Positive Outlook for Education Agents Despite Declining Digital Recruitment Investments

International Education Leaders Report Reduced Spending on Agent Aggregators and Digital Platforms

A recent survey conducted as part of the second Global Survey of International Education Leaders (GISEL) highlights a notable shift in investment strategies within the international education sector. The survey, which gathered insights from over 200 senior leaders from Australia, Canada, and the UK, revealed a significant decline in intentions to invest in agent aggregators and digital recruitment platforms for 2024.

In stark contrast to previous years, the proportion of universities planning to increase spending on these recruitment methods has sharply decreased from 54% in 2022 to just 22% in 2024. This change signals a reevaluation of priorities and approaches within the sector, raising questions about the future of digital and agent-based recruitment in international education. Furthermore, the GISEL survey revealed that expected investment in marketing and recruitment staff would decline, with only 17% of respondents predicting an increase in 2024, down from 61% in 2022. Meanwhile, 37% anticipated cuts in this area. However, the survey showed a positive outlook for education agents, with many institutions planning to rely on them for international student recruitment.

Nearly 25% of respondents expected to increase investment in agent commissions and incentives, while 63% anticipated no change. Respondents from key markets like Australia, the UK, Canada, and New Zealand indicated that agents would be the primary channel for recruiting international students, with projections ranging from 32% to 68%. The report explained that agents are preferred for their localised expertise and market reach but warned that their high commission costs put additional strain on already tight budgets. The decline in investment was attributed to more cautious procurement processes, with universities focusing on cost-per-click metrics and return on investment. This reduction in spending comes alongside stricter immigration policies in major study destinations, including bans on international students bringing dependents to the UK and enrollment restrictions in Australia and Canada.

Jon Chew from the Navitas insights office stated that, with a federal election approaching in Australia, institutions would need to plan carefully to ensure the international education sector is ready for any future challenges or unexpected changes. He advised the sector to develop a "clear narrative and a clear vision" for the future, stressing the importance of overseeing the broader direction and the decision-making process. He emphasised that having a clear vision is crucial for both the destination's attractiveness and the institutions' ability to plan and invest wisely in Canada and Australia. He also noted the challenges of short-term planning due to limited notice regarding the cap for the next year.

Matt Durnin, principal at Nous, stated that higher education needs consistent and predictable policy. While universities play a key role in a nation's economy and society, they are not built for rapid change, and frequent shifts are especially challenging. He warned that without stability in policy, the higher education system faces significant risks. The GISEL survey reflects a significant shift in investment priorities within the international education sector, urging institutions to adapt and plan strategically for the future.

Editor’s Note:

The latest results from the second Global Survey of International Education Leaders (GISEL) show a big shift in how the international education sector plans to invest. Over 200 senior leaders from Australia, Canada, and the UK took part in the survey, which shows a noticeable drop in plans to invest in agent aggregators and digital recruitment platforms for 2024. This change reflects a broader reevaluation as universities face new challenges and opportunities. With stricter immigration policies and tighter budgets, the survey highlights that universities still rely on education agents for their local knowledge and ability to reach different markets. 

According to Skoobuzz, these findings spark an important discussion about the future of digital recruitment and the need for careful planning to ensure sustainable growth in international education.