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Connecting With Today's Prospective Students

Connecting With Today's Prospective Students.

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Connecting With Today's Prospective Students

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

  2. Understanding today’s higher education decision journey We surveyed 15,000+ respondents on LinkedIn UK Netherlands Germany Canada South Korea France Hong Kong Japan USA India Spain Singapore Australia Brazil This deck features Singapore 664 total respondents including: • 419 MBA / Masters Intenders • 245 MBA / Masters Grads LinkedIn Survey and Internal Data: August 2015 2

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

  4. ​The Importance of Making the Shortlist

  5. Category influences time investment LENGTH OF PURCHASE JOURNEY Number of days from start of journey to purchase for each category Average days 60 50 40 30 20 10 0 Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto 5

  6. Category influences time investment LENGTH OF PURCHASE JOURNEY Number of days from start of journey to purchase for each category Average days 700 600 500 400 300 200 100 0 Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto Higher Education 6

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

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

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

  10. ​ Understanding the Prospect Mindset

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

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

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

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

  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 5X more likely to Follow a company 5.5X more likely to share content 3X more connected Source: LinkedIn Internal Data, 2015

  18. Giving them relevant content at each stage will help keep schools top of mind Top types of information sought by intenders in each stage of the higher education decision-making process: AWARENESS DISCOVERY SELECTION Institution rankings Education and industry news Information on courses and degree program's Career Advice Staff and lecturer profiles Expert commentary and reviews Base: MBA and Masters Intenders (n=419) 18

  19. Giving them relevant content at each stage will help keep schools top of mind Top types of information sought by intenders in each stage of the higher education decision-making process: AWARENESS DISCOVERY SELECTION Transform yourself with 3 accredited Post-Grad business qualifications (including an MBA in just 12 months Are you struggling with a personal transition? Whether you’re debating move or a job change, it’s natural to experience a flood of emotions. Discover how to embrace complex change in this recent HBR article 19

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

  21. ​International Trends

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

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

  24. Prospects from within APAC and Europe see Singapore as a prime location for higher education NL 27% CN 18 % UK 18% DE 29% FR 31% US 12 % JP 31% HK 25% IN 38% SG AU 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? Bangladesh: 3% Taiwan: 1% India: 72% Hong Kong: 2% Philippines: 1% Thailand: 1% Malaysia: 1% Singapore: 3% Indonesia: 1% Australia: 6% Source: LinkedIn Internal Data

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

  29. And what did they do prior to their MBA? 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. Source: LinkedIn Internal Data

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

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

  32. Implications for Marketers Peer groups and professional networks are a significant influence The prospects’ shortlist is exclusive and critical The LinkedIn audience is a unique pool of potential candidates Prospects seek specific content at each stage Singapore is a prime destination for international prospects Implication: Engage early in the decision process with a relevant content marketing strategy Implication: Build a presence on digital that aligns with the mindset of prospects and the brand identity of your university Implication: Understand the nuances of your audience and target them with relevant content by decision stage 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 32

  33. Thank You

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