GREATER CREATORS T H E E C O N O M I C G R A P H. A report looking at the labour market in Greater Manchester, powered by: powered by J O B S

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1 GREATER CREATORS A report looking at the labour market in Greater Manchester, powered by: powered by T H E E C O N O M I C G R A P H M E M B E R S C O M P A N I E S J O B S S K I L L S S C H O O L S K N O W L E D G E Data current as of August 31, 2015

2 Working together LinkedIn and Greater Manchester are working in partnership to help advance the skills of Greater Manchester s workforce and strengthen and further grow Greater Manchester s economy. #ProjectManchester, is a long-term strategic relationship between Greater Manchester and LinkedIn. It will see the development of an Economic Graph for the city. This will be a digital map of Greater Manchester s economy that will use the workforce data held by LinkedIn to analyse Greater Manchester s labour market in specified areas and sectors. The Economic Graph will help those already working in Greater Manchester, or those looking to work in the city region, to advance their skills and careers, as well as enabling the Combined Authority to deploy its resources more strategically. As part of the #ProjectManchester activity, LinkedIn also embarked upon a high profile marketing campaign across the city region that aimed to encourage professionals to add their latest skills, education, and employment history to their profiles, or create a LinkedIn profile. 2

3 The Economic Graph Mapping every global connection between

4 400M + professionals 60K + college and university alumni groups 4M+ jobs 7.2M + company pages 40M + students and recent grads +8B skills endorsement A multi-factored digital analysis of your economic world LinkedIn Corporation. All Rights Reserved.

5 With over 400M members, LinkedIn is the world s largest professional network About LinkedIn For our members Founded in 2003, LinkedIn connects the world s professionals to make them more productive and successful. With over 380 million members worldwide, including executives from every Fortune 500 company, LinkedIn is the world s largest professional network. LinkedIn s vision is to create economic opportunity for every member of the global workforce. To accomplish this, LinkedIn is developing the world's first economic graph, a digital mapping of the global economy. The graph includes every job opportunity in the world (full-time and temporary); the skills required to obtain those opportunities; the profiles for every company in the world offering those opportunities; the professional profiles for every one of the 3.3 billion people in the global workforce; and the professional knowledge that exists within and between each of these entities. LinkedIn can be the fabric connecting human capital to where it can best be leveraged, and in doing so, help lift and transform the global economy. Connect with your professional world Stay informed through professional news and knowledge Get hired and build your career 5

6 Member profiles make up a rich data set that LinkedIn aggregates to understand a region s labor market Jobs Members indicate their job history in the experience section of their profile. When a new position is added with a different location or employer, LinkedIn uses these signals to uncover trends. Information is always summarized to protect individual member privacy. Education Members indicate their academic achievements in the education section of their profile, such as their higher education organization and degree type. Skills Members indicate their expertise within the skills section of their profile. LinkedIn clusters the tens of thousands of individual skills that members choose to display on their profile into categories for analysis. Technology Software Engineering Management Software Modeling and Process Design Web Programming 6

7 LinkedIn shares information to help policy makers make decisions that create economic opportunity Ways LinkedIn Data Can Be Used Member Privacy and Data Accuracy Meet with top employing companies to support their growth Attract jobs to your region by highlighting unique skills Invest in labor force training according to meet the demand of employers At LinkedIn, a core value is Members First, or acting in the best interest of members. For this reason, data points in this report are summarized or otherwise obfuscated. While there are significant efforts to accurately express the information contained within the Economic Graph, as well as include pertinent exclusions and caveats, it should be noted that all information is a reflection of the LinkedIn network and may not be a true picture of your region s economy. Encourage schools to update curriculum to meet employer needs 7

8 THE ANALYSIS 8

9 LinkedIn has a strong presence in Greater Manchester By analyzing the Economic Graph, a digital representation of the global economy, LinkedIn has uncovered insights and trends about Greater Manchester Companies 50,000 companies represented 614,000 members are located in Greater Manchester Jobs Skills 10,000 open job opportunities 33,000 standardized skills on member profiles Schools 4,000 higher education orgs represented Knowledge 2.6M recent conversations (last 90 days)

10 What the Economic Graph team found out about Greater Manchester s Labour Market The Economic Graph team has looked at three key features of Greater Manchester s economy: Workforce and skills Hiring and migration Education and recent graduates The team has identified a number of trends, particularly the growing role of Greater Manchester as a hub for people with digital, creative skills. Some key extracts from the data Members proficient in social media marketing, events coordination, data mining, and analytical problem solving skills, were much more likely to find employment in the past 12 months Top of the Hiring Index is Camera Operation Among the skills clusters most impacted by immigration are: game development; theatre and drama; writing and publishing social media marketing and TV and Video production. 35% of members with social media marketing skills have started a new position in the past 12 months Tech/Telecom is in the top 3 industries Radio broadcasting is number 4 in the standout skills The biggest conversation is Media The top 3 skill clusters Manchester is gaining from London are Digital and Online Marketing; User Interface Design; TV and Video Production. 10

11 Workforce and skills 11

12 Here s what Greater Manchester s workforce looks like 614,000 LinkedIn members are located in the Greater Manchester Combined Authority Top job functions Top industries 12

13 Here are the standout skills Unique skills to Greater Manchester 1 Litigation 2 Legal Advice and Services 3 Customer Service 4 Radio Broadcasting These skills are more likely to appear in your region than others LinkedIn identifies unique skills by comparing the percentage of members in your region that know a particular skill with the national average. 5 Recruiting 6 Fashion and Apparel 7 Account Management 8 Insurance 9 Building Construction 10 Printing 13

14 Members are exchanging ideas on LinkedIn Groups Groups with the most members in Greater Manchester 1 MANCHESTER Salford Quays Media Forum BBC ITV UoS MediaCity UK News Events The University of Manchester Alumni Association Job Seeker Premium Group Social Media Marketing Greater Manchester Chamber Software & Technology (#1 in Jobs, HR, Managers, Cloud, Mobile, Voice, CRM members M conversations between June & August 2015 Conversations include shares on LinkedIn and discussions on LinkedIn Groups. A discussion is when someone posts a new topic to a Group. 7 Digital Marketing The UK Marketing Network - The Project Manager Network - #1 Group for Project Managers Webrecruit Transforming Recruitment Online

15 Members are reading professional content from Influencers Influencers in your region or most followed by members in Greater Manchester 1 Richard Branson, Founder at Virgin Group James Caan, Serial Entrepreneur and Investor in People with Passion Bill Gates, Co-chair, Bill & Melinda Gates Foundation David Cameron, Prime Minister of the United Kingdom 5 Jeff Weiner, CEO at LinkedIn Arianna Huffington, President and Editor-in- Chief at The Huffington Post Media Group Deepak Chopra MD (official), Founder, Chopra Foundation Jack Welch, Executive Chairman, The Jack Welch Management Institute Barack Obama, President of the United States of America Tony Robbins, Philanthropist, bestselling author, business and life strategist The LinkedIn Influencer Program LinkedIn Influencer is a designation given to approximately 500 professionals who've been invited to publish on LinkedIn. As leaders in their industries, they talk about broad topics of interest such as leadership, management, hiring and firing, disruption, and how to succeed. 15

16 Top 30 skills in the GMCA, ranked in order of hiring index Members proficient in social media marketing, events coordination, data mining, and analytical problem solving skills, were much more likely to find employment in the past 12 months 1 Camera Operation TV & Video Production 2 Communication 3 Social Skills Soft Skill and Personality - Communication Soft Skill and Personality - People Skills 4 Twitter Social Media Marketing 5 Critical Thinking 6 Events Coordination Soft Skill and Personality - Critical Thinking Weddings and Other Events Planning 7 Field Work Ecology & Environmental Science 16 Presentations 17 Time Management 18 Temporary Placement Other HR 19 Consulting Microsoft Office and General Business Productivity Soft Skill and Personality - Time Management Management Consulting, Business Strategy and Analysis 20 Bartending Food and Beverage 21 Economics Economics 22 Facebook Social Media Marketing 8 Analytical Skills 9 Events Organisation Soft Skill and Personality - Analytical and Problem Solving Weddings and Other Events Planning 23 Git Software Revision Control Systems 24 Fashion Buying Fashion Clothing 10 ArcGIS GIS 25 Client Liaison Customer Service 11 Adobe Audition Radio Broadcasting 26 MVC Architecture and Development Framework 12 Microsoft Project Process and Project Management 27 Spanish Multilingual 13 Volunteering Community Outreach and Development 28 Manual Testing Software QA and User Testing 14 Interviewing Skills HR Recruiting 29 HTML5 Web Programming 15 Teamwork Microsoft Office and General Business Productivity 30 French Multilingual *Hiring index is defined as the fraction of members within a given skill or skill cluster that started a new role at a new company in the past 12 months (July 2014 to June 2015). 16

17 Top 30 skills in the GMCA, ranked in order of hiring index among members in technology engineering related roles (hardware and software) 1 Teamwork Microsoft Office and General Business Productivity 16 jquery Web Programming 2 HTML5 Web Programming 17 PHP Web Programming 3 MVC Architecture and Development Framework 18 JavaScript Web Programming 4 Photoshop Graphical Design 19 Web Applications Web Programming 5 ASP.NET MVC Web Programming 6 Test Driven Development Software QA and User Testing 7 Git Software Revision Control System 20 Web Design 21 Research 22 PowerPoint Digital and Online Design and Publishing Microsoft Office and General Business Productivity Microsoft Office and General Business Productivity 8 WordPress User Interface 23 Leadership Management and Leadership 9 CSS Web Programming 24 Visual Studio.NET and other Microsoft Application Development 10 Python Perl/Python/Ruby 25 Java Java Development 11 Networking Computer Network and Network Administration 12 Programming Other Software Development Skills 13 HTML Web Programming 14 Technical Support IT Infrastructure and System Management 26 MySQL 27 Databases 28 SQL 29 Scrum Database Management and Software Database Management and Software Database Management and Software Software Engineering Management 15 Web Development Web Programming 30 Team Leadership Management and Leadership *Hiring index is defined as the fraction of members within a given skill or skill cluster that started a new role at a new company in the past 12 months (July 2014 to June 2015). 17

18 Hiring 18

19 Here are the companies that employ Greater Manchester s workforce Company size breakdown by number of employees Companies that employ the most members in your region 1 University of Manchester 2 NHS 3 Manchester Metropolitan University 4 Manchester City Council 5 The Co-operative Group 6 University of Salford 7 Royal Bank of Scotland 8 NHS Trust 9 BBC 10 The Co-operative Banking Group 19

20 These companies are hiring the most people Companies Most hires hiring in the in your past region year 1 The University Of Manchester 2 BBC 3 The Co-operative Group 4 Royal Bank of Scotland 5 Vodafone 36,000 members in Greater Manchester were hired in the past 12 months 6 AstraZeneca 7 Barclays Bank 8 Lloyds Banking Group 9 rentalcars.com 10 DWF LinkedIn identifies hires when members add positions to their profiles 20

21 These are the skills of people that were hired 35% of members with social media marketing skills have started a new position in the past 12 months 1 Social Media Marketing 35% 11 Digital and Online Design and Publishing 24% 2 Soft Skill and Personality - Analytical and Problem Solving 29% 12 Data Engineering and Data Warehousing 23% 3 Software QA and User Testing 27% 4 Foreign Language Translation 26% 13 Radio Broadcasting 23% 14 Public Policy and International Relations 23% 5 Microsoft Office and General Business Productivity 25% 15 SEO/SEM Marketing 23% 6 Recruiting 25% 7 Digital and Online Marketing 24% 8 Statistical Analysis and Data Mining 24% 16 Microsoft Application Development 23% 17 Database Management and Software 23% 18 Java Development 23% 9 Customer Service 24% 19 Software Engineering Management and Requirements Gathering 22% 10 Marketing Campaign Management 24% 20 Network and Information Security 22% 21

22 There are many open jobs in Greater Manchester 10,000 Open job posts on LinkedIn in Greater Manchester, United Kingdom Open jobs by industry 22

23 Migration 23

24 Migration trends 54.9% moved elsewhere in the UK 13.5% left the UK entirely 23,000 members left one of the Greater Manchester regions in the past 12 months Common destinations within the UK for members leaving Greater Manchester in the past 12 months 1 London 2 Liverpool 3 Leeds 31.6% moved within the GMCA 4 Chester 5 Crewe 6 Preston 7 Birmingham *July 2014 to June

25 Migration trends 12.9% arrived internationally 24,000 members moved to one of the Greater Manchester regions in the past 12 months Common origins within the UK for members arriving in Greater Manchester in the past 12 months 56.5% came from within the UK 1 London 2 Liverpool 3 Preston 4 Leeds 30.5% moved within the GMCA 5 Crewe 6 Blackburn 7 Chester 8 Sheffield 9 Birmingham *July 2014 to June

26 Technology and media skills are entering the region, while medicine, science, energy and banking skills are leaving Skill clusters most impacted by immigration Skill clusters most impacted by emigration 1 Microsoft Office and General Business Productivity 1 Drilling and Well Management 2 Game Development 3 Military and Defense 4 Theater and Drama 5 C/C++ 6 Writing and Publishing 7 8 Automotive Services, Parts, and Design Network and Information Security 9 Social Media Marketing 10 TV and Video Production 2 Trading and Investment 3 Pharmaceuticals 4 Mathematics 5 Nursing 6 Perl/Python/Ruby 7 Statistical Analysis and Data Mining 8 Clinical Research and Trials 9 SEO/SEM Marketing 10 Analytical and Problem Solving (Soft Skills) 26

27 London vs. Manchester in skills Skill clusters Manchester is gaining from London Skill clusters Manchester is losing to London 1 Digital and Online Marketing 2 User Interface Design 3 TV and Video Production 4 SAP ERP Systems 1 Statistical Analysis and Data Mining 2 Foreign Language Translation 3 General Finance 4 PR and Communications Skill clusters migrating between Manchester and London Trading and Investment Social Media Marketing Writing and Publishing Fashion and Apparel Strategy and Strategic Planning Management Consulting, Business Strategy and Analysis 27

28 Education and recent graduates 28

29 Here s where Greater Manchester s workforce and professionals received their education Top alma maters of members in Greater Manchester Distribution of degree types by members in Greater Manchester 1 The University of Manchester 2 The Manchester Metropolitan University 3 The University of Salford 4 University of Central Lancashire 5 The University of Bolton 6 University of Leeds 7 Liverpool John Moores University 8 The University of Sheffield 9 Sheffield Hallam University 10 University of Liverpool 4% Doctorate Degree 23% Master s Degree 71% Bachelor s Degree 3% Associate s Degree 27% of members have a masters or doctorate degree 29

30 + Here s where tech-skilled GM workforce are getting their education Top alma maters of members with tech skills Most prevalent tech skills among members in your region 1 The University of Manchester 1 IT Infrastructure and System Management 2 The Manchester Metropolitan University 2 Web Programming 3 The University of Salford 3 Software Engineering Management and Requirements Gathering 4 The University of Bolton 4 Microsoft Windows Systems 5 University of Central Lancashire 5 Computer Network and Network Administration 6 Sheffield Hallam University 7 University of Leeds 8 Liverpool John Moores University 9 The Open University 10 Lancaster University 6 C/C++ 7 Database Management and Software 8 Computer Graphics and Animation 9 Microsoft Application Development 10 Business Intelligence 30

31 46% of Greater Manchester s recent graduates attended a university in the Greater Manchester Top regions where GMCA recent grads went to university, as a percent of total 1 Manchester 2 Liverpool 3 Leeds 4 Sheffield 5 Preston 6 Bolton 7 Lancaster 8 Huddersfield 9 Nottingham 10 London 11 Leicester 12 Stoke-on-Trent 13 Birmingham 14 Milton Keynes *Recent graduates are defined as having completed a bachelor s degree in the past 5 years, based on information in the Education section of their profile. 31

32 While London is the most common destination for GMCA s recent graduates, many members relocate abroad Top destination cities/regions for recent graduates educated in the GMCA 1 London 2 Birmingham 3 Liverpool 4 Leeds 5 Hong Kong 6 Cyprus (all) 7 Preston 8 Blackburn 9 United Arab Emirates (all) 10 Singapore *Recent graduates are defined as having completed a bachelor s degree in the past 5 years, based on information in the Education section of their profile. 32

33 LinkedIn connects alumni from your region s most popular universities 33

34 Connection behavior between members suggests that Greater Manchester is an economic hub for the North Top 20 cities ranked by total number of shared connections with GMCA members 1 London 2 Liverpool 3 Leeds 4 Birmingham 5 Preston 6 Chester 7 Crewe 8 Sheffield 9 Blackburn 10 Nottingham 11 Stoke-on-Trent 12 Bristol 13 Newcastle upon Tyne 14 Leicester 15 Reading 16 Coventry 17 Derby 18 Glasgow 19 Guildford 20 Bradford 34

35 Members Companies Jobs Skills Schools Knowledge