Tag: Matters

  • Cracking the South Asia recruitment challenge – why the right partner matters

    Cracking the South Asia recruitment challenge – why the right partner matters

    For international universities and colleges, South Asia – and particularly India – represents one of the largest and fastest-growing student recruitment markets in the world. The potential is undeniable, but the reality is complex.

    Navigating multiple languages, diverse cultures, varied academic systems, and rapidly shifting student trends requires more than just an occasional visit or a handful of agent agreements.

    Finding the right partner in this environment is not just important – it’s essential.

    The challenge: a crowded and complex market

    South Asia’s education recruitment ecosystem is vast. Students are spread across metropolitan hubs and smaller regional cities, each with different aspirations, financial capabilities, and destination preferences. The agent network is equally varied – from well-established consultancies to smaller, informal setups.

    For many institutions, this creates two critical challenges:

    1. Transparency – Ensuring that the institution’s brand is represented accurately and ethically across the market.
    2. Visibility – Reaching the right students, in the right regions, with the right message.

    Without an in-market presence and strong, vetted networks, institutions often struggle to build trust and sustain engagement at scale.

    Why a local strategic partner is essential

    Working with a dedicated South Asia marketing partner bridges this gap. The right partner acts as the institution’s eyes, ears, and voice on the ground – maintaining brand integrity while expanding outreach.

    A strong local partner can:

    • Streamline agent management – Recruiting, training, and monitoring a reliable network of student recruitment agents.
    • Strengthen market visibility – Ensuring the institution’s programs are consistently promoted to the right audience across multiple regions.
    • Provide real-time market intelligence – Sharing insights on policy changes, student preferences, and competitor activity.
    • Enhance conversion rates – By ensuring that marketing efforts and agent networks are well-aligned with institutional goals.

    Navigating multiple languages, diverse cultures, varied academic systems, and rapidly shifting student trends requires more than just an occasional visit or a handful of agent agreements

    Landmark Global Learning — one roof, complete solutions

    With over 18 years of experience, Landmark Global Learning offers international universities and colleges a single-window solution for the South Asia market. Our approach is built on:

    • Established networks – A trusted, long-standing network of trained recruitment agents across India and other South Asian countries.
    • Transparent operations – Clear reporting, ethical representation, and measurable results to ensure partner confidence.
    • Regional expertise – Deep understanding of both Tier-1 and Tier-2 cities, allowing institutions to tap into emerging student segments.
    • Targeted outreach – Combining on-ground events, digital campaigns, and institutional tie-ups to maximise visibility.

    Whether a university is entering the South Asia market for the first time or looking to strengthen its footprint, Landmark provides the infrastructure, relationships, and market knowledge to make it happen efficiently.

    Maximising visibility in the right way

    One of the biggest pain points for international institutions is getting noticed by the right students. Many spend time and resources on generic campaigns that fail to reach high-intent applicants.

    At Landmark, we focus on:

    • Localised marketing strategies tailored to different student demographics.
    • Partnerships with schools, colleges, and education fairs that bring direct engagement opportunities.
    • Digital targeting that aligns with student search behaviour in the region.

    The result? Increased brand presence, better-qualified leads, and stronger enrolments.

    A partnership for long-term growth

    In an increasingly competitive global education market, institutions cannot afford to be invisible in a region as critical as South Asia. The right partner ensures not only market entry but also sustained growth, brand protection, and student success.

    With its proven track record, extensive network, and commitment to transparency, Landmark Global Learning stands ready to be that partner – delivering all the solutions international universities need, under one roof.

    A journey of impact and vision

    From a small consultancy in Punjab to being the first student recruitment company listed on the Bombay Stock Exchange, Landmark Global Learning’s journey is a testament to resilience, vision, and a relentless focus on student success.

    With over 35,000 successful admissions and partnerships across 200+ global institutions, our mission remains clear: to bridge the gap between talent and opportunity. What started 18 years ago with a single office is today a network of 15+ branches across India, making international education accessible even in Tier-2 and Tier-3 cities.

    For me personally, education has never been just a business – it’s a passion to transform lives. I began this journey as a young professional balancing multiple jobs, driven by a belief that ‘education is not just about admissions – it’s about creating futures.’ That belief continues to guide us as we embrace innovation, whether through AI-driven counseling tools, school partnerships from Grade 9 onwards, or full-spectrum student support covering admissions, accommodation, education loans, and career guidance.

    At Landmark, we don’t just send students abroad; we shape futures — with integrity, innovation, and care.

    About the author: Jasmeet Singh Bhatia is the founder and director of Landmark Immigration, with over 18 years of experience in international education and immigration consulting. A study visa expert and PR strategist, he has mentored thousands of students in achieving academic and career goals abroad. Known for his principle-based approach and strong industry partnerships, he continues to shape global futures through personalised guidance and strategic insight.

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  • Why Student Motivation Matters (opinion)

    Why Student Motivation Matters (opinion)

    In Jarek Janio’s Inside Higher Ed opinion column, “Beyond ‘Grit’ and ‘Growth Mindsets,’” Janio argues that, to promote better student learning, college instructors should ignore questions about student motivation and focus solely on changing student behavior. He focuses on two ideas from the motivation field—grit and growth mindset—as examples of “traits” that have weak associations with student learning. Instead of focusing on what goes on “inside the student’s head,” he argues we should instead focus on “what’s happening in the environment and change that instead.”

    As educational psychology researchers, we are also interested in how to get students to engage in effective learning behaviors. We fully agree with—and our research supports—the idea that it is important for instructors to structure learning environments to support student learning, such as by offering opportunities for students to revise their work and providing clear, well-defined feedback. However, it is a mistake to ignore what is going on inside students’ heads. In doing so, we miss a very crucial piece of the puzzle.

    Students Are Unique Individuals

    As anyone who has taught a college class knows, students are not robots. There are vast differences between them. Take the example of offering your students an opportunity to revise and resubmit their work, after receiving feedback, for a higher grade. Just because you provide this opportunity does not mean that all your students will take it. Some students will enthusiastically revisit their work, dig into the feedback provided, seek additional feedback and deepen their learning. Others will half-heartedly look over the feedback and make shallow attempts to revise. Still others will not glance at the feedback at all and will not turn in a revision.

    These differences are, in part, due to more stable traits that students may have, such as their conscientiousness, their perfectionism and—yes—their grit. However, these differences may also be a function of other individual differences that are less stable. Take growth mindset, for example. Those of us who study growth mindset tend to think about it as a belief rather than a trait. It is something that can change based on the context.

    Imagine a student who has been told by their statistics instructor that statistics is something that anyone can learn—you just need the right strategies. Their art professor, on the other hand, has told them that you need a special, innate talent to be good at art—you either have it or you don’t. These factors can shape students’ beliefs, and in turn, their behaviors. For example, this student may be much more likely to engage in revising and resubmitting their work in their statistics class (where they have stronger growth-mindset beliefs) than their art class (where they have stronger fixed-mindset beliefs). This pattern is also true for when students feel confident about their abilities or have a desire for learning. Such students seek out help more proactively, and they engage with feedback more constructively.

    Beyond Grit and Growth Mindset

    Although grit and growth mindset are perhaps the most well-known (and have some legitimate weaknesses), researchers in the educational psychology and motivation fields study many other factors that impact student engagement and learning. These include students’ interests, values, goals, needs, emotions, beliefs and perceptions of the instructor and their classroom—all things that are going on inside the student’s head but that are critically important to understanding their behavior.

    Theories of motivation articulate the processes through which students’ beliefs, values, needs and goals shape their engagement, behaviors and choices. Researchers have created and tested effective tools to observe, measure and assess these different factors. Decades of research have given us robust understandings of how these factors are both shaped by and interact with the environment to predict students’ behavior and learning. These aspects of the individual student matter.

    The Student and the Environment Are Both Important

    It is important to focus both on what is going on in students’ heads and what is going on in the environment. Instructors have the power to shape their classroom environment in different ways that can influence student behavior.

    We do not disagree with the strategies Janio proposed instructors should focus on. Instead, we want to emphasize that these strategies are effective because of how they are motivationally supportive. For instance, incorporating a revision process into course assignments is based on mastery goal structures, or the environments instructors can nurture so that students focus on their improvement and growth. Normalizing failure is a growth mindset–teaching practice that helps students see the effort they put into the learning process as being something of value. Providing feedback is an important way to inform a student’s self-confidence and show them how they can be more competent in the future.

    Motivation is the central mechanism through which these strategies can help students persist through learning challenges. By understanding student motivation, these teaching strategies and approaches can be fine-tuned and adapted to differently motivated students to maximize student learning. That is exactly what motivation scientists in education have been investigating for decades. Simply discarding learner motivation is dismantling the science that undergirds motivationally supportive teaching.

    Concluding Thoughts

    A return to behaviorism essentially disregards the last 50 years of psychological research emphasizing the important role students’ cognition, emotion and motivation plays in the classroom. It is critical to understand these psychological processes that have been rigorously tested across many studies. Students are also agentic and complex in their thinking and motivations, so a one-size-fits-all approach rarely works. By harnessing students’ motivation, instructors can better adapt their teaching approaches to match students’ interests and goals in addition to creating motivationally supportive environments that promote persistence and deeper learning. When instructors understand their students’ motivation, it can unlock the type of engagement and behaviors meaningful for learning.

    Katie Muenks is an associate professor of educational psychology at the University of Texas at Austin. Carlton J. Fong is an associate professor of postsecondary student success at Texas State University.

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  • English language test integrity matters – Campus Review

    English language test integrity matters – Campus Review

    Commentary

    The experience should reflect the best of what Australia has to offer: fairness, opportunity and integrity

    Matthew LampkinAugust 11, 2025Last Updated: August 11, 2025

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    As Australia recalibrates its approach to skilled migration and international education, one thing remains constant: the importance of trust. 

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  • Reputation Is Revenue: Why Brand Equity Matters in Higher Ed

    Reputation Is Revenue: Why Brand Equity Matters in Higher Ed

    If you’re a university leader today, you’re juggling a lot: enrollment challenges, tightening budgets, shifting student expectations, and the rise of non-traditional competitors. Amid all this, one asset might not be getting the attention it deserves — your university’s brand.

    No, not just your logo or tagline. We’re talking about brand equity — the value your institution holds in the minds of students, parents, alumni, faculty, employers, and the public. It’s about reputation, trust, recognition, and connection. And in a competitive market, it matters now more than ever.

    What is brand equity in higher education?

    Think of it this way: Brand equity is what people think and feel when they hear your university’s name. It’s the difference between being someone’s first-choice school versus just another option.

    It shows up in the pride alumni feel when they wear your sweatshirt, the confidence prospective students have when they see your graduates succeed, and the trust employers place in your credentials. It’s shaped by every experience — from the way your website tells your story, to how your faculty engage in the classroom, to the tone of your communications during a crisis.

    It’s what drives alumni to give, students to enroll, and faculty to choose you over other institutions. When a university has strong brand equity, people trust it, recognize it, and feel loyal to it. That kind of reputation can spark a ripple effect of positive influence across an entire institution.

    Understanding the impact of brand equity across an institution

    Brand equity touches every dimension of institutional life, influencing how people experience, perceive, and engage with your university across the student and stakeholder journey. Let’s take a look at its impact in six key areas.

    1. Enrolling new students

    Choosing a college is a huge decision for students and their families. Today’s students are more informed than ever and expect an institution that’s respected, innovative, and committed to their success.

    That’s where your brand can make an impact. If your university has a strong, positive reputation, you’re more likely to make their shortlist. Schools with solid brand equity are seen as high-quality, forward-thinking, and worth the investment, which makes all the difference in a world where competition is fierce and the landscape is changing fast.

    2. Attracting top faculty

    It’s not just students who care about a school’s reputation — faculty and academic leaders do too. A strong, well-respected brand sends a clear message: This place is serious about excellence, values academic freedom, and encourages innovation.

    It’s not just about prestige — top talent also wants to be somewhere that fosters genuine, supportive relationships with students. A respected brand signals a vibrant academic culture where everyone’s invested in each other’s success.

    3. Fostering alumni pride

    When a university has strong brand equity, it’s not just about reputation — it’s about the sense of pride and connection it creates. Alumni who feel proud of their alma mater are more likely to stay involved, whether that means attending events, volunteering, or giving back financially.

    A strong brand also helps foster a lasting sense of community and belonging well beyond graduation. In short, when your brand is trusted and respected, alumni remain engaged — and they’re more likely to support the institution not only with their resources but by recommending it to future students within their networks.

    4. Securing strategic partnerships

    Whether you’re aiming to partner with major companies, secure government grants, or build global collaborations, having a strong brand can be a significant factor. Organizations want to work with universities they respect, trust, and recognize as leaders in their field.

    When your university’s brand is strong and clear, opportunities that are imperative to your institution open up more quickly. Meanwhile, lesser-known schools often struggle to get noticed. Building a strategic and strong brand is your best way to stand out and secure meaningful partnerships that benefit your students and your bottom line.

    5. Staying resilient amid market disruption

    Higher education is under pressure from various directions shifting demographics, financial constraints, and evolving expectations. A strong brand is essential to stay resilient and relevant.

    When controversy, crises, or big changes hit, your brand becomes your safety net. People are far more likely to give you the benefit of the doubt if they already respect and trust you. That reputation can be the difference between weathering the storm and facing long-term damage.

    6. Boosting visibility through rankings

    While rankings aren’t everything, they do influence perception. Many ranking systems factor in peer reputation, which is directly tied to your brand. The same goes for media coverage. The stronger your brand, the more likely you are to be recognized as a thought leader and trusted voice in the field.

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    Practical tips for building brand equity that lasts

    University leaders can’t afford to view brand as merely a marketing function— it’s so much more than that. Brand must be seen as a strategic asset embedded in everything from big-picture planning to day-to-day decisions. It’s part of how you attract students, build partnerships, and earn trust.

    So how can you turn brand equity into a competitive advantage for your institution? Here are a few key moves to get started:

    1. Know what you stand for

    Start with a clear sense of who you are and what makes your school unique. What do you want people to feel when they think of your institution? Your brand promise should reflect your values, vision, and personality — and it should feel real, not like something cooked up in a boardroom.

    2. Take time to truly know your audience

    What matters most to your students, parents, alumni, and faculty? What are they proud of, and what do they wish were better? Take time to listen — through surveys, conversations, and social media — and use those insights to shape your strategy and message.

    3. Tell one clear, consistent story

    Your brand shows up everywhere: your website, your campus tours, your social media posts, even how your staff answers the phone. Make sure that story feels authentic, easy to understand, and consistent across every touchpoint. Developing comprehensive brand guidelines, share them widely across the institution, and conduct regular audits to ensure every touchpoint reinforces a unified, memorable experience for all audiences.

    4. Get your people involved

    Your brand isn’t just a logo — it’s how people talk about your institution and the trust they place in it. That means faculty, staff, students, and alumni all have a role to play. Keep them in the loop, give them the tools to share your story, and make them feel like part of the bigger picture. Want to get more people talking about — and proud of — your school? Make it easy for them. Share what’s happening through newsletters and social media and provide your community with tools that help them show off their connection. When faculty, staff, students, and alumni feel informed, celebrated, and included, they’re more likely to stay engaged — and more likely to brag about being part of your institution.

    5. Make sure the experience matches the message

    If you’re promising innovation, inclusivity, or career readiness, you better be delivering that on campus, in the classroom (both online and in person), and beyond. Brand equity grows when expectations match real experiences. That’s why creating a seamless website experience is so important — it directly impacts how much trust students place in your institution and it’s offerings.

    6. Get the word out (strategically)

    Raising awareness isn’t just about marketing louder — it’s about marketing smarter. Use the right mix of channels, from digital ads and social media to speaking opportunities for university leaders. And don’t forget about earned media and storytelling that highlights real student success. Do this by building a strategic content plan that aligns messaging across platforms, targets the right audiences, and consistently showcases the impact your institution makes.

    7. Keep a pulse on your reputation

    What are people actually saying about your school? Check in regularly using surveys, online reviews, social listening, and even informal feedback. This will help you spot issues early and see what’s working.

    8. Be prepared to evolve

    Higher ed is changing fast, so your brand needs to be flexible. Stay grounded in your core values, but be open to shifting your tone, visuals, or messaging as your audience and the world around you change.

    Build a brand with a lasting legacy and immediate impact

    In an age of increasing competition and shifting student expectations, brand equity is no longer a luxury — it’s a leadership priority. With students having endless options, donors getting more selective, and reputations spreading instantly, your brand equity can be a serious competitive edge.

    Investing in a strong, authentic, and trusted brand can lay the foundation for long-term success. The institutions that thrive in the years ahead will be those that treat their brand as a central part of their overall strategy instead of a marketing afterthought.

    Because in higher ed, your brand isn’t what you say it is — it’s what people believe it to be. And that belief? That’s your brand equity.

    Ready to strengthen your institution’s brand equity? Explore how a strategic marketing approach can help you stand out and thrive. Let’s talk!

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  • Family Structure Matters to Student Achievement. What Should We Do With That? – The 74

    Family Structure Matters to Student Achievement. What Should We Do With That? – The 74


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    A version of this essay originally appeared on Robert Pondiscio’s SubStack. 

    A recent report from the University of Virginia—Good Fathers, Flourishing Kids — confirms what many of us know instinctively but rarely see, or avoid altogether, in education debates: The presence and engagement of a child’s father has a powerful effect on their academic and emotional well-being. It’s the kind of data that should stop us in our tracks — and redirect our attention away from educational fads and toward the foundational structures that shape student success long before a child ever sets foot in a classroom.

    The research — led by my AEI colleague Brad Wilcox and co-authored by a diverse team that includes another AEI colleague, Ian Rowe — finds that children in Virginia with actively involved fathers are more likely to earn good grades, less likely to have behavior problems in school, and dramatically less likely to suffer from depression. Specifically, children with disengaged fathers are 68% less likely to get mostly good grades and nearly four times more likely to be diagnosed with depression. These are not trivial effects. They are seismic.

    Most striking is the report’s finding that there is no meaningful difference in school grades among demographically diverse children raised in intact families. Black and white students living with their fathers get mostly As at roughly equal rates — more than 85% — and are equally unlikely to experience school behavior problems. The achievement gap, in other words, appears to be less about race and more about the structure and stability of the family.

    Figure 9 from Wilcox et al., Good Fathers, Flourishing Kids

    This may be a surprising finding to some, but not to William Jeynes, a professor of education at California State University, Long Beach, whose meta-analyses have previously demonstrated the outsized academic impact of family structure and religious faith. (The new UVA report does not study the role of church-going). 

    As I wrote in How the Other Half Learns, Jeynes’ work highlights how two-parent households and religious engagement produce measurable benefits in educational achievement. “When two parents are present, this maximizes the frequency and quality of parental involvement. There are many dedicated single parents,” Jeynes has noted. However, the reality is that when one parent must take on the roles and functions of two, it is simply more difficult than when two parents are present.” Jeynes’ most stunning finding, and his most consistent, is that if a Black or Hispanic student is raised in a religious home with two biological parents the achievement gap totally disappears—even when adjusting for socioeconomic status.

    My colleague Ian Rowe has been a tireless advocate for recognizing and responding to these patterns. He has long argued that NAEP, the Nation’s Report Card, should disaggregate student achievement data by family composition, not just by race and income. That simple step would yield a more honest accounting of the challenges schools are facing — and help avoid both unfair blame and unearned credit.

    Yet this conversation remains a third rail in education. Many teachers and administrators are understandably wary of saying too much about family structure for fear of stigmatizing children from single-parent households, particularly in settings where single-parent households are dominant. Rowe has also faced resistance to his efforts to valorize the “Success Sequence,” the empirical finding that graduating high school, getting a full-time job and marrying before having children dramatically increases one’s odds of avoiding poverty. But being cautious is not the same as being silent, and it’s not compassionate to pretend these dynamics don’t matter when the data so clearly shows that they do.

    None of this absolves educators of their duty to reach and teach every child. But it does suggest we should be clear-eyed in how we interpret data and set expectations. Teachers, particularly those in low-income communities, often shoulder the full weight of student outcomes while lacking the ability to influence some of the most powerful predictors of those outcomes. That’s frustrating — and understandably so.

    Citing compelling evidence on fatherhood and family formation is not a call for resignation or excuse-making. It’s a call for awareness and intelligent action. While schools can’t influence or re-engineer family structure, teachers can respond in ways that affirm the role of fathers and strengthen the school-home connection. They can make fathers feel welcome and expected in school life — not merely tolerated. They can design family engagement activities that include dads as co-participants, not afterthoughts. They can build classroom cultures that offer structure and mentoring, especially to students who may lack it at home. 

    And maybe — just maybe — the field can overcome its reluctance to share with students what research so clearly shows will benefit them and the children they will have in the future. Rowe takes pains to note his initiative to teach the Success Sequence is intended to help students make decisions about the families they will form, not the ones they’re from. “It’s not about telling them what to do,” he says, “it’s about giving them the data and letting them decide for themselves.”

    This leads to a final point, and for some an uncomfortable one: If we truly care about student outcomes, perhaps we should be willing to support the institutions that reliably foster them. And that includes religious schools.

    Religious schools — particularly those rooted in faith traditions that emphasize marriage, family life and moral formation — often create environments where the presence of fathers and the reinforcement of shared values are not incidental but central. A recent analysis by Patrick J. Wolf of the University of Arkansas, published in the Journal of Catholic Education, found that adults who attended religious schools are significantly more likely to marry, stay married, and avoid nonmarital births compared to public‑school peers. The effects are most pronounced among individuals from lower‑income backgrounds.

    In states with Education Savings Accounts (ESAs) and other school choice mechanisms, we have an opportunity — perhaps an obligation — to expand access to these institutions. That’s not merely a question of parental rights or religious liberty. It’s a matter of public interest. If these schools produce better education and social outcomes by encouraging family formation and reinforcing the value of fatherhood, the public benefits — even if instruction is delivered in a faith-based context. Said simply: The goal of educational policy and practice is not to save the system. It’s to help students flourish.

    So yes, let’s fund fatherhood initiatives. Let’s run PSAs about the importance of dads. But let’s also get serious about expanding access to the kinds of schools — whether secular or religious in nature — that support the kind of family culture where children are most likely to thrive. Because if we follow the evidence where it leads, we must conclude that the biggest intervention in education is not another literacy coach or SEL curriculum. It’s dad.


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  • Why English language testing matters for UK higher education

    Why English language testing matters for UK higher education

    The UK is at a pivotal moment when it comes to the English language tests it uses to help decide who can enter the country to study, work, invest and innovate.  

    The government’s new industrial strategy offers a vision for supporting high-value and high-growth sectors. These sectors – from advanced manufacturing and creative industries, to life sciences, clean energy and digital – will fuel the UK’s future growth and productivity. All of them need to attract global talent, and to have a strong talent pipeline, particularly from UK universities. 

    This summer’s immigration white paper set out plans for new English language requirements across a broader range of immigration routes. It comes as the Home Office intends to introduce a new English language test to provide a secure and robust assessment of the skills of those seeking to study and work in the UK.  

    In this context, the UK faces a challenge: can we choose to raise standards and security in English tests while removing barriers for innovators? 

    The answer has to be ‘yes’. To achieve, as the industrial strategy puts it, “the security the country needs… while shaping markets for innovation,” will take vision. That clearly needs government, universities and employers to align security and growth. There are no short-cuts if we are serious about both.  

    The sectors that will power the industrial strategy – most notably in higher education, research and innovation – are also those most boxed in by competing pressures. These pressures include the imperative to attract world-class talent and the need to show that those they help bring to the country are well-qualified.  

    But these pressures do not have to box us in. We need not compromise on security or growth. We can achieve both.   

    Getting English testing right is a critical part of the solution. That means putting quality and integrity first. We should demand world-class security and safeguards – drawing on the most sophisticated combination of human and artificial intelligence. It also means deploying proven innovations – those that have been shown to work in other countries, like Australia and Canada, that have adjusted their immigration requirements while achieving talent-led growth.   

    Decision-making around English language testing needs to be driven by evidence – especially at a time of flux. And findings from multiple studies tells us that those students who take high-quality and in-depth tests demonstrate greater academic resilience and performance. When it comes to high-stake exams, we should be setting the highest expectations for test-takers so they can thrive in the rapidly changing economy that the country is aspiring to build.  

    The government and high-growth sectors, including higher education, have an opportunity to grow public confidence, prioritise quality and attain sustainable growth if we get this right.  

    Decision-making around English language testing needs to be driven by evidence – especially at a time of flux

    International students at UK universities contribute £42 billion a year to the economy. (As an aside, the English language teaching sector – a thriving British export industry – is worth an additional £2 billion a year, supporting 40,000 jobs.) Almost one-in-five NHS staff come from outside the UK. 

    More than a third of the UK’s fastest-growing startups have at least one immigrant co-founder. Such contributions from overseas talent are indispensable to the country’s future success – and the industrial strategy’s “focus on getting the world’s brightest minds to relocate to the UK” is smart.  

    At Cambridge, we help deliver IELTS, the world’s most trusted English test. Over the decades, we’ve learned that quality, security and innovation reinforce one another. It’s why we draw on our constantly evolving knowledge of linguistics to make sure our tests assess the real-life language skills people use in actual academic and professional environments. 

    Technological innovations and human intelligence must be central to the test-taking experience: from content creation to exam supervision to results delivery. Having one without the other would be reckless.    

    We should deploy the latest data science and AI advances to spot risks, pinpoint potential fraud, and act intelligently to guarantee a system that’s fair for all. IELTS draws on proven AI and data science developments to prevent fraud and improve the information available to institutions like universities, businesses and UKVI.  

    As the government takes its industrial strategy, immigration reforms and English testing changes forward, it’s vital that departments coordinate on the shared opportunities, and tap into the best evidence available.  

    This is complex work. It requires a collaborative spirit, creative thinking and deep expertise. Fortunately, the UK has plenty of that. 

    About the author: Pamela Baxter is managing director, IELTS at Cambridge University Press & Assessment

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  • Why Philosophy Matters: From Classroom to Real-World Impact

    Why Philosophy Matters: From Classroom to Real-World Impact

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    Studying philosophy can be life changing. It gives students the opportunity to think critically and ask questions about life, beauty, truth, who they are and what they believe in. The skills and knowledge-sets students develop in philosophy courses are not only useful in a variety of careers but can also prepare them to live meaningful lives.

    Developing critical career skills

    Philosophy students learn how to make good arguments and criticize bad ones. They develop problem-solving, critical reading and reasoning skills. This is why philosophy students generally do very well on standardized tests such as the GRE, GMAT and LSAT. And it’s also why they typically succeed in fields like law, business, education and other areas that require writing, argumentation and analytical ability. They can go on to train as pastors and priests, building upon what they learned in philosophy of religion or ethics courses. They may become teachers or journalists, putting their broad knowledge and linguistic skills to work. A few philosophy students might go on to obtain graduate degrees in philosophy, which can lead to jobs teaching at the college level.

    Pre-law applications

    Many universities have pre-law programs connected to their philosophy education programs — either as a track within the philosophy major, or through recommended or required philosophy courses in an interdisciplinary pre-law program. Among useful courses for a career in law are those in logic and argumentation, along with ethics and social or political philosophy.

    Cognitive science applications

    Philosophy is also a useful major for students interested in cognitive science. Classes in epistemology and the philosophy of mind introduce students to questions and theories about what it means to think, and what is unique, if anything, about human consciousness. These studies are useful in a world where artificial intelligence (AI) has become commonplace. While engineers and computer scientists work on hardware and software, philosophers ask questions about the meaning and purpose of consciousness itself.

    The link between ethics and philosophy

    Philosophers are also trained to ask ethical questions about these and other technologies. Ethics and value theory are substantial areas of concern within a philosophy major. This includes applied ethics courses, where students critically evaluate difficult issues. This kind of content is what you can find in my textbook, “Ethics: Theory and Contemporary Issues.” Almost every profession has an ethics component: nurses, doctors, lawyers and engineers all need ethics training. A focus on ethics and philosophy makes sense as a double-major or a minor for students pursuing those professional degrees. There are also ethics professionals at work in the world outside of academia. For example, in hospitals and research facilities, there are ethics committees and advisory boards which work as case consultants and as policy advisors.

    Philosophy as a “way of life”

    Perhaps the most important reason for students to study philosophy is because they’re interested in life’s biggest questions. Maybe they’re concerned about justice and motivated by the search for wisdom. We live in a world that has become incredibly complex. It is increasingly difficult to distinguish the good and true from the mere appearance of these things. Without wisdom, it’s difficult to achieve happiness. The study of philosophy will acquaint them with the deepest and most profound thinking on wisdom, happiness and the good life. This is what we attempt to do in our textbook “Archetypes of Wisdom: Introduction to Philosophy.” It may also help students resolve some of their own questions about who they are, what they believe and how to live well. In the text, we explain that philosophy can be understood as a “way of life.” The philosophical life is open to all people. It is an open-minded and curious approach to living.

    Studying philosophy: the full impact

    The philosophical life is one that encourages active engagement with history, culture and politics. It is a way of thinking that helps you wrestle with difficult questions in pursuit of wisdom. Studying philosophy can help students with career development. It can help them become better citizens, friends and colleagues. And more importantly, it will help them discover the joy of thinking and the wonder of being human.

    Written by Andrew Fiala, Ph.D., Professor of Philosophy and Founding Director of the Ethics Center at California State University, Fresno.  

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  • Own Your Narrative: Why Personal Branding Matters for University Leaders

    Own Your Narrative: Why Personal Branding Matters for University Leaders

    Many university leaders are uneasy about the idea of personal branding. It can feel self-promotional, even uncomfortable – and it’s often a concept that jars with their personal values, the culture of their institution, and indeed their perception of how higher education itself operates.

    However, personal branding should not be about ego or marketing. It’s about clarity, authenticity, and trust. In an environment where leadership visibility, credibility, and alignment with institutional values are increasingly scrutinised, shaping how you’re understood by others isn’t merely helpful, it’s essential.

    So, while we’re a bit uncomfortable with the term, personal brand, we think it’s extremely important for aspiring university leaders to think about how they go about developing one for themselves.

    Personal branding – it’s not just what you say about yourself

    It’s perhaps worth reflecting on what Jeff Bezos has said in this context because it’s helpful:

    “Your brand is what other people say about you when you’re not in the room.”

    Your title and role may open doors, but it’s your values, your expertise and your contribution that leave a lasting impression. Personal brand is the space you occupy in other people’s minds: your colleagues, students, and external connections. In today’s digital world, you are visible in search results, social feeds, LinkedIn and other platforms. If you’re not actively shaping your own narrative, others will do it for you – forming opinions and perceptions that may not be accurate or aligned with your values.

    Why should personal branding matter for aspirational university leaders?

    Thinking about your personal branding allows you to control the narrative. Essentially, if you don’t shape your story, someone else will. It allows you to build trust and credibility authentically. This is vital, we all know that a consistent, values-led brand is consonant with reliability in times of change. Where there is so much information out there, it can be a strong signal among confusion and noise. It also gives you a better handle on future-proofing your career.

    Executive search companies, partnerships, board appointments all begin with discovery, and if you can’t be found, you can’t be considered. Distilling your experience and expertise beyond the role you’re in now makes moves to other roles easier. People do their homework on you, they want to know what kind of person you are, not necessarily the nitty gritty detail (although bad social media lingers) but to know that you are real. And it’s not always about a positive career trajectory to the next job. In these times your role might be at risk, and you might need to consider your next position, even beyond your current role, institution and sector.

    This is about developing a personal mark, but it’s worth noting that an authentic personal brand also benefits your institution. Visible leaders attract talent and partnerships, and can draw top academics, high-calibre students, and external funders. People will engage because of what you stand for in terms of your values and your impact. And got right, it will help your students, staff, external connections and the public to be more confident about your vision and your decisions.

    Equally important, a clear and visible personal brand enables you to communicate more effectively – an essential skill for building strong teams, driving change, and leading through crisis. You are future-proofing yourself, becoming a trusted authority, so that you are known for more than just your job title and credentials. 

    It starts with how you present yourself in meetings, working groups, committees, stakeholder meetings, even corridor conversations and incidental interactions.

    Articulating your expertise beyond your job title

    To be able to develop your personal brand, you need to ask yourself several questions and answer them honestly. And bear in mind that ‘showing up’ is not showing off, you can’t make a difference if you’re invisible!

    Truly understand what your goals are: who you are trying to help, and what positive difference do you want to make? Understanding your reason for doing what you do makes being visible that much easier.

    1. Do I want to make a positive difference?
    2. What do I want to change and how?
    3. What do I want to be known for?
    4. Who do I want to help?

    Ask yourself these questions in the context of what you want to change or influence, such as Leadership & Change Management; Equity, Diversity & Social Mobility; Research Impact & Knowledge Exchange; Student Experience & Wellbeing; The Future of Work & Skills. These should, of course, be significant topics that reflect what you want to be known for and the people or communities you aim to support.

    Before you can become an authority on your topic, you need to have a proven track record of success in that area. Your credibility is built not just on what you say, but on what you’ve delivered; your demonstrable achievements and real impact that others can recognise and rely on. Without this foundation, personal branding risks sounding empty or a promissory note rather than coming from a position of authority and authenticity.

    When you are speaking to others about what you are doing, it is helpful to reflect on how you should structure what you say. Make sure, for example, that you’re clear about defining the issue: speak directly to the challenges your audience faces (e.g. navigating grant applications, improving departmental culture); position the challenges. Share frameworks, tips, or toolkits you’ve developed, and humanise your advice – weave in a short anecdote or lesson learned, for example.

    Do these things in the context of people you might be able to support by being more visible: students and research students, people more junior, and those wanting to get into HE, particularly those from minoritised backgrounds. Essentially, leadership isn’t just about climbing, your role should be to hold the ladder down for others.

    Practical Tips

    To help you maximise your impact – here are some ideas:

    1. Digital Footprint Audit

      • Search Yourself: Google your name in incognito mode. Note the top 10 results.
      • Review Social Profiles: Ensure consistency of photo, headline, and bio across LinkedIn, Twitter, ResearchGate, etc.
      • Clean Up: Archive or delete outdated posts or profiles that conflict with your current values.

      2. Think about Content, Calendar & Cadence

      • Plan regular outputs (blog posts, LinkedIn articles, micro-posts) aligned to your expertise, but don’t worry if you can’t maintain a consistent frequency right away.
      • It is important that they are insightful, add value and contribute.
      • Use simple tools (e.g. Trello or a shared spreadsheet) or agentive AI to track ideas, deadlines, and performance.

      3. Collect Metrics & Evaluation

      • Engagement: Likes, comments, shares on social platforms.
      • Opportunities: Invitations to speak, consult, sit on panels or boards.
      • Search Trends: Monitor Google Analytics (if you host a blog) or LinkedIn analytics for profile views and keyword searches.

      4. Network Activation

      • Identify, say, 10 key contacts (internal & external) each quarter to reconnect with.
      • Offer value first. Be gracious and share – share an article, congratulate them on their achievement, propose a brief call.
      • Leverage your network to co-author articles, co-host webinars, or nominate others for awards.

      And avoid:

      • Oversharing: While transparency is good, avoid extraneous personal detail that can detract from your message.
      • Inconsistency: Mixed messaging erodes trust. Align every post and presentation with your core values.
      • Neglecting Offline Presence: A strong digital brand should be backed up by consistent behaviour in meetings and events.
      • Ignoring Feedback: Listen to comments, direct messages, and 360-degree reviews to refine your approach.

      What Leaders Say

      Professor Shân Wareing, Vice-Chancellor and CEO, Middlesex University

      People are always going to draw conclusions from what they see you do, so you always need to be aware of that. I don’t use personal brand with the goal of ‘selling’ me. However, I do want to consistently communicate important and specific aspects of how I work – such as that I care about other people’s growth – and I try to align all my social media and other communications with that message.”

      Professor Simon Biggs Vice Chancellor and President, James Cooke University

      Senior leaders represent their organisation externally. A strong personal brand helps amplify and align their values with the organisation in public forums, industry discussions, and policy advocacy. Personal branding signals what a leader stands for ethically, strategically, and culturally. It helps align teams and attract talent who resonate with that leadership style.

      Professor Theo Farrell, Vice-Chancellor, Latrobe University, Australia

      I think aspiring leaders need to think carefully about the kind of leader they want to be – and this will involve reflecting on their own values, the ambitions they have for the organisation or unit they lead, and their aspiring leadership journey. For me, personal brand is simply the outward expression of this leadership ethos and style. It is expressed in communications, including social media, and also in every interaction with people inside and outside the organisation. Being consistent with your personal brand, in everything you do is important for authentic leadership. In terms of social media, the goal is to communicate your values. Being consistent is obviously important. At the same time, my experience is one of posting fewer personal reflections and more corporate content as I have become more senior, and in these senior roles increasingly represent my organisation.

      And finally

      Leadership and personal branding are inseparable in today’s higher education landscape. Your brand is not a luxury. It’s your strategic asset made up of your values, your story, your impact on others and ultimately your legacy.

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  • Leadership Matters During Crisis – EducationDynamics

    Leadership Matters During Crisis – EducationDynamics

    Over the past few weeks, we have heard from some accomplished communications and marketing professionals that these campus positions are being eliminated or entangled in budget battles. Those of us who have had the opportunity to work in this field for decades know that, especially during “challenging” times, this type of short-term thinking will have negative, long-term consequences. 

    Consider the state of affairs and public perception of higher education. If ever there was a time for colleges and universities to amplify and demonstrate an institution’s value, including reaching new audiences and those already in the fold, it is now. 

    For college and university presidents and chancellors, leadership includes watching the horizon and longer-term planning, even as the ground shifts more frequently today. There is no time to coast or risk needing to recover lost reputational ground. Yet that risk is absolute without a steady, if not bold, approach to the work of campus communications and marketing professionals focused on defining, elevating and protecting an institution’s reputation and thereby helping to drive revenue. Supporting student enrollment, engagement and retention is a given for these dedicated staff members. Add the internal communications (remember COVID messaging and how people’s lives were at stake?), issues management, crisis communications and fundraising-related needs to the new kid on the block for many: strengthening your institution’s advocacy-related communications. This work is all core to institutional competitiveness and resilience.

    Now that we have convinced you, here are suggestions for building on your team’s successes:

    • Keep your communications and marketing team resourced and motivated. Support professional development opportunities, such as conferences, webinars hosted by national higher education organizations, including the American Council on Education, inviting speakers to “Zoom in” or tapping existing on-campus expertise. This doesn’t need to be costly, and such investments pay off.
    • Agree to participate in local, regional and national visibility opportunities. Your words will matter, especially as president or chancellor, and can set a campus-wide tone. Coaching and editing counsel are readily available to you in advance of these opportunities.
    • Include campus communicators and marketers early and often in strategic decision-making. They see around corners and will be mindful of risk and reward. The best in this field will speak truth to power and steer effectively.
    • Encourage your team to connect with those whose communications and marketing efforts you’ve admired from afar. The higher ed communications and marketing professionals community, including groups such as PRSA’s Counselors to Higher Education and CASE, is generous and thoughtful, open to learning from each other’s successes and missteps.
    • Show up for your team. A few minutes of in-person appreciation go a long way for those not often recognized for the impact of their work.

    It boils down to this: How will anyone know just how impressive your students, faculty and staff are, the impact on your community and your institution’s groundbreaking research, if your institution does not have the structure and the best people to show and tell these stories in earned, owned and shared media channels? How do we expect to have the buy-in and build greater awareness and understanding of the value of higher education? Consider who you want to tell your institution’s stories and how, namely from an informed and experienced perspective, as you also consider the alternative during a tighter budget cycle. Finally, please know that we stand ready to partner with you and your team to help you make your mark.

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  • Why agentic AI matters now more than ever

    Why agentic AI matters now more than ever

    Key points:

    For years now, the promise of AI in education has centered around efficiency–grading faster, recommending better content, or predicting where a student might struggle.

    But at a moment when learners face disconnection, systems are strained, and expectations for personalization are growing, task automation feels…insufficient.

    What if we started thinking less about what AI can do and more about how it can relate?

    That’s where agentic AI comes in. These systems don’t just answer questions. They recognize emotion, learn from context, and respond in ways that feel more thoughtful than transactional. Less machine, more mentor.

    So, what’s the problem with what we have now?

    It’s not that existing AI tools are bad. They’re just incomplete.

    Here’s where traditional AI systems tend to fall short:

    • NLP fine-tuning
       Improves the form of communication but doesn’t understand intent or depth.
    • Feedback loops
       Built to correct errors, not guide growth.
    • Static knowledge bases
       Easy to search but often outdated or contextually off.
    • Ethics and accessibility policies
       Written down but rarely embedded in daily workflows.
    • Multilingual expansion
       Translates words, not nuance or meaning across cultures.

    These systems might help learners stay afloat. They don’t help them go deeper.

    What would a more intelligent system look like?

    It wouldn’t just deliver facts or correct mistakes. A truly intelligent learning system would:

    • Understand when a student is confused or disengaged
    • Ask guiding questions instead of giving quick answers
    • Retrieve current, relevant knowledge instead of relying on a static script
    • Honor a learner’s pace, background, and context
    • Operate with ethical boundaries and accessibility in mind–not as an add-on, but as a foundation

    In short, it would feel less like a tool and more like a companion. That may sound idealistic, but maybe idealism is what we need.

    The tools that might get us there

    There’s no shortage of frameworks being built right now–some for developers, others for educators and designers. They’re not perfect. But they’re good places to start.

    Framework Type Use
    LangChain Code Modular agent workflows, RAG pipelines
    Auto-GPT Code Task execution with memory and recursion
    CrewAI Code Multi-agent orchestration
    Spade Code Agent messaging and task scheduling
    Zapier + OpenAI No-code Automated workflows with language models
    Flowise AI No-code Visual builder for agent chains
    Power Automate AI Low-code AI in business process automation
    Bubble + OpenAI No-code Build custom web apps with LLMs

    These tools are modular, experimental, and still evolving. But they open a door to building systems that learn and adjust–without needing a PhD in AI to use them.

    A better system starts with a better architecture

    Here’s one way to think about an intelligent system’s structure:

    Learning experience layer

    • Where students interact, ask questions, get feedback
    • Ideally supports multilingual input, emotional cues, and accessible design

    Agentic AI core

    • The “thinking” layer that plans, remembers, retrieves, and reasons
    • Coordinates multiple agents (e.g., retrieval, planning, feedback, sentiment)

    Enterprise systems layer

    • Connects with existing infrastructure: SIS, LMS, content repositories, analytics systems

    This isn’t futuristic. It’s already possible to prototype parts of this model with today’s tools, especially in contained or pilot environments.

    So, what would it actually do for people?

    For students:

    • Offer guidance in moments of uncertainty
    • Help pace learning, not just accelerate it
    • Present relevant content, not just more content

    For teachers:

    • Offer insight into where learners are emotionally and cognitively
    • Surface patterns or blind spots without extra grading load

    For administrators:

    • Enable guardrails around AI behavior
    • Support personalization at scale without losing oversight

    None of this replaces people. It just gives them better support systems.

    Final thoughts: Less control panel, more compass

    There’s something timely about rethinking what we mean by intelligence in our learning systems.

    It’s not just about logic or retrieval speed. It’s about how systems make learners feel–and whether those systems help learners grow, question, and persist.

    Agentic AI is one way to design with those goals in mind. It’s not the only way. But it’s a start.

    And right now, a thoughtful start might be exactly what we need.

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