European Universities Urged to Avoid Recruitment Pitfalls of ‘Big Four’
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European universities have been warned to avoid the recruitment mistakes made by major study destinations such as the US, Canada, Australia and the UK, as demand from international students begins to shift towards the continent.
Speaking at the European International Education Association (EAIE) conference in Gothenburg, Nick Golding, co-founder and CEO designate of the Global Education Recruitment Standards Authority (GERSA), said that lessons must be learned from the “big four” destinations. He cautioned that rapid increases in student numbers could trigger community and political backlash if not managed carefully.
“If there’s any lesson to be learned from Canada, the UK and Australia, it is that the social licence of international students, and indeed the institutions recruiting them, can quickly become forfeited,” Golding told delegates. “European providers are likely to see these influxes and, if they are not measured, face similar challenges.”
The warning comes amid significant policy shifts in Canada and Australia, both of which have effectively capped international student numbers, as well as tightening rules in the UK and immigration crackdowns in the US. These restrictions are expected to redirect international student interest towards Europe, where education remains comparatively affordable.
Panellists also highlighted the central role of education agents in global recruitment. Phil Honeywood, CEO of the International Education Association of Australia (IEAA), noted that most students coming to Australia were recruited through agents, though he stressed that both providers and agents shared responsibility for maintaining integrity in the sector.
Naresh Gulati, CEO of Ascent One, agreed that agents were often unfairly scapegoated and emphasised that poor practices usually stemmed from both institutions and recruiters. He added that technology, particularly AI, could help identify genuine students and reduce the risk of fraudulent applications.
As Europe positions itself as an increasingly attractive alternative to the “big four” destinations, experts urged universities to adopt transparent and sustainable recruitment strategies to safeguard both reputation and long-term student trust.
Source: THE PIE NEWS
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