Organisation: Australian Catholic University (ACU)
Job Title: Student Recruitment Officer
Word Limit: 5 x Page Statement of Claims addressing 12 x points total
Location: Melbourne
Selection Criteria 1
Completion of a relevant degree; or completion of an associate diploma and at least 2 years’
experience in marketing and/or communications; or an equivalent combination of relevant
experience/ and or education/ training.
Possessing both a Bachelor of Business (majoring in Hospitality Management) and Masters of
International Business, I have specific training and associated experience in marketing and
communications. These skills have been applied in various capacities, most notably through the
targeted development and implementation of student engagement and recruitment strategies
within China. These strategies involved active liaison and consultation with lead sectors and key
contacts throughout South and West China, and were based on thorough research and analysis of
market data to maximise exposure of the University of Tasmania.
Additionally, I have experience determining market trends and changes, providing detailed market
intelligence reports and recommendations, as well as attending education forums and exhibitions
– presenting information on various courses, admissions processes and entry requirements. My in
depth knowledge of Chinese and Australian markets and business culture is complemented with
my years of experience working in hospitality both as full time Night Manager and Guest Service
Agent for high end hotels. Communication is critical in these environments, to ensure all guests
feel welcomed and valued – delivering an overall positive customer experience.
Selection Criteria 2
Strong organisational skills, the ability to prioritise multiple tasks and demonstrated high level
accuracy and attention to detail.
Exceptional organisational and coordination skills are a necessity as a Marketing Manager
representing the University of Tasmania in China. Responsible for delivering on recruitment
performance targets within China, I regularly prioritised a range of tasks and activities including:
preparing and presenting at education exhibitions and events,
undertaking research and preparing reports outlining recommendations for future targeted
marketing,
liaising with University representatives and agents, and
addressing ad hoc enquiries and coordinating travel arrangements throughout South and
West China.
Accuracy of information and attention to detail was a key factor in providing training, and also
presenting information and advice to prospective students, agents and other clients.
Further, as a Night Manager for a major hotel chain, I was charged with undertaking audits every
evening. On any given night a volume of up to $10,000 can be turned over in thousand of different
transactions. In auditing this, I calculated everything from parking fees through to food and
beverage costs and reservations. Attention to detail was critical, with the Hotels’ finance section
reviewing my work – for which I was always 100% accurate. In recognition of my skills in auditing, I
was often asked to undertake audits of two nearby sister hotels.
Selection Criteria 3
Well-developed verbal and written communication skills, with the ability to interact successfully
with a diverse range of people.
Successfully presenting information and materials to a broad range of audiences, I have very
strong verbal and written communication skills and have dealt with people from a diverse range of
backgrounds throughout my career.
Respect, adaptability and a desire to deliver excellence in outcomes are traits that I apply in any
interaction with others. A recent example occurred where a Chinese student was seeking to obtain
a scholarship and applying to enrol in a foundation course. Through processing paperwork I
became aware that the University had cancelled all scholarships for the foundation course. This
was without any prior notice and on discussion with other University faculty members I found that
even marketing were unaware of the change. The student was understandably angry and directly
impacted by this change. I immediately contacted university officers, the student and their
parents, the relevant agents and, by explaining what had occurred and through negotiation, was
able to organise agreement for the scholarships to continue until the end of the year. The
outcome was a success in that the student could enrol in the foundation course, the university was
able to make a formal announcement that scholarships would close at the end of the year, and
this prompted a higher than usual level of enrolment in the foundation course for that year. The
outcome also generated a positive perspective on the University’s reputation from agents and
other potential students.
Selection Criteria 4
Sound level of computer literacy, a good working knowledge of Microsoft Office and the use of
corporate systems / databases.
Possessing strong language skills, both English and Chinese (Mandarin), I am also highly competent
at working with the Microsoft Office suite (including Microsoft Word, Excel, Outlook, and
PowerPoint). Additionally, I have experience working with a range of other software and
databases including OPERA and RMS (both being hotel revenue management systems used for
recording financial transactions and auditing) and Room Master 2000 (a hotel reservation system).
I am able to rapidly develop proficiency in software and databases that were previously unknown
to me as demonstrated in my new role, where I have become proficient in their student
management system in less than three weeks. More recently I have just learned how to use a new
student management system in my new role as International Marketing officer in Ozford College,
Melbourne.
Selection Criteria 5
Ability to work autonomously as well as work as part of a geographically dispersed team.
With over two years experience working with geographically dispersed teams, I have
demonstrated capability at working autonomously as well as part of a team. Situated in China as
representative for the University of Tasmania, I worked closely with a range of faculty staff
throughout Australia and University representatives, agents and networks within China. I regularly
liaised with International Admissions, International Marketing and International Recruitment
sections of the University. Clear and open communication is a primary reason we were able to
work so effectively together in securing recruitments. By understanding each other’s roles and
how we all contributed to the University’s objectives and mission, we were able to utilise each
individual’s strengths, operating with complete trust in each other.
A very high level of autonomy was required in this role with the coordination of all of the research,
reports containing marketing recommendations, and implementation of marketing activities was
my sole responsibility. I also provided logistical and other support when University representatives
and officials visited China. My colleagues respected my skills and knowledge in relation to
assessments of market intelligence trends in China, accepting all the recommendations I made on
recruitment marketing activities within China throughout my time in that role.
Selection Criteria 6
Demonstrate a commitment to working in an environment of performance excellence, guided
by ACU’s Service Principles.
My work ethic and style aligns very closely to ACU’s Service Principles. Without understanding
how the activities you undertake align with the overall objectives and mission of your employer,
you cannot ensure any work you deliver will be consistent with those objectives, or work
collaboratively to achieve the larger strategic goal. This was particularly important in representing
the University of Tasmania in student recruitment activities, including presenting information to
large audiences, and liaising with University agents throughout China.
Working with a geographically dispersed team, the tenets of mutual respect, autonomy and
adaptability are fundamental to strong working relationships. Having responsibility for gathering
and analysing market data, I often provided recommendations on where to invest in marketing
activities – having to service the entire country meant targeted, effective and efficient marketing
activities were vital. Often I had to make a call on those areas that we should not be investing in
at that stage, in order to achieve overall objectives. I also worked with contractors engaged by the
University to provide social media services, maintaining oversight of their work and delivering key
messaging and social content. Similarly, there were occasions where, in assessing a potential
student’s application, I would need to advise them they did not meet eligibility criteria. This was
always done in a respectful and professional manner.
Working in concert with my counterparts, we were very successful in achieving business outcomes
with very positive feedback from all customers and clients. This is demonstrated in the regular
requests for me to present to audiences in China as well as my performance in the role exceeding
targets set by the University.
Selection Criteria 7
Demonstrate an awareness of the University’s Mission and Catholic ethos and demonstrate an
understanding of how this role serves the Mission.
The role of student recruitment officer involves carrying out marketing research and activities as
well as other administrative services in support of the local supervisor and larger marketing and
external relations activities. The primary focus is to act as a representative and ambassador for
the University, contributing towards greater market exposure and opportunity to recruit students.
I understand that the role sits within the Student Recruitment and External Relations unit under
the umbrella of the Marketing and External Relations portfolio. As such I would be actively
contributing marketing support to local campuses, building on (and in alignment with) the existing
brand of the University and positioning it as the preferred choice for prospective students,
corporate partners and the community more broadly.
I am passionate about ongoing personal development and the pursuit of knowledge is a key
component of this. I share this passion in meeting with, and encouraging students in a respectful
and professional manner, to pursue their dream careers. I am adept at identifying unique and
engaging ways to generate greater awareness and exposure for the University. I have experience
undertaking market investigations, preparing recommendations on communication and marketing
activities, and also implementing those in a range of forums to various audiences. Possessing a
diverse cultural background I am well placed to add value as a student recruitment officer within
your organisation.
Selection Criteria 8
Demonstrate commitment to cultural diversity and ethical practice principles, and demonstrate
knowledge of equal employment opportunity and workplace health and safety, appropriate to
the level of the appointment.
Being an Australian Citizen with a Chinese Heritage, I have an intimate knowledge of the
importance of cultural diversity and the opportunities this brings to a workplace. This is
demonstrated throughout my career, having roles that have directly placed me in environments
requiring sensitivity to different cultures and backgrounds of others. This includes roles as
International marketing officer at Ozford College in Melbourne, Marketing Manager in China for
the University of Tasmania and as Night Manager and Guest Service Agent at high-end hotels
throughout Australia.
Workplace Health and Safety is critical in any industry and I have received comprehensive training
on this in previous roles. As Night Manager, I was charged with being the primary responder to
any emergencies. Further, in representing the University of Tasmania, and most recently Ozford
University, I have an awareness of equal opportunity employment and workplace health and
safety more broadly through their respective policies and procedures.
Selection Criteria 9
Evidence of ability to work with children, and contribute to and protect their safety and
wellbeing. The successful applicant will be required to hold a valid working with children
clearance for the state or territory in which the position is located.
I have recently successfully obtained a blue card for working in Victoria. In the role of International
Marketing Office for Ozford College located in inner city Melbourne, I work within an environment
involving regular contact with younger adults and children. While I liaise with onshore and
offshore agents and support other team members, I also interview students wishing to enrol
against all eligibility criteria and assist them in obtaining relevant documentation. As such, I am
regularly placed in a position that requires an awareness of the safety, wellbeing and comfort of
the student in performing my role’s functions.
Selection Criteria 10
Current driver’s licence.
I possess a current drivers licence and have over 6 years of driving experience without receiving
any fines or demerit points.
Selection Criteria 11
A good understanding of the higher education environment.
Having previously worked within a university environment, as well as attending university for both
my Bachelor and Masters qualifications, I have a high level comprehension of the higher education
environment, including processes, procedures and policies that may be in place.
In my roles I have been responsible for clear and concise communication of information on
university and college environments to prospective students as well as existing agents and
networks. I have also employed market research techniques to ensure all marketing activities
were geared towards attracting prospective students in a cost effective manner. All
recommendations made by me to University of Tasmania faculties were approved and this led to
significant successes in recruitment within China.
Selection Criteria 12
Experience and/or understanding of student recruitment activities and experience in presenting
to large audiences.
Training and provision of educational awareness to potential students was critical to my role in
representing the University of Tasmania’s interests in China. I have delivered training to over 50
education agents on entry requirements and course details for the University of Tasmania,
represented the University in education related exhibitions and events in China and also
strengthened existing institutional relationships and created new partnerships. Recently, I was
able to negotiate a relaunch of a joint program with Shanghai Ocean University – re-establishing a
previous relationship that had gone astray.
As part of partnering with the Shanghai Ocean University, we are now contracting with a suite of
other China vocational schools to establish new long-term relationships. I was often asked to
present seminars, and would where possible bring along a University colleague from Hobart. Often
my presentations were given in large lecture halls to up to 500 students. I have received many
positive responses to these presentations and the participating schools regularly contacted me
directly to provide a presentation to their students.
Acting as an agent between the Chinese contacts and the University’s International Student
Recruitment team, I have represented the University’s’ interests across South and West China,
conducting market based assessments and preparing reports on how to further foster
relationships and promote student recruitment by the University from China. More recently as
International Marketing Officer for Ozford College, I have had the opportunity to obtain additional
awareness of recruitment activities targeting a slightly younger demographic.
