A New Wave of Students is Looking to Higher Education Now

August 27, 2020

Young woman using laptop in classroom

Higher Education is poised to play a critical role in helping individuals, communities, and countries recover from the economic downturn caused by the pandemic. After the Great Recession of 2008, the number of students enrolled in Higher Education increased by 16 percent. Today, a new wave of future students is already shopping for the programs that will arm them with the skills and knowledge they’ll need to prosper in the coming years. 

To help Higher Education marketers develop a better understanding of this new group of students, we partnered with Ipsos to survey a diverse group of more than 1,000 adults in the United States. The results of the survey provide Higher Education marketers with a window into who these prospective students are and what they are looking for as they begin this stage of their education journey.

Some of the findings — a preference for online learning options, for example - reveal the acceleration of trends that were present before the pandemic changed the landscape of Higher Education. Still, other findings show a new sense of urgency among prospective students. Nearly 30 percent of respondents are exploring continued education because they are newly unemployed or worried about future unemployment.

The results of the survey will give Higher Education marketers the insights they need to reach this new wave of students with the right message at every stage of the consideration process. At LinkedIn, we have always been committed to helping Higher Education institutions find the right students, match them with the right programs, and ensure students realize successful outcomes. Now more than ever, this commitment remains our number one priority.

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