Putting MOOCs to Work: How Online Education Impacts Corporate Training

Putting MOOCs to Work
Massive, open, online courses in corporate learning

Josh Bersin
Principal and Founder

Todd Tauber
VP, Learning Research

CopyrightCopyright © 2013 Deloitte Development LLC. reserved. reserved.
© 2013 Deloitte Development LLC. All rights All rights
Copyright © 2013 Deloitte Development LLC. All rights reserved.

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Management


Agenda
▪ A brief history of MOOCs
▪ Putting MOOCs to work
▪ Questions & answers


MOOCs are…
Massive, open, online courses
•Authored by top university professors and other experts
•Usually free or low-cost
•Technology (authoring + LMS) + content + pedagogy
•Text, video, rich media, interactive exercises and
assessments and discussion forums + support


The MOOC Concept

World-class, branded universities
with highly specialized content
“unlocked” from the high prices
created by University pricing.

The Demand for Education is High


Career Education Pathway – Role for MOOCs

Formal
Education
Degree
Programs

Learners
Students
Vets
Workers

Fulfilling
Career

Post
Secondary
Education

Career
Networks
Employers
Corporate
Training
Assessments
and Career
Pathways

Professional
Development

Mentors
Friends
Advisors


Market Size is Very Large
Education
Marketplace

Employers
Corporate Skills Devt.
Demand for training, certification, skills,
and certificates (corporate training
programs and providers) paid by
corporations

Demand for courses, degrees, certificates,
and programs (universities, for-profit
degree programs, online universities)
For
Profit

~ $1.2 trllion

Not for
Profit

~ $130 billion

Skills and Degrees for Employment

Academic
Degree
Demand

Individual Skills
Development
Marketplace

Professional
Skills
Demand

Demand for professional education and skills
driven by individuals and families
(adult education, continuing education,
consultants, etc.) paid by individuals

~ $60-80 billion

But Education is Out of Step
▪ Educator and employer disconnect
▪

72% of Educators believe students are prepared
for work yet only 42% of Employers believe
students are prepared for work

▪ Entry level students are not ready
▪

45% of employers do not believe entry level
college grads are “ready” for work

▪ Cost of education skyrocketing
▪

31% of students avoid education because of high
cost, 48% in US
▪ Only half of youth believe college improved their
educational opportunities

▪ Professional Dev is very expensive
▪

Leadership development programs at major
universities cost $10K+


And the Corporate Content Market has Become Difficult
▪ Academic content has been “locked
up” in high priced universities
▪ Skillsoft, Lynda.com, and many other
smaller e-learning vendors provide
excellent but limited content
▪ Experts and authors have not had a
way to release and sell their own
expertise easily
▪ Professional development market
fragmented and has inconsistent
brand and quality


Enter the MOOCs
▪ Primary focused on the education
market
▪ Content authored by professors,
assembled and hosted by MOOC
providers
▪ University branded and supported
▪ Cohort-based
▪ Almost free today


The MOOC Market Players


MOOCs are Cohort-Based Blended Learning


Where MOOCs Fit

Collaboration (Webcast, Discussion, Blog, Wiki)

Performance
Support

Performance
Management
Goals, Objectives, Performance Plans,
Development Plans, Assessments
Reviews, Ratings, Rankings

Application

Programs, Courses, Objects, Assessments
Prices, Fees, Student Hours, Credits, Resources,
Certifications, Scores, Completions, Ratings

360 Assessment

Competency Requirements, Organizational Competencies, Skills
Job and Role Descriptions, Open Requisitions
Organizational Data (Relationships, Hierarchy, Geography)

Data

Content Interfaces

Learning Content

Succession Planning

Reporting

Learning Content

Content Development Tools

MOOCS
Content Management (LCMS)
Content+
Delivery
LMS
Platform

Career Development

Tools

Portals: Employee | Manager | Customer | Partner

Compensation Data (Current, planned, short/long term)
Employee Profile Data (Demographics, History)


edX
Non-Profit (MIT-Harvard)
Open Source Platform
Top Branded Universities
Highly Flexible Platform
Google Mooc.org
X-Series Programs


Udacity
Technical computer
Science focus
Online Degree program
With AT&T at GA Tech
“Open Education
Alliance”


Coursera
Wharton, Rice
Exec Ed Tracks
Signature Series
Focused on some
Corporate users


Udemy
iTunes for Corporate
User generated content
Excellent delivery
experience
Corporate portal and
corporate services


Where MOOCs Play
▪ Technical education for computer
science, math, statistics, psychology
▪ Leadership development and
management development and internal
training offerings
▪ Self-study for employees in wide range
of topics
▪ Validated courses for potential applicant
evaluation in recruiting
▪ Custom programs


Why MOOCs are Disruptive
▪ Changing the Education
Economics
▪ Opening up branded low cost
professional content
▪ Expanding market for many
niche academic experts
▪ Enabling self-development for
global workers
▪ Empowering L&D to develop new
forms of content


MOOCs are coming to the workplace


This is just the beginning
Interest is building
70% of Bersin by Deloitte members are interested in
exploring the use of MOOCs for corporate training
Awareness is low
69% of exec ed participants have never heard of MOOCs
Experience is rare
Only 7% of organizations surveyed by MOOCs@Work are
using them for employee learning…but 31% plan to
Josh Bersin, “The MOOC Market Takes Off”, LinkedIn, 11/2013, UNICON, “MOOCs and Executive Education”, 6/2013; 11/25/2013; MOOCs@Work survey, 10/2013


Employers Get It- Momentum Builds
▪17% of employers believe
online education is as good or
better than traditional
education. They will accept
the credential.
▪ More than half of employers
believe the quality of
education online is equal to or
superior to the classroom.

http://www.publicagenda.org/pages/not-yet-sold


The workforce wants (and likes) MOOCs
~10m people have enrolled in MOOCs to date;
50% to 70%+ are working adults, not students
- 44% participated to get skills to do their job better
- another 17% to get the skills needed for a new jobs

10%+ of exec ed participants have taken MOOCs; 54%
finished them (vs 5% to 10% for academic MOOCs)
- Only 8% are not interested in learning via MOOCs

1/3 of L&D professionals who have taken a MOOC rated it
“good” or “excellent”; only 2% said it was “bad”
Coursera, edX, Udacity and Udemy, University of Pennsylvania, 7/2013; UNICON, “MOOCs and Executive Education”, 6/2013; 11/25/2013; MOOCs@Work survey, 10/2013


7 ways companies are using MOOCs
1. Building talent pipelines
2. Onboarding new employees
3. Self-directed development
4. Workforce training
5. Educating partners & customers
6. Brand marketing
7. Collaboration and innovation


Building talent pipelines
Candidate screening:
 350+ companies, including Google, Amazon, Twitter and Facebook,
have paid Coursera and Udacity to match them with high-performing
students who might be a good fit for jobs. [Chronicle of Higher Education and Inc.]
Sponsorship:
 AT&T is sponsoring (for $2m) an MS in Computer Science at Georgia
Tech to be built and delivered in partnership with Udacity. It plans to
enroll its employees in the program in the future. [Inside Higher Ed]
Consortium:
 Google, AT&T, Autodesk, Intuit and NVIDIA, are partnering with
Udacity’s Open Education Alliance, a non-profit project geared
specifically toward teaching students and workers the skills needed to
find jobs in the technology industry. [GigaOm]

Onboarding new employees
Adapting the MOOC approach
▪ McAfee borrowed the MOOCs’ semi-synchronous “flipped
classroom” approach to overhaul its 80-hour-long new
hire orientation program.
▪ The company says it not only saved time, but it enabled
new salespeople to sell more, more quickly. [Forbes]


Self-directed career development
▪ Deloitte encourages consultants to sign-up for Coursera courses on
corporate finance, financial markets and the energy industry (but does
not credit them toward required learning ...yet). [CLO Magazine]
▪ Yahoo! reimburses its software developers and engineers for
participating in Coursera’s “Signature Track” program, which verifies
their identity and provides a certificate of completion. [Coursera blog]
▪ Jardine Lloyd Thompson encourages employees to take MOOCs
and recommends specific Coursera, edX, Udacity and Khan Academy
courses to its finance, accounting and operations staff. [MOOC News and Reviews]
▪ Datalogix uses Udemy for Organizations to give staff the opportunity
to take relevant courses when / where they have the time. [InformationWeek]

Workforce training
▪ Google enrolled 80,000 employees in Udacity’s HTML5
course, driven by Chrome Developer Relations team. [Inc.]
▪ Aquent, has created a proprietary MOOC “Gymnasium”
to build in-demand HTML5, CSS, responsive design and
coding skills within its pool of marketing, creative, and
digital media talent. [InformationWeek]
▪ Tenaris, a $10 billion manufacturer of steel pipes, is going
to be using edX’s platform and course materials for its
employee learning program. [edX and Tenaris]


Workforce training (adapted)
▪ Jardine Lloyd Thompson is blending public MOOCs with
in-house classroom workshops to improve public
speaking skills. [MOOC News and Reviews]
▪ TELUS has adapted the MOOC approach – blending
formal, informal and social learning elements – for sixweek “Lead and Grow Series” programs on leadership,
collaboration, products and customer service (although
not necessarily tied to a platform). [ASTD]


Channel / customer education
▪ SAP created its own MOOCs (openSAP) to provide fast, cost-efficient
education to its partner and customer ecosystem in order to drive
adoption of its mobile and data technologies. [SAP and Forbes]
▪ 1-800-FLOWERS.com recently signed-up Udemy to build and deliver
a comprehensive online learning program, covering business
management as well as floral design, product care and handling, for
its retail florist network, BloomNet. [The Wall Street Journal]
▪ The World Bank is working with Coursera to offer free courses on
health, education, development and climate change to its partners
and technical experts in emerging markets. [The World Bank]
▪ The IMF is doing something similar with edX, to educate government
officials about debt and financial policy making. [BBC]


Brand marketing
▪ AMC is partnering with UC Irvine and Instructure (Canvas) to offer a
massive, open, online course based on “The Walking Dead” in order
to drive a deep, sustained connection with the show. [UC Irvine]
▪ Bank of America is working with Khan Academy to provide its
customers and prospects with easy-to-understand lessons on
financial literacy. [Bank of America]
▪ The Center for Creative Leadership (CCL) is offering a MOOC
(Leadership for Real) through Instructure / Canvas. [Instructure]
▪ 23andMe developed a college-level online genetics class with Udacity
to drive awareness and hopefully demand for its genetic analysis
services. [MarketWatch]


Collaboration and innovation
▪ 100+ (undisclosed) companies and non-profits –
including one with 280,000 employees – worked with a
Coursera / University of Virginia business strategy course
to crowdsource solutions to real-world business
challenges via a platform called Coursolve. [Harvard Business Review]


Challenges for organizations
• Catalog depth
• Length
• Quality
• Customization
• Security and data privacy
• Tracking / LMS integration
• Policies and culture
• Customer support


More work to be done
How should MOOCs adapt to the needs of corporations?

Future Workplace survey of 195 corporate learning and HR professionals
Jeanne Meister, “How MOOCs Will Revolutionize Corporate Learning And Development”, Forbes, 8/13/2013


Our Advice
• Encourage your employees to take a look
• Review your policies (e.g. credit?)
• Research your options (as-is, custom, adapted)
• Get in touch (with the MOOCs …or us)
• Think about your LMS
• Look for pilot opportunities
• Push your other content providers
• Contact us to join our MOOC working group

This publication contains general information only and Deloitte is not,
by means of this publication, rendering accounting, business, financial,
investment, legal, tax, or other professional advice or services. This
publication is not a substitute for such professional advice or services,
nor should it be used as a basis for any decision or action that may
affect your business. Before making any decision or taking any action
that may affect your business, you should consult a qualified
professional advisor. Deloitte shall not be responsible for any loss
sustained by any person who relies on this publication.


Putting MOOCs to Work: How Online Education Impacts Corporate Training

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