How Seton Hall Law School used labor market data to increase program enrollment by 50%

The COE Forum’s Lauren Edmonds and representatives from Burning Glass Technologies hosted Sarah Jensen, Executive Director of Marketing at Seton Hall Law School, to discuss her successful recruitment campaign using labor market data.

Jensen had requested the COE Forum analyze Burning Glass’s labor market data to understand demand for financial services compliance professionals. She then incorporated that analysis into a LinkedIn recruitment campaign for the School’s Master of Jurisprudence in Financial Services Compliance. The successful campaign boosted the program’s inquiries and applications—ultimately increasing its enrollment by more than 50 percent!

You can download the presentation slides, download the recording, or read the panelists’ answers to questions from the audience.

Panelists:

  • Lauren Edmonds, Consultant, EAB
  • Bryce Aspinwall, Consultant-Higher Ed, Burning Glass Technologies
  • Sarah Jensen, Executive Director of Marketing, Seton Hall Law School

What type of program did Seton Hall Law School recruit for?

This campaign recruited students for a fully online, part-time master’s degree. You can learn more about the Seton Hall Law School Master of Jurisprudence in Financial Services Compliance on their website. The program teaches students about relevant law surrounding the financial services industry, and how to apply that knowledge to real-world situations.

Use labor market data to double program enrollment

Can you tell me more about how the labor market data was used?

The labor market data provided messages for the recruitment materials, as well as directed where to target those recruitment materials. In the data analysis, we had focused on employer demand for applicants with a graduate degree and the skills developed through this program. The analysis wasn’t explicitly for someone with an “MSJ in financial services compliance,” because as a niche degree most employers that would hire graduates likely wouldn’t be aware this is the particular type of program students needed to complete.

The program had already been developed, so in this case Seton Hall Law School didn’t use the labor market data to create the program curriculum. For other programs and institutions, however, the COE Forum has analyzed Burning Glass Labor Insight data to identify which skills to teach, and which types of jobs to prepare students to do.

As Sarah mentioned, the program will periodically want to update the labor market data to ensure their messages and targeting are still accurate. The frequency at which programs update their labor market data depends on their resources to conduct the research and develop updated materials, but most COE members intend for their labor market information to be usable for one to two years before needing to be refreshed.

What was the creative process to translate the market demand briefing into the infographic?

Sarah executed the LinkedIn campaign internally with an in-house web designer without hiring additional marketing support. They selected an infographic template and populated the messages and data points. After a few iterations to get the visual aspects (e.g., the color, the font) correct, they were ready to launch the campaign. The creative process required 25 to 30 hours in total spread across one month. Sarah noted that month-long timeframe served them well because after each iteration they could pause before returning to the work, giving them a fresh perspective on each version.

How did Seton Hall Law School structure the advertising campaign?

Ultimately, the infographic was the source for smaller advertisements shown on LinkedIn, where the program had already been sponsoring recruiting advertisements. Those click-through advertisements send prospective students to the program landing page.

Interested prospective students then can submit information about themselves to learn more. The program website asks their name, phone and email contact information, as well as their highest level of education completed. This series of questions can differ by the program of interest; in this case, Seton Hall Law School asks about students’ educational attainment to confirm they qualify for a graduate-level program. You can use the COE Forum’s Inquiry Form Builder for best practices in designing a similar request form information.

LinkedIn was the right venue for this program’s recruitment, because:
1. LinkedIn offered the ability to target prospective students by their job type, location, and employer.
2. The audience was professionals already working in the financial services field, making that targeting possible.

LinkedIn won’t be the right channel for all programs—use the COE Forum’s Social Media Marketing Channel Primer to explore which channel is right for your program. Seton Hall Law School hasn’t expanded to include the labor market data on the program landing page or elsewhere in their recruitment materials, as that’s largely a decision due to internal resources. After the data is updated it will go onto the program landing page, but at almost two years old it’s too outdated to include now. Labor market data is a valuable way to help students understand their potential outcomes after enrolling, and can be a good fit for any channel in your recruitment strategy.

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