International marketing and recruitment Institutional perspectives from Sweden and Chalmers University of Technology Cecilia Hillman, cecilia.hillman@chalmers.se Coordinator International Student Recruitment, Chalmers University of Technology Chairman of the Marketing and Recruitment group, Study Destination Sweden
Agenda Chalmers University of Technology Fee introduction autumn 2011 2 success factors for our work Time and money Networks for collaboration
Chalmers University of Technology Founded 1829 through the will of William Chalmers 9400 full-time students 2530 Master s students International students on Master s level: ~900 free-movers + ~400 exchange Students required to pay fees: ~350
Fee introduction autumn 2011 Preparations at Chalmers started 2010 Restructured the education offer: over 50 Master s programmes became 40 Big project with subprojects and workgroups for tuition fees, scholarships, application system, marketing The management part of the project Internal communication by project administrator
It s easier to communicate when you know what to say and do. 2 success factors for our work: The message The strategy
The Message Be confident in how to answer the question: Why Chalmers? Start from the beginning and ask yourself: Who are we? What s the advantages with our university? The city, the country? What do we offer? What kind of students do we want? Include your students and alumni in the work Define your target group Decide the message Make adaptations for markets and situations Stick to the message and be consistent
The Message Open your mind Close in on Chalmers Close to students and professors Close to the business community Close to the city centre Close to your future career Group Assignments Non hierarchial Integration between students Community on campus Informal direct contact with professors Interaction Real assignments and projects Modern industrial and business city Interaction Big small city City campus Open and welcoming atmosphere Modern global skills Cutting edge research and engineering Theory and practice The combination makes Chalmers unique Create stories based on the overall message
How? Marketing Strategy Chalmers Prioritized countries for marketing Awareness: We are not wellknown. Think long-term and be visible all year around Conversation rate: service and support throughout the process Focus on web and face to face meetings Benchmarking learn and rethink Evaluate: end what s not working and try out new things
How? Marketing Strategy Chalmers Our marketing mix web marketing and social media regular country visits; fairs, seminars, university visits, Sweden Education Days, pre-departure activities ambassadors (Master s students, doctoral students, alumni, researchers, teachers) Agents Calling campaigns Skype Webinars
Invest time and money to make it sustainable Organization Define marketing and recruitment within the organization Set limits for responsibility Be clear with strategy and intentions Recruitment takes time Budget Detailed budget connected to the strategy If possible: create space in budget for flexibility Prioritize and use synergies
Networks for collaboration Study Destination Sweden Started 2009 Broad network for marketing, admin questions (admission, migration etc), data resources Initiate common activities LinkedIn group for exchange of ideas and knowledge Student City Gothenburg Started 2005 Both national and international students Toolbox; text, images, movies Marketing projects Benchmarking
So in short Decide what to say Decide how to say it Build an organization for marketing and recruitment Make a reasonable and flexible budget Discuss with experienced colleagues
International marketing and recruitment Institutional perspectives from Sweden and Chalmers University of Technology Cecilia Hillman, cecilia.hillman@chalmers.se Coordinator International Student Recruitment, Chalmers University of Technology Chairman of the Marketing and Recruitment group, Study Destination Sweden