Finding qualified leads is the biggest challenge for international student recruitment agents, new research has shown.

Among the 662 agents surveyed for the ICEF Agent Voice 2023, 43 percent prioritize finding quality leads. Delays, lengthy processing times, difficulty accessing appointments, requirements, and rejection rates were all cited as problems by 30% of those who ranked visa processing and support as their greatest challenge.

Agents spend a lot of time helping students complete application processes, so delays at the destination can significantly affect their own operations, as pointed out in the report.

While 24% of respondents ranked rapid application processing as most valuable, 57% ranked prompt responses from institutional partners as the most valued partner support area.

Photo: ICEF

The report highlighted the fact that agents prioritize speed when it comes to institutional partners.

There can be serious consequences for their business if there are delays at the destination.

The survey has been running since 2020 with the goal of discovering the most recent industry trends and dangers.

This year’s survey, like the previous one in 2022, indicates that agents anticipate growth in all areas of education in 2023 and 2024. Nevertheless, fewer agencies are projecting an increase in enrollment this year compared to last.

While over 60% of respondents anticipate growth in foundation, pathway, undergraduate, MBA, and graduate program enrollment next year, just 52% and 38% of respondents, respectively, are optimistic about language and K-12 and secondary course enrollment.

Global demand for studying abroad “remains strong,” according to ICEF, with the “big four” host nations—the United Arab Emirates, Germany, and the Netherlands—expecting substantial increases.

The most important consideration for students this year was price, as it was last year as well. 

“Contemporary issues, like an institution’s standing, are now seen as significantly less significant,” according to ICEF, who added that students’ need for accommodations is a major consideration.

Career opportunities are being promoted by universities “directly as a sales point and indirectly through their study programs,” according to the survey, which means that students are placing a greater emphasis on employability. Six out of ten respondents said they had students major in something completely different; the most common choices were international business, data science and big data, medical studies, and supply chain management and logistics. Other popular choices included business intelligence and analytics, artificial intelligence, and international business. “Furthermore, the countries receiving the most inquiries for international study opportunities seem to be directly correlated with students’ preferred post-study work and career destinations,” the report said.

Employment and immigration opportunities are important considerations for students, according to nearly half of those who took the survey (52%).

According to the report, the percentage of agents providing online programs has decreased from 50% in 2022 to 46% in 2023. This marks the first year since 2020 where no increase has been recorded. 

Sixty percent of the agencies surveyed “still rely on traditional and time consuming methods of recruitment” and described non-digital and word-of-mouth promotional strategies as “crucial” in their recruitment efforts. Nearly half ranked these types of marketing channels as most important.

According to the report, nearly half of all respondents (49%) are still unsure about the potential future impact of AI. The adoption of digital methods and AI is still low, according to ICEF.

Agent commission remained relatively unchanged following a growth period from 2019 to 2021, according to the report.

The report stated that commissions were higher than the 10% average before the pandemic for more than half of the educational programs (excluding Culture, Work & Travel). However, “levels appear to be settling after a period of uncertainty”.

Educli facilitates cross-departmental collaboration by integrating different components and storing all of its data, information, and resources in the cloud, where they are accessible to everyone.

With Educli, everything can happen in real time: marketing data, enrollments, monitoring of student progress, letters, and reports. 

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