Key Insights from Keystone’s “State of Student Recruitment: Europe” Webinar

On November 13, the Study in Greece (SiG) team attended Keystone’s highly informative webinar “State of Student Recruitment: Europe,” which brought together higher education representatives from across Europe and beyond.

The event featured a diverse range of participating institutions from Italy, Switzerland, the UK, the Netherlands, Hungary, Ireland, France, Czechia, Spain, India, Poland, Croatia, Germany, Denmark, Lithuania, and Latvia, offering a comprehensive overview of current trends in international student recruitment.

Below are some of the webinar’s key takeaways:

🎯 Europe as a Top Study Destination

Six of the world’s top ten study destinations are located in Europe. High-quality education, safety, cultural richness, and affordability continue to attract students from around the globe.

🌍 Emerging Student Markets

Beyond traditional markets —with China consistently in the lead— there is growing interest from countries such as India, Pakistan, Nigeria, Nepal, Rwanda, Cameroon, and several Balkan nations. This trend opens new opportunities for more targeted recruitment strategies.

🏙️ What Students Value Most

Key factors influencing students’ decision-making include:

• safety
• culture
• affordability
• post-graduation work opportunities (12–24 months in many EU countries)

Europe maintains a strong advantage in all these areas.

💻 The Rise of Hybrid and Online Learning

Demand for flexible learning pathways —hybrid and online— is increasing, mainly within Europe. However, several limitations remain:

• In some countries, fully online degrees are not officially recognized.
• In Poland, for example, legislation does not permit fully online undergraduate programs, leading institutions to offer only hybrid formats.

Speakers also highlighted that lower completion rates in online programs are often linked to students working alongside their studies. Students who focus solely on their academic program achieve completion rates similar to those studying on campus.

💬 Communication Shift: From Email to WhatsApp

Students increasingly prefer immediate and personalized communication through messaging apps such as WhatsApp, as well as phone calls. Meanwhile, response rates to mass emails continue to decline.

Authentic and human-centred communication has become essential for building trust and strengthening applications.

🎓 Scholarships and Affordability

Many institutions are adopting more transparent and merit-based scholarship systems to attract and retain high-achieving students, fostering equity and long-term academic success.

📺 Watch the Full Presentation

🎥 Webinar Recording
https://keystone.wistia.com/medias/za95ovur24

📑 Download the Presentation Slides
https://www.keg.com/webinar/on-demand/ssr-europe-2025

We encourage all academic institutions to explore the full insights presented in the webinar, as they can serve as a valuable resource for enhancing international student recruitment strategies.