Employer Entry-Level Skill Needs Executive Summary

Enclosure I: Executive Summary

Methodology of the Study

MRP/Ci was contracted by the High Country Workforce Development Board to conduct a small, quantitative study of employers in the seven counties which constitute the D Region of North Carolina. The purpose of the research was to investigate employer needs of new job applicants to assist in developing an efficient training regimen to assist both employers and potential new employees. MRP/Ci conducted a total of 179 telephone surveys with employers in Alleghany, Ashe, Avery, Mitchell, Watauga, Wilkes and Yancey: the seven counties of High Country. The survey was designed by High Country and its affiliates and the list of names was supplied by High Country. MRP/Ci confirmed and tested the database, conducted the surveys, tabulated and entered the results into our statistical software package and analyzed the results.

Surveys were conducted randomly with employers throughout the region. MRP/Ci randomly selected 600 listings from the database provided by High Country and mailed them an "Introductory Letter", introducing MRP/Ci, the nature of the study and when they could expect to be called by MRP/Ci's interviewers. MRP/Ci then called these business listings to ask for their participation. In all, 165 businesses voluntarily participated in the study from this source.

Once these businesses were randomly selected and contacted, High Country also wished to survey the large employers in the seven county area which were not contacted in the random selection. Three businesses were surveyed additionally in this pool: Tyson Foods, "The Hatchery" and Lowe's corporate office.

Finally, The Workeforce Development Board members who represent the private sector were surveyed. Eleven council members in all participated.

The results of the study produced a total of 179 completed questionnaires. In terms of the validity of this sample, the results produced a study of the total employer population with a 90% confidence level and 5.95% margin or error. These figures indicate that the results of each question produce percentages that are highly reliable (90%) with a small margin of variance (5.95%), meaning the study's results are representative of the population of the study (Seven county employers) and actionable measures can be taken with high probability of positive results.

Background

MRP/Ci was contracted to help determine skill level requirements of employers in the seven county region. The High Country Workforce Development Board wished to identify the needs of employers in regards to new employees and the skills those employees need to secure employment from their company. The study was conducted as a quantitative telephone study, with the questionnaire designed to obtain a rated response from the respondents for each attribute an employer may seek in a job applicant. The respondents indicated by each attribute whether it was not important for new employees to know (1), does not need to know to begin work (2), must know to begin work (3) and must know to advance at work (4).

The specific objectives of the High Country Workforce Development Board were to:

1. Define employer needs of new job applicants using a questionnaire designed by High Country.
2. Identify results and areas of scope within the parameters of High Country's services which require additional information and embellishment. This information will be used to develop qualitative research that may be conducted upon this study's completion which will in turn assist in the development of needed training services.

The remainder of this section identifies the pertinent results of this study, as well as the objectives listed above.

Significant Findings

Overall Findings

Participants of the study provided a good mixture of businesses, with percentages of respondents evenly distributed across the various industries. In particular, businesses with large presence in the seven county area (service businesses, manufacturing and retail) were all well represented in the survey. While the numbers do not offer statistically valid numbers per each business segment (i.e. 25 surveys is not statistically representative of a business segment's opinions), the study's proportionate mix of response does offer a statistically valid representation of all of the businesses for the seven county area.

The percentage of position types respondents desired for entry level work mirrored the businesses who participated in the study. Entry level job types (construction, service, administrative) were congruent with the business which filled out the survey: construction/manufacturing companies wanted construction/factory worker employees, professional offices desired administrative/clerical positions and so forth. Businesses were unanimous on what all of these employees must have to start: a minimum of high school diploma.

Respondents indicated strongly that the "Personal Qualities" category was most important for new employees to start. Personal qualities included such attributes as a self-starter, an employee who values their own worth as well as the work they do and employee honesty. In fact, each attribute under this heading had 50% or more of the respondents indicate that the skills were important to begin work; all but one attribute had at least two thirds support of respondents as a "must know" attribute.

Basic learning skills, particularly writing, listening and speaking skills were also a must for applicants to have to begin working. Nearly two out of three respondents indicated that new applicants must possess these skills, all of these skills, to begin work with their companies. It is apparent that basic fundamental skills and basic personal qualities are the two headings which respondents immediately look for in job applicants.

The other six major headings had attributes within them that respondents deemed extremely important; however, the overall heading received far less importance from the respondents. No other heading received 50% or more "must know to begin" responses cumulatively. Such individual attributes included:

1. The ability to conform to company policies; read and follow employee manuals.
2. Knowing how to handle oneself in the company of clients, employees and employers.
3. Having the personable skills to work in a team environment as well as work with a culturally diverse group.
4. Understands safety standards and abides by them.
5. Understanding the importance of keeping accurate records and files.
6. Reports emergencies and can determine issues which are important to report.

These attributes were noted by at least two-thirds of the respondents as "must know to begin", many of them by three-fourths of the respondents. Respondents have shown that they wish applicants to have base skills, with the ability to learn more advanced functions. These base skills: learning skills, communication skills, sociological skills and "common sense" skills, should be the core of an applicants resume, regardless of additional skills (while we do not purport that, for example, a textile manufacturer in need of an engineer would not hire one if he/she did not have these skills, we do state based upon the results of this study that an engineer with these qualities is certainly more probable to get the job over the engineer who does not).

Respondents also indicated through their responses that certain skills and headings were attributes that were necessary if a job applicant wished to advance in that company. We believe these skills should be viewed secondly in importance to "must know to begin" skills. However, they are important as employers may wish to have the High Country WDB help them with teaching of these skills to current employees or likely before employment.

Interpersonal skills and thinking skills were particularly noted as important advancing skills. Some individual attributes received high percentage of response; however, in comparison to skills needed to begin, they were considerably lower. Management skills: the ability to lead individuals or groups, make intelligent hiring decisions, the ability to coerce a group positively to perform, were the individual attributes with the highest "4" percentages. However, none of these surpassed 40% of the total respondent base.

Findings By Employer

Nearly four out of five respondents belonged to these four industry groups: Services Businesses (27%), Retail Trade (22%), Manufacturing (17%) and Transportation, Communications and Utilities (13%). We also analyzed how each industry type viewed the respective headings in terms of skills that applicants must know to begin. All four industry types mirrored closely the findings of the overall findings. The major industry types indicated that basic skills and personal qualities are the two most important headings to them.

Findings by County

Wilkes (33%) and Watauga (28%) accounted for nearly two out of every three respondents. Little, if any, differences are distinguishable between counties. This is attributable to the fact that each county has Service businesses, Retail businesses and Manufacturing businesses as three of their top four industries (Dept. of Sociology & Anthropology, North Carolina State University.

Conclusions

The survey has conclusively indicated that employers want applicants to have base skills; skills which allow a person to grow according to the company's needs. Basic skills: writing, listening and speaking indicate that employers want applicants who can communicate with others and be communicated with. Personable skills: the ability to work in a team environment, to interact with fellow employees and the public, to work with individuals of different backgrounds and ethnicity; these are skills that allow an applicant to start, to learn, to work together with others regardless of background and function within the company without disturbing the current environment of the company. Further, descriptive phrases such as "self starter", "driven to complete tasks assigned", "believes in self-worth" and "exerts high levels of effort" demonstrate a desire for an applicant who wants to work, is willing to work and will work hard to do a good job and be a productive part of the team. Employers are looking for what could be described as a "piece of clay": something that has potential if molded properly. Also of significant importance is that respondents indicated they want applicants to appreciate their jobs and proudly join their team and support the company.

Higher functioning skills: the ability to lead, to take charge in situations which warrant it, to make decisions which affect the well being of the company; these skills respondents look for later on. It is also possible that employers do not want these skills at all, as no heading had a percentage higher than 40% for "must know to advance" skills. Baseline positions in retail (sales associate, cashier), construction (laborer, general skills worker) and service (waiter, tele-marketing) often do not want individuals with higher learning skills because of higher wage demands, difficulty with accomplishing tasks "beneath their skill level" and general unhappiness with their employment. If it is determined that an employer wishes to find an applicant with these types of skills, it is also undeterminable as to whether an employer would want these skills taught to employees within the company or outside of it. Regardless, such skills should be secondary to the council's focus.