linkedin australia education research launch

LinkedIn Australia Education Research Launch

Survey Fielded – April 2014

Total Respondents – 4,982 LinkedIn Members

7 Countries represented : US, UK, France, Australia, Canada, Singapore, and the Netherlands

AU Respondents – 796 LinkedIn Members

Methodology

We asked our members about their attitudes towards further education…

52%

11%

are likely to undertake further

study

aren’t sure yet

In 0-6 months

In 6-12 months

In 12-18 months

In 18+ months

19%

13%

10% 10%

How likely are you to further your education in the future? n=796

How likely are you to further your education in the future?

United States France United Kingdom Netherlands Singapore Canada Australia

35% 35% 36%

44%46%

50%52%

% of Members likely to undertake further study

Whilst on-campus study is still popular – online universities, and distance / online study programs are gaining traction ..

What format of further study would you be interested in undertaking? n=503

Intenders in France (20%) and Singapore (23%) are

more likely than Australians (4%) to study full-time

overseas

Full-Time Local (interstate)

Other (please specify)

Full-Time Overseas

Full-Time Local (same state)

Massive Open Online Course (eg: Coursera)

Distance / Correspondence

Part-Time Local

3%

3%

4%

9%

26%

45%55%

What type of further study would you be interested in undertaking? n=503

Student intenders in Australia are largely seeking certifications, vocational education and non-MBA postgraduate qualifications

In markets with a high intention to study overseas,

MBA intention lifts significantly (30% in

Singapore, 34% in France)

Undergraduate Bachelor's Degree

Master of Business Administration (MBA)

Professional Industry Certification (eg: CA)

Other Education

Postgraduate Degree (non-MBA)

Associate Degree / Vocational Training / Certification

10%

12%

15%

15%

21%

34%

3%

6%

8% 8%

9% 9%

10%

11%

12%

13%

14% 14%15%

34%Business or Commerce

Business is the discipline of choice – though prospective students are also attracted to a broad range of alternate courses

What area/s of study would you be interested in exploring for further education? n=503

European Intenders are 2X more likely to consider Languages and Economics

Requirement for a new role (different industry)

Networking Opportunity

Requirement for a new role (same industry)

Seeking a higher salary

Passion for learning (no professional requirement)

Personal desire to up-skill

15%

16%

24%

27%

38%

72%

Students are driving themselves to up-skill – choosing to study out of passion

What factors are influencing your decision to undertake further study? n=503

49%53%

55%

70%

77%

88%

Course availability, availability of information online, and academic reputation are all key factors when Australian intenders are deciding on where to study

How important are the following factors when deciding on where to study? n=354 Top 2 Box

Intenders in Singapore and the United States are over

2.5X more likely to be influenced by the availability

of scholarships

Location Guides (if studying abroad)

Alumni profiles / achievements

Updates on institution rankings

Updates on institution research

Updates on facilities / extra-curricular offerings

On Campus Information Sessions

Expert commentary / reviews of the institution

Career Advice

Staff / Lecturer profiles

22%

23%

26%

37%

41%

43%

43%

49%

58%

Knowledge is power. However, it requires determination. Therefore

you want to study at the best possible place and receive the

same determination and effort back from your lecturers and

peers at university as you personally put in.

–Australian LinkedIn Member

.. though universities need to provide prospective students with information about who will be teaching them, where they could end up (career wise) and what people are saying about them

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=503

Students seek information online when researching institutions – with professional social networks used twice as much as personal networks when researching institutions

When researching educational institutions, what sources of information do you use? n=503

Other Social Media

Personal Social Networks (i.e. Twitter, Facebook)

Email

Friends / Family

Brochures

Trade Events / Open-Days

Professional Social Networks (i.e. LinkedIn, Branchout)

Online News Publications

Peers

Institution Website

15%

18%

28%

32%

35%

38%

41%

44%47%

83%

Over half of intenders in the UK, Netherlands and

Singapore use Professional Social Networks when researching institutions

Where are intenders thinking of studying?

TAFEUniversity of Melbourne

RMITMonash University

Queensland University of TechnologyUniversity of New South Wales

Sydney UniversityUniversity of Queensland

University of Technology, SydneyGriffith University

Most Mentioned Institutions

Australian intenders see education as a gateway to opportunities, a way to remain relevant, and a means of growing personallyThose not considering further study feel as though they’ve reached a sufficient level of education, or are close to retirement

Here’s what we learned

Research findings Implications for marketers

Over half of Australia’s LinkedIn members are planning on furthering their education 1 An active presence on LinkedIn keeps your

institution top of mind.

Members are motivated more by self-improvement than higher salary. 2

Tap into the aspirational mindset with content that educates and inspires.

They use professional social networks 2X more than personal social networks when seeking info on educational institutions. 3

Use LinkedIn’s precise data to target prospects with the most relevant program information.