The recent riots in the UK have cast a spotlight on deeper societal issues, prompting universities to swiftly ensure student safety and respond to the concerns of international communities.
UK institutions attract a diverse population of students. However, travel warnings have been issued in countries such as Nigeria, Australia, the UAE and India – nations that are significant sources of international students – presenting a new challenge for universities , one that may impact future international enrolment numbers.
News and media rhetoric has a very real impact on public opinion, including on families. We identified families as significant influencers on student decision-making in our new report Destination: UK. 40% of prospective international students looking to study in the UK said their parents have a ‘fair amount of influence’ in their decisions when thinking about where and what to study.
How do universities build and maintain the trust of students, their families, and ensure a positive study experience in the UK?
Proactive communication and transparency
By speaking up, institutions demonstrate their commitment to the safety, well-being, and values of their diverse student communities. Proactive communication also helps build trust with students and their families, reassuring them that the university is responsive to social issues and are committed to providing a secure, inclusive learning environment.
For instance, Northumbria University, through the Northumbria Students’ Union, issued a statement to address the concerns students may have, providing clear information on available support services and the safety measures that have been implemented.
Strengthening support services
In the International Graduate Outcomes 2024 report, published in a partnership between QS and Universities UK, International student support was the third most common area students said their institution could improve on.
Additionally, in data gathered prior to the riots, over 32% of prospective international students interested in the UK stated that it is ‘very important’ for their chosen university to offer support for mental wellbeing (QS International Student Survey 2024).
Universities can bolster support services by enhancing mental health resources, cultural integration programmes, and safety protocols to ensure international students feel secure and well-supported.
Reassessing recruitment strategies
Travel alerts are another example of how quickly student recruitment pipelines can be disrupted. It’s key that universities rely on a diverse set of target markets to minimise this risk. As we highlighted at The PIE Live: Europe, UK institutions should prioritise expanding their reach into new regions, and adapt their strategies to maintain a steady flow of international enrolments. Diversification not only reduces dependence on a few markets but also strengthens the resilience of an institution in an increasingly uncertain global landscape. By continuing to explore and invest in these emerging markets, UK institutions can not only safeguard their enrolment numbers, but also continue to enrich their campuses with a broader cultural diversity.
Over 52% of students interested in studying in the UK say that a welcoming environment for international students is an important factor when choosing a country to study in.
QS International Student Survey 2024
Voices of assurance
According to Google Trends, there was increased interest in people researching the safety of the UK during the riots. The peaks in the graph likely correspond to specific events or news related to the riots, showing heightened concern during those times. This trend reveals that safety concerns are a significant factor for people, potentially influencing their perceptions and decisions.
Showcasing a welcoming culture within student recruitment messaging is crucial for UK universities. A strong, inclusive university culture enhances the student experience and can help counteract the negative impact of travel warnings. Universities can achieve this by using their social media platforms to highlight diversity, inclusivity, and available support systems through stories from current students and alumni that reflect a sense of belonging across all backgrounds. Visuals celebrating cultural events and promoting a secure, inclusive campus further reinforce the message that all students are welcome and empowered to thrive in the UK.
Understand the subjects students want to study
It’s more important than ever for UK universities to prioritise the current student study options such as the demand in Agriculture and Business and Management subjects to maintain engagement with prospective international students.
While universities can promote a welcoming environment, students still come to the UK to upgrade their skills and progress their career. Nearly 60% of students cited the opportunity to learn new skills as one of their top five considerations when choosing a university course (QS International Student Survey 2024).
To meet this demand, university programmes must align with current trends. As highlighted in a recent article using QS 1Mentor data, subjects like Agriculture and Business & Management remain highly appealing. It’s essential to provide both a safe, welcoming environment and programmes that address students broader needs.
