Higher Education Branding on LinkedIn - EducationConnect 2014
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How higher education brands can use LinkedIn to reduce the perceived risk that consumers face when making a purchase decision.
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Higher Education Branding on LinkedIn - EducationConnect 2014
- 1. Higher Education Branding on LinkedIn
- 3. Today # of 25+ year-olds with a masters degree 1967 # of 25+ year-olds - Digest of Education Statistics with a bachelor degree
- 4. Today Strongest predictor of college choice is brand 1967 Strongest predictor of college choice was distance from home - Caroline Hoxby, 2009
- 5. Half of the colleges and universities in the US have become less selective over the last 50 years. - Caroline Hoxby, 2009
- 7. Brand = Your promise to consumers The sum of their experiences & perceptions An opportunity to reduce their perceived risk
- 9. Student Risk = Finances? Current job? Relationships? Employability? Freedom and security?
- 10. Employer Risk = Do you produce the right talent? At the right time? In the right place?
- 12. Targeting Reduces Risk Focus on prospective students who you offer the most value to Focus on companies that value your talent the most
- 13. Outcomes Reduce Risk Show that you’ve delivered your brand promise to students like them Show that you’ve delivered great talent to similar companies
- 14. Network Reduces Risk Showcase the alumni and employers your brand provides access to Showcase your alumni at their company who can help attract talent
Editor's Notes
- The new economy is a knowledge and idea-based economy. Life-long learning is key to economic growth and, thus, challenges the traditional higher education model. We see this disrupting affecting both students and institutions.
- Students must meet the new demands for education and training. Forty-seven years ago, a bachelor’s degree distinguished you in the marketplace. That’s no longer so.
- In previous generations, location was more important than brand. Effectively, colleges had geographic monopolies. Today, with the ease of access to information and efficient travel, choice is drive more the brand of an institution.
- With the location-based monopolies lifted, schools have had to compete in more of a “flat” global economy. Competing in this new marketplace, poor brand equity has hurt many institutions.
- Just a quick reminder of what “brand” really means. I want to focus on the how education brands can reduce perceived risk. It’s a vital component to the brand of any institution.
- Research shows that students consider a myriad of short, mid, and long-term risks when deciding whether to go back to school.
- Employers also need to decide which higher ed institutions they partner with to acquire talent. To compete in today’s knowledge-based economy, business need to be able to acquire and deploy talent efficiently. These business want to know: Is your institution an efficient knowledge supply chain?
- I just want to quickly share three ideas of how LinkedIn helps higher ed institutions build their brand. Specifically, how LInkedIn can help reduce the perceived risk for prospective students and employers.
- LinkedIn allows you to focus your brand messaging on the right students and organizations. Target students with the right experience and backgrounds for your programs. Target companies that are specifically looking for the talent you produce.
- LinkedIn is an amazing resource for higher ed outcomes data. You can surface all of this data to your prospective customers through our API.
- Lastly, the role a network plays in finding opportunity and attracting talent cannot be understated. LinkedIn is the definitive professional network, globally.