In AIRC’s latest State of The International Student Recruitment and Enrollment Field Survey, 62% of the 195 U.S. university respondents reported working with agents or a recruitment partner – a 13% increase from 2021 - and 98% of the institutions that do not partner with recruitment agencies are considering it.[1] The use of agents and recruitment partners is quickly becoming essential to institutional international recruitment strategies.
So, what exactly do institutions look for when vetting an agent or recruitment partner? According to the report, the top factors influencing an institution’s decision to partner with a recruitment agency are the market of operations, quality of students, external certifications, and references from other institutions. What does this actually mean in practice?
Source: State of The International Student Recruitment and Enrollment Field Survey
Country-Specific Expertise: When an institution enters a new market or expands their presence in an existing market, an agent's local and regional knowledge makes a difference.
A strong understanding of the country's culture and education system ensures they can deliver market intelligence back to the university.
Cross-cultural competence and language skills to effectively engage with prospective students and their families, understand their needs and wants, and provide customized guidance are critical for yielding higher-quality applicants and admits.
Utilization of region-specific marketing tactics with both offline and online strategies ensures that the target audience is reached in the manner that resonates the most
A student from India, for example, predominantly uses WhatsApp and Instagram with a preference for receiving a quick response to inquiries more than a student from Vietnam where face-to-face connections are highly regarded, along with searching on Facebook and Zalo, a homegrown platform with 92% market penetration.[2]
Lastly, but equally important, recruitment partners should be well-versed in up-to-date immigration regulations and visa processes, including the specific requirements for students from their markets coming to the United States.
But how many agents should institutions have in a particular target market? The answer depends on enrollment goals. According to Adiba Shahjahan, Associate Director for International Recruitment and Partnerships at San Jose State University, “Every institution is unique and may have different enrollment goals they want to attain through agents. There is no right or wrong number, but having too many agents in one country or region will most likely not yield the results you are looking for.”
Recruitment Pipelines and Partnerships: Effective agents and recruitment partners have extensive networks locally, globally, and digitally. These connections allow agents to reach a broader audience, access potential student referrals, and collaborate with schools and organizations.
Recruiters should strive to understand a university's programs, admission requirements, campus culture, and overall value proposition. Further, consistent communication and the ability to take feedback from their U.S. institutional partners is important towards growing a strong relationship.
“They’re active, they’re curious, they’re professional,” says Sean Cochran, Director of International Enrollment Management at California State University-Long Beach, “By that, I mean they are engaging with us in just the right way: ready to collaborate on new approaches in the market, but familiar enough with our programs that we don’t need to spend too much time training and retraining.”
The landscape of recruitment pipelines and partnerships has shifted with the use of aggregators, and an increasing topic of discussion lately is whether institutions should work with:
Master agents with a network of subagents,
Agents that work directly with students and institutions, or
Recruitment partners that offer both options.
Whichever institutions choose, the takeaway is about quality control and the assurance that regardless of the student's counseling, the university's brand and intellectual property are respected, and the qualified applicants coming through are excited about attending the institution.
International student recruitment is "fundamentally a people industry," says Eddie West, Assistant Dean, International Strategy and Programs at San Diego State University, "The more that the guidance provided by actual human beings is subordinated to algorithms, and the more that students, institutions, and agents are commodified, the greater the risk that students will receive poor advice."
Given this, institutions should prioritize working with recruitment partners that are transparent regarding their operations. Overall, the value of the agency’s reach and educational connections ultimately boosts the institution’s recruitment reach and effectiveness into a market advantage.
Training & Certification: AIRC certified organizations and recruiters are recognized for their professionalism. It signals to institutions that they adhere to recognized ethical standards and deeply understand best practices in international student recruitment.[3]
Additional high-value experiences such as attending conferences and training are also considered influential. For example, ICEF offers comprehensive training in international student recruitment and counseling online and in-person at their many global events.
Organizations like the Association of International Education Administrators (AEIA), the National Association of College Admission Counseling (NACAC), and NAFSA: Association of International Educators offer professional development opportunities online and in-person at their conferences.
Active participation demonstrates a commitment to the profession, increased knowledge, and expertise in specific areas of international education, further establishing credibility. Attending the annual AIRC conference in December allows institutions to meet in person with certified recruitment agencies and converse with institutions working with recruiters.
Obtaining Positive References: Acquiring institutional references is an essential step in deciding whether to work with a specific agent or recruitment organization. Positive references can enhance credibility in determining the effectiveness or expertise of a recruiter, but there is more to consider. Other equally important factors to assess a recruiter's qualifications are:
Depth of experience as an agent in target area
Number of years in operation
Business model
Industry reputation
Successful student placement track record
Opportunities to meet in-person or visit an agent’s office
Professional communication style
The number of references you should obtain can vary from three to five as well as whether you seek references from institutions similar to yours in size, profile, and location or diverse, such as public, private, and community colleges.
Mabel Perez, Manager of International Admissions Outreach at the University of Houston-Clear Lake, suggests leaning on the student experience in addition to professional references, "Since I strive to partner with agents that are student-centered, I always read through student reviews if they are available." Student testimonies echo an agent's personalized approach that makes potential students feel valued and increases their trust in the agent and your institution.
Principles in Practice
As students strive to discover U.S. universities that fit their strategic goals, so should institutions in finding and vetting recruitment partners. Given the need to align an institution’s approach to recruitment partnerships with its overall strategy, there is not one single solution that fits for all universities. However, fundamental considerations as outlined here as well as other resources provide a framework for developing each institution’s approach, such as the recent publication Student Recruitment Agents in International Higher Education, a Multi-Stakeholder Perspective on Challenges and Best Practices.
For institutions increasing their investment in recruitment markets worldwide, working with certified and trusted recruitment partners possessing the cultural knowledge and depth of experience to deliver high-quality applicants could be the difference between enrollment success and failure.
Similarly, agents that have invested the time and resources to learn the objectives of both the institution and the student are more likely to create a good match and have longevity in the industry, which collectively is a win-win for all involved.
[1] The State of The International Student Recruitment and Enrollment Field Survey, The American International Recruitment Council (AIRC), in cooperation with BONARD and association partners the Association of International Education, Administrators (AIEA) and the National Association for College Admission Counseling (NACAC), 2023.
[2] OOSGA, Social Media Outlook in 2023 - Trends & Platform Stats, Social Media Landscape by Country, January 9, 2023.
[3] AIRC Educational Agency Standards, revised and updated, 2012.
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