Students relying more on education agents for assistance with study abroad decisions
The universities and schools have lost several marketing channels in 2020
QS, the leading provider of services, analytics, and insight to the global higher education sector, reports that international students are relying more than ever on agents in their decision-making about study abroad.
The entire recruitment process, with the new year approaching, is much different from previously. Students are increasingly influenced by agents’ recommendations and educators who know how to involve agents in their international marketing plans to get an important edge in the target market.
A main outcome from the QS data is that agents can help the universities to boost the student numbers as students need help navigating the uncertainties of the pandemic.
Especially this year that has been full of changes and new and unknowns, students need up-to-date information about intake start dates, course offerings, fees, scholarships, or policy changes to make the right decision. QSES data shows that there was a 33% increase in conversions when agent-managed students are engaged with directly throughout their decision-making journey.
The universities and schools have lost several marketing channels in 2020 to recruit students including face-to-face student fairs and the opportunity to travel to target markets. As these might not be available soon enough in 2021, agents may be an important element of international recruitment for many institutions.
QS International Student Survey discovered that there has been a big increase in the number of students who have been working with agents. In 2020 22% of prospective international students said that they had worked with an agent compared to only 14% in 2014.
Typically, gents account for about half of the international student referrals for leading study destinations. Looking at this data, it is expected that agents could play an even greater role in recruitment for most destinations in the coming year, and especially during the COVID-19 recovery.
The universities and schools who are not yet cooperating with agents might consider them as another option to increase the student numbers. Australia for example recorded year-over-year increase in agents’ influence +7.8% on student acceptance of offers from Australian universities.
The QS students survey shows that 65% of prospective students said that they found agents to be useful in helping them study overseas in comparison to a smaller number of students who said agents had a direct influence on the country and institution they chose to study at.
The QS report reflects the importance of agents for universities but at the same time, it stresses the importance for admissions staff at the schools to find ways to communicate with students directly as the students put the most value to information from a direct source.
