FIRST FINANCE Institute (FFI) came online in 2014 to offer busy professionals around the world an anywhere, anytime opportunity to upskill themselves and earn a career-boosting finance certificate from the likes of Columbia Business School, The Wharton School, UNC Kenan-Flagler and HEC Paris. As more people embrace lifelong learning, interest runs high but the challenge for FFI is converting this general interest into actual enrolment. How an online executive education specialist is scoring high by using LinkedIn to engage prospective learners Che Mok, Chief Marketing Officer who leads FFI’s digital marketing efforts for programmes delivered by US business schools, relies heavily on LinkedIn to drive enrolment. “LinkedIn is a perfect match for us on several levels,” he said. “Demo

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