QUALITY LEADS TO SUCCESSFUL GRADUATES WITH SOCIAL MEDIA
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Social media is widely used by business schools for admissions and career services. A survey found 71% of business schools use social media for admissions and 98% for career services. LinkedIn is the most popular and useful social network, used by 85% of admissions and 93% of career services. The survey also found graduates with tangible career motivations like increasing salary or starting a business were more likely to have successful outcomes. Speakers provided tips for schools to identify goals, create content calendars, leverage visuals, and monitor metrics to improve social media strategies.
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QUALITY LEADS TO SUCCESSFUL GRADUATES WITH SOCIAL MEDIA
- 1. QUALITY LEADS SUCCESSFUL GRADUATES to …and how social media can help
- 2. SPEAKERS Ira Amilhussin Sr. Marketing Manager LinkedIn @iraa Chris Aldrich Marketing Manager Northeastern University @aldy04 Lorraine Hester Market Research & Insights Manager LinkedIn @LorrHess 2 #LinkedInEDU
- 4. 4 Social media can help universities improve quality at all points of the student journey QUALITY PROSPECTS STUDENT COMMUNITY ALUMNI OPPORTUNITIES #LinkedInEDU
- 5. CarringtonCrisp Survey: How is social media being used in business school admissions and career services? 5 +80% from accredited business schools 25 Respondents in Canada 90 Respondents in the U.S.
- 6. Business schools have gone social 6 71% use social media 98% use social media Admissions Career Services Source: CarringtonCrisp Survey, 2016 – U.S. and Canada #LinkedInEDU
- 7. Social media meets 2 important needs for admissions 7 • 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 Admissions 90% Source: CarringtonCrisp Survey, 2016 – U.S. and Canada #LinkedInEDU
- 8. LinkedIn and Facebook are used most by admissions 8 Social networks used by admissions teams 85% 85% 75% 55% Admissions #LinkedInEDU
- 9. The best candidates are found on LinkedIn 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% Admissions Source: CarringtonCrisp Survey, 2016 – U.S. and Canada #LinkedInEDU 9
- 10. Social media meets 3 important needs for career services • Connect current students with alumni • Find and connect with alumni to discuss their support for student careers Facilitate alumni mentoring • Help current students build a strong social media profile to support job search • Provide information about campus career services to alumni Student & Alumni support • Research companies in a given sector Career research AdmissionsCareer ServicesCareer Services 84% #LinkedInEDU 10
- 11. Nearly all career services teams use LinkedIn Social networks used by career services staff 93% 76% 64% Career Services #LinkedInEDU 11
- 12. LinkedIn is by far the most useful for career services Career Services 73% 14% 11% Career Services Which social network is the most useful? 12
- 13. 346 in Canada 469 in the U.S. LinkedIn Survey: What motivations & behaviors are associated with successful graduates? 13
- 14. 14 move into a new job function or industry get a better job in the same industry start a new company or join a startup Career Switcher Career Enhancer Aspiring Entrepreneur Satisfaction
- 15. The master’s degree is still valuable 15Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815) 73 of graduates are very / extremely satisfied with the impact of their degree on their career. % #LinkedInEDU
- 16. 1616 The majority of grads were able to accomplish successful outcomes 33% 16% Aspiring Entrepreneur Career Enhancer Career Switcher 6% 55% SUCCESSFUL OUTCOMES Source: LinkedIn survey, 2016, U.S. and Canada. Base: NAMER MBA and Masters Grads (n=815)
- 17. 17 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)
- 18. Key Findings 1 2 3 4 Business schools are going social. The master’s degree is still valuable. LinkedIn is rated #1 for quality candidates. Tangible motivations correlate with successful outcomes. 18
- 19. Top tips for admissions & marketing 19 Broaden the content you share to include program info, faculty bios, and news Use Sponsored InMail to support candidates through the application process Identify and engage quality candidates at scale on LinkedIn Connect applicants / admits with alumni ambassadors Use specific career goals in your messaging Prospects Inquiries Applicants Admits 19
- 20. 20 Build a solid foundation1 Audit existing content and enlist content creators2 Build a healthy mix of relevant content3 Leverage LinkedIn to distribute with accuracy and establish thought leadership4 Go visual!5 5 Best Practices for Content Marketing
- 21. 21 #1 Build a Solid Foundation #LinkedInEDU
- 22. 22 Develop audience personas #LinkedInEDU INTERVIEW your current customers and enrollment advisors ANALYZE your student databases OBSERVE what is being discussed on social media
- 23. 23 Document your strategy 58% of the most effective B2C marketers have a documented strategy Source: 2016 B2C Content Marketing Report, Content Marketing Institute
- 24. 24 Determine how you will measure success Higher quality leads METRICS Cost per lead Cost per enrollment Time to close Thought leadership METRICS Engagement Downloads Earned media value Speaker requests #LinkedInEDU
- 25. 25 #2 Audit existing content and enlist content creators #LinkedInEDU
- 26. 26
- 27. 27 You don’t have to go it alone Faculty Public Relations Career Services Freelance Writers Agencies
- 28. #3 Build a healthy mix of relevant, helpful content #LinkedInEDU 28
- 29. 29 Higher Ed: Through the funnel Plan content that educates and inspires along with content that collects leadsUpper Funnel Brand Messaging Thought Leadership Registration, Download Information, Meet with an Enrollment Counselor Rankings, News, Career Advice, Courses/Degrees Program Value, Student Testimonials, Blog Content Faculty Profiles, Webinars, On-Campus Events, Alumni Testimonials Bottom Funnel Lead Focused Direct Messaging #LinkedInEDU
- 30. Offer professional development Inspire your audience 30 #LinkedInEDU
- 31. 31 Discuss what matters to your audience Approach your content as a reader
- 32. 32 #4 Distribute your content with accuracy and proper context #LinkedInEDU
- 33. Sponsored Content delivers rich content across all devices via the LinkedIn feed #LinkedInEDU 33
- 34. LinkedIn Sponsored InMail Send timely, convenient, and relevant private messages to the people that matter most to your business #LinkedInEDU 34
- 35. 35 When is the best time to post? Source: http://coschedule.com/blog/best-times-to-post-on-social-media/
- 36. User Provided Company Title Geography Company Following Group Membership School Graduation Year Field of Study Derived Function Seniority Company Size Company Industry Gender Age Geography (IP) Leverage LinkedIn profile-based targeting 36
- 38. 38 Invest in great images Skip the stock photos
- 39. 39 Invest in great images Use colorful charts and illustrations #LinkedInEDU
- 40. Link share post Introduction Text Best practice of 150 characters max to avoid truncation on all devices. Landing Page URL Will be counted toward the text limitation. If longer than 23 characters, link is shortened with LinkedIn shortener Title Best Practice of 70 characters max to avoid cut off Description Text Best Practice of 100 characters max to avoid cut off. Does not appear on mobile. Thumbnail Image Automatically pulled from landing page. Can be manually uploaded. Use 1.91:1 ratio (1200x627px) image Mobile Version Intro Image Title #LinkedInEDU 40
- 41. Embedded image post Introduction Text Best practice of 150 characters max to avoid truncation on all devices. Landing Page URL MUST be included in the introduction text and counts toward that text limitation. If longer than 23 characters, link is shortened with LinkedIn shortener Image Manually upload - 1.91:1 ratio (1200x627px) image is recommended Mobile Version Intro Image URL #LinkedInEDU 41
- 42. Customer Success Story: Northeastern University Chris Aldrich Marketing Manager Northeastern University @aldy04 42
- 43. Registered LinkedIn Users Considering Further Study Intend to Undertake Further Study within 18 months 43
- 44. Tips for Testing & Scaling Comprehensive LinkedIn Campaigns Identify Goals & KPIs Monitor Click Demographics 44 Create Content Calendars Utilize Visual Templates
- 45. Identify Your Goals & KPIs 45
- 46. Click Demographics as a Tool for Testing & Scaling
- 49. Tips for Testing & Scaling LinkedIn Marketing Campaigns Identify Your LinkedIn Goals & KPIs Dive in on Click Demographics Content is Key: Create a Content Calendar & Utilize Visual Templates 49
- 50. Q&A Chris Aldrich Northeastern University @aldy04 Lorraine Hester LinkedIn @lorrhes Ira Amilhussin LinkedIn @iraa
- 51. 51 Thank You!
Hinweis der Redaktion
- Today in higher education, delivering on quality is becoming an imperative especially given the state of higher education today – rising tuition, increasing student debt, budget cuts in tuition reimbursement. We wanted to find out how universities are using social media to help deliver quality throughout the entire student journey. We conducted research in 2016 both on our own members on-platform and with CarringtonCrisp, a higher education market research and consulting firm.
- And this is why. The state of higher education today is really challenging for marketers. Students are borrowing too much. Tuition is rising. And budgets are being cut both from a financial aid perspective and tuition reimbursement at the corporate level. As a result, students are much more concerned about outcomes and the return on investment for a degree. As higher ed marketers, you’re entering a new world where career outcomes are even more scrutinized and transparent, and having a greater impact on your ability to drive applications.
- And what we found was that social media can help improve quality at every stage of the student journey. The key benefits of the graduate degree are made more valuable with social media. By using social media to improve quality from the very beginning of the student journey, schools can recruit higher quality candidates, improve the academic experience with a higher quality cohort and increased collaboration, and connect alumni networks to mentor current students, refer new prospects, and drive engagement with their alma mater – which creates a positive cycle that continues to feed itself with their university at the center.
- CarringtonCrisp Methodology Why: discover how social media is being used in business school admissions and career services, what are the pluses and minuses, what are the best and most innovative uses. How: separate online surveys for admissions and career services staff When: June and July 2016 Who (globally): 173 respondents to the admissions survey. 152 respondents to the career services survey. More than 80% of both respondent groups are AACBS or EQUIS accredited 37% North America, 41% Europe, 22% Rest of the World Callout: North American admissions directors were more likely than other regions to also be responsible for marketing activities. 43% in NAMER stated they were responsible for both Marketing and Admissions within their business school vs. 8% who said that in Europe and 17% in the rest of the world.
- Social media usage within universities are very high both at the beginning of the student journey with Admissions, and at the end of the journey with Career services. Is there an opportunity to use social media to break down internal silos and create a more seamless experience for students? For example, can marketing and admissions leverage content from Career Services to appeal to the prospective student audience?
- Social media meets two important needs for admissions. It enables them to connect with applicants to develop a relationship with applicants and admissions staff – 90% of social media users in admissions use it to engage in conversations with potential applicants. They also use social to connect alumni and students with applicants. So it’s all about making that personal connection with your school. They’re also using social media to supplement admissions information. They’re looking at social media profiles as an admissions tool add more dimension to an applicant and to see if the candidate is a good fit. Connecting with Applicants Engage potential applicants in conversations with our team – 90% Connect applicants with alumni or current students – 55% Inform candidates about elements of the application process – 55% Supplementing Admissions Info Add another dimension to admissions – 60% Assess whether a candidate is a good fit for our program – 40%
- LinkedIn is the place to drive high quality prospects and applicants. 88% of admissions staff who use social agreed that LinkedIn is where you find the best candidates. This speaks to the professional mindset on our platform, and the fact that LinkedIn is a place where members invest their time to improve themselves and their professional careers. So, it makes sense that you’ll find more aspirational and driven candidates. What’s interesting is that they are defining “better candidate” as someone who has a strong cultural fit with the school and a strong resume. So these are objective measures that aren’t easily measured by test scores. Social media and LinkedIn provides a more complete picture of a high quality candidate.
- Facilitate alumni mentoring Connect current students with alumni – 79% Find and connect with alumni to discuss their support for student careers – 63% Student/alumni support Help current students build a strong social media profile to support job search – 84% Provide information about campus career services to alumni – 65% Career research Research companies in a given sector – 67% When social media is used to connect staff within the career service team and to identify job vacancies to pass on to students, it is most widely used outside of North America and Europe Where social media is used to track graduate career outcomes it is most likely to be used in Europe Where social media is used to analyse recruitment trends, it is least likely to be used in North America
- LinkedIn Survey Methodology: For MA/MBA Grads: Canada: 346 USA: 469 Global: 3404 (we use global data for some analysis) We also reference dropouts in the deck: MA/MBA drop outs Global: 499 (we use global data for behavioural analysis)
- LinkedIn Survey Methodology: Grad schools are under increasing pressure to prove successful career outcomes and to demonstrate the ROI of the degree. According to GMAC’s 2015 Prospective Student Survey, these are three main career goals for graduate students. Career Switcher: move into a new job function or industry Career Enhancer: get promoted in my current company or get a better job within another company. Entrepreneur: start a new company/I am in the process of starting a new company/I join a startup company with less than 10 employees, For the LinkedIn survey, if a graduate was able to accomplish any of these goals, we considered that a successful graduate outcome. If we analyzed LinkedIn members who experienced successful outcomes after graduating, how could that inform higher ed marketing?
- Which of the following best describes what occurred as a result of your Masters/MBA degree?: Positive impact refers to one of the following: I was promoted in my current company or got a better job within another company, I was able to move into a new job function or industry, I started a new company/I am in the process of starting a new company/I joined a startup company with less than 10 employees, or None of the above apply, but I feel my degree has had a positive impact on my career Overall, how satisfied are you with the impact your Masters/MBA has had on your career? Extremely /Very satisfied
- Which of the following best describes what occurred as a result of your Masters/MBA degree? Career Switcher: I was promoted in my current company or got a better job within another company, I was able to move into a new job function or industry, I started a new company/I am in the process of starting a new company/I joined a startup company with less than 10 employees,
- We asked our successful graduates to identify their motivations for earning a degree from a list of 10 motivations. This list included tangible motivations like increasing salary, accelerating their career, and up skilling, and intangible motivations like to meet family expectations, a passion for learning (with no professional requirement), and personal achievement.
- Business schools are very social. 71% of Admissions and 98% of Career Services use social media. The master’s degree is still valuable and relevant. 73% are very satisfied. LinkedIn is the #1 place for admissions teams to find quality candidates. 88% of admissions agreed. And if you want to message to these high quality candidates who are likely to graduate and succeed, you want to reference tangible motivations in your messaging.
- So what’s the big takeaway for Marketers? The key takeaway is that the MBA and Master’s degree is not going anywhere. There is still value when it comes to ROI, but with all of the focus on outcomes and ROI, universities need to deliver at a high quality to meet the expectations of their customers. And LinkedIn can help you do that at all stages of the student journey.
- Before you get started, you need to be in touch with your prospects’ hopes, fears, pain points and questions. This will set the direction for all the content you will create and make sure it’s relevant.
- Before you get started, you need to be in touch with your prospects’ hopes, fears, pain points and questions. This will set the direction for all the content you will create and make sure it’s relevant.
- Compared with marketers with only a verbal strategy, those with a documented content marketing strategy get better results with the tactics, social media platforms, and paid advertising methods they use. More effective in using all content marketing tactics and social media channels Able to justify spending a higher percentage of their marketing budget on content marketing
- Before you get started, you need to be in touch with your prospects’ hopes, fears, pain points and questions. This will set the direction for all the content you will create and make sure it’s relevant.
- Approach your content as a reader – what would you find valuable, what sparks your interest, what do you enjoy reading? Kellogg School of Management does a great job addressing leadership. Here, they discuss key ways to lead a high-impact team
- Before you get started, you need to be in touch with your prospects’ hopes, fears, pain points and questions. This will set the direction for all the content you will create and make sure it’s relevant.
- On LinkedIn the best solution for effective content marketing is Sponsored Content. These are basically Company Page updates that are promoted to reach beyond your Company Page Followers to a targeted group of LinkedIn members across all devices – desktop, mobile, and tablet devices. The reason that it works so well is it’s integrated in the LinkedIn feed, where our members are looking to improve their professional lives, and it’s a native ad that looks just like your typical content on LinkedIn. It’s really the best way for you to extend your content to more of the right people that are most likely to sign up for your programs. Whether you’re looking to raise awareness about your school or drive quality leads, this is arguably our most versatile solution to help meet your marketing objectives.
- Sponsored InMail is a game changer in terms of taking email marketing effectiveness to the next level. Sponsored InMail is the most direct way to engage your prospects on LinkedIn. Our customers use Sponsored InMail to drive tangible DR metrics – leads, CPL, pipeline. And, they do that by delivering targeted, personalized messages right into their LinkedIn inbox.
- Hubspot and Coschedule collected data and research from a variety of sources. ET and CT times contain 80% of the US population, so if you’re targeting the entire US, these 2 timezones would be the best time to base off. LinkedIn members can see up to 4 unique posts from an advertiser in a 48-hour period It is important to run 4 creative variations in any live campaign to take full advantage of the distribution settings
- The visual is the new headline
- Showcasing your alumni and their successes is a great way to inspire new candidates. Be sure to use pictures of real alumni to emphasize the authenticity of the story.
- Image - Select a compelling visual that’s descriptive and accurately reflects your content. Headline - Include a call to action, a snackable stat, or a thought-provoking message. Teaser Text - Pique interest with an intriguing message to draw your audience in. Provide transparency and context. Messaging - Use language that is relatable to your target demographic.
- Image - Select a compelling visual that’s descriptive and accurately reflects your content. Headline - Include a call to action, a snackable stat, or a thought-provoking message. Teaser Text - Pique interest with an intriguing message to draw your audience in. Provide transparency and context. Messaging - Use language that is relatable to your target demographic.
- Why did Northeastern decide to partner with LinkedIn? 1) My team focuses on building the enrollment pipelines for a suite of more than 165 professional degree programs – ranging from bachelor’s completion programs to graduate certificates, master’s degrees, and doctoral program. 2) After testing some LinkedIn campaigns at a smaller scale via one of our agency partners, we realized quickly that LinkedIn’s user base was an excellent fit for a large number of our degrees target audiences:
- Identify Your Goals and KPIs First - This one probably goes without saying, and should be true for any marketing campaign that you are looking to launch, but knowing exactly what your goal is for a particular campaign can go a long way in fully utilizing the targeting options available to you. These could be as simple as driving qualified leads for a particular program’s enrollment intake, to more specific targets like enrolling a more diverse student population, but identifying these prior to campaign launch will go along way towards getting the most out of your targeting options. More specifically, having targeted KPIs in place for your campaign’s engagement data will allow you to both effectively optimize your campaigns by tracking how effective your content is in driving user engagement. This could be your overall engagement rate on Sponsored Update content, CTR on an InMail campaign, etc., but closely monitoring this data will allow you to inform your future content decisions. When launching a new campaign, there can certainly be some guesswork to this, but LinkedIn’s team has been hugely helpful in supply industry benchmarks for us to work towards until we have enough of our own data to track against.
- Insight into click demographics for our Sponsored Update campaigns have been a huge resource for us not only in scaling and optimizing our other LinkedIn campaigns (is our targeting hitting the mark with our key demographics), but it has also been a hugely successful tool for us in providing insights when we bring new programs to market. This data has helped to inform us what the key industries, job functions, job titles, locations, etc. that our prospective students hailed from and that is data that we have utilized to optimize both our targeting and messaging for not only our LinkedIn campaigns, but also our other digital marketing strategies, as well.
- We have found out (the hard way) that you can never have enough content. Messaging → In order to be able to fully optimize your campaigns on the fly as they are live (most specifically with Sponsored Update campaigns), you need to have a bank of creative ready to swap in and out depending on what resonates with your target audience. Building a comprehensive content calendar is a key strategy is fully scaling a successful campaign on LinkedIn For Sponsored Updates, specifically, having 8-10 pieces of content ready for each campaign is a good benchmark in order to ensure you can proactively turn off content that is not performing and flip in new pieces as needed. InMail - we take a wave by wave approach and tweak/refresh our creative on a month to month basis based on how our InMails have performed – which is based both on the KPIs that LinkedIn has in place (open rates, CTRs, etc.) and how our campaigns are performing on the back-end on the lead gen.
- We have found out (the hard way) that you can never have enough content. Messaging → In order to be able to fully optimize your campaigns on the fly as they are live (most specifically with Sponsored Update campaigns), you need to have a bank of creative ready to swap in and out depending on what resonates with your target audience. Building a comprehensive content calendar is a key strategy is fully scaling a successful campaign on LinkedIn For Sponsored Updates, specifically, having 8-10 pieces of content ready for each campaign is a good benchmark in order to ensure you can proactively turn off content that is not performing and flip in new pieces as needed. InMail - we take a wave by wave approach and tweak/refresh our creative on a month to month basis based on how our InMails have performed – which is based both on the KPIs that LinkedIn has in place (open rates, CTRs, etc.) and how our campaigns are performing on the back-end on the lead gen.
- 1) Set your goals based on your target audiences and fully utilize the power of LinkedIn’s targeting opportunities 2) Utilize click demographics as an optimization tool for all of your marketing campaigns 3) Build a content calendar. You can never have enough content, so make sure you are always planning for mid-campaign optimizations, as well as the next campaign launch.