Reaching out to our Local Businesses

Reaching Out to Our Local BusinessesPresented by:

Eleanor Swanke Fox

Zheng Wang

Oakland Community College

Presented to:

MI/AIR 2010 Annual Conference

November 4, 2010

According to Community College Week, employers cite a mismatch between available work and people qualified to do the work. (Community College Week, 11/2/09, pp7-8).

Students need to see that academic success has a payoff. (Jacobs, Macomb CC)

The worst thing we can do is to have a student spend good money on a training program and not have a job at the end. (Friedman, Piedmont Virginia CC)

Introduction

Source: OCC, Office of Institutional Research 2

IntroductionWe Are All In This Together

With unemployment reaching as high as 14.1% in Michigan, the only way to truly stimulate the economy is to get people properly trained or re-trained for the jobs needed. And it takes effort from all of us. So the question we all are facing is what jobs are and will be in high demand?

To answer this question, institutions need to:

Analyze labor market

Anticipate employment needs

Keep ear to the ground


Today’s Focus

Learn how OCC’s Office of Institutional Research supported the College’s program planning to help the College to be more responsive to students’ and labor market’s needs:

What occupations are projected to show most growth in region?

How to obtain a pulse of what the regional employers think about their future growth?

How can OCC help these employers reach their goals?


Oakland Community College Overview


Connecting to OCC…Multi campus community college (5 campuses across Oakland County).‐

Fall 2010 Enrollment: 28,984 headcount with 252,476.5 credit hours.

OCC’s student population is:• 56% are female• 65% attend part-time• The average age is 28, while the most common age is 19.• The five most popular programs of study are Nursing, General Studies,

Liberal Arts, Business Administration, and Science.


Research Goal & Method:


Research Goals

1. Project the fastest growing occupations in the next 10 years within the Royal Oak 10 mile radius.

2. Survey employers within the Royal Oak 10-mile radius that hire projected fastest growing occupations to inquire about their perceptions of the current and future job market outlook and their current and future hiring plans.


Local Labor Market Projections

From where do the labor market data come?

Economic Modeling Specialists, Inc. (EMSI)

Provides integrated regional demographic, economic, and labor market data, which is used for projecting future growth.

From where do the company contact lists come? Selectory Business Database (Dun & Bradstreet Inc.)

Helps identify new prospects and explore new markets


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Method Process: Creating Region

GIS:

Create campus

10-mile Radius

around Royal Oak

Campus

Source: OCC, Office of Institutional Research

11

Region


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Method Process: Occupations

GIS:

Create campus

10-mile Radius

EMSI:

Query fastest growing occupations

- 2009 – 2019

- Up to bachelor’s educational level

- Sort by median hourly earnings


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Method Process: Industries

GIS:

Create campus

10-mile Radius

EMSI:

Query fastest growing occupations

EMSI:

Run ‘Inverse Staffing’ to obtain occupations’ respective industries

- NAICs Codes are key variable to bridge occupation and industry data

- Pulled top 2 industries for each of the 10 selected occupations.


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Method Process: Company Contact Info

GIS:

Create campus

10-mile Radius

EMSI:

Query fastest growing

occupations

EMSI:

Run ‘Inverse Staffing’ to obtain

occupations’ respective industries

Selectory:

Query selected industries to create company list survey

sample

N = 3,245


Local Employer SurveyTelephone survey was used to conduct the local employer survey:

Survey sample of 200 companies (20 companies per occupation)

Interviewers would ask survey questions from a web-based survey created in SNAP (version 10).

Asked for Human Resource Department or Recruiter for specific occupation

Survey was comprised of multiple choice and open-ended questions.


Research Results:Fastest Growing Occupations and Industries

Local Employer Survey Findings


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Fastest Growing Occupations within the Royal Oak 10-Mile Radius

The projected 10 fastest growing occupations with high current median hourly earnings and the educational levels required for the occupations:

Occupation Job Growth2009 – 2019

2009 MedianHourly Earnings Educational Level

1 Registered nurses 3,519 $31.86 Associate's degree

2 Customer service representatives 2,744 $17.06 Moderate-term on-the-job training

3 Office clerks, general 1,713 $12.68 Short-term on-the-job training

4 Property, real estate, and community association managers 1,679 $13.74 Bachelor's degree

5 Business operation specialists, all other 1,677 $34.72 Bachelor's degree

6 Personal financial advisors 1,553 $18.88 Bachelor's degree

7 Medical assistants 1,249 $13.88 Moderate-term on-the-job training

8 Engineers, all other 1,139 $44.28 Bachelor's degree

9 Truck drivers, heavy and tractor-trailer 1,133 $18.58 Moderate-term on-the-job training

10 Accountants and auditors 1,127 $25.63 Bachelor's degree


Fastest Growing Industries within the Royal Oak 10-Mile Radius

The projected top 2 fastest growing industries for each of the 10 fastest growing occupations in the Royal Oak 10 Mile Radius:

Occupation Industries

1 Registered nursesGeneral medical and surgical hospitals

Offices of physicians, except mental health

2 Customer service representativesTemporary help services

Cellular and other wireless carriers

3 Office clerks, generalTemporary help services

Offices of physicians, except mental health

4 Property, real estate, and community association managers

Offices of real estate agents and brokers

Other activities related to real estate

5 Business operation specialists, all otherTemporary help services

Managing offices


Fastest Growing Industries within the Royal Oak 10-Mile Radius (Cont.)

The projected top 2 fastest growing industries for each of the 10 fastest growing occupations in the Royal Oak 10 Mile Radius:

Occupation Industries

6 Personal financial advisorsInvestment advice

Securities brokerage

7 Medical assistantsOffices of physicians, except mental health

General medical and surgical hospitals

8 Engineers, all otherTesting laboratories

Temporary help services

9 Truck drivers, heavy and tractor-trailerGeneral freight trucking, long-distance

Other specialized trucking, long-distiance

10 Accountants and auditorsPayroll services

Tax preparation services


Local Employers to Survey The survey population of 3,245 companies was obtained from the 11 unduplicated industries listed below that had companies within the Royal Oak 10-mile radius.

General medical and surgical hospitals Offices of physicians, except mental health Temporary help services Offices of real estate agents and brokers Other activities related to real estate Investment advice Securities brokerage Testing laboratories General freight trucking, long-distance Payroll services Tax preparation services


Local Employer Survey Findings

The Royal Oak survey was designed to inquire about the area employers’ perceptions of the current and future job market outlook and their current and future hiring plans.

The survey population included 3,245 companies within the Royal Oak 10 mile radius, within Oakland County.

A sample of 200 companies was selected and contacted, and 64 of them participated in the survey (32% response rate).


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Local Employer Survey FindingsThe number of participating employers in each surveyed occupations:

OccupationsNumber of Participating

Employers

1 Registered nurses 5

2 Customer service representatives 5

3 Office clerks 5

4Property, real estate, and community association managers

6

5 Business operation specialists 1

6 Personal financial advisors 11

7 Medical assistants 10

8 Engineers 12

9 Truck drivers 3

10 Accountants and auditors 6


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Local Employer Survey FindingsOccupation Demand in 3-5 yearsWhen asked if their needs for the surveyed occupation would increase, decrease, or stay the same in 3-5 years, 54 employers responded to the question.


Occupations Increase Decrease Stay the

same Don’t know/

Not Sure

Registered nurses (n=5) 40% 0% 60% 0%

Customer service representatives (n=3)

67% 0% 33% 0%

Office clerks (n=4) 50% 0% 25% 25%

Property, real estate, and community association managers (n=6)

33% 17% 50% 0

Business operation specialists (n=1) 100% 0% 0% 0%

Personal financial advisors (n=10) 40% 0% 60% 0

Medical assistants (n=10) 50% 0% 30% 20%

Engineers (n=8) 17% 0% 50% 33%

Truck drivers (n=3) 67% 33% 0 0%

Accountants and auditors (n=4) 25% 0% 50% 25%

Overall (n=54) 43% 4% 46% 7%

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Local Employer Survey FindingsOccupation Demand in 5-10 yearsWhen asked if their needs for the surveyed occupation would increase, decrease, or stay the same in 5-10 years, 54 employers responded to the question.

Occupations Increase Decrease Stay the

same Don’t know/

Not Sure



67% 0% 33% 0%

Office clerks (n=4) 75% 0% 0% 25%


67% 17% 17% 0%

Business operation specialists (n=1) 100% 0% 0% 0%

Personal financial advisors (n=10) 70% 0% 10% 20%


Engineers (n=8) 75% 0% 0% 25%

Truck drivers (n=3) 67% 0% 33% 0%


Overall 67% 2% 13% 18%


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Local Employer Survey FindingsPreferred Educational Level When asked what educational level they preferred to the surveyed occupation, 51 employers responded to the question. The following table shows their responses.

Occupations High

School Diploma

Associate Degree

Bachelor’s Degree

Master’s Degree or

Higher



33% 67% 0% 0%

Office clerks (n=4) 0% 100% 0% 0%


0% 0% 100% 0%

Business operation specialists (n=1)

0% 100% 0% 0%

Personal financial advisors (n=10) 0% 0% 60% 40%


Engineers (n=8) 0% 0% 29% 71%

Truck drivers (n=1) 0% 0% 0% 0%


Overall 4% 37% 39% 20%


Local Employer Survey FindingsQualified Candidates

Twelve of the 56 responding employers said they had difficulty finding qualified candidates for the surveyed occupations including:

1 of 3 employers hiring customer service representatives4 of 10 employers hiring medical assistants3 of 10 employers hiring personal financial advisors1 of 6 employers hiring property, real estate and community association

mangers3 of 5 employers hiring registered nurses

Two employers shared that they had difficulty finding qualified candidates for other occupations including:

sales positionadministrative/office staff position


Local Employer Survey FindingsExperiences with OCC Graduates

Thirteen out of the 54 responding employers have hired OCC graduates.

Among the 13 employers, 11 were very satisfied and 2 were satisfied with the OCC graduates they have hired.


ImplicationsThe current research provided detailed information regarding Royal

Oak area employers’ current and future hiring plans.

While many responding employers have slowed down their hiring process during the economic downturn, the majority of them felt their future needs for the surveyed occupations would increase.

Customer service representatives, office clerks, business operation specialists, and truck drivers would be in heavy demand in 3-5 years in the Royal Oak area.

All 10 surveyed occupations except for accountants and auditors would be in heavy demand in 5-10 years in the Royal Oak area.


Implications

There were six occupations for which many employers claimed they had difficulty finding qualified candidates:

registered nursesmedical assistantscustomer service representativespersonal financial advisorssalesadministrative/office staff


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Next Steps for Royal Oak CampusDeans are using this information to help them strategize

course and program offerings in the next few years.


Thank you for your Time!

Contact Information:

Eleanor Swanke Fox: 248-232-4521 ([email protected])Zheng Wang: 248-232-4509 ([email protected])

Office of Institutional ResearchOakland Community College

2900 Featherstone RoadAuburn Hills, MI 48326
