This document summarizes key findings from a LinkedIn survey of over 15,000 respondents regarding higher education decision making. It finds that professional networks and peer groups have significant influence on prospects, who seek specific types of content at different stages of consideration. Prospects develop exclusive shortlists of only 3 schools on average. Singapore is seen as a prime international study destination. The LinkedIn audience provides a unique pool of potential candidates. It recommends engaging prospects early with relevant content, understanding audience nuances, establishing a digital presence aligned with brand identity, appealing to motivations for studying in Singapore, and leveraging LinkedIn data to understand audiences and measure ROI.

1. How marketers can best influence
the student decision journey
Connecting with Today’s
Prospective Students
SG Version

2. 2
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 Singapore
664 total respondents including:
• 419 MBA / Masters Intenders
• 245 MBA / Masters Grads

3. 3
Study Highlights
Peer groups
and professional
networks are a
significant influence
Prospects seek
specific content
at each stage
The prospects’
shortlist is
exclusive and
critical
Singapore is a
prime destination
for international
prospects
The LinkedIn
audience is a
unique pool of
potential
candidates

4. ​The Importance of
Making the Shortlist

5. 5
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
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 category
Average days

7. The decision process is exclusive and critical
Only 3
schools make the
prospects’ shortlist
64%
develop their shortlist
before reaching out to
a school representative
89%
end up enrolling
at a school from
their shortlist
7
Base: MBA and Masters Grads (n=245)

8. Friends and peers are the most influential
44% 43%
35%
30%
24% 22%
Institution
website
Friends / Family
/Peers
Professional
Social Networks
(i.e. LinkedIn)
Employer
recommendation
Information
sessions
Third party
website (e.g.
GMAT club,
MBA.com)
Professional networks
are nearly 4x as
influential as personal
networks
35%
9%
Professional
Networks
Personal
Networks
Top influential sources when considering further education
8
Base: MBA and Masters Intenders (n=419)

9. Implication for
Marketers:
Engage early in the
decision process with
a relevant content
marketing strategy

10. ​Understanding the
Prospect Mindset

11. 11
The need to upskill is the most influencing factor
29%
29%
39%
46%
51%
Develop leadership skills
Increased confidence/performance in my current
job
Passion for learning (no professional
requirement)
Seeking a higher salary
The need to up-skill in order to be successful in
today’s world
Base: MBA and Masters Intenders (n=419)
Top 5 factors influencing the decision to undertake higher education

12. 12
Millennials (18-34) Gen X (35-49)
Need to upskill Need to upskill
Higher Salary Passion for learning
Passion for learning Develop leadership skills
Increased Confidence Higher Salary
​Millennials and GenXers both feel the need to upskill,
place different emphasis on salary and leadership skills
1
Base: MBA and Masters Intenders (n=419)
2
3
4
1
2
3
4
Top factors influencing decision to undertake higher education

13. 13
71%
73%
73%
81%
89%
93%
Employment rates of Grads
Tuition fees
University Ranking
Program format
University reputation (overall)
Faculty/teacher quality
Millennials place more
importance on
employment rates than
GenX
Base: MBA and Masters Intenders (n=419)
Respondents who intend to undertake a Masters or MBA
When deciding where to study, quality of learning
experience is more important than cost

14. 14
Prospects seek flexibility and study abroad
But there are differences by age
Base: MBA and Masters Intenders (n=302)
58%
45%
20% 19% 16%
Part-Time Local
(within daily
commuting
distance from your
home)
Full-Time abroad Online (eg:
Coursera)
Hybrid
(Combination of
face to face and
online)
Distance /
Correspondence
GenXers are 34%
more likely to want
online study options.

15. Implication for
Marketers:
Build a presence
on digital platforms
that align with the
mindset of
prospects and the
brand identity
of your university

16. ​Creating Content
for Every Stage

17. MBA/Masters intenders on LinkedIn are highly engaged
3X more connected5X more likely to
Follow a company
Source: LinkedIn Internal Data, 2015
5.5X more likely to share
content

18. 18
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 program's
Expert commentary and
reviews
Staff and lecturer profiles
Institution rankings
Education and industry news
Base: MBA and Masters Intenders (n=419)

19. 19
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
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20. Implication for
Marketers:
Understand the nuances
of your audience
and target them with
relevant content by
decision stage

21. ​International Trends

22. 22
26%
of global prospects would like to study in
Singapore
​International students are
an important prospect audience for Singapore

23. 23
Want to develop new perspectives on academic
subjects and real-world issues
Understand the different reasons for studying abroad
APAC
Want to experience a different culture
76%
68%

24. Prospects from within APAC and Europe see Singapore as
a prime location for higher education
CN
18
%
JP
31%
HK
25%
SG
IN
38%
US
12
%
AU
27%
UK
18%
FR
31%
DE
29%
NL
27%

25. Implication for
Marketers:
Understand why people
want to study in
Singapore and target
with where they are
using content that
resonates with their
motivations

26. ​Thinking about the LinkedIn
Audience

27. Where are LinkedIn members with MBAs in APAC?
India: 72%
Singapore: 3%
Australia: 6%
Hong Kong: 2%
Bangladesh: 3%
Malaysia: 1%
Philippines: 1%
Thailand: 1%
Taiwan: 1%
Indonesia: 1%
Source: LinkedIn Internal Data

28. 28
​LinkedIn professionals have both the means and
persistence to succeed
US Adults
LinkedIn
Members
*Sample size: US adults = 1,554, LinkedIn Members = 1,096
Grit scores based on 8-item grit scale
3.0
3.2
3.4
3.6
3.8
4.0
4.2
25-34 35-44 45-54 55-64
Mean Grit Score
A validated measure that reflects the perseverance and
passion for long-term goals
40%
50%
60%
70%
80%
90%
100%
18-34 35-54 55-65
% Financially Resilient
“Probably could” or “certain” they would come up with
$2,000 next month for an unexpected need

29. And what did they do prior to their MBA?
Source: LinkedIn Internal Data
Using LinkedIn data, we
can help you understand
the educational and
professional journey of
your target audience, so
you can engage them
with maximum
relevance.

30. 30
Move beyond traditional metrics to establish end to end ROI
with LinkedIn
Success KPIs

31. Implication for
Marketers:
Leverage LinkedIn’s
unique data to
understand your
audience and measure
ROI

32. 32
Implications for Marketers
Peer groups
and professional
networks are a
significant influence
Prospects seek
specific content
at each stage
The prospects’
shortlist is
exclusive and
critical
Singapore is a
prime destination
for international
prospects
The LinkedIn
audience is a unique
pool of potential
candidates
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:
Build a presence on
digital that aligns
with the mindset of
prospects and the
brand identity of your
university
Implication:
Understand why
people want to study
in Singapore and
target them where
they are with content
that resonates with
their motivations
Implication:
Leverage LinkedIn’s
unique data to
understand your
audience and
measure ROI

33. Thank You