Do’s and Don’ts of International Recruiting

by Study in the U.S.A.

Do

• Find and stress your program’s “comparative advantage,” what differentiates it from others. Emphasize this feature at the top of your home page (lead with your best.)

• Keep copy brief, use short phrases and simple vocabulary.

• Photos: show campus, both U.S. and international students. Use professional quality photos, not amateur snapshots.

• Lead students to a uniform way of requesting information, preferably directing them to your Web site. There, use a form to streamline data.

• Develop an uncluttered layout, plenty of white space, easy-to-read type.

• Keep Web site screens short. Don’t force readers to scroll down more than 1½ screens of text.

• List your international students’ favorite fields of study. Mention your proximity to large cities, airport pick-up, housing and homestays, conditional admission arrangements.

• Spell out state names (“Colorado,” not “CO.”) Include “U.S.A.” in address.

• Colleges: refer to “university-level education” or “university degree.” (“College” means “high school” overseas.)

• Invest in accurate translation of materials.
  

Don’t

• Use long, complex sentences or idiomatic American slang. (“World of Opportunity” doesn’t translate well.)
  

• Limit maps to a single state. (Show your location relative to the entire United States, if possible.)

• Show students of only one ethnic group.
  

• Use time-dated information. (Say “Early June to mid-August,” not “June 5-Aug. 12, 2007.”)

• Use photos of classes on the grass, bare arms and feet, Greek letter sweatshirts, or food.

• Include 800-numbers or offers to accept collect calls.