1. International students react to tightening migration policy

As COVID-19’s effects on international movement faded, there was a surge in international student enrolment at UK universities. However, the post-COVID boom has calmed down and international enrolment is returning to pre-pandemic levels. Tightening migration policy also affects this; in the most recent election, migration control was a critical point. Pressure to reduce migration flow remains, possibly including that of international students. This is represented by a six percent decline in student visas issued in March 2024 compared with March 2023.

Universities will directly feel the financial impact of fewer international students, especially in the current economic climate. If 2024 marks the end of the post-COVID boom, universities must prepare for the impact of fewer international students and fight to stand out against competitors.

2. Value alignment and sustainable prospectuses

82% of prospective students want to attend a university which shares their values. It’s vital to show what your university stands for, especially during the application season!

Just short of one in ten students claim that the university’s commitment to sustainability is the most important factor in choosing where to study.

So, ensure your marketing collateral reflects this. A university prospectus is a student’s first point of contact, and Carbon Balanced Paper and sustainable inks outwardly demonstrate a university’s commitment to sustainability.

3. Target your audiences through segmentation

Universities in the modern era play the numbers game when it comes to recruitment. However, it’s important to understand that that’s not all it takes. Recruitment is multi-faceted. Incorporate separate strategies to target demographics such as international students or those from disadvantaged backgrounds. 95% of consumer brands have lower trust ratings with Gen Z compared with all US adults, so data-led approaches are essential to effective brand personalisation.

Consider separate strategies for various groups. For example:

• Personalise outreach to disadvantaged communities, addressing specific pains and concerns such as funding and accommodation.
• Target mature students through frequently used platforms within this niche, such as Facebook or LinkedIn.
• Host a virtual open day to engage with international students who cannot visit in person. Use culture-specific terminology and address culture-specific concerns to tailor and improve recruitment messages.

4. Digital transformation

Technology and AI are revolutionising virtually every industry; marketing strategies are becoming more and more effective at increasing personalisation. Online chatbots on your website can instantly answer questions from prospective students and visitors, leading to increased staff availability. QR codes on wayfinding signage or prospectuses can reveal what messages resonate and what information students are after, helping you craft future outreach strategies for prospective students.

Technology will begin to take over and automate logistics, processes, compliance and information, making universities much more efficient. The future of the student journey has been compared to Uber, with a complete end-to-end experience with information on the current situation and next steps, all available on a student’s phone.

Get in touch

At Linney, we’re experts in providing creative, sustainable and quality multichannel marketing services for the higher education sector. Contact us today to discuss how we can support your university’s recruitment drive.