Exploring Digital Communication Strategies for Global Talent Recruitment in Chinese Universities

• In Event: AERA Roundtable Session Wednesday 1:45 pm - Gold 1
  In Roundtable Session: Virtual Communication in Higher Education

Abstract

Chinese universities are actively working to globalize faculty recruitment; however, many still lack innovative, internet-based communication strategies. This study addresses the question: Which international channels and content formats best support Chinese universities' global talent recruitment? Using a mixed-methods design, the study analyzed 191 online job description texts from top global universities and survey 42 foreign faculty from Chinese top universities. Findings reveal significant cross-cultural differences in tone, structure, and transparency, and identify content preferences among international applicants. The study provides actionable insights to help Chinese universities design audience-centered, platform-specific recruitment content that enhances global visibility and appeal.

Authors

• Kexin Long, Shanghai Jiao Tong University

• Haroon Hakimi, Shanghai Jiao Tong University

• Xiaoqiao Zhang, Shanghai Jiao Tong University