Let’s face it: international student recruitment can feel like spinning plates while juggling flaming torches. You need a solid strategy, a sprinkle of digital magic, and the ability to connect with students worldwide, all while keeping your sanity intact.
But don’t worry—help is at hand. As a bunch of marketers who have been in the education marketing trenches, we’ve gathered five strategies to boost your international student recruitment and elevate your university's global reputation. Ready? Let’s dive in.
Strategic higher education marketing: Speak their language (literally and figuratively)
You wouldn’t market fish and chips the same way in London as you would in Tokyo, right? The same logic applies to education marketing for international students. Students from different regions have unique preferences, and universities need to speak their language—culturally and, sometimes, literally.
A great international student recruitment strategy segments prospective students by region, academic interests, and online habits. In Southeast Asia? Social media reigns supreme, so think Facebook, Instagram, and even TikTok campaigns. In Europe? Emphasize the academic excellence of your programs. One size definitely does not fit all here. Make sure your campaigns feel like a tailored message, not spam from a generic inbox.
Consider incorporating these into your international student recruitment strategy
British Council, Global Perceptions 2023
SEO for universities: Make your online presence unmissable
If your website is stuck in 2010, it’s time for a glow-up. Your online presence is often the first point of contact for students looking to study abroad. So, if your university doesn’t show up in search results when someone Googles “best universities for international students,” you're practically invisible.
SEO might sound like wizardry, but it’s really just making sure students can find you online. Focus on optimizing for terms like higher education marketing and “top universities for international students.” And don’t forget: your site needs to look good on a phone, because no one’s scrolling through clunky pages on a desktop anymore. Fast, mobile-friendly, and packed with useful information—that’s the winning combo.
The Gen Z decision-making journey: How long they research before applying
Keystone 2023 State of Student Recruitment
Data-driven strategies: The crystal ball for recruitment
Data isn’t just for tech geeks—it’s a game-changer for education marketers. If you’re not using data to guide your international student recruitment strategy, you’re basically guessing.
Dig into your analytics and see where your traffic is coming from. Notice a spike in interest from Brazil or Nigeria? Maybe it’s time to double down on that market with a tailored campaign or regional events. If you’re sitting on piles of data about where your current students come from, use it. Predict trends, allocate resources wisely, and watch your recruitment numbers climb.
Get your international student recruitment insights here!
Virtual events: Show your best side (without the airfare)
Remember when you had to rely on expensive international travel and recruitment fairs to attract students? Those days are (mostly) over. Virtual open days, live Q&A sessions, and webinars are now the bread and butter of international student recruitment. They’re a low-cost way to reach students anywhere, without needing to leave your office.
But here’s the thing: don’t just slap together a Zoom call and call it a day. Make it engaging. Show off your campus, spotlight current international students, and let prospects experience what makes your university special. And hey, throw in a quirky fact or two—like the fact that your campus ducks are social media influencers. Trust me, those little details stick.
Do you know where we all go wrong?
They do.
In a 2023 survey spanning 195+ countries, students were asked how a university could improve its communication - based on the experience the student had.
The top 3 recommendations?
- Speed of response
- Quality of response
- Availability of information
Partnerships: It’s who you know
No university is an island. Building partnerships with international agencies and schools can help you tap into new pools of potential students. Think of local education agents as your boots on the ground—they know the market, they speak the language, and they can be a huge asset to your recruitment efforts.
And it’s not just agencies—consider partnerships with schools abroad. Exchange programs, articulation agreements, or even hosting overseas summer camps can open doors to students who might not have considered your university. Relationships matter, and in recruitment, they can make all the difference.
The case for student ambassadors in international student recruitment
Research conducted by Unibuddy in collaboration with institutional staff revealed that 85% of admissions professionals acknowledged the positive impact of student-to-student communication on engaging prospective students.
Gen Z students expressed the following preferences regarding when they would find it most beneficial to engage with other students:
- When they are narrowing down a list of schools to apply to
- When they are making a final decision
- At the research stage
- During the period between enrolment and orientation
- Writing applications
Basically, Gen Z wants the opportunity to talk to other students pretty much all the way through their decision-making about higher education.
When it came time to apply to schools, an impressive 65% of students applied to the universities where they were able to chat with a student ambassador.
- 67% engaged pre-application (Top of the funnel)
- 10% engaged post-application, but before the offer (Bottom of the funnel)
- 16% engaged once they had received an offer from the university (Bottom of the funnel)
The case for educational agents: Their view on the international student decision-making process
ICEF Agent Voice 2023
What we think: Be human, be smart, be engaging
Here’s the thing about international student recruitment: students don’t just want to know about your academic programs—they want to know what life will be like at your university. They want to connect with real people, not faceless marketing campaigns. So, add that human touch. Feature testimonials from current students, let your professors share a behind-the-scenes glimpse or even highlight the quirky traditions your campus has to offer.
International students bring diversity, vibrancy, and fresh perspectives to your campus. It’s worth the effort to develop a smart, effective international student recruitment strategy that reaches them where they are, speaks their language, and makes them feel like part of your community before they even set foot on campus.
And remember, you’ve got this! With a little humor, some smart marketing, and a strong digital presence, you’re well on your way to boosting those international student numbers.
Need more international student recruitment insights to boost your 2025 strategy? Get them here!
