This document traces the evolution of university career services from the Clipboard Era to the present Smart Phone Era, as the field has adapted to technological changes. It discusses how career services must now focus on outcomes, accountability, and analytics rather than placement. The document also explores how career services organizations are using technology to manage relationships, events, data and more. Finally, it discusses opportunities for the Career Center of 2020 to demonstrate its value through innovative uses of technology.

1. Career Service 3.0
Using Technology to Connect Students with
Employers through University Career Centres:
The Past, Present and Future

2. The Evolution of Career Service
in the United States
The Clipboard Era
(up to early 1990s)
The Floppy Disk Era
(The 1990s)
The Internet Era
(The 2000s)
The Smart Phone Era
(2010-Present)

3. The Evolution of Career Service
Technology in the United States
The Clipboard Era
(up to early 1990s)
The Floppy Disk Era
(The 1990s)
The Internet Era
(The 2000s)
The Smart Phone Era
(2010-Present)
• Clipboards
• Bulletin Boards
• Phones
• File Cabinets & Paper
• Resource Libraries
• One Size Fits All
• Computers (non-networked)
• Computer-based Automation Systems
• Web 1.0: Online Job Boards
• File Cabinets & Paper
• Resource Libraries
• One-Size Fits All
• Local Area Networks
• Web 2.0: Online Job Boards,
Libraries & web-based
Automation Systems
• Bulletin Boards
• Email & Phones
• File Cabinets &Paper
• Limited Customization
• Web/cloud-based Automation
Systems, Information Services &
Resources
• Web 3.0: Intelligent & Unique UI
• Digital Files and Archives
• Email, Text, Video, Chat
• Data, Analytics & Accountability
• Hyper-customization

4. U.S. Career Services in 2013
• Administration is paying attention, but
value proposition/role is not clearly defined.
• Must provide career services to all, not
placement services to some
• Focus on Outcomes, Accountability and
Analytics
• Cannot “place” students or force Students
or Employers to use services
• Budgets are flat while expectations
increasing
• “Fuzzy” understanding of Career Service on
campus presents new opportunities!

5. Campus Recruiting in 2015 &
Beyond: Agree or Disagree?
• Online networking events and social media interactions will
replace face-to-face events such as career fairs.
81% Disagreed
• Because all company and position information can found
online, career services will become consultants rather than
brokers.
73% Agreed
• Career Services will become the new entrepreneurs on campus
by generating new revenue and showing ROI.
73% Agreed
Source: 2011 NACE Conference – Grapevine TX

6. The career management
landscape has changed
THEN: During the 20th century when employees
occupied a permanent job, individuals could count on
bureaucratic organizations to provide a grand
narrative about how their lives would unfold.
NOW: Today, individuals can no longer plan to work
30 years developing a career within the boundaries
of one job or even one organization. Instead, during
their lifetimes they may expect to occupy at least 10
jobs, more properly called assignments.
(Saratoga Institute)

7. U.S. Career Services
Organization Chart
Executive
Leadership
Research
Employment
Outcomes
Student
Engagement
Student
Satisfaction
Student Retention
Meeting Planning &
Logistics
Interviewing:
in-person and
computer-mediated
Employer-Student
Engagement
Events
Career Fairs
Employer Outreach
Proactive
Relationship-
building
Opportunity
Generation
Marketing
Communications
To Students
To Employers
To Alumni
To Faculty & Staff
Counseling, Advisi
ng & Testing
Career Counseling
Career Testing and
Assessment
Career Coaching
Peer Advising

8. Career Services Automation Tools
(like the CSO System) help Career Centres
Manage
EVENTS: Career Fairs and other Career
Events, On-campus Interviewing
INCOME: Collection and Allocation
RELATIONSHIPS:
Students, Alumni, Employers, Faculty, Men
tors
ADVISING: Observations, Follow-
up, Scheduling, Tracking
DATA: Resumes, Job/Internship
Postings, Applications, Observations, Dem
ographics, Placement
Communicate
Students, Employers, Faculty, Staff, Alum
ni & Mentors
Via email, text and social media
Monitor & Measure
Analytics
Student Activity
Employer Activity
Candidate Flow
Job Market Trends
Outcomes
Employment & Graduate School
Outcomes
User Satisfaction
Program Quality
Integrate
Partner Information Services &
Resources such as . . . .

9. Career Service Information
Career Exploration
• Going Global
Job Search Preparation
• CareerSpots
Job Search
• CSO Connect
• Indeed.com
• Internships.com
Employment Research
• CSO SelectSurvey.NET

10. Career Service Resources
Social Media
• LinkedIn
• Facebook
• Twitter
Testing & Inventories
• CPP/MBTI/Strong
Job Search Preparation
• CSO Resume/CV Creator
• InterviewStream

11. The College Students of 2020
 See their educational futures built almost entirely
around technology
 Are going to expect more connectivity and
creativity from colleges
 Are restless with traditional forms of learning and
eager to incorporate into their education the
electronic tools that have become omnipresent in
their lives (smartphones, laptops, iPads, iPods, etc.)
The College of 2020: Students: Chronicle Research Services. By Martin Van Der Werf and Grant Sabatier, June 2009.

12. The opportunity . . . .
The Career Center of 2020 has the opportunity to
demonstrate its value as:
– Consultant rather than gatekeeper
– Partner rather than provider
– Technology Innovator rather than follower
– Entrepreneur rather than administrator
– Revenue Producer to support new initiatives
Creative, Nimble and Proactive

13. Matt Berndt
Director, Communication & Career Services @ CSO Research, Inc.
matt@csoresearch.com
http://www.linkedin.com/in/mattberndt
@mattberndt
Copyright © 2013 Matthew Berndt
20 years in career services and employment
Thanks!