A lot changed for higher education in 2024. Amidst political turmoil and immigration changes in top destinations, universities have had to recalibrate their international recruitment strategies.
For students on the journey to study abroad, this tumultuous scenario has exacerbated concerns about safety and financial security and led them to reconsider priorities when applying.
The most recent State of Student Recruitment report by Keystone surveyed over 27 thousand students from 195 countries and revealed valuable information about international students’ emerging habits when researching academic programs abroad.
Continue reading for a breakdown of the report’s findings and suggestions on tailoring your recruitment strategy according to prospective students’ expectations.
Insights into current data
For most students, the journey remains short: 51% of respondents begin and end the research stage less than six months before applying, continuing the trend established in previous years.
One statistic that shows significant change is the number of students taking 1–2 years to research programs: although only 9% selected this option, the figure represents a nearly 50% increase from the previous survey.
Beyond taking more time to select destinations, students are submitting more applications than before. Only 16% apply to a single program, while 42% apply to four or more different programs – a 250% increase from 2023.
The way students arrive at their programs has changed slightly. Search engines remain the most common tool used to research study options, but 44% more students are turning to social media to find the ideal program. Among the most popular platforms, Facebook and Instagram are the most used at 40% and 32%, respectively.
Creating a data-informed strategy
With applicants increasing their chances by applying to more programs and taking longer to arrive at a final decision, universities must increase their efforts to gain students’ trust.
Here is how your strategy can be improved to reflect prospective students’ current needs.
Communicate effectively
Attracting and enrolling international students requires effective communication. A straightforward, responsive, and personalized approach can make the decision-making process smoother and more engaging. And the prospective students on the other end of your strategy have clear preferences.
According to Keystone’s report, instant messaging apps – like WhatsApp and Facebook Messenger – have gained some popularity as forms of communication. Nevertheless, tradition prevails: 70% of prospective students still prefer to be contacted by email.
Despite the preference for a non-instant medium, students still want universities to respond quickly: 85% expect a response within 24 hours or less, making efficiency a key factor in keeping students interested. Implementing automated responses for initial inquiries can help with efficiency, but make sure that follow-up messages stay personalized and relevant.
In addition to fast responses, be mindful of what type of information students want to receive, such as details about financial aid opportunities, tuition fees, and visa and immigration procedures.
Providing this information through multiple channels – such as email newsletters, social media updates, and direct messaging – can help you reach students more effectively.
Address financial concerns
For most international students, finances weigh heavily in the decision-making. Keystone’s survey reveals that 69% consider cost the biggest concern while applying – highlighting the importance of offering detailed breakdowns of expenses and funding options.
A financial aid page with comprehensive information on tuition costs, payment plans, scholarships, and external funding opportunities is essential. Webinars or virtual Q&A sessions with specialized advisors can also help students understand their options and solve any remaining questions about funding.
Interactive tools like tuition calculators can further assist students in estimating their total expenses based on their country of origin, program choice, and lifestyle preferences.
Students also value transparency around return on investment. Provide information on post-graduation employment rates, average salaries, and career support services to reassure applicants that their degrees will yield long-term benefits.
Diversify your channels
While email remains the preferred method of contact, social media, instant messaging apps, and interactive content retain a significant role in student recruitment.
Although only 13% of respondents claim to use social media to research study options, Gen Z and Alpha spend hours daily navigating TikTok, Instagram, and Facebook. Establishing a presence on these platforms through a mix of institutional and user-generated content gives prospective students an authentic glimpse of what they can expect from their lives on campus.
Additionally, WhatsApp or Messenger-based outreach campaigns can be implemented to answer inquiries, send application reminders, and share updates about campus events.
Localization is another crucial factor. Consider tailoring your content to different regions by offering translated materials, culturally relevant testimonials, and region-specific scholarship information. This targeted approach ensures students from diverse backgrounds feel seen and understood throughout the research process.
Personalize the student experience
While international rankings and academic reputation have undeniable merit, students look for an institution that will understand their needs and support their journey through the challenge of studying abroad. In other words, if they feel valued from their first interaction, they will feel more confident applying to your university.
Personalized communication, responsiveness, and transparency are the foundation of the trust a student needs to develop before making a decision.
Improving the student journey in 2025 requires universities to be proactive, tech-savvy, and student-centered. Address their concerns, optimize your communication channels, and, most importantly, make them feel welcome and supported before submitting an application.
Even if a student ultimately decides not to enroll, prioritizing student care in your recruitment strategy reinforces your university’s commitment to putting students first.
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