LinkedIn surveyed over 1,600 MBA/Master's prospects and alumni in the U.S. to understand the higher ed decision making process. Here's what we found.

1. ONLY 3
schools make the
prospects’ short list
OVER
1,600
MBA/Master’s
prospects and
alumni surveyed
Today’s prospective students demand
personalized content, delivered at the
right time and in the channels that are
most relevant to them. So, how and
when should marketers engage? To
answer that, LinkedIn surveyed over
1,600 MBA/Master’s prospects and
alumni in the U.S. Here’s what we found.
MAKE THE PROSPECTIVE STUDENTS’
SHORT LIST EARLY IN THE DECISION PROCESS.
72%
develop their short list
before reaching out to
a school representative
93%
end up enrolling
at a school from
their short list
AWARENESS > DISCOVERY > SELECTION
to Connecting with
Today’s Prospective Students
4 KEYS
MBA/Master’s prospects stated that professional
networks are 3x more influential than personal
networks when making education decisions.
BUILD YOUR SCHOOL’S PRESENCE
ON PROFESSIONAL NETWORKS.
Personal
Networks
Professional
Networks
8%
25%
% of prospects stating that
these sources of information
are influential
PERSONALIZE YOUR MESSAGES
ACCORDING TO THE UNIQUE DRIVERS
OF MILLENNIALS AND GEN X.
MILLENNIALS
(18-34)
GEN XERS
(35-49)
TOP DRIVERS FOR UNDERTAKING HIGHER EDUCATION:
Industry news and career advice are important early
in the decision journey. Faculty and alumni profiles
are sought later. Course info is key throughout.
DELIVER THE RIGHT CONTENT AT EACH
STAGE OF THE DECISION JOURNEY.
Top types of information sought by intenders in each
stage of the higher education decision-making process:
Institution rankings
Education & industry news
Information on courses & degree programs
Career advice Expert reviews
Staff & lecturer profiles
Alumni profiles
LinkedIn provides a unique
opportunity to connect with a
premium audience of prospective
students in the right mindset for
higher education decisions.
For more info on this research,
visit lnkd.in/studentjourney
Reach a
higher-quality
prospect on
LinkedIn
Source: LinkedIn U.S. survey and internal data, August 2015
For Millennials, salary is the key driver for
getting an advanced degree, while Gen Xers
are more driven by a passion for learning.
The short list is developed before prospects
reach out to you, so influence them early
with always-on content marketing.
SEEK A HIGHER SALARY PASSION FOR LEARNING
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