How Universities Are Competing for International Visibility
How do universities actually stand out when every school is trying to be "global"?
It is the question every university board is asking right now. In simple terms, the world of Higher Education has
become a giant, crowded marketplace. Years ago, a university only had to worry about the school down the road.
Today, a college in Manchester is competing for the same International Students as a college in Melbourne or
Montreal.
If a student in Mumbai or Dubai types “best engineering degree” into Google, thousands of results appear. If your
institution isn’t on that first page, you are practically invisible. This is what we mean by international
visibility — and at
UniNewsletter , we see this shaping recruitment strategy
more than ever. It’s no longer just about having a famous name; it’s about making sure the right people can find you
at the right time.
Why is being seen globally such a big deal now?
In simple words, it comes down to survival and growth. When a university has a high global visibility of
universities, it attracts better researchers, more funding, and a more diverse student body.
According to data from
Project Atlas , millions of
students are moving across borders every year. For a university, these students aren't just "enrollments", they
bring new ideas and help the school build a global reputation of universities. If a school stays local, it risks
falling behind in research and losing out on the talented minds that keep a campus alive.
How do universities actually get noticed?
Many people assume that the only thing you have to do to "advertise" internationally is buy advertising; in
reality, however, building a global brand for your university involves so much more than that. Building an
international brand means creating a compelling narrative for your institution that leads future students to believe
that they belong at your institution.
In simple terms, universities use a few main tricks:
Social Proof: They show real students living their best lives on campus. This is why many
universities use social media to reach students worldwide . It feels more real than a printed
brochure.
Messaging about Outcomes: Nowadays, students want to hear about "jobs," instead of "history." They want to
know their chances of obtaining employment after finishing school.
Online Content: Institutions no longer simply have a website but now provide blogs/vlogs that provide
answers to questions that are relevant to the international student community, such as visa processes, finding
accommodation, etc. Visit this site for additional information on
developing a brand using digital content .
Do those global rankings actually matter?
The short answer is not just yes but possibly too much - everyone knows who QS and Times Higher Education are. For
many families,
global ranking strategies for universities are the first thing they look at. If a school isn't in the "Top
100," some parents won't even consider it.
Due to the shift in student attitudes towards school, many schools have realised that being ranked #1 in "Impact"
and/or "Satisfaction" is often more valuable than being ranked #500 in total. According to
UNESCO , students today are more informed, requesting
more specific information about program areas, as well as practical knowledge to enable them to gain jobs that will
provide income after graduation.
What are the best ways to find new students?
The old way was to go to a big hotel and sit behind a desk at an "education fair." The new international student
recruitment strategies are much more personal.
Using Data: Schools now look at where people are clicking from and show them specific info. If a lot of
people in Brazil are looking at your sports programs, you show them sports content.
Long-term Branding: You can't just show an ad once. You have to be visible for months. This is why
investing in long-term digital brand visibility is so important.
Local Experts: Many schools work with "agents", people on the ground in other countries who know the local
culture.
ICEF Monitor states that the students still heavily
utilize these networks in making their decision at the end.
What is "Internationalization" in simple words?
You hear this word a lot in higher education global marketing, but internationalization of higher education really
just means making the university a global community.
It’s about having professors from different countries, offering degrees that work in more than one country, and
making sure the "vibe" on campus is welcoming to everyone.
The
PIE News often points out that the schools that win are the ones that make international students feel at
home, not just like a "customer."
Why is it so hard to compete?
It’s a tough game. Universities competing globally face some big problems:
Visa Regulations: Many times, overnight changes in the visa rules of a country can ruin a plan that was put
in place by you for recruiting.
Money: Smaller schools can't spend millions on ads like the big Ivy League names can.
Noise: There are so many schools saying the same things. In simple words, it’s hard to sound different when
everyone says they have "world-class faculty."
The Bottom Line
Simply put, being a global standout isn't about size; it's about how helpful and visible you are to those you
serve. Higher Education needs to shed its traditional image as regional players and instead, embrace their role as
contemporary brands.
If a school can show a student exactly how their life will improve and make sure that message is seen across the
globe, they will win. It’s a long race, but it all starts with being seen.
26-05-2023
American University of Ras Al Khaimah 
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