Research Snapshot: AI in student recruitment
Critical analysis of the role of AI in digital marketing. Strategies for higher education international student recruitment agencies.
Publication date: 01 September 2024
The study investigates how higher-education recruitment agencies, especially those in London working with international students, could improve with the incorporation of AI and digital marketing strategies in their student-recruitment efforts.
The research reviews both traditional and modern marketing theories and assesses how current AI applications align with them in the context of international student recruitment. It draws on marketing frameworks and examines the international student journey to pinpoint opportunities where AI and digital marketing could intervene. This involves conceptual analysis rather than purely quantitative methods to establish what recruitment agencies could do in the UK- higher education recruitment.
The analysis explores how traditional methods and those enhanced by AI tools can lead to better enrolment outcomes; it evaluates the potential and limitations of AI-driven marketing strategies unique to this sector, considering both operational efficiency and strategic value.
This research demonstrates how AI can enhance every stage of the student recruitment journey, offering a clear roadmap for agencies to modernise their marketing strategies and improve outcomes.
Sevval Sisman
Sevval Sisman currently works as Head of Growth at Endless Abroad London. She has nearly a decade of experience in international education, business development, and strategic leadership. She specialises in study-abroad advisory, student recruitment and developing high-performing teams through structured training, mentoring and capacity-building programmes
Key findings of the research:
1. AI can significantly streamline the international student journey: AI-driven tools improve enquiry management, personalise communication and streamline conversions, allowing agencies and institutions to support more students with greater accuracy and efficiency.
2. Digital marketing powered by AI outperforms traditional recruitment methods: From predictive targeting to automated content delivery, AI enables smarter market segmentation and higher-quality leads, helping institutions expand into both established and emerging markets.
3. International student recruitment agencies which innovate are likely to be more competitive: The research shows a widening gap between traditional advisory practices and AI-enabled recruitment models. Early adopters will gain major advantages in scalability, responsiveness, and global reach.
While rooted in the UK context, the lessons learned offer valuable guidance for higher education institutions and recruitment agencies across Europe. These findings provide both a theoretical and practical foundation to help organisations rethink their marketing and recruitment models through the integration of AI tools.
