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How marketers can best influence
the student decision journey
Connecting with Today’s
Prospective Students
How can higher
education marketers
impact the decision
process of today’s
empowered prospect?
?
3
LinkedIn Survey and Internal Data: August 2015
Understanding today’s higher education decision journey
We surveyed 15,00...
The Importance of
Making the Shortlist
Source: Millward Brown Digital 2015 – Demystifying the consumer journey
0
10
20
30
40
50
60
Credit Cards Airlines Wireless...
6
0
100
200
300
400
500
600
700
Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto Higher Education
Category infl...
Prospects are using multiple sources
when considering higher education
54%
42%
30% 27%
Institution
website
Friends/
Peers
...
The decision process is exclusive and critical
Only 3
schools make the
prospects’ shortlist
67%
develop their shortlist
be...
Implication for
Marketers:
Engage early in the
decision process with
content that is relevant to
your prospects
Understanding the
Prospect’s Mindset
11
The need to up-skill is the most
influencing factor in Australia
56%
44%
40%
33%
30%
The need to up-skill
Passion for l...
Millennials (18-34) Gen X (35-49)
The need to up-skill The need to up-skill
Seek a higher salary Passion for learning
Pass...
13
29%
29%
39%
46%
51%
Develop leadership
skills
Increased
confidence in my
current job
Passion for learning
Seeking a hig...
14
55%
55%
57%
78%
85%
88%
University ranking
Employment rate of grads
Tuition fees
University reputation (overall)
Progra...
15
Prospects seek flexibility
But there are differences by age
Base: MBA and Masters Intenders (n=502)
49%
41%
37%
33%
18%...
16
More than 1 in 3 international prospects said they would be
interested in studying in Australia
Australia
Want to devel...
Prospects from around the world see Australia as a prime
location for higher education
CN
35%
JP
25%
HK
26%
AU
IN
35%
US
4...
Implication for
Marketers:
Build a digital presence
that aligns with the
mindset of your
prospect and the
brand identity
o...
Creating Content
for Every Stage
20
Top types of information sought by intenders in each stage
of the higher education decision-making process:
Giving them...
AWARENESS DISCOVERY SELECTION
21
Giving them relevant content at each stage
will help keep schools top of mind
MBA/Masters intenders on LinkedIn are highly engaged
2.7X more connected
5.8X more companies
followed
Source: LinkedIn Int...
Implication for
Marketers:
Understand the nuances
of your audience
and target them with
relevant content at each
stage of ...
Leveraging LinkedIn’s data
to understand your prospects
FixDex Inc., 201-500, Internet
Member of networking Groups
Individual Contributor
Christopher
San Francisco, CA USA
COMPAN...
Identify the onsite behaviors that
indicate high engagement or
specific interests
Define the most desirable
demographic se...
27
Implications for Marketers
Prospects are driven to
higher ed. because of
the need to up-skill
Prospects seek
specific c...
Thank You
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Connecting with Today's Prospective Students

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Hear the key insights and learning's from Linked's latest Education research "Connecting with Today's Prospective Students". The research throws light on some key topics including:
. The influencing factors for students when choosing where to study
. What kind of content resonates at each stage of the decision making process
. What motives students to educate overseas and why do they choose Australia

Published in: Marketing
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Connecting with Today's Prospective Students

  1. 1. How marketers can best influence the student decision journey Connecting with Today’s Prospective Students
  2. 2. How can higher education marketers impact the decision process of today’s empowered prospect? ?
  3. 3. 3 LinkedIn Survey and Internal Data: August 2015 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 This deck features Australia Results 1,059 total respondents including: • 557 MBA / Masters Intenders • 502 MBA / Masters Grads
  4. 4. The Importance of Making the Shortlist
  5. 5. Source: Millward Brown Digital 2015 – Demystifying the consumer journey 0 10 20 30 40 50 60 Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto Category influences time investment LENGTH OF PURCHASE JOURNEY Number of days from start of journey to purchase for each categoryAverage days
  6. 6. 6 0 100 200 300 400 500 600 700 Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto Higher Education Category influences time investment LENGTH OF PURCHASE JOURNEY Number of days from start of journey to purchase for each categoryAverage days Source: Millward Brown Digital 2015 – Demystifying the consumer journey
  7. 7. Prospects are using multiple sources when considering higher education 54% 42% 30% 27% Institution website Friends/ Peers Professional Networks Information Sessions Professional networks are 3x more influential than personal networks Personal Networks Professional Networks 10% 30% Top influential sources when considering further education 7 Base: MBA and Masters Intenders (n=557)
  8. 8. The decision process is exclusive and critical Only 3 schools make the prospects’ shortlist 67% develop their shortlist before reaching out to a school representative 94% end up enrolling at a school from their shortlist 8 Base: MBA and Masters Grads (n=483)
  9. 9. Implication for Marketers: Engage early in the decision process with content that is relevant to your prospects
  10. 10. Understanding the Prospect’s Mindset
  11. 11. 11 The need to up-skill is the most influencing factor in Australia 56% 44% 40% 33% 30% The need to up-skill Passion for learning Seeking a higher salary Develop leadership skills Increased confidence in my current job Top 5 factors influencing the decision to undertake higher education
  12. 12. Millennials (18-34) Gen X (35-49) The need to up-skill The need to up-skill Seek a higher salary Passion for learning Passion for learning Develop leadership skills Increased confidence Seek a higher salary Millennials and GenXers both have a strong passion for learning, but for different reasons 1 Base: MBA and Masters Intenders (n=557) 2 3 4 1 2 3 4 Top factors influencing decision to undertake higher education
  13. 13. 13 29% 29% 39% 46% 51% Develop leadership skills Increased confidence in my current job Passion for learning Seeking a higher salary The need to up-skill Base: MBA and Masters Intenders Top 5 factors influencing the decision to undertake higher education Singapore 25% 28% 37% 49% 50% Entrepreneurial Opportunities Increased confidence in my current job Passion for learning Seeking a higher Salary The need to up-skill Hong Kong 60% 43% 42% 37% 36% The need to up-skill Develop leadership skills Passion for learning Seeking a higher salary Entrepreneurial opportunities India Upskilling is important across APAC with slight nuances
  14. 14. 14 55% 55% 57% 78% 85% 88% University ranking Employment rate of grads Tuition fees University reputation (overall) Program format Faculty/teacher quality Base: MBA and Masters Intenders (n=557) Respondents who intend to undertake a Masters or MBA When deciding where to study, quality of learning experience is more important than cost
  15. 15. 15 Prospects seek flexibility But there are differences by age Base: MBA and Masters Intenders (n=502) 49% 41% 37% 33% 18% 11% GenXers are 43% more likely to want online study options Millennials are 120X more likely to want part-time local study options
  16. 16. 16 More than 1 in 3 international prospects said they would be interested in studying in Australia Australia Want to develop new perspectives on academic subjects and real-world issues Want to experience a different culture Want to develop valuable career skills 37% Top Reasons
  17. 17. Prospects from around the world see Australia as a prime location for higher education CN 35% JP 25% HK 26% AU IN 35% US 41% SG 48% UK 18% FR 35% DE 35% NL 40%
  18. 18. Implication for Marketers: Build a digital presence that aligns with the mindset of your prospect and the brand identity of your university
  19. 19. Creating Content for Every Stage
  20. 20. 20 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) Staff and lecturer profiles Information on courses and degree program's Reviews of the institution Career Advice Institution rankings Education and industry news
  21. 21. AWARENESS DISCOVERY SELECTION 21 Giving them relevant content at each stage will help keep schools top of mind
  22. 22. MBA/Masters intenders on LinkedIn are highly engaged 2.7X more connected 5.8X more companies followed Source: LinkedIn Internal Data, 2015. Index against average Australian member 6.5X more likely to share content 3.2X more engaged with the education section
  23. 23. Implication for Marketers: Understand the nuances of your audience and target them with relevant content at each stage of the cycle
  24. 24. Leveraging LinkedIn’s data to understand your prospects
  25. 25. FixDex Inc., 201-500, Internet Member of networking Groups Individual Contributor Christopher San Francisco, CA USA COMPANY NAME INDUSTRYSIZE SCHOOL LOCATION JOB TITLE SENIORITY FUNCTION MIT FIELD OF STUDY Computer Science DEGREE Bachelor’s GRADUATION 2007, 30AGE CCNP, virtualization, cloudSKILLS Network engineer GROUPS
  26. 26. Identify the onsite behaviors that indicate high engagement or specific interests Define the most desirable demographic segments Understand the audiences that have already taken specific actions on your site or converted Identify and target your highest-value prospects sights pixel
  27. 27. 27 Implications for Marketers Prospects are driven to higher ed. because of the need to up-skill Prospects seek specific content at each stage The prospects’ shortlist is exclusive and critical LinkedIn’s data can help you understand your prospects in depth
  28. 28. Thank You

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