Market power in higher education is often linked to the rankings of institutions and entry requirements, which are closely tied to market demand. However, regardless of the size of your institution or your role in student recruitment, retaining international students is always a key priority. The ultimate aim is to establish a strong brand for academic success and integrity, that quality students choose your institution effortlessly. Reaching this level requires a great deal of skill, planning, and strategic effort. Some, took centuries to achieve this level of success and now only accept top-notch students, boasting high-profile alumni on a global scale.
First Half
The first half of the year has passed, and for most HEIs, there is sufficient data to gauge the performance of the recruitment team and their affiliated agencies. In a few weeks to come, most Institutions will start to outline a marketing and recruitment budget for 2025 while reviewing the return on investment for the current year alongside their national and international collaborators. Those with a robust analysis team are already aware of the fate of their marketing investment and may be considering adjustments and new marketing models to preserve the admission funnel. The adage “change is inevitable” forms the foundation of successful marketing and recruitment plans.
Marketing Strategy
It’s widely recognized that an effective marketing strategy hinges on identifying the right channels and communication methods to engage the target audience. International students have access to a wide range of resources, including the Internet, printed materials, verbal recommendations, education agencies, and government resources, to guide their decision-making process. However, it’s evident that some students still struggle with selecting courses and understanding the career prospects associated with specific programs (Ringe 2006).
To help international education providers achieve their enrollment targets, establish and sustain a strong global education brand, several proven factors can be integrated into their marketing strategies or creatively adapted:
Quality over quantity
The concept that contacting a specific number of potential clients will inevitably result in conversions is flawed for several reasons. Primarily, it is not an efficient approach. Continuously dedicating a significant amount of time to contacting prospects who lack interest or resources to study at your institution is a consistent waste of time.
Additionally, focusing on pursuing endless new leads leaves less time to nurture and convert the students you’ve already acquired. Building meaningful, mutually beneficial relationships is a more sustainable strategy than solely aiming for high outreach numbers. Relying on a high volume of prospecting newsletters and messages every month in the hope that one will result in a lead limits the chances of successfully recruiting students and may even harm your institution’s reputation.50% of a recruiter’s time is spent on unproductive prospecting.
Rather than emphasizing high email and message volumes as key performance indicators, prioritize establishing connections with agencies and organizations that have a genuine motivation for collaborating with your institution. These partnerships prioritize quality over quantity.
Communication Quality
The significance of communication quality cannot be overstated for international students when engaging with the host university both before and post their arrival. Extensive research conducted by Allwood (2002) and Binsardi and Ekwulugo (2003) underscores the substantial impact of communication quality on the decision-making process of students opting to study abroad. This encompasses two primary channels of communication: online and offline.
Online Communication
In the realm of online communication, several methods emerge as pivotal in the application process:
- Feedback forms – employing feedback forms enables students to voice their concerns and queries, thereby significantly influencing their decisions when selecting their course of study.
- Webinars – webinars serve as invaluable platforms for prospective students to gain insight into the university’s facilities, ultimately bolstering their confidence in the institution’s commitment and credibility.
- Virtual fairs – the strategic coordination of virtual fairs in collaboration with various agencies and local school networks in target markets has been observed to significantly sway students in their choice of educational institutions.
- Social media – Harness the power of social media in your marketing and business development efforts. Don’t miss out on the incredible opportunities it offers. While many recruitment agencies are already active on platforms like LinkedIn and Twitter, the key is to strategically grow your visibility and build a trusted following.
Focus on the platforms where your target audience spends the most time. While LinkedIn is crucial, a more strategic approach to using various platforms can lead to a better return on your time. Instead of spreading yourself too thin, leverage a consistent and targeted approach. Different platforms serve different purposes. Use LinkedIn to grow a following and showcase your strengths for new business, demonstrate your company culture on Instagram, and engage with influencers on Twitter & Threads. By taking a strategic approach, you can maximize the impact of your social media presence.
- Website optimization – Optimizing a university website is essential for establishing the vital link between students and the institution. Before choosing a program, students typically use search engines to find information online. There are differing opinions on online communication, and universities should strive to provide comprehensive information to attract the attention of potential students.
Offline Communication
Offline communication often occurs when students arrive at the host university. However, One effective form of offline communication in the recruitment plans is face-to-face interaction, which takes place at education roadshows in students’ home countries. University representatives take full advantage of this opportunity to engage with students and positively impact their decision-making process.
Share your success
When it comes to attracting potential students, it’s essential to back up your pitch with compelling evidence. One effective strategy for International Higher education provision is to prioritize showcasing success stories. Rather than providing a general overview of your Institution, it’s important to offer prospects a clear outline of how your institution has supported other students in achieving their study goals. Utilizing Alumni data as a starting point can have a more significant impact than traditional sales pitches. Understanding where your target audience spends their time online is crucial for setting specific goals, and effectively communicate the value of your institution through Alumni testimonials.
Invest in Re-marketing
When it comes to attracting potential students to your institution, it’s important to consider the various stages they go through before making a decision. It often takes time, effort, and multiple interactions with your institution’s website before students and parents decide to pursue education at your institution. So, how can you ensure that your institution remains a prominent choice for these potential students as they progress along the conversion funnel?
Re-marketing, also known as retargeting, is a paid advertising strategy utilized on platforms such as Facebook, Instagram, and Google. It involves displaying targeted ads to individuals who have already visited your institution’s website. These individuals are already familiar with your institution and may have initially discovered your site while researching educational options or through referrals from agencies and alumni.
By implementing remarketing, you can effectively re-engage individuals who have shown interest in your institution, thereby increasing the likelihood of conversions. It serves as a means to prevent potential students from forgetting about your institution and instead reinforces your institution’s strengths and reasons why international students should choose you. Additionally, remarketing can be used to highlight specific programs or initiatives, ultimately driving students to your application portal. Web users who are retargeted are 70% more likely to convert compared to those who are exposedto regular advertising efforts. This statistic underscores the significant impact that remarketing can have on the decision-making process of potential students.
The key to successful remarketing lies in targeting an audience that is already aware of your institution and tailoring your messages to resonate with them. Instead of constantly reaching out to new audiences, this approach enables you to connect with individuals who have already shown interest in your institution, leading to a more favorable response. Remarketing is a powerful tool that allows you to maintain a strong presence in the minds of potential students as they navigate the decision-making process. By leveraging this strategy, you can effectively engage with individuals who are already familiar with your institution, ultimately increasing the likelihood of conversion and enrollment.
Collaborate with experienced agents
Are you working with agencies that may not fully understand the market you are targeting? If you have not read my previous article, “Ensuring a Proactive Approach while Choosing Education Agents”, I discussed the importance of selecting and managing education agents proactively. Here are some essential tips to help you make informed decisions when choosing agencies:
- Track Record Reputation
When selecting a recruitment agency, it’s crucial to prioritize its reputation and track record. An ideal agency would have a strong history of successfully assisting students in securing their preferred programs. Assessing the track record and reputation of a recruitment agency will enable you to find one that aligns with your needs and goals.
- Specialization and focus
When selecting a recruitment agency, it’s crucial to consider the range of services offered. Some agencies simply provide leads or process applications, but others offer tailored services such as marketing, quality control, conversion, visa counseling, and pre-departure briefing. Agencies that are highly specialized and focused are better equipped to identify and deliver the right candidates for your needs.
- Personalized approach
An exceptional recruitment agency takes a personalized approach to identify the ideal students for your institution. They thoroughly comprehend each student’s career objectives, academic achievements, and subject proficiencies to guarantee a seamless fit with your institution. Moreover, they provide unwavering support and guidance throughout the recruitment process, empowering you to gain comprehensive knowledge of the market and maximize your potential to attract top-tier students from the region.
- Strong Relationships with students
Understanding and connecting with students is crucial for the best recruitment agencies. This deep understanding allows them to match you with students who are not only a great fit for your institution and the host country, but who also align with your institution’s values and mission.
Conclusion
The process of student recruitment involves more than simply generating leads and applications. What we should aim for are effective systems and processes that can consistently and sustainably attract new international students. Achieving this goal requires careful planning, strategic thinking, and a long-term commitment to implementing a sound strategy.
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The Faculty Global 
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