Student recruitment is now a 24/7 activity

Many students are eager to experience the value of going abroad and to learn as much as possible from different cultures. The growing number of prospective students who are searching for a Bachelor’s or Master’s degree abroad is challenging universities’ 2017 international student recruitment activities. At the moment, more than 5 million students are receiving an education outside of their home countries. By 2022, this number is forecasted to reach 7 million students. In order to handle this increasing demand, universities need to adjust the seasonal promotion of their study programs to accommodate a continuous promotion cycle – encouraging prospective students to stay in touch all year long wherever they are in the world.

Switching to continuous promotion and student recruitment means switching your mindset. This means moving from an emphasis on application deadlines, to actively engaging students through their study choice journey – a process which sometimes starts 1.5 years before the start of the academic year. Students apply to at least five universities and typically choose their best fit after getting admitted to a programme. What makes a university the best fit for students depends on a combination of study programmes, country, language, tuition fees, and – crucially – the university’s engagement with the students.

Universities often list phone numbers on their websites so that students may inquire about the admission process or application status. However, because of time differences, relying on this method makes recruiting students even harder – especially as students often forget time zone differences when they’re requesting information. A 24/7 student recruitment approach resolves this issue. With the help of technology and follow-up systems, timely student engagement can be optimized through campaigns and various marketing activities.

Embracing 24 hours / 7 days a week / 365 days a year student recruitment means embracing tools that help you promote your programmes and engage with prospective students throughout the year. Some of the tools you will need to consider are:

1. Year-round promotion

Students from Germany start their university search at a different time of the year compared to their counterparts in America or in Australia. If you want to recruit internationally, you will be severely limited if you restrict your promotional efforts to 2-3 months before your application deadlines; you will often miss out on attracting a variety of students who have already made up their minds about what and where they want to study. For some students, that decision has already been made over 1.5 years in advance, indicating that the average student does not follow cyclical recruitment patterns, but rather actively searches for study options year-round.

2. CRM systems to the rescue

Investing in CRM systems enables universities to achieve their marketing goals. By capturing and maintaining student interest throughout the decision process, universities score an advantage in being able to communicate with the student and monitor their progression through the decision-making process.

3. Chat over phone

Several universities have started introducing chat functions on their websites, inviting students to ask direct questions about the university’s admission policies, or to seek help with specific application materials they are struggling with. Often these chats are carried out by student assistants who are trained to answer the most common admission questions.
The University of Bradford, for example, introduced a Live Chat team to help prospective and first-time students, answering questions about studying and living in Bradford. After registering, students have a chance to join a one-on-one chat to get personal answers.

4. Bots

Other universities are taking interactive chats to the next level. With the use of smart bots, students can receive direct answers to the most frequent questions, without any human assistance. These bots are getting smarter and smarter; they can even be programmed with specific answers that trouble students. “Pounce”, the chatbot of Georgia State University, engages in actual conversations with students. Their artificial intelligence product also answers questions about student life, campus services, Georgia State, and more. Pounce eases a student’s transition to university, but also relieves the administration staff of having to answer thousands of questions.

5. Be agile

24/7 student marketing and recruitment needs a new mindset. It requires monitoring your environment and being proactive in your communication. Some good examples we’ve seen recently have come from Canadian universities offering admission to students affected by the Trump travel ban, or the #youarewelcome here campaign by British universities reacting to Brexit. Such a response usually also mele getting it onans being able to make quick decisions and redirect resources – all while getting it online in just a few days or weeks.

International student recruitment is a 24/7 activity that cannot rely on short-term marketing activities. Students start to research their study options years before applying at an institution, requiring universities to get active at an early stage. New means of communication help you to stay connected to prospective students and can optimise your campaign and marketing activities.