5 things to consider for student recruitment in LATAM

When planning recruitment activities and campaigns for LATAM students it is important to consider:

1. Go for a clear approach with costs

Studying in the UK is in general perceived as high-cost and parents are involved in the decision-making process and budgeting as well as students. You can make your offer standout by breaking down the cost and providing cost-efficiencies. Options to pay in instalments and knowing how much they need to pay each semester or year are good to include in your pricing. Also include living costs, and how much a student could earn if they worked part-time (within visa limits). This way students and parents can appreciate that the UK is a great investment, but more achievable than they might have thought.

2. Human connection is important

Research has shown that domestic student choice is highly influenced by open day visits – experiencing the campus, the atmosphere and importantly, meeting staff and students are a key part to the decision-making process. International students are no different and want to fit in and feel connected just as much as domestic students, with the added stress of being made to feel welcome in a foreign country.

According to the International Student Survey 2018, 42 percent of international students worry that they will be made to feel unwelcome. It is critical that you connect international students with your campus, faculty and current students. The best way to do this is face-to-face on the ground, either at fairs or on individual missions. Digital media also has a large part to play and telling your university story through video can be a powerful tool to connect to students outside of the UK.

3.Gain trust from parents

As we mentioned before, parents play an important role in the decision-making process of studying abroad. Whether it is a short or long-term programme, parents’ main concerns are adaptation, language skills and security. Having clearly articulated student support services and activities, particularly on those three points, is a must for institutions to gain parents’ trust.

4. Take advantage of social media and digital communications

When recruiting international students, it is important to have a strong social media presence and provide a taste of university life. Social media will help to keep you top of mind and attract prospective students. However, it is vital that you keep your audience engaged (through interaction) in order to build trust. Having a clear call-to-action and responding to queries on your platform are a must!

It’s also really important to consider which platforms students are using – and it differs country to country! Facebook is still very effective at reaching Mexican students, but less so in the US, particularly if you want to target undergraduates. Once you capture student’s attention and you want to approach potential students or follow up leads, emailing is still the preferred method of communication for 75 per cent of students, according to a SchoolFinder poll. Our suggestion is to include in your social strategy relevant information about your programmes and teaching, positive first-hand student experiences and attractive details about your location (video is key!).

5. Scholarships, scholarships, scholarships

Earning a scholarship can be a source of pride and a relief for students when thinking of studying abroad. They are a very useful tool to engage prospective students and can influence their decisions on where to study. You should keep in mind that scholarships are not only for families that cannot afford tuition fees, but an instrument to boost a student’s commitment and support in the decision-making process. Students can act later as influencers for your programmes and increase their peer interest in studying at your institution.

INTEREST PIQUED?

Join us in September and October and get the chance to meet students face to face during our LATAM Tour. We’re also running a digital campaign in the lead up to the exhibition so you can get new leads for your time in-country.

Please send any enquiries to Karina.Pichardo@britishcouncil.org
We’re here to help you recruit the students you’re looking for!