In our previous article, we talked about the advantages and benefits of the "LinkedIn" platform for students. This time we will talk more about the possibilities of using "LinkedIn" for higher education institutions.
Let me note that LinkedIn, which currently has more than 830 million active users, is a useful resource for job seekers, employers, international organizations, public and private institutions, NGOs, students and graduates, as well as higher education institutions, as well as many stakeholders in various forms. It is a platform that connects, creates an efficient environment for them to network, and encourages personal development.
The number of "LinkedIn" users in Azerbaijan is more than 830 thousand people. However, this number is slightly lower compared to neighboring states and countries with a population similar to our country. So, although the population of neighboring Georgia is about 3 times smaller than that of Azerbaijan, the number of users of this platform is 650 thousand, which means 17-18% of active users in relation to the population. For comparison, this percentage is around 8-9% in Azerbaijan. Another example: in countries like Greece, Czech Republic, Portugal and Hungary, whose population is close to our country, there are about 2.4, 2.4, 4.3 and 1.6 million LinkedIn users, respectively.
Unfortunately, the graduate platform system in higher educational institutions of our country has not yet developed to the desired level. This development is necessary in certain ways. The first of these is the formation of graduate associations of universities and their support to students who are currently studying. "LinkedIn" is one of the most effective tools for this.
As we know, recognition of Azerbaijani universities in the world arena in recent years, further improvement of our country's position in international evaluation and rating systems are among the main goals facing education. An important part of compliance with the international system is cooperation with successful institutions in the same category.
"LinkedIn" account provides the following opportunities for higher education institutions:
1) Demonstrating the University's activities and attracting potential students
Research shows that more than 129,000 educational institutions are currently registered on the "LinkedIn" platform. According to Forbes, there are more than 40 million students and recent graduates using LinkedIn. This platform helps those students not only in career direction, but also in establishing student-alumni relations, connecting universities with alumni and other institutions (educational institutions, private companies, international organizations, etc.). "LinkedIn" supports the activities of universities and private companies in the career direction of students, implementation of corporate social responsibility projects, etc. promotes the creation of successful collaborations on the subjects, and also creates favorable opportunities for them to attract new, especially foreign, students. That's why LinkedIn is a great opportunity for higher education marketing. Of course, for this, you need to regularly prepare quality content on LinkedIn that highlights the unique aspects of your higher education institution.
To make the most of your university's LinkedIn page, you can:
- to inform future students about the university with university ratings, virtual tours of the campus, information about the application and registration process, images of university life;
- to highlight the university atmosphere, student environment, student-teacher relations with campus news, various activities and initiatives;
- sharing the impressions of students and graduates about the university;
- to showcase the academic, research and extracurricular achievements of students and teachers.
Additionally, you can check out the content marketing plan for universities.
2) Using LinkedIn promotion tools to reach target groups
LinkedIn promotion tools for target group reach can be found here. By effectively using the university's LinkedIn page, it is possible to recruit new professors and administrative staff, thereby increasing access to qualified personnel. Thus, advertising for new job vacancies and the recruitment process can be managed directly through your university's website.
3) Ability to track students and graduates
Your university page on LinkedIn can also be part of your wider social media strategy to provide advice on university life to current students at the institution, as well as highlight career and development opportunities.
Connecting with alumni through the university's LinkedIn page, ensuring their networking, is a positive activity for any higher education institution. Thus, through the "Alumni" section on the "LinkedIn" page of higher education institutions, it is possible to see students who are currently studying at the university or have graduated, and to identify them on this platform. Besides that, through the "Alumni" section, the university can have data on where its graduates currently work, what skills they have and what areas they are interested in.
Thus, a well-designed "LinkedIn" page of each university will enable students and graduates to mention on their pages the institution of higher education they studied or graduated from. This is both PR for the university and helps students and alumni network.
I believe that the "LinkedIn" platform can be an effective means of communication both in these directions and in attracting professors and teachers from foreign universities to cooperate with our local universities.
Sabuhi RZAYEV,
Head of the Public Relations and Communication Department of the Ministry of Science and Education
