5 Most Effective Agent Training Methods Used by Institutions
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The international education industry demands both adaptability and a deep commitment to learning. In a recent conversation with ICEF, experienced international education agent, Selçuk Atmaca from Türkiye, shared lessons from over 15 years in the field, working with students, families, and institutions across multiple countries. What began for Selçuk as a chance encounter with the industry has grown into a purposeful career built on trust, professional development, and lifelong learning through platforms such as ICEF Academy.
With policies, destinations, and student needs continuing to shift, Selçuk’s experience offers valuable guidance for agents at every stage of their journey. His story highlights not only the evolving nature of the work but also the importance of staying informed and continually investing in one’s own growth.
My journey into international education wasn’t something I planned. I graduated as a physics engineer from Ankara University and travelled to the UK to study English. At the time, Turkish students enrolled in language programmes were allowed to work part-time, so I used that opportunity to support my living expenses.
That’s where the seeds of my career were planted. I began helping fellow Turkish students with practical tasks such as finding accommodation, organising airport transfers, and helping with translation when schools needed support. I didn’t even realise this was a real industry. I thought students handled everything on their own. However, by the end of that summer, I was drawn to this work and wanted to continue.
That first step led to a 15-year journey which is still going strong. I’ve worked both with agencies and education providers in various capacities as a counsellor, project manager, regional sales and marketing manager, and vice general manager. It’s been a progression built on curiosity, opportunity, and a deep belief in the value of education.
One of the things I enjoy most about this work is that no two days are the same. The job is dynamic and often shaped by time zones, student needs, and shifting application timelines. We work with institutions and families across continents, so flexibility is essential.
For example, if I am handling an application for an Australian university, I may need to start my day very early. It’s often the opposite for the US, and I’ll be working well into the evening. A delayed response can push applications back significantly, so timing really matters.
Most of my mornings begin by checking my calendar for student consultations, meetings with parents, webinars or internal team training. Unexpected things happen all the time. Students might call with an urgent issue, or a school might need immediate clarification, prompting me to rearrange my schedule accordingly.
Tracking the availability of visa appointments is also part of my daily routine. Sometimes, slots open late at night, which means I have to stay online outside of regular hours to secure slots for our students.
Weekends aren’t off limits either. Many parents can only meet outside of the working week, and it’s not uncommon for them to invite us to their offices for discussions on other days. You have to adapt. That’s just part of the profession.
“Transparency builds trust and increases participation. It also shows our institutional partners that we’re proactive and invested in helping them reach the right audience.”
Strong relationships are at the heart of everything we do. In the Turkish market, international education fairs play a major role. These events give students and parents a chance to meet school representatives face to face. That kind of engagement builds the confidence that online consultations alone can’t provide.
We also organise one-on-one meetings, especially during periods of high demand when multiple institutions are visiting Turkey. These are personalised sessions where schools present their offerings and assess whether a student is a good fit. At the same time, students can ask direct questions and evaluate their options realistically.
We promote these school visits on social media and our website, so students know when and where they can meet with institutions. This transparency builds trust and increases participation. It also shows our institutional partners that we’re proactive and invested in helping them reach the right audience.
“Gen Z doesn’t want to scroll through endless text, but prefers clear, fast, visual content. That’s why it’s so important to present accurate, concise information that matches their expectations.“
Today, most of our first contact with students happens online, especially through social media. Larger agencies invest heavily in platforms like Instagram, and even smaller ones are focusing on digital marketing, SEO, and influencer collaborations. Gen Z doesn’t want to scroll through endless text, but prefers clear, fast, visual content. That’s why it’s so important to present accurate, concise information that matches their expectations.
We also make sure our website is regularly updated because international education policies and student preferences change quickly. A website that isn’t current won’t just confuse students, but will also damage trust. So we focus on providing accurate, easy-to-digest information that speaks directly to their needs.
Of course, referrals still matter a lot. In Turkey, students rely heavily on peer recommendations. If a student has a positive experience with us, they often bring their friends or family members next. That kind of trust can’t be bought – it’s earned, and it becomes one of the most effective ways to grow sustainably.
In Turkey, the number one concern right now is cost because the value of the Turkish lira is dropping quickly compared to other currencies. A decade ago, the focus was more on academic quality. Today, affordability often comes first.
Of course, it also depends on the type of programme the student is interested in. If they’re looking to study English at a language school where they can also work part-time, then they only really have four main options: Dubai, Australia, Malta, and Ireland.
If they’re going abroad for purely academic purposes, then countries like Canada, Australia, and the UK are more appealing because of their post-graduation work opportunities and because they align with their long-term goals.
And, for some majors like medicine, dentistry, pharmacy, or law, institutional recognition is key. In those cases, families want to make sure the university is ranked within the top 1000 globally, or high enough to be recognised back home.
Student expectations are always evolving, which is why staying informed is absolutely essential. For example, a few years ago, the UK was the top choice for Turkish students but now we’re also seeing growing interest in countries like Germany, Italy, Poland, and Hungary, since these destinations offer a more affordable education and have easier admission processes.
I developed the habit of checking updates daily, especially after the pandemic, when things were changing so fast, and you could easily miss an important update. Sometimes the rules change overnight and that affects everything from how we advise students to how we run our marketing campaigns. So, every morning, I check my folder of bookmarked pages, including government websites, school partner portals, and visa consulates, so that I can stay one step ahead.
If you’re part of a larger agency, communication is key. Your whole team needs to be aligned and internal updates need to be shared frequently so everyone is working with the same information.
One of the biggest challenges is that many decisions are out of our control, especially when it comes to visas, borders, or political changes. All we can do is respond quickly and guide our students to the best available alternative.
Another challenge is the perception of agents. As I mentioned earlier, in Turkey, the market relies heavily on word of mouth. If one student has a bad experience, the story spreads fast, and people start to assume that all agents are the same.
There’s also a lot of misinformation online, where people say students don’t need agents at all, or that agents are just trying to make money off of them. The truth is, in most cases, we don’t charge students anything. But many still assume they’ll pay more if they work with us.
Changing these perceptions isn’t easy. We try to be as transparent as possible and do our best to explain what services are covered and what might come with a fee. Over time, students begin to understand the difference between agencies, and they stay loyal to the ones they trust. That’s why reputation, transparency, and consistent service are so important in this field.
I find ICEF’s country-specific certification courses especially valuable for education agencies, and I see them as part of a meaningful collection. That’s why I’ve completed all nine currently available official courses and certifications related to different countries, including the recently launched destination course on Malta, and I’m looking forward with great interest to any upcoming certifications that may be introduced.
The courses give counsellors confidence because they know they’re learning something official and up to date. The content is well structured with quizzes after each module to reinforce their learning, and we often follow up internally with additional discussions or quizzes.
“ICEF Academy’s certifications help me demonstrate that I’m not just speaking from experience, but also from structured, verified learning.”
The course certifications have helped me build my credibility, and I’ve found that sharing them on my CV, social media, or email signature makes a real difference. ICEF Academy’s certifications help me demonstrate that I’m not just speaking from experience, but also from structured, verified learning.
These certifications prove that you understand the education system, visa process, and even post-study opportunities for a specific country. Some courses even include additional practical information, like what to expect from the local climate, which can be useful when speaking with families.
Institutions also take notice. Some schools, especially in Australia, require agents to have certified counsellors before they will consider working together. They often ask whether we hold EATC or QEAC certifications, and sometimes, even if only one counsellor is certified, it’s enough to begin a partnership.
I remember being at an event in Vancouver where a school representative asked me if I had a CCEA certification. I showed them my certificate on the spot, and it gave them the confidence to move forward with us. I believe more organisations should use this kind of standard, because it really helps distinguish professional agencies from less credible ones.
“Knowledge is power; I say it all the time.”
For me, the biggest insight is simple: knowledge is power; I say it all the time. These certifications prove that your knowledge is real and based on current, reliable information.
When you’re certified and well informed, it shows. Whether you’re advising a student or speaking with a school representative, they feel more confident in your recommendations because they know your guidance is based on real, verified knowledge, not just opinion or guesswork.
Over time, this kind of trust builds your agency’s reputation. I’ve had school representatives come to me for advice – not just about students, but about policies or updates they want to double-check. That shows they see you as a reliable source, a safe harbour when they need clarity.
As I mentioned earlier, many schools look for updated, certified counsellors before initiating contact. Sometimes, they even filter by destination and check the list of certified agents on graduate directories and reach out to them directly to discuss partnerships. That kind of visibility and recognition is a huge advantage in our field.
International education counselling is a very multidisciplinary industry. I’ve seen people come into it from all kinds of backgrounds, teachers, cabin crew, psychologists, even mechanics. One of my former colleagues who worked as a counsellor is now studying medicine. You don’t need a specific degree to do this work, but you do need curiosity, empathy, and a willingness to keep learning.
That said, I do believe the industry would benefit from more formal training, maybe even a two-year postgraduate diploma. The knowledge base is wide, including immigration law, academic systems, counselling skills, and marketing. It’s a serious profession that deserves serious preparation.
What makes this job truly meaningful is the transformation you see in students. They walk into your office not knowing anything. They trust you to guide them. And when they return, more confident and more independent, you know you’ve made a difference. Sometimes they even share new insights with us, things we couldn’t have known without going through the experience ourselves.
This profession also offers flexibility. If you don’t want to work for a company, you can open your own agency or work online. You can also specialise in a couple of destinations or programmes and can still do very well. Even if you return to a different career later on, you can continue this work part-time—maybe as a school representative or by referring students to trusted agencies.
So, if someone is thinking about entering this field, my advice is simple: don’t think twice. It’s a rewarding and impactful path that truly makes a difference in people’s lives.
Want to share your story? Contact us at academy@icef.com with the subject line ‘My Journey in International Education’. We’d love to hear about your experiences in the industry. Whether it’s about overcoming challenges, mastering new skills, or making a difference in students’ lives, your journey as an education agent or student counsellor can inspire others.
