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• Measure The Awareness And Knowledge With The College And The Programs And Services
• Test The Recall Of The Media Used By The College
• Assess Importance Of The College’s Programs And Services With Constituents And Its Performance
• Determine Levels Of Engagement With The College
• Assess The Constituents’ Attitudes Of The College’s Performance On The Core Mission Activities
• Preferences For Obtaining Information About College
• Community Survey• 400 Telephone Interviews
• 95% Reliability; + 4.9% Error
• Stratified By Zip Codes Across District• Target Is Residents, Not Potential
Students
• February 13 To March 7, 2013
• Replication/ Comparison To 2010• 250 District Residents
• Differences In Samples
• 18% Residents 10 Years Or Less (11% In 2010)
• Slightly More With College Degree
• Higher Ethnic Population In 2013 (13% Compared To 3% In 2010)
Top Of Mind Awareness (First Mention)
8.3
5.0
4.3
5.3
14.3
6.5
2.5
4.3
3.5
2.5
32.8
18.8
1.2
5.6
1.6
22
1.6
2.4
0.4
6
0.8
32.8
0 20 40 60 80 100
University Of Illinois
University Of Chicago
Roosevelt University
Oakton Community College
Northwestern University
Northern Illinois University
Loyola University
Elgin Community College
DePaul University
College Of DuPage
Harper College
Percent
2010 Residents2013 Residents
Familiarity (All Mentions)
8.3
18.8
14.3
17.8
15.5
42.0
18.3
16.3
9.0
19.8
9.0
58.0
50
0.4
2
20.4
7.2
49.6
9.2
22
1.2
21.6
5.2
56.8
0 20 40 60 80 100
University Of Illinois - Chicago
University Of Illinois
University Of Chicago
Roosevelt University
Oakton Community College
Northwestern University
Northern Illinois University
Loyola University
Elgin Community College
DePaul University
College Of DuPage
Harper College
Percent
2010 Residents2013 Residents
Keyword Descriptors
•Community College, Excellent, Affordable, Convenient, Junior College, Good, Local, BigHarper College
•Community, GoodCollege Of DuPage
•Excellent, Expensive, PrivateDePaul University
• Community College, Two‐Year College, Local, GoodElgin Community College
• Good, Excellent, Catholic, Prestigious, Well‐RespectedLoyola University
• Excellent, Affordable, Good, Large, Four‐Year, Very GoodNorthern Illinois University
•Expensive, Elite, Excellent, Outstanding, PrestigiousNorthwestern University
•Community College, Local, Good, Close To HomeOakton Community College
•Close, Convenient, Expensive, Good, PrivateRoosevelt University
•Excellent, Exclusive, Expensive, Well‐KnownUniversity Of Chicago
•Excellent, Expensive, Good, Large, State School University Of Illinois
KnowledgeCommunity College Serves Residents
2.0
3.5
10.0
2.0
69.0
3.0
10.5
0.8
3.2
5.6
0
89.2
0.8
0.4
0 20 40 60 80 100
Other
Do Not Know
Oakton CommunityCollege
McHenry CommunityCollege
Harper College
College Of DuPage
Elgin CommunityCollege
Percent
2010 Residents2013 Residents
Items Associated With Harper College
Items Harper College Best Known For
19.2
0
2.3
1
1.8
6.7
19.9
14.6
24.3
10.2
13.2
2
2.8
4
6.8
2
13.2
19.6
18.8
17.6
0 20 40 60 80 100
Other
Right courses
AA degrees
Flexible hours/…
Location
Price/ value
Nothing/ Do not know
Transfer program
Specific major…
Academic reputation
Percent
2010 Residents2013 Residents
Media Recall
2.510.0
0.314.3
21.044.5
2.360.0
4.812.0
44.03.5
16.3
0 20 40 60 80 100
OtherOnline ads
TwitterTelevision
RadioNewspaper
Movie theater adsMaterial mailed to home
FacebookEmail
BrochuresBlogs
Billboards
Percent
2013 Residents
Material Received In The Mail
• Academic reputation• Location/ Convenient location• Transfer program/ Lead to four-year/ Start
education• Personal attention• The right courses• Teachers with real world experience• Well-known faculty• Well-known students• Specific academic program• Cost/ Value for money/ Affordable/
Financial aid• Schedule fits• Focus on adults• Computer training• Professional development• Variety of programs• Flexible course scheduling – day, evening,
weekend, online• Career development• Continuing education
Accountability Key Attributes, 2013
Well-known faculty
Well-known students
0
1
2
3
4
5
6
7
0 1 2 3 4 5 6 7
Perfo
rman
ce
Importance
Attribute (Importance, Performance)• Cost/ Value for money/ Affordable/ Financial aid (6.51, 6.01)• Academic reputation (6.40, 5.80)• The right courses (6.39, 5.99)• Transfer program/ Lead to four-year/ Start education (6.35, 6.08)• Flexible course scheduling – day, evening, weekend, online (6.31, 6.06)• Schedule fits (6.19, 5.96)• Specific academic program (6.18, 5.85)• Variety of programs (6.16, 5.90)• Teachers with real world experience (6.12, 5.69)• Computer training (6.08, 5.96)• Career development (6.05, 5.76)• Location/ Convenient location (5.97, 6.04)• Continuing education (5.97, 5.88)• Professional development (5.96, 5.73)• Personal attention (5.95, 5.63)• Focus on adults (5.60, 5.82)• Well-known faculty (4.79, 4.77)• Well-known students (3.79, 4.22)
Key Attributes 2013
• An important contributor to the local economy
• Arts and cultural programming
• Honors programming for high ability students
• Job training for adults in the community
• Offering college courses to high school students to jump start their college career
• Providing in-demand associate degrees and certificates
• Recreation or leisure classes
• Successful transfer to a four-year college
• Source of employee training for employers in the district
AccountabilityMission Critical, 2013
0.0
1.0
2.0
3.0
4.0
5.0
6.0
7.0
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0
Impo
rtanc
e
GradeB AD C
Mission Item (Importance, Grade)• Successful transfer to a four-year college (6.63, 3.35)
• Providing in-demand associate degrees and certificates (6.59, 3.45)
• Job training for adults in the community (6.22, 3.22)
• Offering college courses to high school students to jump start their college career (6.17, 3.38)
• An important contributor to the local economy (5.79, 3.16)
• Honors programming for high ability students (5.79, 3.01)
• Source of employee training for employers in the district (5.77, 3.01)
• Arts and cultural programming (5.35, 3.01)
• Recreation or leisure classes (4.98, 3.13)
Mission Critical 2013
Programming Needed
Engagement
5.3
4.0
54.0
5.5
3.3
28.5
0 20 40 60 80 100
Participated in jobtraining/ employee…
Provided support toHarper College
Attended event
Degree
Certificate
Taken courses
Percent
2013Residents
Event Attended
Information About Local Events
5.3
16.3
2.3
2.5
14.5
39.0
7.8
0.3
1.0
8.5
23.8
6.5
6.0
56.5
15.0
3.0
1.3
13.3
1
17.2
2.8
1.6
10.8
40.4
14.4
0.4
0.8
1.6
14.9
13.7
6.8
54.6
13.7
15.7
4.4
13.3
0 20 40 60 80 100
Other
Internet
Television
Radio
Newspapers
Direct mail to me
Newsletters or flyers
Notices at library or othercommunity location
Word of mouth/ friends/family
Percent
2010 ResidentsUse Source2010 PreferredSource2013 ResidentsUse Source2013 PreferredSource
Demographic Characteristics
Demographic Characteristics
Demographic Characteristics
Demographic Characteristics
• Higher Knowledge Of Specific Programs
• Solid Niches• Affordability• Transfer
• Increased Communication • Importance Of College To
Local Economy• Employer/ Job Training
• Whether There Is A Qualified Workforce In Area And Skills Missing
• Future Employee Needs• Training Currently Provided To
Employees• Employees’ Educational Needs• Current Usage Of Harper
College• Employees’ Current College
Attendance• Partnership Opportunities
• Employer Survey• 350 Employers
• 95% Reliability; + 5.2% Error
• Stratified By Zip Codes Across District And SIC Code• Largest To Smallest Employers
• March 11 to April 3, 2013
• Employers Represent 62,614 Employees
Sample Frame
SIC Code Range Major Industry Group
Total Number Of Employers
Percent Sample Frame
01-14 Agriculture / Mining 517 1.8% 615-17 Construction 2,332 8.1% 2820-39 Manufacturing 2,061 7.1% 2540-49 Transportation, Communications,
Electric, Gas, And Sanitary Services1,539 5.3% 19
50-51 Wholesale Trade 1,955 6.8% 2452-59 Retail Trade 5,260 18.2% 6360-67 Finance, Insurance, And Real Estate
(Business And Professional Services)2,794 9.7% 34
70-79 Business & Personal Services 4,748 16.4% 5780 Health Services 2,479 8.6% 3081 Legal Services 586 2.0% 7
82-83 Educational/ Social Services 1,134 3.9% 1484-86 Art & Membership Organizations 520 1.8% 6
87 Engineering & Accounting & Management Services
1,641 5.7% 20
88-89 Miscellaneous Services NEC 132 0.5% 291-97 Government (Public Administration) 254 0.9% 3
99 Nonclassified Establishments 982 3.4% 12
Total 28,934 100.0% 350
Size Of Employer
100 Or More Employees
41%
Less Than 100 Employees
59%
Characteristics
Shortage Of Qualified Job Candidates
39.6
38.3
0 20 40 60 80 100
Current shortage ofqualified job candidates
Percent
Less Than100Employees
100 Or MoreEmployees
Skills Missing In Applicants
Future Shortage Of Qualified Applicants
32.3
67.7
39.9
46.5
53.5
30.1
0 20 40 60 80 100
Other reasons
Same reasons
Shortage of qualified jobcandidates in next 3 to 5
years
Percent
Less Than 100Employees
100 Or MoreEmployees
Other Reasons For Future Applicant Shortage
Experience Or Degree: Defining Factor
31.3
68.8
29.6
70.4
0 20 40 60 80 100
Applicant with degree and NOexperience
Applicant with NO degree butexperience
Percent
Less Than 100Employees
100 Or MoreEmployees
Recruitment At Harper College
4.8
95.2
80.8
48.1
36.1
0.0
100.0
93.2
47.5
28.6
0 20 40 60 80 100
Dissatisfied/ Very dissatisfied
Very satisfied/ Satisfied
Hired graduate or student for job
Posted job on Harper Collegewebsite
Recruited gradautes or studentsfrom Harper College for jobs
Percent
Less Than 100Employees
100 Or MoreEmployees
Current Training Provided
12.3
87.4
97.2
19.9
78.5
92.2
0 20 40 60 80 100
Contracted out
In-house
Provide training toemployees
Percent
Less Than 100Employees
100 Or MoreEmployees
In-House Training Provided
Contract Training Provided
Future Training Anticipated
8.6
20.0
51.4
32.9
52.9
5.2
14.5
39.4
22.3
29.5
0 20 40 60 80 100
Other training
Technical skills training
Computer skills training
Interpersonal skills/ soft skillstraining
Management/ supervisorytraining
Percent
Less Than100Employees
100 Or MoreEmployees
Management Training Needed
Interpersonal Skills Training Needed
Computer Training Needed
Technical Training Needed
Training Decisions
27.9
39.3
32.9
15.0
34.2
50.8
0 20 40 60 80 100
Both
Corporateoffice
Localmanagement
Percent
Less Than 100Employees
100 Or MoreEmployees
Training Delivery Preferences
2.9
38.6
41.4
67.1
72.9
90.0
31.4
9.3
24.3
23.6
2.1
43.0
24.9
65.3
68.4
88.1
30.1
10.9
13.0
13.0
0 20 40 60 80 100
Other
Vendor/ equipment…
Simulations (computer)
Seminars/ conferences (1 or 2…
Online training/ Webinars
Hands-on training
Commercial training provider
College workforce…
College noncredit courses
College credit courses
Percent
Less Than 100Employees
100 Or MoreEmployees
Training Location Preferences
7.9
30.7
10.7
50.7
5.7
32.1
10.4
51.8
0 20 40 60 80 100
Depends
No preference
Off-site
At place ofbusiness
Percent
Less Than 100Employees
100 Or MoreEmployees
Training Time Preferences
28.6
32.1
95.0
15.0
19.2
90.2
0 20 40 60 80 100
Weekends
Nights (Monday toFriday)
Monday to Friday 8am to5pm
Percent
Less Than100Employees
100 Or MoreEmployees
US Education Forecast
Local Jobs Forecast80% Have Current/ Future Need To Hire Employees
• No High School• Assistant Manager• Baggers• Bakery Staff• Bartenders• Carryout• Cashiers• Data Collection• Dishwashers• Dispatchers• Entry-level Sales• Hotel Staff• Laborers• Lifeguards• Machinists• Retail• Stockers• Technicians• Warehouse Associates
• High School/ GED• Administrative Assistants• Automotive Techs• Brand Ambassadors• Call Center• Cashiers• Childcare• Clerical• Concession Staff• Custodian• Dishwashers• Drivers• Entry-level• Firefighters• Hotel Staff• Maintenance• Office Staff• Restaurant Staff• Retail• Sales Associate• Skilled Labor• Summer Counselors• Tellers• Web Designer
• Technical Certificate• Administrative Assistant• Cook• Customer Service• Medical Technical• Sales• Service Technicians• Youth Care Worker
• Certifications• Account Manager• CNC Machinist• Dental Assistant• Fleet Mechanic/ Supervisor• Hairdresser• Inspectors• Instructors/ Teacher• Plumber• Loan Officers• Medical Assistants• Nurses• Paralegals• Real Estate
• Associate Degrees Needed• Help Desk, Desktop Support• Real Estate Agents• Accounting• Personal Bankers• Network Administrators• Software Developers• Park/ Recreation• Plumbing• Police• Administrative Assistants• Benefits Administrator• Firefighters• Nurses
• Bachelor’s Degrees Needed• Software Engineers• Management/ Managers/
Administrative• Engineers• Project Managers• Sales• Estimators• IT• Reporters• Teachers
Usage Of Harper College
100.0
59.1
40.9
13.9
43.8
100.0
88.9
12.5
100.0
14.3
85.7
6.8
30.6
95.5
95.5
10.7
0 20 40 60 80 100
Satisfied with training
Training on-site at business
Training at Harper College
Harper College trainedemployees
Aware out-of-district employeescan get in-district tuition
Satisfied with class
Employer paid for classes
Sent employees to classes atHarper College
Percent
Less Than100Employees
100 Or MoreEmployees
Willingness To Partner With Harper College: New Program Development
29.9
7.6
28.5
22.2
5.6
8.3
21.4
6.8
27.2
17.5
5.3
8.3
0 20 40 60 80 100
Pay employee tuition
Start-up program - dollars
Participate in developing program(by giving your time or serving on a…
Pay contract fees for instruction
Purchase equipment
Loan equipment
Percent
Less Than 100Employees
100 Or MoreEmployees
Willingness To Partner With Harper College: Students Gaining Experience
35.4
38.2
38.2
44.4
31.6
35.9
42.2
45.6
0 20 40 60 80 100
Give presentations to students onskills needed in the workforce,
resume building, and interview skills
Make presentations to middle school,high school, and college students
about job requirements and…
Allow students to job shadowemployees
Provide interships to students (paid,unpaid, or both)
Percent
Less Than 100Employees
100 Or MoreEmployees
CEUs Required:47% Employers Have Occupations Requiring CEUs
Employers Support Of Employee Education
10.4
43.1
8.3
52.8
35.4
37.5
26.4
57.6
6.3
49.0
7.8
67.5
35.9
20.9
17.0
37.4
0 20 40 60 80 100
College classes held on-siteat your business
Pay for certification andtesting
Paid release time foremployees to attend…
Flexible schedules foremployees to attend…
Pay for CEUs
Pay for noncredit trainingclasses
Pay for books for creditclasses
Tuition reimbursement forcredit classes
Percent
Less Than 100Employees
100 Or MoreEmployees
Communication Preferences
46.5
38.2
4.2
23.6
2.8
2.1
18.8
48.6
46.6
35.9
3.9
23.8
1.0
2.9
22.3
46.1
0 20 40 60 80 100
Desire copy of summaryresults
Interested in contactfrom Harper
Other
Do not send
Website
Telephone
Percent
Less Than 100Employees
100 Or MoreEmployees
• Employers Needs A Source Of Qualified Applicants
• Internships Key In Providing Graduates’ Experience
• CEUs And Certifications May Play A Major Role In Future Education And Training
• Development Of Creative Delivery For Training And Increasing Awareness Of Harper’s Offerings