Making a Market for Competency-Based Credentials: Effective Employer Engagement
1. Making a Market for
Competency-Based Credentials:
Effective Employer Engagement
Second in a series of three webinars:
Webinar 3: What Can Colleges Do?
Nov. 5th
2. 2
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3. Today’s Presenters
Dr. Keith Bird
CSW
Brent Weil
Manufacturing
Institute at NAM
Troy Nutter
Puget Sound Energy
& PNCECE
Partnership
Moderator
Melodee Mabbitt, CSW
4. Upcoming Report
Making a Market for Competency-Based
Credentials
Thanks to the Surdna Foundation for their support
of this important work
Slides available at www.skilledwork.org
5. What is a competency-based
credential?
Accurately assures competencies, based on skills
and knowledge of the holder
Awarded based on demonstration of those
competencies
Aligns with specific industry standards and
founded on the skills/competencies needed by
employers
6. Current State of Play…
In a nutshell
Competency-based credentialing as a
concept resonates widely
Large-scale adoption and use needs:
Transparency (common language, registries)
Interoperability (quality assurance, data
infrastructure)
Making the Return on Investment clear to
employers, job seekers, and educators
10. 10
Employers as Advisors Employers as Strategic Partners
Attend Business Advisory
Committee meetings once or
twice a year to provide high
level curriculum input and
discuss labor market
opportunities
Are engaged in numerous ways:
• Identifying critical competencies
• Curriculum and assessment design
• Work- based learning
• Internships (students and faculty)
•Providing adjunct faculty and equipment
•Mapping Career Pathways
Respond to surveys and report
placement data
Help design surveys, use their connections
to increase the survey response rate, and
partner in designing the success metrics.
Work one-on-one with the
workforce units in colleges to
get their individual (customized)
training needs met.
Work with colleges (both
technical/academic and workforce
units)and their partners over time to
address workforce development needs,
especially in sector/cluster approaches
among groups of employers in industries
important to the regional economy.
11. 11
Employers as Advisors Employers as Strategic Partners
Hire graduates as needed from
existing programs.
Work with colleges to identify and map
career pathway opportunities for
students/workers, fill program gaps as
necessary, and establish an adequate
pipeline of qualified workers.
Talk about the importance of
higher skills and advise on
curriculum.
Work with colleges and provide subject
matter experts (SMEs) to identify the
competencies and skill standards needed;
design relevant curriculum and
assessments; and develop and use market
relevant credentials.
Participate sporadically on an
“as needed” basis when asked
by college or program staff.
Are engaged on an ongoing basis in program
design and refinement, and hire the
graduates of the program on a regular basis
because they have confidence in their skills
preparation.
12. The Evolution of the Business-Education
Partnerships
“Off the shelf” course offerings
Needs assessment/customized training
Organizational development approach
(“Trusted Partner” – often one on one)
Deep engagement in an industry- shared ownership of standards,
curriculum and assessments
(Provide solutions through cross industry and regional sector
partnerships)
14. 7 Success Factors
1. Strategic recruitment of employers
2. Ensure that the partnership is employer led
and driven
3. Have diversified and regular contact with
employers, including face-to-face meetings
4. Align your activities and tactics with your
strategic goals and the core workforce
challenges of your industry
• Solutions driven, not program driven
14
15. 7 Success Factors
5. Understand the critical role of the
convener/intermediary in building and
maintaining employer engagement (“glue”)
6. Understand the role of funding, leveraging and
incentives to engage employers
7. Identify, measure, and communicate
outcomes; and ensure that employers clearly
see the value of their engagement
15
16. Siemens business units see value in its use of
competency-based credentials
Well-Trained, Work-Ready Technical Workers. The Siemens Mechatronics
Systems Certification emphasizes in-demand industrial skills, troubleshooting,
and hands-on practice, providing employers with knowledgeable workers, who
are able to easily move into a variety of production, technician, and/or
engineering roles.
Objective Certification of Workers’ Technical Skills. The certifications provide
an objective, industry-aligned assessment of mechanical, electrical, and digital
technical skills, troubleshooting, and mechatronic systems thinking.
Cost Savings on Training and Education. Companies and industries can receive
much-needed skilled technical workers while drawing on local education and
training resources instead of always relying on private training companies.
18. 18
The Manufacturing Institute is the authority on the attraction,
qualification, and development of world-class manufacturing talent.
19.
20. Manufacturers Need New
Workforce Strategies
Top sources for new employees
52%
40%
40%
32%
26%
18%
15%
14%
8%
6%
Word of mouth
Staffing agencies
Online Job Boards
Newspaper Ads
Company recruiting function
External search firms
Company Websites
Tech schools
Community colleges
Other
The Manufacturing Institute & Deloitte - October 2011
27. The Manufacturing Institute Website:
www.themanufacturinginstitute.org
Employer Resources
Certification Information
Webinar Series
Join our Mailing List
The M-List:
www.themanufacturinginstitute.org/Skills-Certification/
Employer Toolkit:
www.themanufacturinginstitute.org/Skills-Certification/
Resources
28. Brent Weil
Senior Vice President
The Manufacturing Institute
E-mail: bweil@nam.org
www.themanufacturinginstitute.org
@TheMfgInstitute
Contact Information
29. Troy Nutter
Manager, Operational Training for Puget Sound
Energy
On PNCECE Board for 8 years
Primary roles on Board:
Chair, DOE Smart Grid Training Grant Governance
Board
Chair, DOL WIRED Grant Executive Leadership
Team
Industry representative
30. Pacific Northwest Center of Excellence for Clean
Energy: A Centralia College (WA) Partnership
cleanenergyexcellence.org
Formed in 2004 as the Center of
Excellence for Energy Technology with
Centralia College as convener– now
serves five states
Deep industry engagement: Involves
major power generation plants (coal,
hydro, and wind), plus major public
utilities around the state
30
31. Pacific Northwest Center of Excellence for Clean
Energy: A Centralia College (WA) Partnership
cleanenergyexcellence.org
Key partners are Labor, community
colleges, workforce boards, and
industry experts
Products include articulated “skills
standards” for key occupations,
shared purchase of key curriculum, a
revised apprenticeship program, and
the creation of a hands-on training
facility at an un-used nuclear power
plant
31
32. Value of establishing and using skill
standards
Industry workforce planning
Apprenticeship
Direct link/alignment between college courses
and work based apprenticeship
Common language
Contextualization
Military skill crosswalks
33. How do credentials and credentialing
fit into the skills standards picture?
Portable tool with value
We (industry partners) are all in this together –
we all want quality workers. We create synergies
by working together.
Conversation among partners is as valuable as the
products.
We share common concerns and develop solutions
through a strategic approach.
34. What will the partnership (Center) be
pursuing in the future?
Identify the foundational skills that apply across
all of our skill standards—those competencies that
are common across all occupations.
Work with K-12 to integrate those foundational
skills into their curriculum through
contextualization.
Additional skill panels across the industry to
expand our deeper understanding of the
competencies required.
36. Next Webinar
Making a Market for Competency-Based
Credentials: What Can Colleges Do?
November 5- 1:00 – 2:15 ET
Presenters:
Maria Coons, Harper College, IL
Barbara Hins-Turner, Pacific NW Center of Excellence
for Clean Energy, Centralia College, WA
Becky Nickoli, Ivy Tech, IN
Jeannine La Prad and Keith Bird, CSW
•NCWE Conference Session- Oct.17- Milwaukee
Notes de l'éditeur
President To think that was a once proud institution (Walden College—I wonder what we were once proud of--- Dean enters the President’s office and hands him a report— President What am I looking at? – Dean A report on what college students are learning today—it’s based on testing that measures critical thinking, complex reasoning and writing skills---almost half the kids tested made no gains after two years of college. It turns out they spend three times as many hours socializing as studying— President : Shocking. C'mon Dean. That’s why they come! And as long as we give them good grades an a degree. Their parents are happy too! Who cares if they can’t Reason?--- Dean responds-- um…employers? In the last panel we see an employer interviewing a graduate—Any special reason you're late son? Student --Yes Sir. I got trapped in a paper bag.
The Manufacturing Institute The Manufacturing Institute is the authority on the attraction, qualification, and development of world-class manufacturing talent. Affiliated with the NAM [SLIDE TRANSITION]
Key Point – There is also a serious disconnect in workforce strategies used by manufacturers. The number one talent recruitment strategy used by manufacturers is word of mouth, not through education Extended Version: Part of the blame for the lack of skilled workers rests with manufacturers though. When we asked how companies found new workers, over half said that they rely on word-of-mouth to fill positions. After that, it was staffing agencies and on-line job boards. If you look at the bottom of the list, you find community colleges and technical schools. This is where the talent is really being created and where manufacturers should be looking to supply their workforce. Extended Script Now, to be fair, manufacturers were as much responsible for this situation as students, parents, and schools. During the leaning process, many companies cut their training budgets to a minimum, eliminating the traditional, months-long training programs that new hires would enter. Few manufacturers had a choice in this regard though, because the cost of such programs was now prohibitive in the global economy. When we asked how companies found new workers, over half said that they rely on word-of-mouth to fill positions. After that, it was staffing agencies and on-line job boards. If you look at the bottom of the list, you find community colleges and technical schools. This is where the talent is really being created and where manufacturers should be looking to supply their workforce.
Key Point – There is a serious crisis facing our nation. The Manufacturing Institute developed and is currently implementing solutions to help us close the skills gap and fill our talent pipeline. The overarching solution is the NAM-Endorsed Skills Certification System. Extended Version: In response to this crisis, The Manufacturing Institute has developed and is implementing solutions that will position the U.S. to “grow our own” talent. For four years now, the Manufacturing Institute has been working on a solution to the skills gap. Our solution is based on the idea that manufacturers have incredibly strict standards for nearly every material and machine used in the industry except one – our human capital. Therefore, let’s apply a set of standards to our workforce that ensures a level of skills and competence needed in today’s manufacturing sector.
Aligning to these certifications as an essential part of the classes and pathways – e.g. machining
So what is the value to employers? Lower recruiting costs Lower entry-level training costs Improved employee retention Improved opportunities for advancement Improved employee engagement and input Lower relocation costs Improved workplace safety [SLIDE TRANSITION]
For manufacturers, we begin to direct them to quality programs. The M-List (around 50 colleges nation wide) recognizes high schools, community colleges, technical schools, and universities that are teaching manufacturing students to industry standards. Specifically, these schools offer students the opportunity to earn NAM-Endorsed Manufacturing Skills Certifications as a standard part of their manufacturing education programs. So what is the value to employers? Lower recruiting costs Lower entry-level training costs Improved employee retention Improved opportunities for advancement Improved employee engagement and input Lower relocation costs Improved workplace safety
[SLIDE TRANSITION]
Join National Manufacturing Day Manufacturing Day has been designed to expand knowledge about and improve general public perception of manufacturing careers and manufacturing's value to the U.S. economy. Manufacturing Day is for students, parents, educators, media, customers, suppliers and the community at large. Visitors will learn about real career opportunities, training, and resources. In addition, manufacturers will learn about business improvement resources and services delivered through manufacturing extension partnerships. [SLIDE TRANSITION]
Have developed 15 energy related standards and are now expanding to Smart Grid modules and occupations (i.e. Smart Grid Customer Service Representative)
Portable tool that makes the applicant more valuable by creating perceived value to both employers and employees. Sometimes employers worry that another company will steal their qualified, credentialed workers—but I believe we (industry partners) are all in this together – that we all want quality workers. We create synergies by working together —the regional approach is absolutely valuable. We can’t afford to do this work on our own. The conversation among partners is as valuable as the products (primarily skill standards in our case) that come out of our partnership.