higher education branding on linkedin - educationconnect 2014

Higher Education Branding on LinkedIn

Disruption

Today# of 25+ year-

olds with a masters degree

- Digest of Education Statistics

1967# of 25+ year-

olds with abachelor degree =

TodayStrongest

predictor of college choice

isbrand

1967Strongest

predictor of college choice was distance from home

- Caroline Hoxby, 2009

Half of the colleges and universities in the US have

become less selective over the last 50 years.

- Caroline Hoxby, 2009

Brand

Your promise to consumers

The sum of their experiences & perceptions

An opportunity to reduce their perceived risk

Brand =

Risk

Finances? Current job? Relationships?

Employability?

Freedom and security?

Student Risk =

Do you produce the right talent?

At the right time?

In the right place?

Employer Risk =

LinkedIn

Targeting Reduces RiskFocus on prospective students who you offer the most value to

Focus on companies that value your talent the most

Outcomes Reduce RiskShow that you’ve delivered your brand promise to students like them

Show that you’ve delivered great talent to similar companies

Network Reduces RiskShowcase the alumni and employers your brand provides access to

Showcase your alumni at their company who can help attract talent