Hiring Practices and Attitudes: Traditional vs. Online Degree Credentials

August 18, 2010
SHRM Poll: Hiring Practices and Attitudes:
Traditional vs. Online Degree Credentials
Commissioned by:

Hiring Practices and Attitudes – Traditional vs. Online Degree Credentials| Commissioned by eLearners.com ©SHRM 2010
Definitions
 All colleges and universities discussed in this survey, whether online or traditional, are assumed
to be accredited institutions.
 Online degrees: The majority (80% or more) of the courses to complete degree requirements
are taken online.
 Traditional degrees: The majority of the courses (80% or more) to complete degree
requirements are taken at a brick-and-mortar campus, with face-to-face instruction in a physical
classroom.
Types of accredited institutions that offer online degrees:
1) The online degree is offered by a traditional brick-and-mortar educational institution:
• Public brick-and-mortar universities that also offer online education (e.g., UMass Online,
Penn State Online, Bowling Green State University, etc.)
• Private, for-profit brick-and-mortar universities that also offer online education (e.g.,
University of Phoenix, Grand Canyon University, Ashford University, etc.)
• Private, not-for-profit brick-and-mortar universities that also offer online education (e.g.,
Saint Leo University, Drexel University Online, Bellevue University, etc.)
2) Only an online degree is offered, no traditional brick-and-mortar educational institution exists:
• 100% distance learning universities (no physical classrooms or campuses) (e.g., Walden
University, Capella University, California Coast University, etc.)
2

Key Findings
• More than one-third of organizations (34%) reported that job candidates who have obtained
their degrees online were viewed as favorably as job applicants with traditional degrees (i.e.,
brick-and-mortar).
• More than one-half of organizations (55%) indicated that if two job applicants with the same
job experience were applying for a job, it would not make a difference whether the job
candidate’s degree was obtained through an online or traditional (i.e., brick-and-mortar)
degree program.
• The higher the position in the organization, the less acceptable the online degree credentials.
Four out of 10 organizations (43%) indicated that an online degree credential is acceptable for
a job applicant seeking an entry-level position, but only 15% of organizations indicated that an
online degree is acceptable for a job applicant seeking an executive-level position.
• Only 11% of organizations stated that job candidates frequently or always identified on their
resumes whether their degrees were obtained through an online degree program.
• 79% of organizations indicated that they had hired a job applicant with an online degree in the
last 12 months.
3

How strongly do you agree or disagree with the following statements
about accredited online courses and/or degree programs versus
accredited traditional (i.e., brick-and-mortar) courses and/or degree
programs?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Distance learning online education (no physical classrooms or campuses) (e.g.,
Walden University, Capella University, California Coast University) are equally
credible to online degree programs that are associated with traditional
universities (n = 444)
Online degree programs are equally credible to traditional degree programs (n =
448)
Individual courses (as opposed to online degrees) taken online are equally
credible to traditional university courses (n = 433)
The current economic recession has led to an increase in the number of job
applicants with online university degrees (n = 430)
Job applicants with traditional degrees are preferred by my organization to
applicants with online degrees, presuming work experiences are similar (n = 442)
Online degrees are viewed more favorably today than five years ago (n = 443)
13%
9%
3%
1%
4%
2%
48%
42%
24%
27%
36%
11%
32%
40%
63%
59%
45%
68%
7%
9%
10%
13%
15%
19%
Strongly disagree Disagree Agree Strongly agree
4

How strongly do you agree with the following statements about
accredited online courses and/or degree programs versus accredited
traditional (i.e., brick-and-mortar) courses and/or degree programs?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Distance learning online education (no physical classrooms or campuses)
(e.g., Walden University, Capella University, California Coast University) are
equally credible to online degree programs that are associated with traditional
universities*
Online degree programs are equally credible to traditional degree programs
Job applicants with traditional degrees are preferred by my organization to
applicants with online degrees, presuming work experiences are similar
The current economic recession has led to an increase in the number of job
applicants with online university degrees
Individual courses (as opposed to online degrees) taken online are equally
credible to traditional university courses
Online degrees are viewed more favorably today than five years ago
39%
49%
60%
72%
73%
87%
47%
63%
59%
68%
90%
2009 2010
5
2010 Compared With 2009
Note: Figure represents “agree” and “strongly agree” responses. *This option was not available in 2009.

• The current economic recession has led to an increase in the number of job applicants with online
university degrees (by operations): Organizations with U.S.-based operations were more likely than organizations
with multinational operations to agree that the current economic recession has led to an increase in the number of
job applicants with online university degrees .
• Online degree programs are equally credible to traditional degree programs (by union status): Organizations
with unionized employees (53%) were more likely than non-unionized (39%) organizations to agree that online
degree programs are equally credible to traditional degree programs.
6
Comparison by Organization’s Operations and Union Status
How strongly do you agree with the following statements about
accredited online courses and/or degree programs versus accredited
traditional (i.e., brick-and-mortar) courses and/or degree programs?

Are job candidates who have obtained their degrees online viewed
more favorably or less favorably than job applicants with traditional
degrees (i.e., brick-and-mortar)?
49%
34%
0%
16%
0%
10%
20%
30%
40%
50%
Less favorably As favorably More favorably Not sure
7
Note: n = 446. Percentages do not total 100% due to rounding.

In your experience, how often do job applicants identify on their
resumes whether their degrees are obtained through an online degree
program?
0%
10%
20%
30%
40%
50%
Never Seldom Occasionally Frequently Always
21%
47%
22%
8%
2%
17%
45%
27%
10%
1%
2009 2010
8
Note: “Not sure” responses were excluded from this analysis.

Generally speaking, as an HR professional, how do you assess whether
a university degree identified on a job applicant’s resume has been
acquired through an online degree program?
0% 10% 20% 30% 40% 50% 60% 70%
Other
The university name is checked against a pre-established list of
universities that offer online degrees
The institution is located in a different region than where the
applicant resided during the period that the degree was
obtained
The applicant openly identifies it as such on the resume
It cannot be determined by looking at the job applicant’s
resume
Certain university names are easily identified as offering online
degrees (e.g., University of Phoenix, Kaplan University, Everest
University, Capella University)
6%
2%
3%
9%
15%
64%
9

Generally speaking, how acceptable is an online degree credential for a
job applicant seeking…
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
An executive level position (e.g., CEO, CFO, etc.)? (n =
430)
A management-level position (e.g., director, manager,
supervisor)? (n = 431)
A mid-career level position (e.g., analyst, specialist)? (n =
431)
An entry-level position (e.g., assistant, coordinator)? (n =
434)
42%
24%
9%
3%
28%
37%
35%
15%
15%
20%
33%
43%
15%
19%
23%
40%
Not at all acceptable
Somewhat acceptable
Acceptable
It does not make a difference whether the degree was obtained online or traditionally
10
Note: Percentages may not total 100% due to rounding.

If two job applicants with the same job experience were applying for
the same job at your organization, what type of educational credential,
if any, would tip the balance in one candidate’s favor?
0% 10% 20% 30% 40% 50% 60%
Educational credentials that include a degree from an
accredited online degree program
Educational credentials that include a degree from an
accredited traditional (i.e., brick-and-mortar) degree program
It does not make a difference whether the degree was obtained
through an online or traditional (i.e., brick-and-mortar) degree
program
0%
46%
55%
11

When evaluating the educational credentials of job applicants, how favorably or
unfavorably do you view the degrees obtained from each of the following types
of online educational institutions viewed compared with degrees obtained
through a traditional degree program?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
100% distance learning university (no physical classrooms or
campuses) (e.g., Walden University, Capella University,
California Coast University, etc.) (n = 411)
Private, for-profit brick-and-mortar university that also offers
online education (e.g., University of Phoenix, Grand Canyon
University, Ashford University, etc.) (n = 412)
Private, not-for-profit brick-and-mortar university that also
offers online education (e.g., Saint Leo University, Drexel
University Online, Bellevue University, etc.) (n = 409)
Public, brick-and-mortar university that also offers online
education (e.g., UMass Online, Penn State Online, Bowling
Green State University, etc.) (n = 412)
17%
6%
3%
2%
41%
21%
14%
7%
34%
51%
58%
57%
6%
14%
16%
17%
2%
9%
9%
18%
Very unfavorable Somewhat unfavorable Just as favorable - neither more nor less favorable Somewhat favorable Very favorable
12
Note: Percentages may not total 100% due to rounding.

Applicant with an associate’s degree
0% 10% 20% 30% 40% 50% 60% 70%
online or traditionally (i.e., brick and mortar)
Applicant B: The only educational credential is a traditional
degree (e.g., an associate’s degree in criminal justice from a
brick-and-mortar institution)
Applicant A: The only educational credential is an online
degree (e.g., online associate’s degree in criminal justice)
64%
36%
1%
13
If job applicants with the same job experience and same level of education were
applying for the same job at your organization, what type of educational
credential, if any, would tip the balance in one candidate’s favor?

Applicant with an undergraduate degree
0% 10% 20% 30% 40% 50% 60%
online or traditionally (i.e., brick-and-mortar)
Applicant B: The only educational credential is a traditional
degree (e.g., a bachelor’s degree in information technology
from a brick-and-mortar institution)
Applicant A: The only educational credential is an online
degree (e.g., an online bachelor’s degree in information
technology)
48%
52%
0%
14
Note: n = 402. Percentages may not total 100% due to rounding.

Applicant with an undergraduate and a master’s degree
0% 10% 20% 30% 40% 50%
through an online or traditional (i.e., brick-and-mortar) degree
program
Applicant D: An undergraduate degree is a traditional degree,
and a master’s degree is an online degree
Applicant C: An undergraduate degree is an online degree, and
a master’s degree is a traditional degree
Applicant B: Both educational credentials are traditional
degrees (e.g., a bachelor’s degree in liberal arts and a master’s
degree in education from a brick-and-mortar institution)
Applicant A: Both educational credentials are online degrees
(e.g., an online bachelor’s degree in liberal arts and an online
master’s degree in education)
39%
15%
5%
41%
0%
15

Generally speaking, how strongly do you agree or disagree with the
following statements about accredited online degree programs and
accredited traditional degree programs?
Strongly
Disagree
DisagreeAgree
Strongly
Agree
Graduates of online degree programs have greater self-discipline than students who graduated
from traditional degree programs (n = 281)
6% 59% 21% 14%
Graduates of traditional degree programs have greater self-discipline than students who
graduated from online degree programs (n = 272)
3% 67% 24% 6%
Graduates of traditional degree programs communicate more effectively than students who
2% 41% 42% 14%
Graduates of online degree programs communicate more effectively than students who graduated
from traditional degree programs (n = 287)
15% 73% 8% 4%
Graduates of online degree programs have better time management skills than students who
graduated from traditional degree programs (n = 269)
7% 64% 19% 10%
Graduates of traditional degree programs have better time management skills than students who
4% 66% 24% 5%
Online education is easier than traditional, face-to-face education (n = 317) 12% 48% 31% 10%
Traditional, face-to-face education is easier than online education (n = 322) 13% 69% 17% 2%
Online education is lower in quality than traditional, face-to-face education (n = 312) 13% 44% 35% 9%
Traditional, face-to-face education is lower in quality than online education (n = 337) 25% 72% 2% 1%
Graduates of traditional degree programs are more motivated than students who graduated from
online degree programs.(n = 273)
4% 62% 27% 7%
Graduates of online degree programs are more motivated than students who graduated from
traditional degree programs (n = 272)
8% 70% 15% 7%
Even if an online degree credential is from a reputable institution with name recognition, if it was
earned online, it will be considered less credible (n = 327)
11% 51% 35% 4%
16
Note: Percentages may not total 100% due to rounding. “Not sure” responses were excluded from this analysis.

In the last 12 months, has a job applicant with an online degree applied
for a position at your organization?
Yes, 78%
No, 22%
17
Note: n = 254. “Not sure” responses were excluded from this analysis.

In the last 12 months, did your organization hire a job applicant with an
online degree?
Yes, 79%
No, 21%
18
Note: n = 151. “Not sure” responses were excluded from this analysis. Only organizations where a job applicant with an online degree applied for a position
in the last 12 months were included in this analysis.

Demographics: Organization Industry
Industry
Manufacturing—other 14%
Health care, social assistance (e.g., nursing homes, EAP providers) 11%
Services—professional, scientific, technical, legal, engineering 11%
Educational services/education 7%
Financial services (e.g., banking) 6%
Other services (e.g., nonprofit, church/religious organizations) 5%
Government/public administration—federal, state/local, tribal 4%
Retail/wholesale trade 4%
Manufacturing—auto/auto-related 4%
19

Demographics: Organization Industry (continued)
Industry
Insurance 3%
Construction, mining, oil and gas 3%
High-tech 3%
Consulting 3%
Services—accommodation, food and drinking places 3%
Arts, entertainment, recreation 3%
Telecommunications 2%
Transportation, warehousing (e.g., distribution) 2%
Biotech 2%
Publishing, broadcasting, other media 2%
Real estate, rental, leasing 2%
Utilities 1%
Association—professional/trade 1%
Pharmaceutical 1%
Other 4%
20

Demographics: Organization Sector
4%
6%
15%
25%
50%
0% 10% 20% 30% 40% 50% 60%
Other
Government sector
Nonprofit organization
Publicly owned for-profit organization
Privately owned for-profit organization
21
Note: n = 377

Demographics: Organization Staff Size
9%
29%
23%
28%
11%
0%
10%
20%
30%
40%
50%
1 to 99 employees 100 to 499 employees 500 to 2499 employees 2500 to 24999
employees
25000 or more
employees
22
Note: n = 249

Demographics: Other
23
Note: n = 384
U.S.-based operations 70%
Multinational operations 30%
Single-unit company:
Companies in which the
location and the company
are one and the same.
30%
Multi-unit company:
Companies that have more
than one location.
70%
Multi-unit headquarters determines
HR policies and practices
46%
Each work location determines HR
policies and practices
5%
A combination of both the work
location and the multi-unit
headquarters determine HR
policies and practices
49%
Is organization a single-unit company or a multi-
unit company?
Are HR policies and practices determined by
the multi-unit corporate headquarters, by each
work location or both?
Does organization have U.S.-based
operations (business units) only or
does it operate multinationally?
Note: n = 378
Note: n = 281
18% of organizations indicated that
employees at their work location were
unionized.
Note: n = 374

SHRM Poll: Hiring Practices and Attitudes: Traditional vs. Online
Degree Credentials
• Response rate = 17%
• Sample comprised of 449 randomly selected HR
professionals from SHRM’s membership
• Margin of error is +/- 5%
• Survey fielded July 27–August 6, 2010
24
Methodology
For more poll findings, visit:
www.shrm.org/surveys
Follow us on Twitter:
http://twitter.com/SHRM_Research

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