India Increasingly Important for Student Recruitment

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India Increasingly Important for Student Recruitment

India Increasingly Important for Student Recruitment

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1) India’s Importance2) Effects of the Rupee's Recent Depreciation3) Canadian Recruitment in India4) Indian Student Recruitment Strategy5) Partnerships and Long Term Strategy6) Conclusions

Overview

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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After China, India is the largest source country for international students.

With over half of its 1.27 billion population under the age of 25 and a growing middle class hungry for higher education, it's no surprise that colleges and universities from around the world are clamouring for the market.

While India's education minister seeks to increase the college-going rate to 30 percent over the next decade, its 400 universities can currently accommodate fewer than 10 million students.

This surplus demand leads hundreds of thousands of young Indians to pursue higher education overseas each year.

1. India’s Importance

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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The drastic decline of the rupee's value in recent months may not have greatly impacted enrolment abroad this year but if it doesn't recover, it is likely to influence next year's numbers.

At a recent U.S. universities fair in Hyderabad, however, students and their parents appeared as eager as ever to secure that coveted overseas degree.

Organizers actually noticed a rise in the number of enquiries.

2. Effects of the Rupee's Recent Depreciation

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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Top graduate programs in the U.S. and U.K. have traditionally been preferred destinations but recent recruitment pushes from Australia and Canada are succeeding in attracting the increasing undergraduate demographic.

According to Citizenship and Immigration Canada, the number of Indian students in Canada rose to 13,133 in 2012 compared to 12,112 in 2011 and 5,709 in 2009.

International students value Canada's relatively lower tuition fees, low living expenses and lenient visa requirements.

Jobs and immigration are key priorities for Indian students, increasingly concerned about an education's return on investment

3. Canadian Recruitment in India

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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A range of marketing tools, including education fairs, school visits, and local business offices help to generate awareness through direct contact with targeted students in the initial promotion stage.

The Canadian government's Edu-Canada Pro resource site can be useful in directing promotional efforts to the right target audience, including upcoming recruitment fairs and cost-sharing marketing materials.

Due to the complexity of the market and risk of fraudulent applications, careful screening of academic credentials, language proficiency, personal recommendations and financial standing is necessary.

Personalized interactions facilitate positive communications and can prevent potential problems from occurring.

4. Indian Student Recruitment Strategy

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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As internet penetration and smartphone usage is rapidly rising in India, promotional material and social media activity should direct prospects to your India-tailored website.

Social media marketing enhances institutional and is increasingly more effective than print advertising or recruitment fairs.

Social media strategies include: Building awareness with PPC marketing for higher education Observing target audience preferences to segment into relevant

groups Generating localized content for sharing, track with Analytics and

optimize Creating online contests to develop brand recall and engagement

4. Indian Student Recruitment Strategy

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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Institutions are looking beyond ephemeral market conditions to seek long term partnerships and deepened research ties.

Interested institutions must meet the following conditions: Not for profit In existence for at least 20 years Accredited by a reputable organization Be ranked in the top 400 in one of three global rankings: the UK-

based Times Higher Education or Quacquarelli Symonds (QS) rankings, or the Shanghai Jiao Tong University Academic Ranking of World Universities

Offer course content as good as that offered via their main campuses Not repatriate money earned on Indian soil or distribute profit or

dividends to members

5. Partnerships and Long Term Strategy

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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Demographic trends that forecast shrinking North American high school numbers while India quickly becomes the most populous country in the world, highlight an urgency for international recruitment.

Smart institutions are investing in relationship building and growing overseas alumni communities to seek the gradual benefits of campus diversity, international prestige, and financial rewards.

6. Conclusions

Source: Higher Education Marketing – India Increasing Important in Student Recruitment

India Increasingly Important for Student Recruitment

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