The Future of International Student Recruitment Post-COVID-19

September 14, 2021

abcodo

The ongoing COVID-19 pandemic has brought challenges for education agents in recruiting international students to top study destinations in the world. Some have reached a full stop and closed offices, while most thrived and found ways to deal with the health crisis. Given the circumstances, education agents were able to survive with new strategies that conformed with strict health protocols as well as travel restrictions.

Key Takeaways:

The COVID-19 pandemic has caused a significant decrease in enrollments to top study destinations.
Agents deal with the new normal in international student recruitment.
Virtual platforms have made student recruitment safer and more convenient.
Agents use innovative strategies to increase student applications.
Strengthening one’s online presence helps future-proof student recruitment activities.

New Rules and Approaches to International Student Recruitment

The international education market plummeted when the pandemic prevailed in 2020.

In the United States, the Institute of International Education (IIE) conducted a survey to get insights into the impact of the COVID-19 pandemic on higher education institutions (HEIs). The respondents were composed of international students studying in the United States (80 percent) and students enrolled online outside of the United States (20 percent). (1)

According to the IIE survey, there is a decrease in the number of international students studying in HEIs in the United States because of several factors related to the COVID-19 pandemic. For first-time enrollments, there was a 43 percent decrease in the fall intake.

Education agents have also faced challenges in student recruitment. It has become necessary for agents to be continually updated on the changing COVID-19 health protocols as these are different in every country and institution around the world.

Because of health risks, the usual personal meetings or student fairs are not allowed. Aside from that, travel restrictions were imposed in most areas in the world, making mobility very challenging among education agents and students. Schools closed down as surges in COVID-19 cases occurred in different areas in the world.

To move forward, education agents would need to be adept at using virtual platforms so as to directly communicate with prospective students who still want to pursue their study dreams abroad. With online communication, there is no health risk involved, making it convenient and safe for both students and agents.

Higher education institutions have also resorted to different ways of recruiting international students amid the pandemic.

Education providers have to keep using different methods to reach out to students and make themselves reachable, as students have dreams to pursue. Though some international students have had to defer their studies, most have continued to enroll in schools away from home.

China and India have remained the top sources of students to top study destinations in the world. In 2019/20, these two countries were the top source countries of international students in the UK, according to the Higher Education Statistics Agency. (2)

Students also did their homework as to how to register to their chosen programs from their country of origin. This was made possible through online platforms. Agents were also there to serve as the bridge between international students and their study abroad dreams.

Online Opportunities Taking the Spotlight

Approaching international student recruitment in the new normal, agents have found some light in the midst of the health crisis.

With less time, money and effort, agents and institutions can arrange webinars or online fairs to accommodate students who want to pursue their chosen programs during the pandemic. Virtual platforms have made it more convenient to monitor and communicate with students as agents can work using a portal that can make processing student applications faster and easier.

The COVID-19 pandemic may have caused a decline in student enrollments, but it has also given students the time to think about what they really want to focus on in their studies. With online classes, those who have always delayed or deferred their study plans because of travel or money constraints are now given the opportunity to work on their degree without leaving their home.

Online learning has made international education more accessible for students. For agents, using virtual recruitment platforms has also made it easier and more practical to connect with students eager to have an international degree. (3)

These learning and student recruitment strategies may not be entirely new, but these have definitely become the methods of choice at a time when social gatherings are considered a health risk.

How to Stay Competitive in the International Student Recruitment Market

Since 99 percent of institutions around the world now offer online learning to move forward, the best thing education agents must do is to be well-versed in using technology. (4) Learning how to go around social media to connect, promote, and deal with HEIs and students is important.

Ever since the pandemic started and lockdowns were imposed, people have relied on electronic gadgets to do errands and fulfill tasks. Agents must use this to their advantage in recruiting international students efficiently.

Future-proofing Student Recruitment

Since there is no clear timetable as to when the coronavirus pandemic will end, it is best for education agents to adhere to health and safety protocols. Lessening in-person meetings by shifting fully to online activities is one way to make recruitment strategies go a long way, even after the pandemic.

Providing support to international students in this time of crisis is also important to let them feel at ease prior to their studies. Strengthening and enhancing one’s online presence is the new normal.

To reduce fear among international students, creating a sense of community with them and offering them emotional support can help them decide to pursue their studies abroad. Agents must keep their communication lines open to assure students that they will have all significant information and support when they apply.

Lastly, education agents can introduce flexibility when it comes to application deadlines to higher education institutions. By giving students ample time to complete the requirements, loyalty is gained and may result in more successful applications in the future.

Abcodo is the in-house recruitment partner of MSM Unify, a student recruitment and marketing platform that connects partner schools to top-tier agents and their students worldwide. Sign up now to get the latest updates and information on international student recruitment.