Maximising Student Recruitment Through Digital Outreach
In today’s hyper-connected world, the competition to attract the most promising performing arts students is increasingly fierce – and global. For UK and European universities, digital outreach is the key to standing out and reaching international talent who might never discover your programme via traditional channels. But succeeding here demands far more than a generic Facebook ad or a well-meaning email. The modern performing arts applicant is discerning, tech-savvy, and eager for personalised information. Here’s how your institution can use digital strategies creatively to appeal to the brightest international students – without resorting to the “obvious”.
Tell Your Story – Visually, Authentically, and Often
Performing arts is a visual discipline. Harness platforms like Instagram, TikTok, and YouTube to spotlight daily life, rehearsals, and authentic student experiences. Encourage current students (preferably international or recent alumni) to “take over” your socials for a week – showing not just performances, but the café culture, backstage camaraderie, and even flat-hunting. Audiences crave authenticity and relatability, not just another polished promo video.
Use Digital Auditions – but Offer Real Interactions
Digital auditions are here to stay, but they often feel transactional. Infuse the process with human contact: offer applicants the chance to add an introduction video, schedule follow-up Q&As with faculty, or take part in virtual workshops. This opens the door for diverse global applicants who may be unable to travel, and gives faculty a more rounded impression of candidates from different backgrounds.
Go Beyond Social Media – Think Forums, Livestreams & WhatsApp
Many recruitment teams over-invest in traditional social networks, missing out on niche communities. Performing arts forums (such as Theatredor, Reddit’s “r/theatre,” or even region-specific platforms) are where aspiring students swap notes, advice, and experiences. Hosting an ‘Ask Me Anything’ with a member of your staff or alumni in such spaces can spark unexpected interest.
Live, interactive online events (not just webinars) – such as masterclasses, script readings, or portfolio feedback sessions – can reach students directly in their time zones. Consider offering informal WhatsApp or WeChat contact options for quick queries: for international candidates, the ease of a message could be what nudges them to apply.
Localise Your Message – Don’t Assume One-Size-Fits-All
International students want to know: “Do people like me thrive here?” Go further than translating admissions pages. Profile students and industry connections from their part of the world. Highlight the support available – not just academically, but for accommodation, visas, and especially wellbeing and peer integration. A single tailored video message from a Chinese-speaking student, for instance, can yield more results than a dozen English-only testimonials.
Collaborate With Global Partners and Alumni
Leverage existing connections with overseas arts schools, cultural centres, and even embassies. Guest lectures, teacher exchanges, or shared short courses online show mutual respect and genuine partnership. Alumni are your best advocates: invite recent graduates (especially those now working internationally) to share unfiltered stories of their journey from your campus to professional success.
Measure – and Then Personalise
Don’t just monitor application numbers. Use analytics to see which countries, posts, and campaigns are attracting attention. Are your most promising leads coming from Instagram stories, a Q&A on an Indian theatre forum, or TikTok clips? Use this information to create tailored follow-up content or to tweak your messaging for specific regions.
Nurture Relationships, Not Just Applications
Lastly, remember that international recruitment is not a one-off transaction. Keep in touch with accepted applicants right up until arrival – and beyond. Digital welcome groups, virtual meetups, or even “buddy” schemes matched before term starts all help reduce uncertainty and build loyalty, making it far more likely that new students will arrive, settle, and succeed.
In sum: Digital outreach isn’t about being everywhere at once, or following every trend – it’s about showing who you are, what sets your performing arts community apart, and proving that you genuinely care about each student’s unique journey. With creativity and empathy, you can reach the world’s stages – and invite the world’s talent to yours.
If you would like support with recruitment for international performing arts courses, please visit our Contact Us page to get in touch with our team.
