The document discusses LinkedIn's efforts to adapt its platform for higher education, focusing on enhancing connections between students, schools, and job markets through data-driven insights. It highlights the increasing importance of education beyond high school, the challenges faced by admissions offices, and the role of LinkedIn in improving enrollment and graduation rates. Additionally, it emphasizes the necessity for educational institutions to leverage social media and analytics to engage with prospective students and alumni effectively.

1. Jessica Naeve
Director, EDU
LinkedIn
How LinkedIn is Adapting
its Platform for Higher Education

2. schoolscompanies knowledge skillsmembers jobs
The Economic Graph
500M+ 9.2M+ 7.5M+ 56K+ 200k+
daily posts
45k+ skills
3B endorsements

3. LSS LTS LIL LMS
Sales Solutions
(Sales Navigator)
Talent Solutions
(Recruiter)
LinkedIn Learning Marketing Solutions
- 2 Business units focused on higher ed
- All working in parallel to bring the
Economic Graph mission to reality

4. Drivers
for the LinkedIn EDU
Opportunity

5. The less educated are being left behind
of job growth
in the recovery went to workers with
more than a high school education
99 % 0
Growth of jobs
for those with a high school
diploma or less since the
economic recovery
%
1 – America’s Divided Recovery: College Haves and Have-Nots, Georgetown University, Center on the
Education and the Workforce

6. Two recoveries, one not so good
10
8
6
4
2
0
-2
-4
-6
-8
Dec
07
May
08
Oct
08
Mar
09
Aug
09
Jan
10
Jun
10
Nov
10
Apr
11
Sep
11
Feb
12
Jul
12
Dec
12
May
13
Oct
13
Mar
14
Aug
14
Jan
15
Jun
15
Nov
15
Apr
16
Recession Recovery
Gained 8.4 million jobs
During the recovery
Gained 3.1 million jobs
During the recovery
High
School
Or less
Gained 80,000 jobs
During the recovery
Lost 5.6 million jobs
Lost 1.8 million jobs
Gained 187,000 jobs

7. Affordability is in the spotlight

8. Measuring outcomes increasingly important

9. Working learners are the new normal
percent of college students
are both active in the labor market and
formally enrolled in some form of
postsecondary education or training
75 %
1 – Learning While Earning: The New Normal, Georgetown University, Center on the Education and the
Workforce

10. In 2014
0
7
14
21
28
Online enrollments growing, while
overall enrollments drop
Online Report Card: Tracking Online Education in the United States, Babson Research Group
5.8 +
Million students
are taking at least 1 distance
education course
28.4 %
of all
Enrolled students
That’s
27.1 %
In
2013
25.9 %
In
2012
up from up from
which is

11. 11
Tangible motivations led to more successful outcomes
• increase salary • upskill for new role
• accelerate career • start my own business
• impact communities • reached a plateau at work
Tangible Motivations
48
more grads with tangible
motivations achieved a
successful outcome
%
Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)

12. Declining interest in MBA
Shrinking future audience
Competition has increased
Cost per inquiries rising
It’s a challenging world for education marketers

13. “In the middle of difficulty, lies opportunity”
of admissions directors
did not meet their 2015
enrollment goals
58 % 63
of all American jobs will
require some sort of
education beyond high
school by 2018
%
– Albert Einstein
1 – 2015 Survey of College and University Admissions Directors, Inside Higher Ed
2 – Job Growth and Educational Requirements through 2020, Georgetown University, 2014

14. QUALITY DATA LEADS
SUCCESSFUL GRADUATES
to
Using social media to improve lead quality and alumni success

15. STUDENTS
ADMISSIONSMARKETING CAREER
SERVICES
IP / THOUGHT
LEADERSHIP
EDUCATION
/FACULTY
ENGAGEMENTDEVELOPMENT
PROSPECTS /
APPLICANTS ALUMNI
Funds
Raised
Alumni
Participation
Placed
Hires
Publications /
Research
Teaching /
Transcripts
ApplicationsQualified
Inquiries
We see extraordinary data collected throughout the educational journey

16. Educational institutions operate in siloes
ENGAGEMENT
DEVELOPMENT
CAREER
SERVICES
CAREER
SERVICES
IP / THOUGHT
LEADERSHIP
EDUCATION
/FACULTY
ADMISSIONS
MARKETING

17. ENGAGEMENT
DEVELOPMENT
CAREER
SERVICES
CAREER
SERVICES
IP / THOUGHT
LEADERSHIP
EDUCATION
/FACULTY
ADMISSIONS
MARKETING
Advertising
Media Products
Profile
Checking
Event
Promotion
Mandatory
Profile Creation
Alumni
Searches
Social Media
Promotion
Business & Marketing
Professors
Lynda subs
Prospect
Searches
Networking and
Appreciation
Events
MARKETING
ADMISSIONS
DEVELOPMEN
T
EDUCATION /
FACULTY
CAREER
SERVICES
IP /
THOUGHT
LEADERSHIP
LinkedIn has been indispensable but passive

18. Business schools have been especially active on LinkedIn
18
71%
use social media
98%
use social media
Admissions Career Services
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada

19. LinkedIn meets critical needs for admissions
• Add another dimension to admissions
• Assess whether a candidate is a good fit
• Engage potential applicants in conversations
• Connect applicants with alumni or students
• Inform candidates about application process
Connecting
with applicants
Supplementing
Admissions Info
90%
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada

20. They increasingly rely on LinkedIn for applicant info
What does a better
candidate look like?
• Strong fit with school
culture
• CV has strong attributes
outside of studies and
work
• Likely to actively contribute
in class
The best candidates are found on which networks?
88%
35%
24%
1
4
Source: CarringtonCrisp Survey, 2016 – U.S. and Canada

21. Students are also already leveraging LinkedIn for
educational decisions
Audience Size

22. QUALITY
PROSPECTS
STUDENT
COMMUNITY
ALUMNI
OPPORTUNITIES
Only LinkedIn is positioned to empower both educational
institutions and students to make better decisions

23. The
CONNECTED School

24. The Connected School: Create virtuous cycles of data flow
to the benefit of both schools and students
Accurate Profile
Data + Increased
LinkedIn Use
Better data on
inputs and
outcomes made
available across
EDU
Students emerge
better trained to
manage their
careers and
learning for a
lifetime
Schools and
students are
empowered to
make data-driven
decisions across all
facets of the
student lifecycle

25. MARKETING

26. Discovery Selection Start Graduate AlumniAwareness
CP:
• Lead
• Qualified
Lead
• Conversion
• Start
• Application
• Enrollment
CP:
• Completion of First Year
• Graduation
• Paid Tuition
• Employed Alum
• Active, Engaged Alum
CP:
• Engagement
• Impression
• Like
• Follower
• Comment
• Video Start
• Video
Complete
• Click
Paid and
Organic
Strategies
Most marketers are focused on short-term metrics of success

27. We know the lead focus means missing most people
Audience Size

28. 4The Connected School changes the shape of the
marketing funnel
Marketers’ focus LinkedIn impact area
Branding & Content
Convert to enrollments
Convert to leads
Graduate/complete the program
Achieve meaningful employment
LinkedIn leads are more qualified, in
the market for professional betterment.
Using LinkedIn can influence the best
prospects BEFORE they decide on
their short list.
MORE QUALIFIED, IN MARKET

29. 4
LinkedIn leads are more complete and qualified
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads
Graduate/complete the program
Achieve meaningful employment
Because of the in-market nature of
LinkedIn users, the better financial
stability, and because LinkedIn is a
more trusted resource for making
educational and professional
decisions, the leads that are complete
that came from LinkedIn are more
likely to turn into enrollments.
MORE ENROLLMENTS

30. 4
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads
Graduate/complete the program
Achieve meaningful employment
LinkedIn users have a higher GRIT
rating, and higher financial stability,
which, combined with the products
that we can provide to schools once
students enroll, means LinkedIn can
raise the graduation rate for those
who enroll.
HIGHER GRADUATION RATES
• Alumni API
• Bulk Subscriptions
• Profile Workshops
Those Products Include:
LinkedIn enrollments are more likely to graduate

31. 4
With LinkedIn products, we can help
schools get better outcomes for their
students, positioning a greater number
of their graduates in meaningful
employment upon graduation.
MEANINGFUL EMPLOYMENT
• Content Marketing Workshops
• Outcomes Targeting and Data
• Alumni Networks
• Custom Surveys
• Recruiter and Skills Data
Those Products Include:
LinkedIn graduates will achieve better
outcomes
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads
Graduate/complete the program
Achieve meaningful employment

32. 4 More positive outcomes makes future
marketing more efficient
Marketers’ focus LinkedIn impact area
See and click on ads
Convert to enrollments
Convert to leads
Graduate/complete the program
Achieve meaningful employment
Successful people from your school
who are in positions of power, in
companies around the world, will make
it easier to recruit more and better
quality students in the future. These
graduates will act as individual
ambassadors for your brand, through
their success, making your marketing
increasingly more efficient in the future.
These graduates will influence
prospective applicants long before you
are able to identify and reach them
through marketing campaigns.
VIRTUOUS MARKETING CYCLE

33. Student
The “Connected School” fully harnesses the power of LinkedIn
Prospect Alumni
Media
Insights
Tools
University Pages
inMail
Lead Gen Forms
Dynamic Ads
The Power of
Skills in Demand Reporting
Outcomes Reporting
Linkedin Learning Courses
Premium Subscriptions
Skills in Demand Reporting
Sponsored & Organic Content
University Pages
Alumni & Student Connectivity
Outcomes Reporting
Premium Subscriptions
inMail
Elevate for Alums
Sales Navigator for Alums
Sponsored & Organic Content
Alumni & Student Connectivity

34. TOOLS

35. Premium LinkedIn subscriptions for university students

36. 36
Auto-fill alumni
profile entries at log-
in
Students opt in to
link their LinkedIn
Profiles with your
school’s CRM
system and Alum
Database
School forever
benefits from
Students’ Linkedin
data additions
ENABLE SCHOOLS to reduce
friction and repetition in completing
alumni database profiles
EMPOWER SCHOOLS, via
individual opt-in, to leverage their
graduate community
API/Autofill to auto-populate and refresh alumni database

37. Autofill for applying to school
Reduce friction and repetition for online, exec ed, certificate, and graduate school applications.
Completion rates INCREASED BY 10x in pilot studies.

38. LinkedIn Learning to supplement curricula, teach lifelong learning, and
complement job prep

39.  Makes it easy for employees to share quality,
company-relevant content
 Employee-first design drives outsized adoption
and usage
 Identity insights power business level results
and show full-funnel impact
LinkedIn Elevate to engage and showcase alums

40. INSIGHTS

41. CAREER
SERVICES
ALUMNI
RELATIONS
THOUGHT
LEADERSHIP
What are the career
outcomes for your
graduates?
What skills will we
need to enable in the
future?
Which companies
hire from your
competitors?
Where are your alumni
living and working?
What are their degrees
by geography?
Access to custom
segments comprised
of companies most
likely to hire your
alumni.
What type of content is
our target audience
consuming on the
platform?
Hiring-related supply
and demand for a
specific target audience
in a specific
geographic area.
ADMISSIONS
How is LinkedIn
impacting brand
awareness and
enrollment?
Which geographic areas
deliver the most
students?
How much is your brand
influencing your target
audience?
With tools implemented and reinforced, packaged LinkedIn data will
help address a broad range of needs

42. Standardized outcomes reporting addresses the needs of career services,
reporting, marketing, alumni development
Envisioning a dashboard in the future to run reports and to enable searching and analysis

43. Skills-in-demand reporting drives curriculum development and
course choices
 Identify and anticipate
trends to best train and
guide current and
prospective students
 Providing cuts by
geography and focus

44. Want to work in Tech at Amex? Study Middleware + User Interface

45. Want to work at Google in finance? Study Tax and Risk

46. LinkedIn alumni data surfaces and showcases outcomes

47. LinkedIn is partnering with outside data providers and schools to
correlate inputs with outputs
Courses
Grades
Internships
Profiles and
Transcripts
Graduation
Career Development
Professional
Brand
Success
First Job
Nurture

48. IMPACT

49. MARKETING
ENGAGEMENT
DEVELOPMENT
ADMISSIONS
EDUCATION
/FACULTY
IP / THOUGHT
LEADERSHIP
CAREER
SERVICES
CAREER
SERVICES
With LinkedIn, schools can bring data-driven-decision making to all of
their stakeholders

50. With LinkedIn, schools can also bring data-driven decision making to
students
Research
Schools
Upgrade
Skills
Develop
Career
Internship
Build
Network
Support Causes
Connect
with Alumni
Apply to
School
Develop
Profile
Job

51. A few forward-thinking schools have already started