U.S. Journal of Academics
  usjournal.communique: eRecruitment Trends and Techniques
October 2006 
The 86% Solution

In the next few weeks, C.E.O. Cheryl Darrup-Boychuck will present eRecruitment: A Dynamic S.W.O.T. Analysis sessions at NAFSA Regional Conferences (see schedule below). One of the facts, which can be seen as both a Weakness and an Opportunity, is that five-sixths of the world's population does not have regular online Internet access.

In a new book entitled The 86% Solution, authors Vijay Mahajan and Kamini Banga cite a similar figure that estimates the number of people living in countries with per capita gross national product of less than $10,000. Of the world's six billion-plus inhabitants, only 14% live in countries where this measure is more than $10,000. For a brief book review:

So, where does U.S. higher education (and your institution in particular) fit into this picture? Most U.S. campuses, like most global businesses, focus nearly all their efforts on selling to the wealthiest 14% of the world's population. But these markets are oversaturated, overcompetitive, and declining. Today's global players (in the public and private sectors) can no longer afford to not pay attention to emerging economies.

Regardless of where we pin-point our own bullseye within the pie chart, we'll need to get creative. If we're targeting the crowded 14% piece, then we need more effective filtering mechanisms, like a secure way to verify prospective students' / sponsors' funds online, early in the admissions process. If we're targeting the 86% piece, then we'll have to learn much more about initiatives such as One Laptop per Child: Contact to continue the conversation...

We hope you'll join us for eRecruitment: A Dynamic S.W.O.T. Analysis at the following NAFSA Regional Conferences:

  • Region X: Rochester, NY; Tuesday, 7 November at 1:45 p.m.
  • Region II: Kansas City; Wednesday, 8 November at 9 a.m.
  • Region VIII: Washington, DC; Friday, 10 November at 9 a.m.
  • Region IV: St. Louis; Tuesday, 14 November at 8:30 a.m.

Contact if you would like to schedule an appointment during any of those conferences.

U.S. Education Fair Schedule: Help us build the most comprehensive listing of promotional events around the world. Please review and write to if you'd like to suggest any additions.

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a2 International Education Fairs: Contact Serena Olmezoglu, or

  • 4 - 8 Nov 2006: Istanbul, Ankara, Izmir (Turkey)
  • 11 - 12 Nov 2006: Almaty (Kazakhstan)
  • 11 - 15 Apr 2007: Izmir, Ankara, Istanbul (Turkey)
  • 27 - 28 Apr 2007: Casablanca (Morocco)

* 10 percent Early Bird Discount if you sign up for any 2007 events by December 15th.
* a2 Fairs: 15 years of education counseling; 5 years of student recruitment fairs; 215 institutions from 24 countries have attended a2 Fairs. Join us!

The ICEF Berlin Workshop: Contact Harald Kreiner, tel +49 (0) 228 201 1946, or

  • 5 - 7 Nov 2006, Hotel InterContinental, Berlin (Germany)
  • More than 700 education agents from 80 countries worldwide (1,200 event participants)

The ICEF Americas Workshop: Contact Harald Kreiner, tel +49 (0) 228 201 1946, or

  • 3 - 5 Dec 2006, Ritz-Carlton Key Biscayne, Miami (USA)
  • More than 200 education agents from around the world (special focus on Latin America)

5th Washington International Education Conference: Contact or

  • 22 - 23 Jan 2007: Washington, D.C.
  • Network with Washington-based government agencies, and gain practical insight on marketing and global student mobility
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