The Association of Australian Education Representatives in India (AAERI) recently engaged Acumen, part of Sannam S4 Group to conduct a detailed survey of AAERI’s network of self-regulated agents in India and Nepal, and of Australian university representatives based in India and Nepal.
Background
As the report states, agents and agent associations play a significant role in international student recruitment, often being the first point of contact for prospective students around the world. Agents provide cultural awareness and regional market intelligence that universities and students rely upon. It is imperative that agents and agent associations are aware of student mobility trends, key policies that impact education abroad, areas of concern in international recruitment, and opportunities for growth.
The Survey
A total of 66 agents from India, 26 agents from Nepal, and 10 in-country university representatives participated in the online survey. Acumen also interviewed selected agents to gain a deeper understanding of the agent landscape in both countries. The survey covered agent experiences with, and expectations from, AAERI; emerging study abroad trends; knowledge gaps; opportunity areas; quality-enhancing measures; and challenges. The aim was to highlight the key areas of focus and improvement for institutions and AAERI members that would help to provide high-quality education experiences for their students and clients.
Key Findings
- The survey highlighted the value and importance of being associated with agent associations in order to create goodwill with universities and ensure ethical practices while processing student applications. Agents rely on such associations for networking, receipt of industry updates, and engaging with government bodies and policymakers to voice their concerns. AAERI provides regular knowledge sharing sessions with members while also encouraging them to follow the Code of
- Ethical Practices (COEP), which is based on the Australian Government’s Education Services for Overseas Students Act (ESOS Act). Rising interest from students seeking to study abroad, primarily driven by post-study work benefits and future migration prospects, has led agents to offer online counselling. However, most agents continue to feel that face-to-face interactions are more effective in assessing the legitimacy of students.
- Nearly 66% of agents surveyed stated that they work with other agents, and that this was through sub-agents seeking access to education providers with whom they do not already have an agreement.
- With increasing application numbers, 90% of agents stated misrepresentation of student information to be a serious concern, primarily in the area of fake documentation (educational, English proficiency, and financial).
- Over 70% of agents highlighted the lack of financial credibility and uncertain knowledge of the intended destination / purpose for study as key signs that helps them to determine non-genuine students. This is typically ascertained via face-to-face discussions, further emphasizing the need for traditional counselling methods.
- It was also suggested that universities can support agents in reducing cases of misrepresentation of student information, by conducting relevant and regular training sessions and having a clear GTE / screening process.
Presidents view
The President of AAERI and owner of Atlas Consultants, Mr Nishidhar (Nishi) Borra, said “ it was important to have a survey such as this conducted” and that it “took the temperature of the market and provided insights to where AAERI can be more effective and provide value to its members and the students and families its members service.”
“AAERI will work on training its members on various topics like ESOS refresher workshops visa lodgement and oversee that all members follow the code of ethics,” he said.
The Australian government has made several announcements recently that will impact the way students are engaged and provide transparency. To these, Nishi says, “while AAERI welcomes the recent changes – there is, however, a need for more.
“Linking student visas to institutes, as in like what New Zealand does, will benefit all” he says.
He points out that there is a sudden increase in online platforms (“the aggregators”) in India. “Most of them are into B2B engagement and it’s observed that some such companies claim to have appointed more than 1500 to 3500 agents in India. The model adopted by few such aggregators is also very concerning; they appoint anyone and everyone as their agents, and there are minimum checks or no checks.”
He says AAERI members continually give feedback to him that “such companies have their marketing person(s) everywhere, trying to appoint their sub-agents. Travel agents, insurance brokers, training academies, etc are being approached to become their sub-agents – most don’t have proper knowledge of the education system or protocols”.
“We at AAERI believe that such practices encourage unethical, dishonest marketing practices with no accountability to anyone. Institutes will have no or less control over such agents’ behaviours. As AAERI – we are not able to take any disciplinary action against such sub-agents of aggregators.” He says.
“In August this year – TESQA put out a circular to all providers alerting them on their obligations for monitoring the performance of education agents and for ensuring that international students are genuine and engaged in learning.”
“The circular specifically cited Standard 4 of the ESOS Act, which clearly states that
- That providers have a written agreement with each education agent – I repeat with each education agent
- All higher education providers must ensure that Education agents they have contracts with are published on their website and that this listing is correct and up-to-date.
“The words “written agreement with each education agent” – say it all. However, there is a need for more clarity on the use of sub-agents and especially when applied to the recruitment model adopted by the new age aggregators which are mushrooming in India. There are huge risks, and these need attention.” Borra concludes.
