A 2019 Talent Cloud Media graduate and Undergraduate Report for Ireland

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2019. A Talent Cloud Media Report on 3rd
level
Undergraduate & Graduate Social Media Engagement
following the Top Nine Ranked Universities of Ireland
By Brian Fairbrother
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 CSO estimates 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

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that they are either a Graduate or Undergraduate in combination with following a specific
Irish University is considered as having a strong likelihood of attending or attended this
University. 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 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 is similar to Facebook set age
category of (22 to 26). Age range (15-24) is a Census category and only used only for
comparison.
Please note that University ranking was collected by Times Higher Education World
University Rankings 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 Population of Ireland. Age Range: (22 to 26), (18 to 24), (15 to
24)
 250,000 people on Facebook & Instagram have indicated that they are currently in
University or recently Graduated. (Aged between 22 to 26)
 Circa 100,000 people are living in Ireland, aged between 22-26 whom have not
indicated Education type on (Facebook & Instagram)
 To Compare: 2018 Population estimate (CSO.ie) Age Range (15 to 24): 605,500
people). Snapchat (15 to 24) Living in Ireland Estimate: 810,000 users
 300,000 people are living in Ireland aged between 18-24 who are in 3rd level
education or recently graduated (Facebook & Instagram)
 To compare: 150,000 are targetable on LinkedIn as Living in Ireland. Age group
range 18 to 24.
 To Compare: 69,000 are targetable on Snapchat. Aged between 22 to 26.
Categorized as ‘Collegiate’.
 To compare: 210,000 people are targetable on Snapchat. Aged between 18 to 24.
Registered as Collegiate

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Top Nine Universities of Ireland
1. Trinity College Dublin
Age Range: 22 to 26 years old. Following Trinity College on Facebook & Instagram
Living in Ireland. Either in university or recently graduated. Audience Size is 30,000
people
 20,000 live in Dublin. (Aged between 22 to 26)
 Audience Size of 150,000 people living worldwide or (non-location specific) (Aged
between 22 to 26)
 94% of people speaks English as their main language
 To Compare: 6,900 people (18 to 24 years old are connected to Trinity College on
LinkedIn)
2. UCD – University College Dublin
Age Range: 22 to 26 years old. Following UCD on Facebook & Instagram. Living in
Ireland. Either in university or recently graduated.
 Audience Size is 60,000 people. Living in Ireland
 Audience Size of 150,000 people living worldwide or (non-location specific) with a 3rd
level qualification or Studying
 To Compare: 12,000 people (18 to 24 years old are connected to UCD on LinkedIn)
3. Royal College of Surgeons – Ireland
Age Range: 22 to 26 years old. Following Royal College of Surgeons on Facebook &
Instagram. Living in Ireland. Either in University or recently graduated.

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 Audience Size is 4,500 people. Living in Ireland
 Audience Size of 30,000 people living worldwide or (non-location specific).
 To Compare: 560 people (18 to 24 years old are connected to Royal College of
Surgeons on LinkedIn)
4. UCC – University College Cork
Age Range: 22 to 26 years old. Following DCU on Facebook & Instagram. Living in
Ireland. Either in university or recently graduated.
 Audience Size is 35,000 people. Living in Ireland
 8,000 are living in Dublin. 15,000 are living in Cork
 Audience Size of 150,000 people living worldwide or (non-location specific)
 To Compare: 8,100 people (18 to 24 years old are connected to UCC on LinkedIn)
 To Compare: 187,000 people (18 to 24 are categorized as Collegiate, living in Cork.
On Snapchat
5. NationalUniversity of Galway
Age Range: 22 to 26 years old. Following National University of Galway on Facebook
& Instagram. Living in Ireland. Either in University or recently graduated.
 Audience Size is 30,00 people.
 Audience Size of 40,000 people living worldwide or (non-location specific)
 To Compare: 6,400 people (18 to 24 years old are connected to NUI on LinkedIn)
 To Compare: 81,000 people (18 to 24 are categorized as Collegiate, living in Galway.
On Snapchat
6. MaynoothUniversity

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Age Range: 22 to 26 years old. Following Maynooth University on Facebook & Instagram.
Living in Ireland. Either in University or recently graduated.
 Audience Size is 20,00 people.
 Audience Size of 30,000 people living worldwide or (non-location specific)
 Audience Size of 10,000 people living in Dublin
 To Compare: 4,600 people (18 to 24 years old are connected to Maynooth
University on LinkedIn)
 To Compare: 127,000 people (18 to 24 are categorized as Collegiate, living in
Galway. On Snpachat
7. DCU - DublinCity University
Age Range: 22 to 26 years old. Following DCU on Facebook & Instagram
Living in Ireland. Either in university or recently graduated.
 Audience Size is 30,000 people. Living in Ireland
 20,000 are living in Dublin
 Audience Size of 40,000 people living worldwide or (non-location specific)
 To Compare: 7,200 people (18 to 24 years old are connected to DCU on LinkedIn)
8. University of Limerick
Age Range: 22 to 26 years old. Following University of Limerick on Facebook &
Instagram. Living in Ireland. Either in University or recently graduated.
 Audience Size is 25,00 people.
 Audience Size of 60,000 people living worldwide or (non-location specific).
 To Compare: 6,200 people (18 to 24 years old are connected to University Limerick
on LinkedIn)
 To Compare: 81,000 people (18 to 24 are categorized as Collegiate, living in Limerick
on Snapchat

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9. DIT – DublinInstitute of Technology / Technology
University Dublin
Age Range: 22 to 26 years old. Following Dublin Institute of Technology on Facebook &
Instagram. Living in Ireland. Either in university or recently graduated.
 Audience Size is 9,000 people. (Targetable using DIT)
 Audience Size of 30,000 people living worldwide or (non-location specific).
 96% of people speaks English as their main language
 Of the above demographic. 9,000 live in Dublin
 To Compare: 12,000 people (18 to 24 years old are connected to Technology
University Dublin on LinkedIn)
Conclusion
A high percentage of Graduates are registered on Facebook & Instagram as internationally
located or as non-location specified. This group have shown a very strong following of the
above Top Ranked Irish Universities. On this basis, exclusive Graduate Irish location
targeting using Facebook & Instagram may not give a full and accurate result.
In addition, Snapchat as a platform appears to offer a huge audience targeting potential
regarding age category (15 to 24). Please note that a possible risk exists as duplicate
accounts may be evident with reference to Census prediction comparison. Overall this
platform has a very strongly following in Ireland.
Universities with low user following can be targeted differently using connected groups and
academic societies. To ensure of the most accurate targeting, additional datapoints will
need to be considered and tested for accuracy.
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
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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.

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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
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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
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unique selling point! Happy to answer any questions
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