Career Services: Cost Center or Strategic Advantage?

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Information about Career Services: Cost Center or Strategic Advantage?
Career

Published on June 26, 2009

Author: sheilacurran

Source: slideshare.net

Description

This recession is different. It will change the approach of young professionals to the work world. It will also change the ways that universities do business, as parents and students demand a high return on their tuition investment in the form of well-paying jobs. Are careers offices ready? How can they become a strategic asset to their colleges and universities? A new model is essential.

Career Services: Cost Center or Strategic Advantage? Presented by Sheila J Curran Curran Career Consulting

Sheila J Curran Career strategy consultant to colleges and universities Career coach for students and graduates Former executive director, Duke Career Center, and director, Brown Career Services Coauthor, Smart Moves for Liberal Arts Grads: Finding a Path to Your Perfect Career, Ten Speed Press, 2006 Nationally known writer and speaker on career issues Website: curranoncareers.com 6/24/09 Curran Career Consulting

Career strategy consultant to colleges and universities

Career coach for students and graduates

Former executive director, Duke Career Center, and director, Brown Career Services

Coauthor, Smart Moves for Liberal Arts Grads: Finding a Path to Your Perfect Career, Ten Speed Press, 2006

Nationally known writer and speaker on career issues

Website: curranoncareers.com

6/24/09 Curran Career Consulting “ If you don’t like change, you’re going to like irrelevance even less” -General Eric Shinseki, Chief of Staff, U.S. Army, 2003

Senior leadership concerns Value of the Endowment Philanthropy Financial Aid 6/24/09 Curran Career Consulting

Value of the Endowment

Philanthropy

Financial Aid

Why worry about graduate success? Matriculation Retention Alumni Engagement Institutional Reputation 6/24/09 Curran Career Consulting It affects:

Matriculation

Retention

Alumni Engagement

Institutional Reputation

Student point of view 72% of students say Career Preparation is “Very Important” in Enrollment Decision. Source: Key Drivers of Educational Value: Emergence of Educational ROI, Eduventures, Inc., 2006. (N=6,287) 6/24/09 Curran Career Consulting

Effect of careers on applications Multiple career-related functions are rated “Very Important” or “Important” in enrollment decision. Source: Key Drivers of Educational Value: Emergence of Educational ROI , Eduventures, In., 2006. (N=6,287 ) 6/24/09 Curran Career Consulting

Source: College Search and the Millennial Generation, Eduventures, Inc., March 2007 (N=7,900) Effect of careers on applications 6/24/09 Curran Career Consulting

Parental demand for ROI Cost of education at private 4-year college=35K (tuition plus room and board) Annual increase in cost of education over 10 years,1998-2008,=5.6% (2.9% over rate of inflation) Average salary for new grads between 2004 and 2008 rose only 2.6% a year--at a time when the economy has never been stronger 6/24/09 Curran Career Consulting

Cost of education at private 4-year college=35K (tuition plus room and board)

Annual increase in cost of education over 10 years,1998-2008,=5.6% (2.9% over rate of inflation)

Average salary for new grads between 2004 and 2008 rose only 2.6% a year--at a time when the economy has never been stronger

The reality Expectations are high Students and parents think high tuition=great job This year and next will prove to be big disappointments to many 6/24/09 Curran Career Consulting What can you do to minimize disappointment and manage expectations?

Expectations are high

Students and parents think high tuition=great job

This year and next will prove to be big disappointments to many

2009 Careers by the numbers NACE: 22% decrease in hiring, according to employers (Job Outlook spring update) NACE: Only 19.7% of students had jobs at graduation, vs. 51% in 2007 (May, 2009) BLS: Almost 1.3 million more unemployed graduates in past year (May, 2009) BLS: Unemployment rate for college grads increased from 2.1% to 4.8% in past year 6/24/09 Curran Career Consulting

NACE: 22% decrease in hiring, according to employers (Job Outlook spring update)

NACE: Only 19.7% of students had jobs at graduation, vs. 51% in 2007 (May, 2009)

BLS: Almost 1.3 million more unemployed graduates in past year (May, 2009)

BLS: Unemployment rate for college grads increased from 2.1% to 4.8% in past year

Who owns this problem? College or university? Careers Center? No one: it’s the economy If Career Services is not a key part of the solution, it’s likely to be seen as increasingly irrelevant 6/24/09 Curran Career Consulting

College or university?

Careers Center?

No one: it’s the economy

If Career Services is not a key part of the solution, it’s likely to be seen as increasingly irrelevant

How are you viewed? Money Influence Increased scope Transactional or strategic? Is your career services office a cost center, or a strategic advantage to your school? 6/24/09 Curran Career Consulting

Money

Influence

Increased scope

Transactional or strategic?

Is your career services office a cost center, or a strategic advantage to your school?

What do student evaluations say? 6/24/09 Curran Career Consulting Where you fall in this grid is critical, because this is what senior officers use to make decisions. Too many careers offices are rated as not very important and not very effective. Not very important Very effective Very important Very effective Not very important Not very effective Very important Not very effective

What’s going on? 6/24/09 Curran Career Consulting

Proving your value Do you have metrics and data that support your value proposition? Do you have a strategic plan that relates your goals to those of your division and your institution? Do you walk the talk? Have you adapted to new economic realities? How proactive are you? Take the lead: Tell your bosses what they should expect of you! Value is NOT the absence of negatives. 6/24/09 Curran Career Consulting

Do you have metrics and data that support your value proposition?

Do you have a strategic plan that relates your goals to those of your division and your institution?

Do you walk the talk? Have you adapted to new economic realities? How proactive are you?

Take the lead: Tell your bosses what they should expect of you! Value is NOT the absence of negatives.

Getting on the radar screen Be responsive to student needs: Be ahead of the game Address issues or problems effectively at lower level Become the catalyst for a university-wide approach to careers Generate good publicity for your institution If your department was eliminated, would students revolt? In what functions do they see your value? 6/24/09 Curran Career Consulting

Be responsive to student needs: Be ahead of the game

Address issues or problems effectively at lower level

Become the catalyst for a university-wide approach to careers

Generate good publicity for your institution

If your department was eliminated, would students revolt? In what functions do they see your value?

6/24/09 Curran Career Consulting “ Our situation is not unlike General Motors in that our profession has been operating on an outdated model which doesn't necessarily speak to what consumers are looking for. Or how jobs get filled. The one size fits all approach definitely has seen its day.” Skip Sturman, Director, Dartmouth Career Services It can’t be business as usual any more. We have to come up with a new model.

Becoming a strategic advantage: A new model Philosophy Mission Approach Function With the new model supported by the right… People and Structure “ Everyone has to learn to think differently, bigger…open to possibilities.” – Oprah Winfrey 6/24/09 Curran Career Consulting  

Philosophy

Mission

Approach

Function With the new model supported by the right…

People and Structure

“ Everyone has to learn to think differently, bigger…open to possibilities.” – Oprah Winfrey

Philosophy Linked to education, in and out of the classroom Linked to career success beyond the academy Linked to student interest and values Specific to a particular institution You need to be the place that helps students enhance the value of their particular education through information, connections and opportunities. 6/24/09 Curran Career Consulting

Linked to education, in and out of the classroom

Linked to career success beyond the academy

Linked to student interest and values

Specific to a particular institution

You need to be the place that helps students enhance the value of their particular education through information, connections and opportunities.

Mission Well-defined audience Well-defined purpose Well-defined goals You can’t be everything to everyone, without working a hundred hours a week. Don’t buy into the “mission impossible” syndrome. 6/24/09 Curran Career Consulting

Well-defined audience

Well-defined purpose

Well-defined goals

You can’t be everything to everyone, without working a hundred hours a week. Don’t buy into the “mission impossible” syndrome.

Functions What are core functions? Where do you provide unique services? What could be outsourced? Where could you collaborate for mutual benefit? What could you stop doing? If another organization can perform a function more effectively or less expensively than you, let go of that function. 6/24/09 Curran Career Consulting

What are core functions?

Where do you provide unique services?

What could be outsourced?

Where could you collaborate for mutual benefit?

What could you stop doing?

If another organization can perform a function more effectively or less expensively than you, let go of that function.

Approach Relational vs. transactional Holistic: shared with other advisors Pragmatic, proactive, entrepreneurial and adaptive Cognizant of what can be done better in person and what better with technology Collaborative: Build a career community; use students Data-driven If you’re worried that students don’t use your services, don’t hire a marketing person; concentrate on meeting their current needs more effectively. Build what they want, and they will come! 6/24/09 Curran Career Consulting

Relational vs. transactional

Holistic: shared with other advisors

Pragmatic, proactive, entrepreneurial and adaptive

Cognizant of what can be done better in person and what better with technology

Collaborative: Build a career community; use students

Data-driven

If you’re worried that students don’t use your services, don’t hire a marketing person; concentrate on meeting their current needs more effectively. Build what they want, and they will come!

People Connectors Collaborators Adaptive and flexible Knowledgeable about education and work Experts and generalists For most universities, having staff with narrow expertise is a luxury. The future will belong to those who are adept at educating, counseling, relationship building and facilitating opportunity. 6/24/09 Curran Career Consulting

Connectors

Collaborators

Adaptive and flexible

Knowledgeable about education and work

Experts and generalists

For most universities, having staff with narrow expertise is a luxury. The future will belong to those who are adept at educating, counseling, relationship building and facilitating opportunity.

Take Action Take stock: Conduct an honest internal assessment Don’t be afraid: Request an external assessment Think beyond the confines of your office, to how your Center can be a differentiating factor for your university Look beyond what is, to how you can enhance career opportunities for your students and graduates Find allies, and collaborate across and beyond campus Write a compelling strategic plan and communicate it! “ When thought becomes excessively painful, action is the finest remedy.” — Salman Rushdie 6/24/09 Curran Career Consulting

Take stock: Conduct an honest internal assessment

Don’t be afraid: Request an external assessment

Think beyond the confines of your office, to how your Center can be a differentiating factor for your university

Look beyond what is, to how you can enhance career opportunities for your students and graduates

Find allies, and collaborate across and beyond campus

Write a compelling strategic plan and communicate it!

“ When thought becomes excessively painful, action is the finest remedy.”

— Salman Rushdie

To be a strategic advantage…. You have to know your value to your students and your institution You have to prove your value with data You have to communicate your value YOU HAVE TO BE WILLING TO CHANGE! “ Even if you’re on the right track, you’ll get run over if you just sit there” – Will Rogers 6/24/09 Curran Career Consulting

You have to know your value to your students and your institution

You have to prove your value with data

You have to communicate your value

YOU HAVE TO BE WILLING TO CHANGE!

“ Even if you’re on the right track, you’ll get run over if you just sit there” – Will Rogers

Questions/Reactions? Continue the conversation: Sheila J. Curran 919 599 6207 curranoncareers.com [email_address] College Career Expert group on LinkedIn 6/24/09 Curran Career Consulting

Continue the conversation:

Sheila J. Curran

919 599 6207

curranoncareers.com

[email_address]

College Career Expert group on LinkedIn

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