How Colleges Can Maximize LinkedIn’s New Features

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LinkedIn is increasingly valuable for student recruitment, showing career prospects and networking opportunities.

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How Colleges Can Maximize LinkedIn’s New Features

  1. 1. How Colleges can Maximize LinkedIn’s New Features Slide 1 How Colleges can Maximize LinkedIn’s New Features
  2. 2. How Colleges can Maximize LinkedIn’s New Features Slide 2 1) Why LinkedIn is Valuable for Schools 2) Introducing Showcase Pages 3) Other Considerations Overview Source: Higher Education Marketing – How Colleges can Maximize LinkedIn’s New Features
  3. 3. How Colleges can Maximize LinkedIn’s New Features Slide 3  As post-secondary students become increasingly concerned about their future career prospects when choosing a college or university, many are taking to social media to compare educational offerings.  Over the past year, professional social network LinkedIn has made prominent strides towards providing data-driven college evaluation, with the aim of transforming the college-selection process in the same way it has changed job recruitment behaviour.  Last summer, it launched dedicated University Pages while lowering its age limit to 14 to connect prospective students with the school that fits them best.  While it eliminated its Products and Services tab from Company Pages earlier this month, the new Showcase Pages feature should more than make up for it. 1. Colleges and LinkedIn Source: Higher Education Marketing – How Colleges can Maximize LinkedIn’s New Features
  4. 4. How Colleges can Maximize LinkedIn’s New Features Slide 4  Although at first glance it may seem counterintuitive for colleges to recruit teenagers on LinkedIn, which has an average user age of 44.2 according to a 2012 report, the site has been steadily growing in student popularity.  Students may spend more time on Facebook, Twitter, Snapchat and Instagram, but ambitious teens are already using social media to develop their personal brand.  Many carefully craft their online profiles, conscious that employers and college admissions teams use social media to screen prospective candidates, and have adopted a wider variety of platforms to serve specific functions.  LinkedIn says college students and recent grads are its fastest- growing demographic, at over 30 million of its 300 million members, and believes that the competitive college admissions process will motivate younger users to build their own online resumes. 2. Why LinkedIn is Valuable for Schools Source: Higher Education Marketing – How Colleges can Maximize LinkedIn’s New Features
  5. 5. How Colleges can Maximize LinkedIn’s New Features Slide 5  Unlike Company Pages, there is greater potential for personalization and including more relevant information and images for the university’s target audiences.  The appealing look and design of the new pages even rivals some schools’ primary websites!  Career colleges will be most interested in the prominent focus on professional post-graduate achievements, including the opportunity to immediately network with alumni.  Prospective students can easily observe where alumni live, work and what kind of work they do in the “Explore Careers” section to see for themselves what they might expect after graduation and even network with “notable alumni” to try to get an entry level position.  Colleges may receive messages from interested applicants or send targeted messages to their followers based on location, industry or major. 2. Why LinkedIn is Valuable for Schools Source: Higher Education Marketing – How Colleges can Maximize LinkedIn’s New Features
  6. 6. How Colleges can Maximize LinkedIn’s New Features Slide 6  Although Showcase Pages were first announced back in November, LinkedIn has recently made them available to everyone with Company Pages.  The feature allows colleges and universities to create pages targeted to separate audiences, such as various campuses, programs, alumni groups or particular campaigns.  You can currently create up to ten free Showcase Pages to branch off your main Company Page (with only three immediately visible). Once someone has liked your Company Page, they can choose to follow specific Showcase Pages for only the most relevant updates without following the Company Page.  The most apparent feature of Showcase Pages is the visual focus, similar to Facebook pages.  The large “hero image” of the banner is 974px by 330px, including the integrated logo and number of followers in the bottom third of the image. Content is clearly displayed in two columns with easier audience interaction, again similar to Facebook or Google+. 3. Introducing Showcase Pages Source: Higher Education Marketing – How Colleges can Maximize LinkedIn’s New Features
  7. 7. How Colleges can Maximize LinkedIn’s New Features Slide 7  Segmenting the right message to the right audience is the most obvious benefit of the new LinkedIn changes, a philosophy which should extend to your overall social media strategy.  As each social network has its own purpose and best practices, determine how your LinkedIn content will differ between pages and how it will be differentiated from profiles on Facebook, Twitter and other social media marketing networks.  Universities such as UBC have developed formal protocols to guide the nature of content, editorial tone, frequency of posts and interaction with followers.  Integrating relevant keywords in your headline, summary, and more will elevate your SEO and connecting your optimizing your institution’s website with Google Analytics will help demonstrate the effectiveness of this social media channel in your overall marketing strategy.  Take full advantage of the platform by joining groups and interacting with your community with valuable posts and comments. 4. Other Considerations Source: Higher Education Marketing – How Colleges can Maximize LinkedIn’s New Features
  8. 8. How Colleges can Maximize LinkedIn’s New Features Slide 8 Questions? 1.514.312.3968 info@higher-education-marketing.com Visit our Website: Higher Education Marketing FOLLOW US ON FACEBOOK FOLLOW US ON LINKEDIN FOLLOW US ON TWITTER FOLLOW US ON PINTEREST FOLLOW US ON GOOGLE+

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