As the world becomes increasingly connected and globalised, universities worldwide can and do compete to attract students. These students bring diversity and unique perspectives to campus and are a significant source of revenue to both the institution and the broader economy, helping to raise the profile and strengthen the reputation. However, with so many options available, it can be difficult for universities to stand out and attract their attention.
Key facts*:
- In 2021-22 679,970 international students were studying in the UK.
- 11.67% were from the EU, and 82.33% were non-EU.
- On average, 16.7% of full-time students taking a first degree were not from the UK
As part of our work on the International Student Barometer (ISB), we found that several important factors affect and influence which university an international student might choose.
Based on what we know about how students and young adults think and behave (in relation to their choice of university), we have highlighted some practical strategies you can use to attract them in a quick-and-easy-to-read guide.
1. Create a Strong Online Presence
In addition to having a visually appealing website, universities need to optimise their website for search engines. This can help prospective international students find the university when searching for relevant keywords. Search engines are the primary source of information when researching universities because they supply information instantly.
A strong online presence goes a lot further than this, of course. Sharing case studies from happy students eager to recommend your institute for a welcoming arrival, high-quality courses and learning provision, and excellent living standards in safe, secure and diverse student communities will appeal to your targets.
- Be visible: Go to where your targets go for information – use social networks popular in your target countries, not just the ones we use in the UK. Utilise targeted digital advertising tailored to your audience. Consider using a student app to create communities and foster good relationships before application.
- A well-designed website: Your website should be user-friendly, visually appealing, and easy to navigate. It should contain all the necessary information about the university, its programs, and its faculty.
- Quality online content: Produce high-quality online content that showcases your programs, faculty, and student achievements. This includes blog posts, videos, podcasts, and other informative and engaging multimedia forms. This content should be easily accessible and shareable, making it easy for others to spread the word about the university.
A great example of a UK university with a strong online presence is the University of Manchester. Their website has a dedicated section for international students, with information on visas, scholarships, and English language requirements. They also have active social media channels, including a YouTube channel with videos showcasing student life and a Facebook page for international students.
2. Offer Support and Resources
According to a survey by StudyPortals, the availability of support services is one of the most important factors for international students when choosing a university. Universities that provide comprehensive support services can increase student satisfaction and retention rates.
The University of Sussex is a great example of a UK university with strong support services for international students. They offer a range of services, including English language courses, visa and immigration advice, and cultural events. They also have a dedicated International Student Support team that provides personalised support and advice.
3. Engage with Education Agents
Education agents are a hugely popular source of information for international students when researching universities. Partnering with reputable education agents can help reach students in different parts of the world and increase their visibility.
The University of Sheffield is a great example of a UK university that has successfully engaged with education agents. They have a dedicated team that works with agents to promote their programs and provide training and support. As a result, they have seen a significant increase in international student enrollment in recent years.
4. Develop Customised Marketing Materials
It goes without saying that most people prefer to communicate in their native language. Marketing to your prospects is no different. Developing marketing materials tailored to your target students can help to communicate the unique features and benefits of your courses, campuses, and locations effectively. Branding all this information by the institution creates trust and reassurance for prospective students and their parents when making such a huge life choice.
The following four elements should be the cornerstone content for your campaigns:
- Making good contacts for the future - including employability and career opportunities
- Opportunities to experience the host culture – including ease of travel
- Social activities – and insight into the sense of community amongst diverse groups of students
- Social facilities and faith provision – to help showcase that you offer a home, away from home.
The University of Warwick is a great example of a UK university with customised marketing materials for international students. They have a dedicated international website with information in multiple languages and a range of marketing materials tailored to specific countries and regions. For example, they have a brochure specifically tailored to students from India.
5. Build Relationships with Alumni
Your alumni are the most trusted source of information for international students when they research universities. Building strong relationships with alumni can help universities increase their visibility and reputation among international students.
UK Higher Education Institutions spend, on average, nine times more on marketing to students than on their students' future careers**. So developing marketing campaigns that share the positive impact the institution and study will have on an international student's future career will help to differentiate your university from the competition. Earning potential of specific course titles as well as the reputation of the institution (and the UK in general) in your campaigns. As student happiness is influenced by how prepared students feel for their next step after graduation, focusing case studies on employability and the next steps is also likely to turn graduates into brand ambassador alumni.
The University of Oxford is a great example of a UK university with a strong alumni network. They have an active alumni association with chapters worldwide, alumni events, and networking opportunities. They also have a dedicated International Alumni Relations team that engages with alumni and promotes the university to prospective international students.
Sources:
- University of Manchester - International students: https://www.manchester.ac.uk/study/international/
- University of Sussex - International Student Support: https://www.sussex.ac.uk/study/international-students/support
- University of Sheffield - Working with agents: https://www.sheffield.ac.uk/international/partnerships/agents
- University of Warwick - International: https://warwick.ac.uk/study/international
- University of Oxford - Alumni: https://www.alumni.ox.ac.uk/
*Data on the international student population and enrolments calculated from HESA's Higher Education Student Statistics for the UK, 2021/22 – Where students come from and go to study.
** Tribal Financial Benchmarketing data.
For a deeper dive into the International Student Barometer (ISB) findings, click here
TOPICS:
Student Marketing & Recruitment
