The new realities of Postgraduate recruitment in 2026
Author: Rachel King - Events Ambassador
As we begin 2026, the postgraduate recruitment landscape feels fundamentally different from the post-pandemic boost we saw. For those of us in university marketing, the past year has been a true test of adaptability and endurance. We’re navigating a high-pressure melting pot of economic pressure and shifting global policies.
If we had to preview 2026 postgraduate recruitment marketing in one phrase, it would be: The Year of Return on Investment ROI) - and here’s why:
Shifting Student Mobility
The most significant recent trend that’s set to continue is the pivot away from the traditional big four destinations. We’re seeing stricter compliance and a challenging economic climate, with a decline in visas from markets we’ve previously recruited from.
- Nigeria: A -55% drop in visas compared to 2024.
- India: A -26% decline compared to 2024.
However, new opportunities are emerging in this new year. We’re seeing a surge in demand from the Middle East, particularly Saudi Arabia and the UAE. This is paired with a growth in education supply in that region. As marketers, we can no longer use one-size-fits-all international marketing strategies. We have to apply a sharp focus on specific regions to get maximum ROI from our marketing budgets.
Communicating Value
Prospective students in 2026 will be motivated by employability. More young people are sacrificing learning for short-term income, our messaging must be super-clear and compelling. Rankings are of course still very important, but graduate outcomes now carry more weight than ever. To cut through the noise, we must simplify our employability offers and use our academic connections to show real-world success stories. Let’s show students how employable they will be by using data, placement statistics, and alumni stories.
Authentic Connection
Despite the digital world we live in, face-to-face interactions are still the most effective recruitment tool. CRM data can show high engagement with email, but it’s a challenge to keep enquirers warm. We can get better at this through:
Hyper-targeting: Using LinkedIn to reach specific professions and Google Performance Max campaigns to drive awareness with the right audiences.
Clear Segmentation: Treating mature students, CPD applicants, and international markets as distinct segments with unique needs. In-depth persona development will help with this.
Current student progression: An often overlooked strategy, incentivising current undergraduates to stay, using simplified discounts and guaranteed conditional offers, can offer huge ROI.
Top tips for 2026
As we plan for the coming year, three key, actionable things out:
1. Make ROI explicit: Understand what you want to achieve, measure the outcomes and report on them. Show stakeholders how effective marketing
can be.
2. Always-on engagement: The postgraduate journey is long and non-linear. Single campaign bursts are not enough. Aim for a constant, authentic,
multi-channel presence.
3. Own your identity: In this crowded marketplace, lean into your institution's specific strengths. This means showing - not just telling - the student
experience using the voices from your University community.
Despite the obstacles, the global pool of students looking for overseas education is projected to reach 10 million by 2030. We have the data and the tools at our fingertips. If we can break down internal silos and work strategically across functions, the 2026 funnel can be stable.
What’s your top tip for 2026? Join the conversation in the CIM Higher and Further Education LinkedIn group.