSA 2008 Annual ConferenceNAFSA 2008 Annual ConferenceNunzio Quacquarelli, Managing Director, QSNunzio Quacquarelli, Managing Director, QS28 May 200828 May 2008

AgendaAgenda

About QS

Engaging “Generation Y” Who are they? The marketing lifecycle Online marketing

Candidate Management Tools Introducing QS TopApply Case Study: Candidate Administration at Sciences Po Managing exchange programs Creating a CV book

Copyright © 2008 QS (www.qsnetwork.com)Copyright © 2008 QS (www.qsnetwork.com)

About QSAbout QS

Founded in 1990 More than 80 representatives worldwide

London, Paris, Alicante, Singapore, Beijing,Johannesburg, Sydney, Washington DC

Mission To enable motivated people around the world to

fulfill their potential, by fostering international mobility, educational achievement and career development

Main activities Primary research Leading-edge editorial & publications Developmental events Web solutions

33Copyright © 2008 QS Quacquarelli Symonds Limited (www.qsnetwork.com)Copyright © 2008 QS Quacquarelli Symonds Limited (www.qsnetwork.com)

QS events, publications & servicesQS events, publications & services

QS World Grad School Tour QS World MBA Tour QS Top Universities Guide QS TopMBA Career Guide QS APPLE QS Education Trust QS Intelligence Unit THE-QS World University Rankings

44

QS onlineQS online

QS web sites www.topuniversities.com www.topgradschool.com www.topmba.com www.topexeced.com www.global-workplace.com

QS online products TopMBA Careers TopMBA Scorecard TopApply Prospect Manager TopApply Application Manager TopApply Exchange Manager TopApply CV Manager

AgendaAgenda

About QS

Engaging “Generation Y” Who are they? The marketing lifecycle Online marketing

Candidate Management Tools Introducing QS TopApply Case Study: Candidate Administration at Sciences Po Managing exchange programs Creating a CV book

Who are “Generation Y”?Who are “Generation Y”?

Impatient Team players Hungry for feedback Don’t hold back Fearless of technology Seek stimulation Believe in themselves Sceptical

Who are “Generation Y”?Who are “Generation Y”?

97% own a computer 94% own a cell phone 76% use Instant Messaging. 15% of IM users are logged on 24 hours a day 34% use websites as primary source of news 28% own a blog and 44% read blogs 49% download music using file sharing 75% of US students have a Facebook account 60% own portable music or video device e.g. iPod

Source: Connecting to the Net.Generation: What Higher Education Professionals Need to Know About Today's College Students, Reynol Junco and Jeanna Mastrodicasa (2007)

Don’t forget their parents Don’t forget their parents

“Helicopter parents" are increasingly key influencers Millennials have a near-zero generation gap Parent-child co-purchase decisions are common Consider creating a parallel process to market to parents

International differencesInternational differences

Culture & etiquette Greetings Humour Punctuality Competitiveness

Local references Currency Language Different online media

e.g. search engines China: Baidu 62% Russia: Yandex 62%

International English?International English?

“International” meaning Possible confusion Example

delay period of lateness F: period of time a three week delay

qualified partial, conditional F: total a qualified success

quite very UK: not very he’s quite reliable

table put on the agenda US: take off agenda table a proposal

hear hear UK: disagree I hear what you say

Source: Mind Your Manners by John Mole, 1998

“Invaluable political and psychological profiles of each nationality” - Business Week

SegmentationSegmentation

Select and prioritise messages to fit market segment(s) Age group Nationality Education Qualifications Employment Family Finances Interests Expectations Aspirations

Defining the messageDefining the message

Proposition(s)

Differentiators and USPs Value and evidence Messages to attract.. support.. convert

REPUTATION CAREER PLACEMENT

PROGRAMMES SPECIALIZATION

RoI RANKINGS

COST FINANCIAL AID

LOCATION CAMPUS

DIVERSITY VALUES

INNOVATION STYLE

FACULTY ALUMNI

Campus sessions

Traditionaltools

Innovativetools

Institutional voice

Print media (Brochures, flyers, posters…)

Websites

Press ads

e-PR (online press)

Online ads(search advertising, banners…)

Blogs, Chats, Forums, Wikis, Podcasts…

Corporate blogs, chats, forums, podcasts…

PR(mags, newspapers…)

Fairs

Rankings, guides, (FT, QS, BW…)

Testimonies

Other sites

Media balanceMedia balance

Different voices

School site

Web tools (personal rankings, virtualisation…)

Online marketing objectivesOnline marketing objectives

Target Reach global market Focus on selected segments

Attract Tune messages Be responsive to applicants

Select Engage with selected candidates Improve conversion rates

Optimize Utilise staff expertise effectively Respond to market feedback

Online marketing mixOnline marketing mix

Web sites Search engines Banners Networking, Wikis, Blogs & Answers Videos and podcasts Virtual worlds, avatars and bots E-mail Online applications

Web siteWeb site

Design & navigation should reflect objectives and brand Landing page(s) should match visitor source & status Get visitors to return Get visitors to tell their friends

Search Engine OptimisationSearch Engine Optimisation

Search engines all work differently and change frequently Ensure site is search engine friendly – but avoid using tricks

Titles, headlines, content, meta tags, site maps Page titles should also attract human users: clear & provocative

Research keywords and phrases used by your prospects Include synonyms, plurals and misspellings

Keyword tools Wordtracker, Yahoo! Suggestion Tool, Google Tool

Links Number, reputation and popularity Industry hubs and directories Press releases and free articles or feeds Blogs, Forums and Social Networking

Paid advertisingPaid advertising

Relevant numbers are key

More than 1 million visitors expected in 2008 More than 2 million visitors expected in 2008

Banner advertising tipsBanner advertising tips

Identify and measure objectives Branding Traffic Conversion

Media plan Target market Related sites Sites with similar demographics

Design Clear message – 7 words or less Eye catching but not obtrusive Don’t overdo animation

Test

User generated contentUser generated content

Social networking Facebook, MySpace, Bebo

Professional profiles LinkedIn, Ecademy, Naymz

Bookmarking & voting Digg, Stumbleupon, Del.icio.us

Information, reviews & questions Wkipedia, Yahoo! answers

Blogging Blogger (Blogspot)

Rich media YouTube, Flickr, iTunes

Virtual Worlds SecondLife, The Sims Online

Networking sitesNetworking sites

MySpace 192 millionFacebook 41 millionBebo 34 millionLinkedIn 12 millionDoostang 250,000Ryze 250,000

Highly targeted and viral marketing possible “Beacons” visible within friends newsfeeds

BlogsBlogs

Prospective students Read and share opinions and expert advice Self-regulated; positive and negative comments

Opportunities for schools include: Allow applicants the chance to engage and ask questions Allow academics & alumni to add details of their experience Increase profile of good-case-practices from your school

Would if they could

Have done

Read blog written by faculty member

83% 17%

Read blog written by current student

63% 30%Source:

Noel-Levitz, Inc. E-Expectations 1000 US College Students Class of 2007 Report

Rich mediaRich media

Video – advertising, interviewing and profiling Video has unique qualities Take advantage of your location Reduce distance barriers Let the internet take the strain Decrease your Carbon Footprint

Podcasts Audio visualise your web content Use your alumni to share experiences

E-mail marketingE-mail marketing

Identify tangible objectives and measurements for campaigns Branding Conversion

Message content Keep it simple with a clear call to action Ensure relevance of landing page(s)

E-mail design Keep it simple – limit use of images Check spelling and grammar

Privacy and security Opt in / Opt out Restrict access to personal data

The role of online applicationsThe role of online applications

Select Identify key information about your prospects Focus resources on your preferred candidates

Target Access to prospects in process of applying at key times Target resources on meeting diversity objectives

Optimise Build relationship with candidate throughout their application Use a mix of communications media: e-mail, web, mobile Streamline processing of applications; Faster response / Less resource Measure the results of your marketing activity Improve conversion rates

Online applicationsOnline applications

Research suggests that responsiveness is the single most Research suggests that responsiveness is the single most important factor in choice of schoolimportant factor in choice of school

Number ofapplications

Time to respondto enquiries

AgendaAgenda

About QS

Engaging “Generation Y” Who are they? The marketing lifecycle Online marketing

Candidate Management Tools Introducing QS TopApply Case Study: Candidate Administration at Sciences Po Managing exchange programs Creating a CV book

Copyright © 2008 QS (www.qsnetwork.com)Copyright © 2008 QS (www.qsnetwork.com)

TopApply product familyTopApply product family

Supports all phases of prospect management and recruitment, and enhances student satisfaction

Products are effective individually or as an integrated solution Adapted and tailored to suit school’s procedures Readily integrated with existing systems

Prospect Manager Application Manager Exchange Manager CV Manager

TopApply client feedbackTopApply client feedback

“Thank you QS. I really appreciate the ease with which the system can be modified to meet our needs and your willingness, without hesitation, to provide prompt service.”

Cheryl Millington, Director of Marketing and Admissions,Joseph L. Rotman School of Management, University of Toronto

“Having TopApply really helps. We can immediately see the effect of our marketing on our enquiries and applications and we can ensure we follow up with the right people.”

Oliver Matthews, MBA Marketing Manager, University of St. Gallen

“TopApply has not only solved an admissions problem but has also helped me to achieve HR, management and several marketing objectives. We achieved an ROI on TopApply in just over two months.”

Kris Leroy, Marketing and Admissions Manager, Grenoble Graduate School of Business

TopApply client feedbackTopApply client feedback

“TopApply makes it possible to manage our prospect information in a more timely and coordinated manner.”

Fernando Mora, Marketing Director, Hult International Business School

“TopApply was instrumental in helping us reform our admissions procedure with five distinct orientations and separate admissions committees.”

Michael Haliassos, Deputy Dean for International Relations,Goethe University Frankfurt

“At ESCP-EAP we have been using TopApply for just one year and we have already seen a big increase in applications from international students which is having a major impact on the diversity in our classes.”

Rachel Maguer, MBA Marketing Manager, ESCP-EAP

Case study – Sciences PoCase study – Sciences Po

Founded 1872 Traditionally educated

decision makers from the public and private sector

7,500 students of which 2,400 foreign from over 40 countries

Sciences Po – Recent reformsSciences Po – Recent reforms

Compulsory year abroad for students of the undergraduate degree

Multilingual programs in French, English and other languages

Bologna processes set in place to create an European higher education area: Sciences Po implemented a 3 years undergraduate degree and a 2 years graduate degree

Sciences Po – Admission processes Sciences Po – Admission processes

Reformed process Widened admissions policy Alternative recruitment

methods for students with an international background

International applicants 200 applicants for the Master’s

program in 2002 Increased to 800 in 2007 –

growing 400% in 5 years

Sciences Po – Challenges Sciences Po – Challenges

Application forms in different languages: English & French

Coordination of programs on different campuses and at partner institutions

Numerous exchange programs

Attracting international candidates

Demands on administration staff

Limited marketing budget

Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoDifferent languagesDifferent languages

Application forms Referee forms E-mails to

prospects applicants referees

Back-office

Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoCoordination of programs and campusesCoordination of programs and campuses

Support for multiple programs accessed via different web sites

Look & feel tailored to each site

Multiple back-office interfaces

User permissions based on responsibilities

Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoFocus on international candidatesFocus on international candidates

Customisable reports to view breakdown of current applicants and enable marketing efforts to be adapted accordingly

Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoDemands on administration staffDemands on administration staff

Monitor application progress

Follow-up individuals and groups

Targeted e-mails e.g. to applicants in the process of applying

Process applications Detailed reporting

Meeting the challenges at Sciences PoMeeting the challenges at Sciences PoLimited marketing budgetLimited marketing budget

One tool to manage relationships with all prospects

Effective e-mail campaigns

Schedule interviews Establish RoI and trends

Sciences Po – Exchange programs and Sciences Po – Exchange programs and satellite campusessatellite campuses

Nearly 300 partner schools worldwide 5 additional undergraduate campuses in France Dual Master’s programs with:

Columbia University London School of Economics Freie Universitat Berlin University of St. Gallen Moscow based MGIMO Warsaw School of Economics University Bocconi in Milan Georgetown University FGV Sao Paulo HEC Paris

Importance of international Importance of international student exchange programsstudent exchange programs

Erasmus Mundus

Fulbright Program

Socrates Erasmus

TopApply Exchange ManagerTopApply Exchange Manager

Facility for managing international exchange programs

Simplifies communications between host institution, their partners and exchange students

Both host and partner institutions can manage and track exchange students

Powerful reporting tools

TopApply Exchange Manager - BenefitsTopApply Exchange Manager - Benefits

Reduction of the administrative overhead

Partner schools and students become your ambassadors

Enhancement of your international reputation

Simplified planning of exchange programs

SummarySummary

Engaging “Generation Y” Mix of online and offline marketing to attract and effectively target

today’s generation of candidates

Candidate Management Tools QS TopApply family of products meet the challenges faced by admissions,

enabling simple selection of candidates and optimum use of resources

Nunzio Quacquarellinq@qsnetwork.com

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