Internationalization in higher education has become increasingly relevant over the past two decades, not only in traditional areas like North America and Europe, but also in emerging regions such as Asia and the rest of the world. The expansion of the global higher education mobility is obvious, with over 4.6 million students seeking education outside their home countries and an estimated 13 million cross-border online students in 2015 (OECD, 2017). These statistics suggest the global higher education system needs to pay more attention to international students, especially regarding recruitment. In the past, universities recruited international students by providing face-to-face consults and delivering printed documents and brochures, activities which required much manual effort. In recent times, new technologies have had large impact within the education sector, and the domain of international student recruitment, itself an inherently complex, costly and competitive landscape, has been no exception (Becker et al., 2017). Further, since the emergence of global rankings and increasing competition, the role of the International Office has switched from engaging in academic cooperation and exchanges, to focusing on international student recruitment, services, and advertisements. Thus, a strategic, deliberate, and informed recruitment approach, with technological inputs, is likely to help institutions maximize their opportunities in an efficient manner.