What a Trump presidency means for international student recruitment
By Grace Brennan
On January 20th, 2025, Donald Trump will be sworn in as President of the United States. He has already promised to enforce tough immigration laws, but has equally made claims that international students graduating from US colleges should be allowed to stay in the country.
Prospective international students say that the election doesn’t impact their decision to study in the US, but the conflicting attitude towards immigration can create an air of confusion. For people hoping to study and settle in the US, the process may now seem more daunting and complicated than ever.
Let’s take a look at what Trump’s presidency might mean for higher education and international student recruitment. We’ll examine how university marketing departments can cut through the noise and make the case for the US as a fantastic study destination — no matter who is in the White House.
The ‘Trump effect’ on international student recruitment
Even pre-COVID, during Trump’s previous term in office (2017-2021), international student applications and enrollment declined due to what experts call the “Trump effect.”
Trump introduced a travel ban for a number of countries, as well as blocked issueing visas to people from Nigeria, Myanmar, Eritrea, and Kyrgyzstan. He also put limitations on the H1B work visa, which created significant employment barriers for international students after they graduated.
The result of these policies? By 2018 the US had the smallest increase in international college student enrollment in a decade, and the number of international students who applied to a US institution for the first time also fell.
Some colleges attributed the stalling figures to Trump’s discourse. Others said that the change was more connected to higher education fees. Whatever the cause, college revenue dropped, student bodies became less diverse, and fewer scholars visited US higher education institutions.
When Joe Biden took office after Trump in 2021, his administration eased some of the policies introduced by Trump on international students. The move was both to reverse some pandemic-related immigration restrictions and to help stimulate declining college enrollment rates.
In particular, Biden allowed students from China to reenter the US – a demographic that made up 35 percent of international students between 2019 and 20.
A bumpy road ahead
Fast forward to today, and Trump’s dialogue around international student recruitment is inconsistent.
Immigration hardliner Stephen Miller, who previously had a key role in developing immigration policies such as the family separation policy and the Muslim travel, has been announced as the White House deputy chief of staff for policy. On top of this, Trump’s team has suggested implementing “the most aggressive vetting process in US history” for immigration.
Elaborating further, the team said this entails “keep[ing] the most skilled graduates who can make significant contributions to America. This would only apply to the most thoroughly vetted college graduates who would never undercut American wages or workers.”
With this criteria, the Trump team says it would offer international graduates a green card, allowing holders to live and work permanently in the US.
If the policy is carried out, it will be a departure from Trump’s approach in his first term. At the time, the Executive Director and CEO of NAFSA (Association of International Educators) claimed Trump’s restrictive policies accelerated the decline of international students in the US. In turn, this hindered the US’ ability to succeed in the global competition for talent.
The potential offer of a green card to select graduates could therefore be an attempt to boost international student recruitment and the image of the US as an inviting place to study.
But based on Trump’s previous policies, the US student visa process could become harder. Expect longer processing times, longer security checks, and more questions. The promise of green cards for international students then, may not be as impactful as stated.
Rewriting strategies for international student recruitment
In such a turbulent landscape, how can college recruiters and marketers navigate negative messaging around Trump’s immigration policy?
It is possible to acknowledge the political and social implications of Trump’s new term and continue to welcome international students.
- Adapt and appeal
Firstly, make sure that your marketing strategy is adaptive. That means staying up to date on any migratory policy changes from the new Trump administration. This includes exemptions and loopholes that could help international students – and your recruitment efforts.
At the same time, deep dive into your demographics:
- Where are your international students based?
- What challenges do they face under the US government?
- What are they concerned about?
Speaking to agents and getting their perspective is invaluable. After all, they’re on the ground in different countries and will have heard directly from potential students about their worries.
Prioritise any marketing materials that guide those students through difficulties. For example, this could include an ebook or video tutorial to US student visa interviews. Agents might even have insights into how you can assuage potential students’ doubts.
Meanwhile, continue to showcase all the brilliant reasons to study in the US, despite political uncertainty. After all, the US has received the most international students in the world.
Include data, student testimonials, interviews, corporate partners, and interesting narratives that really sell the US (and, particularly, your college) to overseas students. Remember to feature information about life and culture in the US too.
Find out more about how to adapt your marketing strategy to student migration trends.
- Work with nano influencers
Another route could be to work with nano influencers: people who have a small but highly engaged online following.
Nano influencers could be past or current international students, who can give prospective students an insight into the international student experience at your college.
Nano influencers are great because research shows that students are strongly influenced by other students. This style of peer-to-peer marketing can make your messaging more honest, relevant, and effective. And, Gen Z nano influencers are particularly adept at making compelling content.
To find the right nano influencers, search hashtags that you want to focus on on social media. Pay attention to any people who are already posting positive things about your college, and look for people who reflect the international student group you want to target.
Learn more about developing your influencer marketing strategy
- Be authentic
Students around the world are often plugged into US politics. If they’re considering studying there, they’ll likely have an idea of what the current landscape is. Don’t be tempted to sugarcoat things. You can be real and attract international students.
On social media, share stories from students about their experiences, so others know what to expect on arrival. Ask questions or start conversations online that encourage students’ participation. You could ask them what the biggest culture shock was when they got to the US, or what worries them most under the Trump administration.
Students are savvy, and can tell from a mile away if your messaging is disingenuous. Always assume that your prospective international students are informed and eager to learn more.
Discover why authenticity is so powerful in higher education marketing.
- Try director duties
Video social media content is one of the most powerful (and fastest) ways to connect with your international audiences. Not only does it give them a visual of your college, it can humanise your marketing. Most importantly, a friendly face can help reduce anxieties students have about studying in the US right now.
For example, you could create and upload “behind the scenes” videos showing the logistics of the college, or a “day in the life” professor profiles.
You may also want to record political experts or local politicians offering their opinions on international study and Trump. Doing so makes your college seem safer and more accessible to the people watching.
Video content is not only more likely to engage users, it’s also good for SEO. It doens’t have to be too expensive either – social videos (think TikTok) have lower production values and can be made on a budget.
So, you can reach more international students in an interactive format that resonates with them – without tugging too tightly at the purse strings.
Find out the key benefits of video for education marketing.
Can your college afford fewer international students?
If international students turn to the UK, Canada, Australia, Ireland, and other English-speaking countries to study, US colleges could miss out on vital revenue and possibly lose some of their prestige. International study is extremely competitive, and higher education institutions have to work hard to reassure students and be resilient in dramatic political shifts.
While the full effects of Trump’s presidency on universities are yet to be felt, colleges can take action now to build a robust marketing strategy that bolsters international student recruitment. This type of strategy protects colleges’ revenue streams and status, but moreover, tells international students that they matter, and are a permanent part of higher education in the US.
Find more ways to develop your education marketing strategy for good.
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