Cite Online Learning Conference 2016 - Connecting with Students on LinkedIn - Rob Humphrey
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Originally presented at Pearson's Cite Online Learning Conference on 2/10/16, Rob Humphrey discusses how universities can connect with the student journey on LinkedIn.
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Cite Online Learning Conference 2016 - Connecting with Students on LinkedIn - Rob Humphrey
- 1. #pearsoncite Rob Humphrey Senior Account Executive LinkedIn rhumphrey@linkedin.com @linkedinrob
- 10. #pearsoncite
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Editor's Notes
- I celebrated 5 years at LinkedIn last month. When I started we had 500 employees We were just about to celebrate our 50 million member milestone In addition to my daily role in sales, I very quickly become focused on the journey of students as they navigated high school, applied to college, took on their first real job and How they made decisions about graduate degrees. I realized young professionals and students have been flying blind when it came to navigating careers. Almost as if they believe there is a unicorn out there called career and the adults are just hiding it from them For the past 5 years, I created my own unique career at LinkedIn, spending a portion of my time I having a continuous discussion with hundreds of students, employers, and folks like all of you you ‘at schools around the country. I have literally watched my company humanize massive amounts of data, putting names and faces with careers and opportunity
- And best of all Over 42M students and recent graduates as members Students and RG are LNKDs fastest growing and most engaged cohort This includes a growing number of high school students As we grow the Economic Graph, we are improving the data set to help our members. For an example, students can: Learn: Know more about career paths, and build the right outreach strategy to engage with similar alumni Develop: Find the perfect fit for their career next plays, faster, with more granular search insights Empower: Give students tools to engage their professional connections to build their talent brand and connect with other members
- -My dad factory no degree ( -My mom secretary in hospital no degree -I tried to pick colleges based on avg annual snowfall my mom and my older brother suggested healthcare way the way to go
- -I end up in Ithaca NY at IC -Or what many ppl refer to as 15 aq miles surrounded by reality -I did internships at hospitals -Degree in HC admin and gerontology -
- I was flying blind I had no idea what skills were in-demand What jobs I could find I had no professional contacts The first several years of my career were a blur I ended up in Boston working at a hospital dreading my ride on the T from Davis to Dorchester
- The education buyers journey today is radically changing 1. It’s becoming increasingly difficult to influence education investment decisions
- We can help you provide clear sightlines when students are choosing their college, their major or contemplating graduate school. By helping them answer questions about the consequences of their choices for their careers.
- Millions of members have told us… where they went to school, what they studied What degree they got Their internship And everything they did in their careers after school We have the first and only large-scale dataset exposing the career outcomes of any education, for many decades, from any school in the world The power of this data – for students, colleges, companies, even governments is mesmerizing
- As a marketer, you know it’s becoming increasingly difficult to influence purchase decisions. The buyers journey is non-linear and people are making it through 90% of it before they reach out directly. Today’s empowered consumers have multiple tools in hand to find information about products, compare prices, get social recommendations and so on. And the way this impacts your business is [overlay the funnel visually] it's harder than ever to reach the right people and convert them into customers. Which, at its core, is how marketing success is measured. In order to succeed, marketers need to be present throughout the entire process to generate awareness among your target audiences b) create helpful content that addresses the customers’ needs and c) distribute that content in the right places and moments in time to get them ready to reach out.
- 1. It’s becoming increasingly difficult to influence education investment decisions 2. In fact Professionals investing in education are making it through 90% of the so called marketing funnel it before they reach our for a discussion In order to succeed, marketers need to be present throughout the entire process to Be relevant generate awareness among your target audiences Everywhere- Distribute that content in the right places and moments in time to get them ready to reach out. Create helpful content that addresses the customers’ needs and
- Personal Networks “Spend Time” Info on friends Info on personal interests Entertainment updates Nostalgic, Having fun, Distraction Its hanging out with yuour kids on South Mountain
- Professional Networks “Invest Time” Career info Updates on brands Current affairs Achievement Success Aspiration Findng a school Aspiring
- Members expect universities to have a presence on LinkedIn. We have worked with the Pearson team to ensure they are experts in using these outposts to raise awareness of your brand Educate potential students And ultimately nurture and convert high quality leads
- When you look at the member usage data, you see unique patterns for desktop, mobile and tablet, and we tailor the experience accordingly. Mobile and Tablet together provide an early morning spike, during the ‘coffee’ part of the day. Mobile holds steady all day, as connected professionals stay glued to their phones. And then during the ‘couch’ phase in the evening, you see this dramatic spike in Tablet use. Sponsored Updates work seamlessly across all devices, so they ensure you’re going where your audience goes.