fbpx
Market intelligence for international student recruitment from ICEF
24th May 2023

Nearly two-thirds of US colleges now working with agents

Short on time? Here are the highlights:
  • More than six in ten US colleges are now working with education agents
  • Education agents, meanwhile, say that student preference and US career opportunities are among their top reasons for recruiting for the US
  • Agents also note that costs of study in the US and visa issues remain major challenges this year

A 2016 survey of US colleges and universities found that about four in ten (37%) were working with commission-based education agencies at the time. A similar survey from 2021 put the proportion at just under half (49%). And now, a little more than a year later, a new survey of US colleges finds that 62% of respondents are actively engaged with agents. Of those that aren’t already working with agents, nearly all (98%) say they are considering partnering with agents in the future.

“This is a sector-wide shift," says BONARD's Chief Intelligence Officer, Patrik Pavlacic. "And it will be interesting to monitor the situation in the immediate future, as the sector moves on from the pandemic crisis and study destinations globally compete aggressively for student recruitment.”

That latest study, The State of The International Student Recruitment and Enrollment Field Survey, was released today by The American International Recruitment Council (AIRC) and industry research specialists BONARD, with the support of the National Association for College Admission Counseling (NACAC) and the Association of International Education Administrators (AIEA).

The study gathered responses from roughly 200 US colleges and 100 education agencies in order to provide a multi-perspective view of the state of international student recruitment in the US.

Educator-respondents reported weighing a number of factors when vetting a new education agent, including the market where the potential partner is based, quality of students referred, and external certifications or reference checks.

Attributes of importance when vetting a recruitment partner; the higher the score, the more important the attribute. Source: AIRC/BONARD

Most indicated a preference for agent compensation based on a fixed post-enrolment per capita fee (63%), as opposed to a commission based on a percentage of either gross (17%) or net (17%) tuition.

How institutions are approaching recruitment

Just over half of responding colleges (54%) say that international recruitment at their institutions is organised and carried out within their admissions office. As we see in the table below, others rely on recruitment staff within their international offices, or as carried out by multiple operating units across the institutions.

Unit international student recruitment is organised and carried out by. Source: AIRC/BONARD

The survey also finds that US colleges are recruiting across a wide range of channels, with virtual events still the most prominent (93%), followed narrowly by in-person events for nine in ten respondents.

Channels used by U.S. institutions to recruit international students. Source: AIRC/BONARD

The agent's perspective

Agent-respondents to this year's survey say that market demand/student preference (54%), along with US career opportunities (18%), and "increasing the number and variety of institutions we serve" (18%) are their main reasons for recruiting for US institutions.

Responding agents also reported a number of challenges in recruiting to the US, including costs (65%) and visa issues (53%). An accompanying statement from AIRC/BONARD adds that, "Crucially, almost a third of educational agencies (29%) report not having enough partners in the US, which indicates there is scope for further partnership-building opportunities."

Challenges recruiting to the US, as reported by agencies. Source: AIRC/BONARD

To that point of building new agent-educator relationships, the survey report adds that agents prioritise the programmes offered by a potential institutional partner, followed by considerations of cost, ranking, student life, and career supports/graduate outcomes. "Overall, the survey reveals that educational agencies place the highest importance on how their partner institutions benefit their student clients," adds the report.

Important attributes for agents when vetting an institutional partner. Source: AIRC/BONARD

For additional background, please see:

Most Recent

  • Recruiting international students in Cameroon Read More
  • Germany: Outbound language travel grew again in 2024 Read More
  • Enrolment surges in Spain’s language teaching sector Read More

Most Popular

  • Which countries will contribute the most to global student mobility in 2030? Read More
  • Research shows link between study abroad and poverty alleviation  Read More
  • Beyond the Big Four: How demand for study abroad is shifting to destinations in Asia and Europe Read More

Because you found this article interesting

Recruiting international students in Cameroon FAST FACTS Official name: Republic of Cameroon Geography: Cameroon is in Central Africa on the Gulf of Guinea....
Read more
Germany: Outbound language travel grew again in 2024 The 2024 annual report from the German Association of Language Travel Organizers (FDSV) reports continuing growth for the...
Read more
Enrolment surges in Spain’s language teaching sector Enrolment in Spanish language schools in Spain has now surged past pre-pandemic levels. The post-COVID recovery really took...
Read more
United States: Government enforcement action on schools, universities, and international students intensifies The Trump administration is intensifying its scrutiny of US higher education institutions and international students. As of April...
Read more
UK commission calls for a more strategic and sustainable approach to international student recruitment The United Kingdom’s most recent international education strategy was released in 2019. It set a target of attracting...
Read more
Ireland: Non-EU international students will be most affected by a new, increased threshold for available funds The Irish government has announced increases in the minimum funds requirements for foreign students. The changes will come...
Read more
SEVIS data reveals decline in international enrolments in the US in 2024/25 The Institute of International Education’s (IIE) Fall 2024 Snapshot reported a 3% increase in foreign enrolments in US...
Read more
International student policy in the spotlight during Australian election Australia will hold its next federal election on 3 May 2025. The vote looks to be hotly contested,...
Read more
What are you looking for?
Quick Links