Educators need to be aware that the marketing campaign against their unique value proposition is well underway. "Companies are missing out on skilled, diverse talent when they arbitrarily 'require' a four-year degree. It's bad for workers and it's bad for business. It doesn't have to be this way," says former McKinsey partner Byron Auguste, who founded Opportunity@Work. "Instead of 'screening out' by pedigree, smart employers are increasing 'screening in talent for performance and potential." The question for colleges and universities is this: if people no longer value your degrees and certificates, what will you be selling them when you charge them tuition fees?
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