International Students: Us University Recruitment Strategies Explored

International students are a valuable addition to US universities, enriching campuses both financially and culturally. However, US universities have faced challenges in recruiting international students in recent years, with a steep decline in Chinese students choosing to study in the US. This has led to a greater focus on recruiting students from other countries, such as India, and a shift towards more personalised recruitment strategies. US universities are also facing increasing competition from other countries, such as Canada and Australia, which offer more flexible visa processes and better employment prospects for graduates. Despite these challenges, international student recruitment in the US is still on an upward trend, with universities recognising the importance of adapting their strategies to attract international students.

The benefits of recruiting international students

International students bring a wide range of benefits to US universities. Firstly, they boost campus diversity, creating an environment where students can learn about different cultures and broaden their perspectives. This cultural exchange enriches the university experience, making it about more than just academic qualifications. It equips students with cultural awareness and a well-rounded worldview, which is especially valuable in today's globalized world.

Secondly, international students bring different viewpoints to the classroom, enhancing discussions and debates. This diversity of thought challenges domestic students' preconceptions and encourages them to think critically and consider alternative approaches. It also exposes them to how their subject is approached in other countries, broadening their understanding.

From a financial perspective, international students can provide a significant boost to university finances and the wider economy. They often pay higher tuition fees, sometimes up to 50% more than domestic students, and their living expenses, such as rent and socializing, contribute positively to the local and national economy. Additionally, international students can become powerful ambassadors for the university when they return to their home countries, promoting the institution and strengthening cultural links.

Furthermore, in an increasingly globalized economy, American students benefit from interacting with international students, gaining valuable cross-cultural experiences and improving their understanding of international issues. This prepares them for a diverse range of educational and career opportunities.

Lastly, with the American college-aged population growth slowing down, international students are crucial for maintaining full classrooms and thriving institutions. They help keep tuition revenue high and contribute to the overall success of colleges and universities.

Strategies for recruiting international students

Understand your target audience

First, understand your target audience. Identify the countries and regions you are targeting and ensure that your institution's leadership is on board with expanding opportunities in these nations. This can be achieved by having members of the senior administration visit the countries, meet with local high schools and universities, and develop potential partnerships.

Know your strengths

When presenting your institution to the international community, focus on your specific strengths. For example, you may have highly recognized degrees or niche programs that can be targeted towards small groups of international students. Showcase your graduation and employment rates for international students and highlight the percentage of your students who go on to graduate school.

Address safety concerns

Address the international community's concerns about safety and the availability of weapons in America. Present the facts about your campus and the surrounding city to build confidence that their children will live and study in a safe environment.

Utilize student ambassadors

Employ student ambassadors, both local and international, to share their experiences and showcase the dimensions of your institution that are difficult to articulate, such as extracurricular activities and campus life. Their perspectives will be more authentic and are more likely to resonate with prospective international students.

Optimize your website

Ensure that your website is optimized for international student recruitment. Provide the option to view your website in different languages, minimize the use of complex language and colloquialisms, and include more visual elements such as infographics and videos to explain important information. Make sure that your website is mobile-friendly, as students often prefer to access information on their mobile devices.

Offer career planning and academic consulting services

Provide unique services such as career planning and academic consulting to support international students in pursuing their educational and career goals. This demonstrates your institution's commitment to helping them succeed and can be a deciding factor for prospective students.

The decline in international student enrollment in US universities

There has been a notable decline in international student enrollment in US universities, with a particularly steep drop in the number of Chinese students, who constitute the largest share of international students in the country. This decline has been attributed to various factors, including the impact of the COVID-19 pandemic, geopolitical tensions, and the high cost of tuition and living expenses.

Impact of the COVID-19 Pandemic

The COVID-19 pandemic significantly influenced the decline in international student enrollment in US universities. Travel restrictions, particularly in China, hindered students' ability to enter the US. Additionally, pandemic-related concerns about safety and well-being may have contributed to students' reluctance to study abroad.

Geopolitical Tensions

Geopolitical tensions between the US and China have also played a role. The former Trump administration's actions, such as barring entry to Chinese citizens deemed security risks, created a perception that the US was unwelcoming to Chinese students. The recent strained relations between the two countries have further fueled worries among Chinese citizens about the safety of studying in the US.

High Costs of Tuition and Living Expenses

The cost of attending US universities, including tuition, insurance, housing, meals, and other expenses, is significantly higher than in other countries. This is a significant deterrent for international students, especially those from middle- and lower-income backgrounds. The average cost for an international student to attend an in-state public university in the US is $11,610 per year, and the cost of attending a private college has been steadily increasing over time.

Competition from Other Countries

Other countries, such as Britain, France, Canada, Australia, and Asian countries, are increasingly attracting international students with their competitive higher education offerings. Additionally, China's increased investment in its universities has led to a higher retention rate of Chinese students choosing to pursue their education domestically.

Impact on US Universities

The decline in international student enrollment has had financial implications for US universities, especially public universities, as international students often pay higher non-resident tuition rates. This has prompted universities to intensify their recruitment efforts in other countries and enhance their support services for international students to address concerns related to safety and mental health.

While there are some positive signs, such as an increase in applications from international students, the road to a full recovery in international enrollment remains uncertain. US universities need to address various challenges, including cost barriers and competition from other countries, to attract and retain international students in the future.

The competition for international students

International students are highly sought after by universities worldwide, and institutions are stepping up their game to attract them to their campuses. While the United States remains the most popular destination for international students, other countries are becoming more successful in recruiting these students. Universities in Britain, France, Canada, Australia, and Asia are intensifying the competition by offering attractive alternatives to students wishing to study abroad.

Factors Affecting Competition for International Students

Several factors contribute to the fierce competition for international students among universities:

• Country Image and Perceptions: The image and perception of the host country play a significant role in students' decisions. For instance, the former Trump administration's actions, such as barring entry to Chinese citizens deemed security risks, created a perception that the US does not welcome international students. Additionally, the recent strained geopolitical relations between the US and Chinese governments have led to concerns about safety among Chinese students and their families.
• Travel Restrictions: Strict travel restrictions related to COVID-19, especially in China, have hindered international student mobility. Even as the pandemic eases, the after-effects of these restrictions continue to impact student exchange.
• Cost of Education: American four-year colleges are known for their high tuition and fees, which can be a deterrent for international students. The cost of living, including expenses for insurance, housing, meals, and travel, is also generally higher in the US than in other countries.
• Focus on Specific Countries: US colleges have historically relied heavily on Chinese students, who account for the largest share of international students in the country. However, as China invests more in its universities, it retains more of its students, making it challenging for US institutions to find substitute populations of similar magnitude.
• Alternative Study Destinations: Other countries, such as India, are emerging as attractive alternatives for international students. These countries may offer more affordable education and a safer environment, influencing students' preferences.
• Student Competitions: International student competitions play a significant role in attracting students. Universities that offer opportunities for students to gain professional experience and showcase their talents on a global stage become more appealing. Examples include the Formula Student competition, the Tall Building Design Competition, and the Student Academy Awards.

Strategies for Success

To succeed in this competitive landscape, US universities must implement effective strategies:

• Direct, In-Person Recruitment: Moving beyond social media and online contacts, universities should invest in direct, in-person international recruitment efforts. Building personal connections with prospective students can make a significant difference.
• Address Safety Concerns: Universities need to actively address concerns about safety and violence in American society. Investing in mental health support, student services, and emergency funding for international students can help reassure prospective students and their families.
• Focus on a Diverse Range of Countries: Instead of relying heavily on a single country, such as China, US universities should diversify their recruitment efforts. By targeting a wider range of countries, they can increase their chances of attracting a larger number of international students.
• Highlight Unique Selling Points: US universities should emphasize the benefits and unique selling points of studying in the United States, such as academic flexibility, cultural diversity, and the opportunity to gain a globally recognized degree.
• Offer Competitive Scholarships: Providing competitive scholarships and financial aid packages can help offset the high cost of tuition and living expenses, making US universities more accessible to international students.

The challenges of recruiting international students

Recruiting international students comes with many benefits for universities, such as creating a culturally diverse campus, which is the perfect environment for students to live and learn in. However, recruiting students from overseas is not without its challenges. Here are some of the biggest challenges universities might face when it comes to recruiting international students.

Competition

The rise of online recruitment has broken down a lot of barriers, making it easier for smaller higher education institutions to enter the market. This gives students more choice but creates more competition when it comes to attracting them. With so many options to choose from, it is vital that universities make themselves stand out from the crowd.

Cost

International student recruitment campaigns can be expensive. With larger universities spending huge sums on their recruitment campaigns, smaller universities with tighter budgets may struggle to compete.

Global, political, and economic changes

Global challenges like the Covid-19 pandemic and geopolitical relations have caused problems for universities, including their ability to recruit international students. Even relatively small changes to immigration rules, economic downturns, and political upheaval can impact students studying abroad.

Financial concerns of students

The cost of studying overseas is one of the biggest hurdles students need to overcome. Financial aid and scholarships are among the most popular search terms for international students, indicating the importance of affordability.

Over-dependence on students from certain countries

In the US, Chinese students account for the largest share of international students, representing a bit more than a third of total international enrollment. A shift in their preference for where to study constitutes a real jolt to the US's traditional dominance in the international college student market.

Quality of education

As Americans appear to be losing some faith in the value of a college education, international skepticism about the quality of American colleges might be one unfortunate side-effect, with a "spillover" hesitancy about the worth of US higher education.

Frequently asked questions