Connecting with Today's Prospective Students - Singapore Report
-
Upload
linkedin-singapore -
Category
Education
-
view
337 -
download
0
Transcript of Connecting with Today's Prospective Students - Singapore Report
How marketers can best influence the student decision journey
Connecting with Today’s Prospective Students
SG Version
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
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
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 category Average days
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
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)
Friends and peers are the most influential
44% 43% 35%
30% 24% 22%
Institutionwebsite
Friends / Family/Peers
ProfessionalSocial Networks(i.e. LinkedIn)
Employerrecommendation
Informationsessions
Third partywebsite (e.g.GMAT club,MBA.com)
Professional networks are nearly 4x as influential as personal networks
35%
9%
ProfessionalNetworks
PersonalNetworks
Top influential sources when considering further education
8
Base: MBA and Masters Intenders (n=419)
Implication for Marketers:
Engage early in the decision process with
a relevant content marketing strategy
11
The need to upskill is the most influencing factor
29%
29%
39%
46%
51%
Develop leadership skills
Increased confidence/performance in my currentjob
Passion for learning (no professionalrequirement)
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
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
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
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 dailycommuting
distance from yourhome)
Full-Time abroad Online (eg:Coursera)
Hybrid(Combination offace to face and
online)
Distance /Correspondence
GenXers are 34% more likely to want online study options.
Implication for Marketers:
Build a presence on digital platforms that align with the
mindset of prospects and the
brand identity of your university
MBA/Masters intenders on LinkedIn are highly engaged
3X more connected 5X more likely to Follow a company
Source: LinkedIn Internal Data, 2015
5.5X more likely to share content
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
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
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
Implication for Marketers:
Understand the nuances of your audience
and target them with relevant content by
decision stage
22
26% of global prospects would like to study in
Singapore
International students are an important prospect audience for Singapore
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%
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%
Implication for Marketers:
Understand why people want to study in
Singapore and target with where they are using content that
resonates with their motivations
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
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
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.
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
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