Platform Research & Insightsfor Higher Education

Andrew CrispOwner

CarringtonCrisp@agcrisp

Lorraine HesterSenior Marketing Research Associate

LinkedIn@lorrhes

Ira AmilhussinSenior Global Marketing Manager

LinkedIn@iraa

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QUALITYLEADSSUCCESSFULGRADUATES

to

Using social media to improve lead quality and alumni success

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Today’sagenda

The state of higher

education today

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How do universities meet ROI expectations?

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Social media can help schools improve quality at all points of the journey

QUALITYPROSPECTS STUDENT

RESOURCES

ALUMNIOPPORTUNITIES #inEDU1

6

Analyzing Successful Gradsto Inform Lead Gen

Today’s Agenda

Social Media in Admissions& Career Services

Key Findings and Implications

1

2

3#inEDU16

Social Media in Admissions and Career Services

Part1

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How is social media being used in business school admissions and career services?

+80%fromaccreditedbusinessschools

25Respondents in

Canada

90Respondents in the

U.S.

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The new normal

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Social media usage is very high

71%usesocialmedia

98%usesocialmedia

Admissions CareerServices

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LinkedIn and Facebook are used most by admissions

Social networks used by admissions teams

85%

85%

75%

55%

Admissions

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The best candidates are found on LinkedIn

Thebestcandidatesarefoundonwhichnetworks?

88%

35%

24%

Admissions

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Nearly all career services teams use LinkedIn

Socialnetworksusedbycareerservicesstaff

93%

76%

64%

CareerServices

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What did social media ever do for us?

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Social media meets 2 important 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

Connectingwithapplicants

SupplementingAdmissionsInfo

Admissions

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agreed that applicants engage with them on social

2 out of 3

Applicants engage on social

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Social networks are particularly valuable with international grad school applicants

MBA/MASTERS

43

find social media particularly valuable when considering international

applicants

%

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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

Facilitatealumnimentoring

• Help current students build a strong social media profile to support job search

• Provide information about campus career services to alumni

Student&Alumnisupport

• Research companies in a given sector

Careerresearch

AdmissionsCareer ServicesCareerServices

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LinkedIn is by far the most useful for career services

Career Services

Social networks used by career services staff

73%

14%

11%

CareerServices

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Going from good to great

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Believe better candidates have a single, strong social media profile

26

70Say that applicants

include a link to their social media profile in

their application

% %

Admissions

yet…

only

Room for improvement

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have not discussed the need for controls over

social media use

553have formal guidance or

policies in place to ensure no discrimination

% %

Admissions teams could use more controls and direction around social

Admissions

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What’s preventing full adoption of social?

Lack of time Uncertainty of value

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CareerServices

• Teach social media networking skills

• Provide training on building a personal brand

• Give advice on developing a strong social media profile

• Avoid having hard to find, inactive or non-existent profiles

• Ensure profile supports a professional career search

• Have the evidence to back-up content on their profile

• Understand how profile material will used by potential employers

Howstudentscanimprove: Howschoolscanhelp:

How to make better use of social media when job hunting

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Key Findings

Social media usage is very high in admissions (71%) and career services (98%)

LinkedIn is the best place to find quality candidates (88%)

1

2

3

4

LinkedIn is the most useful network for career services (73%)

In the admission process, 90% use social media to engage in conversations with potential applicants

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Value in connecting with alumni

PROSPECT STUDENT

ALUMNI#inEDU16

Analyzing Successful Grads to Inform Lead Gen

Part2

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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

AspiringEntrepreneur

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346in Canada

469in the U.S.

What motivations & behaviors are associated with successful graduates?

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The master’s degree is still valuable

Base: NAMER MBA and Masters Grads (n=815)

of graduates reported that their degree had a positive

impact on their career.

73

89of graduates are very /

extremely satisfied with the impact of their degree on their

career.

% %

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…even for recent grads

Base: NAMER MBA and Masters Recent Grads (n=243)

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Base: NAMER MBA and Masters Grads (n=815)

The majority of grads were ableto accomplish successful

outcomes

33%

16%

AspiringEntreprene

ur

CareerEnhancer

CareerSwitcher

6%

55%SUCCESSFULOUTCOMES

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Understanding the different drivers

• meet family expectations • personal achievement

• passion for learning (no professional requirement)

• increase self-confidence on the job

• increase salary • upskill for new role

• accelerate career • start my own business

• impact communities • reached a plateau at work

TangibleMotivations IntangibleMotivations

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Base:NAMERMBAandMastersGrads(Hardn=463;Softn=285)

Tangible motivation matters

48more grads with tangible

motivations achieved a successful outcome

%

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35

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Base: Global MBA and Masters Grads (High Grit n=1421; Medium Grit n=1779; Low Grit n=204)

High grit correlates with satisfaction

37

more high grit respondents were satisfied compare to low grit.

%

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Grit is everywhere

Don’t target it. Message to it.

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The lifetime valueof focusing on quality

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Feeding the positive cycleSuccessfulalumniaremoreactiveon

LinkedIn

43

more shares on LinkedIn*

% 43

more page views on LinkedIn*

%35

more connections on LinkedIn

%

*In the 30days before the analysis was run.Grads whose outcomes met our success criteria compared to: respondents who dropped out of their degree (MA/MBA onlyBase (Global): Successful grads n=1793; Drop-outs n=499

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Key Findingsand Implications

Part3

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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 and high grit correlate with satisfaction and successful outcomes

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Top tips for admissions & marketing

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

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Who is most directly responsible for student outcomes?

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With LinkedIn, all aspects of the journey are unified

MARKETING

ENGAGEMENT

DEVELOPMENT

ADMISSIONS

EDUCATION /FACULTY

IP / THOUGHTLEADERSHIP

CAREERSERVICES

CAREERSERVICES

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