LinkedIn latest insights into members attitudes towards further education. Presented at Melbourne Marketers Connect by Michael Levine, Account Director, LinkedIn

2. LinkedIn Australia Education Research Launch

3. We asked our members about their attitudes
towards further education…
 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

4. 52%
11%
are likely to undertake
further study
aren’t sure yet
19%
13%
10% 10%
In 0-6 months In 6-12
months
In 12-18
months
In 18+
months
How likely are you to furtheryour education in the future? n=796

5. % of Members likely to undertake further study
35% 35% 36%
How likely are you to furtheryour education in the future?
44%
46%
50%
52%
United States France United Kingdom Netherlands Singapore Canada Australia

6. Whilst on-campus study is still popular – online universities, and distance / online study programs are gaining traction ..
4%
3%
Part-Time Local
Distance / Correspondence
Massive Open Online Course (eg:
Coursera)
Full-Time Local (same state)
Full-Time Overseas
Other (please specify)
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
3%
9%
26%
45%
55%
Full-Time Local (interstate)

7. Student intenders in Australia are largely seeking certifications, vocational education and non-MBA postgraduate qualifications
Associate Degree / Vocational
Training / Certification
Postgraduate Degree (non-MBA)
Other Education
Professional Industry Certification
(eg: CA)
Master of Business Administration
(MBA)
What type of further study would you be interested in undertaking? n=503
In markets with a high
intention to study overseas,
MBA intention lifts
significantly (30% in
Singapore, 34% in France)
12%
10%
15%
15%
21%
34%
Undergraduate Bachelor's Degree

8. Business is the discipline of choice – though prospective students are also attracted to a broad range of alternate courses
European Intenders are 2X
more likely to consider
Languages and
Economics
3%
6%
8% 8%
9% 9%
10%
11%
12%
13%
14% 14%
15%
Hospitality Medicine Economics Languages Science and
Mathematics
Social
Studies
Law Creative Arts
and Design
Engineering Marketing
and Media
Education Vocational
Training
Information
Technology
34%
Business or Commerce
What area/s of study would you be interested in exploring for further education? n=503

9. Students are driving themselves to up-skill – choosing to study out of passion
16%
15%
27%
24%
38%
72%
Personal desire to up-skill
Passion for learning (no professional
requirement)
Seeking a higher salary
Requirement for a new role (same
industry)
Networking Opportunity
Requirement for a new role (different
industry)
What factors are influencing your decision to undertake further study? n=503

10. Course availability, availability of information online, and academic reputation are all key factors when Australian intenders are
deciding on where to study
49%
53%
55%
70%
77%
88%
University
reputation
(overall)
Location of
campus
Tuition fees Academic
reputation
(teaching quality)
Availability of
information
online
Subjects /
courses
available
Intenders in Singapore and
the United States are over
2.5X more likely to be
influenced by the availability
of scholarships
How important are the following factors when deciding on whereto study? n=354 Top 2 Box

11. .. 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
26%
23%
22%
43%
41%
37%
43%
49%
58%
Staff / Lecturer profiles
Career Advice
Expert commentary / reviews of the
institution
On Campus Information Sessions
Updates on facilities / extra-curricular
offerings
Updates on institution research
Updates on institution rankings
Alumni profiles / achievements
Location Guides (if studying abroad)
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
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

12. Students seek information online when researching institutions – with professional social networks used twice as much as personal
networks when researching institutions
18%
15%
28%
Institution Website
Peers
Online News Publications
Professional Social Networks (i.e.…
Trade Events / Open-Days
Brochures
Friends / Family
Email
Personal Social Networks (i.e. Twitter,…
When researching educational institutions, what sources of information do you use? n=503
47%
44%
38%
35%
32%
41%
83%
Other Social Media
Over half of intenders in the
UK, Netherlands and
Singapore use Professional
Social Networks when
researching institutions

13. Where are intenders thinking of studying?

14. Most Mentioned Institutions
TAFE
University of Melbourne
RMIT
Monash University
Queensland University of Technology
University of New South Wales
Sydney University
University of Queensland
University of Technology, Sydney
Griffith University

15. Australian intenders see education as a gateway to opportunities, a way to remain relevant, and a Those not considering further study feel as though they’ve reached a sufficient level of education m, oera nasre o cf logsroew toin gre ptierersmoennatl ly

16. 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.