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Article
Publication date: 7 June 2013

Melissa A. Hubbard and Amber T. Loos

The purpose of this study is to determine the extent to which academic libraries participate in and assess initiatives to increase or maintain student enrollment levels at…

2303

Abstract

Purpose

The purpose of this study is to determine the extent to which academic libraries participate in and assess initiatives to increase or maintain student enrollment levels at colleges and universities in the US.

Design/methodology/approach

An online survey of academic library directors in the US was conducted. The 31 question survey was distributed via email to 321 librarians in the sample population. The survey response rate was 42.7 percent. Quantitative data were analyzed using SPSS 19.0 and qualitative data were coded according to recruitment or retention strategy.

Findings

Regardless of institution type or size, libraries in the sample population were just as likely to participate in recruitment and retention initiatives. However, some libraries stood out as particularly active in recruitment and retention initiatives. Indicators of active library participation were identified.

Research limitations/implications

The response rate for the survey did not generate a statistically significant sample size, given the population. However, the data generated here contribute significantly to the relatively scant literature on academic library participation in retention and recruitment activities. The findings also suggest the need for the profession to focus on creating assessment tools to measure library impact on recruitment and retention.

Originality/value

No other studies have surveyed the academic library field to document the extent to which they participate in and assess recruitment and retention initiatives.

Details

Reference Services Review, vol. 41 no. 2
Type: Research Article
ISSN: 0090-7324

Keywords

Book part
Publication date: 1 June 2021

Melissa James

This chapter compares how three institutions from three countries, Canada, Hong Kong and the United Kingdom, use international student recruitment as an institutional capability…

Abstract

This chapter compares how three institutions from three countries, Canada, Hong Kong and the United Kingdom, use international student recruitment as an institutional capability. Institutional capability to recruit students from international markets is determined by a mix of national policy, internal cultures and institutional resources and capabilities. This chapter explores the complex nature of institutional operations in higher education institutions (HEIs) by considering the perspectives of senior leaders, administrators and international student recruiters and how they implement their international student recruitment plans while facing increasing competition and unstable government policies. The results show what is needed is for institutions to improve their institutional capabilities to respond to national policies and to adapt to the changing global landscape. It also discusses the importance of understanding highly localised, institutional culture and practice and how national policy is one dimension that shapes international student recruitment. International case study allows you to draw these conclusions and to examine how strategy and policy contexts shape individual institutional capability. Institutional context shows capabilities in international student recruitment practice are unique and institutional responses to policies and competition are based on their internal cultures. Institutional actors view government policy as the ‘playing field’ to achieve their institutional strategies; however, there is more to international student recruitment than merely national policies such as the ability to communicate and coordinate activities within institutions. This chapter highlights the importance of understanding the capabilities of the institutions themselves as they attempt to recruit students from international markets. This chapter reinforces the notion that it is not only what the policies say or do, but also how these policies are interpreted at the practice level that shapes international student recruitment.

Details

Global Perspectives on Recruiting International Students: Challenges and Opportunities
Type: Book
ISBN: 978-1-83982-518-7

Keywords

Article
Publication date: 5 August 2022

Denise Jackson, Linda Riebe and Flavio Macau

This study aims to investigate graduate employer perceptions of determining factors in recruitment decisions and their preferred use of recruitment channels. This study drew on…

1207

Abstract

Purpose

This study aims to investigate graduate employer perceptions of determining factors in recruitment decisions and their preferred use of recruitment channels. This study drew on the employability capitals model to interpret findings and identify ways to better prepare higher education students for recruitment and selection. This is particularly important in declining graduate labour markets, further weakened by COVID-19.

Design/methodology/approach

This study gathered data from surveying 183 Australian employers from different organisational settings. Responses were analysed using descriptive and multivariate techniques, the latter exploring variations by role type, sector and organisation size.

Findings

Findings reaffirmed the criticality of students having the right disposition and demonstrating professional capabilities during recruitment, highlighting the value of building cultural and human capital during university years. Recruitment channels that require students to mobilise their identity and social capital were prioritised, particularly among private sector organisations. Work-based internships/placements were considered important for identifying graduate talent and developing strong industry–educator partnerships, needed for building networks between students and employers.

Originality/value

This study provides valuable insights into determinants of graduate recruitment decision-making from the employer perspective. These highlight to students the important role of capitals, and how they can be developed to optimise recruitment success. This study presents practical strategies for universities to build their students’ human, social, cultural and identity capital. Findings on the prioritisation of recruitment channels among graduate employers from different sectors will enable students and universities to better prepare for future recruitment. It emphasises that student engagement with employability-related activities is a critical resource for an effective transition to the workplace.

Details

Education + Training, vol. 64 no. 5
Type: Research Article
ISSN: 0040-0912

Keywords

Article
Publication date: 24 July 2023

Robert Gandy, Peter Wolstencroft, Katherine Geer and Leanne de Main

The recruitment of undergraduate students within English universities is of vital importance to both the academic success and the financial stability of the organisation. Despite…

Abstract

Purpose

The recruitment of undergraduate students within English universities is of vital importance to both the academic success and the financial stability of the organisation. Despite the primacy of the task, there has been a dearth of research looking at related performance and how to ensure that the process is optimised. The purpose of this study was to investigate the degree of variation both within a university and between different universities. The reliance that individual programmes and/or universities place on the Clearing process is key; given its uncertainty, resource demands and timing shortly before students take up their places.

Design/methodology/approach

The Nomogramma di Gandy diagrammatical approach utilises readily available data to analyse universities’ performance in recruiting students to different programmes, and the degree to which they each rely of the Clearing process. Inter-university performance was investigated on a whole-student intake basis for a sample of English universities, representative of type and region.

Findings

The study found that there were disparate patterns for the many programmes within the pilot university and also disparate patterns between different types of universities across England. Accordingly, universities should internally benchmark their programmes to inform both strategic and tactical decision-making. Similarly, Universities and Colleges Admissions Service benchmarking inter-university patterns could inform the overall sector.

Originality/value

The approach and findings provide lessons for analysing student recruitment which could be critical to universities’ academic and financial health, in an increasingly competitive environment.

Details

Benchmarking: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1463-5771

Keywords

Article
Publication date: 19 August 2019

Melissa James and Gemma Derrick

How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is…

Abstract

Purpose

How higher education institutions (HEIs) approach the recruitment of international students is an area of global interest (James-MacEachern, 2018, Ross et al., 2013), but there is limited focus on how institutions in different parts of the world approach international student recruitment as an export marketing orientation (EMO). The purpose of this paper is to examine the similarities and differences of export marketing orientation amongst three higher education institutions.

Design/methodology/approach

This study uses export marketing concepts to compare three universities from Canada, Hong Kong and the UK to explore how institutions use international student recruitment as export marketing in international markets.

Findings

The study finds a number of similarities and differences in how HEIs react and respond to market and global environments, and responses impact the level of EMO. It argues that institutions rely differently on export marketing in their approach international students and highlights the need to understand how various factors such as national policy and institutional strategy impacts institutional adoption of an EMO in higher education.

Originality/value

By comparing HEIs from different parts of the world, this paper shows differences in export marketing orientation that are shaped by national policy frameworks and organizational culture. This is the first time three institutions from Canada, Hong Kong and the UK have been compared for EMO, and this study provides new insights into the factors that contribute or hinder EMO for HEIs.

Details

Journal of International Education in Business, vol. 14 no. 1
Type: Research Article
ISSN: 2046-469X

Keywords

Article
Publication date: 31 July 2019

Jennifer Scott

The purpose of this paper is to examine the efficacy of the strategies that new, regional universities use for recruiting international postgraduate research students (IPRSs).

Abstract

Purpose

The purpose of this paper is to examine the efficacy of the strategies that new, regional universities use for recruiting international postgraduate research students (IPRSs).

Design/methodology/approach

An exploratory, qualitative cross-case study analysis was used to address a problem and associated gap in the literature, identified from a review of academic literature and government statistics. Case studies comprised multiple data sources, including interviews and questionnaires with 66 employee and student respondents and document reviews.

Findings

A disparity between the views of students and employees regarding effective recruitment strategies was apparent. This led to divergence between the needs of prospective students and institutional strategies used during recruitment. Findings include suggestions to improve such strategies.

Research limitations/implications

The study provides a basis for future research on higher education recruitment for new and regional universities and for IPRSs. As the research focused on two Australian universities, knowledge obtained should be explored further.

Practical implications

Results suggest students considering overseas postgraduate research study prioritize information, readily available online, about the university’s research focus and capacity, the features of surrounding communities and the regional impact of the research. Results also suggest that focusing on developing institution-to-institution and researcher-to-researcher relationships provides a mechanism by which the institution can enhance its international reputation to attract more students.

Originality/value

Limited research focuses specifically on recruitment of IPRSs. The results can support new, regional universities to review and modify their strategies for benefit to students and universities.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 25 September 2007

Mitchell Ross, Joo‐Gim Heaney and Maxine Cooper

The purpose of this paper is to investigate international student recruitment from an institutional perspective and to consider institutional factors that may affect recruitment.

3070

Abstract

Purpose

The purpose of this paper is to investigate international student recruitment from an institutional perspective and to consider institutional factors that may affect recruitment.

Design/methodology/approach

A qualitative study is undertaken in which education marketing practitioners are interviewed regarding aspects of international student recruitment at their institutions. Interview data are analysed by NVivo and categorized into four institutional factors: marketing department size, employee qualifications, institutional recruiting experience, and institutional focus.

Findings

Differences are found to exist between universities and secondary schools in terms of their current international education recruitment practices. The percentage of international student cohort appears to be largely responsible for sectoral differences.

Research limitations/implications

Findings presented are from a sample of secondary schools and universities in Australia and New Zealand. Further research is required to determine applicability of the findings to other education sectors.

Practical implications

Implications are considered from the viewpoint of the international education marketing practitioner, education manager and policy makers. The theoretical contribution of the study is also discussed.

Originality/value

This paper fulfils an identified research and practitioner gap through investigating international student recruitment from an institutional perspective.

Details

International Journal of Educational Management, vol. 21 no. 7
Type: Research Article
ISSN: 0951-354X

Keywords

Book part
Publication date: 5 February 2018

Enes Gök and Sedat Gümüş

Higher education institutions around the world compete with one another in the internationalization zone. One of the biggest competitions centers on the mobility of students

Abstract

Higher education institutions around the world compete with one another in the internationalization zone. One of the biggest competitions centers on the mobility of students fighting for the share from the student market pie. The Turkish higher education system, as an emerging competitor, also participates in this competition. While many studies focus on international students in Turkish higher education institutions, the literature lacks information about why Turkish institutions participate in this game, and what tools and strategies they use in this endeavor. This study examined the rationales and strategies of higher education institutions using a semistructured online survey data collected from international offices at participating institutions. Findings revealed that Turkish higher education institutions attract international students to create a multicultural environment by increasing diversity at the campus and to increase the quality of the institution. In contrast to the findings in the literature, seeing international students as institutional revenue source was not among the rationales mentioned by the participant institutions. Besides the rationales, findings also revealed the strategies institutions use for their international student recruitment. Paralleling with the trending mechanisms used worldwide, Turkish institutions use similar strategies such as participating in fairs and events, advertisement through technology, web and social media, and using agents; however, there are also unique mechanisms created by Turkish institutions including visiting parents of current international students, high school visits, and summer camps as effective strategies. Additional research, with broader scope and depth is needed to better understand the internationalization of Turkish higher education.

Details

Annual Review of Comparative and International Education 2017
Type: Book
ISBN: 978-1-78743-765-4

Keywords

Abstract

Details

Business and Management Doctorates World-Wide: Developing the Next Generation
Type: Book
ISBN: 978-1-78973-500-0

Article
Publication date: 20 October 2014

Nick Wilton

The purpose of this paper is to outline the findings from an exploratory research project investigating perspectives on the recruitment of work placement students among a diverse…

2470

Abstract

Purpose

The purpose of this paper is to outline the findings from an exploratory research project investigating perspectives on the recruitment of work placement students among a diverse sample of employers in order to disentangle what constitutes student “employability” in the eyes of these employers.

Design/methodology/approach

The paper draws on data collected in 30 detailed qualitative interviews with managers responsible for the recruitment and selection of work placement students in a wide range of organisational settings.

Findings

The paper identifies multiple facets of employability that are the explicit or implicit focus of student recruitment and highlights the often subjective, unknowable and shifting criteria used to select among similar candidates for employment.

Research limitations/implications

Despite the richness of the data, the restricted sample of managers interviewed limits the degree to which the findings can be generalised. It provides, however, a strong rationale for a greater focus in research and practice on the demand-side of the employability equation.

Practical implications

This paper presents a strong argument for a more nuanced understanding of how employers select among applicants to enable more effective student preparation for the labour market.

Originality/value

This paper contributes to the literature seeking to elucidate the range of factors that shape employment outcomes and, in doing so, adds to the political and academic discourse on employability, skills and the role of higher education institutions (HEIs) in preparing students and graduates for the labour market.

Details

Higher Education, Skills and Work-based Learning, vol. 4 no. 3
Type: Research Article
ISSN: 2042-3896

Keywords

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