2019 Graduate Report on Social Media engagement of the Top 10 Ranked UK Universities

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A 2019 Report on 3rd
level Undergraduate & Graduate Social
Media Engagement following the Top 10 Ranked Universities
of the United Kingdom
Purpose
The purpose of this report is to give indication on audience size that can be targeted with a
Social Media campaign on Facebook, Instagram and other platforms. The below report is
for consideration to the Educational and Graduate Employment sectors. Results are also
compared to data from statista.com and other platform demographics such as LinkedIn and
Snapchat.
Constraint
The Data is confined to the Social Media platforms of Facebook & Instagram. The below
data is self- audited by users. The combination of Social Media users who have indicated
that they are either a Graduate or Undergraduate in combination with following a specific
UK University is considered as having a strong likelihood of attending or attended this
University. This concept may not apply to universities with worldwide recognition. Age
references are used only to show consistency and comparability. In general, targeting
Employer Branding and Recruitment campaigns with an age constraint will reduce the

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engagement potential of the campaign. Age related targeting will prevent high-quality users
who have not indicated age from receiving the campaign.
The below data is considered a summary of findings. A much deeper data target can be
achieved with a more narrowing approach. The below data reflects an audience size which
can be targeted using a Social media campaigns by either the Recruitment or Education
sector over a standard campaign duration of 30 days. The platforms LinkedIn & Snapchat
are used as a comparison to Facebook & Instagram. Please note that age range of (18 to 24)
was chosen on the basis that this age set category on LinkedIn
Please note that University ranking was collected by QS World University Ranking 2019. A
percentage error needs to be applied to all data. For the context of this report ‘A User’ is
considered as a person. Please note that an individual person may have more than one user
accounts on the same platform.
Total Audience Size
• Currently in University or recently graduated
• Age Range 18 to 24
• Facebook & Instagram with LinkedIn used as main comparison. The Snapchat platform
including Census data is also considered
• Living in the UK: 3.5 Million people are aged between 18 to 24 (Active users of Facebook &
Instagram) who are Graduates or Undergraduates
• 37 % work full time or part time in Sales. 29% work full time or part time in Administration
Services. 28% work full time or part time in Food or Restaurant industry
• To Compare. Snapchat: Age 18-24 Categorized as Collegiate. Living in the UK.
Audience size is 1.8 million
• To compare. LinkedIn: Age 18-24. No education category selected: Audience size is 1.6
million. Of this demographic an Audience size is 550,000 have a 3rd
level qualification
• To compare: United Kingdom (UK) population in 2017, by age group: 20 to 24 (4.21
Million). To compare: 5 Million have Facebook / Instagram accounts / 3.8 million are
active users of Snapchat (Education category not selected).
Top Universities in the UK 2019
Reference: QS World University Rankings® 2019,
University of Warwick. Ranked 54th
in the world in 2019
Demographic
• Currently in University or recently graduated
• Following University of Warwick

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• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total Audience size of 45,000 people
• 150.000 people living worldwide or without indicating a location
To compare: 13,000 18 to 24-year olds are based in the UK and active user of LinkedIn. They are
all connected to the schools of the University of Warwick. While 18,000 people are located
worldwide. Remove age: 160,000 Worldwide (99,000 based in the UK)
University of Bristol: Ranked 51 in the World
Demographic
• Currently in University or recently graduated
• Following University of Bristol
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 80,000 People.
• 200,000 people living worldwide or without a indicating a location.
To compare: 12,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to the
University of Bristol. With 15,000 located worldwide. Remove age: 120,000 Worldwide (90,000
living in the UK)
London School of Economics and Political Science (LSE) – Ranked 38th
in the
World.
Demographic
• Currently in University or recently graduated
• Following University of LSE
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 45,000 people
• 400,000 people living worldwide or without a indicating a location.
To Compare: 8,600 18 to 24-year olds based in the UK on LinkedIn are connected to the London
School of Economics and Political Science. With 21,000 located worldwide. Remove age: 190,000
Worldwide (65,000 living in the UK)

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King’s College London: (KCL): Ranked 31st
in the World
Demographic
• Currently in University or recently graduated
• Following KCL
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 80,000 people
• 600,000 people are living worldwide or without a indicating a location
To Compare: 14,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to Kings
College London. With 21,000 based worldwide. Remove age: 150,000 worldwide (89,000 based in
the UK)
University of Manchester. Ranked 29th
in the World
Demographic
• Currently in University or recently graduated
• Following University of Manchester
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 80,000
• 400,000 people are living worldwide or without indicating a location.
To Compare: 22,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to University
of Manchester. With 28,000 based worldwide. Remove age: 250,000 worldwide (160,000 based in
the UK)
University of Edinburgh. Ranked 18th
in the world
Demographic
• Currently in University or recently graduated

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• Following University of Edinburgh
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 60,000
• 200,000 people are living worldwide or without indicating a location.
To Compare: 12,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to University
of Edinburgh. With 18,000 based worldwide. Remove age: 160,000 worldwide (96,000 based in the
UK)
UCL - University College London. Ranked 10th
in the World
Demographic
• Currently in University or recently graduated
• Following University of Edinburgh
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size: 100.000
• 700,000 people are living worldwide or without indicating a location.
To Compare: 20,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to UCL. With
27,000 based worldwide. Remove age: 180,000 worldwide (110,000 based in the UK)
Imperial College of London. Ranked Eighth in the World
Demographic
• Currently in University or recently graduated
• Following University of Imperial College of London
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 60.000
• 350,000 people are living worldwide or without indicating a location.
To Compare: 20,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to UCL. With
27,000 based worldwide. Remove age: 180,000 worldwide (110,000 based in the UK)

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University of Cambridge. Ranked Sixth in the World
Demographic
• Currently in University or recently graduated
• Following University of Imperial College of London
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 200,000
• 2.5 million people are living worldwide or without indicating a location.
To Compare: 11,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to Cambridge
University. 16,000 are based in Europe. 28,000 based worldwide. Remove age: 300,000 worldwide
(180,000 are based in Europe) (120,000 based in the UK)
University of Oxford. Ranked 5th
in the world. Number one among the Top universities in the
UK
Demographic
• Currently in University or recently graduated
• Following University of Imperial College of London
• Age Range 18 to 24
• Active users of Facebook & Instagram:
• Living in the UK
• Total audience size of 200,000
• 9 million people are living worldwide or without indicating a location
To Compare: 12,000 of 18 to 24-year olds based in the UK on LinkedIn are connected to Cambridge
University. 16,000 are based in Europe. 30,000 based worldwide. Remove age: 250,000 worldwide
(150,000 are based in Europe) (120,000 based in the UK)
Conclusion
Targeting can sometimes be difficult especially within high populated areas. Universities with high
in-country/ international reputations can have a strong following of admirers; this can create
difficulty in targeting on Facebook & Instagram. For Worldwide / non-specific location targeting it is
noted that a higher percentage of audience are living within non-EU countries. To increase accuracy
- Geo Targeting within 5km to 10km radius will need to be considered. GEO targeting is available on
several platforms such as Snapchat, Twitter, Facebook and Instagram. LinkedIn GEO targeting may
not offer accurate results. For all targeted graduate campaign, additional datapoints will need to

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be considered and tested for accuracy. Key Subject focus, academic course focus, academic
title focused datapoint will improve accuracy. Specific to Facebook & Instagram, non-
specified location users, in-country local group association datapoints could be considered.
University targeting on LinkedIn will offer a more accurate result. Removing age targeting
from all LinkedIn University campaigns will broaden the result considerably. Level of
experience could be used as an alternative datapoint. Although the possibility of targeting
senior executive with a Graduate Campaign could jeopardize the success of the campaign
All campaign targeting should consider alignment of campaign graphic, Video and ad copy to
the demographic target. Acting as a magnet – enticing a Click!
We are Talent Cloud Media.
Our company offers targeted Employer Branding and Talent Marketing Solutions. We
specialize in targeting Active, Semi Active and Passive candidates across Social Media and
Professional Network. We can target any job title, any industry in any location of the world.
We target using Employer Branding and/ or Job Marketing campaigns. We are a 100%
Employer focused Advertising Agency and will showcase the Employer Logo, Graphic and
suggested Ad Copy as directed. When required our Marketing department can be very
creative in choosing graphics and ad copy content to best attract your targeted audience.
The concept is to redirect potential candidates to your ATS for application. Alternatively, we
can direct users to their email enabling communication or CV sending. We can also create a
tailored Landing Page which can have Employer Video content, Pictures of your team and
office, including content which is localized into any language.
Our campaigns run for a duration between One to Three months plus. We always suggest
that our customers run Employer Branding campaigns in parallel or before Job Marketing
campaigns are launched. Employer Branding campaigns are all about educating your Target
Candidate Market about Who you are as an Employer and What you Stand For! These
campaigns are impression focused and create strong employer brand recognition across
social media and professional networks. Our Job Marketing Campaigns also has elements of
Employer Branding, but their main target is to stimulate applications!
Depending on your Target Candidate Market we can use various platforms to receive the
best response. During each campaign Talent Cloud Media will send you a weekly report on
performance and will indicate areas for improvement if required. As ex recruiters, we are
very proud on our ability to target the right audience for the right opportunity! This is our
unique selling point! Happy to answer any questions

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Brian Fairbrother. Talentcloudm.com +3531 7614744/+353 876083278.
Email clients@talentcloudm.com
Talent Cloud Media. Clanwilliam Court, Block 1 / Lower Mount Street. Dublin 2, Ireland