connecting with today's prospective students - christina jenkins and ira amilhussin

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


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


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


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


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


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


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