Workforce Development vs Workforce Retention
Three Things to Know About B2B in Higher Education
Business-to-business (B2B) partnerships are becoming increasingly critical for colleges and universities. As the demand from employers to upskill their employees grows and institutions seek new revenue streams, many schools are forming dedicated teams to partner directly with businesses to meet evolving educational needs.
As this trend gains momentum, there are three key factors university leadership should consider when diving into B2B initiatives:
#1: Workforce Development vs. Workforce Retention
When it comes to B2B, it’s essential to distinguish between Workforce Development and Workforce Retention.
Workforce Retention focuses on helping employers retain their talent by offering educational benefits—typically through discounted access to existing degrees or courses. This is a strategy we see with large, national employers like Starbucks and Chipotle, who offer educational perks to keep their workforce engaged.
Workforce Development, however, is more about upskilling employees to meet the evolving needs of a business. It often requires tailored solutions, such as custom courses, certificates, or degree programs designed specifically for an employer. For instance, CityU’s custom program for Boeing employees exemplifies this approach.
Both strategies hold value, but they cater to different needs and often rely on different internal executive sponsors. While retention most commonly involves discounts on established programs, development frequently calls for customized educational pathways. Institutions must clearly distinguish between the two when approaching potential partnerships and be transparent about which they are pursuing.
#2: Partnership Acquisition vs. Partnership Activation
Another important consideration is the distinction between partnership acquisition and partnership activation.
Many institutions make the mistake of focusing solely on signing new agreements, without emphasizing the importance of activating those partnerships to generate enrollment. While acquiring new partnerships is challenging—employers are often inundated with pitches—activating those partnerships to yield real results can be even more difficult.
To avoid this pitfall, institutions should align their internal incentive structures to reward both the establishment of new partnerships as well as the enrollment these partnerships drive. By prioritizing both aspects, universities can engage employers more meaningfully, ensuring that they’re entering partnerships that have a higher probability of being utilized.
This alignment also sparks productive internal conversations about how to activate employer partnerships once a formal relationship is established, whether through targeted digital marketing campaigns, onsite employee engagement, or by providing employers with robust “toolkits” to help them promote educational opportunities to their staff.
#3: Marketing B2B with a B2C Brand
Finally, it’s crucial to recognize that marketing to businesses is fundamentally different from marketing to students.
Many colleges and universities attempt to repurpose their B2C (business-to-consumer) marketing materials for B2B efforts. However, communicating with prospective employer partners requires a tailored approach, one that often isn’t served by traditional student-facing marketing materials. Unfortunately, B2B teams are frequently left under-resourced, forced to rely on generic flyers and outdated presentations.
At Kanahoma, we've worked with several organizations to develop B2B-specific branding strategies. This includes crafting updated messaging, developing employer and employee testimonials, and creating customized toolkits that include all the creative assets needed to win partnerships and engage employees once agreements are in place. Winning in the B2B space requires building a clear and distinct B2B brand that resonates with employers, not just relying on the B2C brand to carry the message.
Conclusion: Winning in the B2B Space
When it comes to B2B, many of the large national employers—like Amazon and Starbucks—are already locked into partnerships. This means institutions must focus on areas where they can truly compete and win.
Leverage your local market: Focus on businesses in your geographic region or national employers with a headquarters in your area. Your institution's brand will resonate more strongly with these local or regionally connected employers and you’ll have a higher probability of standing out.
Capitalize on alumni influence: Look to where your alumni are working. Their presence can open doors to potential partnerships and help you better understand the needs of those employers.
Be strategic in your approach: Know what you're selling, and be clear about what employers are seeking—whether it's retention through discounts or development through custom programs. Honesty and clarity will build stronger, more sustainable partnerships.
By focusing where you’re strongest—often in your own backyard—and by understanding where your institutional influence lies, you can create more meaningful, impactful partnerships that deliver lasting value for both your institution and the businesses you serve.
But at a minimum, if you do nothing else, the next time B2B comes up in discussion internally, take the time to slow down and ask…
Are we talking about workforce development, workforce retention, or both?
About The Author
Seth is the founder and CEO of Kanahoma, a San Diego-based performance marketing agency on a mission to build a better agency for organizations building a better world.
You can learn more about who we are and what we do at www.Kanahoma.com.