Even for schools attempting to offer career outcomes to visitors, it can be difficult to drive learners to job market resources that aren’t front-facing. Daniel Nieman, Web and Digital Media Producer and Senior Information Technology Analyst at West Valley College, said the use of external career resources on the school’s website has made learners work for answers to important questions.
“Driving traffic to external resources presents its own challenges,” Nieman said. “When content is not presented clearly on our website, it adds an extra step for learners to navigate.” He said consistency has also been an issue since career options displayed on a partnered site often do not line up with a student’s selected program.
Nieman pointed out a lack of job market data on West Valley’s website, which puts the onus on learners to find their ROI. “We did not have much to offer in relation to salary data or employment trends in our area.”
When content is not presented clearly on our website, it adds an extra step for learners to navigate.
West Valley’s program pages currently disclose career options in a static format. “We are just doing a ‘list item’ of occupations around a degree or certificate. It's not informative, dynamic, or engaging.”
How Personalization and Pathways Software Engages Learners
Acknowledging the need for seamless learner personalization and clear-cut ROI, West Valley College is implementing Modern Campus Pathways to transform the student experience.
Seamlessly integrated with Omni CMS and Destiny One, the module presents learners with a Job Market Outlook that displays relevant labor market data on course, program and certificate pages. As a result, students can make informed decisions that help them launch successful careers.
As West Valley grows with the Modern Campus Pathways, Nieman credits the Job Market Outlook feature with enabling the college to showcase specific career outcomes—the content students are in dire need of—directly on the college website.
Nieman points out, “[Students] can see an overview of those currently employed in a specific position, as well as average salary and employment trends.” This kind of transparency will allow learners to see their outcomes at a glance. “[Students] can see the top occupation for people in this area, then see a description of that occupation.”
Students can see an overview of those currently employed in a specific position, as well as average salary and employment trends.
The module also offers the Career and Program Explorer, an advanced search feature that allows learners to compare programs and careers for return on investment. With this tool, West Valley students can make easy career comparisons by cost, completion time, and median salary.
Persona-based Templates utilize input from students to suggest program paths and present pertinent information that drive them through the college’s enrollment funnel. Nieman said this can be the push that many learners need to enroll.
“We now have a ‘call to action’ that sends students directly to the Career Services page, which encourages them to dive deeper into exploring a career around one of our programs or certificates.”
Massive Personalization and Career Pathways
Revolutionize the student experience at your college or university with a personalized digital student engagement strategy using your most powerful tool—your website.
Keep Learners for Life with Pathways Software and Personalization
Learners are looking for an academic experience that puts them on a pathway to a great career. Providing career pathways on your institution’s website helps students connect your offerings to concrete outcomes, which is critical to grabbing a learner’s attention. Just like the most successful online retailers, highlighting the product from the outset helps manage expectations and form positive connections with the brand.
By placing this information front and center, institutions help learners understand the various career options available to them—and how investing in your institution can help them make their goals a reality.
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