Student Recruitment: Current Challenges and Finding New Markets

As the academic year progresses, higher education institutions are facing growing pressures to attract and enrol students in a changing global environment. Students are now well into their courses, and institutions are balancing the need to provide a high-quality education while managing the complexities of recruitment. 

Changes in immigration policies, increased competition from other countries, and evolving expectations are reshaping the way higher education institutions approach student recruitment. What once seemed like a steady process is full of fresh obstacles demanding new strategies.

In this guide, we’ll look at some of the most pressing challenges in student recruitment today and explore ways institutions can successfully enter and compete in new markets.

Current challenges in student recruitment

Higher education institutions face both internal and external challenges in attracting the students they need to thrive. Below, we break down the key issues currently facing the sector.

Increasing competition for talent

Higher education institutions compete not only for staff but also for students. Countries like Australia, Canada, and the United States are drawing in international students with their appealing education systems, attractive post-study work opportunities, and favourable immigration policies.

This year's visa data shows a significant decline in applications. From 2020 to 2023, the number of EU students starting full-time undergraduate courses in the UK fell by 67%, largely due to Brexit-related changes in fees and funding.

The competition also extends to UK-based students. With a broader range of choices available, prospective students now consider factors like program quality, location, and financial incentives when making their decisions. While higher education institutions need to adapt their student recruitment strategies to stand out, achieving this in such a crowded market is no simple task.

Declining faculty and staff retention rates

Higher education institutions are grappling with significant retention challenges. Since 2014, about 15,000 UK academics have left the industry, and this turnover can seriously affect both the quality of education and student recruitment efforts.

When faculty and staff leave, it disrupts the continuity of students’ learning experiences. This instability can deter prospective students, as many choose institutions based on the strength of their faculty and the quality of education offered.

Several factors contribute to these retention issues:

• Workload and stress: Heavy teaching loads and administrative pressures can lead to faculty burnout, pushing talented educators to seek opportunities elsewhere.
• Compensation and benefits: Limited salaries and benefits make it challenging to keep skilled staff on board, which directly impacts the institution's ability to attract students.
• Job satisfaction: Work-life balance and institutional culture are crucial. If faculty are unhappy, it can affect their engagement with students, further influencing recruitment.

As institutions face ongoing challenges like the cost of living crisis, improving retention is essential for maintaining the appeal of higher education. Attracting students without a stable, knowledgeable faculty becomes increasingly difficult, potentially jeopardising future enrollment.

Budget constraints and resource limitations

Financial challenges are a major barrier for higher education institutions, limiting their ability to recruit effectively and support students. Many UK institutions depend heavily on international tuition fees, and a recent 41% decrease in deposits and acceptances among international students shows the risks of this reliance. With tuition fees for UK students frozen in England, the pressure is even greater.

Decreased government funding has shifted financial responsibility onto institutions and their students. Rising costs—due to inflation, higher energy prices, and increased salaries—add to the strain on budgets. A decline in enrollment can lead to lower tuition revenue, making things tougher, especially during economic downturns when fewer students may consider higher education.

These financial pressures can impact recruitment efforts, leading to:

• Reduced marketing budgets, making it harder to reach prospective students.
• Less travel for recruitment events, limiting face-to-face engagement.
• Fewer scholarship offerings, decreasing the attractiveness of programs.

At the same time, budget cuts affect student support services, resulting in:

• Fewer counsellors to help students navigate challenges.
• Limited academic resources, which hurt students' learning experiences.
• Reduced career services, impacting job placement rates.

Despite higher education institutions recognising the importance of providing strong support services for both current and prospective students, budget constraints remain a critical issue. Balancing financial realities with the need for comprehensive support is a challenge that many institutions face today.

Changing regulations for international recruitment 

As we’ve discussed, higher education institutions rely heavily on international tuition fees, but this dependence has its own challenges, especially with changing regulations for international students

Tighter visa requirements in many countries are making it harder for students to get the necessary visas. In the UK, for example, changes to post-study work visa policies have made the country less appealing for international students looking to stay after graduation.

The UK's exit from the European Union has introduced more uncertainty, affecting visa policies and funding opportunities. International students contributed over £40 billion to the UK economy in the 2021/22 academic year, so a multi-year decline in their numbers could lead to a reduction of about 0.5% of GDP. 

A 2023 analysis by The Guardian revealed that “one in every five pounds received by UK universities last year came from international students.” This financial reliance highlights the stakes involved.

Here are some key developments affecting international recruitment:

• Stricter visa processes: Obtaining student visas is becoming more complex, which means fewer applicants.
• Less attractive post-study options: Changes in post-study work policies are discouraging students from choosing the UK for their studies.
• Drop in sponsored study visa applications: There has been a noticeable decline in applications driven by visa restrictions and global uncertainties.
• Financial pressure on universities: Rising operational costs mean that universities are seeing an average loss of £3,000 for each enrolled domestic student.

Given these challenges, UK universities need to brace for a tough period in international recruitment, which could have lasting effects on their enrollment strategies.

Opportunities for the future of student recruitment 

The UK higher education sector is experiencing shifts in international student recruitment. Traditional markets like India and Nigeria are facing declines—44% for India and 31.4% for Nigeria, pointing to the need for universities to diversify their student recruitment strategy. So, where are the next opportunities to recruit students?

Existing markets: Stable but competitive

While some markets face declines, others remain resilient. Hong Kong and Ireland have both grown significantly, with student numbers rising 23% and 29% since 2019. The unexpected 53% surge from the US also highlights a renewed interest in UK universities. These established markets are reliable but competitive, with many institutions globally vying for the same pool of students.

Emerging markets: New potential, untapped growth

Beyond traditional regions, new markets in Southeast Asia, Africa, and Latin America offer enormous potential for student recruitment. Saudi Arabia leads the way, with a 265% rise in outbound students since 2016, thanks to government scholarships and workforce development initiatives. Indonesia, despite recent slowdowns, has still shown 191% growth since 2011, making it a key market for the future.

Countries like Vietnam, Kenya, and Mexico are also gaining traction. While offering fresh growth, these regions come with their own challenges—economic instability, fluctuating demand, and underdeveloped education systems can complicate long-term student recruitment strategies.

However, UK immigration laws and visa restrictions remain a major hurdle. Recent policy changes have already impacted student numbers, particularly from India and Nigeria. The tightening of visa regulations and limits on post-study work opportunities often make it difficult for universities to attract talent from emerging markets.

That said, international students contributed over £41.9 billion to the UK economy in 2021/22, proving there's still huge growth potential. By tapping into both established and emerging markets, UK universities can continue to thrive and enhance their student recruitment strategy, effectively recruiting students from across the globe.

Adapting strategies for international recruitment

Many international students know only a handful of well-known UK universities. With these institutions being highly competitive and often expensive, students frequently broaden their search for options that feel more accessible. This presents a prime opportunity for other universities to showcase their unique offerings. Here’s how to attract international students by focusing on three key areas:

1. Marketing: Making genuine connections

Attracting international students starts with how universities present themselves. It’s essential to be relatable and approachable in your messaging.

• Culturally relevant content: Tailor your websites and social media to resonate with students from different backgrounds. Use clear and friendly language that avoids jargon, making it easy for them to engage with your offerings.
• Showcase financial support: Many students worry about the cost of studying abroad. Highlight scholarships, grants, and bursaries prominently, and simplify the information so it’s easy to navigate. Transparency goes a long way in building trust.
• Real student stories: Share authentic experiences from current international students. Platforms like Unibuddy allow prospective students to connect with others who have similar backgrounds, giving them a genuine sense of what life at your university is really like.

2. Student Services: Providing comprehensive support

International students seek a welcoming experience that begins even before they arrive. Strong student services can make a lasting impression.

• Visa and legal assistance: Help students navigate the often confusing visa process with clear, accessible information and friendly support. A little guidance can make a big difference in easing their worries.
• Housing and community integration: Assisting students with accommodation and connecting them to orientation programmes and peer networks can help them settle in smoothly. Make sure they feel at home from the moment they arrive.
• Career guidance and opportunities: Many students are focused on their future careers. Highlight career services, internships, and work placements to show that you’re invested in their success beyond the classroom.

3. Academic Flexibility: Creating inclusive pathways

Diversity in academic backgrounds means that flexible options are crucial for attracting international students.

• Varied entry routes: Offer foundation programmes, English language courses, and credit transfer options to make it easier for students from different educational systems to find a suitable entry point.
• Tailored academic programs: Develop specialised courses and include internships that align with students' career goals. This demonstrates that your institution is tuned into their aspirations.
• Engaging virtual experiences: Use virtual tours and online events to give prospective students a taste of campus life. These experiences can help them envision themselves at your university before they even arrive.

By focusing on these strategies, institutions can enhance their student recruitment efforts and build genuine connections with international students. It’s about showing that you understand their challenges and can provide the support they need. When students feel welcomed and valued, they’re more likely to choose your institution and thrive in their studies.

Final thoughts on student recruitment strategies for success

As the significance of higher education remains strong, institutions must actively refine their student recruitment strategies to tackle challenges and explore new opportunities. Many universities already have appealing offerings, but to reach untapped and emerging markets, they can’t just wait for students to come to them.

By focusing on relatable marketing, effective support services, and flexible academic pathways, institutions can connect authentically with international students. When these students feel welcomed and understood, they’re more likely to choose you, enriching the academic community and enhancing everyone's educational experience.

Elevating higher education recruitment practices

At TPP, we bring unmatched recruitment expertise and a strong network in higher education. Our dedicated team understands the challenges faced by institutions and believes that effective recruitment practices are key to overcoming them. With the right support, you can save time and focus on reaching emerging markets.

We provide valuable resources and insights tailored to the needs of the higher education sector. 

Contact us today to learn how our expertise can empower your institution and enhance your recruitment efforts.