The Employer Education Market Is Changing — Is Your Executive Ed Program Ready?

Employer-sponsored education is one of the fastest-growing segments of the U.S. higher education market. Each year, U.S. companies invest $30–35 billion in tuition reimbursement and employee education — including executive education, continuing education, and skills-based training. This now represents nearly 15% of total U.S. tuition revenue, and the market is growing:

• 11.7% projected increase in employer training spend in 2025
• 13.3% growth in leadership development programs
• 8% annual growth in employee skills-based training through 2030

For colleges and universities — especially those with executive education and professional programs — this is a significant opportunity. But competing in this space requires a shift in mindset, positioning, and marketing strategy.

Key Insight: Despite large, market opportunity, employer partnerships with higher ed are under-represented

OHO recently surveyed more than 100 U.S. HR professionals responsible for employee education. The findings highlight how Executive Education teams can better align to market demand — and where marketing efforts often fall short.

Employers have more options than ever when it comes to employee education, and many are turning to providers that offer flexibility, relevance, and convenience. While higher education institutions carry strong brand recognition, that’s no longer enough to guarantee selection:

• Only 27% of employers currently partner with four-year institutions
• Just 25% partner with community colleges
• In contrast, 45% work with online learning platforms, 39% with professional associations, and 38% with industry-specific providers

Implication: Executive Ed teams are competing in a broad, market-driven landscape. Brand reputation alone is no longer enough. Programs must be positioned and marketed to meet employer expectations.

6 Research Insights to Engage Companies

These insights empower university executive education leaders to engage corporate partners by aligning offerings with workforce development needs. By understanding what HR leaders and business executives value, institutions can position themselves as essential partners in talent retention, leadership development, and organizational growth.

1. Employers Value Practical, Role-Aligned Learning

Today’s HR leaders are focused on immediate, applicable outcomes — not long-term degrees. They’re seeking offerings that directly support employee performance, advancement, and business impact.

• Certificate programs (52%)
• Industry-specific training (42%)
• Professional certification prep (39%)
• Workforce development (34%)

Implication: Marketing should emphasize applied outcomes and workforce relevance — not traditional degree pathways.

2. Employers Value and Prefer Flexibility 

Time is the biggest barrier for working learners, and for the managers who approve their participation. Programs that offer multiple delivery formats and scheduling options are far more likely to gain traction.

• Fully online, asynchronous is preferred overall
• Hybrid (online + in-person) is the top format for executive education
• Accelerated formats are in demand

Implication: Flexibility is not a nice-to-have. It must be central to both program design and marketing messages.

3. Shorter Duration Programs Are Preferred

Employers are under pressure to deliver ROI for both their teams and their budgets. They’re looking for programs that are cost-effective, easy to justify, and fast to complete.

• 70% prefer programs between 1 week and 3 months
• Nearly 70% of organizations spend under $10K per employee

Implication: Marketing must clearly articulate program ROI, affordability, and time-to-completion.

4. Buying Decisions Are Distributed

No single department owns the decision to enroll employees in education programs. In larger organizations, multiple voices — across HR, business units, and leadership — shape the approval process.

• Department heads (27%)
• HR (25%)
• Supervisors (21%)
• Executive leadership (20%)

Implication: Marketing strategies must engage a broader set of decision-makers — not just HR.

5. Companies Use Digital Channels to Research Education and Training Options

When researching providers, HR leaders turn first to trusted digital channels and professional networks — not cold outreach or print ads. Being discoverable and credible online is essential.

• Online learning platforms – e.g. Coursera (52%)
• Professional associations (44%)
• University websites (33%)
• LinkedIn (31%)

Implication: Digital marketing matters more than ever. Programs must be findable on the platforms where employers look.

6. What Successful University-Corporate Partnerships Require

When asked about what they wanted from college and university partners, survey participants highlighted that they are looking for more clarity about process and offers, and a clear point of contact. Overall, respondents were seeking:

• More customization to industry needs
• Greater flexibility in delivery
• Transparent pricing
• Dedicated relationship management
• Programs with applied, real-world outcomes

Implication: Executive Ed teams must move from transactional providers to collaborative partners — and marketing should reflect that positioning.

The Path Forward

The employer-sponsored education market represents a significant growth opportunity for Executive Education and professional programs. But success requires moving beyond traditional higher ed assumptions:

• Design programs that are shorter, flexible, and workforce-aligned
• Position offerings around ROI, flexibility, and applied outcomes
• Invest in digital marketing and visibility where employers search
• Engage multiple decision-makers across target organizations
• Build trusted relationships — not one-time transactions

How OHO Accelerates Growth for Executive Education Programs

At OHO, we help Executive Education teams translate strategic insights into high-impact marketing initiatives that drive enrollment and partner engagement. Here’s how:

• Craft Messaging that Resonates with HR and Business Leaders
  Our team develops compelling messages that speak to the priorities of HR executives and corporate learning leaders.

• Boost Visibility Across Digital Channels
  We design integrated digital strategies that elevate your program’s presence online—driving qualified traffic and expanding reach with precision-targeted campaigns.

• Build a Scalable Content Strategy
  We create content frameworks that support both immediate program promotion and long-term institutional positioning, with thought leadership that engages key stakeholders.

OHO brings deep experience from working with leading institutions including MIT Sloan Executive Education, Harvard Medical School, Dartmouth’s Tuck School of Business, and the university-wide strategy for Harvard University's Professional and Lifelong Learning.