On this page: Opportunity | Solution | Impact
The Opportunity
Addressing changing workforce needs
The US labor market is rapidly evolving, driven by the rise of automation and AI, changes in federal spending, and demographic shifts including a swiftly growing aging population.
The result is a fundamental shift in workforce priorities with the economy likely to see growth in higher-wage jobs. According to our research, this means that lower-wage workers will need to upskill and transition into new roles, potentially requiring another 12 million workers to change their jobs by 2030.
With over 15,000 workforce development team members and 1.7 million people supported annually across the United States and Canada, the Goodwill network is the largest nonprofit provider of job training and career placement services in North America. Against the backdrop of rapidly shifting workforce demands, Goodwill Industries International and the network of 153 local nonprofits it supports realized they were uniquely positioned to help people from all backgrounds build the skills needed to seize new opportunities and navigate these changes.
While everyone knows our stores, we do so much more,” says Steve Preston, president and CEO of Goodwill Industries International. “Our mission is to put people to work, and we believe everyone needs the opportunity to find purposeful employment. As our world changes, we want to help individuals gain the skills to not only adapt but truly thrive.
To get there, Goodwill Industries International—in collaboration with local Goodwill organizations—created a robust capability-building approach that supports job seekers and career advancers looking to shift into roles requiring new skills.
“Addressing the evolving labor market is not just a challenge, but a profound opportunity,” says Nora Gardner, a McKinsey senior partner. “By equipping millions of workers with the skills needed for the jobs of the future, we can drive both economic growth and career opportunities. Our collaboration with Goodwill Industries International is a critical step in ensuring that no one is left behind in this transformation.”
The Solution
Building a clearer path to higher-paying jobs
Goodwill Industries International and local Goodwill leaders worked with McKinsey to strengthen the Opportunity Accelerator®, a workforce development framework created to help job seekers in the United States and Canada find employment and advance careers. The framework begins with an assessment of the person’s career and financial goals, followed by training in occupational and digital skills, and culminating in job placement services. Wraparound support services connect people and their families with what they need to ensure success.
To scale this framework, Goodwill would need to refine the Opportunity Accelerator’s offering into a consistent, easily adoptable package that could be deployed across its network of workforce development centers throughout North America. These centers provide career navigation, résumé support, on-the-job training, job placement, support services, and more.
The team took a thorough and data-backed approach focused on three key goals: standardizing the framework and services to hone efficiency and quality; improving operations by strengthening support systems available to local Goodwill team members; and expanding reach and fostering adoption across the Goodwill network.
With the help of McKinsey’s expertise in social and public sectors, measures were put in place to help ensure the continued success of these offerings, including consistent monitoring of results and optimized cost-to-serve tracking. A specialized Opportunity Accelerator journey for youth and young adults was refined to meet people where they are by incorporating digital channels for outreach and assessments and cohort-based career navigation with coaches that act as youth mentors.
What makes these offerings unique and impactful is their comprehensive approach,” says Nora. “By starting with a deep understanding of each individual’s goals, and then providing tailored training, local Goodwill organizations not only help people find jobs but also ensure they achieve meaningful, long-term success in their careers.
The team used insights from the McKinsey American Opportunity Survey (AOS)—which highlights Americans’ views on the barriers to and enablers of economic opportunity—to help align the Goodwill approach with the needs of job seeker groups who were least likely to be employed or advancing their careers. They worked closely with McKinsey experts on workforce development, programming for vulnerable groups, and operating in federated organizations to help identify and shape best practices.
To optimize impact and continue to improve the process, the team developed a diagnostic framework to assess the effectiveness of the Opportunity Accelerator job seeker journey. The diagnostic looked at nine different areas, including participant targeting and outreach, data and tools, and outcome monitoring. This allowed the team to pinpoint areas for improvement and ensure that the Opportunity Accelerator could scale to effectively reach and support more participants.
The Impact
Scaling workforce success
This collaboration has helped lay the groundwork for the Opportunity Accelerator approach to reach millions of job seekers across North America through the Goodwill network. It has also helped equip Goodwill Industries International and local Goodwill leaders to address key areas like technology and data scalability by creating consistent resources, such as a monitoring and evaluation framework, that offer a reliable experience for program delivery, cost tracking, and data collection.
“Data and technology are key to empowering this effort,” says Bryan Hancock, a McKinsey partner. “By leveraging standardized tools and automated data collection, the Goodwill network can ensure that every job seeker receives the same high-quality support, no matter where they are in North America. This not only improves the user experience but also helps track and enhance the effectiveness of the programs.”
This work has also helped identify the most essential parts of the Opportunity Accelerator journey, aiming to streamline it from over 35 optional services to a focused set of best-practice elements—such as a simplified intake and assessment process, mentorship-driven career coaching, and alumni engagement—to improve adoption and job retention.
Goodwill Industries International and local Goodwill leaders now have a clear, forward-looking roadmap to significantly expand their reach, with plans to scale the Opportunity Accelerator beyond its current footprint into a much broader, more expansive presence (or usage) in the years ahead. The goal is to create impactful pathways for millions of individuals—especially early-career job seekers—and to foster sustainable careers that drive meaningful economic impact.
“By scaling the Opportunity Accelerator, we are not just connecting people with jobs; we are fostering growth and economic empowerment for individuals, families, and communities,” says Steve. “This initiative is about giving everyone, regardless of their background, the chance to succeed and thrive in the modern economy.”
“Our firm is designed to operate as one—a single global partnership united by a strong set of values. We are equally committed to both sides of our mission: attracting and developing a talented and diverse group of colleagues and helping our clients create meaningful and lasting change.
From the C-suite to the front line, we partner with clients to help them innovate more sustainably, achieve lasting gains in performance, and build workforces that will thrive for this generation and the next.”
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