employer engagement a strategic approach tristram hughes, research manager raj patel, programme...
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Employer EngagementA Strategic Approach
Tristram Hughes, Research Manager
Raj Patel, Programme Manager
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Outline for this afternoon
> What is employer engagement?> What is your strategy?> Knowing your market> Being responsive
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Our recent work in this area
> Developing Training Excellence (and previously TQS)
> Research with employers into demand for and perceptions of HE and FE, including employer survey for Linking London
> Supporting universities on market research and CPD strategies
> Evaluation of HEFCE’s Transforming Workforce Development Programme
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What is employer engagement?
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The importance of employer engagement
> Its place and priority within institutions varies> Following policy trends> Intrinsic link to apprenticeships and vocational
provision in FE> In HE it can be less central, but depends on
the institution> Complements wider research/KE/employability
activities > Valuable source of income
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Employer engagement challenges> Competitive market> Doing more with less> Institutional challenges> Shifting financial burden from state to
employers/individuals> Less co-funding and subsidy
“Taxpayers should not be involved in subsidising employers by paying for workplace activity that includes large amounts of firm-specific training” Alison Wolf
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Your experience
> How do you define employer engagement?> Has this definition changed?> How important is employer engagement to
your institution?> What challenges are you facing?
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What is your strategy?
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Building blocks for strategy
Define market
Define business
Define structure
Define stakeholder
s
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Standalone
Employer engagement
unitDepartments/faculties
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Hub and spoke
Departments/faculties
Employer engageme
nt unit
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Distributed
Departments/faculties
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Developing an effective WFD offer
Product development
Capability review
Market analysis
COLLEGES AND UNIVERSITIES
EMPLOYER / INDIVIDUAL MARKET FOR WfD
WfD OFFER
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Capability strategy
Define objectives
Develop products
Target customers
Action improveme
nt
Analyse markets
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What is your strategy?
> Do you have a written employer engagement strategy or strategies?
> How do these fit within other institutional priorities/strategies?
> How does your strategy inform your operating model?
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Knowing your market
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CPD market
> It is a big market > It is a crowded market > Individuals and employers are two distinct but
related segments – will require different approaches...
> ...but 50% of individuals select CPD provider on behalf of their employer
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Linking London employer survey – HLS (2009)
Base: Employers with 50+ employees
Base: 211 Base: 211 Base: 223 Base: 302
East Midlands West Midlands Yorkshire & Humber
Linking London 0%
20%
40%
60%
80%
100%
99(47%) 86
(41%)93
(42%)
183(61%)
112(53%) 125
(59%)130
(58%)
119(39%)
NoYes
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Institutional approaches to market intelligence
> Using secondary data sources – Labour Force Survey, etc
> Coordinating with Jobcentre Plus, SSCs, professional bodies and other stakeholders
> Customer voice research with existing and prospective customers
> Satisfaction surveys> Focus groups> Alumni surveys (focusing on alumni as future
customers)> Competitor analysis
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Market positioning
Product Market Service Price
Private provider A
Flexible training Unrestricted Flexible
delivery High
University B World leading education
Blue chip / government
Mainly traditionaldelivery
High
FE college CHigh quality accredited
training
Local area only
Mainly traditional delivery
Medium
You..? ? ? ? ?
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How do you understand your market?
> Surveys?> Consultations, focus groups?> Consulting professional bodies?> Sector skills councils?> Alumni surveys?
> At what level?– Institution wide?– Faculty/Department?– Specific qualifications/courses?
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Coffee break?
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Being responsive
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Playing to your strengths
> What are you known for?– Do you know what you’re known for? How?– What makes you authoritative?
> Why would an employer want to buy from you?– Customer satisfaction/repeat business
> What can you build on?– Internal consultations
> Market positioning against competitors– Can you collaborate to build a more complete
offer?
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Being Responsive: Basic, Performance & Excitement CharacteristicsType Definition Characteristics
Basic The must-haves; without these employers won’t be satisfied
•Teaching staff with the right knowledge •Clear course objectives •Accessible sales approach
Performance The key elements which are typically used to determine satisfaction if the basics are in place.
•Low bureaucracy / usable service •Competent staff •Helpful and accessible attitudes •Right delivery styles / techniques •Good value for money
Excitement The nice-to-haves; the factors that impress and employers are willing to pay for.
•Up-to-date course content •Willingness to tailor and adapt •Course content relevant to our needs •Right time for delivery •Right place for delivery •Track record
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The employer’s journey: how satisfaction evolves
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Barriers to Training?
“Previous training hasn’t
delivered!”
“It’s going to be too disruptive”
“I just don’t know much about
what’s available.”
“My staff may leave or start
asking for more money.”
“Formal training doesn’t deliver skills I need”
“It’s too expensive”
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Barriers to Training Disruption to work patterns
Financial cost
Lack of knowledge about the range of provision available
Concern staff will become more susceptible to poaching
Lack of suitable training provision
Reluctance of staff
Concern acquisition of new skills will lead to higher wage demands
Previous training less beneficial than hoped
Formal training not the best way to develop skills
Previous training not delivered in the past
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The Improvement Framework…
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Five principles…Ready CommunicationsExcellent Training Organisations communicate readily, clearly and frequently with all stakeholders about what the organisation is doing to satisfy their needs.
Rigorous AnalysisExcellent Training Organisations rely on facts and rigorous analysis to make decisions on strategy and service delivery, securing impact for customers’ businesses.
Responsive ServiceExcellent Training Organisations respond to customers’ needs and expectations with high and responsive standards of service, driving customer satisfaction.
Robust DeploymentExcellent Training Organisations are robust in deploying their internal plans and their proposals to customers, achieving sustained business results.
Rich ContentExcellent Training Organisations draw on innovation and best practice to create and deliver rich content which secures impact for customers’ businesses.
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For more information
Tristram Hughes
Raj Patel
0116 229 3300
www.cfe.org.uk
www.trainingexcellence.co.uk