LinkedIn Executive Education Research

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  • 2016 LinkedIn Corporation. All Rights Reserved.

  • Executive

    Education Survey

  • Key Findings

    48% of attendees didnt comparison shop EE programs

    Implication: Reach them early in the decision process. Dont wait for them to find you.

    Attendees are likely to recommend their program to colleagues

    Implication: Keep in touch with former attendees to increase word-of-mouth

    recommendations

    Senior leadership & HR teams (approvers) are a large referral source

    Implication: Make sure they are aware of your programs and how their org will benefit

    Programs that are tailored to a specific function are very appealing

    Implication: Market your tailored programs to professionals in the appropriate functions

    and industries.

  • Methodology

    Sample: US LinkedIn members who listed executive education on profile

    553 respondents completed the survey (Oct/Nov 2016)

    16 questions in the survey

    6-min average completion time

    $10 incentive

  • Who Completed the Survey

  • Respondents were senior professionals:

    92% had 10+ years of experience and 55% were Director+

    N = 553

    19 Median Years of

    Experience

    17%

    38% 16%

    29%

    CXO/Owner/Partner

    Director/VP

    Manager

    IndividualContributor

    Seniority

    10th Percentile = 10 90th Percentile = 31

  • Respondents represented a broad mix of functions

    N = 553

    Function

    25%

    4%

    5%

    6%

    6%

    6%

    8%

    15%

    24%

    Other

    Consulting

    HR/Legal

    IT

    Engineering/Product Management

    Accounting/Finance/Purchasing

    Marketing/Communications

    Operations/Quality/Project Management

    BD/Sales

  • The most common topic was management/leadership

    N = 553

    7%

    4%

    6%

    9%

    10%

    16%

    48%

    Other

    Nonprofit or Social Enterprise

    Operations or Information Technology

    Marketing, Public Relations, or Sales

    Finance, Accounting, or Economics

    Innovation, Strategy, or Growth

    General Management, Leadership, or Corporate Governance

    Executive Education Program Topic

  • EE program was not required for advancement

    10% of respondents said that the EE program they completed was required by their organization for training or promotion

    N = 553

  • Discovery

  • 51% learned about their EE program through word of mouth

    1%

    13%

    4%

    9%

    22%

    24%

    27%

    I dont know

    Other

    Advertising - digital, radio, mail, TV, newspaper, etc.

    Found it while looking at a schools website or program brochure

    Found it while searching for executive education program on theweb

    A colleague/peer told me about it

    My boss or HR/training department told me about it

    % of Respondents

    N = 553

    How did you first discover this executive education program?

  • Consideration

  • 48% never researched/considered alternative programs

    N = 553

    Before you enrolled in this executive education program, did you research and consider similar programs offered by other universities or institutions?

    1%

    29%

    22%

    48%

    I dont know

    Considered 2 or more other programs

    Considered 1 other program

    No - I did not consider other programs

    % of Respondents

  • Employer Support

  • Most important factor in getting support from their employer:

    They understood how their organization would benefit

    47%

    24%

    20%

    8%

    4%

    9%

    18%

    69%

    The amount of time that you would miss work wasreasonable

    The cost of attending the program was reasonable

    The program was offered by a prestigious schooland/or instructor

    Your employer understood how their organizationwould benefit from you attending the program

    % of Respondents Who Assigned: Most Impact Least Impact

    Among the following factors, which do you think had the most impact and which had the least impact on getting your employers financial support?

    N = 428

  • Program Outcomes

  • Built Valuable Relationships

    59% of respondents reported building valuable relationships with other attendees or instructors

    N = 553

  • Gained Valuable Knowledge or Skills

    89% of respondents felt that their program helped them gain valuable knowledge or skills

    N = 553

  • Solved Actual Challenges

    71% of respondents said the program helped them solve challenges that their organization faced

    N = 553

  • Would Recommend EE Program to a Colleague

    76% of respondents said they would recommend the EE program they completed to a colleague

    N = 553

  • Ideal Program Features

  • Hypothetical scenario: Comparing two EE programs

    Imagine that you were considering attending an executive education program

    that:

    Costs $15K (including room and board)

    Is 6 days of full-time instruction (you will stay on location during the

    program)

    Take place at a university that is a 5-hour flight away

    However, you found an alternative program that was exactly the same,

    except for a few features. Among these features, which would be most

    appealing and which would be least appealing about the alternative

    program?

  • Participants were asked to assign Most Appealing and

    Least Appealing to these 7 features

    More tailored to your specific industry

    More tailored to your specific function

    Offered by a more prestigious/well-known university

    Recommended by a colleague who took it in the past

    Provided online with real-time lectures and discussions

    3 days of full-time instruction (shorter)

    Costs $5K (cheaper)

  • They evaluated 4 features at a time across 8 different sets

  • Validity check: The first 7 choices were used to predict the

    last choice. Predictions were correct for 63% of respondents.

    Use prior answers to predict respondents choice for most appealing in this set of features

  • Feature with greatest appeal to the entire market:

    Program that is more tailored to a specific function

    N = 350. Zero-centered, interval scale (based on LN(SQRT(M/L)). M = total Most votes, L = total Least votes.

    Among these factors, which would be most appealing and which would be least appealing about the alternative program?

    55%

    25%

    27%

    20%

    21%

    15%

    11%

    13%

    15%

    20%

    31%

    35%

    29%

    32%

    Online

    Shorter

    Recommended

    Cheaper

    More Prestigious

    More Tailored to Industry

    More Tailored to Function

    % of Times Assigned Most Appealing Least Appealing

    Relative Appeal of Features

    100

    85

    78

    75

    47

    37

    0