Framing in International Student Recruitment: A Cross-Country Comparison of the Online Corporate Identity of Universities

The global mobility of students is on the rise and the recruitment of international students is high on the agenda of institutions in higher education. By communicating a distinctive corporate identity on their websites, universities can distinguish themselves from competitors and generate a positive image to attract talented international students. In this study, the online corporate identity of top universities in 12 countries is compared by semantic network analyses. This cross-country comparison demonstrates that universities in different countries create a distinctive online corporate identity by using different (combinations of) frames within four identified themes: internal characteristics, student resources, external position and affairs, and corporate citizenship. These insights are useful in the development of communication strategies by universities and national governments.