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Page 1April 2016 Using data and labour market intelligence www.rcu.co.uk
Market Intelligence for Governors
Using data and labour market intelligence to
understand a college’s market position
Page 2April 2016 Using data and labour market intelligence www.rcu.co.uk
Governors and Market Intelligence Data
“College governors must satisfy themselves that they have a complete picture of how the college is operating by triangulating the information they receive with other sources of information”
FE Commissioner Letter to Chairs February 2014
Page 3April 2016 Using data and labour market intelligence www.rcu.co.uk
Governors and Market Intelligence Data
Strategic decision making needs to be supported by good quality market intelligence data...
...and then related to your specific values and vision.
Page 4April 2016 Using data and labour market intelligence www.rcu.co.uk
“Each review’s considerations and recommendations will be based on robust evidence, taking account of analysis and mapping data”
“Colleges need to own the process, accept the need for change and proactively work together to explore options and solutions”
“The importance of a strong evidence, base based on accurate and timely data”
Reviewing post-16 education and training institutions: guidance on area reviews (Page 15)
HM Government
Area Review and Data
Page 5April 2016 Using data and labour market intelligence www.rcu.co.uk
• Should we develop strategic partnerships with other
organisations?
• Is the current curriculum meeting the needs of
employers and the local community?
• Should the college be investing in more capacity to
deliver STEM courses and advanced manufacturing?
• Is our curriculum being delivered in the most cost
effective way?
• What areas provide the most opportunities for
generating commercial income?
Examples of Strategic Questions:
Page 6April 2016 Using data and labour market intelligence www.rcu.co.uk
Categories of Data:
Local Profile
• Claimant Count
• Current population education level
• Industry profile
• Deprivation
• GDP/GVA per head
• Age profile
• Ethnicity Profile
• Transport infrastructure
Skills Demand
• Job vacancies
• Skill shortage vacancies
• Wage rates
• FT/PT vacancies
• Gender profile
• Local insight
• Occupations and industries (SOC and SIC)
Skills Supply
• SFA funded courses
• Learner profile
• HEFCE funded courses
• Full cost provision
• Competitor analysis
• Gap analysis
Skills Need
• Skill needs projections
• LEP priorities
• Growth sectors
• Local strategic plans
Page 7April 2016 Using data and labour market intelligence www.rcu.co.uk
1. Is the data being presented understandable and clear?
2. Is the data source reliable and timely?
3. What conclusions can be drawn from the data –are these conclusions valid?
4. Does the data help in holding the college to account?
5. Does the data support strategic decision making? – is it providing ‘intelligence’ or ‘insight’.
Key Questions for Governors:
Page 8April 2016 Using data and labour market intelligence www.rcu.co.uk
• A lot of data is already in the public domain but it is often hard to find and difficult to use
• Commercial web based tools can simplify the analysis of data allowing colleges to focus on making strategic decisions
• The RCU Vector Tool gives detailed information on competitors, market penetration and market share
• The RCU LMI Tool looks at the link between skills demand and skills supply in your local area
Data and Labour Market Intelligence Tools:
Page 9April 2016 Using data and labour market intelligence www.rcu.co.uk
RCU Vector Market Intelligence Tool
Vector includes detailed information on your learners and those
attending other local providers enabling you to analyse your current
penetration in key market segments, market share and the coherence
of the curriculum offer in comparison with others.
Page 10April 2016 Using data and labour market intelligence www.rcu.co.uk
Vector is an online market intelligence tool which has been designed specifically
for the FE Sector. Currently, around 140 colleges in England use Vector.
The tool supplies:
• Interactive online maps and charts.
• Detailed 3 year trend analysis of all post-16 learners in your recruitment area.
• Provides details on college market share in comparison to other FE and Sixth
Form Colleges, School Sixth Forms and Private Training Organisations.
• Detailed curriculum tables showing what courses are being offered and the
number of enrolments at all providers, by subject area and qualification level.
• School Leaver Projections.
What is Vector?
Page 11April 2016 Using data and labour market intelligence www.rcu.co.uk
• Bespoke recruitment areas designed to be representative of the local catchment
area served by the College.
• Typically above 80% of all your College learners living within the defined
recruitment area.
Local Recruitment Area Summary
Page 12April 2016 Using data and labour market intelligence www.rcu.co.uk
• Example shows high market
share for Level 2 Health,
Nursing and Social Care
around College campuses.
• Market share drops very quickly
between inner and outer wards.
• Compare to provider analysis
charts to find out where else
learners go to study.
Market Share Map by Local Authority Ward Area
Page 13April 2016 Using data and labour market intelligence www.rcu.co.uk
• Chart shows demand at your college in comparison to other providers in the local area.
• Provides an indication as to which provider routes are most attractive to students across
different subject areas, qualification levels or even based on local geography.
Analysis of Learners by Provider Type
Page 14April 2016 Using data and labour market intelligence www.rcu.co.uk
• Chart shows three year recruitment trend for the college and other providers (by type).
• Showing how learner trends at your college compares to other providers within the
local area.
3 Year Trends by Area, Subject and Level
Page 15April 2016 Using data and labour market intelligence www.rcu.co.uk
• Chart shows course level enrolments at the college and other providers (by type).
• Broken down by year, geography, subject area and qualification level.
• Used to inform planning and to identify strengths or gaps in the curriculum offer.
Curriculum Analysis Table
Page 16April 2016 Using data and labour market intelligence www.rcu.co.uk
• Chart shows a five year
forecast of the number of
16 year old school leavers.
• This chart can be broken
down by local authority
ward.
• Can be used alongside
college applications or
enrolment data to identify
areas where the impact of a
declining or increasing
cohort would be greatest.
Year 11 School Leaver Projections
Page 17April 2016 Using data and labour market intelligence www.rcu.co.uk
• Who are the largest providers of 16-18 classroom learning in the local area?
• How does the College rank against other providers in terms of learner volumes by
subject area and qualification level?
Competitor Analysis
Page 18April 2016 Using data and labour market intelligence www.rcu.co.uk
Case Study – Priestley Sixth Form College
Campaign to increase perceptions and enrolments in Science &
Mathematics subjects
Page 19April 2016 Using data and labour market intelligence www.rcu.co.uk
ILR data - Market Share and Learner Volumes • The College uses the Vector
market intelligence to monitor
it’s presence in the local
area.
• College’s market share of A
Levels (all subjects) within
the local recruitment area
was 52% in 2013/14.
• In contrast analysis showed
market share for Science and
Maths based subjects was
consistently lower and falling.
The College Overall 2011/12 2013/14
Mathematics 200 580 38% 35% -3
Biology 150 410 41% 37% -4
Chemistry 140 410 37% 34% -3
Physics 120 310 42% 40% -2
Number of learners (16-18) Market Share Change in
Market ShareA Level Subject Area
Page 20April 2016 Using data and labour market intelligence www.rcu.co.uk
• Volume of A Level students
enrolled in Science & Maths
subjects at the College has
declined year on year.
• Chart shows a decline of 50 A-
Level Maths students at the
College.
• Similar decline within the local
School Sixth Forms.
• In contrast numbers attending
other Sixth Form Colleges have
increased slightly in the past two
years.
250
220200
10 1020
160140
150
250230
210
0
50
100
150
200
250
300
2011/12 2012/13 2013/14
A Level Maths (11/12 to 13/14)
Priestley College Other FE Colleges Private Training Providers
Sixth Form Colleges School Sixth Forms Other Providers
ILR data – A Level demand and student Trends
Page 21April 2016 Using data and labour market intelligence www.rcu.co.uk
Science & Mathematics – 16-18 learner volumes
• The College used the Vector maps to identify population density of target audience.
• This information was used to calculate which bus routes the College should focus on to attract learners.
• Paid for bus wrap around banners and adverts to promote Science & Maths delivered at the College.
• College is using this as a platform to improve conversion rate to enrolments.
• Internal analysis shows these students have stronger grades on entry.
Priestley College
10% increase in Market Share from these 3 wards
Page 22April 2016 Using data and labour market intelligence www.rcu.co.uk
• The college has already seen an increase of 16-18 year old students and
market share in some key recruitment areas, equating to an additional 120
learners from just three local wards.
• All of this new activity has been achieved without increasing the College
marketing budget which is now being spent in a more efficient way. Vector
has enabled these efficiency savings to be made by identifying key areas for
expenditure.
Outcomes
“The information RCU provided us has
proved invaluable in supporting our
marketing strategy. Working closely with the
team at RCU has led to a number of
efficiency savings and we have been able to
achieve a great deal more from our ever
tightening budget”.
Matthew Grant – Principal, Priestley College.
Page 23April 2016 Using data and labour market intelligence www.rcu.co.uk
Local Area Summary
• Is there an adequate supply of skills in the local area?
• What is the college’s current expertise / market strength of apprenticeships?
• What apprenticeship frameworks should the college seek to develop to address
local skill needs?
• What are the biggest and fastest growing occupations in the local area?
• What occupations have the highest skills shortages?
• What are the local skills Priorities identified by the LEP?
Page 24April 2016 Using data and labour market intelligence www.rcu.co.uk
• Easy to use online tool developed by RCU in partnership with AoC.
• Built within the MIDES / FE Data Hub website https://mides.rcu.co.uk/
• Provides insight into how Apprenticeships map to occupations and skills
demand at a regional and sub-regional level (including LEP area, county
council and unitary authority areas).
• Highly visual and interactive format, including maps, charts and tables.
• Supports apprenticeship planning and development and mapping to local
skills needs.
• Shows provider level analysis including rankings by apprenticeship learner
volumes and quality of provision by subject area.
• Endorsed by UKCES.
• Unlimited number of users per college.
What is the LMI Tool?
Page 25April 2016 Using data and labour market intelligence www.rcu.co.uk
Local Area Summary
The Area Summary Dashboard displays the top occupations, industries, skills shortages, priority sector and apprenticeships in the selected area.
Page 26April 2016 Using data and labour market intelligence www.rcu.co.uk
Maps of Occupation / Industry / Apprenticeships
Page 27April 2016 Using data and labour market intelligence www.rcu.co.uk
Occupations Summary
The LMI Tool enables also provides a more detailed information on local demand and supply for occupations, industry and apprenticeships.
Page 28April 2016 Using data and labour market intelligence www.rcu.co.uk
Skills Supply vs. Skills Demand
LMI Too Dashboard
Page 29April 2016 Using data and labour market intelligence www.rcu.co.uk
Page 30April 2016 Using data and labour market intelligence www.rcu.co.uk
• Digital Creative, Science and Technology is identified as a LEP priority;
• Within this area there are 380 apprentices being trained on Framework 418;
• Identified as an opportunity for the College who are currently not in this market;
• Other Colleges currently have 16% of the apprenticeship market;
• Despite being a priority skills area the proportion of overall apprentices in the area is lower than the regional and national average;
• Data presents an opportunity for the College.
Page 31April 2016 Using data and labour market intelligence www.rcu.co.uk
• Programmers and Software Development Professionals identified as a growth area;
• Forecast 7% growth in jobs by 2020;
• 26% of employers report Skills Shortage Vacancies;
• Concentration of overall jobs in the area slightly above the national average;
• Opportunity for further Skills development.
Page 32April 2016 Using data and labour market intelligence www.rcu.co.uk
Helps inform strategic decisions, e.g.
“Should we invest in this area?”
Analysis should also consider level of
skills required to identify whether skills
need can be met by apprentices.
Matching Skills Demand to Skills Supply
Skills Equilibrium Matrix