Live Video Chat & Virtual Fairs:
Strategies for International
Recruitment & Retention
Nadia D’Lima, Manager, International Student Services, Centennial College
Greg Long, Digital Media Recruitment Officer, Centennial College
History of International Registration at Centennial College
Bitmap98 101 136 155 264 379 596 779 923 1162 1064 982 1212 1232 1408 2449 4179 5499 5681 0 1000 2000 3000 4000 5000 6000 94/95 95/96 96/97 97/98 98/99 99/00 00/01 01/02 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12 12/13
Where do our international students come from?
Live Chat and our Strategic Plan
1) Student Engagement
2) International Student Diversification 3) Student Advising
4) Use of IT to Increase Productivity/Reduce costs 5) Alignment with Marketing and Communications
Anique:“I’m so glad to see that we have so
many contacts to help us along our journey!” 12,473 + visitors from 104 countries
at Centennial’s virtual fairs (2011-2012) 111 Conversions resulted from virtual
Right Time: When can Live Chat support RECRUITMENT?
1) Generate leads with Virtual College Fairs 2) Bring along current students virtually to
Classroom visits / traditional fairs
3) Support yield by engaging leads with live chat
events through the planning and decision making process 4) Host Pre-arrival Orientation and Welcome Events for new entrants focused on making a successful transition
Right Time: When can Live Chat support RETENTION?
6) Support Academic Quality - Webinars focused
on college preparation (Academic matters like citation and plagiarism). 7) Strategic Conversations - International Student Ambassador Calling Campaign for new students, group and one on one Advising, and
Social Media Engagement
5) Support Information Needs by
broadcasting on campus info sessions and workshops free online (Google Hangouts)
Year of High School Graduation
Senior 72% Junior 11% Sophomore 5% Freshman 4% Parent 4%
.Highest Applications:China – 28% apply to 11 or more! Lowest Applications: Sub-Saharan Africa – 28% of apply to 2 or less
After rankings and websites, conversations
are most influential
2.75 2.95 3.15 3.35 3.55 3.75 3.95 4.15 University web
site College rankings w/ studentsConvos w/ repsConvos On-Campustour search sitesCollege Universitybrochures EducationUSAoffice Guidancecounselor counselor/agentIndpendent facebook pg.University
How influential are the following experiences on application decisions? (1-5 scale)
Asia, China, and India had the most significant preference for students over reps
Campus Tours rank #1 among US students, rated at 4.4
Independent Counselors/Agents rated highest in China and sub Saharan Africa
After email and traditional fairs, open to a variety of
online channels2.50 3.00 3.50 4.00 4.50 Email Traditional
college fairs Live chat(IM) Campustour Live videoWebcast Phone mediaSocial WebcamCall messagingText (phone)
Please rate your interest in using each resource to
communicate with college or university reps (1-5 Scale)
Live Chat preferred over social media
Colleges should rely more on current students than
alumni.20% 30% 40% 50% 60% 70% 80% Admissions
representative International StudentServices Representative
Representative Current internationalstudent Professors Alumni/graduates ofthe school or program
Which campus representative would you be interested to
see in a Live Video Presentation?
Current students favored over alumni
China: Students value students & professors over
Top three topics by regionAsia Financial Decisions Essay Writing Where to Apply Canada Essay Writing Where to Apply Initial Research China Essay Writing Initial Research Financial Decisions Europe Financial Decisions Essay Writing Test Prep India Visa Applications Financial Decisions Completing Apps. Latin America Financial Decisions Test Prep Essay Writing Middle East Financial Decisions Essay Writing Where to Apply Sub-Saharan Africa Financial Decisions Visa Applications Initial Research
The Right Message: The Power of ‘Peer to Peer’
Involve Students when Planning,
Promoting and Hosting Live Chats!
• Help students address Specific Concerns
• Build personal connection to your school
• Help students take the next step
Useful Content Defined by Chinese Students
“I cant find much info about student life on campus”
“Nice to see school intros written by Chinese
students, not something too official”
“I want to hear from students who have gone through
the application admissions and study process so that
know better what we are going through”
Useful Content: Authentic, Informative, Timely
There is a lot of scope for improvement. Institutional
social media accounts could be more interactive, like a
chat room.” — 21-year-old male, India
“College/university pages are not very active and update
slowly, but I can also get information from their students’
—22-year-old female, China
Source: WES, World Education Services, 2012.
Not All International Students Are the Same: Understanding Segments, Mapping Behavior
Students like other students!
• Our students want to meet: “Home Friends”,
“Host Friends”, “International Friends”
• Greater attendance and interest for student
led activities on our campus than other extra
• Record Applicants for programs such as
Leadership Passport, LeaderShape, Student
Mentor Program and Student Ambassador
International Student Ambassador Program
• Call for participation every four months.
• 12 Ambassadors in May 2013 > 32 students in Fall 2014.
• 20 hours of volunteering at on and off campus events for
international students. Incentives: Credit towards their
leadership passport, which in turns earns them a credit on
their final transcript. Leadership Opportunities, public
speaking, presentation skills, references.
• Students want to continue being part of the program after
Shift in Advising Strategies:
• Redefining the expert to include student voices.
• Students tweet, fb, insta and love sharing stories
• Leverage their platforms to share messages with a common
goal of making students feel welcome and that they belong to
a supportive community.
• Student MC for campus events – orientation, student led
activities like origami workshop, henna tutorial.
Live Chat Conversations:
Right Message, Right Time, Right Channels
• Virtual Fairs: CollegeWeekLive and Edufindme
• Skype/Google Hangouts – Live Chat Table
• Classroom to Boardroom Skype Conferences
1) Student Diversification with
Diversify recruitment efforts, target specific groups, and limit travel. CollegeWeekLive: Total 12,473 Leads from 120 Countries
(March 2014 – October 2014)
Four Events on CollegeWeekLive: Latin America Student Day, Europe Africa Middle East Day, Int’l Students Day, Asian Students Day
561 students chatted with Centennial College! 710 students listed Centennial College as one of their favorite schools!
Conversations with Highly Engaged Students
Student – Carla Faigmane
Hi Greg! What's your GMAT requirement? Do you also require TOEFL/ IELTS certification for international students?
Rep – Greg Long Hi Carla, welcome. You actually do not need GMAT to attend college or university in Canada Student – Carla
That's good to hear! How about TOEFL/IELTS though my business and accountancy curriculum is in English.
Rep – Greg Long If English is not your first language, we do require IELTS or TOEFL (unless you are taking a foundation program or ESL). The IELTS or TOEFL scores required depend on your program, and level. For post graduate program. For post-graduate or fast track programs, an applicant requires 6.5 overall with no bands less than 6.0 (IELTS).
Student – Carla Faigmane
I'm planning to take up a post-grad degree in business. In addition, I'm also a licensed public accountant in the Philippines. Do I need to take classes in order to take Canadian CPA exams? What do you recommend?
Rep – Greg Long We recommend you check out the post-graduate program in our school of business. Our accounting fast-track program would provide a streamlined route to write the licensing exam and start working in the accounting feild. Check them out here:
http://www.centennialcollege.ca/programs-courses/schools/school-of-business/graduate-studies/ Student – Carla
Thanks a lot, Greg! Will check it! Looking forward to meeting you August 13th International Students Day Chat:
Repeat Event Visitors
Centennial College had a total of 2,696 repeat visitors!
Interested, Self - Motivated and Highly Engaged
Frederick ******, Ghana (Seeking a Grad Degree)
EMEA Day 2014
Int’l Students Day August 2014 June AlwaysON 2014
Int’l Students Day May 2014 March AlwaysON 2014
Caleb *******, New Zealand (Seeking a Grad Degree) September AlwaysON 2014 August AlwaysON 2014 July AlwaysON 2014 June AlwaysON 2014 May AlwaysON 2014 March AlwaysON 2014 *******, Canada (Senior) EMEA Day 2014 September AlwaysON 2014 *******, Canada (Transfer) May AlwaysON 2014 March AlwaysON 2014
3) Student Advising: Feedback from Students
"Great, you are making me feel even better about my choice about coming to Centennial.“
"Thanks for the info guys, they are really helpful. I'm really excited”
You guys are really great, simplifying all asked questions in mannerly way
“I want to say thank you all for this presentation. We have got to
know a lot of different and interesting things about this program. All of us are actually really interested”
Oleg (Country of Recruit: Russia):
“Will there be a new chat within some future months? Can you please give me your ________or _______ account?”
Strategies for Following up on Live Chat
• Peer to Peer Follow Up
• Online Community Invites
Live Chat Follow up Match Game
Live Chat Follow up Match Game
On Which platform did 3,230 see this post?
Strategies for Following up on Live Chat
1) Peer to Peer Follow Up + Online Community Invites
2) Admissions Representative Follows up via Phone, Email, Travel, Virtual Events 3) Leverage Content on Facebook, Twitter, Youtube, Youku
Sahil Verma: Had an amazing life time global experience in the dense rainforests of Costa Rica. Such an learning conservation expedition. #Costarica #Centennialcollege
Veronica Romero: Taking advantage of every second to study and improve my english. Waiting the bus or the subway, every moment is important and precious.
Rohit Kashyap: Sit on a couch and study whatever you want with mind blowing view in front of you from centennial college progress library.... #iexperiencecentennial
Elisa Tromba Ariemma: Each minute counts to reach my potential...The centennial experience comes along with me every place I go... #iexperiencecentennial
Alejandro Meixueiro: I am really happy to know that I belong to Centennial College, its amazing to travel everywhere and let people know where you come from! I am really proud to be part of Centennial College; sharing my experience with every person I meet is like planting seeds around the world. Thank you so much for this opportunity because I am living my dream. Clifts of Moher, Dublin, Ireland.. #iexperiencecentennial
influence decisions. Take advantage of preferences for online communication
Students say it’s very important to have conversations throughout the process.
Right MessageStudents want access to a variety of representatives and need help with a variety of topics.
Ambassador Budget – One Year
10.25 x 6h per week x 52 weeks = $3198 ($6396 for 2 Student Workers)
Volunteer Experience / Reference (Chinese Students Especially Interested)
Students Involved in Client Projects in Marketing/Communications Programs
Students looking for internships at your institution
3 hours of live chat (2 video / 1 text) x 4 Student Reps = $184.00 Each Event Host 3 Live Chat events a year for $550.00
How Live Chat Supports NAFSA’S Armchair Recruitment Communication Procedures
1) Build Awareness – More quality information goes out:
Live Chat supports Lead Generation, Engagement, Diversification
2) Develop responses for students at different stages:
Student Engagement, Student Advising, Reduce Costs
3) Provide Timely Response: Conversations support Engagement
4) Provide Specific answers to specific questions: Right Message