> ## Content Index > Fetch the complete content index at: https://newsletters.qs.com/llms.txt > Use this file to discover other available public pages before exploring further. # US and Canada face similar student recruitment pressures, but need different responses - URL: https://newsletters.qs.com/us-and-canada-face-similar-student-recruitment-pressures-but-need-different-responses/ - Published: 2026-09-18T14:20:30.000Z - Updated: 2026-09-18T14:20:29.000Z - Description: The US and Canada are both set for a 1% decline. How can universities reverse their fortunes? - Author: Louie Brand - Tags: Global Student Flows Hello, Two of the world’s biggest international study destinations are entering a more difficult recruitment period. Our [Global Student Flows](https://www.qs.com/global-student-flows?ref=newsletters.qs.com) forecasts point to an average 1% annual decline in international student numbers in both the US and Canada through 2030\. But the shape of that decline is different. The US is expected to experience a more gradual contraction, while Canada faces a much sharper fall in 2025 and 2026 before stabilising and beginning to recover later in the decade. That creates a similar challenge for institutions in both countries: how do you compete harder for a smaller pool of students? The latest [QS International Student Survey](https://www.qs.com/international-student-survey?ref=newsletters.qs.com) suggests the answer is different in each market. ### In the US, the recruitment story is increasingly about outcomes Academic quality remains fundamental for students considering the US. But some of the fastest-growing decision factors since 2022 are much more career-focused. Interest in post-study work rights has risen by six percentage points, while graduate employment and professional networks have each risen by four. At the same time, affordability has become relatively less important. ![](https://storage.ghost.io/c/f1/d4/f1d411df-6f49-4c75-a302-f8c9e9f59495/content/images/2026/09/image-8.png) For US institutions, this means reputation alone is unlikely to be enough to hold or grow international intake. Recruitment messaging increasingly needs to make the link between academic strength and employment, networks and post-study opportunity clear. There is also an increasingly competitive conversion environment. More than half of US-bound students are considering or applying to five or more universities, while 19% now expect an application outcome within 24 hours. **The US opportunity**: turn institutional reputation into a much clearer outcomes proposition, then make it easy for students to act on it. **Read more in Student Mobility and Motivation: United States for full analysis** [Read now](https://www.qs.com/insights/international-student-survey-united-states-us?ref=newsletters.qs.com) --- ### In Canada, institutions may need to rethink where and how they compete Canada retains significant strengths. Being welcoming to international students is the leading destination driver at 60%, followed by post-study work opportunities and high-quality teaching, both at 46%. Affordability still matters, although its influence has weakened. But the shape of demand is changing. Business and Management remains the most popular subject, but its share has fallen from 20% in 2022 to 16% in 2026\. Meanwhile, Subjects Allied to Medicine has grown from 7% to 10%, with Medicine and Dentistry also gaining ground. ![](https://storage.ghost.io/c/f1/d4/f1d411df-6f49-4c75-a302-f8c9e9f59495/content/images/2026/09/image-9.png) The way students research Canada is changing too. Social media use has risen from 43% to 51% since 2022, while rankings and course-finder websites have lost ground. And expectations around speed are particularly demanding: 37% expect a personalised enquiry response within 24 hours, while 26% expect their application outcome within the same period. The Canada opportunity: adapt the recruitment mix around changing areas of demand, strengthen social and multi-channel engagement, and make speed a competitive advantage. **Read Student Mobility and Motivation: Canada for more insights** [Read now](https://www.qs.com/insights/international-student-survey-canada?ref=newsletters.qs.com) --- ### One forecast, two recruitment strategies The headline numbers for the US and Canada look remarkably similar. But Global Student Flows tells us where demand is moving, while the International Student Survey helps explain what institutions should do about it. For US universities, that points towards employability, networks and outcomes. For Canadian institutions, it means adapting to changing subject demand, channel behaviour and rising expectations around conversion. In a contracting market, the institutions that understand those differences will be better placed to protect and grow their share. --- ### Your next read: - [Access our new student recruitment insights hub - view released reports, and sign up to be the first to know when a new insight is live](https://www.qs.com/student-recruitment-insights?ref=newsletters.qs.com) - [QS International Student Survey 2027 data reveals the different ambitions and perspectives of students from India and China - the two biggest recruitment markets](https://www.qs.com/insights/how-indian-and-chinese-students-differ-in-study-abroad-choices?ref=newsletters.qs.com) - [Where are Indian students planning to study up to 2030? Our forecast reveals the new top destination](https://www.qs.com/insights/top-study-destinations-for-indian-students-by-2030?ref=newsletters.qs.com)