Think of top students as savvy consumers. They’re not just looking for a prestigious name; they’re looking for a clear return on their investment. They use a different set of criteria to evaluate potential universities, and these factors often outweigh an overall ranking.
For many, the most important factor is the career opportunities after graduation. Prospective students actively research a university’s graduate employability data, industry connections, and alumni network. They want to know that their degree will lead to a high-paying job in their chosen field. They prioritise a university’s industry-specific rankings over its general academic standing, viewing them as more accurate predictors of future success. For example, a student interested in finance might prioritise a university’s specific ranking for its business school, and its connections to major firms in London, rather than its overall global position. They understand that specialised program with strong industry links can open more doors than a general degree from a higher ranked but less specialised institution.
Furthermore, top students are deeply concerned with research and academic fit. For postgraduate and research-focused undergraduates, the opportunity to study under a specific professor who is a leader in the field is far more important than the university’s overall rank. They seek access to cutting-edge research facilities, labs, and opportunities to contribute to impactful projects. For example, a student aspiring to work in sustainable energy might look specifically for a professor’s published work in that field and the university’s research partnerships with green energy companies.
Beyond career prospects, top students also look for an environment where they can thrive. They recognise that a positive university experience is crucial for their personal growth. This is where campus culture and community become powerful differentiators.
A vibrant community with diverse student societies and clubs can make a potential student feel at home. They want to know they will belong to a supportive, inclusive environment. A welcoming culture that celebrates international diversity is a significant selling point that can’t be captured by a simple ranking. For example, a student from India might look for a thriving Indian student society, or a student from Brazil might want to know about the Latin American community on campus. This is about finding a place where they will not just be a number but a valued member of a community.
In addition, the student-faculty relationship is highly valued. The best students are looking for more than just an education; they are seeking mentorship. They want accessible faculty, smaller class sizes, and opportunities for personalised guidance. The chance to build meaningful relationships with professors who are experts in their field is a massive motivator for top talent. Testimonials from current students about how a professor helped them secure an internship or guided their final project can be far more powerful than any ranking.
How can you leverage this knowledge to attract the right students? Here’s a strategic guide for your recruitment and marketing teams:
1. Tell a story, don’t just list stats.
Instead of simply stating your ranking, create compelling content that highlights your unique strengths. Showcase a groundbreaking research project in your engineering department, interview one of your professors about their work, or share a video testimonial from a student who found their community on campus.
2. Invest in subject-specific marketing.
Your computer science program might not be in the global 10, but its AI lab or specific faculty expertise might be. Create targeted campaigns that speak to these niche strengths. Highlight a unique module on fintech or a joint degree program with a top business school.
3. Empower your community
Your current international students and successful alumni are your most powerful advocates. Their authentic stories and experiences are far more convincing than any university brochure. Feature them prominently in your recruitment materials and give them a platform to share their journeys.
4. Leverage a ready-made international agent network.
Building a global network of trusted, on-the-ground partners from scratch is a significant undertaking. We’ve already done the work. Our extensive network of agents in key regions speaks the local language, understands the cultural nuances, and provided in-market support to both students and their parents. By partnering with us, you can immediately access this valuable resource to bridge the gap between your institution and prospective students worldwide.
Ready to expand your global reach without the groundwork? Explore our global agents network.
5. Stop re-inventing the wheel: partner with a dedicated recruitment body.
Your university shouldn’t have to build a team to manage every international student inquiry. We provide a dedicated international recruitment body that offers one-to-one guidance, helping students with everything from visa applications and personal statements to preparing for interviews. This high-touch service ensures students are fully prepared and have the best possible chance of getting into the university of their choice. Our team serves as a single point of contact, providing seamless support from start to finish.
Ready to build a recruitment strategy that goes beyond the rankings?