What is driving the fierce competition in student recruitment?

Today, your institution is competing fiercely with other education providers for new students. Therefore you are more vulnerable than ever before to the financial risk factors that can affect your institution’s on-going viability.

Global drivers that are fuelling the intense competition

There are 5 key drivers occurring globally that we believe is fuelling this heated competitive environment. In no particular order, these 5 global drivers are:

The rise of Asia – Asian countries and education institutions are replacing western destinations for many internationally-mobile students, particularly those from middle-class families. This means that many future students who would previously have gone to study in the western countries are instead choosing to go to Asia.
The ageing population in the high-income countries – Steadily declining fertility rates in high- income countries over many decades has resulted in lower numbers of the typical domestic-student. These lower numbers of this domestic-student demographic result in education institutions needing to recruit more international students to make up the difference.
Technology Disruption – The digital revolution is impacting the way global future-student-audiences access information and engage with service providers. Therefore, education institutions are realising the need to evolve their digital recruitment and engagement capabilities in order to gain competitive advantages in the marketplace.
Funding pressures – Higher education institutions in many high-income countries are facing declines in public funding due to the need for Governments to reduce debt and cut costs in an ailing economy. So, the reduction in Government funding is causing stress on the budgets of education institutions, thereby fuelling the need to attract and successfully recruit more international students.
Stricter immigration policies – With many economies facing a prolonged period of very slow or no growth, politicians are needing to manage the perceptions of their voters, particularly with regards to the availability of jobs in the context of immigration. This is resulting in more barriers for mobility of both temporary and permanent migrants to high-income destinations.

As a result of all the above-mentioned drivers, and others besides, most education institutions are highly motivated to improve their student recruitment outcomes and practices in a manner that gives them a competitive advantage in the market.


One of the ways an education institution can gain a competitive advantage in the marketplace

In this turbulent education landscape, a strategic capability in student recruitment can become a valuable point of difference because it can help you meet your performance objectives, maximise tuition revenue and attract quality students. Sales training can greatly enhance your overall institution’s student recruitment capability, performance and its long-term profitability.

Appropriate and relevant sales training is a critical process, which ensures that an education institution is not misrepresented or disadvantaged by its staff. Effective training improves performance, builds a team and, ultimately, leads to more commencement and continuing-student revenue for the education institution as a whole.

By investing in some professional sales training for your marketing, student recruitment and admissions teams, you can ensure that your staff members will be best placed to deliver the best pitches possible to potential future students, parents, sponsors, agents and other partners. Investment in the training and up-skilling of your workforce is one of the wisest investments that you can make.


The Art of Student Recruitment Sales Training Course

The prolific American writer Isaac Asimov once said: “The saddest aspect of life right now is that science gathers knowledge faster than society gathers wisdom.”
The Art of Student Recruitment: Sales Training for Professionals involved in Student Recruitment is a course that is designed to impart and deliver the knowledge and wisdom from the science of sales, consumer behaviour and psychology in a manner that is:

• ethical; and
• adapted for the student recruitment industry.

The following twelve training modules are available as part of The Art of Student recruitment course. These training modules are delivered at a rate of 4 modules per day. So, all the modules are delivered over a period of 3-days of intensive study and application:

Module 1: Fundamentals of student recruitment as a sales process
Module 2: Impact of personality on student recruitment outcomes
Module 3: Effective use of KPIs in enhancing student recruitment performance
Module 4: The art of influence in student recruitment
Module 5: The attitudes, attributes, skills and habits of a good student recruiter
Module 6: Appealing to the core human needs and fears in student recruitment
Module 7: The student recruiter as coach
Module 8: Listening skills in student recruitment
Module 9: Recruiting via third party partnerships
Module 10: Powerful message delivery skills
Module 11: The importance of personal organisation, planning and preparation
Module 12: Negotiating skills in the student recruitment and partnership development context


Do you want to learn more about the ethical application of science-based selling techniques? If your answer is yes, go ahead and register for one of the 9 courses coming to a location near you in the 2nd half of 2019.


Register for The Art of Student Recruitment Sales Training Course

Register now to attend any one of the following courses near you:


  • Melbourne: Tuesday 22 October – Thursday 24 October 2019
  • Adelaide: Wednesday 30 October – Friday 01 November 2019
  • Perth: Wednesday 27 November – Friday 29 November 2019
  • Sydney: Wednesday 29 January - Friday 31 January 2020

New Zealand

Auckland: Wednesday 13 November – Friday 15 November 2019
Wellington: Monday 18 November – Wednesday 20 November 2019

United Kingdom

London: Wednesday 04 December – Friday 06 December 2019
Birmingham: Tuesday 10 December – Thursday 12 December 2019
Manchester: Monday 16 December – Wednesday 18 December 2019

Seats are limited at each venue. So, hurry and confirm your attendance before it is too late!

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