A PDF version of this case study can be downloaded here.
MOL is a professional education provider specialising in the delivery of CIPD, CMI, AAT, CIPR, property and construction qualifications. The organisation is focused on providing professional education nationally using a range of methodologies and media – such as corporate in-house training delivered by experienced industry practitioners and blended online learning – to help learners and organisations achieve more.
One of the areas MOL are heavily involved in is Human Resources (HR) training, having developed CIPD programmes for HR and L&D professionals since 1991. However, until recently most of their provision was concentrated in London and the South, with a lesser amount in the North. This gap was something MOL were keen to address, but in order to do so they first needed to establish the extent of the potential in the North to determine market viability.
Using Analyst to Establish a Business Case
In order to establish a business case for further growth in the North, MOL first needed to answer some questions about growth projections and current figures for occupations relating to HR in the North. To answer these questions, they turned to Analyst, EMSI’s data tool which gives users access to labour market data down to the most specific occupation, industry and geographical levels.
Using Analyst, MOL generated an Occupation Overview report focusing on the occupations that were most relevant to these key qualifications. The report showed that the number of relevant occupations held in absolute terms was equivalent to the Southern region. It also showed that the Northern region market was projected to grow more quickly than the South.
Increased Business and Commercial Activity
Backed up by the data, MOL were able to establish that the Northern region did indeed have a healthy HR job market, and that it was worth developing in the same way as the Southern region. This helped inform their strategic planning, and led to the creation of a new Business Development Manager role for the Northern region. Tom Parkinson, MOL’s Programme Sales Lead, says that the fruits of this decision have already been seen:
“Having a concentrated focus on business-to-business activity in the North has already yielded business, and the evidence points to an increase in commercial activity for MOL.”
Looking to the Future
According to Tom, having seen how the data in Analyst helped them build a solid case for expansion into a new and fruitful area, MOL are already looking at using the tool in a variety of different applications in the future. These include:
- Informing Programme design and development
- Informing new market deployment for existing programmes
- Focusing digital and direct marketing campaigns
- Building relationships with large industry and academic partners by providing valuable market insight
“MOL absolutely value the tool as a useful weapon in its arsenal. EMSI is particularly effective at providing insight when other data sources are used to corroborate EMSI info and vice versa.”
— Tom Parkinson, MOL’s Programme Sales Lead
For more details about how the data in Analyst can help your organisation in its business planning, contact Andy Durman (firstname.lastname@example.org)