Recruiting Latin American Students to Higher Education Institutions– The Power of 7

By Simon Terrington
Supporting international education organisations with student recruitment and engagement in Latin America (March 2025)

This is an updated blog, initially written in 2019.

Having worked in international education in Latin America for over a decade, I’ve had the privilege of meeting thousands of students, parents, and key stakeholders. As I write this, I’m in the middle of a busy season of education fairs in Paraguay and Bolivia, representing one of our university partners. These events always reinforce an important lesson: recruitment in Latin America requires a tailored, relationship-driven approach.

If your institution is looking to expand its reach in the region, here are seven key strategies that have proven effective time and again.

1) Define and Communicate Your Unique Value Proposition

Unless your institution has strong brand recognition in Latin America, it’s crucial to differentiate yourself. Universities that succeed in the region have a clear understanding of their strengths and consistently communicate them. Ask yourself:

• What are our top-ranked courses, and how do they align with Latin American demand?
• What makes our location attractive to international students?
• Do we have notable Latin American alumni who can serve as ambassadors?
• What scholarships and funding opportunities do we offer?

Latin American students value clear, concise information. A summary of five or six key selling points will make a bigger impact than pages of generic content.

2) Choose the Right Recruitment Channels

A strong recruitment strategy combines multiple channels to reach students effectively. Key channels include:

• Education agencies
• International schools
• Local universities
• Government and private scholarship programs
• Social media and digital marketing
• Education fairs and exhibitions

The right mix will depend on your institution’s goals and resources. A market-specific approach—potentially with in-country representation—can make a significant difference.

3) Prioritize Face-to-Face Engagement

While digital marketing is important, nothing replaces personal interaction. Latin America is a relationship-driven region where trust is built through in-person connections. Meeting students, parents, and local partners can be the key to long-term success.

Parents, particularly mothers, are often deeply involved in the decision-making process. Engaging with them early can significantly influence enrollment outcomes. Over the years, I’ve supported multiple siblings from the same families—once trust is established, word-of-mouth referrals naturally follow.

4) Follow Up—and Then Follow Up Again

A common mistake in student recruitment is collecting leads at fairs or events, sending one follow-up email, and then waiting for a response. In Latin America, a more proactive approach is essential.

WhatsApp is the dominant communication tool, and students expect quick responses. Personalized follow-ups through WhatsApp, video calls, or voice notes can significantly improve conversion rates. Given that application timelines vary widely—a structured contact management system helps maintain engagement over time.

5) Invest in a Long-Term Market Development Plan

Success in Latin America requires patience and commitment. Unlike some other markets where agreements move quickly, building partnerships with agents, universities, and scholarship organizations takes time.

A three-year market development plan is a realistic approach. Universities that invest in consistent engagement—rather than one-off visits—see better long-term results, including:

• A diverse student cohort
• Stronger classroom discussions
• Enhanced networking opportunities for all students
• High levels of English proficiency among Latin American students

6) Leverage Your Alumni and Current Students

Your best recruiters are often those who have already studied at your university. Alumni can provide testimonials, attend fairs, and even informally promote your institution within their networks.

Simple yet effective strategies include:

• Having a current student or alumnus support university events in their home country
• Sharing student success stories through video testimonials in Spanish or Portuguese
• Creating an official alumni ambassador program

While some universities offer referral incentives, in my experience, alumni are usually happy to help without financial incentives if they feel a strong connection to their university.

7) Tailor Your Marketing Materials

Many university brochures look the same. To stand out, consider designing a simple flyer in Spanish or Portuguese that highlights:

• Key academic strengths
• Tuition costs and scholarship opportunities
• Subject-specific rankings
• Student testimonials (preferably from Latin America)
• Contact details for a Latin America-focused admissions team

Surprisingly, many university websites make this information hard to find, creating unnecessary barriers for prospective students.

Final Thoughts

Attracting Latin American students requires more than just attending fairs or running digital campaigns. It’s about building trust, maintaining relationships, and committing to a long-term strategy. When done right, the rewards are well worth the investment.

If your institution is looking to strengthen its recruitment efforts in Latin America, EdCo LATAM Consulting can help. Get in touch to learn more about how we support universities in achieving their international enrollment goals.