What’s new with LinkedIn for Higher Education?

#LinkedInEDU

WHAT’S NEW

LINKEDINFOR HIGHER ED

with

2

SPEAKERS

Ira AmilhussinSr. Marketing ManagerLinkedIn@iraa

Rob HumphreySr. Account Executive, EducationLinkedIn@linkedinrob

#LinkedInEDU

Today’s agenda

1) Breaking down silos with LinkedIn2) Getting the most out of the new University

Pages3) Creating content that performs4) Q&A

#LinkedInEDU

“The symptoms of a silo are easy to recognize:

Lack of cooperation,internal competition,

breakdown in communication.” - Marcel Cote

#LinkedInEDU

5

Silos in academia are natural

MARKETING ENGAGEMENTDEVELOPMENTADMISSIONS EDUCATION / FACULTY

IP / THOUGHT LEADERSHIP

CAREERSERVICES

PROSPECTS / APPLICANTS

QUALIFIEDINQUIRIES

APPLICATIONS TEACHING / TRANSCRIPTS

PUBLICATIONS /RESEARCH

PLACED HIRES

FUNDS RAISED

ALUMNIPARTICIPATION

STUDENTS ALUMNI

6

With LinkedIn, all aspects of the journey are unified

MARKETING

ENGAGEMENT

DEVELOPMENT

ADMISSIONS

EDUCATION /FACULTY

IP / THOUGHTLEADERSHIP

CAREERSERVICES

CAREERSERVICES

How is social media being used in business school admissions and career

services?

7

+80%from accredited business schools

25Respondents in

Canada

90Respondents in the

U.S.

Social media usage is very high

8

71% use social media

98% use social media

Admissions Career Services

9

Social media meets 2 important needs for

admissions

• Add another dimension to admissions – 60%

• Assess whether a candidate is a good fit – 40%

• Engage potential applicants in conversations – 90%

• Connect applicants with alumni or students – 55%

• Inform candidates about application process – 55%

Connectingwith applicants

Supplementing Admissions Info

#LinkedInEDU

10

http://lnkd.in/highered

Resources for .edu marketing and admissions

#LinkedInEDU

Social media meets 3 important needs for career

services

• Connect current students with alumni – 79%

• Find and connect with alumni to discuss their support for student careers – 63%

Facilitatealumni mentoring

• Help current students build a strong social media profile to support job search – 84%

• Provide information about campus career services to alumni – 65%

Student &Alumni support

• Research companies in a given sector – 67%

Careerresearch

11

#LinkedInEDU

12

Resources for .edu career serviceshttp://students.linkedin.com

5 Fresh Ideas for Breaking Down

Silos

#LinkedInEDU#LinkedInEDU

#1 Identify a common message to rally all departments around

#LinkedInEDU


What is your unique value proposition?3 critical questions

1. What is your school uniquely positioned to deliver?

2. Who are your customers and what matters most to them?

3. What proof or evidence is there to substantiate your value prop?

#LinkedInEDU

15


Emory Goizueta School’s Hashtag Strategy

#LinkedInEDU


#2 Create a culture of content

#LinkedInEDU


You don’t have to go it alone

Faculty

Public Relations

Career Services

Freelance Writers

Agencies

#LinkedInEDU18

19

Higher Ed: Through the funnelPlan content that educates and inspiresalong with content that collects leadsUpper Funnel

Brand MessagingThought Leadership

Awareness

(Ungated)Discovery

Selection(Gated)

Registration, Download Information, Meet with an Enrollment Counselor

Rankings, News, Career Advice, Courses/Degrees

Program Value, Student Testimonials, Blog Content

Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials

Bottom FunnelLead FocusedDirect Messaging #LinkedInEDU


Share each other’s content

LinkedIn Elevate

Make it easy for employees to share quality, company-relevant content

Empowering employees to become social professionals

#LinkedInEDU


#3 Connect alumni to prospects and applicants

#LinkedInEDU

#LinkedInEDU#LinkedInEDU#LinkedInEDU

Source: Target 2017


Alumni Tool


#4 Utilize your career services team as a marketing asset

#LinkedInEDU


Offer professional developmentInspire your audience

25

#LinkedInEDU


#5 Enlist university leaders to be the face of your school

#LinkedInEDU


Today’s top leaders are social leaders


Benefits for universities with social leaders

Efficiently connect with the people that matter

Show that your institution is innovative

Offer an authentic, human face to your institution

Be a voice of your industry and build thought leadership

Build relationships with key stakeholders

1

2

3

4

5


lnkd.in/EDUexecplaybook

5 fresh ideas for breaking down silos

1. Identify a common message to rally all departments around

2. Create a culture of content

3. Connect alumni to prospects and applicants

4. Utilize your career services team as a marketing asset

5. Enlist university leaders to be the face of your schools

#LinkedInEDU30

Getting the most out of University Pages

#LinkedInEDU


http://lnkd.in/desktopNew LinkedIn Desktop Redesign


Simplify your brand experience…

+

University Page Company Page

#LinkedInEDU


Into a new, unified university experience

#LinkedInEDU

Ability to sponsor updates from University Page

Followers combined into one group

New admin analytics

Same Alumni Tool, Groups, and Showcase Pages functionality


How do I get started?










Clean up your University Page admins and create a social media champion1

Divide and conquer between teams2

Establish your presence – design, descriptions, SEO3

4 Engage followers with helpful, informative content

5 Best Practices for University Pages

#LinkedInEDU

5 Sponsor content to expand reach beyond your followers

The Alumni Tool

#LinkedInEDU

Creating content that performs

Generate an emotional response

#LinkedInEDU

Got a rivalry?

#LinkedInEDU

Success stories

#LinkedInEDU

Success stories

#LinkedInEDU

Success stories

#LinkedInEDU

Level up your video game

#LinkedInEDU

Podcasts can rock, especially if episodic

#LinkedInEDU

#LinkedInEDU

Start with you!

#LinkedInEDU

Questions?

#LinkedInEDU

Thank you!

#LinkedInEDU