higher education branding on linkedin - educationconnect 2014
DESCRIPTION
How higher education brands can use LinkedIn to reduce the perceived risk that consumers face when making a purchase decision.TRANSCRIPT
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 =
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