In an effort to further its mission of global engagement, President Shirley Mullen, along with vice president of admissions, Eric Currie, and vice president of alumni relations, Dan Noyes, embarked on a two-week tour through the People’s Republic of China this past summer. Houghton College currently has preparations underway to increase its presence in Asia, with special focus on China, intending both to increase enrollment of Chinese students and to establish potential study abroad programs and internships for current and future Houghton students. Explaining the college’s rationale for focusing on the area, Mullen said, “I began to realize that both in our recruitment of international students and also in the parts of the world that Houghton grads were most engaged in, we really were doing very little in Asia.”
Initial efforts toward recruitment, though small, were made about a year ago after Houghton partnered with Zinch, an American website which allows prospective college students to browse a database of profiles of American universities and colleges by entering certain credentials. By having Zinch profile the college as part of a weekly spotlight, Chinese Zinch users have also been introduced to the school. Currie says that the college’s partnership with Zinch has worked out well. “We’ve resourced students out of there. Actually, a student here right now came through our Zinch contacts.”
However, faculty and staff involved in the recruitment initiative emphasize that their main strategy is a long-term one with a focus on forging relationships with Chinese schools. Initially considering working with intermediary recruitment agencies, the college decided to pursue other avenues, opting for a more direct and personal approach. “We’re trying to do something more creative than the agent system, and something that is more organic, more systematized, more on the ground, rather than the agent system, where basically institutions pay agents a certain fee for recruiting a Chinese student,” she said. She expressed concern with many of the tactics employed by the agencies. “As I began listening to the ways that a lot of recruitment in China was happening, I began to think, ‘Good grief, there’s going to be a huge reaction to this someday because it just seems so much more sensitive to what to American schools want out of this than what the Chinese people might want out of it.” Another concern was the ability of incoming Chinese students to adapt well to an educational experience in the U.S., something often unaccounted for by agent groups. “These young people sometimes just get sent over by agents and they are left to sink or swim,” Noyes added.
Other possibilities, mostly for Houghton students, have been explored through alumni contacts in China, amongst whom a network has already been developed. “The alumni connections are so strong, going all the way back to the ‘50s and ‘60s, that there’s a real benefit,” said Noyes.
The majority of Chinese alumni being based in Hong Kong, the college is leaning towards initial programs in the area. “We’d like to start with a student or two who are interested in doing an internship in Hong Kong. It would most likely be a business student at this point because of the connections they have,” Noyes said, naming one contact who runs trade shows for a German company in the city and another alum who works for an IT company as two contacts among many. Although initial programs are hoped to be established in Hong Kong, Mainland China is also a possibility. Said Noyes, “Hong Kong is more like low-hanging fruit for us. We have more of an alumni presence there, we have some potential partners there, so it would make some sense to begin there… but as we uncover more, then I think we could also expand to some different places as well.”
In addition to potential expansion to other areas in China, programs for larger groups also remain a possibility. “We’d love to explore a Mayterm there,” said Noyes, “but it takes a little while to build these relationships.”
Those involved in the project are quick to stress that this initiative is still very much a work in progress. “By December or January I will know where we really stand in those two particular areas I’m looking at,” stated Currie. “I would say we would have it moving forward in its strongest development by spring.”
