**2.2 Spontaneous outreach**

*Education Systems Around the World*

**2. Outreach**

ous outreach.

**2.1 Planned outreach**

The list is endless.

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

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 spontane-

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

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.

While the author firmly endorses comprehensive planning, caution is expressed

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

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

continue through this narrative. For them, the battle is already lost.

down to the lower level of a recruiter or outreach officer.

your competitors? What makes you better than them?

**40**

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 their parents?

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

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 do you offer? Some suggestions follow.

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

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 understand that many services have an associated cost though you should ensure that the costs are held to a minimum. It is not appropriate to gouge international students. Provide a listing of these courtesy services and associated costs for their utilization.

Share the schedule of available student activities. Ensure that your schedule includes weekend activities so that the student can escape the residence halls for some relaxation. Provide the library hours so that the parents are ensured that study time exists. Remember that while the applicant is interested in activities the parents are interested in the tuition investment. Provide information to meet the expectations of both groups. The applicant and the parents should be orientated as to the dynamics of life in your country. Let both know the ins and outs of what is considered to be acceptable in your culture. Consider providing the international orientation via digital medium as you do not want to focus on the negatives. Keep your personal meetings focused on the positives. Life in your country is good! Your institution is the place to be! Now, smile and treat them in a courteous manner.

Consider implementing an international student adoption program to care for students during the holidays who are not planning on returning home. Holidays are tough times for those separated from their families. You want to help these students overcome their homesickness. Tell the applicant and the parents about this program. Get the parents and the applicant signed up with your social media sites. Make certain that they know whom to contact should they have a concern. Remember that international student recruitment is not something you do. International student recruitment is who you are. Treat the applicant and the parents as you would want to be treated should you be in their place. Be creative and be their friend. My personal favorite is to give the applicant's mother a coffee cup, the applicant a university t-shirt, and the applicant's father the bill for our tuition. I am just kidding about the first two.

#### **2.4 Remember your influence leaders**

Many institutions utilize representatives to recruit international students though many, many other influence leaders unofficially perform the same task. These are all known as influence leaders. Influence leaders may include governmental agencies, counselors, principals, alumni, parents of other students, and a host of other entities. Indeed, influence leaders are key to success in all recruitment efforts not just international efforts. Influence leaders are entitled to the highest level of customer service. They must be incorporated as part of the team. As part of the team, they are held to the same standards of conduct as other team members. They are, likewise, due prompt consideration of their concerns and quick action on their requests. Every effort must be put forth to keep them in the loop. Strategies must be in place to recognize and share success. What have you done lately to demonstrate your appreciation of your influence leaders?

### **3. From initial inquiry through application**

Tracking and follow-up are key to successfully transitioning international inquiries into international enrollments. Since a man was landed on the moon back in 1969, my assumption is that most institutions have the capability to digitally track inquiries from the initial point of contact through to enrollment. Prompt, systematic response to inquiries is critical. If an institution can spend millions on marketing, certainly phones can be answered, response emails can be sent, SMS can be employed, and staff can appropriately reply to applicant requests. If not, please stop here. The battle is lost. Further resistance is futile. Find another occupation.

**43**

their needs.

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

Why not try a combination of automated and individual?

**4. Harness the power of academic advising**

**4.1 Academic advising as a recruitment tool**

Follow up must be personal, courteous and systematic. Applicants like to hear their name. The ancients believed that there was power in a name. The sooner you realize that there is power in a name, the sooner you will reap the rewards brought on by personal contact. "Dear Applicant" is not as powerful as "Dear Lee." "I see that you are an international applicant" does not rival "I see that you are applying from South Africa." Though these responses can be automated, a personal touch is to be preferred. How much of your day does it take to send an individual contact?

A personal reply should be sent to an initial inquiry within 24 hours of contact. Inquiries should be followed up once a week until the applicant requests otherwise. At all times, employ all means to talk to all applicants. These prospects have reached out to you. Go out of your way to respond to them. Use email, SMS, phone calls, WhatsApp, LinkedIn, Facebook, Instagram, Snapchat, and every other available means. Track your prospects and respond with a well-designed systematic

Different levels should be involved in inquiry contact. At times, the Dean should be employed. At other times, the contact should be from staff. Current student participation is appropriate at times. The contact may relate to registration. The contact may share information about a gathering to eat pizza and watch the FIFA cup. Never forget that the parents should also be included in systematic contact. A friend of mine once said of contact, "Men do not buy a shirt every day, but when they do buy a shirt we want them to think of us." International applicants do not enroll in an institution every day, but when they do enroll we want them to enroll with us. The quality of our contacts can make this a reality. Remember that three international contacts gaining three students constitute a far better scenario than 1000 international contacts gaining no international students. Make your efforts personal, courteous and systematic. Your efforts will pay off with increased numbers.

Applicants do not contact an institution because they want to major in admissions. They contact an institution because they are interested in a program of study. International recruitment that ignores contact with program faculty will be limited. Program faculty are your key allies in the recruitment process. They can also constitute a negative factor just as the wrong members in your staff can discourage prospects. Choose your allies wisely. Develop a list of those who will work with you. These are generally the faculty in programs demonstrating healthy enrollments. These programs are healthy for this very reason. The programs are healthy because the program faculty are open to recruiting new applicants and are willing to meet

While academic advising has long been shown to play a major role in student retention [5], academic advisement also plays an import role in student recruitment. Such is particularly true in regard to international recruitment. Academic advising is about building human relationships. Human relationships are at the very heart of

**3.1 Power in a name**

approach.

**3.2 The levels of contact**

### **3.1 Power in a name**

*Education Systems Around the World*

am just kidding about the first two.

**2.4 Remember your influence leaders**

your appreciation of your influence leaders?

**3. From initial inquiry through application**

understand that many services have an associated cost though you should ensure that the costs are held to a minimum. It is not appropriate to gouge international students. Provide a listing of these courtesy services and associated costs for their utilization. Share the schedule of available student activities. Ensure that your schedule includes weekend activities so that the student can escape the residence halls for some relaxation. Provide the library hours so that the parents are ensured that study time exists. Remember that while the applicant is interested in activities the parents are interested in the tuition investment. Provide information to meet the expectations of both groups. The applicant and the parents should be orientated as to the dynamics of life in your country. Let both know the ins and outs of what is considered to be acceptable in your culture. Consider providing the international orientation via digital medium as you do not want to focus on the negatives. Keep your personal meetings focused on the positives. Life in your country is good! Your institution is the place to be! Now, smile and treat them in a courteous manner. Consider implementing an international student adoption program to care for students during the holidays who are not planning on returning home. Holidays are tough times for those separated from their families. You want to help these students overcome their homesickness. Tell the applicant and the parents about this program. Get the parents and the applicant signed up with your social media sites. Make certain that they know whom to contact should they have a concern. Remember that international student recruitment is not something you do. International student recruitment is who you are. Treat the applicant and the parents as you would want to be treated should you be in their place. Be creative and be their friend. My personal favorite is to give the applicant's mother a coffee cup, the applicant a university t-shirt, and the applicant's father the bill for our tuition. I

Many institutions utilize representatives to recruit international students though

many, many other influence leaders unofficially perform the same task. These are all known as influence leaders. Influence leaders may include governmental agencies, counselors, principals, alumni, parents of other students, and a host of other entities. Indeed, influence leaders are key to success in all recruitment efforts not just international efforts. Influence leaders are entitled to the highest level of customer service. They must be incorporated as part of the team. As part of the team, they are held to the same standards of conduct as other team members. They are, likewise, due prompt consideration of their concerns and quick action on their requests. Every effort must be put forth to keep them in the loop. Strategies must be in place to recognize and share success. What have you done lately to demonstrate

Tracking and follow-up are key to successfully transitioning international inquiries into international enrollments. Since a man was landed on the moon back in 1969, my assumption is that most institutions have the capability to digitally track inquiries from the initial point of contact through to enrollment. Prompt, systematic response to inquiries is critical. If an institution can spend millions on marketing, certainly phones can be answered, response emails can be sent, SMS can be employed, and staff can appropriately reply to applicant requests. If not, please stop here. The battle is lost. Further resistance is futile. Find another occupation.

**42**

Follow up must be personal, courteous and systematic. Applicants like to hear their name. The ancients believed that there was power in a name. The sooner you realize that there is power in a name, the sooner you will reap the rewards brought on by personal contact. "Dear Applicant" is not as powerful as "Dear Lee." "I see that you are an international applicant" does not rival "I see that you are applying from South Africa." Though these responses can be automated, a personal touch is to be preferred. How much of your day does it take to send an individual contact? Why not try a combination of automated and individual?

A personal reply should be sent to an initial inquiry within 24 hours of contact. Inquiries should be followed up once a week until the applicant requests otherwise. At all times, employ all means to talk to all applicants. These prospects have reached out to you. Go out of your way to respond to them. Use email, SMS, phone calls, WhatsApp, LinkedIn, Facebook, Instagram, Snapchat, and every other available means. Track your prospects and respond with a well-designed systematic approach.
