Connecting with Today's Prospective Students - Hong Kong Report
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Transcript of Connecting with Today's Prospective Students - Hong Kong Report
How marketers can best influence the student decision journey
Connecting with Today’s Prospective Students
HK 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 Hong Kong 537 total respondents including: • 302 MBA / Masters Intenders • 235 MBA / Masters Grads
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Peer groups and professional networks are a
significant influence
Prospects seek specific content
at each stage
The prospects’ shortlist is exclusive
and critical
Key Findings
The decision process is exclusive and critical
Only 3 schools make the prospects’ shortlist
54% develop their shortlist before reaching out to
a school representative
84% end up enrolling at a school from
their shortlist
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Base: MBA and Masters Grads (n=235)
Friends and peers are the most influential
47% 41% 33% 29%
Friends/Peers
Institution Website EmployerRecommendation
ProfessionalNetworks
Professional networks are nearly 2x as influential as personal networks
29%
15%
ProfessionalNetworks
PersonalNetworks
Top influential sources when considering further education
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Base: MBA and Masters Intenders (n=302)
MBA/Masters intenders on LinkedIn are highly engaged
3X more connected 7X more likely to Follow a company
Source: LinkedIn Internal Data, 2015
7X more likely to share content
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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
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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
Implication for Marketers:
Engage early in the decision process with
a relevant content marketing strategy
12
The need to upskill is the most influencing factor
25%
28%
37%
49%
50%
Entrepreneural Opportunities
Increased confidence in my current job
Passion for learning
Seeking a higher Salary
The need to up-skill
Base: MBA and Masters Intenders (n=302)
Top 5 factors influencing the decision to undertake higher education
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Millennials (18-34) Gen X (35-49) Higher Salary Passion for Learning
The Need to up-skill The need to up-skill
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=302)
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3
4
1
2
3
4
Top factors influencing decision to undertake higher education
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61%
66%
77%
79%
88%
91%
Tuition fees
Tech and Entrepreneurship focus
University Ranking
Program format
Faculty/teacher quality
University reputation (overall)
Millennials place more importance on
employment rates and employer
recommendation rates than GenX
Base: MBA and Masters Intenders (n=302)
Respondents who intend to undertake a Masters or MBA
When deciding where to study, quality of learning experience is more important than cost
15
Prospects seek flexibility and study abroad But there are differences by age
Base: MBA and Masters Intenders (n=302)
64%
39%
17% 17% 16%
Part-Time Local(within dailycommuting
distance from yourhome)
Full-Time Abroad Online Full-Time Local(within dailycommuting
distance from yourhome)
Hybrid(Combination offace to face and
online)
GenXers are 2X more likely to want online study options.
16
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%
Implication for Marketers:
Build a presence on digital platforms that aligns with the
mindset of prospects and the
brand identity of your university
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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=302)
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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
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
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.
25
Peer groups and professional networks are a
significant influence
Prospects seek specific content
at each stage
The prospects’ shortlist is exclusive
and critical
Implications for Marketers
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 stage
Implication: Build a presence on digital platforms that
aligns with the mindset of prospects and the brand identity of your university