New research from LinkedIn and Strategic Counsel on Canadian Exec Ed programs reveals five proven tips to drive enrollment.

1. Five New Tips to Boost
Exec Ed Enrolment
CANADIAN EDITION

2. 5 New Tips to Boost Enrolment
Contents
Trends in Executive Education
How to Get Started
1
2
3
2

3. Trends in Executive Education
SECTION 1

4. The market is changing.
So we wanted to learn:
4
• How do prospective students and team leaders
learn about Exec Ed course options?
• What are the most important factors in choosing
a course?
• What is the demand for different course topics?
• What is the role of the employee and the team
leader in selecting courses?

5. 5
of team leaders say their organization will have
“much more need” for Exec Ed in the next 5 years
78%
Q48. And thinking ahead to 5 years from now, how do you expect your organization’s executive education needs will change, if at all?
Base: Not completed course in past 5 years at Q6 and purchase course at Q7 or very/somewhat likely to purchased in next 2 years at Q9.
More than three-quarters of team leaders expect
their Exec Ed needs to grow in the next 5 years

6. Custom programs will be the most appealing type
of course to purchase for their team members
6
Team leaders want their
employees to learn relevant
strategies and tools that are
customized to the specific
needs of the company.
Most Appealing
Least Appealing
Interested in Purchasing
(n=57)
Custom Program23.3
16.6 On-Site Training
13.7 Lower Cost
12.0 Tailored to Industry
9.7 Tailored to Function
7.9 Recommended
7.1 Duration
6.0 Distance
3.4 Prestige

7. Prospects do not want an entirely online experience.
Face-to-face interaction is still key.
7
Q20. How will you seek out information about the Executive Education course you are likely to take within the next 2 years? Please select all that apply.
Base: Those very/somewhat likely to complete a course within the next 2 years
Hybrid/Combination
Entirely in person
Entirely online
51%
29%
17%
Delivery options most preferred for Executive Education courses
80% want at least some
form of in-person learning

8. 8
Yes, some
Yes, all
No
Doesn't apply
Don't recall
Employer agreed to cover some / all costs associated with
attending the course
15%
63%
16%
5%
<1%
0% 50% 100%
Q14. Before you enrolled in this executive education course, did your employer agree to cover some or all of the costs associated with attending the course?
Base: Those who have completed a course within the last 5 years
Tuition reimbursement is still alive and well
8 in 10 employers cover some or
all of the course costs

9. There is tremendous opportunity in Executive
Education, but growth in enrolment requires increased
levels of course relevance and peer engagement
9
KEY TAKEAWAY

10. 5 New Tips to Boost
Enrolment
SECTION 2

11. Promote leadership, expertise
and career development
messages over reputation
#1

12. The most appealing factor for
prospective students is the
extent to which a course is
tailored to their function/industry
12
Q27. Imagine that you were considering attending an executive education course that: Costs $20K (including room and board), Is 6 days of full-time instruction (you will stay on location during the course), Takes place at a university that is a 5-hour flight away. However, you found an alternative course
that was exactly the same except for the following factors. Among these factors, which would be most appealing and which would be least appealing about the alternative course?
Base: Have taken a course within the last 5 years and/or are likely to take a course within the next 2 years (n=300)
#1 Promote leadership, expertise and career
development messages over reputation
Most Appealing
Least Appealing
Have Taken a Course
(n=204)
Tailored to Function24.2
20.7 Tailored to Industry
18.4 Lower Cost
11.1 Distance
8.9 Recommended
8.9 Prestige
7.7 Duration
Likely to take a Course
(n=271)
Tailored to Function23.8
19.7 Tailored to Industry
19.7 Lower Cost
11.3 Distance
8.8 Duration
8.4 Recommended
8.3 Prestige

13. Leadership
Executive leadership
Project management/PMP
Management
Human resources/human resources management
Marketing
Finance
Digital marketing
Business management
Education for board members
Communication
Social media
Sales/sales strategies
15%
5%
13%
7%
5%
5%
5%
4%
4%
4%
3%
3%
3%
0% 20% 40% 60% 80% 100%
Q10. What was the topic of the executive education course you completed? If you have taken more than one, please think about your most recent course.
Base: Have completed a course within the past 5 years
20% Completed a
course in Leadership
#1 Promote leadership, expertise and career
development messages over reputation

14. Help prospects sell it to their
employers by arming them with
tailored messages
#2

15. Top 3 reasons for taking a course
To deepen my knowledge in a particular area
To advance my existing career
To increase my leadership skills/abilities
To widen my career opportunities
To add to my resume/professional credentials
To gain specific technical skills
To gain a valuable network of peers
The course was offered by a prestigious school and/or instructor
It was required by my employer
71%
57%
53%
47%
44%
30%
24%
14%
6%
Q17. What are the main reasons that you decided to take this executive education course? Select all that apply.
Base: Those who have completed a course within the last 5 years
#2 Help prospects sell it to their employers
by arming them with tailored messages

16. 16
Top factors impacting employer’s financial support
1. Understanding how org will benefit – 56%
2. Cost to attend is reasonable – 26%
3. Amount of missed work time is reasonable – 10%
4. Course is offered by a prestigious school – 8%
Q23. Of the following factors, which one do you think will have the most impact and which one will have the least impact on getting your employer’s financial support?
Base: Those very/somewhat likely to complete a course within the next 2 years and employer will cover some or all costs
#2 Help prospects sell it to their employers
by arming them with tailored messages
For tuition reimbursement, employers want to understand
how the organization will benefit

17. Target alumni of your programs
for repeat business and referrals
#3

18. Alumni of Executive Education courses are very likely to be repeat buyers
Have you completed an executive education course in the past 5 years (since 2012 or later)?
How likely are you to complete an executive education course within the next 2 years?
of people who completed an Executive Education course
are likely to complete a course in the next 2 years
86%
#3 Target alumni of your programs for repeat business

19. Share news and updates from
your school with alumni, including
new program information
#3 Target alumni of your programs for repeat business
Have you completed an executive education course in the past 5 years (since 2012 or later)?
How likely are you to complete an executive education course within the next 2 years?

20. Build consideration and drive
word of mouth by being always-
on with your prospects
#4

21. 21
1
2-3
4-5
More than 5
Don't recall
17%
42%
8%
3%
29%
0% 20% 40% 60% 80% 100%
How many other similar courses did you research before enroling?
Q13. Before you enrolled in this executive education course, how many other similar courses offered by other universities or institutions did you research and consider?
Base: Those who have completed a course within the last 5 years
#4 Build consideration and drive word of mouth
by being always-on with your prospects
50% of prospective students
will consider 2-5 schools

22. Reach team leaders with the
right message at the right time
#5

23. 23
My unit
Education/training budget
Don't know
No answer
Source of funding for courses
80%
5%
5%
10%
Q44. Approximately how much ($) was your organization’s total budget for executive education last year?
Base: Have at least 1 direct report and have purchased/likely to purchase a course for a team member
Q43. Does the cost for executive education for your team members come from your unit’s budget or from the budget of a different unit within your organization?
Base: Have at least 1 direct report and have purchased/likely to purchase a course for a team member, and organization covers some/all cost
8 in 10 say the funding for comes
from their own unit’s budget
Mean budget of $18,526 coming
from their own unit
#5 Reach team leaders with the right
message at the right time

24. 24
Q49. Which of the following factors contribute to your decision about who from your team is selected to take an executive education course? Select all that apply.
Key factors driving the decision to select team members for Exec Ed:
1) Addressing knowledge / skills deficit
2) To facilitate new roles or responsibilities
3) Rewarding strong performance
4) Need for strong performance
5) Need for retention
#5 Reach team leaders with the right
message at the right time

25. Budget allocations are
likely to be made in
September / October
25
When are budget allocations typically made for next year?
January
February
March
April
May
June
July
August
September
October
November
December
Don't know
11%
7%
3%
11%
3%
3%
3%
3%
11%
17%
3%
3%
23%
Q45. In what month are budget allocations typically made for the next year’s spending on executive education?
Base: Have at least 1 direct report and have purchased/likely to purchase a course for a team member
#5 Reach team leaders with the right
message at the right time

26. How to Get Started
SECTION 3

27. 27
Target
the right people
Convert
high-quality enrolments
Measure
lead quality

28. Best-in-class prospect data
28
Target: Leverage LinkedIn’s first-party member data
• Course Alumni
• Years of work experience
• Career Changers
• Job Searchers
• Young and Upwardly Mobile
• and more…
Target by Member Persona
Geo
Groups
Occupation
Standardized
job titles
Skills
Function
Seniority
Company
Industry
Size
Education
Level
Skills

29. 2x
More likely to
follow companies
More likely to network
Source: LinkedIn Internal Data 8/2017
Exec Ed prospect definition: 10+ years work experience since Bachelor’s. Seniority: Director+ 29
1.6x
More active in groups
2x
More connected
1.5x
More homepage
views
More likely to read content
1.7x
More Pulse views
1.5x
More likely to
view InMail
Target: Exec Ed Prospects
​More engaged on LinkedIn than average users

30. 30
Target | Convert | Measure
Extend how you:
Display / Text Ads
Dynamic Ads
Sponsored Content
Lead Gen Forms
Sponsored InMail
Audience Match
PaidOrganic
University Pages
Company Pages
SlideShare
Long-form posts
Convert enrolments on the Linkedin platform

31. 31
Build customer relationships at
every stage of the buyer’s journey
by targeting content to your most
valuable audiences wherever they
spend their time
Engage your prospects with relevant content in the world’s only professional feed — and beyond
Convert: Sponsored Content

32. 32
• Generate high-quality leads at scale
• Prove the ROI of your lead gen campaigns
• Access and manage your leads with ease
“Lead Gen Forms provide a frictionless
way for us to reach out to customers.”
Fareed Raja, Digital Channel Manager
Jack Welch Management Institute
Capture quality leads using forms that are pre-filled with LinkedIn profile data
Convert: Lead Gen Forms

33. 33
Send timely, convenient, and relevant private messages to the people that matter most to your business
Convert: LinkedIn Sponsored InMail

34. Drive engagement with premium audiences using
dynamically generated ads, powered by profile data,
customizable to meet your campaign objectives.
​Personalize your creative to resonate with buyers
Convert: LinkedIn Dynamic Ads

35. 01
02
03
04
Marketing
Qualified Lead
Sales
Qualified Lead
Cost Per Lead
Tuition Revenue
​How much revenue did our acquired leads drive?
Measure Quality Enrolments With
Closed-Loop Attribution

36. Want to get started? Connect with us.
Case Studies:
Smith (Queen’s) Exec Ed
Kellogg Exec Ed
Graeme Owens
Higher Education Lead
LinkedIn Marketing Solutions Canada
gowens@linkedin.com