How to Create a Successful International Recruitment Plan

Creating an international recruitment plan is both science and art: It needs to be grounded in good data, both external and institutional, and it requires creativity to incorporate that data into institutional priorities and goals. Each institution has its own needs, capacities, and objectives, but there are key ingredients that will help any plan maximize its chances for success.

Conduct a SWOT Analysis

A SWOT analysis involves taking stock of strengths, weaknesses, opportunities, and threats that may be factors in carrying out a plan. Strengths and weaknesses focus on the internal or institutional points that currently support and hinder international recruitment. Opportunities highlight possible points on which to build, and threats emphasize organizational and external
concerns that may impact the success of a plan.

Strengths include items such as academic programs that are well-ranked or have a strong draw for international students. Good alumni relationships in a particular country or region, existing partnerships abroad, connections with high school counselors at particular schools at home and abroad, good support services for international students on campus, and any new budget, staff, or technological resources are all types of factors that are strengths.

Weaknesses include such things as a relatively high tuition cost, dependence on a particular country for enrollment, lack of scholarships for international students, poor communication with other departments or units, lack of brand recognition, limited housing options, and geographical challenges.

Opportunities draw on internal and external data that point toward potentially positive directions for the plan: Student mobility data may