Savanna Hoffman
International student recruitment is a competitive endeavour, with institutions worldwide vying for the enrolment of students from outside their home countries. In recent years, the UK has emerged as a desirable destination for international students, with its higher education sector experiencing stability, growth, and enduring appeal. However, the landscape of international student recruitment in the UK is constantly evolving, influenced by political, financial, and societal changes. This volatility in the international student market presents both challenges and opportunities for universities aiming to attract foreign students. To succeed in this dynamic environment, universities must adopt effective recruitment strategies that address the unique considerations of international students, such as career impact, institution reputation, and the overall student experience.
| Characteristics | Values |
|---|---|
| Top considerations for international students | Future career impact, reputation of the institution, and quality of learning and research |
| Influencers | University website, education agent, league tables or rankings, family |
| Marketing | Share the positive impact of the institution on a student's future career, earning potential of specific courses, and the reputation of the institution |
| Student happiness | How prepared students feel for their next step after graduation |
| Focus areas for universities | Strategic leadership and planning, marketing, recruitment, and admissions infrastructure and operations, financial resources, applicant support and engagement, academic and student support and engagement |
| Recruitment partnerships | Recruitment agents, pathway partnerships, transnational education programs, and progression articulations |
| Programme portfolio and academic facilities | Attractive and diverse program portfolio, aligned with global industry demands, and integrated with employability support and modern facilities |
| Reputation and ranking | Leverage the institution's ranking and reputation effectively in marketing efforts |
| Key to success | Identify and react to changing trends, strong foundations, and efficient internal processes and administrative systems |
| Student experience | On-campus and remote student experience, social and professional connections |
| Visa applications | There has been a decline in the number of visas granted to international students, possibly due to increased visa fees and health surcharge costs |
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What You'll Learn
- Focus on the impact of the university on students' future careers and employability
- Leverage the institution's ranking and reputation in marketing efforts
- Ensure the website and online experience are up to scratch
- Establish productive relationships with recruitment agents
- Offer academic, social, and language support tailored to international students' needs
Focus on the impact of the university on students' future careers and employability
International students are increasingly making career-focused study decisions. In 2018, the 'future career impact' of a degree surpassed 'institution reputation' as the top priority for international students choosing a university, according to a survey with 93% of respondents. Therefore, universities must focus on the impact of their courses on students' future careers and employability to attract international students.
Firstly, universities should ensure that their courses are relevant to global industry demands and integrated with employability support. This includes promoting work-based work-integrated learning (WIL) programmes, which connect students' work experience with classroom learning and future careers. Universities should also encourage students to take up internships and part-time employment to gain valuable work experience.
Secondly, universities should focus on career development learning (CDL), which helps students accumulate skills and knowledge and guides them in assessing their abilities in relation to their future careers. CDL provides students with valuable career advice and helps them optimise their employability.
Thirdly, universities should emphasise the earning potential of specific courses in their marketing campaigns. This is an important factor for international students and can help universities stand out from the competition.
Finally, universities should provide comprehensive visa and immigration assistance, as well as academic, social, and language support tailored to international students' needs. This includes cultural exchange programmes and dedicated career services. By offering a holistic package of support, universities can demonstrate their commitment to the future careers of international students.
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Leverage the institution's ranking and reputation in marketing efforts
When it comes to attracting international students, an institution's ranking and reputation are pivotal factors in students' decision-making. University rankings have gained prominence in the global race towards excellence, and they are designed to measure 'objective' changes in quality over time based on shared and standardised metrics. International students are more likely to be aware of and sensitive to rankings as they are the primary source of comparative information on higher education institutions.
Therefore, universities must leverage their ranking and reputation in their marketing efforts. This can be done by highlighting the university's prestige and recognition, as well as showcase any improvements in ranking positions. For example, universities can emphasise their academic standing, the pride associated with attending the institution, and any positive shifts in rankings.
Alumni can also play a crucial role in enhancing an institution's reputation and marketing efforts. Alumni who have had positive experiences can act as brand ambassadors by sharing testimonials, participating in recruitment events, and offering authentic insights to prospective students. This can increase enrolment rates, as students are more likely to trust the experiences and recommendations of alumni.
Additionally, universities should focus on addressing students' needs and ensuring a supportive and inclusive environment. This includes providing academic, social, and language support tailored to international students, such as cultural exchange programmes and dedicated career services. By meeting the needs of international students and creating a welcoming atmosphere, universities can boost their reputation and appeal to prospective students.
Furthermore, universities should invest in targeted market strategies and utilise digital marketing tools to reach key markets and international students effectively. This includes leveraging email and social media platforms to communicate with prospective students and provide them with relevant and up-to-date information about the institution. By utilising these marketing channels, universities can increase their visibility and engage with a wider audience.
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Ensure the website and online experience are up to scratch
The university website is a key factor influencing the decisions of international students. Therefore, it is essential to ensure that the website and online experience are up to scratch.
Firstly, the website should be accessible and inclusive. This means ensuring that it can be easily navigated and interacted with by all users, including those with visual, auditory, motor, speech, or cognitive impairments. For instance, individuals with visual impairments may require screen readers to access website content.
Next, the website should provide valuable information to prospective students. Content marketing, using a combination of video, photography, blog posts, articles, and other formats, can be employed to answer common questions and provide extra details that aid students in making their decisions. This content should be high-quality and tailored to the academic and personal aspirations of the target audience. It should also showcase the university's reputation and ranking, as well as highlight the future career impact of choosing your institution, which is a key consideration for international students.
Additionally, the website should offer a smooth and streamlined admissions process. This includes providing clear guidance on student visa procedures and keeping students updated on changing immigration laws and policies. A dedicated page on the website with important information for international students can be beneficial.
Furthermore, the website should be optimised for search engines (SEO) to ensure discoverability. Utilise SEO strategies and data-driven insights to optimise your website's content and marketing efforts, making them more targeted and effective in reaching international students.
Finally, the website should be regularly reviewed and updated. This involves monitoring key metrics such as page visits, engagement rates, and application submissions to refine and improve the website over time. This iterative process ensures that the website remains effective and relevant in the competitive landscape of international student recruitment.
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Establish productive relationships with recruitment agents
To establish productive relationships with recruitment agents, it is important to first understand the role they play in international student recruitment. Recruitment agents are individuals who are paid on a per capita basis to recruit international students for universities. They can help universities establish a local presence in strategic regions abroad and meet enrolment targets, often with limited budgets.
- Selective Vetting and Onboarding: It is crucial to thoroughly vet potential recruitment agents before establishing a relationship. This includes looking for certifications, such as AIRC certification, and having agents complete applications or questionnaires to assess their suitability and commitment.
- Strategic Planning: Universities should have a clear strategic plan that outlines the role of recruitment agents and how they fit into the overall international student recruitment strategy. This includes identifying specific regions or markets where agents can help establish a presence and understanding the unique qualities and goals of the university to ensure effective representation.
- Training and Support: Providing comprehensive training manuals and in-person training sessions, as well as ongoing support to recruitment agents can help ensure they are well-equipped to represent the university effectively. This includes keeping them informed about institutional goals and unique qualities, and any updates on school programs or policies to avoid misrepresenting the brand or conveying incorrect information to prospective students.
- Performance Assessment: Regularly assessing the students recruited by agents is essential for maintaining the quality of enrolments. This involves monitoring the productivity of agents, tracking their responsiveness, and evaluating the qualifications of student applications they send.
- Relationship Management: Building and maintaining strong relationships with recruitment agents requires resources and commitment. Universities should be prepared to invest time and effort into ongoing communication, follow-up, and managing commissions. It is important to selectively take on agents to ensure adequate resources are allocated to each relationship.
- Understanding Risks: While recruitment agents can provide benefits, there are also inherent risks to students and institutions. These risks include potential misrepresentations, incorrect information being conveyed to students, and a lack of control over the agent's level of effort or commitment. Universities should be aware of these risks and put measures in place to mitigate them.
By following these considerations, universities can establish productive relationships with recruitment agents, expanding their reach and enhancing their international student recruitment efforts.
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Offer academic, social, and language support tailored to international students' needs
International students bring valuable intellectual, cultural, and economic contributions to their host universities. To attract and retain international students, universities need to offer academic, social, and language support tailored to their needs. This support can take many forms, including cultural exchange programs, flexible payment options, and dedicated career services.
Cultural exchange programs can help international students feel more connected to the university community and facilitate their social adjustment. These programs can include organized social activities, cultural events, and mentorship opportunities with domestic students. Additionally, universities can provide language support to assist international students in developing their language skills and improving their proficiency in the language of instruction. This can be done through language classes, accent modification interventions, and language exchange programs where students can practice their conversational skills with native speakers.
Another aspect of supporting international students is offering flexible payment options. Tuition fees and living expenses can be a significant financial burden for international students, especially those coming from countries with weaker currencies. Universities can provide assistance by offering payment plans, scholarships, and financial aid packages specifically tailored to the needs of international students. This demonstrates a commitment to accessibility and can make a university more attractive to prospective international students.
Dedicated career services are also crucial for international students. Universities can help students navigate the unique challenges they may face when seeking employment in a new country. This includes providing resources on work visa requirements, career counselling that takes into consideration cross-cultural differences, and networking opportunities with potential employers who value international talent. By offering tailored career support, universities can enhance the future career impact that many international students seek when choosing an institution.
Furthermore, mental health support is essential for the well-being and academic success of international students. Adjusting to a new cultural and academic environment can be challenging, and universities should provide inclusive mental health services that take into account the diverse backgrounds and needs of international students. This can involve offering culturally sensitive approaches, comprehensive services, and faculty involvement to ensure that students feel supported and understood. By addressing the specific challenges related to acculturation and cultural adjustment, mental health professionals can promote coping strategies and resilience among 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. They also consider the university's website, education agents, and league tables or rankings.
Key strategies include marketing, recruitment, and admissions infrastructure and operations; financial resources; applicant support and engagement; academic and student support and engagement; recruitment partnerships; programme portfolio and academic facilities; and reputation and ranking.
Universities can establish productive relationships with recruitment agents and partners. They can also develop marketing campaigns that highlight the positive impact of the institution on students' future careers and employability. Additionally, they can utilise a CRM system to streamline communications and ensure prompt responses to student queries.
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