Applicant Funnel Analysis and Outreach Support for Niche Master Programme

Background 

In 2024, the Estonian Academy of Music and Theatre (EAMT) engaged EduEnable to support international recruitment for its English-taught MA in Cultural Management. While the programme was well regarded in the cultural sector, international applications had become uneven in both volume and quality. The institution sought to understand where drop-offs were occurring in the admissions process and how outreach could be improved, particularly through more strategic use of LinkedIn. 

EduEnable’s Approach 

EduEnable began by conducting a structured analysis of the programme’s application data and outreach materials. The review revealed that while initial interest remained steady, there was significant drop-off before application submission. The geographic spread of applicants had narrowed, and the programme lacked structured engagement to guide potential candidates through the funnel. 

To validate the findings and align next steps, EduEnable facilitated a focused discussion with EAMT staff. This session helped clarify institutional priorities and provided a platform to co-develop actionable responses. 

Following this, EduEnable designed and delivered a tailored LinkedIn training, focused on the specific context of performing arts and cultural education. The session covered platform strategy, content planning, and audience engagement, and included practical support in setting up and optimising EAMT’s LinkedIn presence. The emphasis was on sustainable, low-resource outreach practices suitable for small teams. 

Outcomes 

The recommendations resulting from the analysis and training were formally adopted by the university. In the following recruitment round, staff reported increased confidence in managing outreach and noted clearer alignment between applicants and the programme’s target profile. 

As shared in a follow-up exchange from the programme coordinator: 

“We’re definitely seeing quality over quantity this time around… I’m sure that without the help from EduEnable, we would not have achieved this.” 

While modest in scale, the engagement offered high-leverage input at a critical moment, helping a small team reframe its outreach practices in a way that was both realistic and effective.