June 28, 2012

A One-on-One with International Recruitment Dynamo Daniela Locreille

Jun. 28, 2012 at 10:49 AM | By Marlysa Connolly | Comment Count

With the introduction of digital technology to higher education, international recruitment has adapted the way it does business by experimenting with social media to establish relationships with prospective students. We recently had the opportunity to chat with Hobsons Director of Student Marketing and international recruitment dynamo, Daniela Locreille, to discuss this transition from traditional to digital and share key practices to keep recruiters in the ‘know’.

What industry trends have you experienced during your career?

In my 15 years at Hobsons, I have experienced big shifts in international student recruitment. As I reflect upon these trends and how they impact the way we reach out to the global student market, I can tell you it has been a very exciting and fast trip. We used to distribute printed guides at conferences and college fairs as our primary marketing method. Today, we’re dealing with a much different market that demands establishing genuine relationships using digital technology.

What tactics have you used to establish those relationships?

Many ideas come to mind when I think and re-think the tactics and tools I use to reach students and their influencers. My main formula has always been “network”. Yes, it’s time consuming but it pays off. Even with technological advances some things do not change. People want to talk to people and they will go out of their way to aid in your success if you’re likable, genuine, and trustworthy.

How has digital technology transformed the way international recruiters do business?

I still attend conferences to add some humanity to a much- digitalized world. But let’s be honest, nothing beats social media. Not having a Linkedin profile nowadays is unthinkable! In my marketer mind if I am trying to connect with you on a social site and you’re not there, then you have given me a sense that you’re not in the know. There are 901 million users on Facebook and 175 million on Twitter. This is where the students are.

Whewww . . .Seems like a lot to keep up to. What tips can you provide to manage social media recruiting?

I know how time consuming social media is but remember it is no less time consuming than establishing personal contacts. If a student posts a question to your social feeds, answer it. If a colleague sends you a direct message on Twitter or LinkedIn, acknowledge that message. I recommend getting back to the basics: just as you would return a call, return a message.

Any final thoughts you would like to share?

In this era of superabundance of everything, focus is king. Use resources to stay abreast of the market every day. Read articles from versed peers, engage on LinkedIn, Twitter and Facebook (yes, again!). Be a part of select forums such as The Future of Education or the Educator’s PLN. After joining these communities, don’t just focus on your own market. Follow the same groups your influencers are following too!

What other industry shifts have you seen in international student recruitment?