Is Print Dead? Minnesota’s Multi-format Approach to Career Information

Tricia Dahlman MnCareers Editor MN Department of Employment and Economic Development

Minnesota’s Approach  Four Separate Products Workforce Development Focus Labor Market Information Integration  Career Information Partnerships  Enhanced by Customer Feedback

MnCareers  Career and educational exploration guide.  Most frequently used with high school students.  Also used with parents, post-secondary students, middle school students, adult jobseekers, welfare recipients, employers, and elementary students.

MnCareers: Purpose PURPOSE: To provide a comprehensive introduction to career management concepts and educational and workforce development resources.

MnCareers: Distribution  MnCareers is distributed to MN schools at no cost for one grade level.  This year, over 100,000 copies were distributed to public, private and charter schools, colleges, adult basic education programs, libraries, WorkForce Centers, correctional facilities, and refugee programs.  Counselors and teachers rely on the publication in a variety of ways: Classroom textbook for a career exploration unit. Resource in a career resource center. Tool for self- exploration or one-on- one career counseling.

MnCareers Website  Contains same three sections as publication: Start exploring Investigate careers Future planning  Website acts as a portal to other agencies and organizations.

MnCareers Facilitator Guide  Includes resources, lessons plans, career development activities, and worksheets.  Facilitators use with their students and clients. Use in conjunction with the MnCareers publication.

MnCareers Parent Guide  Helps parents, guardians, and mentors of young people understand the changing worlds of education and work.  Working with Saint Paul School District on how to engage parents as active participants in career information using the Parent Guide as main resource.

Total Costs  Production and distribution costs for the 2005 edition and electronic supplemental materials totaled $201,000.  We deliver the entire package (publication, guides, and website) for $1.55 each (quantity=130,000).  This is far less than the value ascribed by users in the April 2002 Survey (Median $5.00, Mean $8.55).

Partnerships  State career information products ISEEK ( MCIS (education.state.mn.us/mcis)  National career information products ACINet (  Other state agencies and organizations Minnesota Army National Guard Minnesota Higher Education Services Office Minnesota Department of Labor and Industry Minnesota State Colleges and Universities

ISEEK

MCIS

Customer Feedback  Annual online survey conducted in April  Prerequisite for complimentary ordering  April 2004 Survey: 753 respondents Represented 77.6% of contacts from previous year and 100% of those who ordered complimentary copies

Results: Satisfaction  MnCareers compares favorably to users’ ideal publication  Average: 8.53  Users report MnCareers is exceeding their expectations  Average: 8.67  MnCareers users are highly satisfied with publication  Average: 8.92

Results: Satisfaction Scores over Time ReportIdealExpectationsSatisfaction

Results: Why Print? This is one situation where hard copy is best. Some students do not have Internet access at home. Right now, students take the books home and spend time just browsing. In addition, parents like to look at the books; I have heard many compliments from them. ~High School Counselor

Results: Why Print? Reason #1: Feedback from users Overwhelmingly (90.3%), users rank print as their first choice, followed by Internet (14.3%), and CD-ROM (3.7%). The most common reasons for the print preference included the ability to hand out the publication to students, that print can be used anywhere, and that students and clients could take the information with them and share it with others.

Results: Why Print? Reason #2: How the publication is utilized About three in four use the publication as a classroom textbook (76.3%), as a tool during counseling sessions (78.0%), or as a resource in a career center library (74.1%).

Results: Why Print? Reason #3: Leverage Key objective: use the MnCareers publication as a portal to the resources available to serve Minnesotans. The MnCareers website transitions users from the print publication, with a step-by-step design to career decision-making, to resources with additional career information.

State & National Activities America’s Career Resource Network (ACRN) America’s Career Resource Network is a nationwide network dedicated to helping young people and adults get the academic and career skills they need to become productive citizens, workers, and community members.

ACRN

State & National Activities America’s Career Information Network (ACINet) A national, no fee, career information and labor market website for jobseekers, workforce professionals, and employers. Find national and local data using unique career tools, career reports, a career resource library and much more.

ACINet

Questions?

Thank you! Please feel free to contact me with any additional questions. Tricia Dahlman