Sarah Cooper, chief executive, English UK
Published 02/03/2017
Sarah Cooper was appointed chief executive of English UK in the middle of 2016, a year fraught by challenging ELT markets, school closures and the shock Brexit referendum result. This year is set to be no less challenging but, as she tells The PIE, cautious optimism is growing in the sector.
The PIE: You became English UK’s chief executive last August, but you were on the board for six years before that. How have you seen the association’s membership changing?
SC: In all sorts of ways, as the range of providers is very diverse. While the bulk of our members are independent language schools, they also include chains of language schools, public colleges, universities and pathway providers. Altogether, these add up to nearly 450 members.
“Our providers know their markets and try to be one step ahead. Of course, this can be challenging when particular visa markets are shrinking”
We have also seen real growth in the pathway providers, which is not surprising – it is a market that began growing rapidly a few years ago and is very strong now.
Given this diversity, in these past few years we have seen chains grow, we have seen acquisitions by chains of smaller independents, and we have seen independent language schools find a very good niche and consolidate their place in that market, something I think we will continue to grow.
People think of the English language sector as just teaching English grammar, or how to read and write in English and general English, but there is a lot of specialist English teaching that goes on. We have a number of schools that specialise, whether it is, for instance, in Executive English, or English for airline pilots, or English for finance.
I think our discrete providers know their markets very well indeed and try to be one step ahead to make sure that they are constantly aware of their customers’ needs. Of course, this can sometimes be challenging when particular visa markets are shrinking, which is now further complicated by Brexit.
The PIE: Which markets in particular are you concerned about?
SC: Understandably, our current main area of concern – and key priority – is the EU. Nearly half of our students come from the EU, with the current visa free travel arrangements serving as an important driver for this. Any significant restrictions on movement would be damaging to the industry, and so it is imperative that the rights of EU students are protected as the government negotiates to leave the European Union.
The PIE: So let’s talk about Brexit. Has the sector’s response changed in the past few months?
SC: The initial response was utter disbelief and shock, because I think nobody believed it would really happen. And because there didn’t seem to be a clear plan, people were very nervous about whether it would mean visas for European students.
“Untangling Brexit is like untangling the biggest knot of all time”
I think as that panic has abated, people have become much more pragmatic, much more philosophical and much more positive about it. Untangling Brexit is like untangling the biggest knot of all time and education is no different to that. We share a long history of language exchange with the rest of Europe, one that will be important to protect in the negotiation process.
The PIE: Were you concerned that education wasn’t initially part of Brexit discussions?
SC: Yes, but I’m glad to see it grow in prominence and become part of the debate. The international education sector is a vital industry and international students are of great economic, cultural and societal value to the UK.
There have been numerous reports highlighting these different contributions, not least by English UK – we commissioned an economic impact report which demonstrated our £1.2bn contribution to the UK economy.
Just recently, we have seen MPs from all parties – including 30 Conservative MPs – acknowledge this as they signed a letter to the Prime Minister demanding she ends the practice of including foreign students in net migration figures. Whether part of the Brexit negotiation process or not, it’s encouraging to see these issues recognised and discussed.
The PIE: It’s been a tough couple of years for the sector but the atmosphere seems more positive than this time this year – would you agree?
SC: Yes, it is. Quite a lot of people have seen bookings increase rapidly after sterling fell, so we continue to benefit from it.
“I’m glad to see ELT grow in prominence and become part of the Brexit debate”
I think people have listened to [feedback from agents about the need to diversify ELT offerings]. The feedback I’ve had anecdotally from agents is that the UK has been very flexible, so if there had been a reflection of inflexibility that seems to have gone. Naturally the UK has responded really well to uncertainty: we have been very positive about still being open for business, we are listening to our market, we are putting on the courses that people want and that is obviously paying off. People are quite buoyant.
The PIE: There also seems to be a growing awareness in ELT of the need to diversify the geographical intake of students, so as not to rely too heavily on some markets.
SC: Absolutely, and we have a team at English UK that focuses on market development and works closely with the Department of International Trade, for example, to look at upcoming markets and new opportunities across the world. We’ve recently had a colleague join DIT on a mission to Brazil and Colombia to explore opportunities presented by immense language needs in those markets.
The PIE: What trends do you think we’ll see shaping the sector in the next few years?
SC: The growth of the junior market is one. It continues to thrive in the EU and we have also seen incredible growth in China, which is really encouraging. Providers have responded to that well and are putting on some fantastic courses where yes, language is a part of it, but it’s the total immersion in British culture that provides additional appeal.
“Language is a part of it, but it’s the total immersion in British culture that provides additional appeal”
In the adult market, the growth of niche markets and courses is one to look out for as providers tailor their offers to accommodate diverse needs of professionals from all corners of the globe, be they engineers, or pilots.
Finally, I think we’ll see new, exciting markets continue to emerge. The Asian and Middle Eastern markets are obviously key, but it will also be interesting to see how Iran develops as it could potentially be enormous.
The PIE: So what would you say are your strategic priorities?
SC: I would think they fall into three key areas. One – very intense member engagement – underpins the other two.
In terms of the those other two – one is to be assertive in the field of public affairs. That is, to tell the very rich story of the ELT sector, to engage members in these discussions as they develop relationships with local stakeholders, be it media or MPs and ensure they are equipped to make sure they are kept abreast of what is going on. As I talk to members who are talking to their MPs, colleagues in the sector who engage with the All Party Parliamentary Group, there does seem to be an increase in understanding and appreciation of the value and importance of the sector – more than I have seen in some time – so that is very positive.
“There is a great willingness within the sector to support each other, realising we are all inextricably linked together”
The other priority is market development, looking at the new markets and trends, really good quality marketing intelligence.
The PIE: Do you have any plans to foster links with the higher education or further education sectors?
SC: Yes. I come from within the industry, where I was previously also responsible for international English and international HE, which means I already have quite good relationships within the broader sector that I am very keen to foster.
I sit on something called the International Education Advisory Group, which represents the whole sector and is convened by the British Council. There is a great willingness within the sector to support each other, realising we are all inextricably linked together.
Clearly we are not the biggest part of the international education industry, but as I have said before, we are the gateway to a lot of it, so it is important for us to understand the university and college sectors and to work with them and the pathway sector.
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