For the past 3 years, we have been partners with the Student Experience Collective in studying the journey of candidates in their search for educational institutions. This year, more than 2700 young individuals took the time to respond to our inquiries.

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In this document, you will find the key stages of a candidate's decision-making process: from research, through discovery, application, to the final choice. Over 70 questions were posed to the candidates to gather a qualitative perspective on trends in this area.

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Offline is back: candidates need more face-to-face interactions

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Unlike the past two years, a significant shift is the resurgence of offline channels. For the first time since 2020, offline spending surpasses 40%, notably driven by a substantial increase in physical events (exhibitions, open days, forums, etc.). Online research and word of mouth still hold the top position, accounting for over 60% collectively.

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Your candidates: your best ambassadors

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Not surprisingly, and for the third consecutive year, students play a crucial role in recruiting future cohorts. Whether through word-of-mouth actions (as mentioned above) or on the field, your students remain your best asset with candidates.

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This year again, over 75% of candidates prefer to engage with a student ambassador from the school. That's why we designed Magma, to provide institutions with the best solution for candidates to interact with student ambassadors.

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→ Download the study.

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