Why 30% of Students Choose Universities Based on Peer Recommendations—and How You Can Leverage This

With over 30% of students choosing their university based on recommendations from their peers, peer-to-peer marketing is no longer a ‘nice-to-have’—it’s a necessity. This is particularly important for study abroad programs, where students are often navigating uncertainties about cultural adaptation, academic challenges, and social integration. Peer recommendations offer the trust and reassurance students need to make informed decisions about their future.

What is Peer-to-Peer Marketing?

Peer-to-peer marketing is a strategy used by many that consists of individuals sharing opinions and information with one another, instead of standard advertising or marketing efforts. In higher education, especially in the context of universities, this approach is used to recruit prospective students, by promoting and sharing the real stories and current experiences. The International Student Survey states that over 30% of students feel that recommendations are a big sway when choosing a particular university. The use of recommendations is particularly useful when recruiting international students, or students for study abroad programs, as it provides trust and confidence, whilst shining a light on cultural adaptation, academic requirements and how to navigate this alongside cultivating a brand new social life.

The Importance of Authenticity in Student Recruitment

Authenticity is always going to get the point across. In today’s age it is so important to get real stories across, especially when there are so many fake ones out there! Real stories are the most relatable and this is what is going to provide prospective students with a realistic glimpse into what it is like to be at university. In the modern age of social media, it is also important to provide a place where students can interact and read other stories, quickly and easily, to gather an overarching understanding of university life at a specific institution.?

Key Strategies for Implementing Peer-to-Peer Marketing

It’s important to work with student ambassadors to help promote a university, as at the end of the day, they are the faces of the institution. Student ambassadors can reach out and connect with students on social media, on student forums, zoom calls, Q&A’s, and so on. Student ambassadors are also incredibly helpful with in-person marketing efforts, such as informal chats, student fairs, open days, and campus tours. Building a connection with a student ambassador as a prospective student fosters a sense of community and trust with the university, which is crucial for a successful peer-to-peer marketing strategy.

Digital communities are also very important for university culture, and for recruitment. Student review sites and forums are very effective for getting the word out about a university, or a specific course. Student review sites such as The Student Room and WiSH are so important for student-to-student trust, and powerful for recruitment.? As it can be lengthy and sometimes challenging to compile a series of reviews from students, it is helpful to find a platform which can manage this for you.

Personalisation and Engagement

Naturally, the more personal something feels, the stronger it resonates with you. So it is important to consider this within a marketing strategy. This can be done in a range of ways, from targeted email campaigns to course or country specific highlights. Student voice is always going to boost recruitment the most, and it is something that can be personalised in the sense of ensuring your student base covers a range of experiences, courses and backgrounds, so that prospective students who reach out to ambassadors can feel like they are represented.?

Conclusion

As we have discussed, it is very important to consider peer-to-peer marketing in your recruitment strategy. As a prospective student, the best thing you can do to gather a realistic idea of what a university is like, is to hear from the people already experiencing it!