Week c/m 31st July 2023

Do 90% of international students in the US enrol at just 10% of the country’s institutions??

The Pie Live sought to investigate the truth behind this statistic, and you may be surprised at the outcome.?

Data provided by IIE found that 28% of international students in the US are hosted by the top 25 institutions; 75% were hosted by the top 200; and 90% were hosted by the top 500.?

Whilst international students may lean more in favour towards certain geographic locations or higher-ed institutions, it’s clear to see that a large portion of the US has untapped potential when it comes to international student recruitment.?

And with the looming enrolment cliff, low domestic enrolment numbers, colleges closing around the country, and a staffing crisis ahead; US institutions can’t afford to sit idle any more.?

But all is not lost; there is still time for US universities to invest in diversifying their international student recruitment to even out their playing field.?

Let’s look at what’s affecting international students in the research phase, and why they may be more drawn to the top 500 US institutions.

Understanding the nuance between international students

It’s important to differentiate that international students are a vast and diverse group, all with different cultures, backgrounds and needs.?

There is also a vast difference between international students studying at a state school vs international students studying at an international school which will impact a student's higher-ed decision (or lack thereof).?

But, as our expertise is in the international school space, let’s talk more about some factors that influence an international school student’s higher-ed decisions.

The guidance counsellor

Guidance counsellors have a huge impact on a student’s university choice, and student and parent stakeholders often lean on counsellors throughout this journey. During this process, the counsellor’s insight and knowledge of best-fit universities are passed on to students.

The potential problem here is that counsellor knowledge will vary from school to school, and due to their demanding role, may not have time to research best-fit universities for their students.??

Scenario: A student in an international school is looking to study in the US. They cannot lean on family at the research stage because they are not familiar with universities in the US. The student has researched some universities but isn’t sure what they’re looking for so wants support from their guidance counsellor. The guidance counsellor suggests a few popular universities in the US, and due to their large international population and high ranking, the student researches them further.?

Whilst this scenario is not real and the reality of student decision-making is much more nuanced, you can see how the guidance counsellor impacts a student's choice.?

Our recommendation? Build relationships with counsellors through international school networks. This collaborative relationship will allow you to strengthen your universities brand awareness in these communities, whilst simultaneously building a fruitful and long-lasting relationship.

Peer-to-peer marketing is here to stay!?

While you should, of course, also invest in digital and other marketing channels, peer-to-peer marketing is still the most influential, especially for students.

With this in mind, it’s natural that students are attracted to universities with a bigger international population. For example, the Northeastern region of the US, where many popular universities reside, is also home to a diverse population where friends and family of international students may live. This of course can shape application decisions.?

And whilst these factors can become a small hurdle if your university doesn’t fit within these typifications, all is not lost.?

You see, our work with international students has taught us that students may not know about the variety of institutions they can pick from, which can lead them to follow in their peer’s footsteps and choose more popular institutions.?

So with this in mind, how can you reach students directly??

Having a people’s focused strategy

Using real stories and career outcomes of alumni is key - students want to see social proof that studying at your university is the right choice for them.

Build your own global networks?

Rankings are still an important factor in international students’ decision-making. But they don’t have to define your brand. So don’t let them! Building your own local and global networks can help you to raise your brand awareness on your terms.?

There’s a reason why so many of the conversations around international student enrolment focus on a student’s ‘best-fit’. This doesn’t have to mean the Ivy Leagues or top 100 QS rankings. In our latest US report, out of 250,000 international student applications to the US, 15% of applicants were to institutions ranked 1000+, demonstrating a diverse range of preferences amongst BridgeU students.?

So don’t ignore statistics. But don’t let your recruitment strategy be governed by them either.?

What’s new at BridgeU?

• You’ve probably heard us say time and again that international student recruitment and enrolment is a crucial investment for US universities. In our latest webinar, we take you through the secrets to making that case to your senior leadership.
• Struggling to differentiate your university’s brand from competitors in order to yield enrolment growth in 2024? Read our latest blog post here.
• If you enjoyed this newsletter & want to read further about what drives international students' applications to the US, click here.

What caught our eye this week?

• The latest Pie News blog post, which inspired this week’s newsletter.
• We read this interesting article from Intead about the rise of ‘non-traditional students’ and why universities should consider them in their recruitment strategies.