Developing an employability strategy that delivers measurable impact Gary Argent AGCAS Annual Conference, 3rd September 2015

Aims for this afternoon Look at why we should have an Employability Strategy Think about how to design it, develop it, share it and refine it Consider six questions that will inform your Strategy

A plan of action designed to achieve a long-term or overall aim* Why have a strategy? A plan of action designed to achieve a long-term or overall aim* A good strategy helps to: Clarify your purpose Align a team’s efforts and prioritise activities Track progress, highlight problems and demonstrate success An Employability Strategy helps a university to: Demonstrate an institutional focus on employability Encourage purposeful collaboration Show others how your work makes an impact * Oxford English Dictionary

Developing a strategy Analyse Develop Refine Share

Analyse: From Here to Where? Who are our stakeholders and how do they view us? Where are we now and where do we want to be? What is unique about our situation? How will we be judged? Analyse Refine Develop Share

Choose two stakeholders: what are the main things that drive them? Who is watching you? Exercise Identifying your stakeholders and understanding what is important to them. Choose two stakeholders: what are the main things that drive them?

How do stakeholders view us: the employer perspective What would employers say your strengths and weaknesses are? Where are they right? Where are they wrong? How can we improve mutual understanding? Analyse Refine Develop Share

Exercise How do employers see us? Understanding how your stakeholders view you right now. How would employers describe your institution? Where are they right, and where are they wrong?

Understanding your stakeholders What are their drivers? How do they view the service? Perceptions that need to change? How will they define success? Senior Management Students The team Employers Prospective students / parents etc….

How did this look @ City? Stakeholder What are their drivers? How do they view the service? Perceptions that need to change? How will they define success? Senior Management New Vision for City Comparator list VC’s Big-6 Reactive, small, good employer links, isolated, invisible “A place to get your cv checked”, breadth of careers activities Sunday Times GUG QS Global Rankings DLHE & NSS Students The team Employers Prospective students / parents etc….

Developing the strategy: plotting the journey Setting objectives Identifying your strategic themes: general and specific Reviewing resources, managing expectations, measuring progress Analyse Refine Develop Share

Exercise What are your themes? Defining your strategic themes. What are the general themes for your employability strategy? What other themes might be more specific to your institution?

What did we have @ City? Strengths Weaknesses Strategic Themes General Industry links & Tech City Distributed activities Vocational courses Senior visibility Diverse student priorities Lack of CCs Careers Hub Tech City Strengths Weaknesses Unitemps DLHE collection Campus noise Big name unis nearby Marketing & DARO Outreach in Careers Lack of awareness / late engagement General Specific Engage early, but avoid overload Employability as a collaboration Strategic Themes The value of extracurricular activities Unique place on the student journey Careers guidance vs. CV checks Measurement, beyond DLHE

An example Employability Strategy Widening Participation  Pre-joining messages Induction & Orientation  Working with academics Early engagement Where do I want to be?  Personal skills audit A plan to get there Employability modules Feedback & annual report  Data Dashboard Key Performance Indicators Review & improve Aspirations & plans Record & reflect CVs and applications  Interview technique Assessment centers “What’s Your Story?” On the course  Extracurricular activities Part time jobs Volunteering Prepare for assessment Develop your skills PDP  Skills Award HEAR Taster sessions  Internships Placements Start-ups Employers on campus  Alumni Professional networks Make introductions Industry experience

Sharing the Strategy How should we tell the story? Who do we need agreement from, and who might object? What is your core message? How can a compelling story help with delivery? Analyse Refine Develop Share

Making your message memorable “Made to Stick: Why some ideas take hold and others come unstuck” Chip and Dan Heath, Arrow, 2008 Simple Unexpected Concrete Credible Emotional Stories

What is your core message? Exercise Identifying your core message. What is the single most important message in your employability strategy that you want to make stick?

Sharing @ City A clear definition of employability A simple core message A “Fundamental Concepts” elevator pitch Raising aspirations while setting expectations…. Activities in black are happening already Activities in orange are happening to some extent, but need further development or additional resource Activities in red are aspirational and not yet happening at City

Refining the strategy Tracking throughout the year Reporting at year end Highlighting achievements Showing that you listened Analyse Refine Develop Share

A data dashboard School of Engineering Guidance Appointments Oct-14 Booked Attended No-show First Year 192 176 8.3% 117 111 5.1% Second Year 204 199 2.5% 191 188 1.6% Final Year 251 241 4.0% 263 8.4% Postgrad 98 92 6.1% 91 79 13.2% Total 745 708 5.0% 662 619 6.5% Employer events 501 343 31.5% 447 320 28.4% 767 667 13.0% 810 698 13.8% 1121 903 19.4% 1188 902 24.1% 881 735 16.6% 805 668 17.0% 3270 2648 19.0% 3250 2588 20.4%

How would you like to be measured? Exercise Identifying ways to measure your performance. What are your senior team’s Key Performance Indicators? What would you like your Key Performance Indicators to be?

How did I demonstrate progress @ City? Be regular Weekly updates, monthly dashboard, annual report, ROI Be eye catching Worked with Central Marketing, lots of stories, celebrate collaborations Be persistent Consistent messages, well briefed team, well briefed boss Be innovative The student engagement index

Today, you have started to write your strategy What drives your stakeholders? Is their perception of what you do accurate? What needs to change? Can you draw on best practice elsewhere to inform your strategy? How does the uniqueness of your institution influence your strategy? What is the core message that will help you share the strategy? What can you measure to demonstrate success? Analyse Refine Develop Share

Questions Gary Argent gary.argent@graduate-transitions.co.uk 07961 886 512 @GraduateTrans www.graduate-transitions.co.uk