A Guide to Working with Education Agents
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For institutions that work with agents as a part of their student recruitment strategy, effective training is key to maintaining reputation, attracting quality international students, and meeting enrolment goals. However, for many institutions, creating comprehensive and engaging training can be challenging. High staff turnover at agencies, the need for consistent messaging across diverse regions, and the constant battle for agent attention are all examples of the hurdles that institutions need to overcome in order to successfully work with their agent partners.
Further adding to this challenge is the need for training to be kept up to date. The impact of policy decisions on factors such as visa applications and minimum entry requirements, as well as evolving curricula, means that all personnel, including sub-agents, need to receive consistent and regularly updated training, representing a logistical challenge for the institution. This is further exacerbated by the potential reluctance of experienced agents to revisit updated training, with the institution not only having to deliver updated materials but also check to ensure that they have been completed.
Drawing upon the experience of leading institutions, we have identified five effective training methods to help you develop scalable counsellor training, effectively supporting successful international student recruitment.
Online training platforms provide a scalable, flexible solution for delivering comprehensive training to a global network of agents. Platforms such as ICEF Academy’s Train Your Agents allow institutions to implement a ‘little and often’ approach, delivering training through short, digestible modules that are easily absorbed and retained by agents. This approach also ensures that agents can receive regular, consistent updates on enrolment trends, new initiatives, and policy changes, keeping them informed and equipped to represent your institution effectively.
Online platforms offer easy access to training materials, allowing agents to learn at their own pace. They enable institutions to create a diverse range of training courses tailored to specific programmes, regions, and target audiences. Additionally, their flexibility allows for a more nuanced approach to delivering training, ensuring that agents receive the most relevant and up-to-date information for their specific needs.
To enhance engagement, online training platforms allow you to incorporate interactive elements such as quizzes, while real-time tracking and rewards such as certificates enable you to monitor agent progress and identify areas for improvement. They also serve as a central repository for all training materials, providing agents with easy access to a wealth of information and resources.
Familiarisation (FAM) trips offer agents an invaluable opportunity to gain first-hand experience of an institution. By immersing themselves in the campus environment, interacting with faculties, and observing student life, agents develop a deeper understanding of the institution’s unique character and offerings. Providing insights that extend beyond brochure-based information, these visits enable agents to offer authentic, informed guidance to prospective students.
While in-person visits provide the most immersive experience, virtual alternatives can effectively complement this approach. Virtual 360-degree campus tours, live Q&A sessions with faculties and current students, as well as interactive webinars all offer engaging experiences that can be tailored to specific agent needs and regional preferences. By strategically planning a mix of in-person and virtual experiences, institutions can ensure that agents, regardless of their location, have access to the information and insights necessary to effectively represent your institution.
A well-structured agent handbook serves as an essential resource for agents, providing a comprehensive, easily accessible reference point.
Your handbook should include detailed information, including programme descriptions, admission requirements, application deadlines, contact information, and FAQs. This enables agents to address common student inquiries efficiently and confidently, building a positive experience from the outset. By providing a high-level overview of your institution’s offerings, a handbook reduces agency dependency on ad-hoc queries and helps them to operate more independently.
Regulatory and compliance training is not merely a box to tick; it is fundamental to ethical partnerships between institutions and education agents, and many institutions now contractually require their agents to undergo compliance training.
It is important to go beyond generic training modules and implement a structured approach that prioritises agent awareness of the relevant regulations, highlighting the potential consequences of non-compliance through the use of real-world case studies, interactive scenarios, and engaging discussions.
This in-depth training approach may include a combination of face-to-face workshops, interactive webinars, as well as dedicated online courses, such as ICEF Academy’s Ethical Sales Training for Agents and Counsellors, ensuring accessibility for agents across diverse regions.
Prioritising regulatory training strengthens trust between institutions, agents, and prospective students, with well-trained agents enhancing your credibility. Additionally, it will minimise errors in the application process, and ensure students receive ethical and compliant guidance throughout their application journey.
Agent training doesn’t simply stop after onboarding; it’s an ongoing process that benefits both agents and your institution. If you establish a mentorship or peer coaching programme, you can pair experienced agents with new recruits, creating a collaborative learning environment where knowledge and insights can be shared. This peer-to-peer support system helps new agents build confidence, refine their skills, and adopt best practices more quickly.
Beyond mentorship, offering hands-on training opportunities, such as simulation exercises and role-playing scenarios, allows agents to practice real-life interactions in a low-stakes setting. Regular peer coaching sessions and dedicated institutional support teams ensure that agents always have someone to turn to when they need guidance.
By investing in long-term agent support, you will be able to build a network of highly skilled and motivated professionals, ultimately improving student satisfaction and recruitment outcomes.
Strong, structured training equips agents with the knowledge and confidence to represent your institution accurately and ethically. Well-trained agents build credibility, foster student trust, and drive successful recruitment by delivering clear and reliable information.
By prioritising training excellence, you will create a network of skilled professionals who uphold the highest industry standards. This commitment improves recruitment outcomes and strengthens your global regulation, making your institution more attractive to prospective students in a highly competitive industry.
