HEC Paris finds the graduate candidates that count on LinkedIn

The real objective for a business school marketing a Masters degree isn't leads - it's successful applicants from quality candidates who will convert into paying students, revenue and ROI. With the Covid-19 pandemic threatening to disrupt demand for on-location courses, it was more important than ever for HEC Paris to secure a quality pipeline of graduates for its Masters in Finance and Masters in Management courses. Targeting LinkedIn Sponsored Content campaigns by the characteristic of successful applicants delivered more applications than any other social platform, with a cost per acquired candidate cheaper than other channels and an ROI from successful applicants of 300%.

The Challenge

• Generate high-quality leads that match the characteristics of successful candidates
• Target candidates in regions with a high propensity to convert
• Provide a broader selection of quality candidates to fill courses

The Solution

• LinkedIn targeting by university of study, degree course and location
• Sponsored Content focusing on the career benefits of flagship Masters in Finance and Masters in Management degrees
• Carousel Ads promoting a wider range of Masters courses
• LinkedIn conversion tracking to assess ROI and provide insight for further campaigns

Why LinkedIn?

• Unique capability to target by university, experience and field of study
• High quality leads

Results

• 1,460 conversions to leads in 6 months
• 480 completed applications, 2x the contribution of other social channels
• ROI of 300% generated from successful applications
• Cost per candidate cheaper than other channels