Recruiting internationally; the complete guide
International recruitment is a crucial task that requires a thoughtful and well-planned approach.
In this article, we will explore in detail the best practices for successful international recruitment , with a focus on recruiting international students.
1. Optimize your website for recruiting international profiles
A key element in recruiting international students is having a website that is both intuitive and informative, meeting the needs of multiple markets and languages.
Your institution's website serves as the first point of contact, so it is crucial to leave a positive impression.
Tips for adapting your website for international candidates:
Make sure your site is optimized for mobile
Opt for a design that adapts to different screen sizes, loads quickly, and has easily accessible menus.
Prioritize intuitive navigation
Create clear and concise menus, use headings and subheadings to break up the text, and include a search function to help users quickly find the information they are looking for.
You can design the international sections of your website in different ways, such as using a subdomain for specific languages, or developing a site dedicated to particular countries or regions.
Provide all essential information in detail
Provide detailed information about your institution's admissions process , educational pathways and student life, including enrollment requirements, program presentations, and faculty profiles.
Also highlight the support resources available to international students, such as language programs, cultural orientation, and academic assistance.
Adapt the structure of your pages to each language
For example, right-to-left languages like Arabic require appropriate fonts and additional "rtl" tags.
Content using Chinese characters and other logographic languages presents the additional challenge of modifying the layout.
Ensure that users can easily navigate between available translations – the most accurate way is to clearly display the name of the language written in that language at the top of the web page.
*Even if you have multiple international websites, avoid automatic redirection based on the user's IP address, as this will irritate potential customers and prevent Google's indexing robots from discovering your sites.
2. Test markets with PPC advertising for international recruitment
Pay-per-click (PPC) marketing can be a great way to discover which search terms are popular and which ads convert best, allowing you to see which combinations of keywords and messages are most effective in a particular market .
Google AdWords offers a free keyword planning tool to research keyword and ad ideas, but keep in mind that Google is not the most popular search engine in several important source countries .
For example, any school wishing to use PPC for recruiting international students in China must conduct campaigns on Baidu, the country's dominant search engine.
Before launching a PPC campaign, the ad must meet the requirements of the applicable platform, landing pages must be created on your website, and analytics tracking must be established.
3. Leverage social media
A well-developed social media strategy is crucial to increasing your establishment's visibility on a global scale.
Create content on platforms that match the preferences and reach of your target audience, such as Facebook, Instagram, TikTok, or LinkedIn.
When publishing content, it is essential to understand your target market as much as possible, including local language, cultural norms and expectations, as well as priorities in educational research .
It is also important to remember that international countries have very different social media landscapes. For example, schools recruiting international students in China need to establish a presence on the country's very popular domestic social networks, such as WeChat and Sina Weibo.
Develop a range of engaging content that resonates with potential international students while considering the following content ideas:
Student testimonials
Highlight testimonials from current international students sharing their experiences and academic achievements.
Featured programs
Present specific programs like "International Business" through videos, images, and infographics.
Virtual tours
Offer an immersive experience that allows prospective students to envision themselves as part of your community.
Events and webinars
Promote webinars and live Q&A sessions where prospective students can interact with professors and staff. These events allow you to answer their questions, showcase your institution's expertise, and create a personal connection.
4. Develop partnerships with recruitment agencies
Collaborating with recruitment agencies allows you to leverage their expertise to find, select and contact qualified candidates, and can help lighten the recruitment burden , saving valuable time and resources for your institution.
5. Collaborate with other institutions that share the same values
Collaborating with other institutions in your region is a valuable strategy for recruiting international students.
By pooling your resources and expertise, you can create joint marketing initiatives or programs that attract a wider audience and showcase the collective strengths of your region.
Start by identifying institutions in your region with similar goals and values. Contact them and propose collaborative marketing efforts, such as using student ambassadors, holding regional information sessions, or jointly producing promotional materials .
6. Offer comprehensive pre-departure support
By facilitating the transition to a new country and academic environment, you can make your institution more attractive and help students feel more confident with your organization.
The crucial areas where international candidates expect support:
- Visa applications
- Financial assistance opportunities
- Housing opportunities
- Social activities
- Academic expectations
7. Centralize campaign management with a CRM
End-to-end recruitment campaigns can be incredibly complex, especially when they span multiple channels, countries, and contexts.
A CRM can centralize these campaigns, providing better visibility and measurement of recruitment activities while allowing you to group the entire student lifecycle , from enrollment to graduation and beyond.
This also allows us to consider international student recruitment strategies as part of a broader institutional strategy.
Showcase the strengths of your organization on a careers site that will highlight your employer brand and your job offers.
8. Simplify the application process as much as possible
To offer a smooth application process for your international candidates while facilitating the work of your teams responsible for processing their applications , it can be useful to implement an all-in-one application system that includes:
- A portal to showcase your calls
- An application area with online forms
- A file management area
- A space for evaluation and decision-making
Such a platform allows you to centralize all the data and steps associated with the application process within the framework of your international recruitment.
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