The Integration of Labor Market Data into Higher Education Julie Gacnik Associate Vice Provost, Enrollment Management and Academic Marketing

Strategy Integrate labor market data into the conversation with faculty, staff, administrators, and corporate partners. Transform the use of data from being scary/boring, to being a collaborative and engaging conversation piece. Utilize data to prioritize marketing strategies which drive enrollment goals

Change the Approach “I see trees.”

Broaden the Conversation Collaborative working groups with key stakeholders Invite individuals to be part of the conversation, versus the recipient of change Address key questions Current labor market demands Projected demands in existing market, & new markets Evaluate niche opportunities Evaluate competitors Program delivery, pricing, time to completion, ranking, etc. Evaluate alumni impact Data Visualization

Data Sources - EMSI - Labor Market Web Enrollment Trends *Use the data to guide and advise stakeholders

Sample Report CIP Code Program Creighton University Completions (2015) Other Regional Completions (2015) Regional Openings (2015) Median Hourly Earnings Regional Jobs (2015) Regional Jobs (2016) % Jobs Change (2015-2016) 51.2001 Pharmacy 177 15,124 11,615 $58.41 297,311 301,885 2% 51.3801 Registered Nursing/Registered Nurse 168 225,379 130,812 $32.45 2,775,586 2,839,401 51.1201 Medicine 152 18,150 23,471 $90.20 625,694 632,089 1% 22.0101 Law 120 39,964 17,603 $54.77 679,909 687,330 26.0101 Biology/Biological Sciences, General 103 82,060 3,419 $48.00 98,378 99,436 51.0401 Dentistry 87 5,796 3,941 $73.42 100,549 102,402 52.0101 Business/Commerce, General 80 56,684 184,326 $46.76 4,927,346 5,000,054 52.0801 Finance, General 74 44,283 61,495 $42.84 1,588,745 1,615,075 51.3802 Nursing Administration 72 6,224 14,468 $45.43 318,892 325,139 42.0101 Psychology, General 69 131,375 5,401 $35.23 119,191 121,974 31.0505 Kinesiology and Exercise Science 63 26,195 526 $25.38 18,642 18,984 52.1401 Marketing/Marketing Management, General 40,221 44,065 $44.30 1,113,977 1,137,125 51.2306 Occupational Therapy/Therapist 59 7,173 4,657 $38.54 115,725 118,094 51.2308 Physical Therapy/Therapist 57 11,354 10,893 $40.40 211,754 216,838 30.2801 Dispute Resolution 549 19,656 $28.09 582,054 587,279

Sample Occupations Report Summary Data: Occupations Linked to Marketing 52.1401 Occupation SOC Jobs (2016) - 10 County Area National Location Quotient* % Change - 10 County Area (2015-2025) % Change - National Number Change- 10 County Area Median Earnings - MN 10 County Area ($/hour) Median Earnings - National ($/hour) Number of Educational Programs - 10 County Area Number of Degrees Granted in 2015 Market Research Analyst and Specialist 13-1161 2,623 0.94 18.4% 2.9% 482 $26.11 $29.88 3 262 Sales Manager 11-2022 1,602 0.81 9.5% 9.6% 152 $50.39 $54.74 4 2,825 Marketing Managers 11-2021 964 0.91 1480.0% 13.9% 134 $46.64 $61.90 298 Advertising and Promotions   138 0.84 -2.9% $35.54

Conversation Take-aways Transparency of data Identification of possible niche program opportunities Identifies existing and new competitors Greater understanding of market trends

Marketing Insights Strategic marketing plan informed by labor market, website analytics & trends, and historical enrollment data Program prioritization Data informed allocation of resources, marketing investment and personnel, towards strategic marketing and communication initiatives