International Image

Image. We all have our own immediate reaction to this word. Some would say image is all that matters and I would venture to say others would completely disagree. In the age of social media and its ability to transmit information quickly image may be all that matters. My opinion – it matters whether we like it or not.

A recent article in the Chronicle highlighted the effect of image. If international recruitment is a goal then how one is viewed in the world matters. Last year, as some of us may recall, British students protested a tripling of their tuition and received global attention. This inadvertently raised concerns by international students of their fees possibly being hiked as well. The article states that these concerns were intensified after the British government stated it would be tightening visa rules and eliminating work options after graduation. Enter social media and the damage to British higher education is done - it was now an "unwelcoming place" for international students to study. Surprisingly, I thought, was how quickly this can damage the image of a specific school or higher education system. As the article states, which I can agree with, "Perceptions, even when flawed, can quickly affect realty, and for leading destination countries, that can translate into lost revenue." Lost revenue is not what I would say more international recruiters are seeking. 

The article does not place numbers on the loss of recruitment to the British policy changes it does cover an incident in Australia. Australia conducted an immigration crack down and thus saw a steep decline in international student recruitment and it took three years for numbers to rebound. Still, as the article points out Australia has fewer international students than previously and only after a great deal of lobbying is the government beginning to ease restrictions which hopefully will increase numbers. 

This example is timely I think in how the U.S. and U.S. institutions should consider its global image. How we handle our immigration laws as a nation has a global effect. Having or appearing to have harsh policies on immigration I think does not bode well for us as a nation or on our recruitment of international students for our institutions of higher education. Tightening student visa policies, requiring proof of enough money to pay for years of education (as in Australia) are policies that can hinder campuses from internationalizing. 

To provide a positive spin on this image issue Canada comes up. Canada has a draw in that it allows both the international student and spouse to work while (usually) in school and there is a good possibility of working after graduation and becoming a citizen unlike the above-mentioned policies of Australia. These policies provide welcoming environments for international students. If the U.S. is to be truly competitive in the recruitment of international students in the hopes of internationalizing campuses broader consideration is need beyond the university community and to the public policy of the state and nation.