Webinar recap (9 November 2023): recruiting Chinese students, best practices and mistakes to avoid

About the webinar

On 9 November 2023, Dékuple China held an online webinar titled "Recruiting Chinese students: best practices to adopt and mistakes to avoid", from 11am to 12pm Europe time (5pm to 6pm China time).

It was aimed at recruitment and marketing teams at European universities and business schools preparing for the September 2024 intake, and was organised in three parts.

Speakers

• Benoît Raoult: then CEO of Dékuple China, now Global Business Director at Dékuple.
• Stana Hu: then consulting and strategy, digital marketing, at Dékuple China.

Titles are as they were at the time of the webinar in 2023.

Part 1: Trends in Chinese families' study-abroad decisions

The first part looked at trends in how Chinese students and their families decide to study abroad at bachelor's and master's level. The decision is usually made by students and parents together, and understanding what each of them cares about is the starting point for a recruitment strategy.

Part 2: Digital marketing strategy and the 2024 timeline

The second part covered digital marketing strategy for reaching Chinese students and a recommended timeline for the 2024 intake: which actions schools should start, and when, at each stage of the student's decision cycle.

The timeline framework was later set out month by month in our Chinese student recruitment cheat sheet.

Part 3: Social media best practice

The third part focused on social media, sharing best practice for engaging prospective students and parents on Chinese platforms, and common mistakes to avoid.

For which platforms and content to use at each recruitment stage, see How to attract Chinese students: planning every touchpoint with the recruitment funnel.