Student recruitment data is key to informing both international and domestic enrollment strategies.
We recently launched our 2025 Student Recruitment Report, based on responses from 42,000 prospective students across 150+ countries.
In our recent webinar, we explored key insights from the report, including evolving student preferences and the significant impact of global policy changes. The discussion, led by Mark Bennett (Keystone), featured student recruitment experts Kali Kelleher, from the University of Wisconsin-Superior and Sarah Bostock, from Loughborough University, who provided transatlantic perspectives on current challenges and opportunities.
One of the most striking takeaways from the data is the continued robust appeal of the US and UK as top study destinations. Despite a whirlwind of policy changes and uncertainties, both countries remain at the forefront for prospective international students in 2024 and 2025.
"Both the UK and the USA have had over a million searches on Keystone websites in June so far, so there's huge audiences out there for both of these".
- Dr Mark Bennett
However, beneath this stability, shifts are continuing to occur. While the "big four" (US, UK, Australia, and Canada) continue to dominate, emerging destinations like South Korea are breaking into the top ten for the first time.
This signals a broadening of horizons for students and new opportunities for institutions looking to diversify their international recruitment efforts.
The webinar's panelists offered invaluable firsthand accounts of how these trends are playing out.
Kali Kelleher shed light on the situation for US institutions, emphasizing the profound impact of policy changes such as the recent visa pause. At the University of Wisconsin Superior, a smaller regional public institution, the visa situation is directly affecting students who have already been admitted.
Kali noted that while their traditional top markets include South Korea, Japan, Ethiopia, Nepal, and Canada (often drawn by their price-sensitive tuition waiver), the current climate has made it challenging to provide certainty. The unpredictability of policy decisions in the US, as Mark pointed out, creates a significant hurdle for both institutions and students. Kali stressed the importance of individualized support and constant communication with students, even amidst the ongoing uncertainty.
"We are we are finding more and more students are looking to us too as far as that stability for that changing circumstance of what they don't know what's going to happen, internationally the evaluation of certain things".
- Kali Kelleher
From the UK perspective, Sarah Bostock of Loughborough University shared insights into emerging markets and evolving student expectations. While the UK remains a strong contender, Loughborough is observing growing interest from specific regions in Europe (like Turkey) and an increase in US undergraduates, particularly drawn to the university's world-renowned sport-related subjects.
A key observation from Sarah was the rising price sensitivity across all markets, especially at the postgraduate (PGT) level. This suggests that while the UK's appeal is strong, students are becoming more discerning and focused on value for money.
The discussion also touched on the influence of policy and politics on student choices. Mark Bennett emphasized that policy often matters more than politics. While political figures might be known quantities, it's the tangible policy changes—such as funding cuts or visa restrictions—that create real barriers and uncertainty for students.
The data presented showed a significant negative impact on student interest due to certain policies. While the UK, Australia, and Canada have seen policy proposals (like potential cuts to post-study work visas or student caps), these are often part of a more declared and stable policy position.
Students can, to some extent, adapt to changes when they are clear and logical. The challenge in the US, as both Mark and Kali highlighted, lies in the dynamism and unpredictability of policy shifts, making it incredibly difficult for students and institutions to plan and prepare.
Sarah confirmed that while a proposed cut to the UK's post-study work visa didn't immediately cause widespread concern (only 21% of survey respondents expected a "substantial difference"), it adds to a series of previous changes.
The removal of dependencies for international students has had a more profound impact, particularly for Master's and Doctorate-level students who often wish to bring their families. British institutions, through bodies like Universities UK, are actively working towards reassuring prospective students by openly explaining these changes and their personal impact.
Mark Bennett introduced an intriguing hypothesis: could the current policy turbulence be catalyzing an increased interest in online study? While online learning isn't traditionally the primary preference for study abroad (only 16% of international students desire fully online study, according to Keystone's report), this figure has doubled since 2023.
Specifically in the US, interest in fully online study jumped significantly between November and April/May, coinciding with major policy announcements regarding funding cuts and visa revocations.
Sarah Bostock highlighted the potential of online learning for accessibility and diversification, acknowledging that it requires a holistic approach to ensure a rich student experience, including support services and community integration.
Echoing these sentiments, Kali Kelleher noted that while their international admissions office focuses on campus-based students, they do see applications for online undergraduate and graduate programs.
She underscored the need for flexibility in online programs, considering factors like time zones, power outages in different countries, and equitable access to resources like tutoring and English language support. She stressed that while online options increase accessibility, institutions must ensure they provide a comprehensive and supportive educational environment.
The webinar also highlighted significant shifts in student communication preferences and the overall speed of the student journey. Email, while still dominant, saw a 10 percentage point drop in preference year-on-year (from 70% to 60%). Mark suggested that students might be seeking more "authentic and in-person communication," with growing preferences for phone calls, video conferencing, and instant messaging—all channels that typically involve speaking to a human. Intriguingly, automated "web chat" was the least preferred option.
Alongside this, there's an ongoing trend towards a shorter student journey. The proportion of students taking longer than six months from considering a program to applying is decreasing, while those applying within six months is on the rise. Mark hypothesized that this acceleration could be a response to the current turbulence, as students might be "shifting their intentions faster" in an unpredictable environment.
Sarah Bostock concurred with these observations, noting that the turbulence might indeed be shortening decision-making timelines.
"Why would you start thinking eighteen months out if in six months a new policy gets released and everything changes".
- Sarah Bostock
Loughborough is observing students making research decisions later, including an increased number of undergraduates applying directly through "clearing" (a late-stage application process in the UK). To adapt, Loughborough is investing in one-to-one contact, including online ambassador platforms for peer-to-peer connection and academic phone calls.
Kali Kelleher emphasized the enduring importance of individual touchpoints alongside mass messaging. Her institution offers Zoom calls with students, uses Calendly for easy scheduling across time zones, and connects prospective students with international student employees.
She also raised a fascinating point about first-generation students who might not have the same traditional timelines for researching institutions, and the role of AI in accelerating information gathering, allowing students to conduct research more quickly than ever before.
The conversation concluded with a powerful focus on what truly drives student decisions beyond institutional prestige. The data revealed that affordability and employment outcomes are paramount for international students.
Mark highlighted that "employment outcomes" actually "outrank rankings" in terms of importance for prospective students. This signifies a clear shift towards an ROI (return on investment) mindset, where students are keenly interested in "what can I do with this degree?" rather than just the name on the certificate.
Complementing this, the report also identified the "soft skills" highly sought after by students across all subject areas. These include:
Kali reinforced this, stating, "students and their parents are wanting to know, 'okay, where do your graduates go?'" She emphasized that smaller institutions, like the University of Wisconsin Superior, can leverage their strengths—such as smaller class sizes, direct professor instruction, and unique opportunities (like student groups winning national competitions)—to tell compelling stories about student success and strong career outcomes.
Sarah added Loughborough's strong focus on graduate outcomes, which they are increasingly highlighting. They work closely with industry partners to provide real-world opportunities and use student and alumni stories to showcase success.
She noted their recent overhaul of the scholarship program to make it clearer and more accessible, directly addressing financial concerns by regions - this strategic approach aims to simplify the process of understanding available aid and bringing down the effective cost of education.
The session highlighted the critical need for agility and robust support systems in international student recruitment.
The collective sentiment was clear: despite the challenges, there are also opportunities for institutions that can adapt, understand shifting student needs, effectively communicate support and stability, and powerfully articulate the long-term value of their degrees.
As Mark Bennett concluded, the work of international education, though complex, remains invaluable. It's about empowering students who will go on to achieve incredible things and become catalysts for global understanding, innovation and positive change.
The ongoing research and interactive dashboards provided by Keystone Education Group aim to equip institutions with the data needed to navigate these complex waters.
What strategies is your institution employing to highlight graduate outcomes and soft skill development, or to make your scholarship offers clearer to prospective students?
Share your thoughts in the comments below!