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In this interview series, we share the stories of some of the passionate and dedicated experts who work in our teams here at IDP Connect. My Nguyen is the Senior Country Marketing Executive for Hotcourses Vietnam, one of our 30 local-language student-first websites that help prospective students navigate their higher education options.

My shares what she loves about her role and working in international higher education.

What is your role and how would you describe it in a sentence?

As a digital marketer for Hotcourses Vietnam, a member of Hotcourses International group, I collaborate with the Vietnamese content team to create engaging educational content and analyse data to optimize campaign performance and drive results.

What do you love most about your job?

What I love most about my job is the opportunity it gives me to grow my creativity, strategic thinking, and management skills while making a positive impact on thousands of people's lives. I am passionate about increasing website traffic and conversions for Hotcourses Vietnam, and I enjoy collaborating with the content team to create engaging educational content that helps students achieve their study abroad dreams.

What tips/ advice do you have for universities wanting to digitally engage with the prospective student market in Vietnam?

The key strategy for universities to digitally engage with the prospective student market in Vietnam is to localize their online branding presence. This can be achieved through:

- Making yourself approachable: Universities should localize their communications by using Vietnamese language and showing genuine interest in prospective students' unique cultural backgrounds. For example, they could highlight Vietnamese alumni success stories or offer webinars on topics relevant to Vietnamese students.

- Being accessible: Universities should make it easy for prospective students to contact them. This could include having a dedicated Vietnamese-language social media channel, or chat support.

- Being responsive: International students tend to have unique academic profiles and concerns that are not easily met with standard FAQs. That’s why it is crucial for universities to provide timely responses to Vietnamese students’ inquiries, big or small. This helps build trust and credibility with prospective students and positively impacts their decision-making process.

By implementing these strategies, universities can effectively connect with the prospective student market in Vietnam and showcase the value they offer to students from diverse backgrounds.

Why do you choose to work in the higher education sector?

Higher education plays a crucial role in shaping individuals and societies, as it equips students with the knowledge, skills, and critical thinking abilities necessary to navigate the complexities of the modern world. This not only enhances their personal growth but also empowers them to make meaningful contributions to their communities.

Whether through research, innovation, or community service, individuals with higher education can leverage their expertise to address societal challenges and drive positive change. As a digital marketer for Hotcourses Vietnam, I am excited about the opportunity to support students in their higher education journey, as I believe that education is the key to unlocking human potential and fostering a brighter future for all.

What makes IDP a great place to work?

At IDP, we believe in the transformative power of education and its ability to shape individuals and societies. I am proud to work for an organization that shares this belief and actively supports higher education. IDP is not only a responsible and caring organization for its employees, but also for the environment and society.

This commitment to education and social responsibility makes IDP a great place to work, as it aligns with my personal values and career goals. I am excited to contribute to IDP's mission of helping students achieve their educational aspirations and make a difference in their communities.

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Franki Clemens13 March 2024