INTERNATIONAL STUDENT RECRUITMENT INSTRUMENTS: A COMPARATIVE ANALYSIS OF GEORGIA AND LEADING EUROPEAN COUNTRIES

In the globalized higher education landscape, international student recruitment has become a strategic priority for universities worldwide. This study examines the recruitment instruments employed in Georgia compared to five leading European countries.

To analyze and compare the effectiveness of various recruitment instruments used for international student attraction in Georgia versus the United Kingdom, Sweden, Italy, the Netherlands, and Germany.

Mixed-methods approach combining secondary data analysis from QS International Student Surveys (2022-2023, N=110,306 respondents from 194 countries) with institutional analysis of Georgian universities' recruitment practices (2015-2024). The study examines digital marketing tools, agent networks, accreditation frameworks, and institutional factors.

Georgian universities demonstrate heavy reliance on educational agents as the primary recruitment channel, contrasting with European institutions' emphasis on digital marketing and brand reputation. Social media platforms show differential effectiveness by region: African students (48% online sources), Asian students (16% online sources). University websites remain the most critical information source (84% of prospective students). International accreditation (WFME, ENQA membership) and ranking presence significantly influence recruitment success.

While Georgia has achieved substantial growth in international student enrollment (31,486 students in 2024, representing a 20-fold increase since 2010), predominantly in medical programs (88.1% of international students), recruitment strategies differ markedly from European models. Success factors include: (1) international diploma recognition, (2) competitive tuition costs, (3) safe environment, and (4) liberal visa policies. The transition toward digital recruitment instruments is emerging but agent-mediated recruitment remains dominant.