Attracting Global Students: Strategies For Uk Universities

International students bring value and create jobs, and UK universities are keen to attract more of them. However, the latest data shows that international student recruitment for September has been on a downward trend. In this competitive landscape, UK universities need to step up their marketing and recruitment strategies to attract international students. This involves understanding the motivations of students from different countries and tailoring their campaigns accordingly. For instance, students from China value learning, living, and support, while those from Germany prioritize campus safety and class size. A user-friendly website, timely communication, and creating an emotional connection with prospective students are also essential for UK universities to stand out.

Highlight the value of UK universities and their educational exports

Highlighting the value of UK universities and their educational exports is crucial to attracting international students. Firstly, it is essential to recognise the significant contribution of international students to the UK economy. International students bring in valuable income through tuition fees, and their presence also creates jobs and supports various industries. Therefore, it is in the UK's economic interest to attract international students, and this should be reflected in policies and marketing strategies.

To enhance the appeal of UK universities, it is vital to emphasise the quality of education and the opportunities for personal and professional growth. This includes showcasing the high standards of teaching, research capabilities, and access to resources that UK universities offer. The reputation of UK universities for producing impactful research and fostering innovative environments should be promoted. Additionally, highlighting the career prospects, employment opportunities, and strong alumni networks that UK universities offer can be attractive to international students seeking to enhance their employability and gain access to global networks.

Another aspect to highlight is the cultural experience and immersion that studying in the UK provides. International students often seek to experience new cultures, meet people from diverse backgrounds, and broaden their worldview. Showcasing the UK's rich cultural heritage, its vibrant cities, and the ease of travelling around the country can be enticing. Emphasising the social activities, faith provisions, and the opportunity to host friends can appeal to students who value these aspects.

Furthermore, it is essential to address financial considerations and showcase the value for money that UK universities offer. Discussing scholarships, bursaries, and affordable living expenses can be decisive factors for international students and their families. Providing clear information about the cost of living, part-time work opportunities, and financial support options can alleviate financial concerns and make the prospect of studying in the UK more accessible and appealing.

To effectively highlight the value of UK universities, it is essential to have a coordinated effort between universities, the government, and the private sector. Regularly reporting on the performance, improvements, and contributions of the higher education sector can help attract international students by providing transparency and building trust. This includes accurate tracking and benchmarking of key metrics to facilitate comparisons with competitor countries and identify areas for improvement.

Focus on priority countries and regions

The UK government has set out priority countries and regions in line with its ambition to increase the number of international students studying in the UK to 600,000 per year. These include China, Hong Kong, Vietnam, and Germany.

For students from China, learning, living, and support are at the top of their priority list. They also consider the host country's culture to be key to their decision-making. Therefore, campaigns that showcase the UK's culture and how easy it is to travel and enjoy it using the university as a base will be attractive to this student group.

Students from Hong Kong value the quality of graduate school, opportunities to manage research, and teach. Case studies of students from Hong Kong who have taught through their graduate programmes will be of real interest to this group.

Transportation is key for students from Vietnam, as it features twice in their top considerations – both between university locations and links to other places in the host country. Campaigns that feature the ease of travel will help attract this student group, as will information on living satisfaction, residences, and support options.

German students often consider campus safety when deciding where to study internationally. They also consider the campus surroundings, class sizes, access to personal tutors, and opportunities to study with people from other cultures. Campaigns that focus on these considerations and provide detailed information about specific academic content will be more likely to attract students from Germany.

To attract international students from these priority countries and regions, UK universities should focus on understanding the specific motivations and considerations of students from each country and tailoring their marketing and recruitment strategies accordingly. This may include highlighting the value of UK universities, consistently and regularly reporting on their educational exports, and providing timely and transparent responses to inquiries.

Showcase UK culture and ease of travel

The UK has a lot to offer international students, and promoting the country's culture and ease of travel can be an effective strategy to attract more students to UK universities. Here are some ways to showcase UK culture and ease of travel:

Highlight the Cultural Wealth of the UK

The UK has a rich cultural history and heritage that can be showcased to prospective international students. This includes promoting the country's diverse arts, music, literature, and theatre scenes. From Shakespeare to the Beatles, the UK has a long history of cultural influence globally. Promoting this cultural wealth can be attractive to international students interested in immersing themselves in a new culture and gaining a broader worldview.

Emphasize the Ease of Travel Within the UK

International students, especially those from countries like Vietnam, consider ease of travel as a key factor when choosing a study destination. Highlighting the efficient transportation system within the UK can be advantageous. Promote the accessibility and connectivity between different cities and towns, making it easy for students to explore the country during their studies. This includes advertising affordable travel options, such as student discounts on trains and buses, as well as the extensive network of roads and motorways.

Promote Cultural Events and Activities

The UK is home to numerous cultural events and activities throughout the year, such as music festivals, food festivals, and cultural exhibitions. Promoting these events can showcase the vibrant and diverse cultural life that international students can experience during their time in the UK. From the Edinburgh Festival to the Notting Hill Carnival, there are countless opportunities for students to immerse themselves in UK culture.

Provide Information on Campus Culture and Student Life

International students are often interested in understanding the campus culture and student life they can expect at UK universities. Providing insights into the social activities, clubs, societies, and support services available on campus can be attractive. Highlighting the diversity of the student body and the opportunities to engage with students from all over the world can be appealing to those seeking a culturally enriching experience.

Facilitate Cultural Exchange and Integration

UK universities can showcase their commitment to cultural exchange and integration by promoting initiatives that bring international and domestic students together. This could include cultural exchange programs, language learning opportunities, and social events that celebrate diverse cultures. By facilitating these exchanges, universities can create a welcoming environment that values and celebrates cultural diversity, making international students feel valued and supported.

Provide scholarships and affordable living expenses

Scholarships and affordable living expenses are decisive factors for international students and their families. Firstly, universities should consider offering scholarships and bursaries to international students. This could be in the form of merit-based scholarships, need-based scholarships, or scholarships for students from specific regions or countries. Additionally, universities could provide financial aid packages that include tuition waivers or discounts.

Secondly, it is important to recognise that living expenses are a significant concern for international students. Universities can help by providing affordable on-campus accommodation or by partnering with local housing providers to offer discounted rates for students. They could also provide resources and support to help students find part-time work to supplement their income. International students may also be concerned about the cost of social activities, so universities could offer free or discounted access to social activities and travel within the host country.

Thirdly, universities should ensure that their websites provide clear and accessible information about scholarships, bursaries, and other financial support options. This includes details of eligibility criteria, application processes, and deadlines. It is also beneficial to have efficient systems in place to provide timely responses to inquiries about financial matters, whether through email, social media, or live chat.

Finally, universities can showcase the value for money that their institution offers. This could include highlighting the quality of teaching and research opportunities, career support and prospects, and graduate outcomes. By demonstrating a strong return on investment, universities can attract international students who are concerned about financial considerations. Providing scholarships and affordable living expenses is a crucial aspect of attracting international students to UK universities, and by implementing these strategies, institutions can make their offer more appealing to prospective students.

Ensure a safe and secure campus

When it comes to attracting international students to UK universities, safety and security are paramount considerations. Here are some detailed strategies to ensure a safe and secure campus:

Foster a Culture of Safety and Awareness

Create a comprehensive safety programme that involves all stakeholders, including students, staff, and campus security. Implement regular safety workshops, seminars, and training sessions to raise awareness of potential risks and promote proactive behaviours. Encourage students to look out for each other, especially in social settings and during late-night study sessions or commutes.

Enhance Campus Security Measures

Invest in state-of-the-art security infrastructure, such as well-lit pathways, surveillance cameras, and access control systems. Ensure that security personnel are visible and easily accessible across the campus. Implement a robust key management system for restricted areas and provide students with easy-to-use mechanisms to report suspicious activities or incidents.

Offer Personal Safety Devices and Apps

Provide students with personal safety devices like panic buttons, whistles, or mobile apps with emergency features. These tools can help students feel empowered and quickly alert authorities in case of an emergency. Ensure that international students are aware of the local emergency response systems and provide them with relevant contact information.

Establish a Rapid Response Team

Create a dedicated team comprising security professionals, student representatives, and mental health experts who can swiftly respond to any safety or security concerns. This team should be trained to handle a range of scenarios, from minor incidents to more serious emergencies. They should also be equipped to provide emotional support and guidance to affected individuals.

Promote Cultural Sensitivity and Inclusion

Foster an inclusive and welcoming campus culture, celebrating the diversity that international students bring. Implement cultural sensitivity training for staff and students to prevent and address any instances of discrimination or harassment. Encourage open dialogue and provide platforms for international students to share their experiences and concerns, ensuring that their voices are heard and their perspectives are valued.

By implementing these measures, UK universities can create a safe and secure campus environment that reassures international students and their families, making the UK an attractive destination for their educational journey.

Frequently asked questions