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THE POWER OF PARTNERSHIPS & DATA IN

DRIVING STUDENT PLACEMENT

MPACE Annual Conference

Anaheim, CA

December 9, 20151

Your Presenters

Katie ConnorExecutive Director

Leeds Career Development Office

Katie.Connor@colorado.eduAchiever-Learner-Arranger-Communication-Activator

Lauren RussoMarketing & Career Analytics Specialist

Leeds Career Development Office

Lauren.Russo@colorado.eduAnalytical-Individualization-Strategic-Achiever-Discipline

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Agenda

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Introduction

Approach: Leveraging Partnerships & Data

The Results: Insights & Opportunities

Summary & Questions

Partnerships with faculty, programs, and

courses

Approach to data collection

Leveraging new technology

Placement and engagement outcomes

Insights into drivers of results

Opportunities for ongoing growth and improvement

Overview of the Leeds School of Business

Background and Context

What we learned – Challenges & tips

Questions

Discussion and brainstorming

INTRODUCTION

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among all U.S. undergraduate

business programs, US News &

World Report (2014)

#34

4Areas of Emphasis 7

Certificate Programs

400 M.S., MBA, and

PhD.

Candidates

3,000 Undergraduates

1,600 undergraduates and MBAs are engaged in mentoring witho

ve

r

1,000 professional and alumni mentorso

ve

r

among all public university MBA

programs, Bloomberg (2015) # 35

6 Centers of Excellence

6Cities traveled to

for career treks 10Countries visited

on global

initiatives

750 Business Minors

Leeds At-a-Glance

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Mission: To prepare Leeds students for career success by providing professional

skills, real-world experience, and employer and alumni connections throughout their

education – paving the path from college to career.

Undergraduate Career Development

MentoringEmployer

EngagementCareer

Readiness

Internships & Experiential

Learning

Core Curriculum

Support

Leeds Career Development Office

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Where We Started: 32% response rate to Senior Outcomes survey

138 of 603 graduates reporting placement opportunities

Low Student Satisfaction, as reported by Business Week (#114) and

EBI surveys

75% don’t know who their Career Advisor is

69% need help utilizing the online job board, Career Buffs (CSO)

2013 Goals: Recognition – Increase student awareness and engagement in

Career Development; better understand student interests/needs

Responsiveness – Improve data collection and utilization

Results – Improve student placement and internship success

2014 Goals: School-wide 90% Placement Challenge

100% Response Rate goal

Background & Context

APPROACH:Leveraging Partnerships and Data

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What do we have? What do we need?

Good relationships with Faculty and

key Academic Centers

Undergraduate Programs with

“teeth”

Existing Professional Development

Course

New location and partnership with

Academic Advising

Future commitment to Salesforce

Combined resources of mentoring &

career development

Strong Team

Access to key populations

Interim process for tracking and

reporting

Additional requirements/incentives

for engagement and reporting

Broader cooperation and

participation than ever before

“Painless” approach for

collaboration

Ability to leverage technology and

new communication channels

Focus efforts where they will

“count”

Getting Started: Gap Analysis

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Recognition Responsiveness Results

Early Engagement

• 1st & 2nd-year Faculty

• RAP

• 1st-Year Advising

Seniors

• Capstone Faculty

• Academic Centers

• Office of Diversity

Non-Users

• Marketing students

• Diverse students

• Out-of-state students

Senior Focus

• Capstone Classes

• Academic Centers

• Undergraduate

Programs

• Senior Advising

• Technology Services

• Alumni Relations

• Capstone Faculty

• Academic Centers

• Alumni Relations/

Advancement

• Mentors

• Board Members

Identifying Strategic Partners

Partnerships Data

Market Research Class – Benchmarking

data, engagement

Capstone Classes – reach 650+ seniors

1st & 2nd-year Courses – Use core

curriculum for early awareness

Academic Centers & Programs – serve

400+ seniors

Academic Advisors – Meet with all 1st-

years & seniors

Advancement / Alumni – Events &

Connections

Mentors & Mentoring Programs - over

1,500 students

Technology Services & Communication –

Salesforce adoption, school-wide

messaging

Senior Survey launched Nov. 2013

– rolling process

Needs Assessment “pre-survey”

added to target info and

intervention

Google Doc & Paper to collect

updates from faculty and staff

Student Progress reports to faculty

and others

Data Collection at senior events

LinkedIn to fill gaps

1st phase of Salesforce, January

2014

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Two-Pronged Approach

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Goals: Better understand student perspective

Engage target population – less engaged, lower placed (51% average)

Approach: “Client” for semester-long class project, spring 2014 and 2015

Benchmarking study

Student & employer focus groups

Quantitative survey and results

Insights: Students want earlier engagement

Students prefer requirements

Preferred methods of communication – email from single person

Student skills gaps – technology, sales, analytics

Want access to more out-of-state opportunities

Partnerships: Market Research Class

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Goals: Access to seniors

Connect with stragglers

Improve data collection

Approach: Tailored to each faculty member

In-class workshops

Career readiness “requirements”

Survey response requirements

Faculty engagement in referrals/reporting

Insights: Requirements work!

Need to provide regular placement status updates

Need to track student participation and reporting

Competition across divisions is good

Partnerships: Capstone Classes

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Goals: Early awareness and engagement

Career and self-assessment

Foundation for future

Approach: Expand existing programs in sophomore core Management

curriculum – Career Leader, Career Panels

Add Career Labs to 1st-year World of Business course

Career participation in required academic advising sessions

Career Workshops in Leeds RAP

Add Industry Exploration Fair in March – class requirement

Insights: Managing too many classroom visits is a challenge

Students find assessments useful, but don’t do it on their own

Course integration is effective; but had some kinks

Students are positive about integrated approach

Partnerships: 1st & 2nd Year Engagement

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Goals: Reach low-placing populations

Engage and understand non-users

Build brand reputation with top students

Approach: Increase career content in academic Centers – Real Estate, Social

Responsibility, Entrepreneurship

Develop customized programming for specific groups – Diverse

Scholars, Leeds Scholars, Mentoring, Leeds Ambassadors

Outreach and partnership with Student Organizations

Insights: Helped build support and familiarity with office

Allowed us to leverage relationships in high-touch programs

Developed good connections for data collection

Stopped competing and started collaborating!

Partnerships: Target Population

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Goals: Increase job opportunities for current seniors

Increase student connections with alumni and mentors

Increase out-of-state opportunities

Increase opportunities in “hot” industries – sports, entertainment, fashion,

outdoor industry

Approach: Engage Leeds Board as swat team for jobs and internships

Engage mentors more intentionally in placement efforts

Add Career Treks for non-finance majors in key industries

Board breakfasts for “yet-to-be-placed” students

Outreach to faculty and others for jobs/connections

Add career component to alumni events

Insights: Need to focus Board efforts – breakfasts were very successful

Trek companies need an alumni champion for traction with placement

Faculty need to be “trained” to think about career connections

Mentors are a great resource with more capacity

Partnerships: Connections & Opportunities

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Goals: 100% Response Rate

90% Placement Rate

Gain a better understanding of senior career interests and placement

Approach: Communication via digital screens

Google doc/Excel tracking to identify status of each students

Share information with Leeds staff and faculty easily to allow for

continuous updates

Insights: Leverage multiple sources of data (advisors, professors, LinkedIn)

99% response rate is attainable

Invest time/support to collecting data will provide results

Knowledge of top hiring employers

Identify factors that increase the likelihood of getting a job

Color coding helps!

Data Collection: Outcomes Reporting

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Data Collection: Placement Example

Report Includes: Breakdown by industry, functional area, geographic region, GPA, etc.

Shows what percent of student go to work for corporate partners (27%)

Salary averages and breakdown

Top hiring companies, top companies giving out offers, and top companies

for internships

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Goals: Gain career interests data for all class levels

Collect internship experience data from all juniors and seniors

Consolidate communication strategy to be more individualized

Approach: Build out extensive tracking needs in Salesforce.com

Allow students to indicate interest in specific companies

Leverage self-reported and system data about students

Communicate to students in targeted approach (D2L, Email, In building)

Insights: Ability to identify students without internship experience

Identify satisfaction factors

Qualitative feedback to drive marketing and communication campaigns

Leverage students wants to encourage employer engagement from ‘hot’

companies

Data Collection: Beyond Seniors

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Goals: Engage faculty and staff/programs in data gathering and data sharing

Approach: Provide a low technology option to provide updates

Share updates with faculty and staff monthly

Identify a person internally to act as ‘point-person’ for data collection

Insights: Students respond to those they have a personal relationship

Increased awareness of services by Leeds faculty

Many faculty and staff members were not knowledgeable about career

services and programs offered at Leeds

Create healthy competition among academic divisions and groups

Data Collection: Encouraging Broad Engagement

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Data Collection: Monthly Placement Update

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Goals: Use and leverage existing technology

Gain a better understanding on current technology

Research additional technological tools

Approach: Build out integration of Qualtrics

Identify tracking needs and metrics

Incorporate metrics into job descriptions to hold people accountable

Create a system of feedback mechanisms

Insights: Allows scalability and ability to track individual students

Rely on data metrics, not anecdotes

Know number of companies engaged with campus easily

Understand attendance numbers at career events

Invest time in training staff/faculty

Data Collection: Leveraging Technology

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THE RESULTS:Insights and Opportunities

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2013 + Changes = 2015 Results

Limited Data for only

32% of seniors,191

students

Poor Results,

average of 55%

placement

No Infrastructure for

data collection or

analysis

No Feedback, rely on

limited and anecdotal

comments to form

opinions about

students’ interests

and needs

Office Reorganization

Market Research class

project to gather input

Salesforce.com

Implementation

Development of new

tools for Data Collection

Partnerships with

Faculty, engagement in

the classroom at all

levels

Automated feedback

mechanisms

Communication &

engagement strategy

driven by student needs

and interests

94% Undergraduate

Placement

99%+ Knowledge Rate,

responses from 604

seniors

94% of those placed

worked with Career

Development

41% increase in career

advising appointments

Engaged 80% of Leeds

students (2,578 total)

with Career

Development

170 New Companies

engaged with Leeds

Career interest data for

over 1,200 students

Applying Data to Achieve Results

0

100

200

300

400

500

600

700

800

2009 2010 2011 2012 2013 2014 2015 2015 Goal

# o

f S

tudents

Total # of Undergraduate Student Responses and Placement

Known # Students Positively Placed # Students for which Placement Data is Available Total # of Graduating Srs.

Knowledge

Rate

Placement

Rate

Internship

Rate

Increase in

Placement

Results: Seniors Response & Outcomes

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Instruction to over 600 seniors via Capstone Classes

100%+ increase in Career Advising appointments since 2013

84% of 2015 Seniors worked with CD

Of those students reporting placement, 94% worked with CD

800 students in World of Business completed 1+ Career Labs; 3,000 prof. assignments

69% increase in Career Fair attendance

Over 300 students participated in local and regional Career Treks

0 500 1000 1500 2000 2500

2011

2012

2013

2014

2015

Total Career Advising Appointments (by calendar year)

Fresh/Soph Students Upperclass Students

Results: Increased Engagement

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AY14

Totals

AY15

YTD

%

Change

from

AY14

Ju

l-1

4

Au

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Oc

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No

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Dec

-14

Ja

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Trek and Site Visit 162 263 ▲ 62% 0 0 41 22 15 10 42 38 95 0 0 0

Advising Appointments 1608 2503 ▲ 56% 17 140 427 318 172 124 357 320 229 338 42 19

Events Touchpoints N/A 3797 N/A 0 643 570 677 77 0 702 455 323 347 3 0

Info Sessions N/A 294 N/A 0 0 109 67 34 0 10 30 0 44 0 0

Mentoring N/A 922 N/A 0 643 56 121 0 0 0 37 0 65 0 0

Interviewing On-Campus N/A 410 N/A 0 0 80 196 0 0 24 47 28 32 3 0

Career Fairs N/A 757 N/A 0 0 183 0 0 0 384 0 190 0 0 0

Networking Events N/A 407 N/A 0 0 142 75 0 0 128 0 0 62 0 0

Other Event N/A 1007 N/A 0 0 0 218 43 0 156 341 105 144 0 0

World of Business N/A 2958 N/A 0

All Career Development N/A 8878 N/A 17 783 1038 1017 264 134 1101 813 647 685 45 19

Unique Advising Students 1094 1390 ▲ 27%

% of Population Served 2578 (of 3273) 79%

Results: Student Engagement Report Card

Student input on opportunities: Expanded survey to students in all 4-years

Collected data from over 1,200 students in fall 2015

80% of seniors are satisfied with the Career Development office

Increased out-of-state jobs by 39%; DirectEmployers

0 100 200 300 400 500 600 700

Energy

Communications

Food and Beverage

Clothing/Fashion

Accounting

Consumer Products

Technology

Real Estate

Consulting

Entertainment/Leisure

Media/Marketing

Financial Services

Results: Better Communication & Satisfaction

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Sent to targeted

population:

Sophomore and

Juniors

Looking for a

spring 2016

internship

Interested in

Digital Marketing

Area of Emphasis

in Marketing

Communication Example

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FY 14

FY15

YTD

%

Change Ju

l-1

4

Au

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Oc

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No

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Dec

-14

Ja

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Ap

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Ma

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Ju

n-1

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# of Companies posting on

Career Buffs 1961 2225 ▲ 13% 280 403 328 357 301 283 411 370 453 501 402 337

# of Business Internships Posted 2522 2938 ▲ 16% 166 374 213 270 194 201 296 253 314 279 216 162

# of Business Jobs Posted 3128 4047 ▲ 29% 270 439 304 300 263 230 358 316 383 440 378 366

# of In-State Internships Posted 2092 2381 ▲ 14% 141 301 157 229 150 162 221 181 273 250 184 132

# of Out of State Internships

Posted 430 557 ▲ 30% 25 73 56 41 44 39 75 72 41 29 32 30

# of In-State Jobs Posted 2166 2668 ▲ 23% 189 256 192 224 184 139 205 207 265 308 251 248

# of Out of State Jobs Posted 962 1379 ▲ 43% 81 183 112 76 79 91 153 109 118 132 127 118

Results: Increased Career Opportunities

Response Rate: 900+ person-hours devoted to collecting, collating, and reporting data for

seniors before Salesforce; need technology for efficiency at scale

Partnerships with Capstones, Centers, Programs. and Academic

Advising supported data gathering

Used LinkedIn to inform outreach and follow-up with graduates

Placement: Three Key Factors drive positive Placement: (overall 94%)

1 or more Internships

Participation in the PMP

Mock Interview with a Career Advisor

Starting Salary: Area of Emphasis – Highest for Info Management, Finance, Accounting

Industry – Highest for Energy, Consulting, Financial Services

GPA - $1K increase in salary for every .1 increase in GPA

Student Satisfaction: Personalized approach and connections matter

Outcomes matter – placements & internships

Results: Drivers of Key Metrics

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AY ‘14 AY ‘15 AY ‘16

Strategic

Initiatives

• Increase Engagement

• Increase Response Rate

• Improve Outcomes

• 90% Placement

• 100% Response Rate

• Better Opportunities

• Increase Internship

Participation

• Change Perceptions

• Sustain Success

Partnerships • Existing courses

• Market research class

• Capstone faculty

• Centers & Programs

• Technology services

• 1st-Year course integration

• Capstone requirements

• Board & mentors

• Academic advisors

• Junior class visits

• Sophomore course integration

• Communication team

Data • Initiated Career Interests

Survey

• Senior data collection

• Companies & industries of

interest

• Career interests for all years

• School-wide input

• Appointment & event

attendance

• Student satisfaction

• Internship progress

• Personal Business Plan for 1st

& 2nd-years

• Career needs/gaps

Technology • Google docs

• Qualtrics

• Excel

• Transition to SF

• Career Fair “app” for students

• Dedicated FourWinds

screens

• Salesforce build-out and

broad usage

• Event tracking in SF

• Qualtrics/SF integration

• Leeds “neighborhood” on

CSO

• DirectEmployers for jobs

• Communication via SF – Mail

Chimp & Soapbox Mailer

Opportunities for Continuous Improvement

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Course

Integration

• World of Business: critical for 1st-year connections

• Integrated Semester: 800 Sophomores, Spring 2016

• Personal Business Plans: living document & data source

Connect Data to Strategy

• Continuous feedback

• Personalized service

• Increase responsiveness

• Improve efficiency

• Increase stakeholder satisfaction

Alignment with

Employer Needs

• Input to curriculum

• Input to academic advising

• Partnership with new Communication course

• Employer engagement score & feedback

Future Areas of Focus

Multi-Purpose Document: Allows students to reflect on

progress, conduct a gap analysis,

and set goals for the following year

Allows us to collect data on

student needs, interests,

knowledge gaps, etc. (stored in

Salesforce)

Input to Career Strategy – ER,

student programming, and

progress on key career milestones

All Together: Personal Business Plan

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Goals

Partnerships

DataTechnology

Feedback

Start Small and Iterate

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Partnerships Find faculty champions to work with

Use data and comparisons to get buy-in

Make it easy to collaborate!

Get your team out there and get them known

Leverage relationships – yours and others

Data Collection Get team comfortable with data

Help others get involved

Leverage existing technology

Look for simple solutions

Technology Simple things make a Big difference

Need a “power-user” or dedicated champion

Start with the end in mind

Integration is never easy!

Be patient….

Other Tips!

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View the 2015 Leeds Career Development

Undergraduate Placement and Engagement

Statistics infographic on the Leeds website

here

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THANK YOU & QUESTIONS