Magazine article The Times Higher Education Supplement : THE

Use Data, Not Hunches to Recruit Abroad, US Told: News

Magazine article The Times Higher Education Supplement : THE

Use Data, Not Hunches to Recruit Abroad, US Told: News

Article excerpt

Universities in the US must recognise the diversity of overseas students when formulating their international recruitment strategies, a report has recommended.

Institutions are currently relying on "hunches" about how to best recruit foreign students because they lack the relevant data with which to formulate more tailored approaches, says the study, Student Segmentation for an Effective International Enrollment Strategy.

The report, published on 8 October, was produced by World Education Services, a non-profit company that assesses the credentials of international students wishing to study in North America.

It builds on the company's 2012 report Not All International Students Are the Same: Understanding Segments, Mapping Behavior, which found that many US institutions needed to update their recruitment strategies to take into account the increased use of social media, and the financial and academic credentials of applicants.

The new report warns that some US universities still view international students as a "homogeneous" group, which results in ineffective recruitment practices based largely on "assumptions and hunches" rather than systematic research and analysis. …

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