Recruiting International Students: Strategies For University Admissions

International student recruitment is a highly competitive endeavour, with universities vying for a limited pool of students. The UK, for instance, has seen a recent decline in its attractiveness as a study destination, with study visas granted to Chinese nationals decreasing for two consecutive years. However, the country still welcomed over 600,000 international students in 2020/21, showcasing the enduring appeal of its higher education sector. To recruit international students effectively, universities must employ strategic leadership, efficient processes, targeted marketing, and comprehensive support for applicants and enrolled students. They must also adapt to changing trends, such as the increasing importance of future career impact in students' decision-making, and leverage their online presence and alumni networks. Additionally, universities can benefit from participating in student recruitment tours and fairs to build relationships with students and counsellors from various regions.

Marketing campaigns that emphasise the positive impact on future careers

International student recruitment is highly competitive, with numerous institutions vying for the same candidates. Therefore, it is crucial to create marketing campaigns that emphasise the positive impact of attending a particular university on a student's future career. Here are some ways to do this:

Firstly, focus on the university's website, ensuring it provides easily accessible key messages and resources. This is crucial, as Tribal's 2021 Global Student Experience report found that nearly half of international students considered the university's website a key influencer in their decision-making process. The website should showcase the campus, providing information on relocation, the cost of living, history, heritage, and food and drink options. This gives prospective students a well-rounded idea of what to expect.

Secondly, develop marketing campaigns that highlight the positive impact of the university and the chosen field of study on a student's future career. Include statistics on the earning potential of specific courses and the institution's reputation. Showcase alumni success stories, emphasising how the university equipped them for their careers. According to Tribal's Financial Benchmarking Data, institutions that invest in such marketing campaigns differentiating themselves from the competition.

Thirdly, recognise the importance of student testimonials and word-of-mouth recommendations. Positive testimonials about application, enrolment, and admissions processes can reassure prospective students. Additionally, highlighting the social and professional connections made by current students can be enticing. International students are particularly interested in universities that offer opportunities to connect with peers from diverse backgrounds.

Lastly, it is essential to acknowledge the impact of geopolitical factors and changing student behaviour. Tailor your marketing campaigns to address these shifts and remain adaptable. For instance, the University of Leeds in the UK has boosted its international brand by partnering with the Worldwide Universities Network, a conglomerate of 23 universities collaborating on research and degree programs. Such strategic alliances can enhance your institution's global appeal.

By implementing these strategies, universities can effectively showcase the potential benefits of attending their institution on future careers, making their marketing campaigns more appealing to international students.

The on-campus and remote student experience

International student recruitment is highly competitive, with institutions worldwide vying for students. The pandemic has also affected international students, with border closures and travel restrictions impacting their ability to study abroad. However, despite these challenges, the UK welcomed over 600,000 international students in 2020/21, showcasing the enduring appeal of its higher education sector.

When it comes to the on-campus and remote student experience, this should be a key focus of any international student recruitment strategy. It is an opportunity to engage students from diverse cultural backgrounds and showcase the host university's unique culture and history.

Firstly, it is essential to highlight the social and professional connections that can be fostered through on-campus experiences. This includes promoting a sense of community and belonging, as well as providing opportunities for students to interact and build relationships with peers from their own and other countries. This might include cultural exchange events, social clubs, and collaborative learning spaces.

Secondly, the remote student experience should also be celebrated and promoted positively. With many students still opting for or requiring remote learning, universities should showcase their ability to provide an engaging and interactive remote learning environment. This could include utilising video conferencing and virtual collaboration tools, as well as providing access to online resources and support services.

Additionally, the impact of the on-campus and remote experiences on future careers should be emphasised. For instance, highlighting how the university supports students in developing cultural agility and global citizenship skills through their time on campus or via remote interactions.

Lastly, the use of international alumni case studies and student testimonials can be powerful in promoting both the on-campus and remote student experiences. By sharing stories and experiences, prospective students can gain insights into what to expect and feel more confident in their decision to apply.

Strategic leadership and planning

A crucial aspect of strategic planning is the allocation of financial resources. Successful institutions demonstrate a strategic allocation of funds for international student recruitment, understanding the return on investment and preparing contingency plans for financial fluctuations. This financial commitment is vital for developing effective marketing campaigns, particularly in the increasingly competitive global market for international students.

Marketing campaigns should focus on the value that the university provides for future careers and employability, addressing the primary concern of international students when selecting a university. Highlighting the earning potential of specific courses and the institution's reputation can help differentiate your university. Additionally, integrating a CRM (Customer Relationship Management) system can enhance your marketing and communication efforts, ensuring that prospective students' queries receive prompt responses.

International recruitment partnerships can also expand your reach and enhance your recruitment efforts. Organisations like CIS (Council of International Schools) provide valuable platforms, such as student recruitment tours and online matching platforms, to connect universities with well-matched international students. Building relationships with counsellors and schools in different regions, such as the Middle East and Asia, can help establish a strong global network for student recruitment.

Recruitment partnerships

International student recruitment is highly competitive, with a global market of institutions vying for students. Universities need to adapt and innovate to succeed in this challenging landscape. One key strategy is to establish productive relationships with recruitment agents, pathway partners, and transnational education programmes. These partnerships are essential for expanding the university's reach and enhancing its recruitment efforts.

Universities should also consider joining student recruitment tours, such as those offered by Wren International, which provide quality interactions with undergraduate students seeking international higher education opportunities. CIS, for example, has 177 member schools in the Middle East, 73 in Latin America, and over 396 in Asia, and can help universities build long-lasting relationships with counsellors and students. These tours and partnerships can give universities a competitive edge and help them differentiate themselves in mature markets like Asia.

Additionally, universities should focus on their online presence and utilise CRM systems. The university's website is a key influencer in the decision-making process for international students, so ensuring that key messages and resources are easily accessible is crucial. A CRM system can help attract, track, and recruit students, as well as automate communications, ensuring prompt responses to student queries.

Finally, universities should not underestimate the power of word-of-mouth and peer recommendations. Student testimonials about positive online applications, enrolment, and admissions experiences can help put prospective international students at ease and encourage their applications.

Applicant support and engagement

Streamlined Enquiry and Application Processes

Make it easy for prospective international students to find the information they need and apply to your university. Review and improve your application process regularly to ensure it is user-friendly and efficient. Remove unnecessary steps or complexities that may deter applicants. Ensure your website is up-to-date, easily navigable, and optimised for mobile devices, as many international students will be accessing it remotely.

Competitive Financial Aid and Scholarships

Offer attractive financial aid packages and scholarships specifically for international students. This can be a deciding factor for many applicants and help your university stand out from the competition. Clearly communicate the availability and eligibility criteria for these opportunities.

Transparent Tuition Fee Structures

Be transparent about your tuition fees and provide clear information on associated costs, such as accommodation, living expenses, and other mandatory fees. Many international students rely on fixed budgets, and unexpected costs can be a deterrent. Consider offering flexible payment options to accommodate different financial situations.

Comprehensive Visa and Immigration Assistance

Provide comprehensive support and guidance on visa and immigration processes. This includes sharing accurate and up-to-date information on your website and offering personalised assistance to applicants. Given the complexities of international student visas, this support can be a significant factor in an applicant's decision-making process.

Academic, Social, and Language Support

Offer a range of support services tailored to the unique needs of international students. This includes academic support, such as tutoring or mentoring programmes, and social support to help students integrate into the university community. Additionally, recognise that language barriers may exist and provide language support, such as English language courses or workshops, to ensure students can succeed academically and socially.

Cultural Exchange Programmes

Encourage cultural exchange and integration by organising events, workshops, or programmes that celebrate diverse cultures. These initiatives can help international students feel welcomed and valued while also enriching the experiences of domestic students.

By implementing these strategies, your university can effectively support and engage international applicants throughout their decision-making and enrolment journey.

Frequently asked questions