Introduction to Utilizing International Recruitment Agents

by Tony Marotta, Elmhurst University
Are you or your institution considering employing international agents to boost your international student numbers, but you’re not sure where to start or what to consider? This article is intended to provide a brief introduction to working with agents, as well as some key resources, to help start your journey. Many colleges and universities employ international recruitment agents. These agents (and subagents, when applicable) can help an institution with targeted recruitment in desired locations, which, if done well, can significantly increase the number of international students for an institution. Make sure you know your institution’s policy on the use of international agents; seek to create one if one does not exist or create an argument for agents if not presently allowed. A good partnership can help an international admission office recruit from targeted countries, while lightening the load of the international staff.
Some of the things international recruitment agents can do for you:

• Provide pre-admission information and follow-up
• Assist with application management for assigned students
• Attend in-country fairs
• Facilitate pre-arrival orientation for admitted students n in-country
• Manage communication with student family members

As you begin your consideration of employing international recruitment agents, look at trends in recruitment for your type of institution, as well as location, academic programs, and other key factors. For example, your institution might have an academic program that is more desirable for students from specific countries, which could lead to finding an agent/agency within those countries. Review at all available resources to develop your international recruitment agent policies and practices – these will be instrumental in developing and maintaining successful and ethical partnerships that can be maintained. Talk to your colleagues that have experience in working with international recruitment agents – their insight is invaluable!
Things to consider when developing your institution’s approach to international recruitment agents:

• Your institution needs to establish policies and procedures for working with agents
• It takes time to choose the right recruitment agents
• You will need to (or should) develop training for agents and subagents
• You should plan to conduct in-country visits and trainings, as well as visits in the US
• Your office, in coordination with other key offices, will need to develop a compensation agreement as part of any contract and manage/process each year (or term, depending on the agreement)

Make sure you have firm practices and policies for your institution in employing and maintaining agents at your institution. Strong policies will help manage agents while upholding your institution’s values. Utilize published standards that provide best practices, guidelines, and helpful lists. Review and assess your agent partnerships at regular, established intervals to ensure they are still mutually beneficial, policies and procedures are being followed, and that it makes sense to continue based on your level of success with target populations. Also, ensure that you can adequately support the students you are bringing in – grow your support services and faculty along with the international population you recruit. Schools often grow their international population too big and too fast without increasing their staff and faculty, which leads to student dissatisfaction and often a loss of population. Successfully scaling up your international recruitment will lead to the enrichment of your campus, successful international student journeys, and a lasting recruitment strategy that can be built upon for changing times.
Not ready or approved for international recruitment agents? Here are some other recruitment options to utilize:

• Attend International Recruitment Fairs
  • Establish relationships with schools and/or find organizations that organize recruitment trips by countries and regions
• Attend virtual webinars
  • Utilize organizations and networks, such as EducationUSA and the US Department of Commerce, to find virtual fairs in areas you target or want to explore
• Leverage your institution’s technology
  • Establish an international comm flow, hold virtual webinars and meetings, and employ intuitive application systems
• Engage your International Alumni
  • Actively engaging your international alumni can create a network of “recruiters” all around the world, as well as provide an in-country resource for your own recruitment trips
• Build bilateral relationships with foreign organizations and academic institutions
  • Developing partnerships across the globe can lead to student exchange programs, in-country school campuses, and overall awareness of your institution

International Recruitment Resources:

• AIRC Institutional Best Practices (and Guidelines within): https://airc.membershipsoftware.org/institutional-best
• AIRC Certified Agencies: https://www.airc-education.org/airc-certified-agencies
• U.S. Commercial Service Education and Training Services Resource Guide: https://www.trade.gov/2023-2024-best-student-recruitment-methods
• EducationUSA Recruitment Resources: https://educationusa.state.gov/us-higher-education-professionals/recruitment-resources