**1. Introduction**

The world of student recruitment has forever changed. Success now demands more complex and inclusive planning. Past efforts have long been guided by the concept that expanding the number of applications into the recruitment funnel will ultimately lead to an increase in the number of new student enrollments falling out of the recruitment funnel. While expanded outreach will at times lead to expanded enrollment, the past two to three decades have rocked the world of student recruitment with ever changing and unpredictable results. Outdated and simplistic recruitment strategies have been invalidated in the modern era of globalization. The information explosion brought on by emerging technological advances has increased competition for market share and has forever changed student recruitment [1].

The digital age has engendered an arms race as institutions face challengers to and competition for the recruitment markets they once owned. In the struggle to hold or obtain market share, past approaches are often found wanting. Once solid methodologies are no longer effective and often require extensive broadening and restructuring. That which worked well in the past, likely demands redesign and careful incorporation of wider aspects of student life into the overall process of student recruitment. Successful efforts find it necessary to outstrip competitors and must empower a more complete picture of student engagement and matriculation. The new reality for general student recruitment is exponentially true for international student recruitment. Today's recruiters working the international market find themselves in a new era filled with new challenges. These new challenges require new strategies, integrated methodologies, and a broader vision of that which constitutes student recruitment. Success requires that the recruiters of international students must distinguish themselves for the crowd with high quality, integrated services. This is where full funnel enrollment management comes into play.

#### **1.1 The full funnel approach**

Student recruitment has often been represented by a funnel as a means of illustrating the idea that if more is poured into the funnel more will flow out of the funnel [2, 3]. The full funnel enrollment management approach acknowledges that the recruitment process involves much more than simple in-flow and outflow of applications magically transforming prospects into students. Full funnel enrollment management recognizes that attracting students to an institution is a very complex process involving a wide-range of precarious interactions. Simply put, restriction in any part of the funnel holds the capability of making increased outreach meaningless. Full funnel enrollment management is very cognizant of this reality and acts accordingly. Where recruitment is concerned, everything matters. The entire flow from initial contact through graduation and involvement in alumni affairs is part of recruitment. Everything must be considered. Nothing can be ignored. Nothing can be taken for granted. Full funnel enrollment management considers the total student experience as part of the recruitment process and assures that every aspect of exposure to the institution is appropriate and well thought out.

#### **1.2 A stranger in a strange land**

Consider the plight of an international student planning to study in your institution. Have you ever been a stranger in a strange land? What did you need to know? Could you speak the language? Did you need a guide? What were your concerns? Did anyone help you during this time? What were your challenges? How were they overcome?

This international applicant is now a stranger in a strange land. Put yourself in his or her place. Even those daily life routines easily solved by native students may prove ominous and difficult as he or she struggles to learn the basic survival techniques that others take for granted. For example, he or she may have many of the following questions. Where will I live? How do I get a telephone? How do I contact my family? Who do I call if I have an emergency? How do I get around? Where do I buy groceries? How do I get to the grocery store to buy groceries? What will I do on the weekends? What is there to do here? How do I access the money my parents have sent to me? These sorts of questions can yield to even more difficult questions as students face the demands for paperwork and documentation. How do I contact my Embassy? How do I get my visa? How do I get evidence of my past school work? Who is going to help me? The list of potential questions is endless. If you were this student, what would your questions be?

Now consider the plight of a parent who is allowing his or her beloved child to become a stranger in a strange land. Does the institution provide for the care and safety of my child? What does my child do if they get sick? What is your learning environment like? Will my son or daughter have adequate oversight while part of your institution? How will you help my son or daughter survive the transition into your institution? Do these people even care about my child? Again, the list of potential questions is endless. If you were a parent facing the same circumstances, what would you want to know?

**39**

*Full Funnel International Enrollment Management DOI: http://dx.doi.org/10.5772/intechopen.84755*

**1.3 The human element**

Add to these issues the realization that the identified questions only involve the things that the student and parent know. What about all of the cultural issues and social mores that they do not know? What about the things that they do not even know that they do not know? How will they be helped? Who will help them? What is your plan to guide the student's matriculation into your institution? What is your plan to guide the parent's understanding and utilization of your services? What will you do to keep the student from getting home-sick and wanting to go back home to their family? Though these questions are complex and may never be fully answered, of a certainly, they will not be answered without full consideration of the issues involved. Put yourself in the place of the student and parent. Consider their needs and go to work meeting those needs. Now watch your enrollment numbers climb.

Begin your journey into full funnel enrollment management by considering the importance of the human element. Is a stranger in a strange land likely to appreciate a friend who shows up to help them? Will that friend be able to gain the strangers confidence and guide the stranger towards successful matriculation? The answers to these questions are most definitely affirmative. A friendly and knowledgeable person in the right place at the right time with the right answers is always a welcome

Students love hearing from other students. Parents like meeting administrators and the people in charge of the organization. Students trust other students but may be dubious of the older generation. Parents like other students and other young people; however, they trust those of their own generation. Students want excite-

Students want to hear from athletes, student government personnel, other students, and those their own age. Parents want to hear from Presidents, Provosts, Deans, Directors, and those with authority. Students are seeking colleagues. Parents are seeking accountability. Students are interested in the fun things that are available. Parents seek assurance as to the veracity of the pending financial investment with your institution. Pleasant discourse with a parent is never wasted. Hearing the following from an authority figures might make a difference, "Let me welcome you to XYZ University. We are always delighted to have parents on our campus. Parents pay tuition. Tuition pays our salaries. Remember that all of us work for you, and we are here to help if you need us." While the parent may smile in response to this statement, the message has been conveyed. We care about what you think. We are here to

Full funnel enrollment management provides assurance to both parties. Current students and staff members are involved in the recruitment process. Authorities are involved in the recruitment process. Recruitment is everyone's business. Current students and staff members can enthusiastically discuss the awesomeness of campus life. Authorities can thank parents for sharing their son or daughter with the institution and provide a face, name, and contact through which the parent's anxiety can be alleviated. Members of the SGA can talk about activities and student trips. Authorities can provide parents with a coffee cup to let them know that the institution is one of quality and is a great investment in the future of their child.

Whether a current student, staff member or administrator, young or old, always

remember to smile. Make a concerted effort to project a pleasant demeanor to everyone at all times. A friendly and helpful persona is essential to assuring those who are strangers in a strange land. The human smile is the greatest form of assurance that could possibly be provide to both students and parents. Likewise, be aware that the first impression is important. No one gets get a second chance to make a

sight. Now consider the expectations of potential students and their parents.

ment and enthusiasm. Parents want responsibility and accountability.

meet your needs. Feel free to ask us for help.

*Full Funnel International Enrollment Management DOI: http://dx.doi.org/10.5772/intechopen.84755*

Add to these issues the realization that the identified questions only involve the things that the student and parent know. What about all of the cultural issues and social mores that they do not know? What about the things that they do not even know that they do not know? How will they be helped? Who will help them? What is your plan to guide the student's matriculation into your institution? What is your plan to guide the parent's understanding and utilization of your services? What will you do to keep the student from getting home-sick and wanting to go back home to their family? Though these questions are complex and may never be fully answered, of a certainly, they will not be answered without full consideration of the issues involved. Put yourself in the place of the student and parent. Consider their needs and go to work meeting those needs. Now watch your enrollment numbers climb.

#### **1.3 The human element**

*Education Systems Around the World*

**1.1 The full funnel approach**

thought out.

overcome?

**1.2 A stranger in a strange land**

student, what would your questions be?

what would you want to know?

themselves in a new era filled with new challenges. These new challenges require new strategies, integrated methodologies, and a broader vision of that which constitutes student recruitment. Success requires that the recruiters of international students must distinguish themselves for the crowd with high quality, integrated services. This is where full funnel enrollment management comes into play.

Student recruitment has often been represented by a funnel as a means of illustrating the idea that if more is poured into the funnel more will flow out of the funnel [2, 3]. The full funnel enrollment management approach acknowledges that the recruitment process involves much more than simple in-flow and outflow of applications magically transforming prospects into students. Full funnel enrollment management recognizes that attracting students to an institution is a very complex process involving a wide-range of precarious interactions. Simply put, restriction in any part of the funnel holds the capability of making increased outreach meaningless. Full funnel enrollment management is very cognizant of this reality and acts accordingly. Where recruitment is concerned, everything matters. The entire flow from initial contact through graduation and involvement in alumni affairs is part of recruitment. Everything must be considered. Nothing can be ignored. Nothing can be taken for granted. Full funnel enrollment management considers the total student experience as part of the recruitment process and assures that every aspect of exposure to the institution is appropriate and well

Consider the plight of an international student planning to study in your institution. Have you ever been a stranger in a strange land? What did you need to know? Could you speak the language? Did you need a guide? What were your concerns? Did anyone help you during this time? What were your challenges? How were they

This international applicant is now a stranger in a strange land. Put yourself in his or her place. Even those daily life routines easily solved by native students may prove ominous and difficult as he or she struggles to learn the basic survival techniques that others take for granted. For example, he or she may have many of the following questions. Where will I live? How do I get a telephone? How do I contact my family? Who do I call if I have an emergency? How do I get around? Where do I buy groceries? How do I get to the grocery store to buy groceries? What will I do on the weekends? What is there to do here? How do I access the money my parents have sent to me? These sorts of questions can yield to even more difficult questions as students face the demands for paperwork and documentation. How do I contact my Embassy? How do I get my visa? How do I get evidence of my past school work? Who is going to help me? The list of potential questions is endless. If you were this

Now consider the plight of a parent who is allowing his or her beloved child to become a stranger in a strange land. Does the institution provide for the care and safety of my child? What does my child do if they get sick? What is your learning environment like? Will my son or daughter have adequate oversight while part of your institution? How will you help my son or daughter survive the transition into your institution? Do these people even care about my child? Again, the list of potential questions is endless. If you were a parent facing the same circumstances,

**38**

Begin your journey into full funnel enrollment management by considering the importance of the human element. Is a stranger in a strange land likely to appreciate a friend who shows up to help them? Will that friend be able to gain the strangers confidence and guide the stranger towards successful matriculation? The answers to these questions are most definitely affirmative. A friendly and knowledgeable person in the right place at the right time with the right answers is always a welcome sight. Now consider the expectations of potential students and their parents.

Students love hearing from other students. Parents like meeting administrators and the people in charge of the organization. Students trust other students but may be dubious of the older generation. Parents like other students and other young people; however, they trust those of their own generation. Students want excitement and enthusiasm. Parents want responsibility and accountability.

Students want to hear from athletes, student government personnel, other students, and those their own age. Parents want to hear from Presidents, Provosts, Deans, Directors, and those with authority. Students are seeking colleagues. Parents are seeking accountability. Students are interested in the fun things that are available. Parents seek assurance as to the veracity of the pending financial investment with your institution. Pleasant discourse with a parent is never wasted. Hearing the following from an authority figures might make a difference, "Let me welcome you to XYZ University. We are always delighted to have parents on our campus. Parents pay tuition. Tuition pays our salaries. Remember that all of us work for you, and we are here to help if you need us." While the parent may smile in response to this statement, the message has been conveyed. We care about what you think. We are here to meet your needs. Feel free to ask us for help.

Full funnel enrollment management provides assurance to both parties. Current students and staff members are involved in the recruitment process. Authorities are involved in the recruitment process. Recruitment is everyone's business. Current students and staff members can enthusiastically discuss the awesomeness of campus life. Authorities can thank parents for sharing their son or daughter with the institution and provide a face, name, and contact through which the parent's anxiety can be alleviated. Members of the SGA can talk about activities and student trips. Authorities can provide parents with a coffee cup to let them know that the institution is one of quality and is a great investment in the future of their child.

Whether a current student, staff member or administrator, young or old, always remember to smile. Make a concerted effort to project a pleasant demeanor to everyone at all times. A friendly and helpful persona is essential to assuring those who are strangers in a strange land. The human smile is the greatest form of assurance that could possibly be provide to both students and parents. Likewise, be aware that the first impression is important. No one gets get a second chance to make a

first impression. Make the most of the opportunity. Recruitment numbers come to those who smile. If you cannot smile or you find the condition worrisome, you are in the wrong profession. Additionally, those that cannot smile have no need to continue through this narrative. For them, the battle is already lost.

## **2. Outreach**

Outreach is not something you do. Outreach is who you are. Outreach is a mindset. Outreach is a culture. Outreach is traditional. Outreach is digital. Outreach is innovative and responsive. Outreach is everywhere. Some outreach is organized. Some outreach is spontaneous. Outreach is everyone's responsibility. Let us begin by examining planned outreach. We will then spend some time discussing spontaneous outreach.

#### **2.1 Planned outreach**

Planned outreach involves organized efforts to recruit international students into your institution. The responsibility for planned outreach is generally assigned to an administrative unit charged with orchestrating efforts and maximizing collaboration between concerned components of the institution in order to increase enrollment numbers. The responsible administrative unit is typically housed in admissions, international partnerships, or an instructional component. The authority hierarchy of the administrative unit may reside at the higher level of a Provost down to the lower level of a recruiter or outreach officer.

These efforts are often operationalized via a formal planning structure to address issues of vision, resources, programs, capacity, brand recognition, competition, and country specific considerations [4]. Planned outreach may include activities that are external and internal to the institution. External activities often include exhibitions, international travel, international student exchanges, recruitment representatives, lead generators, and portal sites, to name a few. Internal recruitment activities may involve strategies associated with social media advertising, student clubs, website design, cultural awareness functions, personnel assignments, volunteer utilization, assigned points of contact, and timely response mechanisms. The list is endless.

While the author firmly endorses comprehensive planning, caution is expressed concerning the danger of planning for 364 days and working 1 day rather than planning for 2 day and working for 364 days. Planning processes are always more solidly embedded in the higher education comfort zone than are strategic interactions with those different from ourselves. For this reason, many enjoy spending all their time in developing plans rather than actually engaging potential applicants down in the trenches. Even with the best strategic action plan brilliantly crafted to promote international enrollment and the most diligent work schedule, one simple question usually determines success, "What sets you apart from the crowd?" More simply worded, "How do you outshine your competitors?" Keep in mind that your competitors are doing all the things that you are doing. They are enacting strategic plans. They are focusing on both external and internal recruitment activities. They are also hard at work. What sets you apart from the crowd? How do you outshine your competitors? What makes you better than them?

The pat answer to these questions is customer service, but the customer service is much more complicated than this simplistic answer implies. You must always keep in mind that your perception of your customer service may not match your customer's perception of your customer service. Additionally, you must also remain

**41**

*Full Funnel International Enrollment Management DOI: http://dx.doi.org/10.5772/intechopen.84755*

opinion of your services.

their parents?

**2.2 Spontaneous outreach**

aware of the 100 to 1 rule for customer service. On average a dissatisfied individual will inform 10 people of their dissatisfaction while 10 satisfied individuals are likely to collectively tell only one person. One hundred satisfied people are required to balance the negative publicity generated by one dissatisfied person. Take a moment and let this sink in. A one-to-one correlation does not exist in regard to offsetting the effects of one dissatisfied individual with one satisfied individual. One hundred satisfied people are required to balance the negative publicity generated by one dissatisfied person. You must solve the problem before it becomes a problem. You must do all in your power to keep anyone from leaving your institution with a negative

Friends tell friends. Our global world is intricately connected. A helping hand to a person here may reverberate around the world. This means that all university activities are part of the outreach for international recruitment. All efforts to help one person have the potential to bring another person to enroll in your institution. Ask yourself the following. Are your events designed for international viewing? Do you provide remote access to your events? Does your website accommodate international student and parents? Do you have virtual tours of your campus? Do you provide access to a friendly face for those who just want to ask a question about anything of interest to them? Do you provide access to your student government association? Do you celebrate the success of your international students? Do you maximize your social media sites by providing access to international students and

Spontaneous outreach is founded on the concept of the extended student. This

One smile properly utilized to the right extended student can be of more effect than a year of planning. One act of kindness can even outweigh a smile. What is your plan to serve your international students and their parents? What provisions

Applicants and parents may choose to visit your campus. If so, they will not arrive at your campus from their country. They will likely arrive at the airport then require transportation to your campus. Make certain they get to your campus. Provide easy transportation from the airport. Greet the parents with a smile and a small gift. Be especially certain that the applicant's mother is welcomed. Keep in mind that the mother holds great influence in regard to the family's impression of your institution. The parents and applicant may also require lodging. If you do not have campus lodging available, work with local hotels to offer a standard package at a reasonable cost. Help them with their arrangements. Provide a tour of your local area. Consider providing a broader tour of the region as appropriate. Show them

Arrange for your guests to meet some of your student leaders. Be certain to include an administrator. Let them know that you will help the applicant obtain all the services required of normal life in your country such as obtaining a phone, getting to their Embassy, returning to the airport, etc. The applicant and parent will

idea recognizes that a student is more than a student. A student is likely many students. For example, a university may recruit an excellent academic student by providing a merit-based scholarship. This student brings friends, acquaintances, and colleagues to the institution. A student is obviously more than a student. A

student should be seen as a gateway to reach many other students.

**2.3 Hosting the applicant's visit to your campus**

where to buy a pizza and how to go to the mall.

do you offer? Some suggestions follow.

#### *Full Funnel International Enrollment Management DOI: http://dx.doi.org/10.5772/intechopen.84755*

aware of the 100 to 1 rule for customer service. On average a dissatisfied individual will inform 10 people of their dissatisfaction while 10 satisfied individuals are likely to collectively tell only one person. One hundred satisfied people are required to balance the negative publicity generated by one dissatisfied person. Take a moment and let this sink in. A one-to-one correlation does not exist in regard to offsetting the effects of one dissatisfied individual with one satisfied individual. One hundred satisfied people are required to balance the negative publicity generated by one dissatisfied person. You must solve the problem before it becomes a problem. You must do all in your power to keep anyone from leaving your institution with a negative opinion of your services.
