Rob Humphrey at Pearson Academic Partner Summit

ROB HUMPHREY

350,000,000+

NETWORK GROWTH

SCHOOLSEMPLOYERS MEMBERS

E D U C A T I O N E C O S Y S T E M

E D U B U Y E R S J O U R N E Y

1987

Ithaca, NY

Flying blind

The education buyers journey today is radically changing

C L E A R S I G H T L I N E S

Insights about career outcomes of educations worldwide

Decision Boards

(The best kept secret on LinkedIn)

Decision time

#futuresundevil

The education buyers journey today

T H E M I N D S E T D I V I D E

Personal mindset = spend time

Professional mindset = invest time

Professional networks are used 2x more

than personal networks for educational

information

Fact

What are prospective students doing on LinkedIn?

STAYING

INFORMEDCONNECTING CONSIDERING

CAREER

CONNECTING

with theprofessional world

Flagship

Feed Network Messaging Me Search

CONNECT

STAYING INFORMED

through professional news and knowledge

Publishing

Global news and thought

leadership from 350M+ members

INFORMED

Brand interactionsf

INFORMED

Knowledge through

conversation

Groups

INFORMED

GET HIREDand build your career

Flagship &

Job Search

Find the right job or have

the right job find you

GET HIRED

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

Education

The most effective platform for

marketers to engage with

professionals

MARKET

Relevant Helpful Everywhere

Relevant Helpful Everywhere

Be everywhere

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%

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.

Accurate targeting

BE RELEVANT

Deliver

BE RELEVANT

Relevant Helpful Everywhere

Be everywhere

Content markerting

BE HELPFUL

Members expect

and trust content

from brands

BE HELPFUL

Career info

Current affairs

Updates

from brands

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

What you want to sayWhat your audience wants

to hear

Sweetspot

Sponsored

updates

TARGETED

Company pages

BE RELEVANT

Alumni success

BE HELPFUL

Alumni success

BE HELPFUL

Relevant Helpful Everywhere

Be everywhere

Smartphone consumption is always on

9pm6pm3pm12pm9am6am

Lessons from

the lab

NURTURE

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