Universities rethinking their approaches to highlight a welcoming culture, strong reputation in university rankings, and sustainable practices for example, can significantly enhance their appeal to prospective students.
Speaking at the QS Higher Ed Summit: Asia-Pacific 2024 is Charles Jeffery Sun, Founder and Managing Director of China Education International (CEI). Charles will be leading the panel discussion: ‘Open Doors, Open Minds: Embracing collaboration with external partners & society’. The panel will explore potential ways to improve the overall student recruitment strategies of universities in the APAC region.
58% of prospective Chinese students interested in studying abroad say it’s important that a university organises work placements as part of its courses when assessing teaching quality.
Navigating the current labour market
“The employment market is very competitive in China,” Charles says. The country is facing a significant youth unemployment rate of more than 15%. “Employability is a key indicator of any education, especially overseas study, for which parents need to pay a high fee.”
Given the above findings on student demand for work experience during their studies, how can APAC universities work better with industry to align with the preferences of students?
Charles added that employability is crucial for international students, especially when tuition fees are high: “The employment market is very competitive in China with a youth unemployment rate of more than 20%. Employers in China look for graduates who have their degree from globally top-ranking universities and have practical experience. Top-ranking universities are more often theoretical rather than practical which is actually more suitable for those students who have a career plan in research and development.
Therefore, to meet the needs of Chinese students and other students, top-ranking universities should also provide a practical track for those students who are not aiming for research by incorporating internship and work placements as part of a degree for non-research-oriented students.”
Chinese students place less importance on having affordable tuition fee options and scholarships (38%) with a much higher importance on rank and reputation when making study decisions (58%). Chinese students focus on rank and reputation is higher than the global average.
Rankings and reputation
“Chinese parents have been ranking sensitive for a long time for the reason of social status. But now, employment prospects put the ranking in an even more important position.
“Many Chinese employers including government agencies use global rankings of universities as a key benchmark when selecting candidates. For example, the central government has a special graduate recruitment programme for graduates of selected top ranking overseas universities.
“Relatively, it is easier to find a job at non-government organisations. Competition is still very strong with tens of candidates applying for one position. The level of university where the degree is from contributes greatly to the success of job hunting. Candidates with degrees from universities of low ranking are easily screened out in the short-listing process.”
Shaping the international study experience with non-profits
Charles highlighted the important role non-profit organisations can play in improving the study experience for international students.
“Firstly, many universities are non-profit organisations and provide education and services to international students on campus in a non-profit way, although the recruitment of international students itself is a for-profit activity.
“Secondly, non-profit organisations in and around campus can do a lot in creating a welcoming environment for international students, providing cultural activities for international students to become part of the community.”
79% of prospective APAC students highly prioritise a ‘safe and welcoming environment’ when choosing a town or city to study in.
How can APAC universities enhance their recruitment strategies to emphasise the safety and welcoming environment of their towns or cities?
“APAC universities should work with local government and tourism promotion organisations to conduct integrated promotion of the towns or cities and to offer incentives for parents to come and check out the universities.
“For example, universities can provide free of charge culture activities on campus for selected groups of tourists. Also, free of charge introductory professional development courses for tourists who are professionals.”
When should admissions staff support student decision-making?
The QS International Student Survey 2024 also revealed that only 32% of prospective APAC students found it useful to meet with Admissions staff at Fairs or Information sessions to help them make decisions about their studies – with an even lower preference from Chinese students (23%).
“A meeting with Admissions staff is only relevant when students have known a university,” Charles suggested.
In order to develop student recruitment approaches to better meet the needs of students, “universities should consider change to focus on deep collaboration with other schools and universities.”
Advancing sustainability in APAC higher education
Recognising the crucial role of sustainable growth in global higher education, Charles suggested how universities can ensure that their partnerships with organisations lead to sustainable and long-term benefits for both domestic and international students:
“The roles of recruitment agencies are for recruitment. Recruitment agencies do not focus on long-term benefits for students. Therefore, universities shall work with schools and universities and those organisations which will help to work with schools and universities.”
