Student recruitment in a post-COVID world

The pandemic significantly disrupted the plans of students aspiring to study abroad, causing many to defer admissions, cancel plans, or shift their preferences for universities and courses. Now, in 2024, with the pandemic in the past and restrictions long eased, the number of study abroad aspirants continues to grow, as predicted. However, universities still face challenges in recruiting and retaining prospective students in a competitive landscape.

Education agents observe that students and parents have shifted their priorities post-pandemic, focusing heavily on financial aid, high return on investment (ROI), and overall safety. In response, universities must refine their recruitment strategies by leveraging advanced online recruiting tools, offering transparent information on costs and outcomes, and optimizing their student funnel to attract and retain diverse, qualified candidates. Adapting to these changing expectations will be essential for institutions to thrive in 2024 and beyond.

What are students looking for in a college?

The expectations of study abroad aspirants have significantly evolved, with students prioritizing cost, return on investment, and safety. Key factors influencing their decisions include:

• Tuition and living costs influence students’ decisions- Students are giving high importance to tuition fees and the cost of living in a country. As per a recent survey report, more than half of the students searched for programs with an annual tuition fee of $30,000 or less. They are either unwilling or unable to pay high fees. While many students rely on scholarships and loans, they are also considering alternative destinations to make studying abroad affordable.
• The shift towards hybrid learning- Many aspirants prefer hybrid learning for its flexibility and cost-effectiveness, allowing them to save money without compromising education quality.
• Post-study work opportunities are in demand- International students not only want to study in a good country or university but also want to stay there and work after completing their studies. Students inclined toward campus diversity- This will be one of the most important factors to consider. A diverse system allows students to interact with people from different walks of life and backgrounds, which helps enhance their experience in an institute while also boosting the student success rate. Besides, this also mitigates the chances of students experiencing cultural shocks—a win-win.
• Some popular degrees post-pandemic- There is growing interest in fields like healthcare, Artificial Intelligence, and Cybersecurity, driven by evolving job markets and strong career prospects.

Enrolment strategies post-COVID-19

As the education system evolves, new ways of admissions and recruitment are emerging. Some of them are listed below-

• Managing multiple admissions funnel- Gone are the days when students and parents went only through traditional media recommendations for colleges. The pandemic opened the gates for virtual recruitment and admissions, thereby creating various student funnels. Therefore, there are leads from multiple sources, including digital recruitment, offline admissions, in-country partners, and others, which need to be managed parallelly.
• Partnering with student ambassadors- Institutions are reaching out to alumni and current students to connect with aspirants at an emotional level through storytelling. These university students host workshops, presentations, etc., for the prospective students, guiding them right from when they enquire till they become a part of the institution.
• Virtual events on the rise- While there is a surge in physical recruitment fairs, institutions are also focusing on creating memorable virtual experiences for prospective students. From organizing virtual campus tours to webinars, universities are leaving no stone unturned to convert a prospective lead.
• Peer-to-peer chat is here to stay- It is imperative for institutions to nurture communications and engage with aspirants to understand their goals, fears, etc. Informing students about what the university has to offer and being transparent helps institutions gain their trust. To keep up, recruitment professionals are moving toward using CRM systems that can help them reach their target audience at the right time to enhance the chances of admissions.
• Implementing new technology and processes- Data plays a major role in a student’s recruitment and admissions lifecycle. Therefore, institutions need to integrate data analytics and other technologies to make their processes smooth. The available data can help universities develop a streamlined approach for a student’s lifecycle by providing them with useful insights.
• Diverse marketing strategies- The shift to the digital world has made institutions rethink their marketing strategies and make necessary adjustments. Institutes need to consider online advertising, content marketing initiatives, social media marketing, etc., to reach a wider audience and be at the top of the game while recruiting students. They can consider the countries for student recruitment, identify the cultural differences, and put out personalized messages based on their findings.

New emerging markets for student recruitment

The biggest student enrolment markets have always been China and India. However, universities need to look beyond traditional sources for student recruitment to inculcate diversification.

Various emerging markets have the potential to become significant contributors toward uniform student enrolment. There is a push post-pandemic for institutes to alter their diversification strategies and maintain a balance in student enrolments by tapping into these territories.

As per ICEF Monitor, the first tier of emerging markets includes Vietnam, Indonesia, Iran, Columbia, and Nigeria. The second tier comprises countries such as Bangladesh, Ghana, Nepal, Egypt, and Kuwait.

These markets have been identified based on their impact on student mobility and other attributes that are enhancing outbound growth. These attributes include a large youth population (15-24-year-olds) that is well aware of the growth prospects and eager to study abroad. Moreover, the expanding middle-class consumer market in these countries is looking for better education opportunities, which will invariably drive the recruitment processes of competing international institutions.

The income disparity and GDP growth in these countries will also play a significant role in setting the foundation for recruiting students.

What the future looks like?

According to Holoniq, the global education market is projected to reach nearly US$ 10 trillion by 2030, growing at a 4.4% compound annual growth rate (CAGR). Key sectors driving this growth include:

• K-12 Education: Expected to grow at 3.5% CAGR, fueled by higher participation rates in emerging economies and substantial investment in digital infrastructure. However, in developed regions, declining birth rates may limit growth potential.
• Post-Secondary Education: Projected to grow at 4% CAGR, driven by the increasing adoption of online learning and government incentives for vocational education.

As this market expands, recruitment professionals will need to leverage new technologies and refine recruitment processes to stay competitive. Diversification in student admissions will be a key strategy to ensure a more inclusive and dynamic student body.

WRITTEN BY

Abhishek

Sr. Content Writer

Abhishek Surtanya is a Content Writer at EDMO, where he writes about the latest ed-tech and enrollment trends with clear, actionable insights for students and universities. With a knack for storytelling and a passion for higher-ed innovation, he brings fresh perspectives to every piece he pens—helping institutions connect with the learners who matter most.

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