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QUALITY LEADSSUCCESSFUL GRADUATES
to
…and how social media can help
SPEAKERS
Ira AmilhussinSr. Marketing ManagerLinkedIn@iraa
Chris AldrichMarketing ManagerNortheastern University@aldy04
Lorraine HesterMarket Research & Insights ManagerLinkedIn@LorrHess
2
#LinkedInEDU
3
Today’s agenda
The state of higher
education today
3
4
Social media can help universities improve quality at all points of the
student journeyQUALITY
PROSPECTS STUDENTCOMMUNITY
ALUMNIOPPORTUNITIES #LinkedInEDU
5
CarringtonCrisp Survey:How is social media being used in business
school admissions and career services?
+80%from accredited business schools
25Respondents in
Canada
90Respondents in the
U.S.
Business schools have gone social
6
71% use social media
98% use social media
Admissions Career Services
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada
#LinkedInEDU
7
Social media meets 2 important needs for
admissions
• Add another dimension to admissions
• Assess whether a candidate is a good fit
• Engage potential applicants in conversations • Connect applicants with alumni or students • Inform candidates about application process
Connectingwith applicants
Supplementing Admissions Info
Admissions
90%
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada
#LinkedInEDU
8
LinkedIn and Facebook are used most by admissions
Social networks used by admissions teams
85%
85%
75%
55%
Admissions
#LinkedInEDU
The best candidates are found on LinkedIn
What does a better candidate look like?• Strong fit with school culture
• CV has strong attributes outside of studies and work
• Likely to actively contribute in class
The best candidates are found on which networks?
88%
35%
24%
Admissions
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada
#LinkedInEDU9
Social media meets 3 important needs for career
services
• Connect current students with alumni
• Find and connect with alumni to discuss their support for student careers
Facilitatealumni mentoring
• Help current students build a strong social media profile to support job search
• Provide information about campus career services to alumni
Student &Alumni support
• Research companies in a given sector
Careerresearch
AdmissionsCareer ServicesCareer Services
84%
#LinkedInEDU10
Nearly all career services teams use LinkedIn
Social networks used by career services staff
93%
76%
64%
Career Services
#LinkedInEDU11
LinkedIn is by far the most useful for career services
Career Services
73%
14%
11%
Career Services
Which social network is the most useful?
12
13
346in Canada
469in the U.S.
LinkedIn Survey:What motivations & behaviors are
associated with successful graduates?
14
move into a new job function or
industry
get a better job in the same industry
start a new company or join a startup
Career Switcher
Career Enhancer
AspiringEntrepreneur
Satisfaction
The master’s degree is still valuable
15Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)
73
of graduates are very / extremely satisfied with the impact of their degree on
their career.
%
#LinkedInEDU
1616
The majority of grads were able
to accomplish successful outcomes
33%
16%
AspiringEntreprene
ur
CareerEnhancer
CareerSwitcher
6%
55% SUCCESSFUL OUTCOMES
Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)
17
Tangible motivations led to more successful outcomes
• increase salary • upskill for new role• accelerate career • start my own
business• impact communities • reached a plateau
at work
Tangible Motivations
48
more grads with tangible motivations
achieved a successful outcome
%
Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)
Key Findings
1
2
3
4
Business schools are going social.
The master’s degree is still valuable.
LinkedIn is rated #1 for quality candidates.
Tangible motivations correlate with successful outcomes.
18
Top tips for admissions & marketing
19
Broaden the content you share to include program info, faculty bios, and news
Use Sponsored InMail to support candidates through the application process
Identify and engage quality candidates at scale on LinkedIn
Connect applicants / admits with alumni ambassadors
Use specific career goals in your messaging
Prospects
Inquiries
Applicants
Admits
19
20
Build a solid foundation1
Audit existing content and enlist content creators2
Build a healthy mix of relevant content3
Leverage LinkedIn to distribute with accuracy and establish thought leadership 4
Go visual!5
5 Best Practices for Content Marketing
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#1 Build a Solid Foundation
#LinkedInEDU
22
Develop audience personas
#LinkedInEDU
INTERVIEWyour current customers and enrollment advisors
ANALYZEyour student databases
OBSERVEwhat is being discussed on social media
23
Document your strategy
58%of the most effective B2C marketers have a documented strategy
Source: 2016 B2C Content Marketing Report, Content Marketing Institute
24
Determine how you will measure success
Higher quality leads
METRICSCost per lead
Cost per enrollmentTime to close
Thought leadership
METRICSEngagementDownloads
Earned media valueSpeaker requests
#LinkedInEDU
25
#2 Audit existing content and enlist content creators
#LinkedInEDU
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You don’t have to go it alone
Faculty
Public Relations
Career Services
Freelance Writers
Agencies
28
#3 Build a healthy mix of relevant, helpful content
#LinkedInEDU
29
Higher Ed: Through the funnelPlan content that educates and inspiresalong with content that collects leadsUpper Funnel
Brand MessagingThought Leadership
Awareness(Ungated)
Discovery
Selection(Gate
d)
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
30
Offer professional developmentInspire your audience
#LinkedInEDU
31
Discuss what matters to your audienceApproach your content as a reader
32
#4 Distribute your content with accuracy
and proper context
#LinkedInEDU
Sponsored Content delivers rich contentacross all devices via the LinkedIn feed
#LinkedInEDU33
LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to
the people that matter most to your business
#LinkedInEDU34
35
When is the best time to post?
Source: http://coschedule.com/blog/best-times-to-post-on-social-media/
User Provided
CompanyTitle
GeographyCompany Following Group Membership
SchoolGraduation Year Field of Study
Derived
Function Seniority
Company SizeCompany Industry
GenderAge
Geography (IP)
Leverage LinkedIn profile-based targeting
36
#5 Go visual!
37
#LinkedInEDU
38
Invest in great imagesSkip the stock photos
39
Invest in great imagesUse colorful charts and illustrations
#LinkedInEDU
Link share postIntroduction Text
Best practice of 150 characters max to avoid truncation on all devices.
Landing Page URLWill be counted toward the text limitation.
If longer than 23 characters, link is shortened with LinkedIn shortener
TitleBest Practice of 70 characters
max to avoid cut off
Description TextBest Practice of 100 characters max to
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Thumbnail ImageAutomatically pulled from landing page. Can be manually uploaded. Use 1.91:1
ratio (1200x627px) image
Mobile Version
Intro
Image
Title
#LinkedInEDU40
Embedded image postIntroduction Text
Best practice of 150 characters max to avoid truncation on all devices.
Landing Page URLMUST be included in the introduction text and counts toward
that text limitation. If longer than 23 characters, link is shortened with LinkedIn shortener
ImageManually upload - 1.91:1 ratio (1200x627px) image
is recommended
Mobile Version
Intro
Image
URL
#LinkedInEDU41
Customer Success Story: Northeastern University
Chris Aldrich Marketing Manager
Northeastern University @aldy04
42
Registered LinkedIn Users
Considering Further Study
Intend to Undertake Further Study within
18 months43
Tips for Testing & Scaling Comprehensive LinkedIn Campaigns
Identify Goals& KPIs
Monitor Click Demographics
44
Create Content Calendars
Utilize Visual Templates
Identify Your Goals & KPIs
45
Click Demographics as a Tool for Testing & Scaling
Implementing Content Calendars
47
Utilizing Visual Templates
48
Tips for Testing & Scaling LinkedIn Marketing Campaigns
Identify Your LinkedIn Goals & KPIs
Dive in on Click Demographics
Content is Key: Create a Content Calendar & Utilize Visual Templates
49
Q&A
Chris Aldrich Northeastern University
@aldy04
Lorraine Hester LinkedIn @lorrhes
Ira Amilhussin LinkedIn @iraa
51
Thank You!