January 16, 2025

7 Ways to Increase International Student Recruitment

From digital marketing tips to building global partnerships, learn how to attract and engage students worldwide.

Introduction

International student recruitment can be a challenge, especially on a smaller budget. You want to attract the right students, but your resources are limited, making it hard to stand out against larger institutions with bigger marketing budgets.

In this article, we’ll show you seven simple yet effective ways to reach more potential students, improve your marketing efforts, and see better results with tailored strategies that won’t break the bank.

Understanding the importance of international student recruitment

There are many benefits to recruiting students internationally. A diverse student population creates a richer learning environment, where students can learn from different cultures and experiences. It’s also a self-fulfilling cycle, attracting more students from other countries in order to develop a global community on campus.

International students are a major contributor to the economic growth of institutions across the world. Tuition fees help support campus programs and services, and can be a particularly crucial source of income for smaller institutions.

The recruitment process, however, isn’t always easy. Many universities face challenges including increased competition, changing visa regulations, and the competing needs of students from different countries. In order to overcome these challenges, a strategic approach is needed.

Strategy 1: Leveraging digital marketing and social media

One of the most effective ways to reach international students is through digital marketing and social media. With most students spending a lot of time online, these channels give you a chance to connect with them directly and show them what your institution has to offer.

Utilising social media platforms

Platforms like Facebook, Instagram, TikTok, and LinkedIn are popular with students worldwide. By sharing on these platforms you can reach students in the way they prefer to engage online. Content such as student spotlights, campus tours and other behind-the-scenes glimpses helps prospective students feel more connected and gives them a stronger idea of what their own experience at your institution might be like.

For a successful social media campaign, content should be tailored towards the strengths and culture of each platform. On Instagram and TikTok, for example, short videos showcasing campus life or student testimonials can have a big impact. LinkedIn, on the other hand, has a focus on career and skills development, making it perfectly suited to share success stories and highlight academic achievements.

It’s also important to look into the social media preferences of specific target markets, as this will vary from country to country. For example, Instagram Reels are the preferred platform for short-form video for students in India due to the country’s ban on TikTok. And in China, the largest volume of discussions are found primarily on Chinese platforms WeChat, Xiaohongshu and Weibo, with markedly fewer students utilising global platforms. These preferences can change rapidly, so make sure your market research is up to date.

Implementing targeted advertising

Targeted advertising allows you to focus your efforts on specific regions. Platforms like Google Ads and Meta Ads (which includes Facebook and Instagram) offer tools to target your ads based on user location, interests, and behaviour. This means you can advertise your programs directly to students in countries where you’re looking to attract applicants.

For example, if you know that students in India are interested in your engineering programs, you can create location-targeted ads specifically highlighting those programs. You can also adjust your messaging to fit different cultural contexts, ensuring that it is relevant to each group.

Enhancing online presence

Your website is often the first place international students will visit to learn more about your institution. Bear in mind that many students will use their phones to browse, so your site should be mobile-friendly and easy to navigate.

Accessibility is a key consideration. This includes offering information in multiple languages and checking that content will load quickly even in regions with slower internet connections, as well as ensuring that your website meets accessibility standards for students with disabilities. 

Of course, having a beautiful and accessible website isn’t much use if nobody ever visits it, so search engine optimisation (SEO) is also vital. By making sure your website ranks for keywords like “international student recruitment” or “how to recruit international students,” you can increase your chances of being found by potential applicants when they search for universities online.

Strategy 2: Developing tailored recruitment initiatives

To attract international students, it’s important to understand that one size does not fit all. Each region has its own cultural nuances, preferences, and expectations. Customized recruitment initiatives demonstrate to prospective students that you understand their needs and are ready to offer them a tailored experience that speaks directly to their interests.

Customising recruitment for different regions

Consider creating materials and campaigns that are tailored to specific regions. Digital tools like theRACK, our interactive brochure platform, can help you target the preferences of specific countries or regions more effectively. 

With theRACK, you can quickly and easily create region-specific digital brochures, allowing you to show the most relevant programs, support services, and campus features that will appeal to prospective students in those areas. This approach helps you create a more focused and effective recruitment strategy, while also saving time and resources by reaching the right audience

If you want to see what this looks like in action, take a look at how the University of Central Missouri has been utilising theRACK to boost their international student engagement. 

Strategy 3: Strengthening partnerships and collaborations

Building strong partnerships with institutions, organisations, and other educational bodies can significantly enhance your international student recruitment efforts. Collaborative initiatives open doors to new opportunities and can make your institution more visible to potential students around the world.

Establishing academic partnerships

One way to attract international students is by forming academic partnerships with universities and institutions abroad. These partnerships may include exchange programs, joint research projects, or dual degree options. By collaborating with reputable institutions, you not only increase your institution’s credibility but also create opportunities for students to study abroad or gain exposure to international academic standards.

Academic partnerships also provide a way for students to build their networks and gain academic experience in multiple countries. These opportunities are highly appealing to international students, helping them expand their learning beyond their home country and increasing their career prospects globally.

Sharing success stories

Another powerful way to strengthen partnerships is by highlighting the success stories of international students and alumni. Show how students from different countries have thrived at your institution, whether that’s through academic achievements, career success after graduation, or personal stories about transformative study abroad experiences.

By sharing these success stories, you demonstrate that international students are valued at your institution, encouraging prospective students to consider your university as a place where they can succeed academically and personally.

Strategy 4: Interactive digital brochures

Creating tailored brochures

One of the biggest advantages of digital brochures is the ability to customise for different demographics. With interactive brochures like those offered by eduKUDU, you can design content that speaks directly to the needs and interests of a diverse range of audiences.

Interactive features in brochures can also include videos, clickable links to course pages, and quicker, easier contact options. You can even track how students interact with the brochure, which gives you useful insights into what content they find most interesting.

By using digital brochures, you’re able to offer a more modern, flexible, and engaging way to showcase your institution. This makes it easier for prospective international students to access information and take the next steps in the recruitment process.

Strategy 5: Improving support services and student experience

International students often face challenges when adjusting to a new country, culture, and educational system. By offering strong support services and ensuring a positive student experience, your institution can ensure that students will feel welcomed, valued, and ready to succeed.

Provide pre-departure support

Before students even set foot on campus, offering pre-departure support can make a big difference in helping them feel more prepared and less stressed about their move to a new country. This includes practical assistance like visa guidance, airport pick-up services, and information about accommodation options. 

Students might need help adjusting to life in a new culture. Offering pre-arrival webinars or online resources about living and studying in your country can help students understand what to expect. The more you can prepare them, the smoother their transition will be.

Ongoing academic and social support

After arrival, ongoing support is key to ensuring that students have a positive experience. This includes academic advising, where students can receive help with their studies and guidance on how to succeed in a new education system. 

Social support is also crucial; mentoring programs, student clubs, and events help international students feel connected to campus life and other students. Cultural immersion activities, like international student nights, trips, or community events, play an important role in helping students adapt and feel included.

The more supportive and welcoming your campus is for international students, and the more they thrive during their time with you, the more likely they are to recommend your institution to others.

Strategy 6: Offering specialised programs

Specialised programs can make your institution stand out. These programs help students adapt to a new environment, improve their skills, and feel more confident as they begin their studies.

English language and bridging programs

Language can be a barrier for many international students. Offering English language programs or bridging courses designed to improve language skills before starting full-time study can be a big draw. These programs ensure that students feel prepared and confident heading into their full-time course, enabling them to fully engage in classes, participate in discussions, and understand course materials.

Bridging programs can also offer academic support to help students adjust to the education system in your country. This can include orientation sessions, study skills workshops, or academic writing courses. 

Offering specialised programs not only supports students in their studies, but enhances the overall appeal of your institution: students are more likely to choose a university that they can trust to understand and respond to their needs as individuals.

Strategy 7: Leveraging alumni and student networks

Alumni and current students can be powerful advocates for your institution. By leveraging their experiences, you can create a sense of trust and excitement that encourages prospective international students to consider studying at your university.

Alumni and students as brand ambassadors

One of the most effective ways to attract international students is by having alumni and current students share their positive experiences . Alumni who have found success after graduating can offer a valuable perspective on the opportunities provided by your institution, demonstrating the real-world benefits of studying with you.

Encouraging current students to share their stories through blogs, videos, or social media posts can also be a great way to reach potential students, as first-hand experiences and perspectives will give a much more genuine, relatable picture of life on campus.

Organising alumni events

A surprisingly under-utilised way to connect with prospective students is through organising events where they can meet alumni, whether virtual or in-person. Alumni can share insights into their academic journey, career achievements, and how they benefited from their education, and prospective students are provided an opportunity to engage with them directly. In the 2024 student survey by QS, 49% of international students looking to study in the UK said that the ability to ask questions of alumni was most useful in making decisions, but very few actually had the chance to do so.

By tapping into your alumni and student networks, you can create a powerful marketing tool that showcases the success and satisfaction of those who have been part of your institution.

Conclusion

Increasing international student recruitment requires a well-rounded approach that combines digital marketing, tailored strategies, and strong support services. 

Remember, international student recruitment doesn’t have to be a complex or expensive process. The key to success lies in understanding the unique needs of international students and addressing those needs in a clear, effective way. By leveraging the right tools and building meaningful relationships with alumni, current students, and academic partners, you can attract the right students and set your institution apart from others.

If you’re ready to take your international student recruitment efforts to the next level, eduKUDU can help you create interactive, customised content and gather student testimonials that will enhance your recruitment strategy.

Start implementing these strategies today, and watch your international student applications grow.