The UK’s Agent Quality Framework (AQF) aims to ensure integrity, transparency, and professionalism in student recruitment. But how can compliance with this framework benefit recruitment agents?
This is a critical question, because it may be easy or natural for agents to focus in on the negative aspects, i.e. the impact of failing to be complaint. However, the people involved in creating the Framework will argue that adherence to it can benefit and boost recruitment in the long run, this is certainly the view of the universities.
Let’s consider the question in detail.
Strengthening relationships with UK universities – Demonstrating AQF compliance reassures universities that agents are working ethically and prioritising student success. This is likely to make universities think positively about the agency and could lead to closer working relationships, such as market collaboration, priority service delivery, flexibility with deadlines etc. all of which would allow the agent to present themselves much more confidently in front of students.
Enhancing reputation among international students – Trust is key in student recruitment, and AQF-aligned agencies gain credibility by asking their universities to endorse them through social media and other channels. Universities may offer to conduct joint marketing and recruitment activities, demonstrating to potential students and their families the legitimacy of the agency.
Reducing risks associated with unethical practices – Avoiding misrepresentation, misleading claims, and improper documentation prevents reputational damage. It is important to know that universities monitor what agencies are doing and saying in market. Some universities go as far as dedicating staff to carry out spot checks on social media pages of agencies that may be suspected of misrepresenting them and could send ‘mystery shoppers’ to find out, first hand, what the agency is saying to potential students about their university. All of this could build a case against the agent, leading to suspension or contract termination.
What systems could agencies use to aid in becoming complaint? – Agencies need to audit their student journey from A to Z. Having the correct policies and procedures are vital to demonstrate compliance and having a ‘student charter’ that clearly outlines what students can expect from an agency is vital. Investing in a CRM tool should be considered as fundamental as having a website or social media presence. A CRM allows agents to maintain clear records of student communication, track application progress, and ensure compliance with AQF guidelines on transparency and accountability.
Recognising that something needs to be done and understanding what needs to be done is the first step. Agents who are already working towards the AQF are the ones that will be ahead of the game and favoured by university partners. Our advice, take this seriously!
