A Matter of University Survival - Career Search Education

Career Search Education A Matter of University Survival

Please Help me
put my degree
to work!

Our Discussion Today
 Need Versus Reality: the
Current State of Career
Search Knowledge

 A Proposed Approach to
Answering the Needs
 The Impact of Adoption
Q&A
Copyright© 2012 By Boyer Management Group. All Rights Reserved.
www.boyermanagment.com

2

For 2014 thru 2016 Graduates…
Some facts worth considering…
THE COST OF A TRADITIONAL BACHELOR’S DEGREE
Source: CollegeBoard.Com

Tuition , Room & Board, Books & Fees

State College or University

$25,800 per year, times 4-5 years

Private College or University

$48,500 per year, times 4-5 years

 96% of respondents to a CollegeBoard.com survey said
their top 2 reasons for getting a degree was to increase
job opportunities and to improve earnings potential.
 Key question: “Will I justify the cost of my college
education by getting a decent job in my field of
interest?”

3

A Driving Force Behind Enrollment Choice
UCLA’s national survey responses from an average of 200,000 freshmen
at 260+ U.S. colleges and universities, per by US News & World Report.

“I chose this school because its graduates get good jobs.”
58.00%
57.00%
56.00%

55.00%
54.00%
53.00%
52.00%
51.00%

2011

2012

2013

2014 (proj.)

Source: Robert Morse, director of data research for U. S. News & World Report http://www.usnews.com/education/blogs/college-rankings-blog


4

How Important are Jobs to People?
 The Gallup Organization said it was
the # 1 or 2 Issue in America for
the last forty eight months.
 The PEW Research center says it is
of concern to 84% of the people as
a key issue in 2013.
 Right Management reported that
86% of people surveyed were
actively or passively seeking new
employment this year.

5

A Hot Topic of Conversation
“Today’s grads are not prepared for the workplace.”
 Google “grads not prepared for workplace” = 2.2 M hits.
 In the past 45 days related stories have appeared in:

 The need for career search education can be found in more than
1000 LinkedIn group discussions monthly:

 At NACE, EACE and other employer/higher ed group conventions.
 A stubbornly held view by many, many hiring managers.

6

Job Skills and a Degree Are Not Enough
Each month over the past 18 months, employers have
consistently had 3.0 – 3.7 million openings they could not
fill, even though there were at least 7.0 million people with
the ideal skills to fill those openings…
source: Bureau of Labor Statistics


7

Career Search Challenges

Director, College Career Center

“ Being hired today is almost a
science in itself. All the stuff you
have to navigate just to get near
the top of an employer’s list. It’s
not enough just to have a
degree…you have to have the
skills necessary to get hired so
you can put that degree to
work.”


8

Consider A Slightly Different Perspective
On average, college graduates receive about 8 hours of education on
conducting a career search where they will spend their next 40 years.
40 years spent
On average, high school students
spend about 300 hours educating
themselves on where they will
spend their next 4 years.

in working

career
education
8
hours

300 hours
education

4 Year
Academic
Career


9

Are Higher Ed’s Priorities Consistent?
If post-academic employment is a driving factor…
 What is a good student : faculty ratio? 25:1? 20:1? Lower?
 What is the average student : career services ratio?
according to NACE (2013).

1,645:1,

 Add to this burden the career support that alumni ask of
career services…
 Bottom line: as is currently
configured, career services
cannot support the needs of
our students in career search
education as long as career
search ed is student driven!

10

Job Search Readiness
In 2009 BMG built a job search competency model, based on
subject matter experts who interviewed 25,000+ people for jobs
(entry level to senior leader, virtually all employment sectors).
 Career Research
 Career Search Preparation
 Interview Preparation
 Effective Interviewing
 Interview Follow-Up

Our model measures what people know about
current and emerging best practices
in conducting an effective job search.

11

In 2012 several thousand people completed our career
search readiness assessment (GEPA℠):
 Academically strong programs.
 Strong career services function (200:1 or lower
ratio of students to career services staff).
 Students had completed at least one internship
in their major.
 75%+ were taught life & professionalism
skills as a freshman, with every subsequent
class grading 10-15% of final grade on
those skills.


12

In 2012 several thousand people completed our career
search readiness assessment (GEPA℠):
 Average US college student – 36.6%
 First generation college student – 33.8%
 State university student – 36.3%
 Private college or university – 39.1%

 Average US adult employee – 44.6%
 White collar professional – 47.2%
 Blue collar professional – 41.7%

 Average US HR professional – 52.9%
 Average US career services professional – 56.1%

13

Einstein Would Call This INSANITY:
Doing the same thing
over and over again,

without changing any
of the variables, but

expecting different
results!

14

Our Next Topic
Search Knowledge

Answering the Needs
Q&A

15

How Do People Get the Best Jobs?

You just have to be ‘quicker’ than your competition!

16

Two-Fold Career Search Education
Career search education as a
graduation requirement for
students who plan to enter the
workforce following school.
Career search education as a an
elective for alumni and adult
education.


17

Case Study: Wake Forest University
 Enrollment 7,400
 2012 95% placement
vs. 66% nationally.
 All students take one
mandatory Career Ed
course each year of their four-year academic career.
 May 2013 Inside Higher Ed article. “Career
Services Must Die” by Andy Chan, VP
Career Services at Wake Forest. Download
his free Roadmap for Transforming the
College to Career Experience.

18

Career Search Education for Students
 At minimum, one semester or quarter for every student
who plans on entering the workforce following school.
 Applies to undergrad and grad students.
 Focus on the core skills of conducting an effective career search.

 Ideally begun 8-14 months prior to
student’s graduation so that he or she
conducts his or her job search as part
of the course.

 Objective: a job offer in hand before
diploma is in hand.

19

Four Aspects of Career Search Education
Utilize the GEPA℠
Development Guide as
course e-textbook.
.

Utilize the online GEPA℠
Assessment as both a
pre- and post course
assessment.

Assessment

Textbook

Delivery

Curriculum

Delivery can be both
traditional ground
and virtual classrooms.


Utilize the From
Classroom to Career℠
modular curriculum.
20

Course Assessments
 Use GEPA℠, the Graduate Employment
Preparedness Assessment℠ to establish a
baseline score for each student.
 Taken on the Measured Success platform.

Administered on the
highly trusted

platform.

 Takes ~40 minutes to complete online.
 Could be completed as a homework assignment

 Teach a course on career search education (utilizing the GEPA℠
Development Guide as the textbook).
 Reassess at course conclusion to measure learning outcomes.
 Measured Success randomizes the GEPA℠ Assessment questions in
order to assure validity and correlation.
 Ideal to serve as a final exam if proctored in class.

21

The Ideal Textbook
 The GEPA℠ Development Guide is
an e-textbook containing 1,840
career search best practices.
 Written for the Millennial
learner and fully hyperlinked.
 Downloaded upon completion of
the GEPA℠ Assessment.
 Under $100 (vs. $109 average US
textbook cost in 2013).
 ~150 pages of classic textbook
plus 210 pages of collateral
reading, templates, resources
and assorted job aids.
>>>>

22

From Classroom to Career℠ Curriculum
 For schools that do not
want to develop their
own.
 Topical PowerPoint
modules.
 Tied to the GEPA℠
Development Guide.
 ~60 modules currently
available
 Skinned for the institution (logo and color palette).
 Blank templates are available for schools that want to develop
their own curriculum.

23

Delivering the Curriculum

 Traditional classroom using lecture, discussions, pairs/triads
problem solving, and other conventional approaches.
 Virtual classroom delivery using platforms like GoToMeeting
and WebEx – can be done simultaneously with ground class.
 Can record the presentation and use for e-learning modules.
 PowerPoint format allows FC2C to be input into common university
learning platforms such as Blackboard.

24

Career Search as an Adult Ed Elective
How many working adults live within 16 miles of your campus?
 Tens to hundreds of
thousands of people.
 Most want and need
Career Search Ed, and
are happy to pay you to
teach them.
 Some classrooms are
unused in the evening.

 Teach Career Search Ed
with adjunct faculty.
 New revenue stream!

25

Career Search Ed for Alumni
Is your alumni base as engaged as you’d like them to be?
 Statistically, most would welcome assistance in Career Search Ed.

 Offer virtual Career Search Ed classes to your alumni scattered
across the globe.
 If you help them with career success, where will they send their
children and who will they want to support financially ?


26

Our Next Topic
Search Knowledge

Answering the Needs
Q&A

27

How Career Search Ed Adds Value
Answers the question: “how will you help me to get a job after my
graduation?”

1. It offers colleges and universities a significant competitive
advantage in boosting enrollment and retaining students, versus
those institutions which do not teach Career Search Ed.
2. It will positively impact the school’s career placement
statistics and positions the institution’s students as a
better group from which to recruit to fill openings.
3. It makes the learner own his or her career search by
teaching him or her HOW to conduct it effectively.
4. It boosts the effectiveness of the services offered by your Career
Center, focusing on helping job seekers execute what they know.

28

How Career Search Ed Adds Value
5. Reverse declining operating margins by
providing new sources of revenue:
 Adult Ed and Continuing Ed courses in
career search on America’s hottest topic: JOBS.


Increase facility utilization.



Increase ability to engage and draw from a grateful community
for traditional undergrad & graduate programs.

6. By increasing the value of an institution’s education you can reduce
the amount of institution-subsidized financial aid while keeping
standards and enrollment high.
7. Your alumni base is inclined to increase alumni giving and insist
their children go to your school.

29

Summary: How Career Search Ed…
…Benefits Everyone!
 Students and Alumni are equipped to
get a better job faster in their fields of
interest.
 The community is engaged with much
needed answers in the area of their
largest concern: JOBS.
 Employers get new employees better
prepared for the workplace.
 The institution realizes new streams of
revenue, improved endowment, better
enrollment and retention, and greater
relevance.

30

Our Last Topic
Search Knowledge

Answering the Needs
Q&A

31

A Matter of University Survival - Career Search Education

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