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We use the near universe of U.S. online job ads to document four new facts about the skills employers demand from college majors. First, some skills—social and organizational—are demanded from all majors whereas others—financial and customer service—are demanded from only particular majors. Second, some majors have skill demand profiles that mirror overall demand for college graduates, such as Business and General Engineering, while other majors, such as Nursing and Education, have relatively rare skill profiles. Third, cross-major differences in skill profiles explain considerable wage variation. Fourth, although major-specific skill demand varies across place, this variation plays little role in explaining wage variation. College majors can thus be reasonably conceptualized as portable bundles of skills. 

Abstract This paper introduces a new measure of the labor markets served by colleges and universities across the United States. About 50% of recent college graduates are living and working in the metro area nearest the institution they attended, with this figure climbing to 67% in‐state. The geographic dispersion of alumni is more than twice as great for highly selective 4‐year institutions as for 2‐year institutions. However, more than one quarter of 2‐year institutions disperse alumni more diversely than the average public 4‐year institution. In one application of these data, we find that the average strength of the labor market to which a college sends its graduates predicts college‐specific intergenerational economic mobility. In a second application, we quantify the extent of “brain drain” across areas and illustrate the importance of considering migration patterns of college graduates when estimating the social return on public investment in higher education.