The Future of Education Agent Management

Transcription

1 The Future of Education Agent Management Australian International Education Conference Melbourne 2012 Gabrielle Rolan, University of New England Rishen Shekhar, StudyLink Assumptions Market maturing but still relatively young Education Agents exist What is an education agent An individual or company that recruits and places students into accredited colleges, universities and other educational institutions on a commercial 'fee for service' basis 1

2 Context USA International education $21 billion in export dollars to U.S. economy in 2010/2011 (IIE Open Doors) 6th largest services export industry in U.S. (International Trade Commission Annual Report 2011) : 723,277 International students studying in U.S. Record high number of international students in U.S. USA : The great debate Reaction to agency use is mixed within the U.S. education community and federal regulatory bodies Reasons: Longstanding and very real perceptions of abuses in agency marketplace and related ethical concerns Federal legal restriction on domestic use of incentive compensation Perceptual ambiguity between agency use per se and specific issue of incentive compensation Lack of clarity as to why we recruit. Diplomacy vs. Commerce vs. Diversity Departments of State/ Commerce/ Education/ Homeland Security have different perceptions 2

3 Despite the debate or maybe because of it agency use is increasing Difficult to obtain precise numbers due to conflicting terminology and reluctance to admit use ICEF Data indicates that US educators working with agents have doubled from since 2009 (includes secondary, higher, and ESL) Trends in the USA Perceived "opening" of the U.S. market is driving considerable innovation in the agency marketplace in the US - not only in direct recruitment but in recruitment services Reasons: Size of the market provides incentive to whomever can get it right Newness of the idea of using partner companies by US institutions means the market has not fallen out to pre-established patterns Uncertainty created by the great debate on how to compensate partners for growth in international enrolments NACAC Commission being watched closely 3

4 Context Australia International education $16 billion in export dollars to Australian economy in 2010/2011 Largest services export industry (ahead of travel) and fourth largest export industry overall behind coal, iron ore and gold YTD August 2012: 461,47 International students studying on Student Visa ELICOS, Schools, VET and University sectors (6.6% decline on same period 2011) (AEI International Enrolment Data) Estimated over 60% of student enrolments were referred by international education agents (2012 AUIDF Benchmarking Data, Alan Olsen SPRE) Commencing international students in Australia are ranking the importance and use of using education agents in helping them choose an institution higher than in 2010 (International Student Barometer 2012) The Education Agent Industry Australian institutions have embraced the role of agents in the recruitment process Currently not regulated in Australia Agents not required to be a member of any body or have any specific training However, the National Code of Practice for Registration Authorities and Providers of Education and Training to Overseas Students (2007) provides the standards & protocols by which institutions must abide by in the delivery of courses for international students this includes the use of education agents Baird Review 4

5 Recent legislative changes The world of Streamlined Visa Processing New risk ratings Genuine Temporary Entrants & Genuine Students Visa rejections Linking agents on PRISMS A complete overhaul of internal agent management processes & impacts on international admissions & marketing 5

6 Its still all about relationships International Office

7 International Office 2012 Technology Enabling Relationships We need smart integrated systems to manage: Admissions Communication Training Compliance Contracts Commissions Smart systems Time to focus on the important stuff - relationships 7

8 Gen Y Counsellors not just students are Gen Y need to be kept engaged We no longer can keep working the old way Make it simple / easy to find out course information, start dates, fees, entry requirements and apply Real time / quick updates and statuses Large budgets allocated for digital media strategies for student recruitment but what about agent management / communication? What are we doing in this space? Crystal Ball Gazing 8

9 Initial thoughts Distinction between recruitment agents and visa agents Deeper relationships with fewer agents The development of specialist agents Increased competition for the skills of specialist agents Restructuring of International Offices Further thoughts Institutions taking a greater role in agency work - buying into large agencies / restructuring roles of offshore offices Commission structures bonuses for visa approvals & electronic applications, OSHC & payment gateway commissions Hybrid agency models virtual / online agencies, e-counsellors New breed of agents ELC & Pathway Providers, Lead Generators 9

10 Are agents here to stay? Questions / Discussion Thank You! E: grolan@une.edu.au E: rishen.shekhar@studylink.com 10