connecting with today's prospective students - singapore report

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How marketers can best influence the student decision journey Connecting with Today’s Prospective Students SG Version

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How marketers can best influence the student decision journey

Connecting with Today’s Prospective Students

SG Version

2 LinkedIn Survey and Internal Data: August 2015

Understanding today’s higher education decision journey We surveyed 15,000+ respondents on LinkedIn

Brazil

Australia

India

Germany

UK

France

USA

Canada

Hong Kong

Singapore

Netherlands

South Korea

Japan Spain

This deck features Singapore 664 total respondents including: • 419 MBA / Masters Intenders • 245 MBA / Masters Grads

3

Study Highlights

Peer groups and professional networks are a

significant influence

Prospects seek specific content

at each stage

The prospects’ shortlist is

exclusive and critical

Singapore is a prime destination for international

prospects

The LinkedIn audience is a

unique pool of potential

candidates

The Importance of Making the Shortlist

5

0

10

20

30

40

50

60

Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto

Category influences time investment LENGTH OF PURCHASE JOURNEY

Number of days from start of journey to purchase for each category Average days

6

0

100

200

300

400

500

600

700

Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto Higher Education

Category influences time investment LENGTH OF PURCHASE JOURNEY

Number of days from start of journey to purchase for each category

Average days

The decision process is exclusive and critical

Only 3 schools make the prospects’ shortlist

64% develop their shortlist before reaching out to

a school representative

89% end up enrolling at a school from

their shortlist

7

Base: MBA and Masters Grads (n=245)

Friends and peers are the most influential

44% 43% 35%

30% 24% 22%

Institutionwebsite

Friends / Family/Peers

ProfessionalSocial Networks(i.e. LinkedIn)

Employerrecommendation

Informationsessions

Third partywebsite (e.g.GMAT club,MBA.com)

Professional networks are nearly 4x as influential as personal networks

35%

9%

ProfessionalNetworks

PersonalNetworks

Top influential sources when considering further education

8

Base: MBA and Masters Intenders (n=419)

Implication for Marketers:

Engage early in the decision process with

a relevant content marketing strategy

Understanding the Prospect Mindset

11

The need to upskill is the most influencing factor

29%

29%

39%

46%

51%

Develop leadership skills

Increased confidence/performance in my currentjob

Passion for learning (no professionalrequirement)

Seeking a higher salary

The need to up-skill in order to be successful in today’s world

Base: MBA and Masters Intenders (n=419)

Top 5 factors influencing the decision to undertake higher education

12

Millennials (18-34) Gen X (35-49) Need to upskill Need to upskill

Higher Salary Passion for learning

Passion for learning Develop leadership skills

Increased Confidence Higher Salary

Millennials and GenXers both feel the need to upskill, place different emphasis on salary and leadership skills

1

Base: MBA and Masters Intenders (n=419)

2

3

4

1

2

3

4

Top factors influencing decision to undertake higher education

13

71%

73%

73%

81%

89%

93%

Employment rates of Grads

Tuition fees

University Ranking

Program format

University reputation (overall)

Faculty/teacher quality

Millennials place more importance on

employment rates than GenX

Base: MBA and Masters Intenders (n=419)

Respondents who intend to undertake a Masters or MBA

When deciding where to study, quality of learning experience is more important than cost

14

Prospects seek flexibility and study abroad But there are differences by age

Base: MBA and Masters Intenders (n=302)

58% 45%

20% 19% 16%

Part-Time Local(within dailycommuting

distance from yourhome)

Full-Time abroad Online (eg:Coursera)

Hybrid(Combination offace to face and

online)

Distance /Correspondence

GenXers are 34% more likely to want online study options.

Implication for Marketers:

Build a presence on digital platforms that align with the

mindset of prospects and the

brand identity of your university

Creating Content for Every Stage

MBA/Masters intenders on LinkedIn are highly engaged

3X more connected 5X more likely to Follow a company

Source: LinkedIn Internal Data, 2015

5.5X more likely to share content

18

Top types of information sought by intenders in each stage of the higher education decision-making process:

Giving them relevant content at each stage will help keep schools top of mind

AWARENESS DISCOVERY SELECTION

Career Advice

Information on courses and degree program's

Expert commentary and reviews

Staff and lecturer profiles

Institution rankings

Education and industry news

Base: MBA and Masters Intenders (n=419)

19

Top types of information sought by intenders in each stage of the higher education decision-making process:

Giving them relevant content at each stage will help keep schools top of mind

AWARENESS DISCOVERY SELECTION

Transform yourself with 3 accredited Post-Grad business qualifications (including an MBA in just 12 months

Are you struggling with a personal transition? Whether you’re debating move or a job change, it’s natural to experience a flood of emotions. Discover how to embrace complex change in this recent HBR article

Implication for Marketers:

Understand the nuances of your audience

and target them with relevant content by

decision stage

International Trends

22

26% of global prospects would like to study in

Singapore

International students are an important prospect audience for Singapore

23

Want to develop new perspectives on academic subjects and real-world issues

Understand the different reasons for studying abroad

APAC

Want to experience a different culture

76%

68%

Prospects from within APAC and Europe see Singapore as a prime location for higher education

CN 18%

JP 31%

HK 25%

SG

IN 38%

US 12%

AU 27%

UK 18%

FR 31%

DE 29%

NL 27%

Implication for Marketers:

Understand why people want to study in

Singapore and target with where they are using content that

resonates with their motivations

Thinking about the LinkedIn Audience

Where are LinkedIn members with MBAs in APAC?

India: 72%

Singapore: 3%

Australia: 6%

Hong Kong: 2%

Bangladesh: 3%

Malaysia: 1% Philippines: 1% Thailand: 1%

Taiwan: 1%

Indonesia: 1%

Source: LinkedIn Internal Data

28

LinkedIn professionals have both the means and persistence to succeed

US Adults

LinkedIn Members

*Sample size: US adults = 1,554, LinkedIn Members = 1,096 Grit scores based on 8-item grit scale

3.0

3.2

3.4

3.6

3.8

4.0

4.2

25-34 35-44 45-54 55-64

Mean Grit Score A validated measure that reflects the perseverance and

passion for long-term goals

40%

50%

60%

70%

80%

90%

100%

18-34 35-54 55-65

% Financially Resilient “Probably could” or “certain” they would come up with

$2,000 next month for an unexpected need

And what did they do prior to their MBA?

Source: LinkedIn Internal Data

Using LinkedIn data, we can help you understand

the educational and professional journey of

your target audience, so you can engage them

with maximum relevance.

30

Move beyond traditional metrics to establish end to end ROI with LinkedIn

Success KPIs

Implication for Marketers:

Leverage LinkedIn’s unique data to

understand your audience and measure

ROI

32

Implications for Marketers

Peer groups and professional networks are a

significant influence

Prospects seek specific content

at each stage

The prospects’ shortlist is

exclusive and critical

Singapore is a prime destination for international

prospects

The LinkedIn audience is a unique

pool of potential candidates

Implication: Engage early in the

decision process with a relevant content marketing strategy

Implication: Understand the nuances of your

audience and target them with relevant content by decision

stage

Implication: Build a presence on

digital that aligns with the mindset of prospects and the

brand identity of your university

Implication: Understand why

people want to study in Singapore and target them where

they are with content that resonates with their motivations

Implication: Leverage LinkedIn’s

unique data to understand your

audience and measure ROI

Thank You