quality leads to successful graduates
Post on 16-Apr-2017
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Platform Research & Insightsfor Higher Education
Andrew CrispOwner
CarringtonCrisp@agcrisp
Lorraine HesterSenior Marketing Research Associate
LinkedIn@lorrhes
Ira AmilhussinSenior Global Marketing Manager
LinkedIn@iraa
#inEDU16
QUALITYLEADSSUCCESSFULGRADUATES
to
Using social media to improve lead quality and alumni success
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Today’sagenda
The state of higher
education today
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How do universities meet ROI expectations?
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Social media can help schools improve quality at all points of the journey
QUALITYPROSPECTS STUDENT
RESOURCES
ALUMNIOPPORTUNITIES #inEDU1
6
Analyzing Successful Gradsto Inform Lead Gen
Today’s Agenda
Social Media in Admissions& Career Services
Key Findings and Implications
1
2
3#inEDU16
Social Media in Admissions and Career Services
Part1
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How is social media being used in business school admissions and career services?
+80%fromaccreditedbusinessschools
25Respondents in
Canada
90Respondents in the
U.S.
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The new normal
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Social media usage is very high
71%usesocialmedia
98%usesocialmedia
Admissions CareerServices
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LinkedIn and Facebook are used most by admissions
Social networks used by admissions teams
85%
85%
75%
55%
Admissions
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The best candidates are found on LinkedIn
Thebestcandidatesarefoundonwhichnetworks?
88%
35%
24%
Admissions
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Nearly all career services teams use LinkedIn
Socialnetworksusedbycareerservicesstaff
93%
76%
64%
CareerServices
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What did social media ever do for us?
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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
Connectingwithapplicants
SupplementingAdmissionsInfo
Admissions
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agreed that applicants engage with them on social
2 out of 3
Applicants engage on social
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Social networks are particularly valuable with international grad school applicants
MBA/MASTERS
43
find social media particularly valuable when considering international
applicants
%
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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
Facilitatealumnimentoring
• Help current students build a strong social media profile to support job search
• Provide information about campus career services to alumni
Student&Alumnisupport
• Research companies in a given sector
Careerresearch
AdmissionsCareer ServicesCareerServices
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LinkedIn is by far the most useful for career services
Career Services
Social networks used by career services staff
73%
14%
11%
CareerServices
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Going from good to great
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Believe better candidates have a single, strong social media profile
26
70Say that applicants
include a link to their social media profile in
their application
% %
Admissions
yet…
only
Room for improvement
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have not discussed the need for controls over
social media use
553have formal guidance or
policies in place to ensure no discrimination
% %
Admissions teams could use more controls and direction around social
Admissions
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What’s preventing full adoption of social?
Lack of time Uncertainty of value
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CareerServices
• Teach social media networking skills
• Provide training on building a personal brand
• Give advice on developing a strong social media profile
• Avoid having hard to find, inactive or non-existent profiles
• Ensure profile supports a professional career search
• Have the evidence to back-up content on their profile
• Understand how profile material will used by potential employers
Howstudentscanimprove: Howschoolscanhelp:
How to make better use of social media when job hunting
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Key Findings
Social media usage is very high in admissions (71%) and career services (98%)
LinkedIn is the best place to find quality candidates (88%)
1
2
3
4
LinkedIn is the most useful network for career services (73%)
In the admission process, 90% use social media to engage in conversations with potential applicants
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Value in connecting with alumni
PROSPECT STUDENT
ALUMNI#inEDU16
Analyzing Successful Grads to Inform Lead Gen
Part2
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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
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346in Canada
469in the U.S.
What motivations & behaviors are associated with successful graduates?
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The master’s degree is still valuable
Base: NAMER MBA and Masters Grads (n=815)
of graduates reported that their degree had a positive
impact on their career.
73
89of graduates are very /
extremely satisfied with the impact of their degree on their
career.
% %
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…even for recent grads
Base: NAMER MBA and Masters Recent Grads (n=243)
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Base: NAMER MBA and Masters Grads (n=815)
The majority of grads were ableto accomplish successful
outcomes
33%
16%
AspiringEntreprene
ur
CareerEnhancer
CareerSwitcher
6%
55%SUCCESSFULOUTCOMES
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Understanding the different drivers
• meet family expectations • personal achievement
• passion for learning (no professional requirement)
• increase self-confidence on the job
• increase salary • upskill for new role
• accelerate career • start my own business
• impact communities • reached a plateau at work
TangibleMotivations IntangibleMotivations
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Base:NAMERMBAandMastersGrads(Hardn=463;Softn=285)
Tangible motivation matters
48more grads with tangible
motivations achieved a successful outcome
%
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35
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Base: Global MBA and Masters Grads (High Grit n=1421; Medium Grit n=1779; Low Grit n=204)
High grit correlates with satisfaction
37
more high grit respondents were satisfied compare to low grit.
%
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Grit is everywhere
Don’t target it. Message to it.
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The lifetime valueof focusing on quality
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Feeding the positive cycleSuccessfulalumniaremoreactiveon
43
more shares on LinkedIn*
% 43
more page views on LinkedIn*
%35
more connections on LinkedIn
%
*In the 30days before the analysis was run.Grads whose outcomes met our success criteria compared to: respondents who dropped out of their degree (MA/MBA onlyBase (Global): Successful grads n=1793; Drop-outs n=499
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Key Findingsand Implications
Part3
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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 and high grit correlate with satisfaction and successful outcomes
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Top tips for admissions & marketing
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
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Who is most directly responsible for student outcomes?
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With LinkedIn, all aspects of the journey are unified
MARKETING
ENGAGEMENT
DEVELOPMENT
ADMISSIONS
EDUCATION /FACULTY
IP / THOUGHTLEADERSHIP
CAREERSERVICES
CAREERSERVICES
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