International Student Recrutiment

This is KTH Royal Institute of Technology

• KTH is Sweden’s highest ranked technical university • KTH is Sweden’s largest and most respected technical university • KTH provides one third of Sweden’s technical and engineering research at

university level

• KTH is ranked amongst top 10 universities in Europe (QS) • KTH is ranked amongst top 100 universities in the World (QS)

• KTH is the oldest and largest technical university in Scandinavia • Established 1827 in Stockholm • Five research platforms: Energy, Information and Communication Technology,

Materials, Life Science Technology and Transport • 12 000 full-time students, 4 800 employees and 2 000 researchers from more than

one hundred nations

KTH offers a wide range of Master’s studies

Close to 70 Master’s programmes in the fields of: • Architecture and Civil Engineering • Electrical Engineering • Engineering Physics and Mathematics • Energy and Sustainable Development • Industrial Management and Innovation • Information and Communication Technology

and Computer Science • Life Science Technology • Materials Science and Engineering • Mechanical Engineering

KTH's ranking rises among the world's best universities

• 97th place in the world (QS, 2016) • 17th place in the world / 6th in Europe:

Electrical & Electronic Engineering (QS, 2016)

• 25th place in the world / 9th in Europe: Engineering - Mechanical, Aeronautical and Manufacturing (QS, 2016)

• 159th place in the world (THE, 2016)

• 42nd place in the world: Field of Engineering and Technology (THE, 2016)

International Student Recruitment

• Caroline Mosson (Project Manager) • Daniel Ståhl (Public Relations Officer) • Daniela Kuhn Bueno (Public Relations Officer, web) • Malin Söderkvist (Public Relations Officer, print/production) • Annifrid Pålsson (Head of Unit)

International Student Recruitment mission

• Marketing and communication activities within the framework of International Student Recruitment towards prospective fee paying master students

• A variety of activities towards a set target audience in focus regions (China, India, Southeast Asia and Brazil)

• Branding KTH, Stockholm and Sweden as an attractive study destination –

personal meetings, social media and student competitions

“What do you really do?”

• Long-term goals stemming from KTH’s strategic plan • Yearly plans developed together with Deputy President and Vice Dean of

Faculty • Yearly program priorities developed together with Deputy President and

Vice Dean of Faculty • Yearly surveys and focus groups in the target audience • Communication platform covering over three years • Yearly communication plan and activity plan

Knowledge about the “general” international student

• The KTH website is the information hub. It is read by many, who rate it highly for its useful content.

• Search engines and portals create awareness of KTH, together with ranking lists and word-of-mouth spread by family and friends.

• Ranking lists and the reputation of KTH are very important. Many first found out about KTH through ranking lists. Good reputation as well as high ranking are drivers for applying to KTH.

• Programme content and career opportunities also play a role as drivers, for

students to apply to KTH.

• Financial issues are cited as the main barrier for entering KTH Master’s studies.

International Student Survey 2014

KTH website (education)

Innovate Yourself at KTH • Strategic work with content

- New structure on our web - Master’s programme in focus - Scholarship information - Visitors shall have a clear and consistent view of KTH (image, pictures & format)

• Keeping it personal on the web; - interviews with students, alumni and professor

• Nobel, Swedish Innovations, Ranking • Web survey every year

Print and production

Print • Master’s Studies (ex. 10,000)

• Welcome package (ex. 1500)

• Smaller productions

Material for fairs • Roll-ups, cloth

• Master brochure, Contact card

• Master’s presentation

• Film “Innovate Yourself at KTH”

Social media

• Regular updates about KTH • Important events on campus • Inspiring posts about Stockholm and Sweden • Sponsored posts in each region to promote activities • Student Life

Facebook: KTH International Students Since October 2013 36,965 likes Twitter: @/KTHuniversity Since February 2014 2585 followers Instagram: KTH International Students Since November 2015 837 followers

Focus China

Chinese website (http://china.kth.se/) - KTH Master’s programmes in Chinese - News function • Chinese blog

• Baidu (“Google”)

• Baidu Baike (“Wikipedia”)

Social media • Weibo

• Wechat

• Youku

• QQ

Peer-to-peer communication

KTH Bloggers • Thirteen blogs:

Brazil, USA, Indonesia. France, Austria, Uganda, Romania, India, Hungary, Germany, China

• Sustainability blog • Chinese blog (WeChat)

• Portugisisk blogg (SwB)

KTH Ambassadors • Ask a KTH Student (26)

- KTH ambassadors answer questions from prospective students around the world, 700 conversations (oct-may)

• International campus visits

• Call-up week

• Visit home university

• Keeping track of forums and answer questions (Quora)

Leads communication

Newsletters to leads/students throughout the recruitment year; prospective, applicants and admitted students. Prospective students – ”inspire about KTH”

• External portals; Masterstudies, Study portals • Recruitment fairs • University visits • Campus visits • Subscribe to KTH (Newsletter) • Agents (Thailand, Indonesia, Vietnam)

Applicants – ”motivate”

Admitted – ”accept your offer”

Main barriers for not accepting KTH offer

Student Competitions • Digital focus • Global reach • Create awareness and direct recruitment • Easy to evaluate • High ROI

KTH Master’s Challenge (India 2013-2016) In collaboration with; KTH professor's and Admissions Office Swedish companies; Ericsson, ABB, SAAB Participants: 4090 KTH Master’s Challenge (Indonesia 2015) In collaboration with; KTH professor's and Admissions Office Swedish companies; SAAB Participants: 1193 Sweden-Brazil 2015 Roadshow Challenge (2015) In collaboration with: Swedish universities The Sweden-Vietnam Challenge (2013) Participants: 2292 The Great KL Challenge (Malaysia 2011) Participants: 1198

KTH Master’s Challenge - India statistics

KTH Master’s Challenge prize ceremony 2016

Happy 1st prize winners of KTH Master’s Challenge in Jakarta, Indonesia 15/16

• Prize ceremony at ABB in Bangalore, India, 23rd of January 2016 (above)

• Prize ceremony at Swedish Ambassadors Residence in Jakarta,

Indonesia, 4th of April 2016 (right)

During spring • Welcoming package – Letter from the President & Master’s Handbook

• KTH Master’s Challenge prize ceremony in India and Indonesia

• Call-up week; KTH students calls all newly admitted international students

• Pre-Departure events together with alumni, bloggers and ambassadors (spring 2016):

India;176 students in five cities (270) China; 80 students in two cities (280) Indonesien; 33 students (55) Thailand; 6 students (12) Brazil; 9 students (30) Colombia; 6 students (12)

Evaluation

Evaluate each project throughout the year

Student Survey every two years – Primary target group: registered students – Secondary target group: Accepted students who didn’t register at KTH

Web survey every year