The competitive paradox North Carolina must address

Published 9:01 p.m. today

By Richard Campbell

North Carolina is consistently ranked as the top state for business, yet it faces a significant structural challenge. According to Lumina Foundation’s Stronger Nation data, only 43.9% of North Carolinians hold a postsecondary credential that provides a "value wage," a wage that is at least 15% above the median wage for high school graduates. This is 31 points below the state’s 75% attainment goal for 2040.

This is not a contradiction but a warning. While tax incentives may attract companies, they do not sustain a high-skill economy. North Carolina’s long-term competitiveness relies on talent rather than tax policy.

From Attainment to Value: Closing the ROI Gap

The data highlights a critical opportunity for North Carolina. While 70% of bachelor’s degree holders meet the 15% increase in wages compared to high school graduates, only about half of associate degree holders can say the same, revealing a structural opportunity to redesign two-year pathways for greater economic impact.

This is not a criticism of the Associate Degree, but rather a sign of systemic misalignment. Many students follow incomplete pathways, earning credits without gaining the high-demand industry credentials and life-planning skills needed for high-value careers. For first-generation learners, the lack of a clear, well-supported roadmap often leads them to leave the system just before reaching economic stability.

Redesigning these pathways to include immediate workforce certifications and strong support transforms the Associate Degree into a high-ROI credential. 

The Strategic Case for Public and Private Investment

To close the 31-point gap, North Carolina should invest in associate degree–granting institutions. These schools are essential for meeting the state’s most critical workforce needs through a dual-track approach.

Guided Degree Maps

Direct-to-Career: Includes stackable, industry-recognized credentials for immediate hire.

Direct-to-Degree: Pathways that guarantee transfer to 4-year programs without credit loss.

Life Planning & Skills

Develops the financial literacy and professional etiquette required to thrive in a workplace environment.

Builds the "academic grit" and time-management habits needed for junior and senior-level university rigor.

Intensive Advising

Aligns student strengths with NC-specific job openings in sectors like Biotech and Health Sciences.

Bridges the “experience gap” for first-generation learners—providing networking and system-knowledge required to navigate complex transfer systems.

Workforce Alignment

Private sector partnerships ensure students earn high-demand certifications during their degree.

Aligns foundational learning with future specialized research or professional degrees.

Filling the Gaps: North Carolina’s High-Demand Sectors

Investments should prioritize programs that provide immediate value in the state’s most urgent sectors:

  • Health Sciences and Behavioral Health: Address shortages of nurses, pharmacy techs, behavioral health professionals. Currently, 94 of 100 North Carolina counties are designated as shortage areas.

  • Emergency Management and Public Service: Prepare the next generation for roles in disaster response, public safety coordination, and community leadership.

  • Biotech and Advanced Manufacturing: Expand the BioWork pipeline to train technicians for North Carolina’s growing life sciences and electric vehicle industries.

  • Information Technology: Provide accelerated pathways to cybersecurity and cloud support roles, where salaries can double with the right credentials.

The Post-COVID Imperative: Education for a Purposeful Life

Data alone does not reflect the challenges facing a generation shaped by isolation. Post-COVID learners often have high potential but lack experience in essential life skills required in today’s workforce.

Investments should support institutions that treat life planning as a core competency. In a value-driven economy, skills such as purpose formation, decision-making, and conflict resolution are essential for turning a degree into a career.

Redesign, Not Incremental Change.

Closing the attainment gap requires a structural redesign of the two-year college experience. Key elements include:

  1. Public funding should reward outcomes, such as transfer success and direct-to-career placement in high-demand roles, rather than just enrollment.

  2. Private investment from the business community should recognize these institutions as primary centers of talent.

  3. A holistic curriculum should treat life skills such as budgeting, goal setting, and professional communication with the same rigor as academic subjects.

Why This Matters Now

North Carolina’s economic future depends on the number of students who graduate with a credential of value and a plan for a purposeful life.

Degree attainment without ROI is an empty metric; value is the true measure of success. Associate degree–granting institutions are the most direct catalyst for turning educational access into meaningful economic opportunity.

 

Richard Campbell is a seasoned higher education communications strategist and advocate, and a former vice chancellor within the UNC System.

 

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