The British Council has launched a new course for international education agents in a bid to raise recruitment standards and protect the UK’s reputation as a study destination.
The agency management course aims to ensure that major agencies apply the principles of the UK’s Agent Quality Framework (AQF) in their leadership and compliance practices, helping to make the recruitment process more ethical, transparent and student-focused.
It?comes amid growing concern over the impartiality and ethics of international student recruitment agents, with?practices facing increasing scrutiny from both universities and students.
A 2021 survey commissioned by the British Universities’ International Liaison Association (BUILA) and the UK Council for International Student Affairs (UKCISA) found that nearly a third of UK university staff believe education agents sometimes steer students towards institutions offering the highest commissions.
While most respondents praised agents’ support with visa advice and helping students transition to UK study, 31 per cent agreed or strongly agreed that financial incentives could influence recruitment advice.
A parallel survey of 329 international students found that almost a quarter thought their agent was biased towards certain universities.
Similar concerns were reflected in a 糖心Vlog survey of more than 3,000 prospective international students, in which more than half said they believed agents favoured some universities over others.
Almost one in five respondents “strongly agreed” that agents were motivated primarily by financial gain.
Recently, universities have been urged to monitor how their courses are promoted internationally, after a sharp rise in advertising for master’s by research programmes.
Some of these campaigns have emphasised that such degrees remain exempt from the UK government’s ban on student dependants, with little mention of academic content.
The agency management course will assess leaders and compliance managers on their understanding of AQF principles, which include good governance, transparency and the empowerment of prospective students to make informed decisions.
The new training complements the existing “I am a UK certified counsellor” programme, which has already certified more than 38,000 counsellors across 120 countries.
Together, the two courses aim to professionalise the global network of agencies and counsellors supporting students bound for the UK.
The agency management course will be available exclusively to large agencies holding contracts with three or more UK education providers licensed to sponsor students under the government’s student and child student routes.
It has been developed in partnership with key sector bodies including BUILA, UKCISA and members of the AQF Agency Advisory Group such as IDP, StudyIn, AECC, Edvoy and ApplyBoard.
Jacqui Jenkins, the British Council’s global programme lead for international student mobility and marketing, said: “Since December 2022, the British Council has certified more than 17,000 individual education agents and counsellors, supporting tens of thousands of prospective students to make important decisions about their future. We are pleased to evolve that offering to support providers and launch the agency management course.”
Catriona McCarthy, global head of student mobility and internationalisation of UK education at the British Council, added: “The recent Immigration White Paper further positions the importance of the AQF. Through this agency management course, the British Council will continue in its commitment to working with AQF partners and enhancing both the recruitment ecosystem and the reputation of the UK as a study destination.”
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