6 Things we’ve learnt targeting overseas students

International students are currently a political hot potato as we head towards a summer general election. They’ve become essential to the UK university ecosystem – in 2022/23 overseas students paid nearly £11 billion in fees – around 23% of all income. Given they pay 2-3 times more than domestic students, they’re essentially subsidising UK undergraduates whose fees have been capped at £9,250 since 2018.

In January this year, the Sunak government introduced new visa rules, rescinding the right of overseas students to bring family members into the UK while they study. This has resulted in a dramatic slump in applications from international students with 88% of 75 surveyed universities reporting a decrease in international postgraduate applications year-on-year.

The UK's reputation for high-quality education remains strong, but the rising cost of living in the UK is a significant deterrent, especially for students from countries with weaker currencies. This, coupled with further potential policy shifts, particularly regarding immigration and visa regulations, are causing apprehension among prospective international students who seek stability and clarity when planning their education abroad.

Despite these headwinds, we’re still among the top destinations for international students, excelling in academic excellence, diverse cultural experiences, and promising career prospects, but in a tougher recruitment market, universities will need to work even harder to attract international talent.

At TAN, we specialise in cutting through the noise and convincing prospective international students that your institution is right for them. We do this by crafting compelling long-form content that resonates with students and stakeholders alike, helping to enhance their visibility, drive course enrolment, and showcase a vibrant learning community.

From academic quality and earnings, to accommodation and social integration, here’s six things we’ve learnt to focus on when targeting overseas students:

1. Increased employability

Probably the primary motivation for international students pursuing higher education in the UK is to enhance their career prospects. Headlines we run mentioning this are often the top performers.

Universities need to showcase their strong track record in preparing students for the global job market. This involves highlighting career development services, internship opportunities, and industry partnerships that facilitate hands-on learning and skill acquisition.

2. Increased earnings

Running hand-in-hand with employability is earnings. With English the international language of business and the global reputation of a UK university education, graduates can often command higher salaries upon their return.

For example, the International Graduate Outcomes Report found UK grads working in their home country earning significantly more than the average graduate salary in those countries. In China this amounted to a 200% boost, and in Nigeria it was over 700%!

Highlighting successful alumni stories and employment outcomes can further instil confidence in prospective international students. Essentially, without being vulgar, show me the money!

3. Academic Excellence

Academic reputation plays a pivotal role in attracting international students. Focus on evidence of academic excellence, including research facilities and innovative teaching methods. Including case studies of solutions your university’s research has led to can be a strong hook and increase engagement.

4. Accommodation

Securing suitable accommodation is a significant concern for international students planning to study in the UK. Universities should communicate their accommodation offering clearly, whether it be on-campus residences, private housing, or host families. Some of our best performing campaigns have had a strong focus on accommodation, including strong headlines promising accommodation and in-article break out boxes.

Providing guidance and support with accommodation search and transition processes can alleviate the stress associated with relocating to a new country, so including this in articles can be a major selling point.

5. Sociability

Social integration is key to the overall well-being and satisfaction of international students during their time here – it’s also a factor that could sway their decision to enrol, so it’s important to prove that there’s going to be plenty of events that can help international students forge meaningful connections with their peers.

6. Support Services

Emphasise the availability of extensive support services tailored to international students, including academic advising, language support, career counselling, and mental health resources. Demonstrating a commitment to student well-being and success can be a major draw.

Contact us today to learn more about our work with leading UK and overseas institutions.