News & Articles

Human Resource Management
Published in the Rochester Business Journal
November 28, 2003
© 2003 HR Works, Inc.

Finding ROI in an Executive Education Program
By Candace Walters

Every day, brochures and emails promoting the latest, greatest executive education programs cross managers' desks. Using appealing language and images, these pitches usually promise the world -- to those willing to pay thousands in tuition.

But how good are these executive education programs? And how does one choose?

Surprisingly, a number of senior managers in the Rochester area say that, despite the time and money invested in exec ed, they can no longer recall any highlights or insights from the programs they attended.

What makes for a truly powerful, memorable executive education experience? How does one sidestep the marketing hype in order to choose a program that will pay for itself many times over in knowledge gained?

For me, two programs stand out: One was an Executive Management Program that I attended at the Harvard Business School when I was a young manager, and a more recent one organized by Inc. magazine.

Attending the HBS program on a grant, I gleaned all the solid business knowledge I could from world-class professors. The case studies we analyzed involved high-profile companies with whom the professors had hands-on experience. Most of my classmates were older, more seasoned managers, who also brought a wealth of knowledge to the experience. More than 20 years later, I continue to draw on what I learned at HBS.

More recently, I attended an equally impressive conference on business growth presented by Inc. The speakers represented many industries and approaches. For four days, we heard from and spoke with people who have a track record of building one or more businesses. Two years later, I continue to draw on the valuable contacts I made with both presenters and fellow participants.

Experiences worth the investment

A quick survey around town shows that, while memorable exec ed experiences may be scarce, a few managers have experienced programs that made an impact.

Steven Sauer, CEO of Business Methods Inc., recently completed the Owner/President Management program at Harvard Business School. He spent three and a half weeks during each of the last three years in a boot camp-like environment, analyzing case studies alongside CEOs and owners of mid-market companies in the United States and in Argentina, India, England and other countries.

Interacting with such diverse peers, Sauer says, was at least as valuable as learning from the exceptional faculty members, who provided "real-world perspectives, plus what you get at the other schools, which is the theory part."

Sauer already has put much of his new learning to work, particularly in the areas of leadership, self-knowledge and effective interaction with others.

David Drake, vice president of human resources at Baldwin Richardson Foods Co., also found a valuable program at a major business school. The weeklong intensive program at the University of Michigan Business School featured leading business experts and professors discussing contemporary issues and sharing real-world experiences in strategic HR management. The program covered everything from mergers and acquisitions to organizational development.

The University of Michigan program was worth the time and expense, Drake says, because of the benefits he obtained by teaming with peers and sharing insights.

Others turn to trade groups for industry-specific education.

John Springer, vice president of Javen Construction Co., has attended several seminars organized by FMI Corp., formerly Fails Management Institute, which offers educational programs for executives in the construction, architectural and engineering industries. Always held in resort settings, mornings are devoted to seminar topics impacting senior managers -- such as negotiation, leadership, acquisition, finance, marketing, business planning and succession. Afternoons are reserved for R&R -- providing a mix of work and play that Springer finds ideal for learning.

Like most, Springer sees the opportunity to interact with peers from around the country as one of the highlights of the programs.

Pat Scheg, vice president of human resources at Time Warner Cable in Rochester, also seeks out programs geared to her industry. Conferences presented by the national Society for Human Resource Management (SHRM) and other local programs on HR legislation provide excellent, usable information, Scheg says.

Assessing the programs

Much of the success of an exec ed program hinges on the student's motivation and readiness. Before embarking on a program, it's important to clarify your goals. At the current stage of your career, what are you looking to learn? Are you seeking industry-specific training, or broader business development insights? In what ways do you hope to improve your own skills or transform your business?

As you consider specific programs, take a good look at the presenters' or faculty's credentials. Do they have plenty of tangible successes under their belts in the areas that interest you? Look carefully at the content, and ask questions of the organizers. Be careful to separate credentials and content from marketing hype. Seek recommendations from other executives whose skills and judgment you regard highly.

Programs presented by the major business schools are most likely to provide a quality experience. These institutions have well-established reputations and seasoned faculty. The students they attract are more likely to be high-caliber businesspeople whose contributions will greatly enhance your learning. Sauer's OPM program, for example, is limited to CEOs and COOs with 10 years of management experience and major equity stakes in companies with $5 million to several hundred million in sales.

Alternative, low-cost learning

As you search for an educational program that's right for you, don't underestimate the value of low-cost learning venues.

"When I'm faced with a business challenge, I reach out to other executives in the local community," says Theresa Mazzullo, principal of EPIC Advisors Inc., who also attends industry conferences. "I read business publications and rely heavily on the thinking of Peter Drucker."

Frank York, president of Global Communications Solutions Inc., says he benefited tremendously from on-the-job learning in his engineering, product management and sales posts at Harris RF Communications -- now Harris Corp.'s RF Communications Division. York also took advantage of Harris' management development courses, which helped him to prepare for launching GCS.

Today, at Global Communications Solutions, York says he is attending the School of Hard Knocks -- which seems to be paying off: GCS just made the No. 1 spot on the list of Rochester's Top 100 fastest-growing companies.

In Sauer's view, though, an entrepreneur owes it to himself or herself to periodically focus on one's own development and draw on the knowledge of others.

"Entrepreneurs often forget about training ourselves because we're so busy taking care of other people," he says. "It's important to step back and say, 'What else do I need to learn?'"

HR Works, Inc. is an HR management outsourcing and consulting firm serving more than 600 clients in the Rochester, Buffalo, Syracuse and Baltimore/Washington areas. HR Works provides HR Department outsourcing, part-time and interim HR managers, affirmative action plans, HR*Stars recruitment services, legally reviewed employee handbooks and supervisor manuals, compensation programs, training and more. To offer comments, write walters@hrworks-inc.com

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