LinkedIn Platform Insights on Prospective Students
Christina Jenkins Director, Global Research,
GSO Insights, Linkedin@chrgoolondon
Ira Amilhussin Senior Global Marketing Manager,
LinkedIn Marketing Solutions@iraa
How marketers can best influencethe student decision journey
Connecting with Today’s Prospective Students
U.S. Version
1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014
of admissions directorsdid not meet their 2015
enrollment goals
58%
of all American jobs will require some sort of
education beyond high school by 2018
63%
It’s challenging to convert prospects to students but the value of the degree is still there
How can higher education marketers impact the decision process of today’s
empowered prospect?
?
LinkedIn Survey and Internal Data: August 2015
This deck features U.S. Results1,627 total respondents including:•502 MBA / Masters Intenders
•524 MBA / Masters Grads
Understanding today’s higher education decision journeyWe surveyed 15,000+ respondents on LinkedIn
Brazil Australia
India
Germany
UK
France USA
Canada
Hong Kong
Singapore
Netherlands
South Korea
JapanSpain
Peer groupsand professional networks are a
significant influence
Millennials are driven by a different mindset
than Gen X
Prospects seek specific contentat each stage
The decision process is exclusive and it’s critical to make the
shortlist
Key Findings
The decision-making process is exclusive
Only 3schools make the
prospects’ shortlist
72%develop their shortlistbefore reaching out toa school representative
93%end up enrollingat a school from
their shortlistBase: MBA and Masters Grads (n=524)
It’s critical to make the short list
Friends and peers are key influencers
55%50%
25%
Professional networks are 3x as influential as personal networks
Professional_x000d_Networks
Personal_x000d_Networks8%
25%25%
Top influential sources when considering further education
Base: MBA and Masters Intenders (n=502)
Increased earnings drives the higher education decision
Increased confidence in my current job
Develop leadership skills
Passion for learning
The need to up-skill
Seeking a higher salary
26%
32%
48%
48%
54%
Increasing Trend:Skill developmentto compete intoday’s world
Base: MBA and Masters Intenders (n=502)
Top 5 factors influencing the decision to undertake higher education
Millennials (18-34) Gen X (35-49)Seek a higher salary Passion for learning
Need to up-skill Need to up-skillPassion for learning Seek a higher salary
Develop leadership skills Develop leadership skills
Millennials and GenXers both have a strong passionfor learning, but for different reasons
1
Base: MBA and Masters Intenders (n=502)
2
3
4
1
2
3
4
Top factors influencing decision to undertake higher education
Location of campus
Tuition fees
University reputation (overall)
Program format
Faculty/teacher quality
64%
71%
79%
83%
90%
University Ranking came in 7th
Base: MBA and Masters Intenders (n=502)
Respondents who intend to undertake a Masters or MBA
When deciding where to study, quality of learningexperience is more important than cost
Flexible study options are essentialBut there are differences by age
Base: MBA and Masters Intenders (n=502)
48%41%
33%26% 24%
GenXers are 58% more likely to want online study options.Millennials are 21% more likelyto want part-time local study options.
Top types of information sought by intenders in each stageof the higher education decision-making process:
Giving them relevant content at each stagewill help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Career Advice
Information on courses and degree programs Expert commentary and
reviewsStaff and lecturer profiles
Alumni profiles/achievements
Institution rankings
Education and industry news
Base: MBA and Masters Intenders (n=502)
14
Top types of information sought by intenders in each stageof the higher education decision-making process:
Giving them relevant content at each stagewill help keep schools top of mind
AWARENESS DISCOVERY SELECTION
Base: MBA and Masters Intenders (n=502)
Peer groupsand professional networks are a
significant influence
Millennials are driven by a different mindset
than Gen X
Prospects seek specific contentat each stage
Key Findings
Implication:Engage early in the
decision process witha relevant content
marketing strategy
Implication:Understand the nuances of your
audience and target them with relevant content by decision
stage
Implication:Test different types
of content for Millennials vs. Gen X
that address their different drivers
Implication:Arm alumni and
professional groups with information that is
easily shared with prospective students
The decision-making process is exclusive
and making the short list is critical