Savanna Hoffman
International students are a crucial part of the UK's higher education system, with over 750,000 overseas students enrolled in UK universities in 2022/23, comprising 26% of the total student population. However, the UK's ability to attract international students has been volatile, with a recent decline in enrolments attributed to various political and market factors. This has prompted UK universities to rethink their recruitment strategies and address challenges such as stagnant tuition fees, inflationary costs, and competition from other countries. To maintain their appeal to international students, UK universities need to focus on providing real-world career development opportunities, improving the admissions process, and ensuring a positive student experience.
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What You'll Learn
International student behaviour and expectations
International students' behaviour and expectations have evolved, and universities must adapt to remain competitive. The primary considerations for international students choosing a UK university are future career impact, the reputation of the institution, and the quality of learning and research. Marketing campaigns that highlight these aspects, including earning potential and the institution's reputation, are essential to attracting international students.
International students are increasingly making career-focused decisions, with 'future career impact' surpassing 'institution reputation' as the top priority for undergraduates and postgraduates since 2018. Universities can differentiate themselves by showcaseing how their programmes will positively impact students' future careers.
The recent emphasis on attracting students from China and India has helped institutions meet targets. However, over-dependence on specific regions is risky, as evident in the decline in study visas granted to Indian and Chinese nationals. Exploring new markets like Nigeria, Pakistan, and the US can reduce this risk.
International students' happiness has decreased by 11% since the introduction of COVID restrictions in the UK, which is 7% below the global average. Universities must address this by prioritising student satisfaction and improving the overall student experience.
To meet international students' expectations, universities should focus on providing excellent career development support. Only 52% of international students in the UK believe their institution satisfies their career support needs. By putting students' career advancement at the forefront, universities can enhance their reputation and offer a richer experience than competitors.
Additionally, it is worth noting that the UK has experienced fluctuations in international student numbers, with a significant increase between 2019 and 2022 followed by a subsequent decline. The UK's attractiveness as a study destination has been impacted by political and market factors, including visa restrictions and increased costs. The new government's positive messaging towards international students and its commitment to the Graduate route visa may contribute to a recovery in international student recruitment.
Overall, UK universities aiming to recruit international students must be mindful of long-term sustainability and avoid over-reliance on international enrolments. They should invest in partnerships and Transnational Education (TNE) programmes that offer flexibility to students. By balancing short-term financial gains with long-term global engagement, universities can avoid the perception of being solely profit-driven.
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Marketing campaigns and student testimonials
Marketing campaigns are carefully crafted to highlight the unique selling points of the university and the local area. This includes showcasing the university's academic excellence, research capabilities,
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Student visas and government policies
Government policies and measures have had a significant impact on international student recruitment. The previous government's focus on curbing net migration led to restrictions on dependent visas, increased visa and immigration costs, and uncertainty around the Graduate Route visa. These factors contributed to a decline in the attractiveness of the UK as a study destination. However, the new government has reaffirmed its commitment to the Graduate Route visa, with the Education Secretary, Bridget Phillipson, welcoming international students and valuing their contribution.
The UK's position as a top global destination for international students is also challenged by other English-speaking countries. Australia, Canada, New Zealand, and European countries offering courses in English are becoming more popular. Additionally, the Turing Scheme, which replaced the Erasmus+ programme, does not fund students coming to the UK, potentially impacting international student numbers.
To maintain its competitiveness, the UK government and universities must prioritise international student recruitment by stabilising and growing student numbers. This includes creating a positive environment for international students through supportive policies and visa processes, as well as enhancing the overall student experience.
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Financial gains and sustainability
International students have become a significant source of revenue for UK universities. In the academic year 2022/23, there were 758,855 overseas students studying at UK universities, constituting 26% of the total student population. International students pay significantly higher tuition fees than domestic students, and their enrolment has helped UK universities cope with stagnant domestic tuition fees, inflationary costs, and government funding cuts.
However, the recent decline in international enrolments has left universities struggling to fill the financial gap. This is partly due to the UK government's measures to curb net migration, including restrictions on dependant visas, increased visa and immigration costs, and a review of the Graduate Route visa, which has created uncertainty for international students. There has also been a decrease in the value of home student tuition income, down by over a third since 2012.
To maintain their financial gains, UK universities need to develop sustainable global recruitment strategies. This includes expanding into new markets, such as Nigeria, Pakistan, and the US, to reduce the risk of relying too heavily on a limited number of countries. Universities also need to improve their marketing and recruitment processes to ensure that they are responsive to the needs and enquiries of prospective international students.
Additionally, UK universities should focus on the career impact of their degrees, as this is the top consideration for international students when choosing a university. By investing in the future careers of their students and providing rich career development opportunities, universities can differentiate themselves from the competition and attract more international students.
Overall, while international students have brought significant financial gains to UK universities, the sustainability of this model is questionable. Universities need to develop long-term strategies that are not solely profit-driven and prioritise collaboration and student choice to remain attractive destinations for international students.
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Student experience and support
UK universities have been working to improve the student experience and support provided to international students. This is especially important given the recent decline in international enrolments, which has left universities facing financial strain.
International students are increasingly making career-focused study decisions. As such, universities should focus on developing marketing campaigns that highlight the positive impact of the institution and course on a student's future career. This includes sharing information on the earning potential of specific courses and the reputation of the institution.
Universities should also ensure that they are providing adequate career support to international students. This could include support with CV writing, interview skills, and presentation skills. By putting the advancement of students' career prospects at the heart of their offering, universities can create a competitive advantage for themselves.
Another key aspect of improving the student experience is ensuring that all enquiries from prospective students are responded to and that the responses are nurturing. A CRM system built specifically for higher education can help automate communications and ensure that no enquiry is missed.
Additionally, universities should work to create a positive environment for international students by shaping policies and working with partners to improve the overall student experience. This includes addressing concerns around student visas and the Graduate Route.
By investing in long-term, sustainable models and prioritising student choice, UK universities can build resilient frameworks that will help attract and support international students.
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Frequently asked questions
International students consider the future impact on their careers, the reputation of the institution, and the quality of learning and research on offer.
UK universities face financial strain from an over-reliance on international enrolments, stagnant domestic tuition fees, and inflationary costs. There is also growing competition from other countries, and the UK's attractiveness as a study destination has fallen due to political and market factors.
Universities should invest in long-term, sustainable models that are not solely profit-driven, such as forming partnerships and expanding Transnational Education (TNE) programmes. They should also focus on improving the student experience, providing better career support, and creating positive word-of-mouth and peer recommendations.
