On September 11, 2024, Simpled hosted an insightful webinar titled “How do Indian universities recruit graduate students? Borrow their marketing strategies,” featuring our CEO and Founder, Yasir Ansari. The session delved into the innovative and effective recruitment tactics employed by Indian institutions to attract top graduate talent. Yasir shared actionable strategies that international enrollment managers can adapt to enhance their own marketing efforts and better connect with prospective students globally
Understanding India's Higher Education Landscape
India boasts the world’s second-largest higher education system, with over 1,113 universities, a figure second only to the 3,500+ institutions in the United States. This expansive network is crucial for understanding the dynamics of student recruitment and the diverse opportunities for higher education partnerships.
A striking 79% of Indian students are enrolled in undergraduate programs, while around 12% pursue postgraduate (master’s) courses. At the postgraduate level, the most popular subject areas include Social Science (21%), followed by Science (15%) and Management (14%). For students pursuing PhDs, the majority are focused on Engineering & Technology (25%) and Science (21%).
What makes India even more appealing for international education initiatives is its youthful demographic, more than 40% of the population is under the age of 25, and 65% is below 35. This youthful energy, combined with India’s robust higher education system, offers an unmatched opportunity for international enrollment managers looking to attract motivated and diverse talent.
Indian Higher Education Competitive Exams
Understanding the Magnitude of Demand
The growth in student enrollment in India is staggering. According to the Ministry of Human Resource Development (HRD), the government alone cannot keep up with this rapid expansion. “We will need an additional 800-900 universities and 40,000-45,000 colleges within the next 10 years. This level of growth is beyond what the government can manage on its own,” noted HRD officials. This immense demand highlights the crucial role of innovative marketing strategies in recruiting students and addressing the educational needs of the nation.
Student Market in India
Understanding the target audience
Effective strategies for student recruitment in India
Digital Marketing & Online Presence
Examples of Indian university advertisements
Rankings are the highlight of the advertisement and are being used as an effective marketing tool to gain traction amongst the readers.
In today’s competitive educational landscape, career placements, academic merits, and scholarships have become focal points in university advertisements. Institutions are leveraging these elements as powerful marketing tools to attract prospective students.
Example of an Indian university website
When exploring Indian university websites, one prominent feature that stands out is the emphasis on infrastructure. Institutions are increasingly showcasing their state-of-the-art facilities, including modern classrooms, cutting-edge laboratories, extensive libraries, and well-maintained campus grounds. By prominently displaying these features, universities aim to attract prospective students who are looking for an environment that supports academic and personal growth.
Alumni Engagement and Word of Mouth: The 'Stay Connected' Initiative
In 2022, IIT Bombay introduced a groundbreaking initiative with the launch of an online portal called 'Stay Connected.' This platform allows alumni to update their contact information and maintain an ongoing relationship with the university. More importantly, it facilitates engagement between alumni and prospective students, creating a dynamic channel for sharing experiences and insights. By leveraging the power of alumni networks and word of mouth, this initiative enhances the university’s outreach efforts and strengthens its reputation among future students.
Google AdWords: A Key Tool for Instant Traffic and Lead Generation
Indian universities have found significant success using Google AdWords as a strategic tool to drive immediate traffic to their websites. By targeting relevant keywords, they can attract prospective students directly to their programs and landing pages. This method not only helps in increasing website visibility but also plays a crucial role in generating quality leads. Among the various digital marketing techniques, Google AdWords remains one of the most popular due to its ability to deliver quick results and its measurable impact on student recruitment efforts.
Trends shaping the Industry
Referral Programs: Expanding Reach through Collaborations
Platforms like EduKyu.com are helping Indian universities broaden their recruitment efforts by tapping into wider audiences. By partnering with these platforms, universities can leverage referral programs to increase student engagement and enrollment. EduKyu.com works closely with institutions to implement these strategies, creating a network of referrers who help spread the word and drive prospective students toward their programs. This collaborative approach not only amplifies the universities' reach but also enhances their ability to connect with a more diverse pool of applicants.
Campus Tours & Open Days
Virtual Meets & Webinars
With the growing importance of digital platforms, Indian universities are increasingly relying on virtual meets and webinars to connect with prospective students. These online sessions allow institutions to engage with a global audience, provide detailed program information, and answer questions in real-time. Webinars, in particular, have become a key part of student recruitment strategies, offering universities the chance to showcase their strengths and interact directly with interested candidates. This approach not only creates a more accessible and interactive experience but also helps build trust and rapport with students who may be unable to attend
in-person events.
Simpled's upcoming India Graduate Tours
That’s all for now, but we’re just getting started! Watch this space as we bring you more insights, trends, and updates from the ever-evolving world of International Education Marketing.
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