How to Use LinkedIn Ads for Student Recruitment Success

13 de June, 2025 Simona Peovska Ads

When it comes to student recruitment, most universities instinctively turn to Google and Meta. But LinkedIn offers a unique opportunity to engage with prospective students, especially for postgraduate, MBA, professional, and international programmes. With over 1 billion users worldwide and a highly educated audience, LinkedIn is the go-to platform for career-minded individuals who are actively thinking about their future.

We’ve seen time and again how effective LinkedIn Ads can be when used strategically. Whether you’re targeting undergraduates with a professional focus or working professionals considering a master’s degree, LinkedIn provides unmatched precision.

LinkedIn Ad Formats That Work for Student Recruitment

Choosing the right ad format is essential for a successful campaign. Here are three top-performing LinkedIn ad formats for universities:

1. Sponsored Content

These native ads appear directly in users’ feeds and blend seamlessly with organic posts. They’re ideal for promoting open days, new courses, student stories, and lead magnets like downloadable brochures.

Tip: Use short, punchy copy with a clear call to action. Video content tends to perform particularly well, highlighting campus life or student testimonials adds a personal touch.

2. Message Ads (InMail)

Message Ads allow you to send personalised messages straight to users’ inboxes. Perfect for promoting webinars, scholarship offers, or course previews.

Tip: Keep it short and focused. Include the recipient’s first name and a strong reason to act now, such as limited availability or early bird benefits.

3. Lead Gen Ads

With pre-filled LinkedIn forms, Lead Gen Ads streamline the inquiry process, making it easier for prospective students to register interest or request a brochure.

Tip: Offer a compelling reason to share contact details, such as a free guide, career support information, or tuition fee insights.

Targeting Options: Reach the Right Students

One of LinkedIn’s strongest advantages is its ability to segment users based on detailed professional and educational criteria. This precision is invaluable for higher education institutions looking to attract the right student profile.

Key LinkedIn Targeting Filters for HE Marketers:

Education Level (e.g. Bachelor’s, Master’s)
Field of Study (e.g. Business, Engineering, Design)
Skills (e.g. Data Analysis, Project Management, Marketing)
Job Title / Function (for executive or MBA programmes)
Industry
Years of Experience
Geographic Location (country, region, city)

By combining these filters, universities can reach prospective students who not only fit the academic criteria but are also primed for conversion.

Conversion Tracking with LinkedIn Insight Tag

To understand what’s working and refine your campaigns over time, robust conversion tracking is a must.

Step 1: Install the LinkedIn Insight Tag

Add the Insight Tag to your university’s website to track visitor behaviour, retarget website visitors, and measure ad performance.

Step 2: Define Key Conversions to Track

For student recruitment, relevant conversions might include:

Brochure downloads
Open day registrations
Contact form submissions
Programme applications
Webinar sign-ups

Pro tip: Use thank-you pages or custom events to track these conversions accurately within your campaign dashboard.

Optimising Your LinkedIn Campaigns for Higher Education

To maximise results from your LinkedIn Ads, you’ll need more than just setup—you’ll need a smart optimisation strategy.

1. A/B Testing

Test different headlines, creatives, CTAs, and ad formats. What works for undergraduates may not work for MBA candidates.

2. Use Lookalike Audiences

Create matched audiences from previous applicants or website visitors and let LinkedIn find similar users.

3. Retarget Website Visitors

Nurture users who didn’t convert on their first visit with tailored messaging based on their behaviour.

4. Monitor Ad Frequency

Higher education buying cycles can be long, but bombarding users too often can have a negative effect. Keep an eye on ad fatigue.

5. Segment by Funnel Stage

Use broad ads for awareness (e.g. why study with you) and more specific formats like Lead Gen Ads as prospects move down the student recruitment funnel.

Best Practices for LinkedIn Ads in Higher Education

To sum up, here are our top tips for running effective LinkedIn campaigns for student recruitment:

Use eye-catching visuals and authentic student stories
Always include a clear, compelling call to action (CTA)
Segment your audience precisely—don’t waste budget on irrelevant clicks
Track conversions and optimise continuously
Align ad content with where users are in the recruitment journey
Don’t forget mobile—most LinkedIn users access the platform on their phones

Conclusion

LinkedIn Ads may not be the first platform you think of for student recruitment, but it could be your most strategic one. Especially for targeting international, postgraduate, and professional learners, LinkedIn offers a level of targeting and intent that other platforms simply can’t match.

Need help planning or managing your LinkedIn recruitment campaigns? At Next Level Higher Ed, we specialise in digital marketing for universities. Get in touch at hello@nextlevelhighered.com to find out how we can help your institution reach the right students, in the right places, at the right time.