Abstract
The spread of COVID‐19 has impacted every aspect of college and university operations — and life in general. As you look ahead, consider ways the pandemic could impact your current and potential international students so you can implement plans to address the challenges.
In a webinar hosted by the American Association of Collegiate Registrars and Admissions Officers in early March, Gavin Newton‐Tanzer, Co‐founder and President of Sunrise International; and David Weeks, Co‐founder and Chief Operating Officer, also of Sunrise International, discussed implications and made recommendations regarding international recruitment, especially of students from China, the country the virus was mostly impacting in early March when they spoke.
Once classes resume in China, administrators will have no incentive to take risks by allowing outsiders, including international recruiters, into schools, Weeks said.
Delays in graduations and college entrance exams could mean prospective or admitted students will not be able to provide final transcripts by deadlines. Weeks recommended accepting unofficial transcripts until the final ones are ready. Test‐optional or test‐flexible policies might also enable more students to meet criteria, given test cancellations, he added.
Also, be aware that visa appointments in some areas of China are not available for months. Students can use a private‐sector agent for about $300 to get visas processed, however, Weeks said.
Plus, the financial impacts in China and in other countries could mean families don't have the income they expected to pay for college. For example, in Italy, tourism, an industry shut down by the virus, accounts for 13% of the economy, Weeks said. Changes in families’ financial situations will impact current students as well. Tuition forbearance or late payment should be considered as options, Weeks said.
Consider communications options
While travel in person is not possible, your strategy to communicate with prospective or incoming students online is more important than ever, Newton‐Tanzer said. Because China blocks many social media sites commonly used in the United States, you'll need to get up to speed on Chinese sites. It's helpful to have student‐workers from China assist with that, he added. He recommended:
-
➤
Weibo. Donation campaigns related to COVID‐19 can engage people with your institution.
-
➤
Toutiao. This platform contains long‐form content.
-
➤
DouYin. This is China's version of TikTok. But it has evolved from funny videos to citizen journalism, Newton‐Tanzer said.
-
➤
Zhumu. This is a videoconferencing solution similar to Zoom, with a Mandarin interface. Users have to download it.
-
➤
VKaiJiang. This livestreaming tool is effective for information sessions.
Also consider embedding virtual reality campus tours in your social media posts, Newton‐Tanzer said. They are popular in China, he added.
Consider how to address economic impact of pandemic.
By Joan Hope, Ph.D., Editor
“What should I be doing when I really don't know what will happen next? What can I learn?” Those are questions higher education leaders should be asking over the next few months about the impacts of the COVID‐19 pandemic, said Larenda Mielke, Vice President, Higher Education, at Kaufman Hall.
“Right now, people are moving as fast as they can. Decisions are thrust upon them, and they need to make them,” Mielke said. For example, officials have needed to make decisions pretty quickly about refunds for athletics or other expenses. But in the summer, they will need to create models for how to adjust going forward, perhaps with the help of an organization that specializes in modeling. By around June, it will be time to assess the financial impact of decisions that were made quickly.
And with most classes going online very quickly, including for faculty members who have never taught online, professors and administrators should consider that when they review teaching evaluations, Mielke said. But by summer, leaders should focus on quality control and accreditation standards for online courses, Mielke said.
Where enrollment issues are concerned, officials need to focus on extra follow‐up with students who missed campus visits. For adult students, a huge opportunity exists, Mielke said. Many people are spending more time than usual on social media, so focusing on recruitment through those channels could attract them. The negative is that there's so much uncertainty that people might hesitate to make a commitment, Mielke said. They might take longer to make decisions, she added.
Higher education needs leaders more than managers, because leaders will provide a way through the crisis, Mielke said. The CEO Genome Study, a 10‐year study of the characteristics of leaders, is very meaningful to her. It outlines the four characteristics of good leaders:
1. Have the ability to make decisions. Sometimes you have to make decisions when you don't feel like you have enough data, but it's best to make a decision and adjust later rather than not decide, Mielke said.
2. Be agile. Communicate that changes might be needed.
3. Keep stakeholders in balance. Work on getting them what they need.
4. Deliver results. Leadership is needed now, through the summer, and into the fall, Mielke said.
Learn more about the CEO Genome Study at https://bit.ly/39d3uqn, https://ceogenome.com/, and https://bit.ly/33Ko0gV.