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INTERNATIONAL RECRUITMENT
Digital marketing is an important component of international recruitment.
INCREASING INTERNATIONAL RECRUITMENT
International students are increasing across the globe. For example, according to the Canadian Bureau for International Education in 2022, Canada saw a 43% growth in international students over the previous five years and nearly 170% over the last decade. Higher ed institutions are increasingly focusing on how to attract international students and increase enrolment.
However, institutions often need some help with international recruiting as it can be a challenge. Glacier has experience with advertising to prospective students across the globe; Canada, the US, South Asia, Africa, Latin America and the Middle East.
HOW DOES GLACIER HELP?
Glacier helps with digital marketing tactics including:
- Programmatic & paid advertising - with programmatic, we can get granular with targeting & social is great for retargeting
- Search campaigns - we can run campaigns related to studying in the country of your institution, as well as specific keywords such as interest in a particular program
- Creative best practices - we will recommend content for ads based on best practices and what we see is best performing in the industry
- Omni-channel approach - Glacier's omni-channel approach boosts response and builds trust
CASE STUDY: YORK LASSONDE'S INTERNATIONAL CAMPAIGN
- Contextual Targeting. Females 13-18 + STEM Interests - This tactic was a combination of three layers: age, interest, and contextual targeting (websites relevant to the requested audience--in this case STEM). Tactic delivered a CTR of 0.27%, which is well above the industry average of 0.08%.
- Display. Remarketing - This tactic only targeted users who had previously interacted with one of our ads. Delivered a CTR of 0.60%, which is excellent for Display.
- Video. Remarketing - This tactic only targeted users who had previously interacted with one of our ads, but it only served them video rather than banner ads. Delivered the strongest CTR at 3.31%.
TOP COUNTRIES OF ORIGIN FOR INTERNATIONAL STUDENTS ENTERING CANADA IN 2022:
- India (226,450 students)
- China (52,165 students)
- Philippines (23,380 students)
- France (16,725 students)
- Nigeria (16,195 students)
- Iran (13,525 students);
- Republic of Korea (11,535 students);
- Japan (10,955 students);
- Mexico (10,405 students); and
- Brazil (10,405 students)
NUMBERS AROUND INTERNATIONAL STUDENTS IN THE USA IN 2022:
- There were 948,519 international students studying in the United States in the 2021/22 academic year, a 4% increase from 2020/21
- China and India represent the majority (52%) of all international students in the United States
- Canada, Mexico, and Nigeria are also notable countries of origin in terms of numbers
- According to 2022 data, 54% of international students majored in STEM fields
- The number of international students have been increasing YoY, except a dip due to COVID but numbers have since increased
FREQUENTLY ASKED QUESTIONS
With international recruiting, the more channels you can use, the better! We are seeing more and more that recruiters are being used in tandem with digital marketing campaigns to run the most successful campaigns possible.
What's great with digital marketing is that not only can we advertise to high school students, we can also get in front of parents of high schoolers, and with some of our digital marketing channels we can get really granular with the demographic we want to target.
Absolutely! It doesn't matter where you are located or where you would like to target prospective students, we will be able to help!