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By : Abhijit Zaveri Managing Director Career Mosaic Pvt Ltd ( An AIRC Certified Company ) South Asia – Best Entry and Recruitment Strategies for North American Universities

South Asia - Best Entry and Recruitment Strategies for North American Institutions

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What are some successful recruitment strategies for North American universities entering the South Asian market? Abhijit Zaveri, Managing Director of Career Mosaic Pvt Ltd, shares his presentation from the ICEF North America Workshop held recently in Vancouver, Canada. Topics covered include country dynamics, student interests in terms of study abroad preferences, agent networks, setting realistic goals, success stories, and what to avoid. Mr Zaveri also presents a SWOT analysis for the following source markets: India, Sri Lanka, Nepal, Bangladesh, Thailand and Vietnam. For more industry news, market intelligence, research and commentary for international student recruitment please visit http://www.icefmonitor.com, subscribe for free daily or weekly updates, and follow us on Twitter http://www.twitter.com/icefmonitor.

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Page 1: South Asia - Best Entry and Recruitment Strategies for North American Institutions

By : Abhijit Zaveri Managing Director

Career Mosaic Pvt Ltd ( An AIRC Certified Company )

South Asia – Best Entry and Recruitment Strategies for North American Universities

Page 2: South Asia - Best Entry and Recruitment Strategies for North American Institutions
Page 3: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Focus points:Recruitment strategies for North American Universities entering theSouth Asian Market: India Sri Lanka Nepal Thailand Vietnam Bangladesh

Discussion: Country dynamics Students’ interests Agent Networks Setting Goals Do’s and Don’ts

Page 4: South Asia - Best Entry and Recruitment Strategies for North American Institutions

USA - The International Pie

Source : Institute of International education

Page 5: South Asia - Best Entry and Recruitment Strategies for North American Institutions

USA – Most popular states for foreign students Source = 2013 CBSNEWS

California remains the biggest draw for foreigners, with roughly 103,000 students studying there. Here are the 10 most popular states for international students:

1. California (102,789)2. New York (82,436)3. Texas (61,511)4. Massachusetts (41,258)5. Illinois (35,920)6. Pennsylvania (33,398)7. Florida (32,567)8. Ohio (26,427)9. Michigan (25,551)10. Indiana (22,194)

Page 6: South Asia - Best Entry and Recruitment Strategies for North American Institutions

USA : Most popular Universities for foreign students The most popular U.S. universities for foreign students are located on the coasts and in the Midwest. Here are the top 10 destinations for international students, along with their enrollment numbers.

1. University of Southern California (9,269)2. University of Illinois (8,997)3. New York University (8,660)4. Purdue University (8,563)5. Columbia University (8,024)6. UCLA (6,703)7. Northeastern University (6,486)8. University of Michigan (6,382)9. Michigan State University (6,209)10. Ohio State University (6,142)

Page 7: South Asia - Best Entry and Recruitment Strategies for North American Institutions

CanadaSource : .cbie-bcei.ca 2012/13

Canada ranks as the world’s 7th most popular destination for international students.

International student enrollment grew from 136,000 in 2001 to over 265,000 in 2012 – a 94% increase!

International students comprise 6.5% of the student population in post-secondary education.

Canada derives $8B annually from international student expenditures including tuition and living expenses.

Page 8: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Canada

Page 9: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Canada - Top Sending Countries

International students come from all over the world – 173 different countries – however, the top five countries of origin – China, India, Korea, Saudi Arabia and the United States – represent almost 60% of total international enrollment in Canada.

Page 10: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Homework & ResearchMarket Size & Type Setting realistic goals & budgeting Fellow University experience Education Fairs Student Recruitment Agencies Alumni connection Education USA Offices Contact International schools Key Cities to target the recruitment

efforts Establishing relationship with the

Embassies

Page 11: South Asia - Best Entry and Recruitment Strategies for North American Institutions

continued… Agency information questionnaire Background of Agency Director / Counsellors Institutional Membership of Agents ( AIRC,

ICEF, NAFSA, CIEC ) Agencies that specialize in US/ Canada

Admissions Allocate Agents – region wise, use their network

& expertise Inviting agencies to visit the campus / FAM

Tours Outsourcing activities, logistics and promotions Managing printing & shipping of promotional

material

Page 12: South Asia - Best Entry and Recruitment Strategies for North American Institutions

INDIA Big Market , 2nd to China. US F1 Visa Approx: 23500

(2012) Rise in number of Indian students going overseas to

study: 256%From 53,266 to 189,629 (2000 - 2009)

Country preference: USA / CAN / AUS / UK Other preferences: Germany, France, NZ, Spain, Ireland GRAD Market 80 %. UNDERGRAD market is also big

and growing STEM Students go to USA Students are qualified and genuine USA : Students are career focused: F1 >> H1 >>

C d SPP d N U i iti

Page 13: South Asia - Best Entry and Recruitment Strategies for North American Institutions

INDIA…continued Key cities: Mumbai/ Delhi/ Hyderabad/ Chennai/

Bangalore/ Ahmedabad General Promotional Activities are expensive Partner with genuine, certified, experienced Agents. University Country Office in India Ranking & Accreditation are important factor for

qualified students Popular destinations: North East USA, California ,

Illinois, Texas Canada – Toronto and vicinity, Vancouver, Edmonton,

Calgary, Winnipeg

Page 14: South Asia - Best Entry and Recruitment Strategies for North American Institutions

TOP 7 – India

Page 15: South Asia - Best Entry and Recruitment Strategies for North American Institutions

INDIA – SWOT • US is top choice, 2nd

Canada at this point. • Established Grad Market• Qualified students• Established agent

network• English speaking• Strong finances• Bank loans• Alumni network

• Small UG market• Crowded

Grad market

• By 2020, China &India

combined willproduce 40% of

globalgraduates.

• By 2030, thenumber of

Indian of College-Age is

estimated to be 400million.

• Quality consciousmarket

• Visa Denials • Students

transfer out• US Dollar VS.

Indian Rupee

Page 16: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Sri Lanka Small Market (US F1 approximately 750 in 2012) Travel while in South India Preferred countries: AUS / UK / USA Most Agents only focus on AUS or UK Relatively new market for Canadian schools Undergrad market for study abroad is a good size:

60% Popular degree choices: Business, I.T, Aerospace Scholarship is a big draw for students Poor agent network (Recommendation to work via

India) International Schools in Colombo Education US Office is quite active

Page 17: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Sri Lanka – SWOT • A growing market for

higher studies in USA • Undergrad market• Proximity to India• English speaking

• Canada is a fairly newchoice for studies abroad • AUS / UK have

establishedpathway

programs • Financing education can be a

problem

• Offering Scholarship or

Tuition Waivers is a big

draw for students • Hospitality sector is on

verge of big boom and

high potential demand

for graduates of business

and hospitality withinternational

education.

• Stiffcompetitionfrom othercountries

• Colombo is the

only airport • Travel time

between cities

of interest

Page 18: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Nepal US - F1 Approximately 1100 (2012) Studying overseas for higher education is a

popular choice Preferred countries: USA/ UK/EUROPE Potentially high Undergrad market Key cities: Kathmandu, Pokhara Choose students carefully Schools with low Tuition & Living cost have been

successful Scholarship is very important to all Crowded network of small agencies Plan with India

Page 19: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Nepal – SWOT • US is top choice• 55% of Nepal’s total population is under 25 years of age. Hence big number of students seeking university and higher education opportunities will continue to grow.• Proximity to India

• Finance can be dubious • Student loans are difficult• Only cheaper universities would be preferred

• International Educational Exchange’s (IIE) 2012 Open Doors report, Nepal ranked 11th as a place of origin for international students to the US, with the majority of them studying at the undergraduate level.

• Student transfer

out to cheaper

tuition schools• VISA denials • Fake documents

Page 20: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Vietnam BIG Market for USA. F1 Approximately 10,000 (2012) Ranks 8th up from 20th, 5 years ago for student recruitment

numbers to USA Vietnam leads South East Asian countries in the number of

students studying in the US, with Thailand a distant second, followed by Indonesia, Malaysia and Singapore

Preferred countries: USA/ AUS/ UK Grad Market is 30 % , Under Grad 50 % and ESL is 20 % Education is a high investment priority. Scholarship is a big draw Preferred programs: Business, Finance, English Community Colleges & High School Completion programs are also

popular Key cities: HCM and Hanoi Quebec is popular with Hanoi Students Crowded agent network. Partner with certified and experienced

Page 21: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Vietnam – SWOT • US is top choice along

with Australia(combined

40% of students studying abroad)

• Booming economy• Growing Middle Class• Self-Financed students

• English • Very few certifiedAgents.

• Students tend to go

by referrals instead

of personalresearch

• Schools with low

tuition & living cost are preferred

• International Educational

Exchange’s (IIE) 2012

Open Doors report, Vietnam ranked 5th

ininternational under grad enrolment and

3rd

in internationalenrolment at USCommunity

Colleges. 2)

• Studentstransfer out after finishing ESL

• Cheaper Schools

Page 22: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Thailand Ranks 15th for international admissions to USA F1 Approximately 4000 (2012) Preferred countries: UK/ China/ USA Grad market 52 %. Under Grad 37 % Preferred degrees: Liberal Arts, Business Good market for High Schools as well Preferred destinations: California, Texas,

Northeast USA Organized agent network Thai International Education Consultants

Association (TIECA )

Page 23: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Thailand – SWOT • US is amongst the

preferreddestinations to

study abroad • Stable economy• Large Middle Class• Popular destination for

other countries to set-up

their overseas campus of

college/university This

can lead to pathway

transfers.• Admission into ESL+

Degree program isusually the choice

• Lack of certifiedAgencies

• Students tend to go

by referrals instead

of personalresearch

• Studyconcentrated

to few courses

• TIECA has an agreement with education promotion agencies from five native English-speaking countries to strengthen their collaborations in helping Thai students prepare to study abroad. This includes USA/ UK/ AUS/ CAN/ NZ

• China is the top

choice for Thai

Students.

Page 24: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Bangladesh USA is a popular choice. F1 Approximately 1300

(2012) Poor domestic educational system means

students choose to study abroad for higher education

Preferred destinations in US : New York, New Jersey

Largely a Grad market Key cities: Dhaka, Chittagong Unorganized and poor agent network Can recruit from Bangladesh using India as a

base

Page 25: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Bangladesh – SWOT •Strong community of

Bangladesh nationals in

USA• US is a popular choice to

study abroad

• Lack of certifiedAgencies

• Finance availability

and source can be

questionable

• According to University World News : By 2013 Bangladesh will be in the Top 10 countries for sending students for higher education.

• Students tend to

transfer out to

cheaperuniversities

Page 26: South Asia - Best Entry and Recruitment Strategies for North American Institutions

Thank You

Abhijit Zaveri

Managing Director

Career Mosaic Pvt Ltd.Student Recruitment Agency for South Asia, Middle

East & Africa