New Economics of Student Recruitment Executive Briefing
UK universities have long depended on international students as a financial lifeline, yet the model underpinning this success has become unsustainable. Rising costs, policy instability, and fierce global competition have collided with an overreliance on international tuition revenue. The result is a system that delivers record student numbers yet leaves many institutions facing financial gaps.
It’s clear that the old playbook of prioritising headcount at any cost is no longer sustainable. The new economics of recruitment demand cost discipline, purposeful diversification, and data-led decision-making.
This executive briefing examines these challenges and how UK universities can recalibrate their international recruitment strategies in response to today’s market realities. Download the full briefing or explore the key sections below.
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Why strong executive oversight is critical
Decision-making around international enrolment strategy is often fragmented across recruitment, planning, finance, and academic teams. This section makes the case for stronger executive-level accountability to unify data, clarify headcount and revenue trade-offs, and rebuild a financially sustainable recruitment strategy grounded in cost discipline and realistic forecasting.
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Manage undisciplined spend
Many UK institutions are investing more in international recruitment without clear evidence of return, spreading resources thin across markets, agents, and channels. This section outlines how to rein in undisciplined spending and redirect investment toward fewer, higher-impact priorities.
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Ground growth in reality
International growth targets are often set without sufficient alignment to market demand, institutional capacity, or risk exposure. This section helps leaders assess whether their ambitions are achievable—and how to pursue growth that is financially and operationally sustainable.
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Regain control in a volatile landscape
In an environment marked by disrupted enrolment patterns, institutions must move from reactive responses to deliberate, data-informed strategy. This section calls for stronger decision-making discipline to manage uncertainty and outlines how EAB’s resources and services can support more confident, evidence-based choices throughout the recruitment cycle.
Get hands-on recruitment guidance
Email [email protected] or your Strategic Leader to request customized EAB support aligned to your core recruitment cycle decisions. We can help you:
- Track and compare recruitment costs by course and market
- Gut-check decisions and trade-offs across numbers targets, net tuition revenue goals, and mission
- Map high-potential regions where your portfolio strengths match local skills gaps
- Review your course portfolio to identify strengths, gaps, and realistic opportunities for growth
Access the research report
This research report is available through EAB's Professional and Academic Services Forum. Complete the form below for immediate access or log in.