How Should I Use LinkedIn For School Marketing?

What is LinkedIn?

LinkedIn is a social network designed for the business and professional community. It has evolved over the years with many people calling it “The New Facebook”. It is a crucial part of School Marketing with more users and parents on the network than ever before. It is commonly overlooked that Schools should only use LinkedIn for recruitment purposes. Stories showcasing Alumni, student and staff achievements sit perfectly on LinkedIn.

How can my school use LinkedIn?

LinkedIn works similarly to Facebook with your School having a “Page” that can be managed by several users. We recommend that your Marketing team should manage LinkedIn. We have also seen some Schools' LinkedIn be managed by the head of school which is a great way of differentiating your content from your other channels.  

Examples of content your school could share:

Content Ideas
Alumni Achievements
Staff/Teacher Stories
Collaborations With Organisations
Fundraising/Community Events
School Achievements
Success Stories
Updates From The Head

Here are some great examples of how @Hong-Kong-International-School and @The-Field-School have used LinkedIn:

As well as sharing a window into your school, LinkedIn has some great functionalities for increasing engagement on your page.

Groups

You are able to create groups which can be dedicated to specific communities at your school. These are commonly used for Alumni as a place to talk about events /activities happening at the School. These are run by admins rather than the pages themselves. @Harvard-Westlake-School seen below have an Alumni group with over 2000 members!

Events

Utilising this feature allows you to organically promote events such as open days whether it is in-person or online. In the example below @RidleyCollege are using this feature to promote an education conference. You can also run paid advertising campaigns on these events to help them reach an even wider audience.

School Page

One important aspect of LinkedIn specifically for Schools is the ability to have a School Page. Commonly, LinkedIn School pages are first set up as a Company but you are able to complete a form and Switch to a School Page. This essentially switches the priority between employees towards Alumni. You can see in @american-school-of-madrid’s LinkedIn how there is information and links to see more about their Alumni.

If you would like further assistance in getting the best out of LinkedIn, please reach out the social@interactiveschools.com.