Examining the Market Positioning of Massive Open Online Courses to Maximize Employer Acceptance

Massive Open Online Courses (MOOCs) are a new instructional method utilizing many delivery methods common to online academic courses that are being offered in greater frequency as learner interest has increased. Learners may be attending these courses due to a lack of cost and perception that completion of this training may offer some benefit to them as they seek employment. Unfortunately, due to both the relatively recent development of MOOCs and the corresponding variety in delivery and documentation methods, little research had been completed on the acceptability of this instructional method by potential employers. Without this information, learners would be completing training that has little applicable benefit to them as they seek positions or advancement. Additionally, institutions would be offering courses in formats that do not fully benefit students, resulting in a sub-optimal use of institutional resources. The purpose of this qualitative study was to examine the perceptions of U.S.-based employers on instruction using variations of the MOOC model, and to identify traits in this delivery method that make completion of this training advantageous to potential applicants. Human resources and hiring managers were interviewed to determine their preferences using a focus group model. The data collected indicates MOOCS are positively perceived by employers, but not optimally positioned due to a lack of understanding and documentation. Employer perceptions of MOOCs can be enhanced by the consideration and inclusion of industry required skillsets to ensure that learners are focused on employer desired abilities that allow them to meet minimum and preferred job requirements. Additionally, by providing accurate and detailed documentation of the contents of a MOOC, institutions can ensure that a course is readily measurable by employers. This documentation can take many forms, but credentials that detail the topics covered, time spent, and completion evaluation method are preferred. By adopting these identified key requirements of employers, institutions may be able to better position their MOOC offerings into categories that are more easily understood and evaluated during the hiring process. These changes would then enhance the perceived benefits of these classes, and generate additional advantages for job seekers who have completed these courses.