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Sandeep Singh

Has Covid-19 Reinvigorated Student Recruitment?

As students settle into their first term of the September intake, often the biggest intake for any institution, but nowadays not usually the only one, we reflect on the impact of Covid-19 and try to look past the headlines and doom and gloom, to see if there are any lessons and positives to be learnt from the last 6 months.


This has been one of the most momentous of undergraduate admissions cycles in living memory. The dust certainly hasn’t settled. Predictions that the lower and medium tariff providers could have their numbers decimated haven’t come to pass. Though there has been 12 per cent increase in the number of students accepted into higher tariff universities, probably due to the greater flexibility and the need to make up for reduction in international students. However, demand for Higher Education is obviously on the rise as the rest of the sector has not seen the declines feared by the behaviour or due to covid deferral fever!


Also interestingly this increase overall has partly come from a continuing growth in EU and non EU international interest in the UK Higher Education sector. There was also a significant jump in direct clearing entrance (those applying for the first time for September between July and course start). This is despite the media hyper that deferrals could sky rocket due to the need to deliver online and in a blended way, this has not played out to be the reality, with confirmation levels remaining stable.


Other trends show the sector continues to see positive impacts around widening access targets with disadvantaged groups not being adversely affected as anticipated. Also courses associated with sectors related to frontline work have seen a huge increase in interest, as well as other sectors highlighted during the pandemic such as education, and in particular with mature applicants. Perhaps a sign people are exploring more noble career changes with an impending recession.


All of this does suggest there is a glimmer of hope, an air of positivity and an opportunity to reinvigorate the messaging, the portfolio and student recruitment in the coming academic year. Wouldn't you agree?

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