EdTech Europe 2015 [Track 2]: Burning Glass, Matt Sigelman, From Enrolment to Employment: Moving from Learning Outcomes to Career Outcomes

1. © 2015 Burning Glass Technologies — Proprietary and Confidential
Matching People
& Jobs
Reemployment &
Education
Pathways
Resume Parsing &
Management
Real-Time Jobs
Intelligence
Matching People
& Jobs
Reemployment &
Education
Pathways
Resume Parsing &
Management
Real-Time Jobs
Intelligence
June 2015
From Enrollment to Employment:
Moving From Learning Outcomes to Career Outcomes
EdTech Europe 2015
Matt Sigelman
CEO, Burning Glass Technologies
One Lewis Wharf, Boston, MA 02210 | +1 (617) 227-4800 | www.burning-glass.com

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Career Outcomes Are Top of Mind for Students and
Families…
For Parents: “To get a good job” is top reason for going to college.
For Students: Adult learners expect a career boost from their investment in education
• Europe 2020 goal is that 40% of Europeans age 30-34 will complete tertiary
education.
• The majority of European distance learners (70%) are employed, and most cite better
career prospects for seeking more education.
• As few as 16% of U.S. college students can be defined as “traditional”: 18- to 22-
years-old, financially dependent on parents, in college full-time, living on campus.
The Result: Career alignment is top of mind for key stakeholders.
Sources: The College Decision-Making Process: A Survey of Parents of 5th Through 12th
Grade Students, Inside Higher Ed and Gallup, 2013. Pelletier, Stephen G., “Success for
Adult Learners,” Public Purpose, Fall 2010. Europe 2020. IDEAL Project.

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…But It’s Challenging to Measure Outcomes
Beyond the Academy’s Walls
Discrete, Measurable
Outcomes:
 Course completion
 Skill acquisition
 Student retention
 Graduation
 ….
Market Outcomes:
? Initial job placement
? Skill alignment with market demand
? Long term career & income mobility

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Big Data Is Changing the Way Both Tertiary Education
Institutions & Schools Track the Job Market
Visit Online
Job Sites
Collect &
Deduplicate
Job Postings
Read Postings to
Generate Detailed Data
• Job Title & Occupation
• Employer & Industry
• Technical Skills
• Foundational Skills
• Certifications
• Educational Requirements
• Experience Levels
• Salaries
Real-time job market data enable schools to keep abreast of and
align with employer demand in ways not previously possible

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Higher Unemployment for Courses
without Specific Career Tracks
Students with the Skills Required in the Jobs They Are
Preparing for Do Better Than Those Who Don’t
14.7%
9.8%
9.2%
5.0%
7.0%
4.8%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Information
Sciences
Arts Law and
Public Policy
Education Engineering Health and
Sciences
UnemploymentRate
Source: Carnevale, Anthony; Hard Times: College Majors, Unemployment and Earnings, 2013. Georgetown Center on Education and the Workforce, 2013.
Lower Unemployment for
Courses Tied to Growing
Sectors

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But Too Often We Get This Wrong
Case Study: The Misguided Promotion of Video Game Design
Higher Education is Pushing Video Game Design
• Nearly 100 Video Game Design programs across the US, including
many at the sub-baccalaureate level
• Number of programs has doubled
BUT…
• Only 6,000 jobs in video game design last year
• 89% require a bachelor’s or higher
• <5% are open to those without prior experience

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Out of Alignment
What CS Departments Teach Doesn’t Match the IT Job Market
46% of IT Jobs
Sample Occupations
For IT Categories
Business Intelligence Analyst
Database Administrator
Data Mining Analyst
Computer Support Specialist
Systems Analyst
Network/Systems Admin
IT Project Manager
Chief Information Officer
Occupational Hierarchy
13% of IT Jobs
36% of IT Jobs
All
IT
Jobs
Networking/
Support
Database
Administration
Development
Management
4% of IT Jobs
Software Engineer
Web Developer
UI/UX Designer

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This Is a Problem with Real Economic Impact
Case Study: The Skill Gap in Cybersecurity Jobs
Demand for cybersecurity jobs in the UK has grown faster than postings
for IT positions and jobs and general. In 2013, there were 13,776 postings
for cybersecurity related jobs.
Growth in Job Postings: 2012 – 2013
1%
6%
8%
0%
5%
10%
15%
20%
All Jobs All Computer Jobs Cyber Security Jobs

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Demand Exists Across a Range of Functions
Cybersecurity jobs cut across a range of industries, including professional
services, defense, financial services, health care and retail. Cybersecurity
roles fall into a range of categories. Engineers and consultants are most
common.
7%
7%
12%
13%
14%
15%
26% of Postings
0 200 400 600 800 1,000 1,200 1,400 1,600 1,800
Specialist/Technician
Architect
Auditor
Manager/Administrator
Analyst
Consultant
Engineer
Total Postings 2013
Top Titles for Cyber Security Job Postings

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And a Range of Industries Beyond the Tech World
Defense
• Thales Group
• BAE Systems
• Ministry of Defence
Finance/Accounting
• KPMG
• Royal Bank of Scotland
• PricewaterhouseCoopers
Consulting
• Acumin
• Capgemini
• Logica
Industry
• General Electric
• British Petroleum
• Centrica
Retail
• Sainsbury’s
• Tesco
• The Co-operative
Computers/Electronics
• Hewlett-Packard
• Rackspace
• ARM Holdings
• Attenda
Education/Healthcare
• National Healthcare Service
• University of Southampton
Communications and Media
• Vodafone Group
• British Sky Broadcasting Group
• Royal Mail

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On average, median cyber security salaries offer a premium of ₤12,000 over
the salaries for computer jobs overall.
But There’s a Gap: Employers Have to Pay a Premium
It’s not just that we’re seeing an emerging group of new cyber security
careers. Even jobs with the same job title, but which involve
cybersecurity work, command a premium.
£40,500
£52,500
£0
£10,000
£20,000
£30,000
£40,000
£50,000
£60,000
All computer jobs Cyber Security Jobs
MedianAdvertisedSalaries

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Why? Cybersecurity Roles Require a Range of Skills
Not Typically Trained Together

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And Cyber Jobs Ask for Certifications in Short Supply
CISSP Supply and Demand in the UK
There are more than 11,000 positions that request CISSP certification,
but only around 5,000 workers have one. Cybersecurity postings in
the UK are five times as likely to request a certification as computer
jobs in general.
0
2000
4000
6000
8000
10000
12000
Certified Workers Posted Openings

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Achieving Better Career Outcomes
> Align the curricula of existing programs by
integrating content on emerging, high-
demand skills.
> Supplement existing programs with external
content
> Compile content into new programs titrated
to specific career progressions
> Signpost programs, courses, and content so
that their relevance is clear
Evolutionary
Disruptive

15. 15© 2015 Burning Glass Technologies — Proprietary and Confidential
• Social Media is now the #1
skill for Marketing Specialists,
with demand doubling since
2010.
• The rise of big data and
quantification of marketing has
resulted in a corresponding
increase in Data Analysis
demands on marketing
professionals.
Top Skills for Marketing Specialists
Align Curricula with Emerging Skills

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Aligning Curricula with Industry Requirements
Case Study: Upcredentialing in Middle-Skill Biotech
> More than 25,000 middle-skill opportunities in biotech
last year nationwide.
> Yet, the credentials gap is threatening the viability of
these careers.
> Innovative programs are analyzing employer demand in
order to deliver graduates with exactly the right skill sets.

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UK Biotech Employers Request Higher Credentials
than Other Employers Advertising for Similar Jobs
Sub-Bachelor’s Degree Biotech Occupations
Biotech Industry
% of Postings
Requesting
a Bachelor’s Degree
Overall
% of Postings
Requesting
a Bachelor’s
Degree
Differential
All Jobs* 86% 54% +32%
Medical Laboratory Technicians 49% 31% +18%
Quality Control Analysts 90.% 73% +18%
Manufacturing Production Technicians 89% 32% +56%

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But This May Be Driven by Need for Just a Few Extra Skills
Skills Required for Jobs
Requesting a BA
(Ranked in Order of Frequency)
Chemistry
Biology
Laboratory Testing
Laboratory Equipment
Data Entry
Calibration
Sample Preparation
Experiments
Cleaning
High Performance Liquid
Chromotography
Biochemistry
Skills Required for Jobs Requesting
a Sub-BA Credentials
(Ranked in Order of Frequency)
Chemistry
Laboratory Testing
Laboratory Equipment
Data Entry
Sample Preparation
Cleaning
Good Manufacturing Practices
(GMP)
Specimen Collection
Laboratory Procedures
Labeling
Calibration
Top Skills for Medical and Clinical Laboratory Technicians
> Adding hard science skills to sub-BA manufacturing programs
could help students compete for some BA-level biotech roles

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Achieving Better Career Outcomes
> Align the curricula of existing programs by
integrating content on emerging, high-
demand skills.
> Supplement existing programs with
external content
> Compile content into new programs titrated
to specific career progressions
> Signpost programs, courses, and content so
that their relevance is clear
Evolutionary
Disruptive

20. 20© 2015 Burning Glass Technologies — Proprietary and Confidential
General Degree {Technical Skills} A GOOD JOB
Non-Technical
Degree
Top jobs for Liberal Arts
grads include:
• Recruiters
• Administrative
Assistants
• Store Managers
• Account Representatives
Marketing Skills
Adding Marketing skills
such as:
• Market Research
• Product Marketing
• Product Management
• Marketing Materials
More, Higher
Paying Jobs
Opens up new jobs
such as:
• Marketing Specialist
• Market Research Analyst
• Communications
Coordinator
+ =
Supplement: Employers Want Graduates to Be Job-Ready
A Skills-Based Approach for General Studies Graduates

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Microsoft Excel & Office: Employers’ Top Requested Software Skills
Excel and Office are the #1 and #2 most requested software skills by employers, followed by
Windows Operating System, SQL, Java and Oracle.
Value of Excel in the Job Market
44% of all postings are in occupations where Excel is a commonly required skill
56% of BA+ level postings are in occupations where Excel is a commonly required skill
36% of sub-BA postings are in occupations where Excel is a commonly required skill
Value of Office in the Job Market
37% of all postings are in occupations where Office is a commonly required skill
47% of BA+ level postings are in occupations where Office is a commonly required skill
35% of sub-BA postings are in occupations where Office is a commonly required skill
Supplement: The Full Package for Being Job-Ready

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Supplement: Where You Live Drives What You Learn
Production Managers in Aberdeen’s Oil Industry Need Specific Skills
Workplace Health and Safety
Engineering Management
Business Management
Inspection
Procurement
Technical Support
Contract Management
Key Performance Indicators
Repair
ISO 9001 Standards
Specialised Skill
Requirements for Production
Managers in Aberdeen
Key Performance Indicators
Engineering Management
Lean Methods
Business Management
Operations Management
Product Sales
Machinery
Performance Management
Six Sigma
ITIL
Specialised Skill
Requirements for Production
Managers in Birmingham

23. 23© 2015 Burning Glass Technologies — Proprietary and Confidential
Achieving Better Career Outcomes
> Align the curricula of existing programs by
integrating content on emerging, high-
demand skills.
> Supplement existing programs with external
content
> Compile content into new programs
titrated to specific career progressions
> Signpost programs, courses, and content so
that their relevance is clear
Evolutionary
Disruptive

24. 24© 2015 Burning Glass Technologies — Proprietary and Confidential
Titrating Programs to Specific Market Opportunities
Case: Building Employees to Suit

25. 25© 2015 Burning Glass Technologies — Proprietary and Confidential
Titrating Programs to Specific Market Opportunities
Case: Identifying Niche Job Market Opportunities

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Titrate: Pathways for Machining Careers

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Titrate Learning to Careers: Mapping It Back to Content
Top Skills in Demand for
Financial Analysts (2014)
Corresponding Learning Units,
Wiley’s Keiso Accounting
Financial Analysis Securities; Investments
Financial Reporting Conceptual Framework for Financial
Reporting; Accounting Changes &
Error Analysis; etc.
Forecasting Time Value of Money
Financial Statements The Income Statement & Related;
Balance Sheets & Statements of Cash
Flow; Full Disclosure
GAAP Accounting Accounting Standards; Revenue
Recognition; etc.
Cash Flow Analysis Statements of Cash Flow; Cash &
Receivables Accounting
SAP ---

28. 28© 2015 Burning Glass Technologies — Proprietary and Confidential
Achieving Better Career Outcomes
> Align the curricula of existing programs by
integrating content on emerging, high-
demand skills.
> Supplement existing programs with external
content
> Compile content into new programs titrated
to specific career progressions
> Signpost programs, courses, and content so
that their relevance is clear
Evolutionary
Disruptive

29. 29© 2015 Burning Glass Technologies — Proprietary and Confidential
Signpost: Empower Students to Make Smart Choices
 Ranking of jobs by local labor market demand focuses job seekers efforts
on areas with robust opportunity.
Pre-Enrollment: Select a Degree Program Informed by Local Labor
Market Demand

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Signpost: Select Courses That Align with the Market
Helping Students Identify What They Should Learn to Progress
Health Informatics Career Ladder & Corresponding Skill Development

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Signpost the Relevance of What Students Are Learning
Case: Mapping Content to High Demand Skills – Wiley’s Keiso Acctg
Chapter Chapter Name Selected Relevant High Demand Skills
1
Financial Accounting
and Accounting Standards
Financial Statements; Financial Reporting; Generally
accepted Accounting Principles (GAAP)
2
Conceptual Framework for
Financial Reporting
Financial Reporting
3
The Accounting Information
System
Accounting Systems; Full Cycle Accounting; Financial
Statements
4
Income Statement and Related
Information
Financial Statements
5
Balance Sheet and Statement of
Cash Flows
Balance Sheet Preparation; Cash Flow Analysis
6
Accounting and the Time Value
of Money
Accounting; Annuities Finance; Annuities Industry
Experience; Financial Modeling
7 Cash and Receivables
Cash Handling; Cash Management; Accounts Payable
/ Accounts Receivable; Fixed Asset Accounting
8
Valuation of Inventories: A Cost-
Basis Approach
Inventory Problem Resolution; Inventory Accounting;
Cost Analysis; Cash Flow Reporting; Cash Flow and
Reconciliation
9
Inventories: Additional Valuation
Issues
Inventory Accounting; Retail Inventory
10
Acquisition and Disposition of
Property, Plant, and Equipment
Property Accounting; Real Estate Accounting; Fixed
Asset Accounting
11
Depreciation, Impairments, and
Depletion
Cost Allocation
12 Intangible Assets Asset Valuation; Intellectual Property

32. 32© 2015 Burning Glass Technologies — Proprietary and Confidential
Achieving Better Career Outcomes
> Align the curricula of existing programs by
integrating content on emerging, high-
demand skills.
> Supplement existing programs with external
content
> Compile content into new programs titrated
to specific career progressions
> Signpost programs, courses, and content so
that their relevance is clear
Evolutionary
Disruptive

33. 33© 2015 Burning Glass Technologies — Proprietary and Confidential
For more information, contact:
Matthew Sigelman
CEO
+1 (617) 227-4800
msigelman@burning-glass.com