Did you know that in the United States, first time graduate enrollment grew by 3.5% between fall 2013 and fall 2014? The Council of Graduate Schools’ (CGS) report Graduate Enrollment and Degrees: 2004 to 2014 provides tons of information on graduate study trends. According to the report, “from 2004 to 2014, international students accounted for over two-thirds of the growth in first-time enrollment headcounts at U.S. graduate institutions.” And that first time enrollment figure is 11.2%. So lots of new international students and the vast majority of them at the grad level. Good news for international recruiters, right? We think so!
Bottom Line: Graduate students are an important segment of international students to target with your digital marketing and their needs are different than their younger counterparts. Their motivations to study, the programs of interest and the influences for them to choose one program over another all vary. Mostly, they want to know they will get a job with a degree from your program. Similar to undergrad motivations but perhaps iwth a finer point on it.
Importantly, even if your institution is lesser known, you can still market the strengths of a top-tier program to these highly motivated students. They pay attention to that kind of thing within their area of interest. If your marketing efforts to international graduate students are limited in time and budget (whose aren't?), you would do well to focus on these two things: your career outcomes and your highly acclaimed departments and professors. Make sure you are capturing your target audience's attention with messaging they’ll react to.
NAFSA is right around the corner! We will be co-presenting new research with FPPEDUMedia on how current global, economic and political events are impacting students’ plans to study abroad. So, while you are building your schedule for the conference, pencil us in for Wednesday, June 1 at 10AM and schedule a time to chat with us! Actually, use a pen, you really won’t want to miss this one. Trust us!Read More