Collegial Conversations - John Hayden

Through these conversations, we hope to share the fresh perspectives of a few idea generators and thought leaders in international student recruitment. Periodically, the Marketing and Recruiting Network will ask respected colleagues to answer three questions. Visit often to learn more about the most recent and relevant trends in this dynamic field, and to contribute to its development.

John Hayden

In 2000, John Hayden cofounded Versation under the name English, baby!, with an original mission of teaching ESL online to international students. As the company gained clients in the international education industry, the demand for student management software and alumni tracking software became more apparent, and the company broadened its product offering. In 2005 the company changed its name to Versation, keeping the name English, baby! to represent its online ESL community, one of the largest in the world.

During the month of July, John answered questions and offered gems of wisdom. View the archived discussion now!

What do you see as the most critical element in trying to attract globall y mobile students to a particular country? Why?

I believe the country's brand is the first variable in making a decision. The U.S. has traditionally had a great deal of perceived value, which schools have been able to rely on. Other English-speaking countries have seen some success differentiating based on price or ease of admittance, but the brand is most important. If a U.S. school finds itself competing with a school in another country, pushing the U.S. brand is its best chance for success.

What particular obstacles (in terms of threats or challenges) prevent recruiters from being effective? How can colleagues overcome those obstacles?

The biggest obstacle I've seen in recruitment is technology. If a school isn't embracing the newest ways to communicate with prospects, they're missing out on a large portion of the computer-savvy marketplace. Gone are the days that an ad in a guide and a few trips overseas effectively competes with other schools. Prospective students are on the cutting edge of innovation and recruiters can't fall too far behind.

Ten years from now, how do you envision the landscape of marketing and recruiting in international education?

The future will allow much more interaction between prospective students seeking information and past students offering honest opinions about their experiences. Many schools choose specific ambassadors for communication with prospects, but very soon there will be independent Web sites where student experiences are candidly shared and schools are freely commented on. This Web site could become the single most valuable resource for prospects, and hopefully schools will encourage their students to participate.