TU/e want more international students. By 2020, twenty percent of bachelor students, and 35 percent of master students should be from abroad. Part of those master students will have been international TU/e bachelor students, but part will enroll directly from abroad. By order of the CvB and the deans involved, the CEC started on a strategy and a recruitment campaign based on that. Based on research and interviews with international students and Internet stakeholders, it’s been decided to focus on online recruitment.

TU/e will start recruiting in India and Mexico for its Graduate School, and Bulgaria and Spain will be targeted for both the Bachelor College and Graduate School. Research pointed to these countries. Selection criteria included the level of English, level of education, and willingness to study abroad. TU/e will be figuring out how (prospective) students in those countries can be reached best. The university is thinking of Facebook pages and study portals, among other things.
 
After a selection procedure with four agencies, CEC chose YoungWorks to develop a recruitment campaign. It’s the same agency that developed Dreams for the Future for TU/e. YoungWorks and CEC have now come up with the catchphrase ‘TU Eindhoven learn/explore/innovate’, which will be used in communications starting this fall. For 2015, a virtual 24-hour open day is planned for the target audience. The open day gives prospective students a chance to chat with TU/e students and alumni.
 
The recruitment campaign is an addition to current activities for the recruitment of international students at TU/e. Current collaboration with partner universities, and visiting fairs will remain unchanged. Project manager Sandra Buys explains: “The only things that are different are our approach and objective. This is about free market recruitment and a greater international awareness for TU/e.”