The decision, backed unanimously by the board of directors, reflects AIRC’s broader mission in supporting the entire international student enrollment experience.
The decision, backed unanimously by the board of directors, reflects AIRC’s broader mission in supporting the entire international student enrollment experience.
The American International Recruitment Council is rebranding itself with a new name: AIRC – The Association of International Enrollment Management. The decision, backed unanimously by the board of directors, reflects AIRC’s broader mission in supporting the entire international student enrollment experience, from recruitment to enrollment.
“The great news is that AIRC as an organization has continued to evolve by supporting various aspects of the international student journey, raising industry standards, and serving as a resource for all members,” said Derrick Alex, president of AIRC, in a statement. “However, for all good reasons, we have also outgrown our former name, The American International Recruitment Council in this exciting phase.”
Alex pointed out that the term “American” might mistakenly imply that all AIRC members and stakeholders are based in the United States, which is not the case. He also said that the word “Recruitment” narrows down their mission and doesn’t fully represent AIRC’s commitment to supporting the entire international student enrollment process. Similarly, the term “Council”’ does not capture the essence of their diverse and growing membership community.
Alex noted that they recognize that the acronym “AIRC” has gained significant industry recognition and respect, which is why it remains an integral part of their new identity.
Alignment
Meanwhile, Brian Whalen, AIRC executive director, emphasized how this step is in alignment with their strategic plan, reinforcing their dedication to international enrollment management. “This change promotes what AIRC has been doing over the past few years as part of its strategic plan; namely, creating the architecture and support structures for the international enrollment management field,” he said.
This encompasses various initiatives, such as the IEM Glossary, the State of the International Student Recruitment and Enrollment Field Survey, IEM Standards for Higher Education Institutions and National Recommendations for International Student Recruitment and Enrollment.
In a separate interview with MSM Reporter, Whalen emphasized that agencies provide institutions with expert knowledge, hands-on guidance, and effective marketing tools for sustainable recruitment, especially for diversifying international student enrollment, while concurrently offering students expert advice on US education, application processes, and visa procedures, along with personalized support and AI-driven tools to find suitable educational opportunities.
“So specifically, benefiting students with expert knowledge that agencies deliver, regarding US educational options, application processes, and how to obtain a visa that’s really comforting and so important to students and families,” he said. “They often represent our institutions and have thorough expert knowledge of those institutions in the academic programs that they offer.”
Adoption
Immediate adoption of the new name will be accompanied by updates to the website, documents, and logos in the coming months.
AIRC, recognized by the US Department of Justice and Federal Trade Commission, is a dynamic network of US educational institutions, service providers, non-U.S. institutions and student recruitment agencies dedicated to professionalism in international student recruitment through various offerings.
