How to Win at Higher Education Marketing on LinkedIn

In this episode of The Application, host Allison Turcio speaks with Kyle Campbell, founder of Education Marketer, about the untapped potential of LinkedIn for higher education marketing. They discuss how LinkedIn has evolved into a powerful platform for storytelling, professional development, and student recruitment. Kyle shares insights on leveraging staff advocacy, creating meaningful content, and using LinkedIn to elevate institutional visibility and impact.

‍

Key Takeaways

• LinkedIn Matters for Student Recruitment:
  • 75% of PhD students and 30% of master’s students globally use LinkedIn to inform their study choices.
  • It’s a platform for discovering faculty expertise, exploring career outcomes, and making study decisions.
• Storytelling Over Self-Promotion:
  • LinkedIn is ideal for sharing research, institutional milestones, and faculty stories directly with audiences, bypassing traditional media.
• Staff Advocacy Is a Game-Changer:
  • Institutions benefit from empowering faculty and staff to share meaningful, category-specific content on LinkedIn.
• Consistency and Quality Are Essential:
  • Regular posting combined with a clear focus on specific topics builds trust and audience engagement over time.

‍

Episode Summary

Why Is LinkedIn a Must-Use Platform for Higher Ed?

LinkedIn has become a key decision-making tool for students—especially graduate-level learners—seeking supervisors or understanding career outcomes. It’s also where professionals and institutions can shape the narratives around higher ed. With changing algorithms on search engines like Google, LinkedIn offers a critical alternative for organic visibility.

‍

How Can Higher Ed Marketers Leverage LinkedIn?

1. Move Beyond the Brand Page
   While institutional brand pages are useful, they have limited reach compared to individual profiles. Marketers should prioritize staff advocacy to amplify their institution’s voice.
2. Encourage Faculty and Staff as Influencers
   Support faculty and staff in becoming thought leaders. For example, UA92’s Director of Recruitment uses LinkedIn to highlight challenges in education, creating content that resonates with parents, partners, and students.
3. Repurpose Research for LinkedIn
   Institutions like the London School of Economics excel at translating research into bite-sized, engaging LinkedIn content. Video summaries, infographics, and concise posts help complex ideas reach broader audiences.

‍

Practical Steps for Building a LinkedIn Strategy

1. Identify Creators in Your Institution
   Start by finding faculty or staff who are already active on LinkedIn. Offer them support to enhance their reach and align their messaging with institutional goals.
2. Shift the Focus to Providing Value
   Posts should educate, inspire, or inform—not simply promote. Kyle emphasizes creating category-specific content over self-centered branding.
3. Consistency Is Key
   Posting regularly (daily, if possible) with a clear focus builds trust and momentum. Quality matters just as much as frequency.

‍

Challenges and Solutions

• Consistency and Burnout:
  Maintaining both quality and regularity is tough. Start with manageable goals, like weekly posts, and build from there.
• Institutional Buy-In:
  Showcase the impact of staff-led LinkedIn strategies through metrics and examples to gain leadership support.
• Engaging Faculty and Staff:
  Create informal workshops or one-on-one sessions to help staff understand LinkedIn’s potential. Avoid forcing participation, as authentic interest drives better results.

‍

Real-Life Examples

• UA92’s Director of Recruitment: A LinkedIn influencer who shares content relevant to students, parents, and partners, personifying the institution’s values.
• LSE’s Research Hub: Repurposes academic content into LinkedIn-friendly posts, resulting in high engagement and visibility.
• Honorary Degrees at Aston University: Recognizing influencers in industries like business (e.g., Gymshark’s CEO) amplifies institutional reach through their networks.

‍

First Steps for Marketers and Creators

• For Individual Marketers: Start practicing on LinkedIn by sharing insights and learning from feedback. Treat it as an open classroom to refine your approach.
• For Institutions: Identify active faculty or staff members on LinkedIn, offer content creation support, and align their messaging with institutional values.