Industry experts conclude that better recruitment results begin with a focus on student outcomes

Editor’s note: The following piece draws heavily on commentary and insights from industry leaders speaking at the ICEF Monitor Global Summit in London, 23 September 2024.

International students are now building their plans for study abroad with a much greater emphasis on outcomes. They are asking a crucial question: Will my education abroad translate into a meaningful career? “It’s not just about securing a job,” says Nick Miller, chief marketing officer of QA Higher Education. “Students are looking for a return on investment.”

“The prominence of employability as a critical decision factor is affecting student migration and education offerings around the world,” agrees Janet Ilieva, director and founder of Education Insight. “The rise of intra-regional mobility, for example, may be partially explained by reduced disposable family incomes post-pandemic and a desire to be closer to local labour markets.”

At the same time, governments in major study destinations are beginning to link student mobility to domestic labour market trends. In Canada, for example, some post-graduate work permits are now tied to sectors with long-term skills shortages, such as healthcare and technology. Marie Braswell, associate vice president of Centennial College, explains, “Canada is really clearly sending messages that they’re looking for students who meet labour market gap eligibility.” The same could be said of the Optional Training Program in the United States, which grants an extended post-study work term to graduates of STEM programmes. Policymakers around the world are watching these developments as more countries seek to rapidly expand their international student numbers.

As a result, institutions, and their recruitment strategies, now need to better align with student goals, skills gaps, or other labour market objectives, both in study destinations and in the students’ home countries. “Universities need to be more deliberate about aligning their curricula with the specific capabilities needed by employers in the markets they serve,” says Dr Florian Hummel, vice-rector for international affairs at Germany’s International University of Applied Sciences.

But here’s the challenge. Meeting demand requires data on labour market projections, employment opportunities, and graduate outcomes. And that data is often hard to access or unavailable.

“Knowing employer needs is crucial for aligning recruitment with labour markets,” says Jessica Turner, chief executive officer, QS. “The growing interest in AI, big data, and cybersecurity programmes is understandable because they offer clear employment outcomes,” adds Mr Miller.

“Recruitment is becoming more data-driven,” continues Ms Turner. But the trend will demand more accurate and timely data to achieve its potential. As Nannette Ripmeester, director of performance benchmarking for Europe and North America at Etio, says, “Without data it’s like making decisions without knowing what you're talking about.”

Mr Miller explains how advanced recruitment strategies are already benefitting from more strategic approaches. “We’ve analysed what employers are looking for in high-growth sectors and have then worked with universities to help develop courses and programmes that incorporate the relevant skills and certifications,” he says. “Data enables us to match our degree titles, course content, and modules to the skills employers are looking for, not just what students are searching for.”

Similarly, embedding internships, placements, and partnerships into degree programmes is now a key advantage for recruitment strategies since students are often looking to gain skills or fund their studies. Across the UK, for example, universities are increasingly delivering courses in London, Birmingham, and Manchester, where there are more employers and work experience available. Northumbria University’s decade-ago decision to deliver courses in London, for example, was a strategic decision to enhance employability outcomes for students in a tangible and marketable way.

Viewing recruitment through the lens of economic demand is valuable, but more nuanced insights are necessary for educators to create the conditions that support the diverse ambitions of international students. As Joanna Kumpula, head of international education and integration support at Finland’s Tampere University, says, “It’s not just about placing students in dynamic labour markets. International students from all regions are becoming much more discerning. They are now looking for niche programmes and specific career paths, and institutions must recognise these individual goals rather than relying on broad assumptions.” Furthermore, international students are seeking knowledge and experiences that extend beyond practical and theoretical course content.

“Today’s job market requires more than just expertise in one’s field. Graduates must also possess communication, collaboration, and problem-solving skills,” adds Ms Kumpula, who regularly engages with businesses to gain an understanding of their future priorities. “This holistic approach is crucial for preparing our students to succeed in an increasingly complex global workforce,” she explains. Judith Lamie, pro vice-chancellor international at Swansea University, agrees and adds, “Making clear what students gain during their degree that will specifically help them to secure roles in the future has become a primary focus.”

To offer valuable, hands-on experience that enhances employability, institutions should strengthen their relationships with businesses and industries. Not only will these partnerships and alliances attract international students, they will also serve a broader purpose in that they support the sector’s advocacy efforts with policy makers and community stakeholders.

The relationship between international student recruitment and labour markets is no longer a secondary consideration – it is central to the future of the sector and the potential to both meet student expectations and help address critical labour market gaps is immense. Connecting policy goals with identified skills shortages in this way opens the door to a new approach to international recruitment – one that keeps employability and student outcomes in focus throughout.

For additional background, please see:

• A recommended reading list of important themes and insights from the 2024 ICEF Monitor Global Summit.
• “International education has a data problem. It’s time to do something about it”
• “The view from here: How the 'Big Four' study destinations are adapting in a year of change”
• “Is employability still the holy grail for the new generation of international students?”