East Midlands Development Agency

Supporting Increased International Student EmploymentEmployer Attitudes and Awareness Projects 2007 and 2008Nelson Blackley3rd July 2008

East Midlands Development Agency • Survey of employer attitudes to international students and graduates 2007 • International Students - Employers Awareness Project 2008 • Questions/discussion

East Midlands Development Agency • Support for Universities and Colleges in the East Midlands • International Student Recruitment • “The International Student Experience” • International Alumni linkages

Survey of employer attitudes to international students and graduates 2007 • Careers Services of the Universities of Derby, De Montfort, Leicester, Lincoln, Loughborough, Northampton, Nottingham, and Nottingham Trent. • Detailed online survey (using both quantitative and qualitative responses) from 42 companies in the region, and six follow-up telephone interviews.

Survey of employer attitudes to international students and graduates 2007 • Establish the awareness amongst employers of these schemes • Find out what employers believe to be the actual or potential benefits and barriers of employing international students • Gather employers’ recommendations concerning future activities which the careers services of the universities could carry out.

Survey of employer attitudes to international students and graduates 2007 • Varied: typically between a quarter and a third of employers claimed to have an understanding of them • For some specific schemes awareness was as little as 10%. • The telephone interviews revealed that there is confusion concerning the distinction between international and EU (EEA) students.

Recommendations concerning careers services activities directed at students • Activities with students should be longitudinal, beginning at their induction to their university courses and continuing throughout their studies. • Training should be targeted to enhance students’ cross-cultural employment skills, both linguistically and related to the culture of work.

Recommendations concerning careers services activities directed at students • Careers services need to prepare international students for the diversity of information channels used in recruitment, the corresponding language demands associated with them, and also the underlying HR practices which justify them. • Careers services need to work closely with other parts of their institutions.

Recommendations concerning careers services activities directed at employers • There is a need for awareness-raising activities in general – the biggest barrier is the lack of awareness of the schemes rather than any resistance to them. • The careers services should explore the dissemination of information, using web-based information channels and the provision of seminars workshops and other events where employers can meet students.

Recommendations concerning careers services activities directed at employers • The IGS scheme (or future equivalent schemes) should be publicised to clarify the work entitlement status of graduates. • Careers services should use case studies in order to close the gap between perceived difficulties and reported benefits.

International Students – Employer Awareness Project January – April 2008 • The production of digital brochure (CD-ROM) -an initial 10,000 batch • Prior to issuing the CD-ROM, an electronic direct mailer to 5000 known HR decision makers in East Midlands businesses • Announce the availability of the new CD-ROM and encourage them to request a copy

International Students – Employer Awareness Project 2008 • Two consecutive animated eDMs were sent to 5,200 named HR decision makers in East Midlands SMEs, on 18 February and 7 May. • These generated open rates of 38% and 27% respectively, against an average open rate of 24%, indicating a positive interest in the subject.

International Students – Employer Awareness Project 2008 • CD ROM Distributed amongst key stakeholders • University Careers Services. (each received 1000 copies) plus East Midlands Development Agency • 500 + copies retained for use in stage 2.

International Students – Employer Awareness Project 2008Stage 2 • 500 copies of the CD-ROM sent directly to known East Midlands HR professionals. representative coverage across geography and sector. • Followed up by a one to one telephone consultation, to establish • whether the CD-ROM has been used, • to encourage those who have not used the CD-ROM to do so • to assess the impact of the CD-ROM • to educate and objection handle.

International Students – Employer Awareness Project 2008Stage 2 • Press coverage has been low but effective, with a press release published in two local newspapers. • Of the 500 employers who received the CD-ROM, 211 were successfully contacted and 105 surveys were completed. • Positively, this equals a response rate of 49% against an expectation of 15%.

International Students – Employer Awareness Project 2008Stage 2 • Only 20% of businesses contacted had used the CD-ROM, highlighting the need for a follow-up telephone consultation. • Over half found the CD-ROM useful and to provide them with new information. 80% said the CDROM was easy to use. • 60% would like to receive similar updates in the future, and a significant majority prefer digital campaigns.

International Students – Employer Awareness Project 2008 Stage 2

International Students – Employer Awareness Project 2008Stage 2 • Most common barriers to recruiting international students is the fear of language difficulties and perceptions of time and paperwork involved. • Most businesses are motivated by issues that may affect their business either ethically, legally or commercially. • Many claim to have noticed positive effects on productivity and turnover after recruiting international talent.

International Students – Employer Awareness Project 2008 Stage 2

Thank you for listeningPhotography courtesy of Nottingham Trent Universityand De Montfort University. Leicester

East Midlands Development Agency