Earlier this year, we shared some of the broader lessons we've learned from running student recruitment events, focusing on how students discover and engage with universities throughout their decision-making journey.
As Head of Events at FindAUniversity, I have a slightly different perspective. Much of my role focuses on making sure our events run smoothly for both exhibitors and students – but the most valuable part of the job is being on the ground at our Postgrad LIVE study fairs. Over the years, I’ve seen thousands of conversations take place between prospective postgraduate students and university teams, and those conversations have given me a strong sense of what students are looking for from an event and what helps universities connect with them.
One of the most consistent patterns I see at our events is the diversity of student motivations.
Some attendees arrive with a clear list of universities they want to speak to and have often seen those institutions promoting their attendance beforehand. Others are much earlier in their decision-making process and use the fair to explore their options, compare institutions, and better understand why postgraduate study could be valuable to them.
Our attendee data reflects this variety. Recent figures show that attendees include current undergraduates, postgraduate students, working professionals and recent graduates. This creates an environment where universities can engage not only students who are ready to apply, but also those who are still considering their future options.
This mix of students is also why conversations at fairs can vary so much from one stand to the next.
One thing that's become clear to me from running these events is that postgraduate student recruitment rarely starts with an application.
Some students attend with a clear destination in mind, but many are still exploring their options and trying to understand what postgraduate study could mean for them.
I've often watched students spend twenty minutes at a stand discussing subjects, career goals or funding opportunities – not because they're ready to apply that week, but because they're still trying to build a clearer picture of their future.
Those conversations matter. They give universities the opportunity to support students at an important stage in their thinking and can help create a connection that lasts long after the event itself.
Not every conversation results in an immediate enquiry or application, but the institutions that make a positive impression early in a student's journey are often the ones that remain front of mind as their plans begin to take shape.
Attendance varies by location, but our individual fairs typically attract between 300 and 700 prospective postgraduate students.
Recent attendee data shows that 53% of students are considering a Masters degree, while 65% are considering PhD study. What this tells me is that many attendees are still weighing up different postgraduate pathways rather than having fully settled on one direction.
Our audience is also highly international. On average, attendees are made up of approximately:
• 48% UK students
• 8% EU students
• 44% international students from the rest of the world
One thing I've found particularly valuable is that many of our events take place on university campuses. This means exhibitors are often speaking to students who are already engaged with UK higher education and actively considering their next steps, creating opportunities for more meaningful conversations and higher-quality leads.
Students have access to more information than ever before, and most arrive at our events having already spent time researching online.
What I've found interesting is that many of the questions students ask at fairs aren't questions they couldn't technically answer themselves. Often they're looking for context, reassurance or a more personal perspective.
Over the years, I've watched countless conversations where a student starts with a practical question about a course and ends up discussing career ambitions, funding concerns or whether postgraduate study is the right fit for them. Those are conversations that can be difficult to replicate through a website or brochure.
That's why the most effective exhibitors are rarely those who simply provide information. They're the ones who listen, engage and help students feel more confident about their options.
Taken together, these conversations and behaviours are what shape how I think about the role of events in postgraduate recruitment.
One thing I've noticed over the years is that the most valuable outcomes from an event aren't always immediately visible.
Some students leave having found the course or university they've been looking for. Others leave with a better understanding of their options, a clearer sense of direction, or simply more confidence about their next step.
After years of watching these interactions unfold, one thing is clear – the universities that get the most from Postgrad LIVE are those that focus on building genuine connections.
The conversations that happen at your stand can often be the first step in a student's postgraduate journey – and that's what makes these events so rewarding to be part of.