5 Ways to Master Global Recruitment Efforts for Colleges and Universities

The global student recruitment landscape is more competitive than ever, with rising demand from students seeking admission to top universities. According to a recent survey by INTO University Partnerships, 87% of recruitment agents reported that students are applying to more universities, and 84% said students are exploring a wider range of destination countries. However, despite this growing demand, global, social, and governmental forces are limiting the availability of spots for international students.

In countries like the UK, Canada, and parts of Europe, negative rhetoric and anti-international sentiments have led to a significant drop in student deposits. Recent data from Enroly, a platform used by one in three international students to manage enrollment, reveals a 35% decline in deposits for UK university courses starting next month compared with August 2023. Although this marks an improvement from the 57% decline seen in May, the sector still faces financial challenges, as universities have increasingly relied on higher-paying overseas students to counterbalance frozen domestic tuition fees.

As universities navigate these challenges, it’s essential to develop strategies that not only capture the attention of prospective students but also position institutions to thrive amid these external pressures.

Here’s how universities can enhance their global recruitment efforts, create an impact, and establish a lasting international brand:

1. Invest in University Admissions Software  

In today’s competitive environment, efficiency and automation are essential for recruitment success. Admissions software enables universities to streamline their recruitment efforts, track student interactions, and nurture prospective students through the admissions journey. 

For example, the Stockholm School of Economics uses admissions software to collect student data during open days, allowing them to monitor engagement and follow up with personalized communications. This type of technology allows universities to seamlessly guide students from inquiry to enrollment, optimizing both time and resources.

In a market where more than 11% of education agents reported submitting applications to over 100 universities last year, automation and tailored communication can be the deciding factor in capturing a prospective student’s attention.

Click here to learn more about how your institution can benefit from the wave of AI making university admissions quick, easy, and more impactful. 

2. Leverage Social Media for International Reach  

With students exploring more destinations and universities than ever before, a robust social media presence is vital for attracting international applicants. Universities like Cambridge have mastered the art of using YouTube and Instagram to showcase their rich heritage and vibrant campus life, effectively capturing the attention of potential students worldwide. 

By using visually engaging content and meaningful messaging, universities can differentiate their brand and attract a broader international audience.

Social media is not just about likes and shares—it’s a tool for making an emotional connection with students. Consistent, high-quality content can prompt students to inquire, explore programs, and eventually apply, positioning your institution as a top choice in their decision-making process.

To establish an international brand, consider creating multiple social media accounts, in the language of your desired candidates, and on the platforms that are most used by that desired region. 

Institution	Instagram Follower Count	Average Likes
Arizona State	214,000	1-2K
Stanford	1,200,000	2-4K
Colorado State	133,000	3-4K
University of Iowa	153,000	5-10K
Louisiana State*	353,000	1-2K

LSU Notably has over 700,000 followers on TikTok and has found major success in the short-form video content platform. 

3. Engage Current Students for Authentic Insights  

In a competitive market, understanding what resonates with students is essential. Like testing creative before launching a campaign, universities can gain early insights by surveying international students. This data-driven approach allows recruitment teams to refine messaging and experiment with new strategies based on what truly connects with students.

Spotting trends early is also crucial. Just as industries use real-time insights to stay relevant, universities can leverage feedback from students to stay ahead. Faculty and student representatives can add authenticity to these efforts, making marketing more relatable.

By segmenting audiences through surveys, institutions can tailor their messages to different student groups. Interviewing students and staff about programs or activities deepens connections with applicants by showcasing real experiences.

Universities that prioritize surveys and data analysis gain insights into student interest and their competitive landscape, leading to higher engagement and enrollment.

4. Make Recruitment Events Memorable and Inclusive  

Open days are a tried-and-true method for attracting students, but international students may not always be able to attend in person. Universities should provide alternative options such as virtual tours, online Q&A sessions, and regional meetups to make the experience more accessible. Creating memorable recruitment events, whether in-person or virtual, is key to leaving a lasting impression on international students.

Given the findings from INTO’s survey, which highlight the growing interest in new study destinations like Germany and Ireland, universities need to ensure their events appeal to a diverse range of students from around the world. Offering inclusive options helps institutions reach a wider audience, fostering stronger connections with international applicants.

Here are a few ways universities can make recruitment events more memorable:

• Personalized Virtual Tours: Offer customizable virtual tours that allow students to explore the campus based on their specific interests, such as academic programs, extracurricular activities, or student accommodations.
  • Snow College features their campus in this exciting video!
• Live Q&A with Faculty and Students: Host interactive sessions where prospective students can ask questions to current students, professors, and alumni, gaining firsthand insights into university life.
• Cultural Showcases: Highlight international communities on campus with virtual or in-person cultural showcases, food festivals, or student group presentations to foster a sense of inclusivity.
  • At Washington University, this video highlights an exciting cultural exchange showcase. 
• Interactive Workshops: Provide hands-on experiences, such as virtual academic workshops or demo classes, to give prospective students a taste of the learning experience at your institution.
• Localized Events: Host regional meetups in key markets, bringing your university closer to international students by offering them the chance to connect with representatives and alumni in their home countries.
• Gamified Experiences: Incorporate fun elements like quizzes, virtual scavenger hunts, or competitions during events, with rewards such as scholarships or university merchandise to engage participants.
  • Here’s a fun example of a mini-game played at a basketball game halftime to keep guests entertained. These mini Spurs and Clippers players charmed the stadium with their quick moves, over-the-top falls, and funny moments. Incorporating light-hearted points of interest for event-goers is huge in ensuring a positive experience and memorable trip. 
• Immersive Technology: Use AR/VR to create an immersive campus experience for international students, allowing them to explore the campus virtually from anywhere in the world.

These strategies help create engaging and inclusive events that resonate with international applicants, ensuring your university stands out as a top choice.

5. Be Consistent and Transparent  

Consistency is crucial when guiding students through the admissions process, particularly as most students now expect quick and meaningful responses. Research shows that applicants prefer organizations that respond promptly, with nearly half wanting to be contacted within 24 hours of submitting their applications. This expectation underscores the importance of transparency and regular communication, especially as cost becomes a growing concern for international students—90% of education agents in South Asia and Europe identify it as a significant factor. 

Utilizing automated emails, real-time responses to inquiries, and clear, accessible content can help build trust and keep students engaged throughout their journey. It’s vital to acknowledge all applicants, not just those you intend to move forward with. By investing in customizable admissions software, universities can automate follow-ups, ensuring that no student feels overlooked. Maintaining a transparent, responsive, and dependable admissions process enables institutions to compete effectively in an increasingly crowded global market.

Conclusion

As competition for international students intensifies, universities must adapt and innovate to stand out. By investing in admissions software, leveraging social media, engaging current students, offering flexible recruitment events, and maintaining consistent communication, higher education institutions can strengthen their global presence and build an international brand that resonates with students worldwide. These strategies not only attract more students but also position universities as leaders in global education.

EDMO offers a cutting-edge platform that enables universities to manage their global recruitment efforts with ease. Our product allows students to virtually access counseling, attend international fairs, and engage with institutions—without the high costs of using agents. This streamlined approach helps universities reach global students more efficiently and affordably.