International students form an important element of most universities' internationalisation strategies, especially for research and the recruitment of high calibre PhD students (PGRs). Despite the numerous studies of PGRs' post-arrival experiences, there is a major dearth of research into their pre-arrival, application experiences. Given the worldwide competition for high calibre PGRs, along with impact posed by the COVID-19 pandemic and by Brexit for the UK, it is vital for universities to ensure that factors clearly under their control, such as the information on their websites and the way they communicate, are as informative and helpful as possible. In this article, we draw on social media data to examine the challenges and uncertainties that Korean PGR applicants experienced in navigating the process of applying to UK universities. The paper compares their confusions with information available on university websites and recommends a series of points that higher education institutions should check for. It also reveals and discusses issues associated with communication. While the data has been collected from Korean social media websites, we argue that our paper has broader relevance for the following reasons. First, the same fundamental intercultural issues--different educational systems and different background knowledge--apply to PGR applicants from other countries and so their queries are likely to be similar or comparable. Second, the insights gained from social media websites to facilitate the application process and thereby enhance recruitment can usefully be applied to other countries and levels of study, in a way that has rarely been done to date.