An April 19, 2011 webinar hosted by SolarTech, featuring SJSU faculty Meg Virick and Joel West; reported results from the first employer survey of the SJSU Solar Workforce Project

1. Workforce Needsof the California Solar Industry A webinar from SolarTech April 19, 2011 10:00 a.m

2. Today’s Webinar Logistics Introductions Research Background Survey Results Q&A and Discussion Summary and Next Steps

4. If you plan to use a phone for the audio, please be sure to TURN OFF your Laptop microphone.

5. Best to use a “land-line” with headset, NOT built-in laptop microphone. If you hear feedback please immediately check your audio setup.

7. Today’s Speakers Prof. Joel West, San José State Prof. MeghnaVirick, San José State David McFeely, SolarTech

8. Joel West, Ph.D. Director, SJSU Solar WorkforceProject Professor, College of Business Researcher on strategy and innovation in high-tech industries Ph.D., UC Irvine; S.B., M.I.T. http://www.linkedin.com/in/joelwest

9. Research Background

10. Green Innovation Challenge Funded by the State of California Employment Development Department (EDD) Six public-private partnership grants Funded July 2011-June 2013 $19m total One of the six grants: SolarTech Workforce Innovations Collaborative (SWIC)

12. 100+ Members

16. Workforce Surveys Goal: scientifically valid sample of California solar employers Use proven HR sampling measures, metrics Multiple waves of samples Different types of companies Different questions

17. Sampling Process Database of California solar companies Compiled from CSI, other databases Undersamples very small companies HR contact, or general managers Verified California operations Contacted firms to participate in study

18. MeghnaVirick, Ph.D. Research Director, SJSU Solar Workforce Project Associate Professor, College of Business Expert on technology industry worker employment patterns Ph.D., UT Arlington; M.B.A, T.C.U. http://www.cob.sjsu.edu/virick_m/

19. Survey Results Respondent profile General workforce needs Sales workforce needs Challenges

20. Respondent Profile

21. Initial Survey Survey of solar installers Selected 52 companies that are installers or vertically integrated including installation Online survey, solicited via email in March 2011 Incentive for participation Result: 32 responses (62%)

22. Value Chain Business area: System design/install: 100% Product manufacturing: 13% Distribution: 13% Equipment manufacturing: 9% Other: 19%

23. Line of Business Technology Photovoltaic: 100% Water heating: 25% Other (< 10%): concentrated solar power, cooling system, cool roof 74% get at least ¾ of their revenue from solar

24. Company Size

25. Company Sales Growth: 2009 to 2010

26. General Workforce Needs

27. Where is the Industry Going… Actual 2010 growth is mixed: 22% companies downsized 28% increased in size 28% stayed the same 22% declined to respond Outlook for 2011 more positive 56% predict increasing workforce 22% predicting no change 3% expecting to downsize 19% declined to respond

28. Growth Staffing Projection, 2011 Staffing Trends, 2010

30. Hiring Projections: Top 3 Positions Number of Companies Mentioning Demand 162 Strongest demand is for Installation Crew – 162 positions across 16 companies R_a4AMUq3bUdfSjqs Default Response Set Anonymous 74.100.27.135 0 2011-03-01 08:52:01 2011-03-01 09:02:44 1 1 1 2 1 1 2 1 1 1 2003 2 8 4 4 1 Design Consultant 3 5 00 00 00 00 00 00 5 50 2 1 1 1 1 3 3 3 2 2 3 3 2 2 4 2 4 4 1 3 4 3 3 4 5 4 4 2 4 1-2 2-3 2 .0 100.00 1 Varies Self-motivated individuals 1 1 2 2 3 4 4 3 3 3 3 4 3 4 4 3 3 3 4 Steven Sabel 390 Alabama St., Suite A Redlands CA 92373 steven@seabrightsolar.com 1 1 2.00 1.00 38 31 84 38 9 6 107 1 1 3 Note: Size of bubble represents expected number of position openings

31. Sales Workforce Needs

33. Hiring in Sales: First Priority Jobs Number of Companies The largest hiring is projected among mid-level sales (commercial) followed by mid-level (residential) 28

34. Hiring in Sales: Second Priority Jobs Number of Companies Trends indicate some increase in hiring entry level sales jobs and inside sales

35. Knowledge, Skills, and Experience for Sales Jobs

36. Overall Findings: Residential vs. Commercial Knowledge requirements are different: Most important knowledge for commercial sales: System sizing/cost estimation Most important knowledge for residential sales: Sales/marketing concepts Skill requirements are different: Most important skill for commercial sales: Critical thinking Most important skill for residential sales: Social perceptiveness, active listening, and speaking

37. Knowledge: Commercial vs. Residential Very Important Not very Important

38. Skills: Commercial vs. Residential Not very Important Very Important

39. Knowledge Requirements Mid-Level Sales Numbers indicate mean values on a scale of 1 to 5

40. Skill Requirements Mid-Level Sales Numbers indicate mean values on a scale of 1 to 5

41. Knowledge Requirements Senior-Level Sales Numbers indicate mean values on a scale of 1 to 5

42. Skill Requirements Senior-Level Sales Numbers indicate mean values on a scale of 1 to 5

43. Education and Certifications A few companies indicated a preference for the following certifications, mostly for mid-and senior level commercial salespersons: NABCEP certification LEED

44. Sales Experience versus Solar Experience RESIDENTIAL - Sales experience is considered more important for residential sales and entry level positions. COMMERCIAL - Experience in the solar industry is a higher priority for hiring senior commercial sales.

45. Challenges

46. Hiring Challenges Biggest challenge: Over one-third of companies indicated that finding salespeople with solar experience was their biggest challenge. Respondents indicated that solar sales experience tends to be capped at about 5-7 years, at best. Secondary challenges: Several companies indicated that finding salespeople who were motivated, had a strong work ethic, and good closing skills. Other issues: The following were also mentioned as challenges when hiring salespeople: good persuasion skills, critical thinking, judgment, and decision making.

48. General employment websites, their own website

49. For Commercial sales, order of importance is:

52. Future Analysis Written analysis: Full written report: see SWF Year 1 white paper (summer 2011) Potential Samples for Future surveys: Manufacturers: PV and balance of system manufacturing Other renewable energy or energy efficiency segments For more information: Visit SJSU Solar Workforce website: http://go.sjsu.edu/solar Contact Dr. Meg Virick at m.virick@sjsu.edu

53. Moderator: David McFeely Director of Grants and Industry Solutions, SolarTech Won grants from EDD, CEC Program manager @ HP, Agilent NABCEP certified BSEE from Cal Poly SLO

54. Q&A, Discussion

55. Summary & Next Steps

56. Acknowledgements This project was sponsored by the State of California Labor & Workforce Development Agency.It does not necessarily represent the views of the agency, its employees or the State of California.

57. SolarTech would like to follow up with additional in-depth explorations into both this material and other valuable findings in future webinars. Contact David McFeely with your ideas, interests and needs: dmcfeely@solartech.org. SolarTech will be sending a survey to gauge your interests and preferences in an ongoing engagement on workforce topics in a webinar format. To best serve you please be sure to respond to the SolarTech survey as soon as possible.