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Connecting with Today's Prospective Students - Christina Jenkins and Ira Amilhussin

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Originally presented during EducationConnect 2015 on 10/15/15 in NY, Christina Jenkins, Director Global Research, LinkedIn and Ira Amilhussin, Sr. Marketing Manager, LinkedIn, unveil new research the prospective student mindset.

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Connecting with Today's Prospective Students - Christina Jenkins and Ira Amilhussin

  1. 1. LinkedIn Platform Insights on Prospective Students Christina Jenkins Director, Global Research, GSO Insights, Linkedin @chrgoolondon Ira Amilhussin Senior Global Marketing Manager, LinkedIn Marketing Solutions @iraa
  2. 2. How marketers can best influence the student decision journey Connecting with Today’s Prospective Students U.S. Version
  3. 3. 1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed 2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014 of admissions directors did not meet their 2015 enrollment goals 58% of all American jobs will require some sort of education beyond high school by 2018 63% It’s challenging to convert prospects to students but the value of the degree is still there
  4. 4. How can higher education marketers impact the decision process of today’s empowered prospect? ?
  5. 5. LinkedIn Survey and Internal Data: August 2015 This deck features U.S. Results 1,627 total respondents including: •502 MBA / Masters Intenders •524 MBA / Masters Grads 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
  6. 6. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage The decision process is exclusive and it’s critical to make the shortlist Key Findings
  7. 7. The decision-making process is exclusive Only 3 schools make the prospects’ shortlist 72% develop their shortlist before reaching out to a school representative 93% end up enrolling at a school from their shortlist Base: MBA and Masters Grads (n=524) It’s critical to make the short list
  8. 8. Friends and peers are key influencers Institution website Friends/ Peers Information Sessions Professional Networks 55% 50% 25% Professional networks are 3x as influential as personal networks Professional Networks Personal Networks 8% 25% 25% Top influential sources when considering further education Base: MBA and Masters Intenders (n=502)
  9. 9. Increased earnings drives the higher education decision 26% 32% 48% 48% 54% Increased confidence in my current job Develop leadership skills Passion for learning The need to up-skill Seeking a higher salary Increasing Trend: Skill development to compete in today’s world Base: MBA and Masters Intenders (n=502) Top 5 factors influencing the decision to undertake higher education
  10. 10. Millennials (18-34) Gen X (35-49) Seek a higher salary Passion for learning Need to up-skill Need to up-skill Passion for learning Seek a higher salary Develop leadership skills Develop leadership skills Millennials and GenXers both have a strong passion for learning, but for different reasons 1 Base: MBA and Masters Intenders (n=502) 2 3 4 1 2 3 4 Top factors influencing decision to undertake higher education
  11. 11. 64% 71% 79% 83% 90% Location of campus Tuition fees University reputation (overall) Program format Faculty/teacher quality University Ranking came in 7th Base: MBA and Masters Intenders (n=502) Respondents who intend to undertake a Masters or MBA When deciding where to study, quality of learning experience is more important than cost
  12. 12. Flexible study options are essential But there are differences by age Base: MBA and Masters Intenders (n=502) 48% 41% 33% 26% 24% Part-Time Local Online Hybrid ( face-to- face and online) Full-Time Local (in-country) Full-Time Local (within commuting distance) GenXers are 58% more likely to want online study options. Millennials are 21% more likely to want part-time local study options.
  13. 13. 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 programs Expert commentary and reviews Staff and lecturer profiles Alumni profiles/achievements Institution rankings Education and industry news Base: MBA and Masters Intenders (n=502)
  14. 14. 1 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 Base: MBA and Masters Intenders (n=502)
  15. 15. Peer groups and professional networks are a significant influence Millennials are driven by a different mindset than Gen X Prospects seek specific content at each stage Key Findings 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: Test different types of content for Millennials vs. Gen X that address their different drivers Implication: Arm alumni and professional groups with information that is easily shared with prospective students The decision-making process is exclusive and making the short list is critical

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