Translating the Liberal Arts The new normal of our nation’s economic climate has brought about the rise of the prudent consumer who is frugal, cautious, and seeks proof of value before making significant investments—including paying for a college education. With the national unemployment rate hovering at its highest level in recent memory, prospective students want to be assured that they’ll gain the career skills they need to land a well-paying job upon graduation. Employers do indeed value the skills that a liberal arts education provides, but too few families in the higher education marketplace seem to understand the value of the liberal arts. What Families Think (79%), complex problem solving and analysis n 47% of Americans say the main purpose of (75%), ethical decision-making (75%), college should be to acquire specific skills and teamwork skills (71%), innovation and knowledge that can be used in the workplace, creativity (70%), and concepts and while 39% say it should be to help an individual developments in science and technology (70%). grow personally and intellectually. (Pew (AACU) Research Center) What Alumni Experience n The most common response of first-year students in 2010 when asked what reasons were n 76% of liberal arts college graduates rated their very important for going to college was “to college experience highly for preparing them for be able to get a better job,” cited by 84.7%; “to their first job, compared to 66% who attended get training for a specific career” was cited by public flagship universities. (Annapolis Group) 77.6%. (CIRP) n 60% of liberal arts college graduates said they n “This school’s graduates get good jobs” was cited felt “better prepared for life after college than by 53.3% of first-year students in 2010 as a students who attended other colleges,” while reason for choosing their college, second only to only 34% of graduates who attended public “Pursue a liberal arts “this college has a very good academic flagship universities said so. (Annapolis Group) reputation” at 62%. (CIRP) education. For most people, n Of people who majored in humanities and it’s the best foundation for a What Employers Want liberal arts, 15% work in education services, successful career.” 11% in professional services, 10% in financial n 55% of hiring decision-makers believe most services, 9% in retail trade, and 9% in health students would be better served by a broad- services. (Georgetown University Center on based education that helps them choose their Education and the Workforce) “The formula for businesses best career path, while 45% prefer an education trying to compete in today’s that specifically prepares them for the What Colleges Can Do workplace. (ACICS) economy is simple: n Communicate via various marketing/brand hire employees with the n 59% of executives think that graduates who touchpoints about the value of the liberal arts. mental agility, leadership, want to pursue advancement and long-term Go beyond mastery of subject matter to focus on and passion to navigate career success at their organizations need both skills learned. a broad range of skills and knowledge that constant change—in other apply to a range of fields and positions and in- n Provide a better understanding of what words, hire those who are depth knowledge and skills that apply to a graduates can do with liberal arts majors. liberally educated.” specific field or position. (AACU) Present evidence of post-graduation success and engage alumni in showcasing it. —A.G. LAfLey n The areas that employers feel colleges need to focus on most include written and oral n Develop an advising program and invest in HAmiLton CoLLeGe communication (89%), critical thinking and programming within the career center so that GrAduAte, retired CHAirmAn of analytical reasoning (81%), the application both can cultivate a better understanding of the ProCter & GAmbLe of knowledge and skills in real-world settings relevance and outcomes of a liberal arts education. 6400 Flying Cloud Drive | Eden Prairie, Minnesota 55344 Toll Free: 800.972.4345 | Local: 952.922.6291 | Fax: 952.922.7980 www.thelawlorgroup.com | [email protected] © 2012 The Lawlor Group. All rights reserved.