How to work effectively with education agents worldwide: Practical insights for stronger international student recruitment

Why working with education agents matters

The right international student recruitment agency can help institutions:

• enter new source markets quickly

• improve conversion through trusted local counselling

• gain insight into student preferences and decision drivers

• build sustainable, diversified student recruitment portfolios

However, success depends not just on the partnership but on how well institutions align with local business practices.

Why working with education agents matters

Market

entry

Enter new source markets quickly

Trusted counselling

Improve conversion through local expertise

Student insights

Gain understanding of preferences and decision drivers

Market diversification

Build sustainable student recruitment pipelines

Market-by-market tips for working with education agents

🇨🇳 China: efficient, fast-paced, relationship-driven

1. Introductions

Friendly but efficient. Highlight your institution’s reputation, rankings, employability outcomes, and programme strengths early.

2. Scheduling meetings

• value flexibility in meeting changes

• multiple confirmations appreciated

Chinese agents prefer short, efficient meeting slots and will fill any open spot quickly.

3. Running the meeting

• Keep presentations short

• Focus on key facts, numbers, and student admissions requirements

• Limit agendas to essentials - they value speed

4. Follow-up

• Send a clean, written recap

• Reminders are preferred

5. Additional Insights

• Communication channel: WeChat (essential)

• Materials: concise PPTs, infographics, clear visa guidance

• Contracting: fast once interested

• Event behaviour: frequent walk-ins; flexible scheduling

🇹🇷 Turkey: personal connection builds long-term loyalty

1. Introductions

Warm, friendly introduction is appreciated. Establish a personal connection before business

2. Scheduling meetings

• reliable and confirm times clearly

3. Running the meeting

• warm, open conversation

• they like to ask questions

• enough time for decision-making is appreciated

4. Follow-up

• appreciate clear written summary

• personal trust is central

5. Additional insights

• Communication channel: WhatsApp + email

• Materials: programme highlights, scholarship options

• Contracting: smooth; trust-driven

• Event behaviour: prefer pre-booked meetings

🇨🇿🇵🇱🇭🇺 Central & Eastern Europe (CEE): structured, punctual, results-focused

CEE international student recruitment agencies prefer clarity and structure

1. Introductions

Direct, professional, and efficient

2. Scheduling meetings

• Punctual, organised

• An agenda in advance is appreciated

3. Running the meeting

• They value concise, data-driven presentations

• Focus on fees, processes, admissions, and results

4. Follow-up

• Clear written summaries are appreciated

5. Additional Insights

• Communication channel: email preferred

• Materials: detailed PDFs, accreditations

• Contracting: straightforward

• Event behaviour: punctual and well prepared

🇫🇷 France: polite, competitive, expecting precision

The French market is saturated, so clarity matters

1. Introductions

• Very polite, formal

2. Scheduling meetings

• Expect several touchpoints to reach decision-makers

3. Running the meeting

• Clearly articulate your value proposition

4. Follow-up

• Multiple follow-ups appreciated

5. Additional insights

• Materials: clear differentiation needed

• Event behaviour: structured conversations

🇩🇪 Germany: detail-oriented, reliable, highly professional

German partners are efficient and dependable once engaged

1. Introductions

• Professional and structured

2. Scheduling meetings

• Highly punctual

3. Running the meeting

• They tend to be detail-focused

• Data and specifics are appreciated

4. Follow-up

• Clear, concise, professional

5. Additional insights

• Materials: thorough PDFs, compliance details

• Event behaviour: well-organised, punctual crowds

🇪🇸 Spain & 🇮🇹 Italy: warm, open, and enthusiastic

Southern European agencies combine friendliness with a high interest in new opportunities

1. Introductions

• Warm, friendly

2. Scheduling meetings

• They value flexibility

• Pre-meeting notice appreciated

3. Running the meeting

• Open enthusiasm

• Longer conversations

4. Follow-up

• They value written next steps

5. Additional insights

• Materials: videos, lifestyle visuals

• Event behaviour: dynamic and engaging

🇲🇽 Mexico: warm, personable, relationship-driven

Mexican agencies thrive on personal connection

1. Introductions

• warm, personable, conversational

2. Scheduling meetings

• flexible; gentle reminders are appreciated

3. Running the meeting

• relationship first → business second

• informal conversation matters for Mexican agents

4. Follow-up

• clear written summaries are appreciated

5. Additional insights

• Communication channel: WhatsApp

• Materials: videos, campus life content, success stories

• Contracting: depends on relationship trust

• Event behaviour: enjoy longer conversations; friendly engagement

🇻🇳 Vietnam: polite, indirect, detail-oriented

Vietnamese partners value respect and structured communication

1. Introductions

• respectful tone

• polite greetings

2. Scheduling meetings

• pre-meeting notice appreciated

3. Running the meeting

• avoid putting anyone on the spot

• prepare clear brochures

• structured but short meetings work best

4. Follow-up

• provide detailed written materials

• decisions involve multiple stakeholders

5. Additional insights

• Communication channel: Zalo + email

• Materials: scholarships, steps to apply, timelines

• Event behaviour: structured approach, but not too formal

🇹🇭 Thailand: enthusiastic but indirect

Thai agents are kind and eager to collaborate, but often say “yes” to be polite

1. Introductions

• kind, friendly, polite

2. Scheduling meetings

• they often say “yes” to be polite → detail confirmation is appreciated

3. Running the meeting

• prefer indirect communication and politeness

• use clarifying or open-ended phrasing

4. Follow-up

• double-checking agreements in writing is valued

5. Additional Insights

• Communication channel: LINE + email

• Materials: visual content, easy-to-read brochures

• Event behaviour: open, enthusiastic

🇯🇵 Japan: formal, professional, credibility-focused

Japan remains one of the most structured and professional agency markets

1. Introductions

• polite, structured, formal

• proper greeting rituals matter

2. Scheduling meetings

• very punctual, so running meetings exactly on time is highly appreciated

3. Running the meeting

• prefer structured agendas, clear materials and logical frameworks

4. Follow-up

• precise, professional email follow-up is valued

5. Additional Insights

• Materials: compliance, safety, quality assurance

• Contracting: slow, multiple approvals

• Event behaviour: organised

🇰🇷 South Korea: hierarchy, formality, and trust

Structured and professional agency markets, with a stronger emphasis on hierarchy

1. Introductions

• to make a good impression, using titles + last names is suggested

• formal greetings

2. Scheduling meetings

• very punctual, so running meetings exactly on time is highly appreciated

• enough time for decision-making is appreciated

3. Running the meeting

• value structure

• rather avoid direct refusals

4. Follow-up

• they appreciate rankings, safety details, and reassurances

5. Additional insights

• Communication channel: email initially; KakaoTalk later

• Contracting: slow and layered

• Event behaviour: formal attire preferred

🇬🇭🇳🇬 Ghana & Nigeria: trust, value, and consistency

West African agencies value personal connection, professionalism, and transparency.

1. Introductions

• warm, personable, respectful

• using titles is valued

2. Scheduling meetings

• they prefer flexibility in time or rescheduling

• pre-meeting notice appreciated

3. Running the meeting

• direct but courteous communication is appreciated

• be transparent about pricing and value

4. Follow-up

• we encourage to provide clear summaries with deadlines

• variable follow-through → reminders appreciated

5. Additional insights

• Communication channel: WhatsApp essential

• Materials: cost breakdowns, payment plans

• Contracting: negotiation expected

• Event behaviour: may run behind schedule; flexible environments

LATAM (🇧🇷 Brazil, 🇨🇱 Chile, 🇨🇴 Colombia): friendly, talkative, relationship-first

LATAM partners are warm and enthusiastic.

1. Introductions

• warm and conversational

2. Scheduling meetings

• appreciate flexible scheduling

• pre-meeting notice appreciated

3. Running the meeting

• informal conversation builds trust before business

4. Follow-up

• friendly communication

5. Additional insights

• Communication channel: WhatsApp heavily preferred

• Materials: emotional storytelling, visuals

• Event behaviour: relationship-focused