Student Recruitment Funnel: Focus On Prospects You Have For Better Results

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(Source: bosnahersekuniversitesi.net)

The number of students pursuing international study for higher education are at an all-time for popular study countries like US, UK and Australia. Much of this growth has been attributed to the increase in overall demand, led primarily by students from emerging countries like China, India, Turkey and Saudi Arabia. Another factor contributing to this trend is the Internet, by making it easier for students to file queries – through forms, social media or email – to multiple schools at once. Moreover, centralized application systems and online applications gives additional convenience and ease for prospects to file a wide field of applications.

The web is home a tremendous amount of information about pursuing education; in turn, this has resulted in a new prospect category known as the “stealth applicant.” These are applicants who remain anonymous until the point of application and hence remain out of the tracking and communications processes of schools. Some even go as far as not to opt in to formal enquiries hence preventing schools from contacting them. Others are more comfortable to find the information they need online prior to submitting their application.

As you can imagine, these factors are a big headache and troubling concern for educational institutions as they struggle to acquire, qualify and manage prospect students. In addition, these factors are seemingly pointing to lower yield rates as well – the number of enquiries that convert to paying students.

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