The future Is phygital: blending human connection with tech-driven efficiency in student recruitment
The international student recruitment industry is advancing to meet the growing demands of personalisation and efficiency. Despite the challenges, there has been a spike in the number of university applications, particularly in core subject areas like STEM.
Simultaneously, students now expect tailored support and guidance, driving demand for more personalised services. This is evident in the QS International Survey 2023, which states that approximately 59% of students expect a detailed and personalised response to their inquiries within three days.
As students become more informed about their study abroad plans, stakeholders such as recruitment agencies, universities, and consultancies face increased competition for their attention, leading to shrinking pools of applicants in terms of market share.
The future is ‘phygital’. This blended model is the future of international student recruitment, especially when it fosters transparency and effective student support. Through thoughtful investment in both physical presence and purpose-built digital tools, one can reshape how students engage with their study abroad journey and the recruitment process, delivering long-term value.
The challenge: gaps in the current recruitment model
Admittedly, there seems to be a gap in communication between students, agencies and institutions, which accounts for the frustration and delays on both sides. This is often due to a heavy reliance on traditional manual recruitment processes and outdated tech systems with limited problem-solving capabilities.
Students expect support that’s not just fast, but also personal and consistent
A 2022 ICEF Agent Voice survey highlighted that while older, relationship-driven “master agents” have dominated, they’re now facing growing competition from technology-enabled aggregators that attract students through digital efficiency and reach. The personal connection that sets agencies apart seems to be waning.
This suggests that agency models relying primarily on personal networks are being challenged by platforms that streamline processes and deliver information directly to students. Agencies must turn this challenge into an opportunity by using smart technology to build a seamless connection with students at every stage.
Technology-led approach
Students expect support that’s not just fast, but also personal and consistent. Meeting this demand at scale means using technology not as a shortcut, but as a smarter way to engage meaningfully.
As Liaison’s recent report explains, AI is transforming recruitment through predictive analytics, application tracking, chatbots, and data-driven lead scoring. Tools like chatbots can now handle thousands of real-time queries from admission requirements to booking counselling sessions. Course recommendation engines offer personalised, data-backed suggestions based on a student’s background, preferences, and budget.
Case study: Study Now’s results and impact
Study Now has reinforced its commitment to local engagement by setting up local offices beyond the UK’s borders in key recruitment markets such as Nigeria, with plans to expand to other countries with rising interest in international education.
Since establishing a physical presence in Lagos, there has been a surge in walk-in traffic, student engagement, and trust throughout the enrolment process. This presence has created a more accessible and credible point of contact for students and guardians alike.
With the design of a purpose-built CRM, Study Now aims to enhance every touchpoint of the student journey, including application tracking and compliance monitoring. The system improves internal efficiency, ensures accountability, and enhances transparency. It’s people-centred, secure, and built for a performance-driven culture.
Digitally, the CRM is already driving measurable improvements: it simplifies back-office operations, increases follow-up efficiency, and promotes stronger collaboration across departments. It also provides clearer insights into student behaviours, pain points, and preferences. Together, these gains are pivotal to delivering a more responsive student experience. This digital advancement has also contributed to expanding the business beyond the UK’s borders.
The future of international student recruitment lies in balancing empathy and efficiency for sustainable growth. Study Now is building meaningful, human connections while scaling with smart systems that deliver results in a complex market.
Agencies that will thrive tomorrow are those investing in both people and platforms, not one at the expense of the other.
About the author: Oyinkansola Shobiye is a copywriter at Study Now with hand-on-experience in brand storytelling and communications strategy. Oyinkansola holds a degree in English Language and Education from Obafemi Awolowo University, Nigeria. She leads the creation of research-led communications and marketing content that supports international student recruitment and engagement at Study Now. Her work is rooted in student-first messaging, ensuring that every campaign is informative, inclusive, and aligned with the needs of today’s globally mobile learners.
The post The future Is phygital: blending human connection with tech-driven efficiency in student recruitment appeared first on The PIE News.