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According to the Organization for Economic Co-operation and Development (OECD), almost two out of five graduates (38%) in OECD countries received a higher 5A degree (usually a bachelor’s degree and some master’s degree) in 2012, 10% more than in 2000 (28 %). However, the global job market estimates a potential shortage of 38 million graduates by 2020. These trends in achieving education and market demand have given higher education institutions (HEIs) the opportunity to expand their efforts to recruit foreign graduates.
As the largest host country for international students in the world, the United States has benefited from growing interest in graduate programs. However, the complex, ever-changing and increasingly competitive landscape of international education makes it difficult to make informed and effective decisions for international recruitment professionals. This article explores trends, issues, and ideas that may influence an enrollment strategy when recruiting international students seeking a master’s degree.
Master Programs For International Students
The first section of the article discusses the factors and trends that underlie the growing demand for master’s programs worldwide, especially in the context of U.S. institutions. Section 2 provides recruitment recommendations based on responses to a recent WES survey among more than 3,500 prospective international undergraduates, with specific information about their academic and financial profile and information-seeking behavior. (The full report and survey analyzes can be downloaded for free here.)
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The combination of push and engagement factors places weight on students ’decision-making processes when considering studying abroad. A third of Indian university graduates under the age of 29 are unemployed, according to the BBC. Similarly, in China, about 2 million of the 7 million graduates in 2014 have difficulty finding work. Competition for jobs in many fast-growing countries is becoming fiercer, and many students and families dissatisfied with their home country’s education system continue to view the quality of foreign education as an advantage in the job market. In this context, millions of young adults study abroad in order to improve their career and life opportunities.
In the 2013/14 academic year, one in five international students enrolled in a master’s degree in the United States (a total of 181,371), which is 26% more than in 2008/09. For comparison, the number of doctoral students over the same period increased by only 6%. In 2012, about 12% of the 757,387 master’s degrees awarded in the United States were awarded to international students; the share is much higher in the engineering fields, where more than two of the five master’s degrees (41%) were awarded to international students. These figures significantly exceed the overall international student ratio, which according to the IIE is only 4% of the total number of American higher education students.
India and China are major contributors to the growth in the number of foreign undergraduates in the United States. Existing national data for graduate students do not break down registration by country of origin, so a recent study by the Brookings Institution, which studies four years (2008 to 2012) of the U.S. Immigration and Customs Service, provides some insight. Invaluable key markets for hiring international undergraduates.1
The study found that while India is the second country of origin for international students (at all levels) in the United States, it has sent far more MSc students than any other country. Nearly four out of five F-1 visa holders (79%) in India studied for a master’s degree from 2008 to 2012, which is 11% more than in China (132,075 vs. 119,353). In the future, Indian Highfliers – students who are academically prepared and have sufficient financial resources to pay for their studies in the United States – are likely to contribute to the further growth of the international entrant in the United States.
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More than two out of five Chinese F-1 visa holders (42%) in the United States were enrolled for a master’s degree between 2008 and 2012. However, the latest information from the Postgraduate Council is of concern. Data for 2014 show an overall decline of 1% in new Chinese graduate students, the first such drop in five years. However, data on China’s master’s degree admissions still have bright spots, and interest in U.S. business schools is growing. Quoting
Reports that 13 of the top 25 MBA programs in the New York area have increased largely due to growing interest from Chinese students.
Students from countries that have generous government support are also involved in the enrollment movement. One example is the scholarship programs of the Human Resources Development Foundation and the National Council for Science and Technology (CONACYT) for Mexican students. Between 2008 and 2012, the number of Mexican students with master’s visas was more than four times higher than the total number of doctoral students (5,890 vs. 1,460). Similarly, between 2008 and 2012, the number of students with master’s visas from Brazil (4,750) was almost four times higher than the number of doctoral students (1,203). According to the Postgraduate Council (CGS), the number of first-time undergraduate, graduate and doctoral students in Brazil jumped by 91% between 2012/13 and 2013/14. This trend is expected to continue after the announcement that from the fall of 2014, Brazil’s scientific mobility program will be expanded to include graduate students in the STEM fields.
STEM2 areas accounted for nearly half (48%) of the first international graduates in the United States and have led to overall growth in recent years. It should be noted that almost four out of five Indian students (79%) study in STEM. At the same time, demand in the United States is also expected to grow rapidly in the education market and health professionals who have at least a master’s degree. For example, the number of assistant physicians and practicing nurses is expected to increase by 30% or more between 2012 and 2022. Schools offering these programs are expected to experience an increase in international enrollment driven by labor market demand.
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Several sources suggest the same direction: growth should continue, although the magnitude of growth will be less than at the undergraduate level. According to exams from the Graduate Record Examinations (GRE), a standardized test required for admission to most graduate students in the United States, the number of non-American entrants increased by 21% between test years. 2012-13 and 2013-14 India recorded staggering growth of 59% over this period, accounting for almost nine-tenths (88%) of growth outside the US.
At the same time, the number of non-US residents taking the Management Admission Test (GMAT) passed by prospective business school students increased 18% over the 2010 test year to 132,651 in 2014 against a 27% drop test. insurers residing in the United States during the same period.
This section discusses the results of a recent WES survey of nearly 3,600 millennials (born between 1978 and 1997) who identified themselves as international students seeking a master’s degree who plan to study at U.S. universities during a survey conducted between September 2013 and March 2014 We then applied a segmentation structure to provide the following recommendations and conclusions that may influence and change your institutional recruitment strategies (Read the full report):
Not surprisingly, the decision-making processes of students wishing to study for a doctorate are different from those of a master’s degree. There are also differences in the student segments. In doctoral studies, the share of Strivers is much higher (54%) than at the master’s level (32%). Almost half (49%) of undergraduates have high financial resources compared to only 17% of doctoral students, which reinforces the idea that recruitment strategies between undergraduates and doctoral students should be significantly different because they are two idiosyncratic groups.
International Graduate Programs
With regard to a wide range of international enrollment strategies, the growth of technology and social media has opened new doors for institutions seeking to explore cost-effective approaches to employment. The most used channel for finding information by undergraduates is the website of the educational institution (91%), followed by a search on the Internet (72%). While website optimization is important, an active online and social distribution strategy is also strongly recommended. Our study found that undergraduates (27%) were more likely than bachelors (14%) and doctoral students (17%) to use online forums to search for information about studying in the United States. Institutions that want to adapt to changing student communication patterns without losing complete control over enrollment and admission processes are encouraged to explore cost-effective social media strategies for communicating with prospective international students.
For Highfliers, adopting mobile recruitment strategies is likely to improve interaction with them. The majority (59%) of Highfliers researched information about U.S. agencies via smartphone, and about a third (31%) used a tablet. When asked why they use mobile devices, Highfliers reported a higher level of use than other segments in almost every activity in the information retrieval and application process, from information retrieval to an institutional program (95%).
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