Page 5 - StudyTravel Magazine February 2018 Issue

11 out of 13

of the main language travel destinations
said agents were their most effective
method of recruitment

Rules of recruitment
by Nicola Hancox, Providers report they are investing in their digital
Editor content so to guarantee engagement with potential
In this month’s issue we look at students early on. As one contributor highlights, if
the international student recruitment you infl uence the decision making process early on a
methods providers in the language student is more likely to remember the school when
sector employ (p36). Agents remain a crucial source they draw up their shortlist, a shortlist many then take
of students, with Australia and New Zealand recording to a study travel agent. However, this method does
the highest share of agent-based recruitment out of all have its drawbacks. Social media posts and school
13 markets. This can be attributed to both countries’ websites aren’t necessarily in a student’s native
close proximity to Asia, a huge student source region language and are therefore not comparable to the
that is heavily reliant on study travel agents. advice and guidance a student would receive if they
Internet-based recruitment, meanwhile, has used an agent. Indeed, the role agents play is still an
enjoyed a period of steady growth over the last integral part of the recruitment process and while
decade, as evidenced by our comparison of 2006 and the internet may be convenient, many still appreciate
2016 data. As social media becomes more ubiquitous, the reassurance a face-to-face meeting with a local
contributors note it has changed how students agent affords them. Our Direction article on p20 looks
research about a study abroad trip and could reshape at new agencies and what it takes to build one from
the way in which students book a course, similar to scratch. It also goes some way to highlight that the
the way in which you can now book a hotel room via a climate for owning and operating an agency business
hotel’s Facebook page. in today’s study travel industry is still very strong.

StudyTravel Magazine is the fl agship business publication for the study
EDITORIAL ART ADVERTISING
The business publication for Senior Editor: Graphic Designer: Assistant Manager: abroad sector of the travel industry. Covering the many facets of the
international education industry, editorial focuses on language learning,
study travel agents Bethan Norris Franki Whitney Jenny Rankin
Issue 280 - February 2018 Editor: Graphic Designer: International Sales Executive: university, vocational and high school education, as well as work
ISSN 2047-2161 Nicola Hancox Hannah Thompson Charlotte Darrell experience and volunteering overseas.
News Editor: International Sales Executive:
11-15 Emerald Street Matthew Knott DIRECTORS Bonnie Lancaster The magazine is written for study abroad professionals and educational
consultants in over 127 countries worldwide that specialise in placing
London WC1N 3QL, UK Staff Journalist: Scott Wade Sales Administrator:
Tel: +44 (0)20 7440 4020 Georgina Deacon Stephen Roberts Giulia Zattera international students in the above sectors. Published monthly,
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