Competing for the Future

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Competing for the Future

• Partnering Skill Standards with Industry

David Kinard, M.Ed., PCM Access Marketing
Solutions
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My Perspective

• Academics
• 7 years in higher education administration
• 4 years teaching at the college level
• Practitioner
• 11 years in marketing and communications
• Past president of Puget Sound AMA
• Graduate degree in adult learning
• Certified professional marketer

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Workforce Change
NOW
Circa 1920

• Railroad Employees lt200,000 2.1 million
• Boilermakers lt5,000 74,000
• Cobblers lt25,000 102,000
• Farm Workers lt851,000 11.5 million
• Airline Pilots and Mechanics 232,000 0
• Medical Technicians 1.3 million 0
• Engineers 1.8 million 30,000 /-
• Optometrists 62,000 lt5,000
• Marketers 1 billion 1 billion

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Workforce Change

• The service economy was 33 of our gross domestic
  product in the late 1800s. It grew to 66 after
  World War II, to 75 by the late 1970s, and to
  more than 80 today.
• Jeffrey Madrick, The End of Affluence

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Workforce Change

• More Americans
• Make computers than all forms of transportation.
• Work in accounting firms than in the whole energy
  industry.
• Work in biotechnology than machine tools.
• Work in the movie industry than the automotive
  industry.
• Nuala Beck, Shifting Gears Thriving in the New
  Economy

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A New Partner

• Within the next decade education will change
  more than it has changed since the modern school
  was created by the printed book more than 300
  years ago. Education can no longer be confined to
  the schools. Every employing institution has to
  become a teacher.
• Peter Drucker, The New Realities

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Linking the Workforce

• If you dont know where youre going, you might
  not get there.
• Yogi Berra

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Whats Important in Business
Identifying Priorities

• Financial Success
• Customer Satisfaction
• Effective and Efficient Infrastructure
• Growth and Development of People

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Whats Important in Business
Sears

• A 4 increase in employee moral has been linked
  to a 4 increase in customer satisfaction. That
  is measured to be an increase of 200 million in
  revenues, and an increase in market
  capitalization of nearly 250 million.

The Employee Customer Profit Chain Harvard
Business Review, 1998
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Linking the Workforce

• Skills Standards
• Foster an educated workforce
• Increased expectations
• Create competitive advantages
• Cycle times are reduced
• Promote innovation and change
• New levels of understanding

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Leading Industries

• Skills Standards or Competencies Articulated
• SHRM
• ASTD
• Marketing (AMA, PRSA)
• Mortgage, Banking Finance (GML, IML, CFP, CPA)
• Many Others (ISA, ASAE, NSA, AQP)

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A Bright Future

• The lines that separate our roles in the
  workforce are becoming less distinct. We are
  competing for the future as individuals and as
  organizations. Skill standards represent a
  critical element in developing not just a
  competent future workforce, but also the linking
  together of educators, employers, students and
  professionals in a manner that creates a
  competitive advantage for tomorrows businesses.

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Competing for the Future
David Kinard, M.Ed., PCM Access Marketing
Solutions
THANK YOU

• Partnering Skill Standards with Industry