There was a time when if your institution wasn’t in the Yellow Pages, it might as well not exist. Then came Google, and if you didn’t rank, you were invisible. Today, something quieter is happening. If AI can’t find you, you don’t enter the conversation at all.

Parents and students are still “searching,” but not in the same way and not always in the same places. In some regions, parents still rely on Google and familiar sources. In others, they’ve already shifted to AI tools that summarize, compare, and recommend. Students, almost everywhere, start with synthesis, not search.

They may sit at the same table, but they are navigating different discovery systems.

This is the new visibility challenge in student recruitment. Visibility is no longer about being listed or ranked. It’s about being understandable: across generations, across geographies, and inside AI-mediated environments where awareness, consideration, and decision now blend.

Visibility Is Earned Before the Funnel Begins

Enrollment teams often think in funnels. Awareness, then consideration, then decision. But AI has collapsed those stages into a continuous loop that begins long before an institution realizes it has been evaluated.

When a student asks an AI to compare programs, summarize outcomes, or suggest destinations, the institution is either present or absent immediately. AI does not “discover” schools the way humans do. It reflects what it can understand.

This is why visibility in the AI era is not an algorithmic accident. It is a strategic outcome.

Institutions that describe themselves clearly, structure information consistently, and articulate differentiation plainly are surfaced early. Those that rely on vague positioning or fragmented messaging rarely make it into the synthesized answer at all.

This is where AIO and GEO matter, not as technical disciplines, but as expressions of intent. Visibility is earned when an institution is legible to systems that now mediate first impressions.

GEO and AIO: Presence vs. Understanding

As discovery becomes AI-shaped, institutions face a new risk: not being surfaced at all. Every so often an institution is simply absent. A student asks an AI to compare international business programs, and only a handful of universities appear. Others are not rejected, they are never surfaced. This is a GEO problem: the institution doesn’t enter the generative conversation at all.

Other times an institution does appear, but only as a generic option. Its programs are summarized inaccurately, key differentiators are missing, or outcomes are flattened into vague language. This is an AIO problem: the institution is present but not understood.

GEO decides whether a student ever hears about you. AIO decides what they understand once they do. Together, they determine whether interest quietly fades, or moves forward.

A student asks an AI to recommend universities with strong international business programs in Europe. Five institutions are named. Yours isn’t one of them, not because it’s weaker, but because its programs are described inconsistently across sites and sources. That’s a GEO failure.

Another student sees your institution listed, but the summary sounds generic. The program’s international focus, industry partnerships, and career outcomes are missing. The student moves on, unsure why you’re different. That’s an AIO failure.

In both cases, the journey doesn’t stop because of a bad experience. It stops because clarity never had a chance to form.

Awareness: Being Recognized in AI-Mediated Discovery

Awareness used to be about reach. Campaigns, impressions, and brand recognition did the work.

Today, awareness increasingly happens inside generative environments. Students ask AI tools to explain fields of study, compare institutions, or identify “best-fit” options. Parents, depending on geography, may still search or may already be asking AI for clarity and reassurance.

In both cases, the same question applies: Can your institution be explained simply and accurately?

AI cannot invent clarity. It amplifies what already exists. Institutions that have invested in plain language, structured information, and explicit differentiation are recognized. Others are quietly filtered out, not rejected, just unseen.

Awareness is no longer about shouting louder. It’s about being interpretable.

Consideration: Staying Coherent While Students Explore

Once an institution is visible, the real test begins. Consideration today is fragmented, nonlinear, and highly social. Students move between AI summaries, short-form video, peer conversations, and messaging apps. Parents cross-check claims, compare outcomes, and look for consistency. Visibility at this stage is about coherence.

When AI-generated summaries align with what counselors say, when student-created content reflects institutional reality, when comparisons don’t contradict official messaging, trust accumulates. When they don’t, doubt creeps in quickly.

This is where conversational AI and AI agents begin to amplify human work. Conversational systems maintain presence and consistency across channels. AI agents connect conversations to operations: logging intent, surfacing questions, and ensuring follow-up happens without friction.

Humans are not removed from the process. They are elevated within it.

Decision: Human Moments, Prepared by Systems

Despite all technological shifts, the final decision remains human. A conversation with an advisor, a reassurance to a parent, a nuanced answer that doesn’t fit neatly into a summary.

What has changed is the quality of those moments.

AI agents ensure that when humans step in, they do so with context. They know what the student has asked, what comparisons they’ve seen, what concerns remain unresolved. The human interaction becomes meaningful rather than introductory.

Visibility at the decision stage is not about persuasion. It is about confirmation. Institutions that have been present, coherent, and responsive throughout the journey rarely need to “sell.” They are already trusted.

Enrollment Management as an Ecosystem

AI has not eliminated the enrollment funnel. It has exposed its limitations.

Awareness, consideration, and decision now happen simultaneously across platforms and generations. AI sits at the center as an interpreter, not a judge. It reflects the clarity an institution has designed into its story.

This reframes enrollment management entirely.

Marketing becomes about explainability, recruitment becomes about presence not pressure, and admissions becomes about continuity.

Visibility is no longer owned by one team. It is a shared institutional responsibility.

Global Patterns, Local Expressions

Across regions, the pattern holds, but it plays out differently on the ground.

In Latin America, visibility is often won or lost in conversations. A student sends a WhatsApp message after watching a short video, expects a near-immediate response, and shares the exchange with family. Institutions that feel slow or overly formal disappear from the shortlist quickly.

In North America, visibility breaks when AI summaries don’t match reality. A student reads an AI-generated overview, then clicks through to confirm details. When the depth, outcomes, or costs don’t align, trust erodes and consideration stalls.

In Europe, students compare relentlessly. AI tools summarize programs side by side, highlighting entry requirements, duration, and career outcomes. Institutions that can’t be compared cleanly are skipped, not because they’re weaker, but because they’re harder to evaluate.

In Africa, access is the differentiator. Students frequently rely on mobile connections and messaging platforms. Institutions that are difficult to reach, slow to respond, or unclear about next steps lose momentum early.

In Asia, scale changes everything. Thousands of students ask similar questions at once. Institutions that haven’t structured their information clearly are surfaced inconsistently, while those with crisp, repeatable explanations show up again and again.

AI doesn’t flatten global recruitment. It magnifies how prepared, or unprepared, institutions are in each context.

Designing Visibility Across the Student Journey

Earning visibility in the AI era is not about optimizing for a single moment. It’s about being understandable at every stage of the journey.

Clear enough to be discovered, coherent enough to be considered, trustworthy enough to be chosen.

This is not a technology challenge. It is a strategic one.

Because AI will surface whatever you have already designed, and only the institutions that earn visibility early get the chance to convert it later.

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Today’s students don’t just live in a digital world, they grew up in it. They are the first generation to speak fluently with technology, to expect instant answers, seamless personalization, and meaningful dialogue from every interaction. They’re not learning to adapt to AI, AI has already adapted to them. And that changes everything.

For institutions and education agents, this means reimagining how relationships begin, evolve, and sustain themselves. It means adapting processes to listen, anticipate, and respond with the same agility and empathy that define the best human interactions.

AI-enhanced CRMs and conversational AI tools have lately become the quiet catalysts of that change, not to replace people, but to help them keep up with a generation that doesn’t wait.

The Conversation Evolves

A decade ago, most CRMs were glorified databases: structured, necessary, but silent. Every name and email waited for a person to act. Now, with AI at their core, these systems can speak. They hold conversations, interpret tone, and learn patterns. Some come with native AI layers that personalize communication automatically, others integrate independent conversational tools that connect through APIs. 

Either way, institutions embracing this shift are witnessing a profound transformation, moving away from asking students to read emails and download brochures they rarely open, toward delivering a responsive presence: a voice that knows their name, remembers their interests, and speaks their language.

Across time zones and continents, questions arrive at all hours. A DM arrives on Instagram from Nairobi, a WhatsApp message pings from São Paulo, a call enters from Bangkok. Each comes from someone searching for clarity: a student wondering about scholarships, a parent asking about housing, a transfer applicant hoping their credits will count. None of them expect to wait for office hours or a reply the next day. And they don’t have to.

AI-driven institutions don’t simply respond, they converse: naturally, instantly, intelligently. In these seamless exchanges, they do more than provide answers, they meet a Generation Z and Alpha on their own terms, ones that value interaction over instruction.

Meeting Students Where They Already Are

AI-native students expect fluidity. They move effortlessly between text and voice, between chatbots and humans, between browsing and committing. They don’t separate “digital” from “personal”. To them, one should feel like an extension of the other. This is where conversational AI becomes not just a support tool, but a bridge.

At the top of the journey, it engages curiosity. It answers questions, captures leads, and helps admissions teams see which prospects are ready to take the next step. It filters with sensitivity, recognizing intent without losing warmth.

In the middle, it becomes a guide, helping students complete applications, explore funding, or clarify visa processes. It can handle scholarship requests or direct students toward financial aid officers, ensuring that human time is reserved for complex cases or emotional conversations.

And toward decision, AI nurtures commitment. It sends reminders, celebrates milestones, and keeps the dialogue alive when human attention is stretched thin. 

The goal isn’t to automate connection, but to keep connection available, wherever and whenever it’s needed.

The Generation That Will Expect Nothing Less

For Gen Alpha, as the AI-native generation, this isn’t innovation, it’s baseline expectation. They’ve grown up with recommendation engines that anticipate their preferences, with chat assistants that respond in seconds, with apps that remember their progress across devices.

When they approach an institution or an agent, they’re not comparing one school to another, they’re comparing experiences. The responsiveness, personalization, and tone they encounter become part of their decision-making journey.

Institutions that understand this are already shifting from managing inquiries to curating experiences. They’re building ecosystems of dialogue: intelligent, adaptable, and human at their core.

Because in the end, what matters most isn’t the technology itself, but the relationship it enables.

The Human Time AI Protects

For marketing and admissions professionals, the real promise of AI isn’t efficiency for its own sake. It’s capacity with purpose.

When AI takes care of the repetitive (the form follow-ups, the time-zone juggling, the same five questions asked a thousand times), it gives people back the one thing they truly need: time.

Time for empathy. Time for creativity. Time for strategy.

It means fewer transactional calls, and more meaningful ones. It means time can be spent understanding motivation instead of managing logistics.

AI doesn’t replace the human role in recruitment, it protects it. It gives teams the freedom to be fully human again, precisely because machines can now handle what used to drain their energy.

The Takeaway

The future of student recruitment will belong to those who see AI not as automation, but as amplification of presence, of understanding, of care.

For institutions serving globally connected, AI-native learners, the conversation must evolve. Not toward more technology, but toward better use of it.

Because for younger generations, engagement isn’t measured in clicks or conversions. It’s measured in how seen, heard, and supported they feel, from first inquiry to arrival, and beyond.

And in that sense, AI doesn’t just make education smarter. It makes it more human.

For decades, international education has thrived on models that emphasized strong academic programs, institutional reputation, and the promise of cultural exchange. These foundations remain central and continue to attract students worldwide. Yet in an increasingly complex environment marked by visa uncertainty, rising costs, and shifting mobility flows, families and institutions are seeking additional approaches to strengthen both recruitment and re-enrollment.

One of the most compelling alternatives is the rise of skills ecosystems: environments where education is seamlessly connected to employability, community, and lifestyle. Instead of seeing a campus as an isolated space, students, parents, and education agents are increasingly drawn to places where life, learning, and work intersect, creating an experience that goes beyond traditional boundaries.

From Institutions to Ecosystems

Traditional institutional marketing has relied on highlighting rankings, facilities, and faculty. These still matter deeply. But students and families are broadening their criteria, asking not only “where/what will I study?” but also “how will this place/institution/program connect me to the skills, networks, and futures I aspire to?”

A skills' ecosystem reframes the offer: the campus is positioned within a wider network of companies, research centers, cultural life, and communities. It is not about replacing academic quality but amplifying it with visible pathways to employability and lifelong belonging.

The Expectations of Gen Z and Gen Alpha

Today’s learners are pragmatic and future-focused. Gen Z and Gen Alpha value experiences that are collaborative, inclusive, and digitally enabled. They expect education to provide more than knowledge. It must deliver skills that transfer directly into careers, networks that span borders, and environments where sustainability and diversity are lived values.

For these generations, the appeal lies in ecosystems that offer co-living with diverse peers, co-learning in flexible, collaborative spaces, and co-working opportunities alongside startups and industry partners. This is not just a trend, but an evolution of what it means to choose an international education experience.

Parents and Education Agents in the Decision Journey

Parents remain central decision-makers, particularly in K-12 of course, but also in language learning and undergraduate education. Their questions often go beyond academic excellence to focus on safety, housing, support services, and, especially, how an investment in education translates into employability. Education agents, as trusted advisors, are adapting to these expectations. They increasingly emphasize destinations where the ecosystem is visible and where skills development and career opportunities are clear.

When institutions equip agents with strong narratives about ecosystems and employability, they empower them to guide families confidently in a competitive marketplace. Of course, these narratives gain or lose strength depending on national regulations. National policies on visas, work-study rights, and post-graduation permits can either reinforce or undermine the story institutions tell. In countries where students are allowed to work during their studies and remain afterward to gain professional experience, the promise of the ecosystem is strengthened. In more restrictive policy environments, however, even the most compelling campus and community story can be overshadowed by uncertainty.

For this reason, successful enrollment strategies align institutional messaging with policy realities, helping families and agents see not only the quality of the education but also the viability of the student’s journey into employment and longer-term opportunity.

Flexibility Through Technology and Transnational Pathways

Flexibility has become the defining feature of modern global education. Technology plays a central role, turning distance learning, both synchronous and asynchronous, into an essential part of today’s skills ecosystems. Its value lies not in replicating the classroom, but in expanding access to skills, networks, and community across borders. Synchronous formats connect students to live engagement, mentorship, and global peers, while asynchronous study offers the freedom to learn at one’s own pace, particularly valuable for professionals, families, or those navigating visa and cost barriers. Hybrid pathways combine the best of both, enabling students to begin online and later transition onsite while remaining connected to the same community.

Transnational education (TNE) extends this flexibility even further. Students may start their journey locally, then move abroad when circumstances allow, or divide their studies across multiple international nodes. For parents and agents, these options provide reassurance that global aspirations can adapt to unpredictable conditions. For institutions, they build resilience and broaden reach. The key is to present online, hybrid, onsite, and transnational options not as competing formats but as different entry points into the same ecosystem. Framed this way, every pathway, whether virtual or physical, leads to the same networks, employability pipelines, and global opportunities, allowing families to see education journeys as secure and adaptable, whatever the starting point.

Enrollment and Re-Enrollment Through Skills

Skills ecosystems are powerful not only for recruitment but also for re-enrollment. Students are more likely to persist and complete programs when they see tangible outcomes: internships, certifications, hybrid experiences, or direct employability pathways. Embedding skills-based education across the student lifecycle strengthens trust with families, builds loyalty, and transforms students into advocates who extend the institution’s reach.

Choosing Futures, Not Just Campuses

The story of global enrollment is expanding. Students are not abandoning traditional models, but they are complementing them with expectations for ecosystems that link study to life and work. Parents are choosing environments that feel safe, connected, and future-proof. Agents are steering families toward destinations that inspire confidence through flexible formats and employability outcomes.

Whether in higher education, language schools, or K-12, success in enrollment now depends on connecting academic excellence with skills ecosystems of living communities, learning networks, and working environments, powered by technology and flexible delivery. This new approach does not replace tradition but enriches it, ensuring international education remains relevant, attractive, and resilient in a changing world.

International education has always been about movement: students crossing borders, institutions expanding their reach, and ideas travelling with them. Yet today, that movement feels far less predictable. Visa delays, rejections, and sudden shifts in immigration policies have disrupted what used to be reliable pipelines. For many institutions, the result is a noticeable drop in international enrollment, and with it, an urgent need to rethink how they attract, enroll, and retain students.

The good news is that disruption is sparking creativity. The classic questions “where do you want to study?” and “what do you want to study?” are no longer enough in a world shaped by complex national and international policies. With traditional destinations under pressure and standard degree programs facing new risks, institutions and students alike are reimagining the journey. Universities and language schools that once depended on a steady flow of applications are now grappling with visa bottlenecks and enrollment unpredictability, prompting them to design programs that meet students where they are, both literally and figuratively.

We are now seeing flexible formats, stackable credentials, and transnational partnerships emerge as practical ways to reduce risk while opening new opportunities. But these shifts don’t happen in isolation. They are closely tied to national policies, and as some countries adopt more open and adaptive approaches, others find themselves losing ground as receiving destinations.

Flexibility as a Strategy

Instead of asking students to commit to several years abroad, many institutions are breaking down degrees into shorter, stackable modules. A student might complete part of their program online, earn a certificate at home, and only travel abroad for a short residency. This isn’t just about convenience, it’s about managing risk when visa approval is uncertain.

Hybrid and short-residency models are part of the same trend. By reducing the time students need to spend abroad, institutions make programs more affordable and more accessible. For some learners, a tourist visa is enough for the on-campus portion. For others, the model eases the financial and emotional burden of uprooting for years at a time. In both cases, the appeal of flexibility, for institutions seeking enrollment stability and for students seeking security, cannot be overstated.

Of course, these models depend for many institutions on the approval of accrediting bodies, which play a central role in ensuring academic quality and recognition. While flexibility is not always their first instinct, with careful design and compliance, innovative formats can align with regulatory standards while still meeting student needs. At the same time, they bring a practical advantage for host communities by easing pressure on local housing markets, an issue that has influenced many recent policy changes in traditional study destinations.

Meeting Students Where They Already Are

Another shift lies in rethinking who counts as a “prospective international student.” Many students are already in host countries as dependents, workers, or exchange participants, and they represent lower-risk recruitment opportunities. Others come from regions with visa waivers or more streamlined entry processes. By focusing on these populations, institutions diversify their intake while reducing exposure to volatile immigration systems.

At the same time, short courses and non-degree programs are moving from the margins to the mainstream. Lifelong learning, professional upskilling, and targeted training now fuel year-round demand. These courses appeal to students who may never pursue a full degree abroad but who still seek the credibility, network, and global perspective that international study provides.

Smarter Recruitment Investment

Behind the scenes, institutions are also rethinking how they allocate recruitment budgets. Traditional advertising can be costly and unpredictable, producing leads but not always conversions. Education agents, by contrast, work on a performance basis: they are compensated when enrollments materialize. For institutions under financial pressure, this model can stabilize ROI and cash flow.

Of course, agency partnerships require strong oversight, clear training, and a willingness to entrust external partners with brand representation. But when managed carefully, they can be a reliable way to sustain international pipelines in turbulent times.

The Role of Transnational Education

Transnational education (TNE) has also gained renewed importance. Whether through branch campuses, joint programs, or franchised delivery, TNE allows institutions to reach students who cannot, or choose not to, study at the main university campus. While the financial benefits are debated, the strategic value is clear: TNE strengthens global presence and keeps institutions visible in key markets where mobility is constrained.

The UK has leaned into this approach, not without its critics, but with an eye on long-term internationalization. Other countries are following suit, recognizing that TNE is as much about maintaining relevance as it is about generating revenue.

A Future Built on Resilience

What’s clear is that international education is not returning to the days of predictable pipelines and straightforward mobility. Visa restrictions, heightened competition, and shifting student expectations have changed the rules for good. The institutions that thrive will be those that embrace resilience: offering modular programs, hybrid delivery, short courses, and strategic partnerships, focusing on markets where students can move more freely, and building recruitment strategies that balance creativity with sustainability.

For students, this evolution means more pathways to access international learning without the heavy burden of a long visa process. For institutions, it means shifting away from chasing volume and toward designing smarter strategies that respond to real-world complexity.

Not too long ago, the playbook for digital visibility was straightforward: build a strong website, target the right keywords, and climb the Google rankings. For education institutions, that meant structuring pages around “admissions requirements” or “scholarships,” and trusting students and parents to find their way through familiar blue links.

But the search landscape is shifting. Today, prospective students are not just typing keywords into Google, they are asking full questions to conversational platforms like ChatGPT, Gemini, Claude, or Perplexity. Instead of scanning ten results, they get a synthesized answer that feels less like searching and more like speaking with an advisor.

And here is the challenge: at that moment, the AI platform is deciding which voices are credible, clear, and complete enough to be pulled into the conversation. The question for every institution is simple: when a student, parent, staff member or agent turns to AI with a life-changing question, will your institution’s content be part of the answer?

From Keywords to Conversations

Traditional SEO focused on single words and phrases. AI search is tuned to natural language, to the way humans actually speak and wonder. Imagine a student at their kitchen table asking: “What do I need to study medicine abroad if English is not my first language?” That is not a keyword, it is a lived question.

The opportunity now is to review existing content so it mirrors these questions. FAQs should sound like a student’s own words, program pages should feel like you are answering a friend’s curiosity, and headings should invite conversations, not just indexing.

When an AI scans your site, it is not looking for fragments, but the full picture. If your admissions page lists dates but not the process, or your scholarship information covers eligibility but skips deadlines, you may already be excluded from AI answers. Think of your content less like a brochure and more like a guidebook. Every key page should cover the who, what, where, when, why, and how. That completeness builds trust with both machines and humans.

Speaking AI’s Language Without Losing Your Own

Education is built on trust. Students want to know not just what you teach, but who you are and whether you can be relied upon to shape their future. AI platforms surface content that reflects this reliability. That means checking whether your pages are accurate and up to date, whether faculty profiles show real expertise, and whether student and alumni voices are visible. These details are not extras, they are signals that you are a credible source.

Behind the conversational surface of AI lies a world of structures and signals. Structured data, whether for courses, events, or FAQs, helps tools understand not just what your content says, but what it means. Technical SEO still matters: fast page speeds, accessible design, logical site structures. It is the behind-the-scenes work that ensures your human storytelling can be read, understood, and shared by machines.

Google’s featured snippets are, in many ways, training wheels for AI search. If you can win the snippet for “UK MBA requirements,” you show you can provide concise, trustworthy answers in the format AI prefers. The trick is balance: offer a clear summary to satisfy the machine, but surround it with depth and narrative to satisfy the human.

One page alone will rarely establish authority. AI platforms look for ecosystems of knowledge. That means building interconnected sections linking admissions to visas, scholarships to careers, student life to alumni outcomes. When AI sees those patterns, your institution appears not as a single source, but as a holistic guide.

Beyond the Website: The Social Layer

Younger students often start their search on social media. TikTok, Instagram, and YouTube are not just entertainment spaces, they are search engines. Students ask questions, follow hashtags, and trust peers and creators to guide them.

AI systems are beginning to synthesize this content alongside web pages. Your short-form videos and student stories are not just direct touchpoints, they are shaping the way AI contextualizes your institution. A strong website without a vibrant social presence risks feeling incomplete.

Institutions must also consider the generational mix of audiences. Millennials return for re-skilling, Gen Z step into higher education, and Gen Alpha begin forming early impressions. Each group consumes content differently and trusts different channels. A Millennial may prefer a detailed blog post with career outcomes, a Gen Z student a short TikTok explainer, while Gen Alpha may seek interactive experiences. Parents and agents, often key decision-makers, need clarity and authority.

AI will unify these voices, but if your content only speaks to one generation, you risk invisibility. The task is to curate content so it feels relevant and trustworthy across the spectrum.

Always, Always Human

In the excitement of AI optimization, it is easy to forget: education is not about robots, it is about people. Students, parents, and agents are not searching for schemas, they are searching for belonging, for opportunity, for a place to grow. So as you review your content, ask yourself: does this sound human, does it sound like us, does it sound like we care? If the answer is yes, the machines will find you, but more importantly, so will the people you want to reach.

The challenge is not just to be found, but to be chosen. Search is no longer a single channel or a single generation’s habit, it is a web of questions asked across Google, TikTok, ChatGPT, and beyond. The institutions that will thrive are those that treat content as more than marketing, as a living, human conversation that adapts to channels, evolves with technology, and resonates across generations.

Because when the questions arrive, whispered into a phone, typed into a search bar, or asked aloud to an AI, the answer received should not just be information, it should feel like an invitation to belong.

‍A Transformative Year of Challenges and Opportunities

As 2024 draws to a close, we reflect on a year that has tested and transformed the international education sector. Economic pressures, shifting immigration policies, and the lingering effects of the pandemic shaped a landscape where adaptability was not just an option—it became a necessity. These global challenges underscored the importance of moving beyond short-term, mass recruitment strategies. Institutions are embracing sustainable, student-centered approaches that prioritize not only enrollment but also satisfaction, retention, and long-term success.

The global demand for education has shifted dramatically. Traditional destinations like the US, UK, Canada, and Australia faced hurdles stemming from elections, policy changes, rising living costs, and visa restrictions. Meanwhile, emerging destinations such as Germany, France, Italy, Spain, Japan, and South Korea gained momentum, offering affordability, accessibility, and a focus on student well-being. The narrative is evolving from reliance on the “Big 4” to embracing a more diverse and globally balanced set of opportunities. Students increasingly consider factors like sustainability, mental health resources, and post-study work opportunities when selecting their educational pathways.

Institutions from the Big 4 and beyond have adapted to these changes with remarkable creativity. Transnational education (TNE) initiatives, such as branch campuses and online learning hubs, have made education more accessible to students in new markets. The rise of English-taught programs in non-English-speaking countries has created opportunities for global talent, while regional collaborations within Asia, Europe, and beyond have opened new pathways for students seeking opportunities closer to home. Government initiatives, including scholarships, have further supported students navigating the challenges of economic pressures and inflation.

Adaptation Through Innovation and Connection

Policy changes have continued to shape student decisions in 2024. Countries offering favorable during and post-study work opportunities gained a competitive edge, while restrictive measures elsewhere highlighted the importance of policy alignment with institutional strategies. Institutions have responded as much as possible by collaborating closely with embassies and creatively optimizing budgets to navigate these shifts, showcasing their commitment to staying both relevant and competitive.

This year has brought a renewed focus on balancing enrollment targets with fostering quality student experiences. Institutions are refining strategies to align institutional goals with the aspirations of their students, ensuring that each journey is enriching, sustainable, and well-suited to individual needs. This evolving approach reflects a commitment to resilience and to fostering meaningful outcomes that benefit students and institutions alike.

Throughout 2024, the international education community leaned into the power of quality engagement. Recruitment strategies increasingly focused on tailored, meaningful interactions over sheer volume. Data-driven marketing and personalization played a central role, as institutions leveraged CRM systems to craft dynamic, segmented communications while fostering authentic connections through alumni and local representatives. These personalized strategies, combined with a focus on ROI, enabled institutions to differentiate themselves in a competitive market.

By introducing well-defined student personas and mapping student journeys, institutions ensured that each interaction was purposeful and impactful. This not only enhanced the student experience but also strengthened relationships, leading to better outcomes for all stakeholders.

Looking Ahead: Building a Resilient and Purposeful Future

As we look to the future, the sector’s resilience lies in its ability to embrace long-term trends. Flexible education models, such as online and hybrid programs, continue to meet the diverse needs of students. Employability remains a key focus, with institutions aligning their offerings with global talent demands. Trust and ethics in recruitment have become more important than ever, fostering transparency and strong relationships with students, agents, and partners.

The international education landscape in 2024 has been defined by transformation, collaboration, and innovation. This year reminds us of the power of shared knowledge and the strength of collective effort. Together, we have found ways to move forward with determination, creativity, and purpose. Every challenge we faced brought valuable insights that have shaped us for the better.

As we celebrate a year of learnings, we also look ahead with optimism. The coming year holds endless possibilities, and we are excited to continue building on the connections, ideas, and successes we have shared. To our clients, collaborators, and community—thank you for your trust, your dedication, and your unwavering partnership.

May this festive season bring you joy, peace, and togetherness. Wishing you and your loved ones a Merry Christmas and a joyful New Year. Together, we will shape a future of shared success and meaningful impact.

The demand for professionals equipped with robust soft skills has become increasingly evident in the field of international education, particularly with the rise of remote work setups and global collaboration. However, against the backdrop of the prevailing emphasis on hard skills in recruitment processes, institutions face the challenge of recognizing and engaging individuals who excel in interpersonal dynamics and cultural competency—qualities essential for success in this evolving landscape. Let's explore further to navigate this shift and investigate strategies to prioritize soft skills in international education.

The Changing Face of Recruitment: A Focus on Soft Skills

Traditionally, hiring in the international education sector has centered on assessing hard skills, such as technical expertise and academic qualifications. However, in today's remote work environment, characterized by geographically dispersed teams, the ability to communicate effectively, adapt to diverse environments, and collaborate seamlessly has emerged as paramount.

A critical question arises: How can institutions identify and recruit individuals based on their soft skills? Conventional recruitment channels often prioritize hard skills, overlooking candidates with strong interpersonal abilities. To address this gap, institutions must explore alternative avenues for talent acquisition.

Collaborating with Academia and Emerging Talent

A promising approach is to collaborate with academia to identify graduating students with exceptional soft skills, eager to develop their hard skills through on-the-job training. Engaging with academic institutions enables employers to tap into a pool of emerging talent brimming with fresh perspectives and a keen willingness to learn.

Moreover, leveraging social media platforms and online communities can offer insights into candidates' soft skills. Active participation in forums where individuals engage meaningfully and demonstrate collaboration skills can serve as fertile ground for talent discovery.

Partnerships with Industry and Educational Institutions

Collaboration with industry partners and educational institutions provides valuable insights into the evolving skill sets and competencies required in the international education sector. Engaging in dialogue with partners helps institutions identify emerging trends and demands in the workforce, informing curriculum development and soft skills training initiatives.

Internships, cooperative education programs, and industry-sponsored projects offer students opportunities to apply and refine their soft skills in real-world settings. Strategic partnerships bridge the gap between academia and industry, ensuring that graduates are well-prepared to meet the demands of the global workforce.

Embracing Soft Skills in Curriculum Design and Faculty Development

In addition to recruitment efforts, institutions must integrate soft skills' development into curriculum design and faculty development initiatives. Experiential learning opportunities, interdisciplinary courses, and co-curricular activities provide students with hands-on experiences fostering communication, collaboration, and cultural competency.

Investing in faculty development and training programs ensures that educators are equipped with the tools and strategies needed to cultivate soft skills effectively. Professional development workshops, peer mentoring programs, and faculty communities of practice empower educators to integrate soft skills' development into their teaching methodologies.

Innovative Hiring Practices: Assessing Soft Skills Effectively

Institutions can adopt innovative hiring practices, such as competency-based assessments and behavioral interviews, to evaluate candidates' soft skills. These assessments focus on qualities crucial for success in international education, including cross-cultural communication, adaptability, and problem-solving in diverse settings.

Additionally, integrating AI-driven recruitment tools enhances the identification of soft skills in candidates. By leveraging natural language processing algorithms, AI analyzes communication patterns, emotional intelligence, and teamwork dynamics, providing valuable insights into candidates' soft skills. This data-driven approach complements traditional recruitment methods, enabling institutions to make more informed hiring decisions and build a diverse and dynamic workforce.

Soft Skills in the Collaborative Economy

In the collaborative economy, where roles are decentralized and fractional, prioritizing soft skills becomes imperative. Individuals who excel in interpersonal dynamics, adaptability, and resilience are better equipped to navigate the complexities of remote work and global collaboration.

Insights from William von Hippel's "The Social Leap" shed light on leadership dynamics observed in the animal kingdom. Studying the evolutionary roots of social behavior offers valuable insights into effective leadership strategies. Just as certain species exhibit cooperative and adaptive behaviors to thrive in their environments, human leaders can learn from nature's playbook to foster collaboration, innovation, and resilience within their teams.

Drawing inspiration from Robin Sharma's "The Leader Who Had No Title," institutions should learn the importance of embodying leadership qualities at all levels of the organization. Sharma's insights into leading without a formal title underscore the significance of cultivating soft skills, such as emotional intelligence and self-motivation, in every individual within the institution. Embracing this philosophy fosters a culture of leadership and excellence, driving innovation and success in the international education sector.

The Right Combination Between Hard Skills and Soft Skills

In conclusion, as the international education sector navigates unprecedented challenges and opportunities, prioritizing soft skills is paramount for driving innovation and success. Proactively seeking and nurturing individuals with strong interpersonal abilities, leveraging AI-driven recruitment tools, and drawing inspiration from nature's leadership principles enable institutions to cultivate a workforce that not only excels in hard skills but also thrives in the collaborative and diverse environment of international education.

At geNEOus, the fundamental aspect of our training ethos is the cultivation of both hard and soft skills for leaders in the realm of international education. Join us in our Training Services to explore the nuances of leadership development and uncover how nurturing these essential soft skills can empower leaders to navigate the ever-evolving landscape of international education. Let's make this space a collaborative one with enriching conversations that go beyond the surface and delve deep into the heart of leadership excellence.

In our most recent episode of our monthly Ask geNEOus Anything series, we addressed a taboo topic: “How to determine marketing budget allocation and track student enrollment results?”. Through this article, we deep dive into the subject, in order to better understand how to maximize marketing ROI toward student enrollments.

In today's competitive higher education landscape, strategic marketing is crucial for attracting and enrolling students. Institutions face the challenge of allocating their marketing budgets effectively to reach the right audiences through the most impactful channels. A data-driven approach is essential to navigate this complexity and maximize return on investment (ROI).

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Accurate Data Collection and Analysis

The foundation of a successful marketing strategy lies in accurate data collection and meticulous analysis. Institutions must implement robust tracking mechanisms, such as UTM parameters, Google Tag Manager, and Google Analytics, to attribute student enrollments to their initial touchpoints accurately. This data should seamlessly integrate into a Customer Relationship Management (CRM) system, providing a comprehensive view of the student journey and enabling personalized communication strategies.

Common mistakes that institutions make include failing to categorize marketing sources accurately and overlooking the importance of separating organic and paid social media initiatives. By correcting these errors and implementing precise tracking, institutions can gain invaluable insights into the effectiveness of each marketing channel.

By continuously monitoring and adjusting marketing budgets based on real-time data, institutions can optimize their strategies and drive sustainable growth. If any online recruitment cost exceeds agent commissions, collaborating with education agents in specific geographical areas can be a cost-effective alternative. 

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Data-Driven Budget Allocation and Campaign Optimization

Armed with precise data, institutions can make well-informed decisions regarding budget allocation and campaign optimization. Here are some strategies to leverage data for maximum impact:

1. Educational Portals: Integrate portal data with CRM systems to identify leads generated through these platforms and tailor communication strategies accordingly. Differentiate between revenue from simple listings and enrollments resulting from targeted campaigns or newsletters to accurately measure ROI.

2. Paid Media Campaigns: Utilize personalized landing pages to track the performance of paid media campaigns across different platforms and objectives (e.g., brand promotion vs. program-specific initiatives). Allocate budgets based on platform performance to maximize ROI.

3. Education Fairs: Evaluate the ROI of both online and in-person events, considering factors such as lead generation, sustainability, and impact on enrollment goals. Integrate printed brochures into the marketing budget only if they contribute to the overall effectiveness of recruitment efforts.

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Navigating Digital Community Platforms

In the modern student recruitment landscape, social media and community platforms play a crucial role in engaging prospective students and fostering a sense of belonging. A balanced approach, combining organic and paid strategies, is key to success:

1. Organic Social Media: Embrace community management practices tailored to Gen Z/Alpha standards to foster engagement and enhance retention rates. Institutions like the University of Luxembourg have successfully leveraged organic social media initiatives through their Social Media Manager’s, Aswin Lutchanah, slogan “Smile, Create and Inspire”.

2. Paid Social Media: Amidst the TikTok hype, distinguishing between paid and organic strategies is imperative. Establishing an institutional presence organically before investing in paid campaigns allows institutions to build credibility and engagement within the platform's community.

3. Ambassador Platforms: The rise of ambassador platforms presents opportunities to amplify marketing efforts and enhance student satisfaction and retention. Measure ROI from these initiatives by evaluating their impact on both student enrollments and overall student experience.

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Embracing a Smarketing Approach

To truly optimize marketing efforts and drive student enrollments, a collaborative approach between the Marketing and Admissions departments is essential. This "Smarketing" approach involves breaking down communication silos and adopting a comprehensive Enrollment Management strategy, ensuring that marketing initiatives are aligned with enrollment goals.

1. Understanding the International Student Journey: Map the international student journey, from initial inquiry to enrollment, across various touchpoints, including digital marketing channels, educational agents, portals, and events. Allocate resources to track and analyze the effectiveness of each touchpoint in driving student engagement and conversion.

2. Exploring Innovative Channels: Allocate approximately 10% of the budget to experimenting with new channels, allowing institutions to stay ahead of the curve and capitalize on emerging opportunities.

3. Continuous Monitoring and Adjustment: In addition to journey mapping and ROI analysis, continuously monitor websites, landing pages, forms, social media accounts, associated search platforms, and new marketing initiatives to assess their performance. Adjust marketing budgets per source, intake, and geographical area based on real-time data to optimize strategies and maximize impact on student enrollment.

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Choosing an Education Marketing and International Student Recruitment Consultancy

Achieving maximum marketing ROI in education requires a multifaceted, data-driven approach that integrates comprehensive mapping of the international student journey, strategic resource allocation, and a collaborative "Smarketing" mindset. By leveraging advanced tracking tools and fostering cross-departmental collaboration, institutions can navigate recruitment complexities with confidence.

Continuously refine recruitment strategies based on data insights, ensuring every tactic contributes effectively to student acquisition and enrollment. This holistic approach enables institutions to optimize budget allocation, drive sustainable growth, and meet enrollment targets in the ever-evolving landscape of education marketing. By measuring the ROI of individual tactics, prioritizing initiatives for maximum impact, and effectively utilizing resources, institutions can propel their recruitment efforts toward success.

Are you interested in knowing more about how we can boost your enrollments by optimizing your institution’s marketing budget? Contact us and get a free audit!

In a world undergoing a transformative shift, businesses are rightfully scrutinized for their actions, approaches, and the impact they have on people and the planet. At geNEOus, we recognize the evolving landscape and the expectations of a new generation preparing for a volatile future. This generation demands genuine efforts from companies to do better and be better, and we owe them nothing less.

In the realm of education marketing, it is rare to find reports that go beyond the metrics of clients served and students recruited. However, we believe that our sector is no different from any other, as everything we do has an impact on the people we work with, the communities that support us, and the environment that sustains us.

The decision to produce an impact report for 2023 was made during our transition from NEO Academy to geNEOus in February of the same year. With limited structures in place for capturing necessary data, the report serves as a benchmark for the development and elaboration of the 2024 impact report.

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Environmental Impact and Commitment

As a digital-first consultancy, we acknowledge that our impact on the environment is less than that of traditional businesses. Nevertheless, we are committed to examining our emissions and making strides to reduce them. We extend an invitation to others in our sector to follow suit, irrespective of legal requirements applicable only to larger companies.

One area where we believe we can make a positive impact is in choosing to work with clients who align with our values. By supporting clients committed to social and environmental responsibility, we extend our impact beyond measurable metrics, aligning with our dedication to the transformative power of education as a force for social good.

We also invest time in thought leadership to be a voice for positive change in education. We actively support institutions and organizations positioned to provide such change. Our impact report explores the trade-off between attending conferences as speakers and panel members and the environmental impact on our scope 3 emissions.

Core Questions Guiding our Impact Report

The geNEOus impact report is guided by three core questions:

1. How do we support our community to meet future challenges, in order to give successive generations the best experience we can provide?
2. What impact do we make on our core community in the sector of Education Marketing & Recruitment?
3. What impact do we make on our internal team, our clients, and the social and natural environment in which we live and operate?

The answers to these questions are interconnected, as the impact we make on our core Education Marketing & International Student Recruitment community is not separate from the way we support them to meet Generation Z and Alpha where they need us to be. As such, the report seeks to answer these questions in smaller sections that fully explore each dimension of our impact on the different layers of stakeholders.

Shaping a Better Tomorrow

In embracing these core questions and acknowledging our limitations, we reaffirm our commitment to a holistic approach in assessing and improving our impact. Through transparency, collaboration, and continuous effort, we aim to lead the way in fostering positive change in education marketing, providing successive generations with the best experiences, and making a lasting impact on our community, team, clients, and the broader environment.

We invite our community to delve into the complete impact report, accessible here, and join us in the collective effort to amplify our positive influence on successive generations, our international education community, and the world we inhabit. Together, we can drive meaningful change and be better, for a purpose beyond profit.

Featuring from The PIE Live Boston, we're exploring a transformative journey fusing Artificial Intelligence (AI) and Customer Relationship Management (CRM) systems. As a speaker, at the event, Alejandra engaged with the audience by guiding them through the following question: How can institutions future-proof their strategies by harnessing AI and CRM to elevate both student and staff experiences?

Common Objectives Before Thinking AI

Before delving into the applications of AI, educational institutions collectively hold a set of common objectives, serving as foundational pillars guiding their strategic initiatives. These objectives encompass fostering growth through increased student enrollments, promoting cross-selling and up-selling to enhance retention rates, optimizing marketing and recruitment processes, and laying the groundwork for informed decision-making by improving data quality.

Simultaneously, institutions aim to simplify staff members' workloads, gain real-time visibility into marketing and recruitment performance, streamline conversion times from prospect to student, enhance the overall student experience, centralize data for collaborative decision-making, and increase conversions and return on investment (ROI). These shared objectives underscore the holistic approach institutions take to cultivate a thriving and student-centric educational ecosystem. But, where does AI sit in this journey to elevate these endeavors?

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AI Types in the Education Landscape

To comprehend how AI can propel these objectives into tangible achievements, a brief exploration of AI types within the realm of international education marketing and student recruitment is essential.

1. Predictive AI: This involves automatically filling out the end of phrases and employing recommendation systems based on data and CRM.

2. Generative AI: This encompasses the automatic generation of website content, copy, images, and presentations for marketing and admissions tasks.

3. Autonomous AI: This entails utilizing conversational AI with trained and customized chatbots, personalized AI assistants/agents/concierges that assist users across platforms.

This journey from predictive to generative and, finally, autonomous AI augments productivity capabilities, encompassing note-taking, summary creation, trend/pattern identification, and the creation of models to resolve bottlenecks.

Future-Proofed AI + CRM Journey for Students

Envision personalized emails about career opportunities tailored to the program of interest. With AI, institutions can automatically generate and send such emails at the optimal time, providing students valuable insights into their future careers. AI-driven remarketing tactics go beyond traditional methods, recommending content based on interactions to create a personalized approach to re-engage and nurture prospective students. Addressing hesitations in the enrollment process through AI concierge suggestions facilitated by conversational assistants dynamically engage potential students convincing them to overcome challenges and make informed enrollment decisions.

Future-Proofed AI + CRM Journey for Staff

For staff, the integration of AI and CRM translates to having access to a comprehensive source of truth. Aggregated data from internal sources (such as contact forms) and external data (like career outcomes' news) is centralized in the CRM, offering a holistic view for informed decision-making. Real-time data insights empower admissions teams to engage with prospects at the right time, avoiding dropouts and improving conversions. AI-enhanced analytics, dashboard visualization, and forecasting provide marketing teams with valuable insights, considering seasonality per recruitment source to support decision-making processes and optimize strategies.

From a Traditional Funnel to a 360 Degrees Student Journey

The future-proofed AI + CRM journey in education is reshaping how institutions connect with students and manage internal processes. From personalized emails and autonomous AI assistants to real-time data insights and predictive analytics, the integration of AI and CRM is not just a technological advancement but a strategic move towards enhancing the entire student lifecycle.

As institutions align their objectives, embrace AI types, and unlock augmented productivity, they are poised to revolutionize student recruitment and engagement in the years to come. Curious about how we can make this happen for you? Reach out to us, and let's accelerate your CRM + AI journey, providing you with a data-driven, 360-degree student journey for increased process efficiency.

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In the ever-evolving landscape of knowledge and expertise, the dynamic force of collaboration and shared experiences emerges as a priceless asset. Within the geNEOus team, the art of exchanging ideas, tools, and resources is a passion that drives us. Today, we extend our arms to our wider community, eager to illuminate a path strewn with the gems of our collective wisdom.

We are excited to share a collection of our team members' favorite resources. These span a wide spectrum, from books, blogs that have sparked transformative shifts in thinking, to online tools and apps that have streamlined our workflows and productivity.

Whether you're seeking to expand your horizons, enhance your skills, or simply find a new source of joy, we are confident that you will stumble upon an array of treasures resonating with your aspirations.

MOVIE: "The Pursuit of Happyness" - Chosen by Hamzah

Hamzah recommends a great movie that we think our geNEOus community will enjoy. "The Pursuit of Happyness" is an inspiring film based on a true story about a man named Chris Gardner, played by Will Smith. Chris overcomes many challenges to create a better life for himself and his son. This movie reminds us all that hard work, not giving up, and facing tough times are important when we want to achieve our goals. We can make positive changes in education, just like Chris did, by finding strength in difficult situations.

SERIES: “Sense8” - Picked Out by Ashley

Ashley brings in a series recommendation that reflects the spirit of our geNEOus team. "Sense 8" is a show that revolves around eight people living in different parts of the world, yet they share deep emotional and mental connections. Ashley sees parallels between the interconnectedness of the characters and the tight bonds within our geNEOus world. Despite physical distances, we remain remarkably connected, a testament to our shared purpose and unity. Ashley believes this series can remind us of our global ties, especially in a world where face-to-face interactions have become less common. Even as the world changes, our interconnectedness endures.

PODCAST: “Hidden Brain” - Proposed by Alejandra

Alejandra invites us to explore the "Hidden Brain" podcast, an audio space that delves into the intricacies of human behavior and psychology. This choice reflects Alejandra's curiosity about different geographic locations and the connections that bind us all. Just as she seeks to stay linked through technology during her travels, "Hidden Brain" enables us to understand the invisible threads that shape our thoughts and actions, complementing the team's pursuit of holistic wisdom.

BOOK: “Drive: The Surprising Truth About What Motivates Us” - Endorsed by Sole

Sole advocates for a book that's been popular for a long time. "Drive: The Surprising Truth About What Motivates Us" is a book that talks about what makes us want to do things. It's an interesting book that helps us understand how we can do better in our personal and work lives. It's not too hard to read, and it has lots of real stories to learn from.

DOCUMENTARY: “Life in Colour with David Attenborough” - Celebrated by Sara

Sara tells us about a series she really likes, "Life in Colour with David Attenborough." This show is like a beautiful painting of the natural world. Sara thinks about how animals adapt to their environments and change, just like our geNEOus team does. The series shows us how amazing nature is and how we can learn from it. Sara hopes it will inspire us to handle changes in our lives with strength and grace.

APP: “Headway” - Recommended by Mark

Mark introduces the Headway App, a valuable tool for busy individuals seeking knowledge. With a monthly fee, the app provides 15-minute summaries of impactful books and key critical theories. Ideal for those with limited time, this app offers efficient access to a wealth of knowledge.

SONG: “Doris Day - Que Sera, Sera” - Selected by Purity

Purity shares a song that has a special message, especially during uncertain times like the aftermath of the pandemic. "Doris Day - Que Sera, Sera" is a song that reminds us that sometimes we can't control everything in life. Purity understands how hard it can be to feel like things are out of our hands, and this song helps her find peace when things feel overwhelming.

We're happy to share our favorite resources with you. We hope you find something you enjoy from our list. Let's keep learning and growing together!

As the summer sun starts to shine brighter, it's the perfect time to revamp our marketing playbook, especially for us in the education sector. Let's face it, the hot spot to catch potential students and their families right now is social media. But what if we added a twist to the old story and brought sustainability into the mix? Let's delve into how we can merge Paid Media and Education for Sustainable Development (ESD) into a turbocharged strategy.

Creating a well-structured paid media strategy during the summer can give your educational institution a competitive edge, specially for those students and parents who haven't still made a final decision for the upcoming intake. It is key that your institution has strong visibility during this period, and an effective paid media campaign can shed a spotlight on your institution, making it a top choice.

Navigating the Changing Social Media Landscape

In an era where the social media landscape is constantly changing, it's critical for institutions to keep up with the times. Major platforms like Twitter (or should we say "X" now?), TikTok, Spotify, and Meta are shifting gears to remain competitive and relevant.

Remember when we knew Twitter as the platform with the cute blue bird logo? Well, thanks to Elon Musk, it's all about the mysterious black and white X now. Despite facing some hiccups, this rebranding could be part of a grand plan to morph Twitter into an "everything app". On the flip side, Meta's new platform, Threads, has exploded onto the scene, racking up more than 100 million users in less than a week! If successful, this could be a game-changer for education marketing!

Meanwhile, TikTok is jazzing up its offerings by adding text-only posts to its popular video content. It's also trying to rival Spotify and Apple Music with its new music streaming service. These expansions can provide educational institutions new ways to share their stories and engage with their audience, although with increasing subscription prices, institutions looking to advertise on Spotify might have to review their marketing budgets. 

The Role of Sustainability in Education Marketing

To attract potential students, it's crucial to have a presence on these popular platforms. But what's even better than just reaching out to potential students with the same old narrative on revamped platforms? How about serving future generations through a sustainability angle? Greenwashing and green-hushing aside, let's talk about how we can merge Paid Media and Education for Sustainable Development (ESD) into one powerhouse of a strategy.

From 2005 to 2014, the United Nations had this brilliant idea. They called it the "Decade of ESD", basically a worldwide push to make education more about creating sustainable societies. A report from UNESCO in 2017 showed that this idea caught on big time. ESD isn't just an extra credit project anymore; it's central to how we think about education.

Fast-forward to today. We're now in the thick of the Global Action Program (GAP) phase, where we're hustling to expand ESD actions to make sure all learners are ready to roll up their sleeves and get their hands dirty for sustainable development by 2030.

The Power of ESD and Paid Media

Real-life success stories, unique green programs, and video content showcasing your eco-initiatives can go a long way. Now, summer is prime time for students and their families to research future education options. So, it's the perfect opportunity to crank up the visibility for educational institutions, especially those taking the lead in ESD. A rock-solid paid media campaign can make your institution shine, attracting environmentally savvy students and their families.

Remember, Gen Alpha cares about climate change and sustainable development. They want to see that their educational institution is walking the talk on these issues. And this is where colleges and universities have some catching up to do with K12 schools. Students want to see their institutions making a real difference and committing to a sustainable future. 

In terms of paid media, this means promoting not just your institution's academic programs, but its green initiatives as well. Share stories of sustainability on your social media, show off your green campus initiatives, and let your students share their own eco-friendly experiences.

Tips for Successful Summer Marketing

So how can you hit a home run with your institution's paid media strategy this summer? Keep these tips in mind:

1. Know Your Turf: Make sure you've got a solid presence on the platforms that are popular with your audience.

2. Speak Their Language: Understand what your audience wants from an institution and know how to promote yourself to them.

3. Play Your Aces: Share real-life success stories, highlight unique programs, and use video content to bring your institution to life.

We're here to help you spark your summer marketing game. Looking to increase your visibility around the Sustainable Development Goals (SDGs) or simply need help navigating this ever-changing social media landscape to make your institution stand out from the crowd? Reach out to us, and let's have a brainstorming chat to help you to achieve this goal. Telling compelling, authentic stories can connect with Gen Alpha, and incorporating this into your marketing and communications strategies can help build momentum for a greener future. We're here to help you along the way.

As we continue on a digital transformation path of international education, community building platforms are proving to be an unstoppable force, revolutionizing the way international students experience learning. The paradigm has shifted from the traditional classroom-centric approach to a more holistic strategy that nurtures an environment of inclusivity, connectedness, and consistent support. Trust and genuine connections are not merely buzzwords but pillars of these thriving communities.

These spaces are a treasure trove of resources not just for future learners, but also act as engagement hubs for current students and evangelization platforms for alumni.

The Fabric of Connection: Powering Up With Community Platforms 

INTO University Partnerships recently launched a Gen Z-focused community platform. Designed with an understanding of the unique challenges faced by the younger generations of students, this platform fosters trust by providing real-time, relevant support and guidance. Students can interact with peers, faculty, and alumni in a safe, online environment, enhancing the authenticity of their relationships. 

The Student World App, another recent launch and a company from FPP, exemplifies how technology can be used to drive engagement, trust, and authenticity. It connects prospective students with educational institutions around the world, enabling direct, authentic dialogue. The platform's use of advanced algorithms ensures that each student receives personalized recommendations, creating an environment of trust and promoting genuine interactions.

Another notable player in this field is IDP, who recently acquired the Ambassador Platform, a tool designed to facilitate peer-to-peer conversations. Here, trust is built through shared experiences and firsthand insights. This platform allows prospective students to ask current students or alumni about their real-life experiences. It promotes genuine conversations that paint a realistic picture of life at a particular institution, thus aiding prospective students in making informed decisions.

The Social Hub, similarly, shifted its branding from The Student Hotel in order to leverage community building as a tool to forge genuine connections. Its ecosystem provides a unified space where international students can share their stories, experiences, and advice. It not only empowers students by giving them a voice, but also fosters an environment where they co-live with other stakeholders, giving them access to the corporate sphere in the same space.

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More Than Just Information: Cultivating Trust and Genuine Connections 

The rise of these platforms points towards a paradigm shift in the international education sector's approach towards student engagement. These initiatives offer an array of benefits to future students, current students, and alumni alike. For future students, these platforms are a reliable wellspring of firsthand insights, fostering trust, and genuine connections that aid in their academic decision-making journey. They enable learners to immerse themselves in the campus culture, academic environment, and peer experiences even before setting foot on campus.

For current learners, these platforms are engagement goldmines. They offer opportunities to connect, share experiences, and find peer support. By fostering a sense of community, these initiatives boost learner satisfaction, alleviate isolation, and enrich the learning experience.

For alumni, these platforms pave the way for evangelization and recommendation. Alumni can share their journey, mentor current learners, and advocate for their alma mater, thereby shaping the institution's perception and playing a role in attracting future learners.

With Gen Z and Alpha generations seeking authentic, immediate peer information, the burgeoning growth of community building platforms for international students is a testament to strategic initiatives fostering trust and genuine connections. These platforms are powerful tools for recruitment, engagement, and evangelization, enhancing the entire learner experience from prospect to alumni.

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Charting the Future: A Fresh Engagement Paradigm 

Whether your institution has a proprietary app or leverages community-building services, the transformative power of these platforms is undeniable. At geNEOus, we are passionate about supporting your community-building efforts, affirming the universal human need to belong. Learners who resonate with a community are more likely to provide authentic feedback, advocate for the institution, and contribute to its evolution. We foster organic connections and enduring relationships right from the beginning enduring their entire learning journey, across both online and offline spaces.

Education marketing and recruitment isn't just a funnel; it's a cyclical process. We offer our clients and partners three vital touch-points in this cycle: Web3 Community Development, Student Satisfaction & Retention, and Evangelist Program. Through these, we aim to help you engage with the fast-paced digital world, enhance learner satisfaction and retention, and nurture a network of brand evangelists. We are your trusted allies in this journey, helping you ride the learning curve, respond to international student needs, and leave a lasting imprint on the education landscape.

So, whether you're considering any of these services or are simply looking for authentic new ways to connect with your students, we at geNEOus are there for you to support you in your community building efforts.

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Last week was definitely one to remember! Yes, this was the week of the NAFSA: Association of International Educators 2023 Conference in Washington D.C.

Our Founder & CEO Alejandra Otero had the pleasure to be a panelist alongside Piet Van Hove, Nannette Ripmeester and Daniel Ponce-Taylor as they explored an emerging topic which is becoming a hot-button issue in intled: SDGs in Higher Education Marketing: Essential or Just Another Ingredient?

We are aware that not everyone in our sector was able to attend NAFSA, and we saw first-hand the level of interest our talk generated, so we have decided to dive into a more comprehensive recap for our friends and colleagues. 

We started by exploring the potential of the UN Sustainable Development Goals (SDGs) as a differentiator in higher education marketing. If you are new to the role of the SDGs in the field of Education For Sustainable Development (ESD), then why not read our 5-minute crash course. We also have a short podcast on why we in education really need to step up our efforts around sustainability. 

We examined the expectations of younger generations regarding social responsibility and the importance of the SDGs, which connects very closely to the rise in focus on impact rankings for Higher Education. At NAFSA, however, we focused more specifically on the role of SDGs in higher education marketing, particularly in relation to employability and student recruitment.

Our objectives here were to establish the SDGs' relevance as a sustainability framework in higher education, evaluate their marketing prominence, assess the importance of SDG literacy for the future, and generate innovative ideas for incorporating them into marketing campaigns. It all started with asking the 3 following questions:

1) Is there any difference in the way institutions are showcasing their impact on sustainability based on the institution type?

When it comes to showcasing their impact on #sustainability, the approaches do actually vary based on the institution type. 

Business schools are undergoing a transition from a for-profit mindset to a for-purpose mindset. This shift in mentality emphasizes the importance of sustainability and #socialimpact. To showcase their commitment, business schools employ full marketing tactics; leveraging hashtags, events, dedicated landing pages, and videos. They actively engage in raising awareness and promoting their sustainability initiatives. Moreover, business schools place a higher focus on preparing students for the #jobsofthefuture, enhancing their #employability in the sectors which are more explicitly connected to sustainability. 

Case Study 1: NYU Stern Center for Sustainable Business (CSB) - "A Better World Through Better Business". CSB's core mission is to unlock the business value of sustainability and catalyze transformative change. Founded on the principle that sustainable business practices are not only ethically sound but also beneficial for enterprises, NYU Stern School of Business' CSB engages in education, research, and industry influence. By showcasing the financial advantages of integrating sustainability into business practices, CSB equips current and future corporate leaders with cutting-edge frameworks for proactive and innovative sustainability strategies, thereby gaining a competitive edge, and making a positive social impact.

Case Study 2: RSM Erasmus - Driving business through the SDGs - this concise 7-week online program offers a valuable opportunity to enhance awareness regarding the pivotal role of business in driving the transition towards sustainable development. It provides participants with foundations to assess the efficacy of current business strategies in making progress towards the SDGs. Additionally, this program serves as an excellent stepping stone towards other comprehensive full-time programs delivered by Rotterdam School of Management, Erasmus University, catering to an already engaged audience eager to translate their initial learnings into impactful action.

Case Study 3: Under the banner of #INSEADforGood, INSEAD has been walking the talk through various initiatives: the SDGs Speaker Series, the Business & Society Summit, their Mission To Change Podcast and Quarterly Activity Updates they provide their audience with, among others. These endeavors highlight the financial opportunities linked to embracing the SDGs. This resonant message has influenced the discourse led by INSEAD's Hoffmann Global Institute for Business & Society, advocating for business education to align with the SDGs. Engaging students and alumni in hands-on projects on demonstrating how corporate ventures that generate positive impact can also be profitable has been one of their missions on this SDG road, going one step beyond the traditional CSR route.

See the slides here

Case Study 4: according to a recent report from AACSB, two other French institutions have also been engaging on a hands-on approach for their students in regard to SDGs. As a matter of fact, EM Strasbourg Business School in France, offers internships to students who propose ideas on how to further advance the SDGs, allowing them to implement their plans. Similarly, Emlyon business school targets one SDG each year through its events, courses, conferences, and partnerships, equipping students from day one with the tools to address associated challenges.

In contrast, universities are tending to focus less on marketing and more on the implementation of sustainability practices across their operations, leading to a complete revamp of their operational models. They prioritize a transversal approach, integrating sustainability into various facets of their institution. As a result, universities receive higher ratings and recognition in sustainability rankings, demonstrating their holistic dedication to the cause. Moreover, they make significant contributions to the field through a substantial volume of academic research papers dedicated to sustainability. Furthermore, universities are evolving into living labs and #innovation centers that serve as hubs connecting local governments, research institutes, and businesses, thereby playing a transformative role in enhancing community-wide efforts.

Case Study 5: Impact rankings. In contrast to conventional rankings that assess factors like research quantity, teaching quality, and staff-to-student ratio, impact rankings evaluate an institution's contribution to a sustainable future for the planet, society, and economy. Two prominent rankings, the Times Higher Education (THE) Impact Rankings (Times Higher Education) and the QS Sustainability Ranking (QS Quacquarelli Symonds), showcase a fascinating list of universities either through an SDGs lens or environmental and social impact respectively. These rankings frequently diverge from traditional academic rankings in terms of the institutions included and their geographical locations. As a result, previously unfamiliar universities have the opportunity to gain prominence, disrupting the traditional hierarchy, and reshaping the criteria that prospective students consider when choosing a university.

See the slides here

Case Study 6: SDGs Research Dashboards provide schools with valuable insights into the actions taken by institutions worldwide to address each of the goals. These dashboards enable schools to identify collaboration opportunities, benchmark their efforts, and stay informed about global initiatives. As an illustration, Saint Joseph's University in Philadelphia has created a tool that provides visibility into the actions taken by schools worldwide, although it is currently predominantly utilized by American universities to showcase their SDGs research. Similarly, Aurora Universities in Europe has created a tool to visualize the research focus of their member universities in relation to the SDGs. 

See the data here

Case Study 7: The University of Surrey has consolidated its institutional operations and activities related to the SDGs in a comprehensive Sustainable Development Goals Report. Unlike mainstream, the University of Surrey has gone beyond focusing on emissions targets and biodiversity on campus. They have embraced sustainability in areas such as gender equality, equity of opportunity, innovation, and the circular economy. In essence, they have addressed the issues that matter to young people in their pursuit of a better world, in a visually appealing and very comprehensive report which is engaging for all stakeholders. 

Case Study 8: The Aga Khan Foundation Learning Hub empowers development practitioners and communities by providing accessible online content on key topics. With 50+ years of experience, they collaborate to enhance quality of life and promote self-reliance in underserved communities. Mapping their offerings to specific SDGs ensures comprehensive coverage and expands their impact. By using SDGs as a universal framework, they bridge silos between NGOs and other institutions, fostering new networks and connecting learning to global issues through specific challenges.

See the Learning Hub here

To maximize the benefits and expertise in sustainability, both #universities and business schools can collaborate through public-private partnerships. Such collaborations would allow them to leverage each other's efforts and knowledge. By embracing these partnerships, institutions can collectively work towards a more sustainable future, combining academia, business, and the strengths of both sectors.

2) Can showcasing an institutions' impact on sustainability through the SDGs attract younger generations, such as Gen Z and Alpha?

The role of Sustainable Development Goals (SDGs) and sustainability in general is crucial in education marketing, student recruitment, enrollment management, and student retention, especially for individuals and market segments that prioritize social responsibility and seek to make a positive impact through their education and career choices.

One significant aspect is the influence of social media engagement, particularly among Gen Z, who are known for their social consciousness. Online #influencers such as Jhanneu, Shelbizleee and TheAmandaGorman actively participate in discussions on sustainability and promote social and environmental causes, resonating with socially-conscious individuals.

Youth-led movements also play a significant role in advocating for climate action and social justice. Initiatives like FridaysForFuture spearheaded by Greta Thunberg, have encouraged school students to skip classes on Fridays to demand action from political leaders to combat climate change. Additionally, the Malala Fund, founded by the young Pakistani activist Malala Yousafzai, advocates for girls' education, while One Young World brings together a global community of young leaders to work on social impact initiatives.

All of these disparate personas and activities have but one framework in common to contextualize their objectives and sense of purpose: the SDGs.

Surveys and studies have revealed that sustainability and social responsibility have an influential role in decision-making when choosing higher ed institutions. 

Students now consider how their studies can contribute to a positive impact on global issues, beyond simply deciding on what and where to study. At the 2022 Times Higher Education Global Sustainable Development Congress in Glasgow University, Tony Chan, President of KAUST (Saudi Arabia), said that “more and more students are coming to us asking not what they might study, or what career they might pursue, but rather how they might help to solve the issues they care about”.  

A worldwide online survey by the National Union of Students UK in 2018 found that "91% of respondents believed their place of study should actively incorporate and promote sustainable development." However, only "17% rate their uni as "very good" in relation to the action it takes to limit the negative impact it has on the environment and society". In other words, there is still work to be done, as "25% of the surveyed students had never heard of the SDGs".

Digging deeper, a study by the Pew Research Center in 2021 stated that "young adults were far more concerned about climate harming them personally at some point in their lifetime than other adults were in most countries surveyed". 

These findings primarily originate from developed economies, underscoring the growing significance of enhancing sustainability efforts and setting a positive example for leading economies. It is crucial for the "Global North" to address the imbalances they create, as their actions not only impact themselves but also disproportionately burden the "Global South". In addition to improving sustainability practices, support must be extended to the developing nations to mitigate the future consequences of global issues, especially considering their limited resources to move beyond meeting the current needs of their citizens. 

According to The World Economic Forum's Future of Jobs Report for 2023, the labor market is anticipated to undergo a significant transformation, with a projected "loss of 83 million jobs and the creation of 69 million new jobs over the next five years" (Figure 3.1). Notably, Sustainability Specialists are expected to experience substantial growth in the workforce, ranking second in terms of occupational growth after #AI and machine learning Specialists, which are forecasted to be the leading occupation in generating new jobs (Figure 3.3). This highlights the urgent necessity for Higher Education institutions to integrate comprehensive sustainability practices and adequately prepare GenZ and GenAlpha for future employability success. However, it should be noted here that all jobs will be impacted by the need for sustainable thinking and decision-making. 

As a result, institutions now have a new competitive advantage by being selected by students based on criteria beyond the traditional factors of education quality, affordability, location, or subject of studies. This presents an opportunity for #governments to galvanize their actions on sustainability as a nation. Joint public-private #partnerships can recognize the importance of sustainability and work together to integrate the SDGs into curricula and global citizenship activities, educating students and society about global challenges and engaging them in sustainable development efforts.

An excellent example of this is the GALLANT project in Glasgow, in which the University of Glasgow has developed a “living lab” to research and test solutions to support the local government and council to improve the sustainability of its community. Students are actively involved in helping to solve tangible problems like air quality, barriers to active travel, and resistance to circular economy initiatives. 

It is important to note that awareness and engagement levels may vary across regions, socioeconomic backgrounds, educational contexts, and global exposure, but this is indeed why the SDG goals and indicators are regionally adaptive. 

3) Where to start/continue taking previous findings into account?

As the countdown to 2030 continues its rapid pace, it is crucial that we come together to empower both ourselves and our institutions in order to make a significant contribution to a sustainable future. We've therefore brainstormed on 10 actions that we recommend institutions to implement as they walk the talk:

1. Align institutional values and strategy with the SDGs: Ensure that the core #values and overall #strategy of the institution are in line with the SDGs, demonstrating a commitment to adopt sustainability as a macro lens for all decision-making processes. Embed sustainability as an integral part, to the point of infusion, becoming inherent and essential rather than an add-on.

2. Understand socially and environmentally conscious students: Focus on engaging with socially and environmentally conscious #students to better grasp their expectations and encourage them to advocate for sustainable initiatives, inspiring others to join their cause, and actively supporting the learning and development this requires.

3. Embed sustainability practices institution-wide: Go beyond mere rhetoric by incorporating sustainability practices throughout the entire institution. By actively implementing these practices, the institution can avoid being perceived as engaging in #greenwashing. This is an essential element of culture building as the institution grows towards becoming an agent of transformative change. 

4. Showcase sustainability efforts: Promote sustainability initiatives on various platforms such as social media, events, websites, and conversations with current and prospective students. This visibility helps raise #awareness and encourages #engagement in sustainable practices. Storytelling is key here, and marketing professionals will find that there is broad scope for creativity and also for student-lead communication. 

5. Integrate the SDGs into the curriculum: Incorporate the SDGs into the #curriculum and educational programs, providing students with practical skills and knowledge related to sustainable development. This prepares them for future careers aligned with sustainable practices.

6. Encourage sustainability training for staff: Offer sustainability and SDGs-related training to #staff members across all areas of expertise to empower them with knowledge and tools incorporating sustainability into their roles, thus fostering a better world. This also facilitates institution-wide culture building.

7. Raise awareness on a changing employability landscape: Inform potential students about the evolving job market and the importance of being prepared for the jobs of tomorrow. Position the institution as a bridge to a sustainable future by aligning its programs with the changing #employment landscape. The focus should be more on skills and not necessarily knowledge related to specific professions as the future is highly uncertain. 

8. Foster partnerships for social impact: Accelerate social impact and leave a lasting legacy by committing to specific SDGs and fostering #collaboration between the public and private sectors. Embrace SDG 17 (Partnerships) to enhance community cohesion and drive sustainable change.

9. Inspire through purpose-driven actions: Inspire altruistic audiences by taking long-term actions that have a meaningful impact on society. Incorporate SDG targets into initiatives attracting entities for funding, developing case studies, organizing intra/entrepreneurial challenges, and implementing project based learning.

10. Include sustainability metrics in student recruitment/enrollment: Make a commitment to measure the impact of sustainability and the SDGs in student recruitment and enrollment. Move beyond traditional Key Performance Indicators (KPIs) such as the number of students recruited, revenue generated, and academic achievements, to integrate sustainability impact measurement metrics in budgeting and goal-setting processes.

In the realm of higher education marketing, sustainability integration should go beyond engaging younger generations and be prioritized as an essential collective ingredient. Interpretations of sustainability vary among individuals. From a marketing perspective, we should unite all aspects, break down silos, and build our communication around the comprehensive framework of the SDGs, which goes beyond popular themes like climate or environment, encompassing all our activities. Embracing this shared #vision empowers us to proactively strive towards the creation of a more promising future. It's important to acknowledge that this endeavor is not a sprint, but rather a marathon, with layers of development happening each academic year as we build upon the previous successes.  Let us unite in our preparation and training, as we strive together for the grandest race towards a sustainable world of international education!

So, do you still doubt if SDGs in Higher Education Marketing are Essential? Get in touch, and we'll be glad to share our thoughts and exchange ideas with you. We at geNEOus are here to help you explore the practical steps towards integrating the SDGs into your international marketing and student recruitment practices.

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Way back in 2005 the United Nations mobilized the forces of education with a powerful call to action. The “Decade of ESD” (Education for Sustainable Development) triggered lots of activity on a global scale, to ensure that education could play a more conscious role in developing the mindsets, skills, attitudes, and behaviors of a sustainable society beyond 2030. 

The result, according to a 2017 UNESCO report, was that “Education for sustainable development is no longer an “add-on” in the curriculum alongside environmental, consumer or climate education;... offering an opportunity to fundamentally rethink education…. which assumes that education for sustainable development and the idea of sustainability are not only important for teaching and learning processes but also for the development of educational institutions, whether they are day-care centres, schools, universities or vocational institutions.”

We are now well beyond that decade of ESD, and now find ourselves in the less-inspiringly titled “GAP”. The GAP (Global Action Program) phase of  “generating and scaling up ESD actions in all levels and areas of education, training and learning” means that by 2030 all learners are ready to actively support sustainable development. However, the progress towards this between schools, universities and vocational institutions shows a whole lot of variance. Not for the first time, nor for the last, it is the K12 sector leading the way.  

A holistic approach to sustainable development

Let us take Scotland for an example. At the present moment, vocational colleges are at varying stages of embedding sustainability in learning, but the “leading” institutions (according to the FE Sector Roadmap) are still few enough to really stand out as notable. 

Universities, with their bigger budgets and resources to draw on, are further along, but even many leading institutions have yet to fully integrate sustainability across their curricula. Thus, a real gap between the committed strategy of its leadership teams with the general teaching staff and students, who are not yet sharing a common experience or exposure to sustainability in the learning environment.

In K12, however, Learning for Sustainability (LfS) was enshrined in the K12 education system back in 2012 with the added dimensions of global citizenship and outdoor education (or nature-based learning). 

Since then, the K12 work towards sustainable development objectives has been committed and relentless, with mass training of teachers, resources being shared at a dizzying pace, and more webinars than you could ever watch in a lifetime! 

This is reflected across the global north. Germany has fully embedded sustainability from the moment a learner begins formal schooling. The South Pacific Island of Vanuatu has embedded the teaching of sustainability through theater in their education system, and even created pathways for the young learners, in turn, to then teach their communities. 

India started in 2002 to teach “localized” sustainability issues across their K12 schools, where there was an emphasis on taking action and developing empowerment and agency. Again and again, it is K12 moving forward way before Higher and Further Education began to even really develop any meaningful progress. 

So, great. K12 schools are doing well with this, and HE/FE are starting to catch up, so what is the problem?

Visibility matters

Picture this. You have come up through an English K12 system, where sustainability has been in the fabric of everything you learn. From community action projects to visibility of SDG-connected actions all around campus, and you may have even done the new GCSE course in Climate Change. 

You finish high school with an awareness of the huge challenges the world faces, but also with personal experience of actually exploring these issues, and breaking them down by taking action in your community. 

Arriving in college on day 1 and, beyond the recycling bins, and a mention of new solar panels on the website, there is just no sense of continuity. That feeling of being part of a shared journey towards a better world for you and your children is just…absent. 

Globally, students want to see evidence of their institution really doing something about sustainability. Logically, if we consider that Gen Alpha take climate change and sustainable development very seriously, and have already likely experienced a learning environment where those values are shared by the institution, this must feel like a shocking disconnect. 

Crunch time for colleges and universities

Time has run out. No, not the time we need to secure a liveable future for humans on this planet; there is still a little hope there. Time has run out for institutions who thought they had a little wiggle room. Lots of great progress is happening throughout our colleges and universities, but their commitment to Education for Sustainable Development is not visible enough at ground level, not embedded enough to ensure equal exposure for all students, and generally just not coherent with the high standard set by K12. 

If we really want to attract and retain not just students but younger staff members too, then the time to really join up the dots between strategy and reality is now. Young people need to believe that we are in this with them, doing the work and making a difference. 

To talk with us about how to build visibility around the SDGs and institutional activity, just reach out to connect. The one thing that is just the same about Gen Alpha is that the power of good storytelling and authentic communication doesn’t hit any different, and integrating this into marketing, student recruitment and communications can really help to build momentum for those deeper changes that yet remain to be tackled. For all of this, we are here for you.  

NAFSA isn’t the organization that sends you up into space (you’re thinking of someone else), but down here on the blue planet, it is one of the biggest stars in the international education conference circuit. 

Touching down in Washington DC on May 30th 2023, thousands of international education professionals will attend this conference and expo to connect, share, learn, grow, inspire and help to build a more inclusive future for this diverse and exciting sector we call home. 

The event is one small step for veteran NAFSA pilot Alejandra Otero, geNEOus' Founder & CEO but, well, let’s say a bigger step for geNEOus' Managing Director, Sole Palamenghi, who is attending for the first time. 

But the biggest leap is perhaps reserved for geNEOus itself; attending for the first time with our renewed brand.

‍We have to talk about the future

Alejandra’s “small step” is misleading, because in fact, there is a first for her at NAFSA 2023 as well. For the first time, Alejandra will be a speaker at the event, and this is a talk you won’t want to miss. 

NAFSA is all about “bold ideas and global perspectives”, and so, the perfect space to talk about the United Nations Sustainable Development Goals in HigherEd marketing, especially through an employability and student recruitment lens.

Joined by EAIE President Piet Van Hove, Daniel Ponce-Taylor of International Outreach Initiative and Expertise in Labour Mobility Director Nanette Ripmeester, the panel will be asking whether SDGs can become a differentiator in Higher Ed marketing, whether new generations have higher expectations of social responsibility, and what's the importance of the SDGs. 

‍A values-driven, future-conscious generation

POV- You are Gen Alpha (they say POV btw). You are coming up through a K12 school system in which sustainability is embedded. There are environmental action groups, the LGBTQ+ group meets once a week, and global citizenship is framed throughout your education. Words like equity and diversity are commonplace, and you are encouraged to care for the world and its people around you. 

You are immersed in a news cycle of “AI will disrupt every job” and “we can’t predict the future”. The climate talk is one of doomism, and phrases like “tipping point” and “faster than previously expected” are ringing in your ears. 

You want to be involved in the things you care about, and you want to see your values reflected in the next place you study. Clicking on the university website, however, there is an absence of these themes. There is a sustainability policy, some talk of values, but it is mainly about employability and graduate success, based only on the world as it currently is. This is a huge disconnect. 

The SDGs and Education for Sustainable Development

In a survey by Students Organising for Sustainability, 92% of the 7000 respondents felt that “sustainable development is something which all universities and colleges should actively incorporate and promote.” 

A huge 90% of respondents also said they would be willing to “accept a salary sacrifice to work in a company with a good environmental and social record”.

So now we see the connection. Embedding the lens of sustainability in HigherEd learning is no longer a nice-to-have, but part of the sector assuming its role as a transformative change agent. How else will the net generation build the mindset, agency, competencies, and skills to build a better world in a rapidly closing window of time? 

Education for Sustainable Development is coming into the sector at varying speeds, but what we fail to see is that message being communicated externally. There is a typical focus on “green”; that narrow part of sustainability that only deals with the environmental dimension and not the social or economic. 

The SDGs and HigherEd marketing

Building adaptable skill sets and complex problem-solving abilities, understanding the key drivers of sustainability in our future sectors, and how to react to the potential disruptors ahead; this is what students need to hear. Employability is fluid in a changing environment, but core transferable skills are perennial. 

Threading their education with the underlying theme of climate justice and social equity, cross-cultural skills and a normative understanding of different approaches and values across global societies; this is what students need to feel. 

The world is smaller, and more fragile than ever. A marketing approach that does not put a sustainable future for all as front and center, is not in tune with a generation that will have to deal with the mess we have left them. Failing to center sustainability in our messaging is missing the tone of an entire generation. 

And the best of it? The SDGs are a human story. Storytelling-that most potent of narratives, which lights up more brain sectors than almost anything else- is key to SDG communication. How our institutions remove barriers to access, support diverse learners, contribute to the communities around them, and open up the issues we must explore and confront; these are stories that must be heard by a generation that has the entire world on its shoulders. 

So if that resonates with you, then do come to our session on Thursday, June 1, 2023 at 9:30AM and let’s explore how your institution can start to bring this messaging and tune in to a generation that needs and deserves our leadership on this. 

Are you in education marketing or student recruitment? Despite the handy “M&R” phrase, we meet so many colleagues who talk of each component as two entirely separate planets.

Given how competitive things are in education, we think it's vital for education institutions to understand the link between marketing and recruitment and to make sure they are working and communicating hand in hand.

If we go back to basics and define the terms, marketing in education refers to the strategies and tactics that educational institutions use to promote themselves to prospective students, parents, and other stakeholders. Recruitment, on the other hand, refers to the process of attracting and enrolling new students to the institution. 

Even stripping them back to their elemental forms, they completely overlap. While to some, marketing and recruitment may seem like two different things, they are both part of the same process: catching new students' attention and enrolling them.

Marketing and recruitment have more in common than we might think. Both require a deep understanding of the target audience and the ability to connect with them on a personal level. In both cases, it's all about building relationships and creating a sense of community. Both also require a keen eye for detail, whether it's analyzing data or reviewing applications.

So, are their differences really so significant in reality?

International student marketing is from Mars

It's all about strategy and logic, just like the Roman god of war. Marketers use data and analytics to determine the best approach for attracting students to their institution. They focus on creating a strong brand image, using vibrant colors, and relatable messages to make students feel at home.

Marketing is the foundation of recruitment. Marketing gets them interested in the first place by giving them all the info they need to make them truly aware of where and what to study, or why they should consider such a program and or institution.

Let’s put it like this: without marketing, potential students would not know that an institution exists. A strong marketing campaign builds an institution's reputation, which in turn attracts potential students. 

When a school has a strong brand and reputation, it is easier to attract new students. Marketing campaigns that communicate an institution's values, mission, and strengths, help to create a strong brand identity that resonates with students. Strong recruitment performance is great, but we should acknowledge that it is built on the developmental work of consistent marketing and brand building over many years. 

Let's take the example of the 2020/1 challenges, as institutions that invested in digital marketing before the pandemic were able to pivot quickly and effectively to a digital recruitment model. If institutions weren’t so invested in digital marketing pre-pandemic, they certainly moved to change that. As they could see, it allowed them to target their marketing efforts more effectively, and reach students who are a good fit for their programs. Naturally, this improved recruitment outcomes as they were already talking to the right prospective students. Those more targeted conversations were able to yield more specific insights that in turn strengthened marketing efforts again.

Marketing is evolving all the time, and as we discussed in our most recent article, empathy marketing and community building are becoming critical levers to help students feel engaged and supported by an institution, as they become students. This not only supports recruitment, but also retention rates. 

International student recruitment is from Venus

It's all about emotions and feelings, just like the goddess of love herself. Recruiters use a variety of tactics to appeal to students' emotions and persuade them to choose their institution. They rely on their communication skills to provide students with the information they need to turn interested students into enrolled students.

Don’t worry, recruitment folks. It sounds like marketing is getting all the shine, but this is not that. Recruitment, then, is a continuation of the marketing process. Once an institution has attracted potential students, the recruitment process begins. This is where admissions teams engage with prospective students, providing them with information and answering their questions about the institution.

Recruiters need to be really in tune with the messaging from marketing, so that they can understand the type of expectations potential students are arriving with, and what the key draws for them might be. With good communication, this process will be seamless.  

In the USA, universities have enrollment management teams, while in Europe, they have admissions management teams. The difference in nomenclature may seem minor, but it speaks to a more significant difference in approach.

Enrollment management teams are responsible for every aspect of the student's journey, from the first inquiry to graduation. They analyze data to create targeted campaigns and recruitment strategies, working closely with government agencies, such as the Department of State (DOS), to ensure that international students are granted visas efficiently and effectively.

On the other side of the Atlantic, admissions management teams are responsible for selecting the right candidates for the university. They work closely with university departments to ensure that applications are reviewed thoroughly and that the most qualified students are selected. Admissions management teams do not have the same level of interaction with government agencies as enrollment management teams in the USA.

So, what can we learn from these differences and similarities? Perhaps the most important lesson is that there is no one-size-fits-all approach to marketing and recruitment. Every market is unique, with its own challenges and opportunities. It's essential to understand these differences and adapt accordingly.

Star Wars or Star Peace?

International student marketing and recruitment may be from different planets, but these are intertwined and interconnected, each playing a vital role in attracting international students to institutions worldwide.

In truth, the relationship between marketing and recruitment is not one-way and is actually symbiotic. Recruitment also informs marketing. As admissions teams interact with prospective students, they get valuable insights into the types of students who are interested in their institution. This information can be used to fine-tune marketing strategies and campaigns to better resonate with prospective students.

Both marketing and recruitment are aimed at attracting international students to a particular institution or program. Marketing aims to create brand awareness and attract students' attention through various channels such as social media, email campaigns, and advertisements. Recruitment, on the other hand, involves interacting with potential students and guiding them through the application process.

Marketing is all about being creative and standing out in a crowded marketplace. Marketers are like the peacocks of the education industry, flaunting their colorful feathers to attract potential students. Recruitment, on the other hand, is more like a dating game. Recruiters are the smooth-talking wingmen, helping students navigate through the complicated and confusing process of applying to a foreign institution.

Whether you are a from Venus or from Mars, there is a common goal: to demystify the myth of separation between marketing and recruitment because it is just that – a myth. Marketing without Recruitment/Enrollment/Admissions teams are like the moon without the sun, and Recruitment/Enrollment/Admissions without Marketing teams are like the sun without the moon. They both flash their light in different moments of the day and are equally important in the galaxy of international marketing and student recruitment.

We are M&R. That sounds like it could be a good slogan actually (don’t steal it), but we say this because we specialize in bringing M&R teams together, streamlining processes and communication flows, and building a common sense of purpose and approach. To talk to us about how we can give your M&R some TLC, just drop us a line on our contact form here.