About the Episode
About the Episode:
In this insightful conversation, Dustin speaks with Kat Liendgens, CEO of Hannon Hill, about the unique challenges international students face when navigating university websites and how institutions can enhance their online presence to attract and support global learners. Kat shares her personal experience as an international student, discusses the evolving role of marketing and IT in higher ed, and highlights key strategies for improving website usability. This episode is packed with practical tips on how universities can reduce friction for international students and create an inclusive, personalized digital experience.
Key Takeaways
- Empathy-Driven Websites: Make university websites more intuitive for international students by simplifying language and emphasizing clear, accessible information.
- Personalized Engagement: Utilize content personalization to show relevant information based on the visitor's country, and connect prospective students with current students or staff from similar backgrounds.
- Cultural Sensitivity: Address cultural and academic differences proactively, providing resources to help international students adapt smoothly.
- Ongoing Support: Beyond recruitment, prioritize ongoing support for international students through tailored orientations, peer mentoring, and culturally enriching campus events.
- Leverage Data and Technology: Use data on student interactions and search terms to streamline website experiences and enhance search functions, minimizing content maze issues.
Episode Summary
What Role Does Hannon Hill Play in Higher Education?
Kat Liendgens begins by discussing her role as CEO of Hannon Hill, a web content management provider specializing in higher education. Hannon Hill’s Cascade CMS empowers institutions to maintain streamlined, compliant websites that balance contributions from various university stakeholders without overwhelming visitors. With a user-friendly focus, Cascade CMS enables non-technical users to produce impactful, cohesive digital experiences.
Reflecting on industry evolution, Kat notes how marketing, rather than IT, now largely drives website strategy, emphasizing the need for marketing-centered site management to attract and engage prospective students effectively.
What Barriers Do International Students Face in the Enrollment Process?
Kat emphasizes that international students face significant hurdles, both logistical and cultural. Many universities underestimate the economic and educational impact of this demographic—international students contributed over $40 billion to the U.S. economy last academic year alone. Beyond economics, these students enrich campuses with global perspectives, better preparing all students for an interconnected world.
From navigating unfamiliar application processes to confronting cultural differences in academic settings, international students often struggle with basic elements, such as understanding terms like “bursar” or adapting to multiple-choice exams. Website navigation also proves challenging, with many institutions inadvertently leading students through content “mazes.” Kat highlights how a tailored, empathetic approach can increase conversion rates by up to 30%.
How Can Universities Make Their Websites More Welcoming for International Students?
Creating a website that actively supports international student needs can vastly improve recruitment efforts. Kat suggests employing personalization engines to adapt content based on the visitor’s location, enabling international students to see relevant content without searching through unrelated sections. She also advocates for simplifying language and offering translations, so students don’t need external help to understand key information.
Kat proposes including success stories of current international students and fostering connections with international alumni, providing prospective students with a tangible support network. Furthermore, incorporating user data—like geolocation and past searches—can help customize site experiences without relying on complex search functions, which can often hinder rather than help international users.
What Mindset Should Higher Education Leaders Adopt When Approaching International Recruitment?
Kat advises higher education leaders to approach international recruitment with a dual focus on people and technology. She encourages universities to leverage the experiences of current international students and staff, incorporating their insights into marketing and onboarding strategies. Institutions should aim to support international students beyond admission, establishing orientation programs, peer mentorships, and cultural events to foster a sense of belonging.
The ultimate goal is to create empathetic, accessible digital experiences for students worldwide, conveying that the university genuinely understands their journey and is equipped to guide them through it. Kat emphasizes that these students, once well-supported, often become invaluable ambassadors for the institution, sharing their positive experiences and encouraging others to follow in their footsteps.
About the Show: The Higher Ed Geek Podcast explores the impact of edtech on the student experience by speaking with diverse leaders from institutions, companies, and nonprofit organizations. Each week we aim to provide an engaging, fun, and relevant dose of professional development that honors the wide range of work happening all across the higher ed ecosystem. Come geek out with us! The Higher Ed Geek Podcast is hosted by Dustin Ramsdell and is a proud member of the Enrollify Podcast Network.
Connect With Our Host:
Dustin Ramsdell
https://twitter.com/HigherEd_Geek
About The Enrollify Podcast Network:
The Higher Ed Geek is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Generation AI and I Wanna Work There.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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