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Reaching Out to Our Local BusinessesPresented by:
Eleanor Swanke Fox
Zheng Wang
Oakland Community College
Presented to:
MI/AIR 2010 Annual Conference
November 4, 2010
According to Community College Week, employers cite a mismatch between available work and people qualified to do the work. (Community College Week, 11/2/09, pp7-8).
Students need to see that academic success has a payoff. (Jacobs, Macomb CC)
The worst thing we can do is to have a student spend good money on a training program and not have a job at the end. (Friedman, Piedmont Virginia CC)
Introduction
Source: OCC, Office of Institutional Research 2
IntroductionWe Are All In This Together
With unemployment reaching as high as 14.1% in Michigan, the only way to truly stimulate the economy is to get people properly trained or re-trained for the jobs needed. And it takes effort from all of us. So the question we all are facing is what jobs are and will be in high demand?
To answer this question, institutions need to:
Analyze labor market
Anticipate employment needs
Keep ear to the ground
Source: OCC, Office of Institutional Research 3
Today’s Focus
Learn how OCC’s Office of Institutional Research supported the College’s program planning to help the College to be more responsive to students’ and labor market’s needs:
What occupations are projected to show most growth in region?
How to obtain a pulse of what the regional employers think about their future growth?
How can OCC help these employers reach their goals?
Source: OCC, Office of Institutional Research 4
Oakland Community College Overview
Source: OCC, Office of Institutional Research 5
Connecting to OCC…Multi campus community college (5 campuses across Oakland County).‐
Fall 2010 Enrollment: 28,984 headcount with 252,476.5 credit hours.
OCC’s student population is:• 56% are female• 65% attend part-time• The average age is 28, while the most common age is 19.• The five most popular programs of study are Nursing, General Studies,
Liberal Arts, Business Administration, and Science.
Source: OCC, Office of Institutional Research 6
Research Goal & Method:
Source: OCC, Office of Institutional Research 7
Research Goals
1. Project the fastest growing occupations in the next 10 years within the Royal Oak 10 mile radius.
2. Survey employers within the Royal Oak 10-mile radius that hire projected fastest growing occupations to inquire about their perceptions of the current and future job market outlook and their current and future hiring plans.
Source: OCC, Office of Institutional Research 8
Local Labor Market Projections
From where do the labor market data come?
Economic Modeling Specialists, Inc. (EMSI)
Provides integrated regional demographic, economic, and labor market data, which is used for projecting future growth.
From where do the company contact lists come? Selectory Business Database (Dun & Bradstreet Inc.)
Helps identify new prospects and explore new markets
Source: OCC, Office of Institutional Research 9
10
Method Process: Creating Region
GIS:
Create campus
10-mile Radius
around Royal Oak
Campus
Source: OCC, Office of Institutional Research
11
Region
Source: OCC, Office of Institutional Research
12
Method Process: Occupations
GIS:
Create campus
10-mile Radius
EMSI:
Query fastest growing occupations
- 2009 – 2019
- Up to bachelor’s educational level
- Sort by median hourly earnings
Source: OCC, Office of Institutional Research
13
Method Process: Industries
GIS:
Create campus
10-mile Radius
EMSI:
Query fastest growing occupations
EMSI:
Run ‘Inverse Staffing’ to obtain occupations’ respective industries
- NAICs Codes are key variable to bridge occupation and industry data
- Pulled top 2 industries for each of the 10 selected occupations.
Source: OCC, Office of Institutional Research
14
Method Process: Company Contact Info
GIS:
Create campus
10-mile Radius
EMSI:
Query fastest growing
occupations
EMSI:
Run ‘Inverse Staffing’ to obtain
occupations’ respective industries
Selectory:
Query selected industries to create company list survey
sample
N = 3,245
Source: OCC, Office of Institutional Research
Local Employer SurveyTelephone survey was used to conduct the local employer survey:
Survey sample of 200 companies (20 companies per occupation)
Interviewers would ask survey questions from a web-based survey created in SNAP (version 10).
Asked for Human Resource Department or Recruiter for specific occupation
Survey was comprised of multiple choice and open-ended questions.
Source: OCC, Office of Institutional Research 15
Research Results:Fastest Growing Occupations and Industries
Local Employer Survey Findings
Source: OCC, Office of Institutional Research 16
17
Fastest Growing Occupations within the Royal Oak 10-Mile Radius
The projected 10 fastest growing occupations with high current median hourly earnings and the educational levels required for the occupations:
Occupation Job Growth2009 – 2019
2009 MedianHourly Earnings Educational Level
1 Registered nurses 3,519 $31.86 Associate's degree
2 Customer service representatives 2,744 $17.06 Moderate-term on-the-job training
3 Office clerks, general 1,713 $12.68 Short-term on-the-job training
4 Property, real estate, and community association managers 1,679 $13.74 Bachelor's degree
5 Business operation specialists, all other 1,677 $34.72 Bachelor's degree
6 Personal financial advisors 1,553 $18.88 Bachelor's degree
7 Medical assistants 1,249 $13.88 Moderate-term on-the-job training
8 Engineers, all other 1,139 $44.28 Bachelor's degree
9 Truck drivers, heavy and tractor-trailer 1,133 $18.58 Moderate-term on-the-job training
10 Accountants and auditors 1,127 $25.63 Bachelor's degree
Source: OCC, Office of Institutional Research
Fastest Growing Industries within the Royal Oak 10-Mile Radius
The projected top 2 fastest growing industries for each of the 10 fastest growing occupations in the Royal Oak 10 Mile Radius:
Occupation Industries
1 Registered nursesGeneral medical and surgical hospitals
Offices of physicians, except mental health
2 Customer service representativesTemporary help services
Cellular and other wireless carriers
3 Office clerks, generalTemporary help services
Offices of physicians, except mental health
4 Property, real estate, and community association managers
Offices of real estate agents and brokers
Other activities related to real estate
5 Business operation specialists, all otherTemporary help services
Managing offices
Source: OCC, Office of Institutional Research 18
Fastest Growing Industries within the Royal Oak 10-Mile Radius (Cont.)
The projected top 2 fastest growing industries for each of the 10 fastest growing occupations in the Royal Oak 10 Mile Radius:
Occupation Industries
6 Personal financial advisorsInvestment advice
Securities brokerage
7 Medical assistantsOffices of physicians, except mental health
General medical and surgical hospitals
8 Engineers, all otherTesting laboratories
Temporary help services
9 Truck drivers, heavy and tractor-trailerGeneral freight trucking, long-distance
Other specialized trucking, long-distiance
10 Accountants and auditorsPayroll services
Tax preparation services
Source: OCC, Office of Institutional Research 19
Local Employers to Survey The survey population of 3,245 companies was obtained from the 11 unduplicated industries listed below that had companies within the Royal Oak 10-mile radius.
General medical and surgical hospitals Offices of physicians, except mental health Temporary help services Offices of real estate agents and brokers Other activities related to real estate Investment advice Securities brokerage Testing laboratories General freight trucking, long-distance Payroll services Tax preparation services
Source: OCC, Office of Institutional Research 20
Local Employer Survey Findings
The Royal Oak survey was designed to inquire about the area employers’ perceptions of the current and future job market outlook and their current and future hiring plans.
The survey population included 3,245 companies within the Royal Oak 10 mile radius, within Oakland County.
A sample of 200 companies was selected and contacted, and 64 of them participated in the survey (32% response rate).
Source: OCC, Office of Institutional Research 21
22
Local Employer Survey FindingsThe number of participating employers in each surveyed occupations:
OccupationsNumber of Participating
Employers
1 Registered nurses 5
2 Customer service representatives 5
3 Office clerks 5
4Property, real estate, and community association managers
6
5 Business operation specialists 1
6 Personal financial advisors 11
7 Medical assistants 10
8 Engineers 12
9 Truck drivers 3
10 Accountants and auditors 6
Source: OCC, Office of Institutional Research
23
Local Employer Survey FindingsOccupation Demand in 3-5 yearsWhen asked if their needs for the surveyed occupation would increase, decrease, or stay the same in 3-5 years, 54 employers responded to the question.
Source: OCC, Office of Institutional Research
Occupations Increase Decrease Stay the
same Don’t know/
Not Sure
Registered nurses (n=5) 40% 0% 60% 0%
Customer service representatives (n=3)
67% 0% 33% 0%
Office clerks (n=4) 50% 0% 25% 25%
Property, real estate, and community association managers (n=6)
33% 17% 50% 0
Business operation specialists (n=1) 100% 0% 0% 0%
Personal financial advisors (n=10) 40% 0% 60% 0
Medical assistants (n=10) 50% 0% 30% 20%
Engineers (n=8) 17% 0% 50% 33%
Truck drivers (n=3) 67% 33% 0 0%
Accountants and auditors (n=4) 25% 0% 50% 25%
Overall (n=54) 43% 4% 46% 7%
24
Local Employer Survey FindingsOccupation Demand in 5-10 yearsWhen asked if their needs for the surveyed occupation would increase, decrease, or stay the same in 5-10 years, 54 employers responded to the question.
Occupations Increase Decrease Stay the
same Don’t know/
Not Sure
Registered nurses (n=5) 80% 0% 0% 20%
Customer service representatives (n=3)
67% 0% 33% 0%
Office clerks (n=4) 75% 0% 0% 25%
Property, real estate, and community association managers (n=6)
67% 17% 17% 0%
Business operation specialists (n=1) 100% 0% 0% 0%
Personal financial advisors (n=10) 70% 0% 10% 20%
Medical assistants (n=10) 60% 0% 20% 20%
Engineers (n=8) 75% 0% 0% 25%
Truck drivers (n=3) 67% 0% 33% 0%
Accountants and auditors (n=4) 25% 0% 25% 50%
Overall 67% 2% 13% 18%
Source: OCC, Office of Institutional Research
25
Local Employer Survey FindingsPreferred Educational Level When asked what educational level they preferred to the surveyed occupation, 51 employers responded to the question. The following table shows their responses.
Occupations High
School Diploma
Associate Degree
Bachelor’s Degree
Master’s Degree or
Higher
Registered nurses (n=5) 0% 33% 67% 0%
Customer service representatives (n=3)
33% 67% 0% 0%
Office clerks (n=4) 0% 100% 0% 0%
Property, real estate, and community association managers (n=6)
0% 0% 100% 0%
Business operation specialists (n=1)
0% 100% 0% 0%
Personal financial advisors (n=10) 0% 0% 60% 40%
Medical assistants (n=10) 10% 90% 0% 0%
Engineers (n=8) 0% 0% 29% 71%
Truck drivers (n=1) 0% 0% 0% 0%
Accountants and auditors (n=4) 0% 25% 75% 0%
Overall 4% 37% 39% 20%
Source: OCC, Office of Institutional Research
Local Employer Survey FindingsQualified Candidates
Twelve of the 56 responding employers said they had difficulty finding qualified candidates for the surveyed occupations including:
1 of 3 employers hiring customer service representatives4 of 10 employers hiring medical assistants3 of 10 employers hiring personal financial advisors1 of 6 employers hiring property, real estate and community association
mangers3 of 5 employers hiring registered nurses
Two employers shared that they had difficulty finding qualified candidates for other occupations including:
sales positionadministrative/office staff position
Source: OCC, Office of Institutional Research 26
Local Employer Survey FindingsExperiences with OCC Graduates
Thirteen out of the 54 responding employers have hired OCC graduates.
Among the 13 employers, 11 were very satisfied and 2 were satisfied with the OCC graduates they have hired.
Source: OCC, Office of Institutional Research 27
ImplicationsThe current research provided detailed information regarding Royal
Oak area employers’ current and future hiring plans.
While many responding employers have slowed down their hiring process during the economic downturn, the majority of them felt their future needs for the surveyed occupations would increase.
Customer service representatives, office clerks, business operation specialists, and truck drivers would be in heavy demand in 3-5 years in the Royal Oak area.
All 10 surveyed occupations except for accountants and auditors would be in heavy demand in 5-10 years in the Royal Oak area.
Source: OCC, Office of Institutional Research 28
Implications
There were six occupations for which many employers claimed they had difficulty finding qualified candidates:
registered nursesmedical assistantscustomer service representativespersonal financial advisorssalesadministrative/office staff
Source: OCC, Office of Institutional Research 29
30
Next Steps for Royal Oak CampusDeans are using this information to help them strategize
course and program offerings in the next few years.
Source: OCC, Office of Institutional Research
Thank you for your Time!
Contact Information:
Eleanor Swanke Fox: 248-232-4521 ([email protected])Zheng Wang: 248-232-4509 ([email protected])
Office of Institutional ResearchOakland Community College
2900 Featherstone RoadAuburn Hills, MI 48326
Source: OCC, Office of Institutional Research 31