Working smarter, with empathy, in global student recruitment

What really stood out for me in the United Kingdom’s 2025 Immigration White Paper was the proposal for a tax on foreign student earnings and, more importantly, the government’s pledge to ring-fence those funds for our whole ecosystem of education and skills.

The standard of instruction, research outputs and the general student experience will all significantly improve with reinvestment in modernised classrooms, cutting-edge labs and improved digital infrastructure.

In the long term, as prospective students increasingly prioritise not just reputation but the day-to-day delivery of their programmes, these improvements will become a powerful draw.

One thing is becoming clear: institutions should not only concentrate on short-term recruitment numbers but also have to prioritise helping and investing to support students to succeed at every stage. Stronger graduate outcomes, more sustainable pipelines and eventually a more resilient global brand will result from this.

Working in the international higher education recruitment field and with students and institutions all over the world, I have seen how powerful strong outreach can be.

But we’ve also seen the gap getting bigger between what students expect after they show interest in an institution and what they often get.

It’s not just about being seen anymore; the new frontier of international recruitment is about building real trust and providing support from the first inquiry and all the way through.

The choice economy

Today’s international students are smart, well-informed and in charge of their own lives. According to a survey by ICEF Monitor, 56% of prospective international students begin researching study-abroad options less than six months before applying, and over 60% expect a response within 24 hours.

Many of them don’t just apply to one or two institutions; they apply to four or more. And even though a timely offer is still important, what happens after the offer is becoming more and more important in deciding whether a student will choose you.

Students have told us directly: “I got the offer, but I didn’t know what to do next.” If they lack information on what to do, they just need to pick different institutions that provide more information and support to them.

In this “choice economy”, what students crave is connection. They want an institution that sees them as more than just a student ID; one that answers their questions, listens to their worries and helps them feel good about their choice.

The process of enrolling is emotional, and institutions that understand this human element will have a competitive edge.

From our conversations with prospective students and their families, 80% of them see policy certainty as being as important as academic quality when they choose where to study.

Students trust the value of a degree, and genuine pathways to graduate employment are huge factors for them to decide which institution or country to go to.

Recruitment is just the beginning

Conversion success isn’t purely about working harder; it’s about working smarter and with
empathy.

Here are three changes I believe will make student support better.

According to a QS insight article, conversion rates from enquiry to enrolment can be as low as 1% in a highly competitive market, so when it comes to international recruitment, innovation isn’t just about new technologies. It’s also about making real, lasting connections that lead to enrolment.

When we focus on making connections first, we help students feel more connected to a university’s culture through real-time interactions and real stories.

For instance, livestreaming lets prospective students talk directly with university staff about everything from academic programmes to getting a visa.

These sessions are often co-branded, strengthening institutional partnerships and enhancing trust.

According to a QS report, 49% of students looking to study in the UK said the ability to ask questions of existing international students was useful when making study decisions, so similarly, launching a podcast featuring authentic stories from students, alumni and experts that bring universities’ values and successes to life.

The path from inquiry to enrolment, in my opinion, should use live interactions along with data-driven insights to improve application conversion.

Institutions can reduce uncertainty and increase commitment by providing individualised support at the appropriate times by knowing where students drop out in the process.

On the other hand, smart matching has been much discussed in the industry. It uses AI to screen applicants and offer tailored programme recommendations and is crucial in this AI era.

It increases the likelihood of successful enrolment and long-term satisfaction by prioritising high-potential candidates and ensuring that students are directed to the best fit for their goals and profiles.

Combined, these strategies can help the industry achieve better conversion rates, reduce administrative burdens and build resilience amid tightening budgets.

The future of international recruitment belongs to those who can combine technology with human-centred engagement, turning applications into lifelong students.

The time has come for institutions and the recruitment sector to transform their recruitment processes into integrated support systems. If we want the leaders of tomorrow to choose us, we need to invest in human connections and digital tools today.

Christina Ke is the UK managing director of education consultancy company Uoffer Global.

This article is a commentary. Commentary articles are the opinion of the author and do not necessarily reflect the views of University World News.