What Will Make International Students Choose the US?

Career Opportunities Could Be One of the US’s Strongest Recruitment Advantages

Employment is one area where the US has a particularly strong proposition.

The Global Student Flows report finds that employment prospects remain central to student decision-making. Half of students looking to study in the US say information about work placements and links to industry is useful in university marketing communications, with the proportion rising above 50% among students in South and East Asia.

That aligns closely with the ISS perception data: 58% of prospective inbound students already associate the US with good work opportunities. For universities, the challenge is to make those opportunities more visible and tangible throughout the recruitment journey.

Rather than relying on broad messages about employability, institutions can demonstrate outcomes through graduate success stories, employer partnerships, internships, work-based learning opportunities and clear information about the skills students will develop during their studies.

Universities Need to Make the Value of a US Education Clearer

Cost presents a more difficult challenge. Half of prospective inbound students perceive the US as expensive, while only 9% view it as affordable. Although universities may have limited ability to change perceptions of price, they can do more to strengthen perceptions of value.

Reputation plays an important role in shaping that value proposition. Among students considering study in the US, 54% say reputation is important when choosing a course, rising to 69% when selecting a university.

The challenge, therefore, is to translate reputation into a compelling case for investment. Universities need to demonstrate how academic prestige leads to tangible outcomes, whether through access to leading research, specialist facilities, industry connections, skills development or graduate career opportunities.

Internationally mobile students weighing the costs of study abroad may consider return on investment just as important as the price itself. Clear information about scholarships and financial support could also help students make more informed comparisons between destinations.

Clear Communication Can Reduce Uncertainty Around Visas and Work Opportunities

Students may be deterred by practical barriers. The visa process represents one of the most significant of these challenges, with 50% of prospective inbound students associating the US with a complex visa process.

While individual universities cannot determine federal immigration policy, they can influence how supported students feel when navigating it. Clear and regularly updated information about visa requirements and student support can help reduce uncertainty during the decision-making process.

This becomes particularly important in major source markets. The Global Student Flows report notes that policy uncertainty surrounding visas and work rights could affect demand from India, while affordability concerns, consular reviews and visa appointment backlogs are also weighing on sentiment.

Student Experience and Safety Need to be Part of the Value Proposition

The overall student experience also plays an important role in perceptions of the US as a study destination. The ISS data shows that 41% of prospective inbound students associate the US with a good quality of life and 39% describe it as exciting. However, 26% also perceive it as dangerous and only 18% associate it with being inclusive.

Universities can help prospective students understand what studying in the US actually looks like by communicating more clearly about campus safety and wellbeing.

Student voices can be particularly effective here – for example, showcasing the experiences of current international students can make broad concepts such as belonging, safety and quality of life more tangible for applicants considering whether the US is the right fit for them.

What Will Make Students Choose the US?

The US continues to be associated with career opportunities, innovation, quality of life and excitement. Yet these advantages compete with concerns around cost, visa complexity and safety.

To strengthen their value proposition in an increasingly competitive market, US universities should:

• Connect reputation with tangible student outcomes.
• Lead with employability and industry relevance.
• Clearly articulate return on investment.
• Simplify and support the visa journey.
• Showcase safety, wellbeing, and inclusion.
• Amplify authentic student stories.
• Adapt recruitment messaging to market-specific needs.