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FEATURED ARTICLE
Center releases student survey findings
Questions seek to find out how to keep graduates in N.H.
Published: January 2008
Results of more than 3,100 surveys of New Hampshire college seniors and recent alumni released in December demonstrate a positive perception of the quality of life in the state, but show that many of those educated individuals leave the state because they are concerned about job opportunities here.
As part of the 55% Initiative, which sets a goal of convincing 55 percent of new graduates to "work, play, and stay" in New Hampshire, as compared to the roughly 50 percent who currently stay.
Nearly a quarter of all seniors surveyed had not decided if they were going to leave or stay in the state upon graduation. Of those who planned on leaving, 52 percent said they would consider moving back (a large number of alumni who moved away provided the similar response).
And, a large percentage plan to and actually do leave upon graduation because they think there are few or no job opportunities for them in their field of study. For those who plan on staying, 94 percent cited the quality of life in New Hampshire as a positive factor.
"There is a group that is very persuadable and there are a lot of ways to persuade them" said Dr. Andrew Smith, director of the Survey Center.
About 50 percent of the 16,000 individuals who earn degrees or certificates each year leave New Hampshire, representing a huge "brain drain" that darkens the overall employment outlook and hinders the state's growth.
Survey results will be used to develop a "tourism-like" marketing campaign aimed at N.H. future college graduates, on heightening awareness of key attributes of the state and its employers, and on shifting perceptions about the state that may be outdated or incorrect.
The University System of New Hampshire has been partnering with business, professional and community leaders, policy makers, higher education, and the state's young professionals' networks to develop the 55% Initiative.
Some ensuing steps include taking the results and developing marketing campaigns to encourage more to stay (marketing students at UNH, Keene State College and Plymouth State University will take this on as part of class projects in the spring), working with the business community to improve ways job opportunities are promoted, and linking these efforts with complementary efforts at the Department of Tourism and Department of Resources and Economic Development.
Key findings from the two surveys include:
There is a target market for the 55% Initiative "" survey results shows that a significant number of seniors (22 percent) are undecided in terms of their plans for staying or leaving New Hampshire upon graduation. The remainder is evenly split between those who probably or definitely want to stay or leave the state.
There is a strong link between the perception of the N.H. job market and the decision of a student to stay or leave "" concern about availability of jobs and salaries are the top two reasons students leave. The desire of both in-state and out-of-state students to stay in the state is significantly influenced by their perception of the job opportunities.
The overall view of New Hampshire by students is very favorable "" both in-state and out-of-state students viewed factors such as quality of life, good place to raise a family, proximity to natural resources, and housing as very important reasons to stay.
Those who plan to leave cited the importance of the following factors impacting their decision "" salary (45 percent), availability of jobs in field of study (43 percent), proximity to family and friends (35 percent), travel time to employment (34 percent), quality of life (26 percent), cost of living (19 percent), cost of housing (18 percent), a good place to raise a family (16 percent), proximity to natural resources (10 percent), lack of taxes (9 percent), and personal safety (6 percent).
Those who planned to stay cited the importance of the following factors on their decision to stay "" quality of life (94 percent), proximity to family and friends (86 percent), a good place to raise a family (81 percent), personal safety (81 percent), cost of living (79 percent), cost of housing (77 percent), availability of jobs in field of study (74 percent), travel time to employment (72 percent), salary (68 percent), lack of taxes (68 percent), and proximity to natural resources (60 percent).
Students from out of state are much less likely to stay "" only 17 percent of out-of-state students plan on staying as compared to 57 percent of N.H. residents, and out-of-state students are less confident of the N.H. job market in their field of study.
Internships do not play a major factor in retaining students in the state "" of those students who had an internship, slightly more planned on leaving than staying. However, in-state students who had a positive internship experience and plan to leave the state are more likely to consider moving back than those who had a negative experience.
While many plan to leave right away, many would consider moving back at a later date "" 41 percent of all seniors do not plan on staying in New Hampshire; however, 42 percent of those who plan to leave say they will probably or definitely move back at some point in their life and only 17 percent say they will probably or definitely not come back.
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