Five Tips for Student Recruitment - Malaysia

Malaysia being the third largest market for UK institutions in East Asia is one of the UK’s top priority markets for international student recruitment, however the market has become more and more competitive. Prospective students and their parents are now presented with a wide range of possible options to choose from – competition comes not only from the other institutions or study destinations, but local provision is gaining in credibility and popularity too.

Our top five tips for student recruitment in Malaysia are as follows:

1. Understand what Malaysians want – financial aid and post-study work opportunities

There is no doubt that Malaysians parents and students still care about university ranking and reputation, but the main consideration are costs and graduate outcomes. UK institutions are encouraged to highlight their scholarships, financial aid and other aspects that help Malaysian families save costs when they study in the UK. According to a study in 2015 over 70 per cent of Malaysian college students keen to study abroad had hopes of emigration*. It is not a surprise that most of these students reported they will want to continue working in the UK after their studies.

2. Mix digital and face-to-face approaches

While it is true that Malaysian students spend a lot of time on the internet, UK institutions are still encouraged to keep a mix of face-to-face marketing channels. Use digital channels to increase your brand awareness and encourage engagement with your content in order communicate selling points and stimulate interest. Face to face approaches such as education fairs or subject specific guest lectures or workshops are then still important to answer any parent and student questions and to drive applications and conversion. A well thought out face-to-face engagement can inspire a student or convince a parent that they have made the right choice!

3. Work with agents and school counsellors

More than 30% of Malaysian students consulted their teachers and/or education agents prior to making their study choices**, so it is crucial for UK institutions to stay connected with channel influencers. The days are disappearing where you can turn up to a school and simply sell your institution to a counsellor, however. If you are visiting schools in Malaysia, the schools generally welcome more interactive activities such as guest lectures or interactive workshops.

4. Showcase your expertise through collaborations

As Malaysians have plenty of higher education options, you need to stand out among competitors by emphasizing your strengths in certain subject areas. Collaborations with other organisations are therefore valuable in this regard. Take for example built environment subjects, a case study in a city development conference alongside with well-known architects and city planners will position your institution as a subject research expert, and the place for aspiring industry professionals to study. The effect can be enhanced through media and press coverage. Collaborations with government agencies also add to your credibility and reputation in the country.

5. Explore new markets

UK institutions’ student recruitment and profile-raising activities are typically centered at the urban Klang Valley areas. At the British Council we see opportunities to extend promotion to other potential markets such as Penang and East Malaysia, to expand the pool of prospective students. Through recent market development visits, we believe that the students in these markets are keen and can afford overseas study. On top of that, Chinese Independent Schools also represent an opportunity. In 2019, schools offering the Unified Examination Certificate (UEC) qualification saw an increase of 10,000 enrolments.  

*https://www.thesundaily.my/archive/1590541-LSARCH334596

**Research by the British Council Study UK Team

Interest piqued, but not sure where to start?

Start with meeting the International Education Services (IES) team in Malaysia to understand the market. Work with us to:

1. Identify/refine your USP that appeals to the Malaysian market
2. Craft a sustainable and long-term marketing strategy in Malaysia, which best suits your budget and maximises your campaign’s ROI
3. Connect with relevant stakeholders to discover collaboration opportunities

Upcoming British Council Malaysia’s programmes

Study UK Fair – 22 March 2020

• The upcoming Study UK Fair puts education and career fairs together - aiming to attract more than 3,500 quality UG and PG students.
• Participating UK institutions also stand the chance to participate in panel discussions involving local government agencies, industry players and UK alumni.
• The past March and October 2019 Study UK Fairs were great successes, with increased footfall (more than 17%) and visitor quality.
• To learn more about the upcoming fair: https://education-services.britishcouncil.org/exhibition/study-uk-malaysia-fair-march-2020

To be announced:

• Recruit UEC Mission
• Networking Events with School Counsellors, Agents and Local Stakeholders at Penang, Sarawak and Sabah
• Digital marketing campaign promoting Clearing 2020 and January 2021 Intake