What Higher Ed Marketers Need to Know:
The New Adult Learner
In October, as the pandemic was turning the labor force upside down and setting the stage for massive changes in how we work and learn, the World Economic Forum estimated that in four short years, 85 million jobs are likely to disappear and 97 million new jobs will be created.
This new reality is not lost on millions of adults, who are rapidly turning to higher education as a way to acquire valuable new skills and find a secure foothold in a fast-evolving employment landscape.
This trend was validated and published in the “Prospective Adult Student” research report LinkedIn conducted with SimpsonScarborough looking at how the current climate is influencing the decisions of prospective adult learners.
Among the study's findings:
Among the study's findings:
“Adult learners are moving quickly. They are interested in online degree and non-degree programs, and they are looking for affordable, highly flexible, and pragmatic options to raise their earning potential.”
Elizabeth Johnson, Chairman at SimpsonScarborough
The competitive landscape for higher education marketers is different this time
It’s well documented that the higher education market is counter-cyclical to the overall economy. Adult learners have long sought higher education during periods of increased unemployment and slower hiring.
During the Great Recession of 2008, according to the Hechinger Report, the number of students who enrolled in higher education programs rose by 16 percent, and the majority of those students were adult learners, according to the National Student Clearinghouse Research Center.
While it’s clear that the current economic environment is sparking a similar demand among adult learners, much has changed in the last decade. From boot camps to short-course certificate programs and stackable degrees, not to mention the explosive growth in online learning since 2008, adult learners have more options than ever before.
“The sheer volume and quality of online offerings today differs markedly from the last recession. That means students have far more options, from attending large non-profit and public universities to faster and cheaper last-mile training programs”
Michael Horn, Co-founder of the Clayton Christensen Institute
Guiding adult learners to the perfect program (yours)
The numerous options available to adult learners today are an opportunity for higher education marketers. By taking a full-funnel approach, higher education marketers can become trusted guides for adult learners looking for reliable information as they consider their choices and shape their goals.
For higher education marketers, this means implementing a long view, evergreen marketing strategy, one that isn’t constructed around large seasonal campaigns, but rather steady and constant engagement to nurture prospects through their journey.
It also means working closely with colleagues in the admissions department to make sure high-quality prospects become successful students who will champion the school or program long after they have obtained the skills they needed.
LinkedIn has a proven track record of helping higher education marketers drive high quality leads
LinkedIn has a proven track record of helping higher education marketers drive enrollments. Not all leads from search and school websites are equal. Those that saw a LinkedIn ad were more valuable. Google inquiries exposed to a LinkedIn ad before becoming a prospect are 42% more likely to enroll in a school. There’s a reason for this. LinkedIn is the platform for professional advancement, and people who click on a LinkedIn ad tend to be much more qualified and interested than prospects who submit leads on other channels. We call this the LinkedIn lift*
*Based on research study by Gray Associates
Case Studies: LinkedIn and higher education marketers in action
Taking the long view
Learn how LinkedIn helped the Pepperdine's Graziadio's Business School overcome the challenge of a lengthy prospect journey and engage highly qualified leads directly using LinkedIn marketing solutions.
Taking the long view
Learn how LinkedIn helped the Pepperdine's Graziadio's Business School overcome the challenge of a lengthy prospect journey and engage highly qualified leads directly using LinkedIn marketing solutions.
Quality over quantity
Learn how LinkedIn helped William & Mary’s Mason School of Business turn the tide on declining class sizes, falling conversion rates, ever longer decision timelines, and an inquiry target rising unsustainably.
Higher education marketers and adult learners are in good company with LinkedIn
As a platform focused on learning, networking, and professional advancement, LinkedIn offers an ideal environment to engage prospective adult learners:
The fundamental characteristics of LinkedIn set it apart from other platforms:
The time is now
The current moment is a unique opportunity for higher education marketers to engage adult learners seeking the skills they will need to thrive in the future.
At LinkedIn, we’re inspired by everyone who plays a role in higher education’s ecosystem of prospecting, enrolling and educating adult learners in a time of change. Providing people skills to help them succeed is one of the most important endeavors as our economic landscape evolves. We are #InGoodCompany with our partners in higher education.
This content was paid for and created by LinkedIn. The editorial staff of The Chronicle had no role in its preparation. Find out more about paid content.
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