Recruiting American Students: Key Insights for Foreign Universities from the U.S. Perspective

We recently sat down with one of our experienced in-country reps, Karmen Mallow, an international education professional currently supporting Imperial College London, whose journey has taken her from small-town America to Taipei, Australia, and London. Her unique perspective, rooted in her own student journey and years of working with U.S. students and families, offers powerful insights for foreign universities hoping to attract more students from the United States.

Here are her key takeaways for institutions looking to build meaningful engagement with U.S. students in today’s climate:

1.  Your Biggest Competitor Is Still… the U.S.

Despite a growing appetite for international experiences, the majority of American students are still planning to study domestically. U.S. universities are top of mind, so you’re not just competing globally, you’re competing locally. Strong messaging on ROI, employability, and long-term career outcomes is essential.

“The U.S. is still the biggest competitor. Most students are planning to stay unless they’re really shown another way.”

2. Timing Is Everything

Many foreign institutions miss the boat by engaging too late in the U.S. admissions cycle. U.S. students often commit by May 1st, meaning international universities need to engage earlier, ideally by February or March. That includes:

• Early offer letters
• Clear timelines for visa, housing, registration
• Regular communication post acceptance throughout the summer

3. Expect 6–10 Touchpoints Per Applicant

U.S. students, and often their families, ask a lot of questions. They’ll want regular check-ins, and queries will be broad, spanning everything from visa processes to SIM cards to packing to housing to campus culture. Make sure your team is equipped to answer empathetically and informatively.

4. You’re Not Just Supporting a Student, You’re Supporting a Family

Family involvement is high in the U.S. college decision-making process. Be prepared to address concerns around:

• Campus safety
• Career outcomes
• Community and belonging
• Recognition of qualifications back home

Students and families often need ongoing support after enrolment, navigating housing, registration, academic differences, and cultural adjustment. Many students, especially first-generation international students, feel overwhelmed once they arrive and don’t know who to turn to. Universities that provide proactive post-offer and pre-arrival support, from orientation through to the first semester build long-term trust and success.

5. These Students Are Looking to Be Global Citizens

Post-pandemic, we’re seeing increased interest in full degree programs abroad, not just short-term study abroad. Students want:

• Diversity on campus
• International career prep
• A meaningful experience that goes beyond academics

They’re hungry for global exposure and want to know your university can help them grow, personally and professionally.

“Students now aren’t just going abroad for a semester—they’re looking to do a full degree and build a global life.”

6. Target Beyond the Usual Cities

Interest in international study is growing in smaller cities and rural areas across the U.S., where students may have limited access to international options. Karmen notes great success with schools in Idaho, Missouri, and Nebraska, places with international company ties but little prior exposure to foreign universities.

7. Don’t Assume Students Know the Basics

For many U.S. students, the idea of studying abroad for a full degree is unfamiliar. Clear information on everything, from registration systems and academic calendars to career services and social opportunities is crucial. 

8. Career Support Matters 

U.S. students want to see strong career outcomes. Be explicit about:

• Graduate employability
• US Alumni stories
• Opportunities for internships and post-study work
• U.S. recognition of international degrees

Careers teams should prepare to show how international graduates succeed, whether they return to the U.S. or work globally.

9. Make Cost, Scholarships & Financial Aid Clear from the Start

Cost remains one of the biggest barriers for U.S. students considering study abroad. With domestic tuition fees climbing, many families are actively comparing the value of international degrees, especially in terms of career outcomes and affordability. Many students and families are actively comparing the value of an international degree against domestic options like private universities or out-of-state public tuition. In this context, clear and early communication about cost can make or break a decision.

Foreign universities should:

• Clearly break down tuition, fees, and living expenses
• Share scholarship opportunities early in the recruitment cycle, ideally at the offer stage or before
• Provide simple, transparent criteria on how scholarships are awarded
• Avoid assuming that U.S. students can or will pay full international fees, the domestic culture heavily involves scholarships, and many families expect financial support as part of the admissions journey

Additionally, students and parents often look for guidance on financial aid processes and how U.S. funding options might (or might not) apply. The universities that stand out are the ones who demystify the financial side, not just the academic one.

10. Political Climate Is Driving Curiosity and Caution

Recent political developments in the U.S. are increasingly influencing student decision-making. Concerns about campus safety, inclusion, and long-term opportunity are rising. Students and families are asking deeper questions, not just about academics, but about values, belonging, and global mobility. Universities that can demonstrate a safe, inclusive, and future-focused environment will stand out.

Final Thought: Build Relationships, Not Just Pipelines

What truly makes the difference? Having a real person students can trust. Someone who understands their anxieties, cultural context, and questions, big or small.

Foreign universities that invest in student relationships, not just applications, will stand out.

Are you seeing similar trends in your U.S. recruitment efforts? We’d love to hear your perspective. Drop a comment or reach out to continue the conversation.

To listen to the full conversation tune in to Acumen in Conversation here