Resources for Educators who are recruiting and enrolling students from China in the USA.
Published On: Fri, Jul 31st, 2015

Tips for recruiting in China

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US Schools Take Control Back of their Brand in China!
The reason why I started USA College Connection is to help US institutions better communicate with Chinese students directly and keep them happy once they arrive on campus. Instead of leaving things up to the agent to misrepresent and recruit the wrong student, US schools can take control back in the recruiting process and here is how:
1) Translate the application process and make it clear. When I go to college admissions websites, I still have a lot of questions after reading the English version. Even though the student should be able to comprehend, they still have to explain this to their parents who are not well-versed in English.
2) Monitor your school’s online presence in China (search Baidu)
3) Use Chinese language in materials explaining your school
4) Do not rely on your US website or US social media networks (Great Firewall of China will block it). UCC has created a Chinese .cn portal as well as Chinese social networks. If you do not have a huge budget for China (as Marketing is getting more expensive), outsource it and create a budget.
5) Keep Education USA and US Department of Trade informed in China of any program updates. Make sure you are listed on China’s Ministry of Education
6) Follow up frequently with candidates (Universities in the United States and Canada received low marks for communication with prospective international students in a recent survey released by Study Portals, British Council, and IELTS, all NAFSA Global Partners).

7) Ask UCC how to Brand your campus but also protect the Brand against agents who misrepresent your school. If you are looking at long-term recruitment, it might be worth asking how you can make the recruiting process more successful and give your agents the better tools to recruit the right students.

For more information, please email Irene Tieh:
China Branding 2015-04-21 at 3.34.06 PM

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