Today’s prospective students demand personalised content, delivered at the right time and in the channels that are most relevant to them. So, how and when should marketers engage? To answer that, LinkedIn surveyed over 6,900 Masters Intenders and Masters Grads in Europe.

1. ONLY 3
universities make the
prospects’ short list
OVER
6,900
Masters Intenders
and Masters Grads
in Europe.
Today’s prospective students demand
personalised content, delivered at the
right time and in the channels that are
most relevant to them. So, how and
when should marketers engage? To
answer that, LinkedIn surveyed over
6,900 Masters Intenders and Masters
Grads in Europe.
MAKE THE PROSPECTIVE STUDENTS’
SHORT LIST EARLY IN THE DECISION PROCESS.
66%
develop their short list
before reaching out to
a university representative
91%
end up enrolling
at a university from
their short list
AWARENESS > DISCOVERY > SELECTION
to Connecting with
Today’s Prospective Students
4 KEYS
MBA/Masters intenders stated that professional
networks are 3x more influential than personal
networks when making education decisions.
BUILD YOUR SCHOOL’S PRESENCE
ON PROFESSIONAL NETWORKS.
Personal
Networks
Professional
Networks
10%
34%
% of prospects stating that
these sources of information
are influential
PERSONALISE YOUR MESSAGES
ACCORDING TO THE UNIQUE DRIVERS
OF MILLENNIALS AND GEN X.
MILLENNIALS
(18-34)
GEN XERS
(35-49)
TOP DRIVERS FOR UNDERTAKING HIGHER EDUCATION:
in the decision journey. Faculty and alumni profiles
are sought later. Course info is key throughout.
DELIVER THE RIGHT CONTENT AT EACH
STAGE OF THE DECISION JOURNEY.
Top types of information sought by intenders in each
stage of the higher education decision-making process:
LinkedIn provides a unique
opportunity to connect with a
premium audience of prospective
students in the right mindset for
higher education decisions.
For more info on this research,
visit lnkd.in/studentjournies
Reach a
higher-quality
prospect on
LinkedIn
LinkedIn Europe survey and internal data, August 2015
Millennials nominate the need to up-skill as the number 1
motivating factor, whereas GenXers are more likely to see learning
as a passion in itself. Millennials also attach relatively greater
importance to earning a higher salary, whereas GenXers put more
emphasis on developing leadership skills.
The short list is developed before prospects
reach out to you, so influence them early
with always-on content marketing.
SEEK A HIGHER UPSKILL PASSION FOR LEARNING
#
1
#
2
#
3
#
4
Expert commentary
and reviews
Education and industry news
Information on courses and degree program’s
Institution rankings
Career advice
Staff and lecturer profiles
Alumni profiles/achievements
Education and industry news are important early
in the decision journey. Lecturer and Alumni
profiles are sought later. Institutional rankings
are key throughout.