How UCL Is Winning in Student Recruitment: A Conversation with Neil Green and Goin’

Watch the Full In-Depth Discussion

For a deeper dive, watch our live session with Neil Green, Head of International Student Recruitment at UCL: Watch Here

Over the 60-minute session, they unpacked the real-world challenges facing institutions, including market over-reliance, visa uncertainty, and platform fatigue. But they also presented a powerful antidote: a student-led digital community strategy designed to boost enrollment and create meaningful social bonds before students even arrive on campus.

“It’s a Conversion Solution First and Foremost”

For UCL, Goin’s core utility lies in conversion. As Neil Green explained, "We originally started using Goin mainly as a conversion solution, so for offer holders who maybe haven't quite decided whether or not to accept UCL's offer."

By activating students during the crucial “offer-holder” stage, UCL builds momentum and social excitement early. "You’ve already done the hard work to get them to apply," Gamon said. "Now it’s about making sure they choose you."

Tackling Platform Fatigue with a Single Student Hub

Prior to Goin, UCL, like many universities, was juggling fragmented channels like WhatsApp, Facebook, and WeChat. “It’s very difficult to keep even a central oversight of what’s there and what’s in existence,” said Green. These one-off groups were often isolated by program or geography, lacking cross-functional interaction.

Goin changed that. “The possibility of multilateral connections was really where I think the value lies,” Green said. “A student can join a group for their program, their country, and also for their interests, like drama or theater, on one platform.”

Student-Led and Low-Maintenance

UCL has adopted a hands-off, student-led approach to their Goin community. “We took the conscious decision not to go in and monitor or answer questions,” Green explained. “We really leave it as the student space, their environment.”

This model has proven effective: with over 700 niche groups, 14,000+ users, and 1.5 million messages, the UCL community thrives on peer-to-peer help and organic engagement. Staff only step in via curated pop-up Q&As or to push occasional reminders.

Critically, Green emphasized that Goin “doesn’t require a lot of work. Apart from the initial setup... it’s really light touch.”

International Appeal, Including Chinese Students

A standout stat from UCL’s Goin rollout: 1,900 Chinese students joined the platform last year. Despite common concerns about platform accessibility in China, Green confirmed, “There’s no discernible drop-off from Chinese users... it seems to be popular with them too.”

With students from over 120 nationalities, UCL uses Goin's gamification features to nudge students beyond cultural silos, fostering cross-cultural friendships from day one.

Scaling Across Faculties

UCL didn’t adopt Goin overnight. It started with a pilot in one faculty. “We thought it would be a harder sell to get the whole institution on board,” Green recalled. But the results convinced the rest: “Now we have 10 of our 11 faculties signed up.”

That scaling has led to exponential engagement. From October 2023 to 2024, the number of student connections grew from ~35,000 to nearly 300,000.

Impact on Belonging and Well-Being

Beyond recruitment, the platform supports well-being. “It’s common sense that if students are less anxious before arrival, they’re more likely to succeed academically and socially,” said Green.

Student feedback echoed that:

“As an international student, I didn’t know anyone starting at UCL at the same time as me, the app really decreased my pre‑university stress.”

Curious to See the Full Discussion?

Click here to watch the full recording and hear directly from Neil and Ryan about how to build student-led communities that truly drive results.

Withover over 400+ communities and  millions of friendships made globally, Goin' has proved that authentic engagement leads to stronger enrollments and an unparalleled student experience. Schedule a meeting with us or Watch a Demo for exclusive insights. Because the better you understand your students, the better you can support them.