The postgraduate landscape is evolving, shaped by rising tuition fees, financial pressures, and shifting enrolment trends. While demand for advanced study remains strong, universities must adapt their recruitment strategies to meet the changing needs of prospective students – especially as international applications decline and financial concerns grow. Georgia Lavington-Brewood, Account Director at The Student Room takes a closer look at how social proof can transform postgraduate recruitment – helping institutions attract, engage, and convert students through real conversations and authentic experiences.
What is the PG market seeing?
Growing Postgraduate Enrolments
According to the latest figures for the 2022/23 academic year¹, the postgraduate market was showing promising signs, with 2,937,155 students enrolled in higher education, a 3% increase from the previous year. Notably, postgraduate applicants saw an impressive 11% rise compared to the prior year, indicating a clear growth trajectory in advanced study.
Rising Tuition Fees
As undergraduate tuition fees continue to climb², there is increasing concern that postgraduate fees – unregulated by the government – will keep climbing. The average postgraduate fee has risen by £2,000 in three years as struggling universities pull one of their last levers for a cash increase. Some institutions, like the University of York, have taken proactive steps by announcing their tuition rates early, pledging a maximum 2% annual increase for continuing students. This sort of fee transparency can serve as a key reassurance for prospective PG students evaluating where to apply.
Mounting Financial Challenges
With a significant majority of higher education students (92%) reporting increased living costs and nearly half (49%) experiencing financial difficulties, the need for more sustainable recruitment strategies is more pressing than ever³. The Office for Students warns that around three-quarters of HE institutions are projected to be in deficit in the upcoming year, highlighting the importance of adapting to the changing market.
Decline in International Student Applications
With international applications for postgraduate taught master’s courses declining by a substantial 55% compared to 2023, it’s clear that over-reliance on international students may be risky in today’s climate. This decline underscores the urgent need for universities to pivot towards the UK home market, making their messaging and support structures more accessible and appealing to domestic prospects.⁴
So where do the opportunities for universities lie?
Enhancing Support Services
From robust financial aid packages and mental health support to tailored career services, increasing your suite of student support can boost appeal and retention. Prospective students need reassurance that their financial and personal well-being is a priority.
Flexible Learning Options
Hybrid and online programs provide greater flexibility, especially for working professionals who want to upskill without sacrificing current responsibilities. Offering these pathways can widen your prospective student pool.
Strengthening Industry Partnerships
Developing real-world connections and practical opportunities can strongly influence postgraduate decision-making. Partnering with industries ensures relevancy, employability, and hands-on experience—strong incentives for those investing in advanced qualifications.
Why The Student Room Matters
A Dominant Forum in the Student Decision-Making Process
Internet forums play a pivotal role in shaping student opinion, with 32% of students using them when choosing a university. They consistently appear in the top 10 channels influencing HE choices. For postgraduate applicants, first-hand experience shared on forums can be extremely persuasive – aligning closely with Google’s E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) content quality rater guidelines. QS ISS Data
A Thriving Postgraduate Community
The Student Room boasts a dedicated Postgraduate Applications community, attracting 7 million yearly pageviews . Overall, 250,000+ monthly postgraduate researchers visit The Student Room, with UK-based traffic making up 76% of this audience, aligning well with institutions now focusing more on the domestic market.
Peak Traffic Windows
The Student Room experiences spikes from mid-January through to May, with October typically seeing the lowest engagement. By timing campaigns and content around these peaks, you can capture maximum attention from prospective postgraduates actively researching and comparing options.
Using Social Proof to Influence Prospective Students
Social proof, which includes testimonials, success stories, and genuine, peer-led discussions, can be a powerful driver in the postgraduate application journey. It’s the idea that people are more likely to make a decision if they see others, especially people they can relate to, making the same decision. Here’s how you can utilise The Student Room to shape perceptions and encourage applications:
Inspire and Attract Talent
– Use The Student Room’s Ambassador Tool to facilitate direct engagement between current postgraduate students, alums, and prospective applicants.
– Encourage these ambassadors to share real-life success stories, experiences, and advice about your programmes.
Build Brand Awareness Early
– Position your university brand in high-traffic areas of The Student Room to capture the attention of students in the early research stages.
– Sponsored threads and banner placements can keep your institution top-of-mind as students compare programmes and fees.
Change Perceptions and Establish Trust Through Forum Discussions
– Host or sponsor forum discussions around trending postgraduate topics (e.g., funding, employability, or specific course specialisms) to demonstrate your expertise and approachability.
– Active engagement helps establish trust and encourages prospective students to associate your university with authority and support.
Target the Right Audience
– Leverage The Student Room’s robust targeting capabilities—by location, subject preferences, and online behaviour—to tailor messaging to your ideal postgraduate prospects.
– This personalised approach means students see messages that resonate with their interests and future goals.
Share Authentic Success Stories
– Celebrate the achievements of your PG alums and current students. Showcase their research breakthroughs, industry placements, and career trajectories post-graduation.
– Authentic testimonials highlight outcomes and help build a sense of community and belonging, encouraging prospects to see themselves at your institution.
Use Creative CTAs and Direct Emails
– Craft compelling Calls to Action around dedicated postgraduate content and encourage inquiries or sign-ups for further information.
– Connect directly with your target audience through segmented email campaigns, offering personalised course recommendations or funding advice.
Final Thoughts
The postgraduate market may be competitive, but there is a clear and growing appetite for advanced study in the UK. Universities can thrive despite financial pressures by providing tangible support services, flexible learning options, and strengthened industry links. Crucially, harnessing the power of social proof through platforms like The Student Room amplifies these efforts—providing prospective students with the authentic experiences and reassurances they crave.
When today’s students research their postgraduate options, they’re looking for peer-to-peer insights that speak directly to their concerns around costs, future employability, and student well-being. Positioning your institution at the heart of these conversations can be the difference between a student applying to your institution, moving on to another university and not applying for PG studies at all. Leverage The Student Room’s engaged postgraduate audience to build your brand, foster community, and ultimately boost enrolments by meeting students where they are, with the stories and support they need to make an informed, confident choice.
Ready to learn more about unlocking The Student Room’s potential for your postgraduate recruitment? Get in touch with our team to discuss how you can position your brand, connect authentically with prospective students, and harness the power of social proof to drive your PG applications this cycle.