In my family, there’s a tradition. Every time we drive by the Wisconsin State Capitol in Madison, someone yells, “Capitol!”
It’s a small ritual, but every time, I find myself looking up at Miss Forward, the statue standing atop the dome.
Wisconsin statue created by Daniel Chester French, often referred to as Forward. The statue is at the highest point in Madison, on top of the Wisconsin Capitol Building - also the tallest building in Madison.
As a transplant, I didn’t know much about her until my dad stopped a Madison Metro bus driver to ask, “What’s the statue pointing at?” (The jokes wrote themselves after that.)
The driver told us she’s pointing to the future. Her name? “Miss Forward.”
Her name says it all: Forward.
But this time of year, when things slow down, it can feel harder to embody that idea.
Many of us are tired—tired of making the case for career services, tired of navigating institutional challenges, and tired of slow, incremental change.
During a fireside chat with Trevor Buttrum, CACEE’s Executive Director, we set out to spark imaginations for what’s possible in career services—and to remind leaders that progress is within reach, even when it feels far away.
Here are some key insights from our conversation to help you lead forward.
The pressures shaping career services today
Trevor asked me what career services leaders need to focus on right now. My answer: recognize the mounting pressures reshaping higher education—and the opportunities they present for career services to lead.
Here’s what’s driving the conversation:
Students and families are questioning ROI. They want clear answers about how a degree translates into jobs and long-term success.
Accountability for outcomes is growing. Institutions are being measured by metrics like employment rates and salaries.
Student mental health challenges are escalating. Career services often intersects with these needs, especially as students navigate uncertainty.
Community and industry connections matter more than ever. Institutions must build stronger bridges between campus and the workforce.
Career services is uniquely positioned to address these pressures—but doing so requires a strategic pivot to align with institutional priorities.
Your career center as the new ROI department
What if your career center wasn’t just a support office but a recognized ROI engine for your institution?
Right? Think about that feeling for a moment.
To achieve this, career services leaders must align their work with key institutional challenges, such as:
Declining enrollment, especially with caps on international students.
Retention and persistence issues threatening academic outcomes.
Rising student debt and decreasing public funding.
For Canadian institutions: the need for reconciliation and partnerships with First Nations communities.
When career centers demonstrate measurable impacts—like boosting retention, reducing student debt, or improving employment outcomes—they position themselves as indispensable.
For example, if you can show how first- and second-year career courses improve retention and career outcomes, you’re not just supporting students—you’re solving institutional problems.
From transactional to transformational data
Too often, career services leans on transactional metrics like:
How many students attended a career fair?
How many appointments were held?
This is helpful but incomplete data. Transformational metrics are what tell the deeper story:
How are we improving retention or persistence?
How are we closing equity gaps in career preparedness?
How are we shaping long-term student success and institutional impact?
One career services director recently shared that her office only engaged 3 out of 10 students. That’s not transformation—it’s a participation problem, and it signals that students may not see the value of your services.
To change this, pair your data with powerful student stories. Testimonies show the human impact behind the numbers.
Keep a running list of student success stories, and reach out to alumni who can share their transformations. These stories connect your outcomes to the broader institutional narrative.
Advocacy and buy-in: the key to moving forward
Trevor asked me for one key piece of advice about advocacy.
My answer: Solve your stakeholders’ problems.
Advocacy isn’t about asking for more resources or explaining why career services matters. It’s about showing how your work solves the challenges your stakeholders care about.
Here’s how:
Start by listening. Use meetings to learn what’s working for your stakeholders, what isn’t, and where they want to go.
Identify patterns. Focus on addressing the most common or pressing challenges you hear.
Keep them informed. Share updates, highlight progress, and show how your efforts align with their goals.
For example, if you know deans are looking to increase the number of strategic employer partnerships, showcase your existing partners, expand your reach to address their needs, and set up meetings with employers and the deans.
When stakeholders see you working to address their needs, they become advocates for your work—and are more likely to return the favor.
Reflection and action: a path forward
At the end of the session, Trevor invited participants to reflect on their career centers and ask themselves:
How close is your current career center to your ideal vision?
What’s influencing the gap, and what’s in your control?
What’s one small step you can take today to move closer to that vision?
Change can feel slow and hard, especially at this time of year. But progress doesn’t require a leap—it starts with one small step.
🎯 And remember, Reader - you don’t have to navigate this alone.
Whether it’s aligning strategically with institutional goals, addressing participation challenges, redefining your metrics for success, or improving your team culture, there’s support available to help you lead forward.
Three ways I can support your growth
1️⃣ Career Services Accelerator
Why: Gain insights, collaboration, and support from peers who’ve been in your shoes.
What: This affordable group coaching program brings together career center leaders for monthly leadership sessions, collaborative problem-solving, and continuous learning. Learn more here.
Why: Tackle your toughest challenges with a trusted partner who helps you solve problems and make measurable progress.
What: Through personalized coaching, we’ll work together twice a month or more to identify roadblocks, craft tailored solutions, and create a plan that helps you lead with clarity and confidence.
Bonus:Sign a 6-month+ coaching contract by December 31st to get 15% off.
3️⃣ 2024 Election Playbook for Career Services Leaders
Why: The next four years will be a time of significant change for higher ed, and career services leaders need to be prepared
What: This comprehensive playbook offers clear insights into the policies and trends reshaping our field, along with actionable strategies to align your work with what’s ahead.
