IHEF 2024 forward look: Sandy Bhangal, ETS TOEFL

UK higher education has a long and positive relationship with international students, with its reputation for prestigious institutions, diverse range of courses, and a multicultural environment. It is well understood that diversity enriches the educational experience for all students and contributes to the global reputation of UK universities; however, it is also well understood that the sector is facing significant challenges - from funding issues to political rhetoric and the rise of competing destinations - making the need to diversify even greater. 

In 2023, the UK welcomed students of 206 different nationalities. 63% of study visa applications for higher education purposes were for students from China, India, and Nigeria, leaving 203 nationalities accounting for the remaining 37%*. The issue of diversification is therefore not one of having enough potential markets, but knowing which ones to choose and how to work effectively with them. 

Different settings require unique approaches and, without an unlimited budget, you cannot have representatives on the ground simultaneously in every country. It becomes imperative to take both strategy and practicality into consideration when deciding how to diversify, for example: 

• What do potential students need and how does your offering help meet them? 

• Do you have alumni from countries you wish to recruit more from - how can they support you and their peers?  

• What are the cultural nuances and varying media channels, and how can you navigate them? 

• What type of funding is available, and can students utilise scholarships to come to the UK? 

• Which competitors are active, both from inside the UK and other study destinations? 

As daunting as it may appear, it is important to remember you are not alone. Companies such as Sinorbis – another organisation who will be joining us on our IHEF session - provide digital platforms that simplify your outreach over an entire continent, and test providers like ETS can do more than deliver TOEFL assessments. 

Indeed, TOEFL can act as a collaborator with your recruiting teams: ETS has subsidiaries worldwide that promote TOEFL-accepting universities, work with quality recruiters, and provide a platform to engage with students and institutions via its social media channels; innovative tools such as TOEFL Search Service provide institutions with access to a database of over a million qualified students which they can filter and recruit from.

There is much more to discuss on these topics, and you can hear from an expert panel representing UK universities, international students, and respected service providers during the ETS session at the International Higher Education Forum on 1st May 2024. ETS’ UK team are keen to continue the conversation and will be available throughout the conference and beyond to discuss how they can support your diversification aims. 

Sandy Bhangal will be speaking at the 'Effective diversification: balancing the needs of institutions and students' at International Higher Education Forum 2024. Secure your spot here while tickets remain.