Lori Meadows
The USA is one of the most sought-after study destinations worldwide, and US universities actively recruit international undergraduate students. International students bring many benefits to US institutions, and the number of international students enrolling in US higher education is on the rise. However, the competition for online students is fierce, and US institutions need to find their niche in the market. US universities use various recruitment strategies to attract international students, including international marketing, partnering with employers, and providing robust student support systems.
| Characteristics | Values |
|---|---|
| Number of international students in US Higher Ed system | On the rise |
| Year with a decrease in international students | 2020/21 |
| Reason for decrease | Covid-19 |
| Number of international students in 2021/22 | 948,519 |
| Percentage of international students in 2021/22 | 4.7% |
| Number of domestic undergraduate students in Fall 2021 | 15.44 million |
| Year-over-year change in domestic undergraduate students in Fall 2021 | -21% |
| Change in postsecondary student domestic enrollment from 2019 to 2021 | -4.9% |
| Top 5 source countries for international students in 2030 | India, China, Nigeria, South Korea, Vietnam |
| International student concerns | University applications, complex US immigration system, academic and career support |
| International student preferences | Early-action admissions, connecting early and often with universities |
| International student decision points | Academic quality of institution, majors offered, future job opportunities |
| Percentage of international students in STEMS majors | 25% |
| Strategies for US universities | Various |
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What You'll Learn
Benefits of recruiting international students
Recruiting international students is an essential task for many colleges in the US. The number of international students entering the US Higher Education system is on the rise, with a 3.8% increase in 2021/22. During the 2021/22 academic year, a total of 948,519 international students were enrolled, representing 4.7% of the total student population. This symbiotic relationship benefits both institutions and the student body.
Academic Benefits
International students commonly demonstrate a strong commitment to their studies and can help foster an environment of excellence. US institutions are known for their superb student experience and top-class degrees, which naturally attract ambitious students. This can create a challenging but enriching environment for domestic students.
Cultural Benefits
Having international students on campus helps to create a diverse landscape. Local students can learn from pluricultural perspectives, and international students can share the best of their cultures, enhancing academic life. Both domestic and international students can learn about different cultures, challenges, motivations, and new perspectives.
Institutional Benefits
International students can bring financial benefits to institutions, particularly those from emerging economies. With strained budgets and weakened endowments, colleges are keen to attract the brightest and most financially well-off international students. International students can also help universities expand their global reach and showcase their unique selling points.
Marketing Benefits
US universities can benefit from marketing their institutions to an international audience. Developing an international marketing strategy can yield fruitful results, and digital marketing is an economical and effective way to reach a wider audience. Universities can showcase their brand credentials and unique selling points to attract international students.
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Marketing strategies
Firstly, it is important to understand the motivations, expectations, and perceptions of the target market to relate to students authentically. International students face additional cultural, language, and logistical barriers when choosing a university. Therefore, marketing strategies should address these unique needs, such as providing language support and highlighting cultural adaptation programs. Highlighting successful international alumni in marketing materials and on university websites can also demonstrate the long-term value of the education offered and provide valuable insights for prospective students.
Secondly, digital marketing is essential for reaching a wider global audience. This includes having a strong online presence, with a mobile-friendly university website that loads quickly, even with slower internet connections. Additionally, universities can leverage recruitment partners and international educational agencies to create a pipeline of students from specific regions. These partners often have established networks and direct access to potential candidates actively seeking study opportunities abroad.
Thirdly, universities can increase their international visibility by creating international divisions on campuses and hiring representatives who can travel and host events to raise awareness of the university and its programs. Participating in education fairs, hosting virtual events, and conducting online webinars can also showcase the university's unique selling points and generate interest from international students.
Lastly, financial considerations play a role in marketing to international students. While finances may not be the primary motivating factor, universities can attract more international students by offering need-based financial aid, scholarships, and flexible programs.
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Overcoming barriers to enrolment
International students are an important source of revenue for US colleges and universities, and they also bring academic, cultural, and institutional benefits. However, several barriers may prevent international students from enrolling in US universities. These include financial and cultural factors, as well as concerns about visa policies and the political climate in the US.
To overcome these barriers, US universities can take several steps. Firstly, universities can establish policies with a concentrated recruitment focus. They can identify the top source countries for international students and develop targeted marketing strategies to reach students in these countries. This can include participating in education fairs, online webinars, and other events to increase their international visibility.
Another way to support international student enrollment is by increasing manpower for international student support. Universities can develop a holistic structure and international office configurations to address the various concerns that international students may have during the application process and throughout their time at the university.
Additionally, universities can partner with employers to provide career support for international students, including hosting career fairs, networking events, and on-campus interviews. This can help to make the transition to life in the US easier and more enjoyable for international students.
To ensure compliance with visa regulations, US universities must also become SEVP-certified by the US Department of Homeland Security. This certification requires universities to have a designated school official responsible for monitoring the compliance and situation of international students, including their enrollment, attendance, and grades.
By implementing these strategies, US universities can work towards overcoming barriers to enrollment for international undergraduate students and benefit from the academic, cultural, and financial contributions that these students bring.
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Employer partnerships
US universities are keen to recruit international undergraduate students, as they bring unique perspectives and experiences that enrich the student body. International students also contribute to the cultural diversity of the institution. However, not all colleges can freely accept international students due to national security reasons. To enrol international students, US colleges and universities must obtain SEVP certification from the US Department of Homeland Security (DHS).
US universities can partner with employers to facilitate the recruitment of international undergraduate students. These partnerships can involve hosting career fairs, networking events, and on-campus interviews with employers seeking to hire international talent.
Universities can also collaborate with organisations like INTO, which connects leading employers with top graduate talent. INTO's AI-powered model provides universities with insights to attract international students and supports them in reaching their academic potential.
Additionally, universities can develop partnerships with institutions in other countries, involving joint research, teaching initiatives, or student and faculty exchanges. These collaborations can enhance the international visibility of the university and create a diverse student population.
To support international undergraduate students in their career pursuits, universities can provide resources and guidance on obtaining work authorization in the US. International students can obtain temporary work authorization under specific circumstances, and universities can assist them in navigating the application process.
Universities can also establish relationships with employers who are willing to provide internships or full-time opportunities to international students. This may include helping students secure CPT (Curricular Practical Training) authorisation, which allows them to gain practical experience related to their field of study.
By partnering with employers and creating career development opportunities for international undergraduate students, US universities can enhance their appeal to prospective international students and foster a supportive environment for their academic and professional growth.
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Student support systems
International students in the US often face challenges due to financial and cultural factors, and the move can be a disruptive life-changing experience. Therefore, US universities have well-developed student support systems in place to make the transition and the overall experience of studying abroad as easy and enjoyable as possible.
Many universities have international student services offices (ISS) that provide campus support and resources to help with everything from visa issues and orientation to year-round activities. Prospective international students can reach out to the ISS office before applying or enrolling at the university. The ISS office can also help direct students to the appropriate campus resources for other requests. For instance, the ISSA team at Penn State helps students access cultural support and belonging initiatives and offerings in the university community.
Some universities also have international student advisers who are available by email, phone, or in person to help international students resolve any problems that come up. Common issues addressed by advisers include homesickness, culture shock, language difficulties, unfamiliar academic or grading systems, immigration, insurance, and health problems.
Additionally, universities may provide a welcome pack or guide specifically designed for international students, containing useful information about preparing for studying abroad and what to expect when they arrive. This guide may cover topics such as accommodation options, arranging medical insurance, tuition fee payments, visa requirements, budgeting for living expenses, part-time work, and advice on what to bring.
Other support services available to international students in US universities include writing centers, math support, and academic coaches. Writing centers assist students with writing, grammar, and spelling. Academic coaches help students put together strategies for success, such as navigating the campus, time management, and communicating with professors.
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Frequently asked questions
Yes, US universities actively seek to recruit international undergraduate students. The number of international students entering US higher education is on the rise, and institutions benefit from recruiting students from outside the country.
International students bring cultural and academic benefits to US universities. They also contribute to the growth of the institution, and the university can showcase its unique selling points to attract international students.
US universities use various marketing strategies, including international marketing, word-of-mouth, and social media campaigns. They also partner with employers, host networking events, and collaborate with agents and recruiters who specialise in connecting international students with universities.
International undergraduate students consider the academic quality of the institution and the majors offered. They also seek support throughout the recruitment process and during their time at the university, including help with navigating the US immigration system and career support.
