Key points:
- Post University approached international recruitment with purpose
- Getting ghosted? Three ways to reduce melt among international students
- The rate of college freshmen returning for a second year is highest in a decade
- For more news on recruitment, visit eCN’s Campus Leadership hub
In the years following the pandemic, international student recruitment continues to grow and evolve. Recent data from the Institute of International Education and the U.S. Department of State shows international enrollment increased by 11.5 percent in the 2022-23 academic year, marking the fastest growth in more than four decades.
While American students debate the value of postsecondary schooling, our higher education system retains its sterling reputation abroad, attracting 1 million foreign students who now represent 5.6 percent of the total college population.
As higher education institutions brace for the inevitable enrollment cliff, competition to attract and retain foreign students is fiercer than ever.However, the considerations and objectives of a foreign audience are as diverse as the countries from which they come. International students are highly attractive to many institutions, as they bring diverse perspectives that culturally enrich college campuses. The increasing competition for international students is a positive sign for the United States–international education itself is integral to both universities and countries aiming to support innovation and collaboration.
Institutions seeking to attract these students must critically evaluate their recruitment strategies and support services. Post University has long attracted international students to its main campus in Waterbury, Conn. These students have been key members of the school’s athletic teams, particularly in soccer, golf, hockey, and lacrosse. Coming out of the pandemic, Post made a strategic decision to attract international students who wanted to study in the U.S. for the academic and cultural opportunities. It’s not just about short-term growth, but building a pipeline for the future that will allow us to support and connect with students globally to help them reach their dreams and goals. This requires putting the right structure and processes in place to leverage human resources and technology.
Over the past year, the university redesigned its international recruitment model, implementing an agency model, offering in-house transcript evaluation, developing a markedly shortened application cycle, establishing local representation in India, setting up direct calling to facilitate local student contact and enrollment, creating a network through global student fairs, and establishing connections with prospective students through webinars and collaborations. For the first time, the university has also introduced scholarships for international students studying online or in person at the campus. In addition, Post established a tuition credit for international students to travel to nearby countries and obtain visa interviews to attend the fall semester on time.
Phase 1: Critically analyze the recruitment process
First, Post’s internal teams set its sights on revitalizing and streamlining the recruitment process. The new model allowed the university’s teams to work closely with over 40 international agents, providing them with the resources and support needed to effectively recruit students from diverse regions. The resulting relationships developed a seamless handoff between agent and institution, ensuring a more personalized and efficient experience for students.
Post focuses on helping students complete forms and become familiar with the institution by creating an in-house transcript evaluation service. Rather than outsourcing these tasks, the university’s new in-house team offers recruiters and advisors accurate and timely evaluations for international admission requirements, which ultimately reduces time and expenses for prospective international students.
Using market data and prospective student insights, Post recognized that the consideration phase for this population was much shorter than stateside prospects. International students are savvy shoppers, leveraging discussions with international counselors and educational agencies while also using mobile apps and tools to find and identify dozens of institutions before applying. Post wanted to cater to the selective and demanding nature of this audience by reducing the application cycle from 15 days to just three days.
Phase 2: Connections that create applicant pipelines
Once Post’s new dedicated recruitment team retooled the application experience and built out a more student-focused model, intentions were then set to expand its network and build recruitment strategies. The university immediately researched key educational markets, developed marketing strategies, and conducted global recruitment tours to build awareness and engage with international students. Post recruiters regularly travel worldwide, meeting with international counselors and agents and participating in student fairs, webinars, and counselor events. They also provide presentations and sample lectures from faculty to international high schools. This helps set expectations for prospective students and offers a unique perspective, which aids in their decision-making process.
Forming partnerships with educational institutions abroad is also crucial for attracting prospective international students. Business degrees, which have universal appeal, align with the desires of many international students who wish to integrate global business practices into their careers. Post’s Malcolm Baldrige School of Business partners with the Steinbeis School of International Business and Entrepreneurship in Germany to offer live remote courses for students abroad, provide Post faculty as international thesis chairs for specialized coursework guidance, and establish business collaborations to help students secure internships or even job opportunities.
Another essential element is to establish partnerships with prestigious organizations whose third-party endorsement and alignment will elevate the university. Post chose to partner with Area Cooperative Educational Services (ACES) International. Recruiting on an international scale requires significant intercultural competencies to be successful. ACES International provides insights to its partners for strategic markets, enabling institutions like Post to leverage its institutional contacts and present potential students and administrative officials at foreign high schools. In August, approximately 45 to 50 international high school students will visit Post’s main campus as part of the partnership with ACES International.
Phase 3: Remain on trend
To stay ahead, it’s crucial to monitor emerging global industries by attending conferences and bringing on agents who can provide insights into these evolving markets. Maintaining close connections with local educational leaders and experts in various countries allows for a continuous flow of information about the latest trends. Attending conferences such as NAFSA: Association of International Educators, the International Association for College Admission Counseling (IACAC), and the American International Recruitment Council (AIRC) has allowed Post to better understand the needs of students and market trends, which further helps the university to adapt programs and recruitment strategies accordingly. By staying attuned to these global shifts, universities can better prepare their students for the international job market and ensure they remain competitive in a rapidly changing world.
As international student enrollment continues to rise, universities like Post that adapt and innovate will lead the way in shaping the future of global education. When put into place, a comprehensive strategy will leave your institution well-positioned to attract and retain international students, contribute to our nation’s diverse and dynamic landscape, and remain relevant in our ever-expanding global world.
Sources:
- https://www.highereddive.com/news/international-enrollment-trends-charts-colleges/699512/
- https://www.chronicle.com/article/colleges-were-already-bracing-for-an-enrollment-cliff-now-there-might-be-a-second-one
- https://www.chronicle.com/article/international-students-surge-back-to-u-s-campuses
- https://post.edu/financial-aid/scholarships/
Judson Epperly, Ph.D., is a seasoned professional in the field of international education, serving as the Director of International Admissions and Recruitment at Post University. With a background in business development and extensive experience in managing partnerships with local and international higher education institutions, Epperly brings a unique perspective to international recruitment.
Alisa Hunt, Ph.D., serves as interim dean of The Malcolm Baldrige School of Business at Post University. Having previously owned her own accounting firm, Hunt has developed multiple graduate-level courses for the MBA and MSA programs at Post that provide students real-world knowledge valuable to prospective employers.
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