Standing Resilient: How In-Country University Representatives are Braving the Storms of 2024

A collaborative article by Megha Srivastav & Megan Mankerian-Stem

2024 has been an unprecedented year in international education. The relentless shifts in immigration policies, political elections in key overseas education destinations, severe university budget constraints, and intensifying competition among institutions (both local and international) have all tested the sector's endurance.

During a recent discussion with Jerry Czub, AVP, Client Success & Global Advisory at Grok Global Services about the sector's evolving challenges, he highlighted an important point "While we often talk about the effects of changing immigration policies and political climates on student enrollments and mobility trends, we tend to overlook the remarkable efforts of In-country University Reps, who are navigating these challenges on the ground. These unsung heroes maintain their institutions' presence, demonstrating remarkable tenacity and perseverance while keeping their spirits and smiles intact."

Adding further depth to this perspective, Maria Mathai, Founder & Director of M.M Advisory Services and a leading figure in international education, emphasizes on the pivotal role of University reps “In-country university reps are crucial in adapting to changing policies and market dynamics. They are on the front lines, ensuring universities like maintain a strong presence in foreign markets. By balancing local market demands with their home institutions' goals, they effectively address policy shifts and cultural intricacies. Their role is essential in sustaining recruitment efforts, building long-term relationships, and safeguarding institutional stability, particularly during challenging times." 

In this article, we will explore the strategies and approaches the university reps have employed to not only weather the challenges of 2024 but to emerge even stronger by leveraging local market expertise and cultivating strong, lasting connections. Their strategies provide valuable insights for anyone maneuvering through the complexities of international education today.

Not Just Surviving, But Thriving: 10 Strategies for Success for University Reps

When the going gets tough, the tough get going. In the challenging landscape of 2024, university reps have shown incredible strength and flexibility. Here are some key strategies that have proven essential for their success:

1. Staying Informed and Agile

University reps stay ahead of industry changes by keeping strong connections with government agencies, international offices, education stakeholders, and high school counsellors. These relationships help them stay updated on regulations, trends, and best practices.

Gaurav Chhabra, Student Recruitment Manager supporting Dalhousie University emphasizes "Staying updated is key, but clear communication with students and parents is equally vital. It reassures them and addresses their queries, especially in uncertain times. Being the front face of their concerns isn’t easy, but it’s our job, and we have to do it well.” 

2.  Strategic and Cost-Efficient Outreach

With tighter marketing budgets, in-country reps are adopting a hybrid approach of virtual and in-person outreach. They target high-yield areas for face-to-face visits and use virtual platforms to explore new regions. This includes prioritizing high-ROI events, targeting follow-ups for better conversions, scouting for free events, negotiating discounts, and improving event coordination to avoid scheduling conflicts.

Savi Aggarwal, Country Adviser supporting Durham University highlights, “We have refined our strategy to focus on meaningful connections and efficient outreach. By blending virtual and in-person efforts, we are expanding our reach within budget. Our approach now targets key markets and conversion-focused events, adapting to current needs while maintaining a long-term perspective on student support.”

3.  Maintaining Visibility and Reassurance

Representatives are ensuring strong visibility and engagement during periods of uncertainty. They stay present for students and parents, providing up-to-date information and reassurance through both in-person and virtual interactions. This approach keeps their institution top-of-mind and builds trust, even in challenging times.

Karan Menon, Senior Manager of Student Recruitment and Strategic Alliances (South Asia) at Queen’s University Belfast, states, "Even without all the answers, being present and providing honest updates is crucial. It shows our commitment to supporting students and parents through uncertainties."

Shivang Malik, Regional Manager (India) at Illume Student Advisory Services Ltd, advises fellow in-country reps, "Stay visible and communicate openly during uncertain times. Consistent, honest engagement builds trust and demonstrates your institution’s commitment to supporting students and parents, no matter the circumstances."

4. Enhancing Institutional Appeal and Managing Reputation

In-country reps boost their institutions' appeal by highlighting unique strengths such as specialized programs, industry connections, and alumni success. They tailor their messaging to align with local students' aspirations, ensuring their institutions stand out. Simultaneously, they manage their institution's reputation by monitoring social media and news, addressing negative coverage swiftly, and promoting positive stories. This approach enhances the institution’s image and ensures accurate, reassuring information reaches students and parents.

 Amit Arora, Senior Recruitment Advisor (India) supporting the University of Alberta, says, “As in-country reps, we connect our universities to the dreams of local students. By emphasizing our unique strengths and managing our online presence, we build trust and ensure that students and their families feel confident in their choice.”

 5. Expanding Focus to Tier 2 Cities

In-country reps are targeting Tier 2 cities to tap into their untapped potential. This strategy diversifies the student base, reduces reliance on saturated urban markets, and opens up new growth opportunities.

Sandeep Bhalla, representing a leading Australian university in India, says, “Tier 2 cities bring diverse, enthusiastic students who enhance our campus and broaden our university’s appeal. Engaging with these regions helps us understand and meet their unique aspirations, creating a more inclusive learning environment.”

6. Building Alternative and Sustainable Student Recruitment Channels

In-country reps are strengthening student recruitment by leveraging Transnational Education (TNE) partnerships, working with independent education agents, and forming high school alliances. Combining these with community events, alumni networks, and digital platforms creates a robust and flexible recruitment strategy.

Geetha Kuruba, supporting South Asia operations for the University of North Texas, notes, “Collaborating with local institutions and community events not only helps us recruit students, but also builds lasting relationships, ensuring a steady pipeline of talent.”

7. Managing Personal Burnout

 In-country reps are effectively tackling burnout by focusing on their mental and physical well-being. By setting boundaries, pursuing hobbies, and balancing social activities, they maintain long-term effectiveness and strength.

 Parul Khurana, Regional Recruitment Advisor, South Asia at Toronto Metropolitan University reveals how she maintains balance amidst the chaos: "Art is what I take to, to nourish my soul. It is immersive and therapeutic. It recharges me, helping me manage the constant changes at work."

 Srishty Jha, Student Recruitment Advisor supporting Xavier University, a sports enthusiast, adds, “Playing badminton and spending weekends with industry peers keeps me energized and provides a space to share challenges and support each other.”

8. Staying Connected to the Home Campus and Advocating for Resources

In challenging times, staying connected with the home campus is essential for in-country reps. Regular check-ins with managers and teams help reps stay integrated into the broader enrolment strategy and receive necessary support.

Abhimanyu Sharma, Senior Recruitment Specialist at University of Ottawa outlines, “Regular updates and open communication from my university are vital for staying connected and supported in my role.”

Gaurav Soni, Manager of International Recruitment and Business Development, South Asia for Cambrian College International, remarks, “We ensure consistent support and resources for our in-country reps, making them feel valued and integrated into our enrollment strategy. Suggestions from our in-country team are not only considered but acted upon for better support on the ground.”

9.  Professional Development Opportunities

In today’s evolving landscape, in-country reps need to go beyond recruitment duties. Involvement in community activities, attending professional development conferences, and developing leadership and project management skills strengthen their adaptability, helping them handle complex challenges and advance in their careers.

Farheen Memon, Assistant Director, Recruitment from Illinois Institute of Technology exemplifies this approach, stating, "Taking on the Project Manager role for the International ACAC Regional Forum was a strategic step for my growth. It sharpened my collaboration skills, improved my logistical management with cultural sensitivity, and taught me how to give constructive feedback. This experience broadened my perspectives and emphasized the value of stepping out of my comfort zone for both personal and professional development."

10. Take Your Holidays

In the demanding role of an in-country rep, it’s easy to overlook the importance of taking a break. However, time off is essential for recharging and returning with renewed energy. This means to not only get away from home, but also putting down your mobile and laptop, and adding a vacation auto-response to your email.

Mitika Tiwari, Student Recruitment Officer supporting SOAS University of London, shares, "Taking that long-awaited holiday not only offers a vital break but also promotes a healthier work-life balance. It helps you return to work refreshed and focused. By disconnecting and dedicating time to personal well-being, reps can manage their responsibilities more effectively, maintain high performance, and come back rejuvenated, ready to tackle ongoing challenges."

The Road Ahead: Celebrating the Integral Role of University Representatives

The journey of in-country university representatives in 2024 has been one of determination, adaptability, and a never-give-up attitude. As they continue to face the challenges of a changing international education landscape, their role remains essential in helping students around the world achieve their academic dreams.

Alisha Koumphol, Manager of International Recruitment and External Operations at Brock University, emphasizes: "In-country university representatives are more than just the faces of our institutions; they are the heart of global education. As the first point of contact, they bridge local expertise with our institutions, ensuring every student receives the tailored support they need. Their unwavering dedication and deep connections with local communities not only build trust but also profoundly shape the future of global education."

Building on this, Aritra Ghosal, Founder and CEO of OneStep Global, aptly adds: "We need to have more conversations about the indispensable role that in-country university representatives play, despite the challenges they face. Their commitment to understanding local needs and guiding students through their academic journey is what makes international education possible. Though they may not always be in the spotlight, their impact is felt through the many students whose lives they help transform. It’s essential to recognise and celebrate their contributions, ensuring that their dedication and influence are acknowledged."

As we look ahead, it’s clear that these representatives are the backbone of international education, quietly yet powerfully shaping the future of students around the world. Their work deserves recognition, and their stories must be told—honouring the profound difference they make in the world.