This article is written by Alex Berka, Insights Manager at QS. It was originally published in HEPI – read their version here.
Over 68,000 prospective international students gave their perspectives, motivations and expectations on UK study in the QS International Student Survey 2024. What can UK institutions learn from their future cohorts?
The QS International Student Survey is the largest global survey of its kind, and it has been guiding international recruitment strategies for over a decade. This cycle, 146,619 prospective students completed the survey from 196 countries and territories. The UK is one of the most popular destinations for international students, with 49% of respondents to the QS International Student Survey 2024 interested in studying there.
While the UK higher education sector faces significant challenges to its financial stability and awaits government response to funding recommendations from sector leaders, homing in on international students’ perceptions will be vital to building student-centric recruitment strategies and enhancing global reputation.
Return on investment increasingly on students’ agendas
Over half of prospective international students looking to study in the UK say that the most important thing for them is to study at a university with proven outcomes and a good record for getting students into the careers they want (54%).
As well as quality teaching and a strong reputation, students are increasingly considering how the investment in a university degree will prepare them for their careers. The percentage of respondents who say that a high graduate employment rate is most important when assessing teaching quality has increased year-on-year since 2020, from 53% to 59% in 2024.
That increase is also reflected in the percentage of prospective students who say that information on work placements and links to industry is most useful when making decisions about their studies (46% in 2022, 47% in 2023 and 51% in 2024.)
Universities must rebalance the rhetoric on UK as a welcoming destination
Despite a change in government, the impact of graduate visa restrictions and the negative rhetoric of migration under the Conservative government should not be underestimated. One of the most important factors of building and maintaining a global reputation will be rebalancing the narrative of the UK as a welcoming destination to international students.
Three quarters of prospective students interested in the UK say that a welcoming environment is the most important factor when choosing a town or city to study in – the most popular answer. Since 2023, 24% more prospective students feel that a welcoming environment is most important.
The next generation of students are Generative AI intuitive
64% of candidates looking to study in the UK have used Generative AI technologies. 30% agree or strongly agree that AI is affecting their career choices. 38% actively seek information into how higher education institutions use AI and technology when researching universities.
Universities have an opportunity to develop a multi-faceted approach to AI implementation that is both innovative and inclusive, to shape the future of education for a generation who are already ahead in technological advancement. Beyond embedding AI in curriculum, universities should look to AI as a vital tool in closing the skills gap and preparing students for their future careers.
Current students are crucial to a successful recruitment strategy
49% of students looking to study in the UK said the ability to ask questions of existing international students was most useful when making study decisions – the most popular answer. Despite this, few prospective students have managed to talk to current students.
Creating a recruitment campaign that centres the student experience and enables connection between prospective and current students is vital to a successful enrolment cycle, whether in the form of student stories and video content, open day sessions or an online chat platform.
Universities have an opportunity to provide cost of living support
The cost of living when in the UK or at home, youth unemployment and other systemic issues are playing on students’ minds too. 69% of respondents say that the cost of living is the biggest worry when considering studying in the UK.
One example of UK universities taking the initiative in this space is the University of York’s Cost of living support hub. Part of the University’s student support offering, it provides students with resources, student support funds, emergency loans, free food vouchers and even free professional clothing for interviews or work placements. It’s a fantastic example of a university acknowledging the hardships of student life today and providing tangible help.
Amplifying sustainability initiatives is vital to attracting eco-conscious students
63% of prospective international students said environmental sustainability is very or extremely important to them. Students aren’t simply looking for environmental and social pledges, they want to see exactly how universities are embedding sustainability into their research, teaching and civic duties.
On-campus initiatives including recycling and locally sourced produce (71%), working with the local community on sustainable and social justice initiatives (63%) and the university’s sustainable research outputs (58%) are the most important factors for prospective students making their study decisions.
Discover more insights
Our report, Destination: UK, goes into insights from the QS International Student Survey in more detail. Get data and recommendations on:
- Generative AI
- Sustainability and navigating students’ concerns
- The process of applying to university
- Employability
