linkedin australia education research launch
DESCRIPTION
LinkedIn latest insights into members attitudes towards further education. Presented at Melbourne Marketers Connect by Michael Levine, Account Director, LinkedInTRANSCRIPT
LinkedIn Australia Education Research Launch
Survey Fielded – April 2014
Total Respondents – 4,982 LinkedIn Members
7 Countries represented : US, UK, France, Australia, Canada, Singapore, and the Netherlands
AU Respondents – 796 LinkedIn Members
Methodology
We asked our members about their attitudes towards further education…
52%
11%
are likely to undertake further
study
aren’t sure yet
In 0-6 months
In 6-12 months
In 12-18 months
In 18+ months
19%
13%
10% 10%
How likely are you to further your education in the future? n=796
How likely are you to further your education in the future?
United States France United Kingdom Netherlands Singapore Canada Australia
35% 35% 36%
44%46%
50%52%
% of Members likely to undertake further study
Whilst on-campus study is still popular – online universities, and distance / online study programs are gaining traction ..
What format of further study would you be interested in undertaking? n=503
Intenders in France (20%) and Singapore (23%) are
more likely than Australians (4%) to study full-time
overseas
Full-Time Local (interstate)
Other (please specify)
Full-Time Overseas
Full-Time Local (same state)
Massive Open Online Course (eg: Coursera)
Distance / Correspondence
Part-Time Local
3%
3%
4%
9%
26%
45%55%
What type of further study would you be interested in undertaking? n=503
Student intenders in Australia are largely seeking certifications, vocational education and non-MBA postgraduate qualifications
In markets with a high intention to study overseas,
MBA intention lifts significantly (30% in
Singapore, 34% in France)
Undergraduate Bachelor's Degree
Master of Business Administration (MBA)
Professional Industry Certification (eg: CA)
Other Education
Postgraduate Degree (non-MBA)
Associate Degree / Vocational Training / Certification
10%
12%
15%
15%
21%
34%
3%
6%
8% 8%
9% 9%
10%
11%
12%
13%
14% 14%15%
34%Business or Commerce
Business is the discipline of choice – though prospective students are also attracted to a broad range of alternate courses
What area/s of study would you be interested in exploring for further education? n=503
European Intenders are 2X more likely to consider Languages and Economics
Requirement for a new role (different industry)
Networking Opportunity
Requirement for a new role (same industry)
Seeking a higher salary
Passion for learning (no professional requirement)
Personal desire to up-skill
15%
16%
24%
27%
38%
72%
Students are driving themselves to up-skill – choosing to study out of passion
What factors are influencing your decision to undertake further study? n=503
49%53%
55%
70%
77%
88%
Course availability, availability of information online, and academic reputation are all key factors when Australian intenders are deciding on where to study
How important are the following factors when deciding on where to study? n=354 Top 2 Box
Intenders in Singapore and the United States are over
2.5X more likely to be influenced by the availability
of scholarships
Location Guides (if studying abroad)
Alumni profiles / achievements
Updates on institution rankings
Updates on institution research
Updates on facilities / extra-curricular offerings
On Campus Information Sessions
Expert commentary / reviews of the institution
Career Advice
Staff / Lecturer profiles
22%
23%
26%
37%
41%
43%
43%
49%
58%
Knowledge is power. However, it requires determination. Therefore
you want to study at the best possible place and receive the
same determination and effort back from your lecturers and
peers at university as you personally put in.
–Australian LinkedIn Member
.. though universities need to provide prospective students with information about who will be teaching them, where they could end up (career wise) and what people are saying about them
What sort of information should education institutions be providing to you in order to help you make an informed decision on where to study? n=503
Students seek information online when researching institutions – with professional social networks used twice as much as personal networks when researching institutions
When researching educational institutions, what sources of information do you use? n=503
Other Social Media
Personal Social Networks (i.e. Twitter, Facebook)
Friends / Family
Brochures
Trade Events / Open-Days
Professional Social Networks (i.e. LinkedIn, Branchout)
Online News Publications
Peers
Institution Website
15%
18%
28%
32%
35%
38%
41%
44%47%
83%
Over half of intenders in the UK, Netherlands and
Singapore use Professional Social Networks when researching institutions
Where are intenders thinking of studying?
TAFEUniversity of Melbourne
RMITMonash University
Queensland University of TechnologyUniversity of New South Wales
Sydney UniversityUniversity of Queensland
University of Technology, SydneyGriffith University
Most Mentioned Institutions
Australian intenders see education as a gateway to opportunities, a way to remain relevant, and a means of growing personallyThose not considering further study feel as though they’ve reached a sufficient level of education, or are close to retirement
Here’s what we learned
Research findings Implications for marketers
Over half of Australia’s LinkedIn members are planning on furthering their education 1 An active presence on LinkedIn keeps your
institution top of mind.
Members are motivated more by self-improvement than higher salary. 2
Tap into the aspirational mindset with content that educates and inspires.
They use professional social networks 2X more than personal social networks when seeking info on educational institutions. 3
Use LinkedIn’s precise data to target prospects with the most relevant program information.