Leveraging Salesforce to Drive Career Center Success
•Download as PPTX, PDF•
1 like•587 views
Presentation from Salesforce.org Higher Ed Summit 2017 by: Katie Connor of the University of Colorado Boulder Since 2012, the job placement rate for Leeds graduates has increased from an average of 59% to over 90%. Student email click rates are up over 20%, career advising appointments have doubled, and the overall response rate to placement surveys has exceeded 99% in the past 2 years. These numbers were achieved, in part, due to leveraging technology to effectively capture data, analyze it and act on it. The use of Salesforce and Qualtrics, as the technological backbone for Leeds Career Development, combined with strong school-wide partnerships, have enabled us to increase operating efficiency and improve stakeholder engagement to drive student success.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Leveraging Salesforce to Drive Career Center Success
Similar to Leveraging Salesforce to Drive Career Center Success (20)
More from Salesforce.org
More from Salesforce.org (20)
Recently uploaded
Recently uploaded (20)
Leveraging Salesforce to Drive Career Center Success
- 1. Leveraging Salesforce to Drive Career Center Success Katie Connor Executive Director, Career Development Leeds School of Business University of Colorado Boulder Katie.Connor@Colorado.edu ~ 303-492-9052 ~ www.linkedin.com/in/katieconnor
- 2. Leeds At-a-Glance 4 Areas of Emphasis 7 Certificate Programs 400 M.S., MBA, and PhD. Candidates 3,400 Undergraduates 1,600 undergraduates and MBAs are engaged in mentoring with over 1,100 professional and alumni mentors over 90+% positive placement within 3 months of graduation for all programs among all U.S. undergraduate business programs, US News & World Report (2016) # 35 among all public university MBA programs, Bloomberg (2015) $51.3Kaverage undergraduate salary 27% start their career with one of Leeds’ top corporate partners
- 3. Leeds Career Development Office Undergraduate Career Development Operations & Analytics Mentoring Employer Engagement Career Readiness Industry Experiences
- 4. Background & Context Where We Started: (2013) 32% response rate to Senior Outcomes survey 138 of 603 graduates reporting placement opportunities Low Student Satisfaction, as reported by Business Week (#114) and EBI surveys 75% don’t know their Career Advisor is 69% need help utilizing the online job board, Career Buffs (CSO) Goals: Responsiveness – Improve data collection and utilization. Target 90% Knowledge Rate of Senior Outcomes Recognition – Increase student awareness of and engagement with Career Development. Target 80% of Seniors Engaged with Career office Results – Improve student placement. Target 90% Placement within 3 months of graduation.
- 5. Three-Pronged Approach Data Collection Engagement & Alignment Targeted Communication Customer Satisfaction Results
- 6. Strategy: Integrated Data Collection Keys to Success: Strategic approach to surveying Beyond outcomes Beyond seniors Create a culture of responding & responsiveness Tools & Tactics: Engage the “whole school” in data collection Use technology “at hand” to start, Google docs/Excel, paper forms Leverage course “requirements” and assignments to increase response Integration with TimeTrade, Qualtrics, Conga Insights: 99% response/knowledge rate is attainable Technology allows scalability and ability to track individual students Students respond to those they have a personal relationship with Invest time in training staff/faculty
- 7. Multi-Purpose Document: Personal Business Plan Reflect on progress and set goals Report needs and interests Required in 1st & 2nd-year courses Impact student outreach and planning for future Used to identify and attract new employers
- 8. Example: Identify Trends in Student Interests Student interests by industry: Based on responses from 2,397 current students Over 20,000 company-interest records in 2016-17 Use for company feedback and engagement Use to target new industries/companies for outreach 0 200 400 600 800 1000 1200 1400 Construction Transportation Education Healthcare/Medical Government Professional Services Energy Food & Beverage Consumer Products Clothing/Fashion Technology Accounting Consulting Real Estate Entertainment/Leisure Financial Services Media/Marketing # of Students
- 9. Strategy: Customize Communication Keys to Success: Continually update career interest data for all class levels Use interest/engagement data to drive outreach and intervention Share employer feedback with faculty and students Tools & Tactics: Build out extensive tracking in Salesforce.com Allow students to indicate interest in specific companies Leverage self-reported and system data about students Communicate to students in targeted approach (D2L, Email) Utilize Campaigns, Soapbox Mailer Insights: Personalized attention matters Better understanding of factors impacting satisfaction and placement Improved communication and data raises awareness and office image
- 10. Example: Targeted Student Communication Sent to targeted population: Sophomores and Juniors Looking for a spring 2016 internship Interested in Digital Marketing Area of Emphasis in Marketing
- 11. Example: Monthly Placement Update
- 12. Strategy: Drive Engagement & Alignment Keys to Success: Create feedback loops for continuous improvement Use data to support changes/new programs Share changes with students/employers Approach/Tools: Track all student and employer engagement Swipe-in to EVERYTHING! Lots of short surveys for student and employer feedback Use Salesforce for event management and communication – Campaigns, Qualtrics, Soapbox Mailer Insights: Student data valuable for driving ER strategy and Company ROI Employer feedback and student outcomes can influence programs and curriculum Centralizing communication and event management facilitates tracking Need strong employee engagement for success!
- 13. Example: Student Engagement 0 500 1000 1500 2000 2500 2011 2012 2013 2014 2015 Total Career Advising Appointments (by calendar year) Fresh/Soph Students Upperclass Students
- 14. Example: Company Engagement Dashboard Insights: Charles Schwab is the Top partner company of interest at Leeds Close to 400 students interested in Schwab, with a strong interest from Finance students Broadly Engaged in events & mentoring Track recruiting funnel from interviews to offers and acceptances
- 15. Example: Placement Dashboard Report Includes: Breakdown by industry, functional area, geographic region, GPA, etc. Salary averages and breakdown Top hiring companies, top companies giving out offers, and top companies for internships What percent of student go to work for corporate partners (27%)
- 16. Results: School-Wide Progress 150+% Increase in career advising appointments in 3 years; 5-fold increase in 1st- & 2nd- year visits 65% Increase in Career Fair Attendance 40% Increase in number of employers engaged with our office More than 20,000 student interest records captured in Salesforce.com
- 17. Advice: Start Small and Iterate Goals Partnerships DataTechnology Feedback
- 18. Salesforce Implementation: Timeline & Results Career Development Goals • Increase Engagement • Increase Response Rate • Improve Outcomes • 90% Placement • 100% Response Rate • Better Opportunities • Increase Internships • Drive Satisfaction • Sustain Success Data & Tools • Senior needs & outcomes • Multiple platforms • SF Launch Jan. 2014 • Limited outside input • Junior & Senior career interests & progress • Track student engagement • Consolidation of platforms • School-wide input • Career interests for All years • Personal Business Plans (PBP) • Single platform for data collection, tracking & communication • Employer engagement data • School-wide input Communication & Feedback • Email blasts • Limited communication by AOE • No ongoing feedback • Targeted Emails • Monthly Newsletters • Communication via SF • Program & event surveys • Targeted Emails • Feedback on PBPs • Employer updates & ROI • Continuous feedback Results • 69% of Students Engaged • 75% don’t know Career Advisor • 49% Avg. Response Rate • 59% Avg. Placement • 80% of Students Engaged • 80% of Seniors Satisfied • 99% Response Rate • 80% Internship Participation • 94% Placement • 90%+ Engagement • BW top 50% in student satisfaction & salaries • 90%+ Response • 80%+ Internship Rate • 90%+ Placement Launch: 2014 Learn: 2015 Love!: 2016+
- 19. Tips for Success! Partnerships Find internal champions to work with Use data and comparisons to get buy-in Make it easy to collaborate! Data Collection SF goals in everyone’s Job Description Help others to help you Leverage existing technology Technology Simple things make a Big difference Need a “power-user” or dedicated champion Start with the end in mind – what story do you want to tell? Integration is never easy! Be patient….
- 20. Thank you & Questions!
Editor's Notes
- Thank you to organizers and volunteers!
- Katie Leeds School of Business houses ALL BUSINESS DEGREES on the U of Colorado’s Boulder campus Part of 4-campus system, total enrollment of 66,000 Flagship Campus: 30,000 currently enrolled LEEDS: 8th oldest B-school in U.S. 3400 students TOTAL – bulk Undergraduate #’s, AOE’s, Certificates – Eship, RE, SRE, Quant Fin, International Bus, OPIM and BOS Experiential learning opps via Career Treks and growing Global initiative Unique continuum of mentoring engaging over 1,600 students in formal programs
- ONLY College on campus with Career Offc for Undergraduates – Work closely with our colleagues in Campus Career Svcs. CURRENT OFFICE FORMED in Fall 2013 Pillars include: Career Readiness – Advising, classroom integration Employer Engagement – recruiting and partnerships Mentoring – 4-year continuum of programs Industry Experiences – internships, Treks, & shadow days Operations & Analytics – Data gathering & analysis, communication, tracking of all engagement w/office
- FIRST YEAR – Focus on 3 THINGS: Improving RECOGNITION (Branding) - Student Awareness and Engagement – in order to do this, need Better understanding of Student Perspective Early DATA COLLECTION focused primarily on seniors for both REPORTING & UNDERSTANDING interests & needs Use data to help DRIVE RESULTS – IMPROVE BOTH Opportunities & Placement Last FALL, NEW INITIATIVE 90% placement goal across the school – 5 yr Avg 59%! 100% Response Rate “School-wide” Collaboration – blessing & a curse! – Everybody now in the “placement” business!
- HAVE to start with good DATA! Worked with Market Research Class to better understand student needs and preferred communication methods Create Virtuous Cycle – improved customer service, satisfaction and Results!
- Holistic approach to when/where data can be captured Do you want to collect while students are still in classes, high response, low placement OR after graduation low response, high placement – mix the two Low-tech options to allow others to share information
- Last year launched the Personal Business Plan to support data collection through all 4 years. Living document – ask for periodic updates – ONLY need to fill in new info or changes. Implemented using Qualtrics and Conga (for interface) How we gather information: SURVEYING! Via the Personal Business Plan in all 4 years at Leeds. Students can indicate their needs and interests annually through this plan.
- Sample of the type of data collected in PBP and how it can be used Targeted communication based on interests/needs Students provided about 25 industry options and then many sub-industries as well Now 2 class levels are required to complete this survey Additional questions asked about interests in specific companies, types of jobs, locations, etc.
- Use data to drive outreach to students and share info from employers Combine data with surveys w/ academic info in SF regarding major, certificates, hometown to provide personalized communication Students want Amazon.com for jobs – Encourages participation in surveys
- Once students share their interests we use that information to develop targeted communication to them via email about jobs/internships and also events The more targeted the emails are the higher the click rate on the email, proving our strategy is working!
- Example of monthly placement update sent to all Leeds staff and faculty Shows monthly progress and included fun facts for that specific month This also included ALL Leeds student populations (MBA, MS, PhD) Competition among Divisions – Schoolwide awareness and participation Monthly updates with the ability to break out into data for specific populations helps leverage competition between groups
- **OUTCOME: DirectEmployers, Google, Marketing Tracks, Reneging & no-show policies – IMPROVE CUSTOMER SERVICE!! Get a better understanding of what’s working, and what’s not! Used to rely on just survey responses to indicate outcomes, now MANY methods This has been a process to continually refine data collection measures to become more automated and consistent Continuous improvement of Office by identifying what factors impact placement Must be able to identify EACH individual student to track their progress throughout the year – excel works great for this too! Presence of data collection efforts also helps students realize that we want to help them and they have plenty of opportunities to receive help!
- More intrusive intervention and targeted communication is increasing student awareness and utilization of services – Not just Advising, but huge increases there! DOUBLED Career Advising appointments since 2013 (2457 vs. 1222); 92% increase in 1st & 2nd year appointments (242-466) Instruction to over 600 seniors via Capstone Classes 84% of all Seniors worked with CD last year (2015) Of those students reporting placement, 94% worked with CD 800 students in World of Business completed 1+ Career Labs; 3,000 total assignments completed by FIRST years Huge growth in Trek participation and Connections
- Help Employers improve their ROI by looking at success in branding on campus, growth in student interest, engagement relative to competitors Identify gaps in engagement – e.g., operations majors or Diverse students
- Example of overall reporting graphs in salesforce.com that we used and modified by each population to better understand where they were going to work, if they have jobs and other factors. Shifts in interest and hiring trends, alignment with corporate partners – CHECK Daily!
- Substantial IMPACTS school wide in very limited timeframe More intrusive intervention and targeted communication is increasing student awareness and utilization of services – Not just Advising, but huge increases there! DOUBLED Career Advising appointments since 2013 (2457 vs. 1222); 92% increase in 1st & 2nd year appointments (242-466) Instruction to over 600 seniors via Capstone Classes 84% of all Seniors worked with CD last year Of those students reporting placement, 94% worked with CD 800 students in World of Business completed 1+ Career Labs; 3,000 total assignments completed by FIRST years Huge growth in Trek participation and Connections
- To SUMMARIZE: Rome wasn’t built in a day! Identify key GOALS or Areas you need to address BUILD on what you have in ALL these AREAS CREATE Feedback LOOPS to keep driving IMPROVEMENT ****Never would have imagined we could get to 90%, LOTS of small INCREMENTAL improvement (and some BIG ones, like SF) – but took CHANGE in ALL ARENAS
- Process of ongoing learning and continuous feed back and improvement
- PARTNERSHIPS * Don’t need everyone, but need a strong core – Get them to be your CHAMPIONS! ***Be adaptable, engage YOUR whole team in various ways – e.g., Amanda HR Trek - Take advantage of “high-touch” programs DATA * ***Understanding that Numbers demonstrate VALUE – help make case for resources, demonstrate improvement and needs Engage others in Data collection – Partnerships aren’t just for ACCESS! Look for SIMPLE Solutions – GOOGLE Doc, “Not so Scary CRM” - Colgate TECHNOLOGY * Recognize different levels of comfort with data/technology Simple things, like 2 screens increase adoption ****TOOL is not a solution – doesn’t come with data, or insights!