Five tips for Student Recruitment - Indonesia

Indonesia is an emerging market for student recruitment, albeit with a growth rate in student visa issuances that has not been linear. 2017 saw a sharp decrease in student visas issued, largely due to changes in scholarship policies, however 2018 saw a return to growth of approximately 5%. While the post-graduate market is the cause of these swings in market trend, the self-funded undergraduate market is seen as a long term growth opportunity.

We are pleased to share five tips for self-funded student recruitment marketing:

1.  Break down costs

The perception that the UK is very expensive compared to other competing countries still exists. One of the more important things to highlight to potential students and parents is therefore cost. It is important to educate parents that UK is cheaper compare to our competitors; USA and Australia. You can achieve this by breaking things down, parents want to know how much they will spend each month for accommodation, spending money as well as how much they need to pay each semester or year.  By providing this detailed information, parents will able to calculate accurately and appreciate that the UK provides the best value for money!

2. Engage with key influencers

Indonesia is a referral market. Academic advisors, current Indonesian students in the UK, Indonesian alumni, and local agents can all play an important role in increasing your student recruitment. It is not uncommon for parents and students to ask agents not only where they should study, but also what subject. It is very important to established good relationships with school counsellors, creating an alumni association if you have not already, and maintaining regular activities each year to engage agents.

3. Use current students and alumni in social media

While influencers such as agents are important, parents and students are especially keen to hear stories from students and alumni. The UK is still relatively unknown compared to competitor destination countries, students are therefore keen to know that they will not be alone in their UK experience, and parents are reassured by seeing other Indonesian student stories that they can relate to. Real life testimonials always add additional credibility to messages delivered by university reps and agents.

4. Scholarships are still significant

Many Indonesians perceive earning a scholarship (full or partial) as a source of pride. Scholarships are therefore a useful tool in student recruitment marketing, and can sway decisions on where to study. Being a matter of pride, asking for a scholarship is not necessarily an indicator that the family cannot afford the tuition fee. Considering that current student testimonials are useful, if you are new to the market you may wish to use partial scholarships as a tactic to recruit your first students, who later may then act as influencers.

5. Highlight cultural and religious activities

Students will usually feel more comfortable if they know they have access to a place of worship, and Halal food. It is therefore important to inform parents about the location of accessible places of worship (mosque, church, etc), as well as support communities in the local area. Examples of students actively involved in festivals such as Eid Fitr / Christmas are valuable, or students engaging in charitable activities.