Study shows that international students want a sense of belonging long before arriving on campus
- Research shows what factors influence prospective students to apply to a university – and what sorts of experiences can dampen their motivation to apply
- Email remains a crucial channel, but more institutions should consider WhatsApp in their communications with students
A fascinating study from The Ambassador Platform, What Makes or Breaks the Student Application Experience, finds that prospective students are more likely to apply to institutions when they feel a sense of connection and belonging – and that there are multiple steps along their journey to applying where institutions can foster these feelings. The research reminds us that international students’ decision-making is not only informed by objective analysis of options, but also emotion.
The following screenshot shows the characteristics of the survey sample of over 1,600 prospective students. Most respondents were international, and most were looking at undergraduate studies.
University is not always the answer
One key insight is that surveyed students were not necessarily set on a university degree. Many were also considering work or apprenticeships.
The report notes:
“This is one of several data points in this report suggesting that prospective students increasingly approach the application process with the idea of a “return of investment” in mind. In this sense, university isn’t just a formative and educational experience, but an investment into future career prospects.”
This finding highlights how important it is to include messaging about career pathways and outcomes when promoting programmes.
Wanted: support … and email
The survey asked students what they value most when contacting a university, and more than half (58%) cited the quality of support they receive. Fully 94% said that email is their preferred communication channel, with the university website (59%) and WhatsApp (49%) next. The report makes an astute observation related to many students’ price-sensitivity:
“Many international students have expressed concerns about the high costs of traditional communication methods, like phone calls. Universities can play a vital role by providing support for more affordable options, such as WhatsApp calls. This change would help students who live in a different country stay more connected with the university throughout the application process.”
Community matters
A strong majority (80%) of surveyed students said they were looking for a sense of belonging before arriving at a university, and most of those students were motivated by wanting to fit in (42%) and be reassured that they would be safe (21%).
Universities can instill this sense of belonging long before students arrive on campus – and doing so may well be crucial to a student’s decision about whether or not to apply. Three-quarters of students said they felt like they belonged at their preferred institution before their first day, and 17% said that they felt a strong connection even before they applied. Another 21% said they felt like they belonged after receiving their offer.
These findings underline the importance of:
- Welcoming, warm, personalised communications from the first point of contact with a lead;
- Communicating admissions offers in a celebratory way – again using a personalised approach.
The survey report includes valuable insights from students, who were asked to comment on what is most important to them when applying. Examples of quotes include:
- “All emails were responded to within 24 hours.”
- “A student ambassador who was eager to answer my questions.”
- “A conversation with a staff member, she was so patient and understanding. She explained everything very thoroughly and clearly. She attended to all my questions and even asked if I was satisfied with her answers. She is a very respectful and genuine woman.”
- “Attending the Classics course overview session at [University], given so clearly and engagingly, was memorable for me, as I was immediately interested in the information given, and important information was communicated effectively. I was not bored listening, rather even more excited to work harder and apply to [University].”
- “There was a time I forgot to upload a document during the application process, and when I realized it, I thought my application was done for. But then I received an email from them saying a document was missing and asking me to upload it so they could continue with the process. I felt so relieved after that.”
- “While I was applying to a university in [State], I had already submitted my application. Three days later, I received an email from the university, and I couldn’t help but smile. The university considered me for an additional program with lots of benefits (travelling, etc.). As an international student, I was beaming with joy because I never expected it.”
Those are only some of the quotes included in The Ambassador Platform report – you can download the full report here. The study findings emphasise that it isn’t just the promptness of communications that matters to students – but the quality.
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