International student recruitment: Strategies for engagement & conversion
International student recruitment is undergoing a major shift. Demographic changes, growing global competition, and the rise of digital-first decision-making are transforming how students choose where to study. In the 2023–2024 academic year, enrollment in the US hit a record 1.1 million, but sustaining that growth will require smarter, earlier, and more personalized engagement.
This report breaks down key enrollment trends, emerging challenges, and proven strategies to help institutions connect with international students, highlight career outcomes, and convert interest into enrollment.
Key highlights from the report
Digital engagement is now the norm — 80% of students rely on university websites and 67% on current students or alumni when researching schools
Early engagement is essential — 82% of students say better support would have influenced their school choice
Top recruitment strategies include peer engagement, showcasing career outcomes, virtual events, and social media
Key barriers to enrollment include rising costs, visa delays, and increasing competition from countries like Canada, the UK, and Australia
International enrollment reached 1.1 million students in 2023–2024, a 7% increase from the previous year
Graduate enrollment grew 8%, while undergraduate enrollment dipped slightly by 1%
