rob humphrey at pearson academic partner summit
TRANSCRIPT
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ROB HUMPHREY
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350,000,000+
NETWORK GROWTH
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SCHOOLSEMPLOYERS MEMBERS
E D U C A T I O N E C O S Y S T E M
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E D U B U Y E R S J O U R N E Y
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1987
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Ithaca, NY
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Flying blind
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The education buyers journey today is radically changing
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C L E A R S I G H T L I N E S
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Insights about career outcomes of educations worldwide
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Decision Boards
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(The best kept secret on LinkedIn)
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Decision time
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#futuresundevil
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The education buyers journey today
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T H E M I N D S E T D I V I D E
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Personal mindset = spend time
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Professional mindset = invest time
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Professional networks are used 2x more
than personal networks for educational
information
Fact
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What are prospective students doing on LinkedIn?
STAYING
INFORMEDCONNECTING CONSIDERING
CAREER
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CONNECTING
with theprofessional world
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Flagship
Feed Network Messaging Me Search
CONNECT
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STAYING INFORMED
through professional news and knowledge
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Publishing
Global news and thought
leadership from 350M+ members
INFORMED
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Brand interactionsf
INFORMED
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Knowledge through
conversation
Groups
INFORMED
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GET HIREDand build your career
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Flagship &
Job Search
Find the right job or have
the right job find you
GET HIRED
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In the US Hospital & Healthcare industry,
what are the most sought-after skills?
Nursing
Medical imaging
Therapy and special needs
Healthcare management
Mental health
1
2
3
4
5
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Education
The most effective platform for
marketers to engage with
professionals
MARKET
Relevant Helpful Everywhere
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Relevant Helpful Everywhere
Be everywhere
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LinkedIn members are highly driven to
undertake further education
of members are at least considering
further study
49%
12%
6%
7%
10%
0-6 6-12 12-18 18+
MonthsAren’t sure yet
Likely to undertake future study in
the next...
LinkedIn survey – US April 2014
35%
14%
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LinkedIn members are in-market for specific courses
10%Of LinkedIn North American members
intend to do a MBA
22%Of LinkedIn North American members
intend to do a Postgraduate degree (non-MBA)
Source: LinkedIn internal data, May 2014. N = 1503.
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Accurate targeting
BE RELEVANT
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Deliver
BE RELEVANT
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Relevant Helpful Everywhere
Be everywhere
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Content markerting
BE HELPFUL
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Members expect
and trust content
from brands
BE HELPFUL
Career info
Current affairs
Updates
from brands
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46
Top content expected from education institutions
What sort of information should education institutions be providing to you in order to help you make an informed decision on where to study? n=499
34%
35%
36%
38%
47%
52%
61%Staff / Lecturer Profiles
Career Advice
Expert commentary / Reviews of the Institution
On Campus Information Sessions
Updates on Institution Research
Alumni Profiles / Achievements
Updates on Institution Rankings
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What you want to sayWhat your audience wants
to hear
Sweetspot
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Sponsored
updates
TARGETED
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Company pages
BE RELEVANT
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Alumni success
BE HELPFUL
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Alumni success
BE HELPFUL
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Relevant Helpful Everywhere
Be everywhere
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Smartphone consumption is always on
9pm6pm3pm12pm9am6am
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Lessons from
the lab
NURTURE
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