LinkedIn reveals how education marketers in Hong Kong can best influence the student decision journey

1. How marketers can best influence
the student decision journey
Connecting with Today’s
Prospective Students
HK 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 Hong Kong
537 total respondents including:
• 302 MBA / Masters Intenders
• 235 MBA / Masters Grads

3. 3
Peer groups
and professional
networks are a
significant influence
Prospects seek
specific content
at each stage
The prospects’
shortlist is exclusive
and critical
Key Findings

4. ​ The Importance of
Making the Shortlist

5. The decision process is exclusive and critical
Only 3
schools make the
prospects’ shortlist
54%
develop their shortlist
before reaching out to
a school representative
84%
end up enrolling
at a school from
their shortlist
5
Base: MBA and Masters Grads (n=235)

6. Friends and peers are the most influential
47%
41%
33% 29%
Friends/
Peers
Institution Website Employer
Recommendation
Professional
Networks
Professional networks
are nearly 2x as
influential as personal
networks
29%
15%
Professional
Networks
Personal
Networks
Top influential sources when considering further education
6
Base: MBA and Masters Intenders (n=302)

7. MBA/Masters intenders on LinkedIn are highly engaged
3X more connected7X more likely to
Follow a company
Source: LinkedIn Internal Data, 2015
7X more likely to share
content

8. 8
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

9. 9
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

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

11. ​Understanding the
Prospect Mindset

12. 12
The need to upskill is the most influencing factor
25%
28%
37%
49%
50%
Entrepreneural Opportunities
Increased confidence in my current job
Passion for learning
Seeking a higher Salary
The need to up-skill
Base: MBA and Masters Intenders (n=302)
Top 5 factors influencing the decision to undertake higher education

13. 13
Millennials (18-34) Gen X (35-49)
Higher Salary Passion for Learning
The Need to up-skill The need to up-skill
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=302)
2
3
4
1
2
3
4
Top factors influencing decision to undertake higher education

14. 14
61%
66%
77%
79%
88%
91%
Tuition fees
Tech and Entrepreneurship focus
University Ranking
Program format
Faculty/teacher quality
University reputation (overall)
Millennials place more
importance on
employment rates and
employer
recommendation rates
than GenX
Base: MBA and Masters Intenders (n=302)
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
Prospects seek flexibility and study abroad
But there are differences by age
Base: MBA and Masters Intenders (n=302)
64%
39%
17% 17% 16%
Part-Time Local
(within daily
commuting
distance from your
home)
Full-Time Abroad Online Full-Time Local
(within daily
commuting
distance from your
home)
Hybrid
(Combination of
face to face and
online)
GenXers are 2X
more likely to want
online study options.

16. 16
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%

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

18. ​ Creating Content
for Every Stage

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
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=302)

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

22. ​ Thinking about the LinkedIn
audience

23. 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

24. 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.

25. 25
Peer groups
and professional
networks are a
significant influence
Prospects seek
specific content
at each stage
The prospects’
shortlist is exclusive
and critical
Implications for Marketers
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
stage
Implication:
Build a presence on
digital platforms that
aligns with the mindset of
prospects and the brand
identity of your university

26. Thank You

27. Appendix