The UK is caught in a ‘perfect storm’
“Having spent the last two years working with leading Australian universities to support their international student recruitment, coming back to the UK to see the challenges being faced by universities here brings a fresh perspective to the issues.
In my experience and that of my colleagues at Hobsons, the feeling within the sector is that the new visa regime recently implemented by the UK Border Agency means that, in effect, UK universities have been closed for business from international students.
This is far from the case but perception counts for a lot and perception amongst the press, foreign agents, prospective international students and indeed within some universities is that the UK is no longer such an attractive proposition.
It’s true, UKBA reforms and the ongoing economic crisis have brought fresh challenges but the fundamental reasons for the UK being the destination of choice for countless thousands of international students and their families over the past half a century have not changed. Institutions need to start focussing on what makes our education system so appealing and stop worrying about what our competitors are doing; especially Australia.
The simple fact is that the implementation of the recommendations from the Knight review in Australia has made the visa process for oversees students more straightforward, it has made the cost of studying financially less burdensome and it has increased potential career opportunities post graduation.
The Australian Government has risen to the challenge of promoting openness and you can be sure that the universities will hold up their end of the bargain; maximising the opportunities created through responsible recruitment. In the meantime, the UK is caught in a ‘perfect storm’ – and one that is partially of our own making.
We cannot control what other countries do however we haven’t done enough to affect those elements within our control: our brand, our offering, our message. We need to manage perception otherwise someone else, with a very different agenda to our own, will do it for us.
Putting aside perception for a minute, the reality for UK universities is that we provide a world class education system in one of the most culturally diverse and welcoming countries in the world. This reality is at risk of getting lost amongst the negative press surrounding student fees, English language requirements and opportunity to work; it is the responsibility of the sector as a whole to address this disparity between perception and reality.
There is a logic behind the UK visa reforms, even if the government has taken a rather heavy handed approach to the solution for the existing gaps in the system. It is up to us to work within this changing landscape and re-focus our efforts. Universities must get specific; they must use what they know of their current and past international student cohorts to determine what message they need to get to market and then they must ensure that message is received loud and clear.
As a sector and as individual institutions, we need to make sure that we are absolutely clear about our aim, our message and our medium. You cannot buy what is unique about British higher education – its history, quality and prestige. You certainly cannot buy what is unique about your institution. In an increasingly competitive market, the universities that thrive will be those that are able to differentiate themselves.”
Duncan Findlater, Head of Client Services at Hobsons, has recently returned from Australia. Find out more about Hobsons: http://www.hobsons.com/europe/