Strategies for International Student Recruitment
- The NUS Experience -
R. Rajaram Director
Office of Admissions
VISION
A leading global university centered in Asia,
influencing the future NUS will be a globally-oriented university, in the distinguished league of the world’s leading universities.
A key node in global knowledge networks, NUS will have distinctive expertise and insights relating to Asia.
NUS aspires to be a bold and dynamic community, with a “no walls” culture and a spirit of enterprise which
strives for positive influence and impact through our education, research and service.
Every member of our university enjoys diverse opportunities for intellectual, personal and professional
growth. Learning and working at NUS will foster quick, well-rounded minds, well-equipped to succeed in our
fast-changing world.
MISSION
To transform the way people think
and do things through education,
research and service
as of Aug 2011
SNAPSHOT
Students, Faculty & Staff Number
Undergraduate 26,742
Postgraduate 10,562
Academic Staff (Teaching) 2,609
Academic Staff (Research) 2,643
Executive & Professional Staff 2,084
General Staff 2,415
• 16 Faculties & Graduate Schools over 3 campus locations
• 3 Research Centres of Excellence & 22 research institutions
• 42 University Administration Offices
• 8 Halls of Residence & 3 Residences
• 3 residential colleges
SNAPSHOT
• IT-intensive Environment:
Notebook ownership scheme, Plug
& Play points campus-wide,
wireless & mobile services
• State-of-the-art Facilities:
Internet 2, Synchrotron radiation
setup, Laser microprocessing lab
• Global Classrooms:
Smart classroom, Integrated Virtual
Learning Environment, Web Labs
SNAPSHOT
World-Class Infrastructure
• International Recruitment
• Student Exchange Programme
• International Networking
• Global Partnerships
6
GLOBALIZATION
A LEADER IN GLOBAL EDUCATION
Take NUS students
to the world
Students and faculty from 100 countries;
50% undergraduates go overseas;
20% for >6 months
Reciprocal student exchange arrangements
with over 300 partner universities
Bring the world
to NUS
70 joint & double-degree programmes
with top universities around the world
7 NUS Overseas Colleges across
the US, Europe, China & India
STUDENT RECRUITMENT
Key Principles
• Diversity - Key countries identified for recruitment
• Compatibility - Geographically close to Singapore, with
education systems whose rigor and quality suitable for NUS
• Quality - Students must be in the top and able to add value to
the NUS environment
STRATEGIES
• Targeted Outreach
• Cultivating Top Talent
• Clear Value Propositions
TARGETED OUTREACH
• High School Outreach
– Identify reputable high schools in target countries
– Make direct visits and make presentations on
opportunities at NUS
– Involving currently enrolled students, faculty and
staff in recruitment activities
TARGETED OUTREACH
Personalised Engagement
• small group sessions with principals, school
counselors, parents and top students
• sponsor visits to NUS from counselors and teachers
• Outbound visits from student ambassadors at NUS
CREATING AWARENESS
Reaching out to the larger community
• Active participation in recruitment fairs e.g. Facon Fair,
Times of India Fair etc
• Advertisements in major publications in respective
countries
• Engaging the media. For example, appearing in local
TV and radio talk shows,
ATTRACT TOP TALENT
Actively leverage on scholarships & financial aid
• Number, range and attractiveness of scholarships
• Access to and comprehensiveness of financial aid
• Early offers of scholarships and financial aid, and where possible concurrently with admissions
Early offers of admissions
• Provide early offers to top students such as Olympiad medalists
Attracting Top Students
• Scholarship
Outreach
• Scholarship
Publications
Selection of scholars
• Scholarship
Application
• Scholarship
Interview
• Scholarship
Offer
Engaging our scholars
• Renewal of
Scholarship
• Scholar
Development
Framework
SCHOLARSHIPS
The scholarship connection
Scholarships Courses Eligibility Value of Award
ASEAN
Undergraduate
Scholarship
Any course^
leading to
a first degree
^ Limited places for
Medicine, Dentistry
and Law Courses
• Citizens & permanent
residents of an ASEAN
member country (Singapore citizens are not
eligible)
• Outstanding academic
results and
co-curricular activities
• Tuition fees
• Annual living
allowance of
S$5,800.00
SCHOLARSHIPS
Scholarships Courses Eligibility Value of Award
SembCorp
Undergraduate
Scholarship
All courses
offered by the:
• School of
Computing
• Faculty of
Engineering
• Faculty of
Science
(excluding
Pharmacy)
• Indonesian National
• Polytechnic Diploma or high
school equivalent.
• Outstanding co-curricular
activities
• Tuition fees
• Annual living allowance
S$6,000
• Accommodation
allowance
• Settling-in allowance of
S$200
• Air passage at the
beginning and upon
completion of the course
of study
Singapore Airlines
(SIA)- Neptune
Orient Lines (NOL)
Undergraduate
Scholarship
• Indian National
• Polytechnic Diploma or high
school equivalent.
• Outstanding co-curricular
activities
Undergraduate
Scholarship for
Hong Kong
Students
• Hong Kong (SAR) citizen
and permanent residents
• Polytechnic Diploma or high
school equivalent.
• Outstanding co-curricular
activities
SCHOLARSHIPS
• No deserving student denied an NUS education because
of financial difficulty
• Needs-blind admission
FINANCIAL AID
TALENT MANAGEMENT OUTREACH
SCHOLARS DEVELOPMENT
• NUS Scholar Development Camp - Develop scholars’ personal effectiveness using “The 7 Habits of Highly
Effective People” model
• NUS Scholar Overseas Community Involvement Programme to Cambodia - Encourage giving back and international exposure
• NUS Future Leader Programme - Develop leadership abilities
- Inculcate social responsibility
- Self-initiated community projects
- 5-day workshop
• NUS Scholar Enrichment Grant - Grants to participate in local and
overseas enrichment programmes
VALUE PROPOSITIONS
• Enrichment Programmes – NUS Overseas Colleges
– University Scholars Programme
– Student Exchange Programme
• Accommodation
• Service Touch points
ENRICHMENT PROGRAMMES
Student Exchange
• Learn other cultures, broaden outlook
an establish personal network
• 1 or 2 semesters at one of our 300
overseas partner universities. Credits
transfer back to NUS towards a degree
• international internships and research
attachments
ENRICHMENT PROGRAMMES
University Scholar Programme • interdisciplinary academic programme
• 8 multi-disciplinary modules(Writing &
Critical Thinking)
• complements partner faculty curricula with
enquiry-led, small group teaching. taught in
seminar style
• learning beyond the classroom through
research, internship, and study abroad
opportunities
USP students are concurrently
enrolled in one of 7 faculties –
Arts, Business, Computing, Design
and Environment, Engineering,
Law <New in AY12> and Science.
NUS Overseas Colleges
• For students with entrepreneurial drive
• Immersion in leading entrepreneurial and academic hubs
• Internship in innovative, high-tech start-ups
• Study at prestigious partner universities
NOC Israel
ENRICHMENT PROGRAMMES
On-Campus • 6 Residential Halls
Eusoff Hall
Kent Ridge Hall
King Edward VII Hall
Raffles Hall
Sheares Hall
Temasek Hall
• Prince George’s Park Complex
International students can stay on campus for
first 2 years of study
Off-Campus • Residential hall
• Rented rooms and apartments
ACCOMMODATION
NUS University
Town
UTOWN RESIDENTIAL PROGRAMME
• Multi-disciplinary academic
programme in residential setting
• Incoming freshmen apply for the 2-year
residential programme & stay in
Cinnamon (USP) College, Tembusu
College & Residential College 3
• 67,000
IVRS/Helpline (Total calls)
• 45,000
Total who chose option to speak to OAM officer
• 39,250
Email queries
OUR CUSTOMERS
NUS OFFICE OF ADMISSIONS
NUS SERVICE CLASS REPORT
KEY CUSTOMER REQUIREMENTS
Admissions Convenient application and acceptance
process
Easy to communicate with OAM and
obtain clear/timely response
Timely & comprehensive offers /
product offerings
Scholarships
Financial Aid
MAJOR SERVICE TOUCH POINTS
• Website
• Publications
• Campus Tours
• Open House
• 24x7 Enquiries
MAJOR SERVICE TOUCH POINTS
• Admissions application portals
• Financial Aid application portals
• Scholarship application portals
• RightNow FAQ web query system
• RightNow email enquiry system
• IVRS phone enquiry system
• OAM Reception
Customer Care Portal
USING TECHNOLOGY TO SUPPORT BEST CUSTOMER SERVICE DELIVERY
Admissions Website
Web Query System
(FAQs)
Customer Care Portal
Customer Care
Supervisor
CUSTOMER
(valued service)
RN Email System
Templates NEW
NEW
Checks
60,000
20,300
Customer Service/Contact Centre Team • Carefully selected (interview/written/scenario testing)
• Customised Training (OJT/draft replies)
• RightNow knowledge-based Web Query (FAQ) system (information
anytime anywhere)
• RightNow Email Enquiry System (using smart technology to ensure timely
& valued response)
TECHNOLOGY DRIVEN TOUCH POINTS
RightNow knowledge-
based Web Query System
Latest
enhancement
LOGIN Customer profile Statistics in RN Email System
Objective: Continual improvement (enhance reply templates/
FAQs to address more current customer needs)
RightNow Web Query System
(How to send an email query)
Online application portals with IT enhancements (facility to check application status, accept offer, retrieve application, upload of documents)
TECHNOLOGY-DRIVEN TOUCH POINTS
CUSTOMER RELATIONSHIP
Measuring Best Experience
Service Standards/ KPI → Customer Satisfaction
• Emails (timely response/ KPI – within 3 days)
• Telephone calls (answer by 2nd ring)
• Reception desk (attend to customer within 10 minutes)
• Response to queries (valued – clear & accurate replies – 100% QA)
• Customer service (courteous and helpful; good listening and communication
skills)
Empowerment (admission advisory services, IVRS announcements)
How do we know our customers are happy with our
offerings/ service?
CUSTOMER SATISFACTION
• Customer Feedback Forms
• Annual Student Survey
• RN Email Satisfaction Survey
• Financial Aid Survey
• OQM Student Perception Survey
Solicited
feedback
• Direct meetings with customers
• Outreach programmes
• Feedback from overseas recruitment agents, NUS faculties/departments
Unsolicited
feedback
NUS WORLD RANKING
• 40th among world’s top 200 universities
• Top 2 in Asia
http://www.nus.edu.sg/admission