2025年学生招募情况 硕士生

Master’s students Master’s students recruitmenttrends in 2025 The State of Student In today's competitive recruitment landscape, understanding what drives student decisionsisn't just helpful—it's imperative. That's why I'm excited to share Keystone Education Group'smost extensive student analysis yet, drawing on responses from 42,000 prospective students This isn't just another data set - it's a roadmap for universities in an Our2025 State of Student Recruitmentreport reveals what drivesstudent decisions, and how these insights can inform your marketing By Saba DavenportChief Marketing OfficerKeystone Education Group Top international study destinations for When we look at ourState of Student Recruitmentdata across all study-levels (includingBachelor and PhD) it shows growing diversification in international destinations. While the UK,US, Australia, and Canada remain popular, they are losing ground to European and Asian However, at Master’s level, theUKhas ‘extended its lead’ over the US since 2024, while Canadahas dropped two places compared to last year. Australia has also dropped from 6to 7.thth Luxembourg is popular at Master’s level but doesn’t make the top 10 when looking at all studylevels - showing a certain appeal with Master’s students. Master’s students prefer full-time, on campus study Business & Economics tops international Steady interest in Business Business & Economics is the topsubject at both Master’s and Computer Science isn’t as popular at Master’s level study as anticipated. Only 7% want tostudy Computer Science in 2025 at this level, compared to 11% of Bachelor’s students. Our data shows younger audiences are more interested in Arts & Humanities, with interestdeclining the older the student is. Subject interest based on age: Student motivations Master’s students are motivated to go into higher education to progress in their existingcareer more so than other study levels - 39% of students said this was their top reason to ‘Having an adventure’ is also a greater motivating factor for Master’s (29%) and Bachelor’s(34%) students, compared to only 22% of PhD students. The opposite can be said about studying ‘to challenge myself’. Master’s students are the least Top reasonsallstudents want to The most important factors in a Master’s program ‘Work placements and internships’ aremost important for Master’s students, withover half citing them as the most Master’s students consider the We asked : Which do you consider first? The programwas the top priority for students until 2023, largely due to student focus onpractical, individual skills. Its influence dipped slightly in 2024 and 2025 acrossallstudy However, it remains most important to Master’s students—50% ranked it highest in 2025,up from 48% in 2024— and compared to 40% of Bachelor’s students. In contrast, Bachelor’s students are placing more value on the school itself—40% ranked it The country is the least important out of the three for Master’s students, with students Top barriers to studying a Master’s abroad We asked Master’s students what motivates them to study in their home country instead ofabroad to gain insight into their decision making. The top reasons to study domestically are: Many students hesitate to leave family and friends—especially Doctorate students, but also As countries like the UK, Canada, and Finland tighten rules on dependents, such concerns willgrow. Institutions can't change policies but can support candidates by clearly signposting 15% of Master’s students said they didn’t feel the benefit of studying internationally - a highnumber compared to just 9% of domestic students. Influences The power of student reviews With peer-to-peer communications on the rise, we asked students if they take reviews intoconsideration in their decision-making,with84% of Master’sstudents saying they did. Reviews matter most for older students Reviews also matter more the older the student is. 43% of 25 to 34-year-olds said they tookreviews into consideration ‘a lot’, compared to 38% of those under 24-years-old. LinkedIn most influential for Master’s While LinkedIn may not be the top priority in your socialmedia strategy, it does have an influence in study choice. Master’s studentsprioritize course contentand subject opportunities,with over half saying it Communications Top student communication channels Email is still the most popular channel by a long shot, however it has decreased in Master’s students favor instant messaging apps over other methods of communications,and there has been a 25% increase in students overall preferring instant messaging Application stage Around two thirds of all students will apply to 3+ universities, with international students There is potentially a trend of students turning back towards a more targeted approach toapplications, with the number of students submitting only 1 application increasing by 31% However, around a third of Master’s students will