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Employer Outreach presentation by Full Capacity Marketing at Dept of Labor's Dec 2010 Re-employment Summit.
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Road to Recovery: Strategies for ReEmployment - 2010 National Summit 1
Effective Employer Outreach
Effective Employer Outreach
U.S. Department of LaborEmployment and Training Administration
Presenter:Celina Shands GradijanPresident/CEO Full Capacity Marketing, Inc.
Presenter:Celina Shands GradijanPresident/CEO Full Capacity Marketing, Inc.
2010 National Reemployment Summit
December 14 & 15 - Arlington, VA
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 2
Welcome!
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 3
TopicsTopics
• Measurable employer outreach goals
• Employer outreach challenges• Building a targeted message• Delivery mechanisms
•Outreach •Education•Sales
• Tracking ROI
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 4
Measurable Employer Outreach GoalsMeasurable Employer Outreach Goals
• Market Position
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 5
Employer Outreach EvaluationEmployer Outreach Evaluation
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 6
Reality CheckReality Check
• Communication Competition
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 7
Communication ChallengesCommunication Challenges
• Storytelling Systems
• News Media Strategies
• Off-point Messaging• Weak Websites • Lack of Social
Media• Tracking ROI
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 8
Building the MessageBuilding the Message
Global Messages
1-1 Messages
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Global MessagesGlobal Messages
• Who are you and why should employers care?
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 10
Global Message FormulaGlobal Message Formula
• Step 1: Develop communication platforms.
• Step 2: Showcase successes & results.• Step 3: Develop storytelling systems.• Step 4: Use non-traditional mediums to
deploy.• Step 5: Track and leverage your results.
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 11
Communication PlatformsCommunication Platforms
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 12
Exercise: Exercise:
• Developing your communication platform
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 13
Highlighting Successes Highlighting Successes
Why the voice of the customer?
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 14
Global Message DeploymentGlobal Message Deployment
• Web• Social Media• Cause Campaigns• News Media• Events• Group Presentations
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 15
WebWeb
• Employer News• Opt-in Features• Pressroom• Social Media
Pressroom
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 16
Social MediaSocial Media
• Blogs• LinkedIn• YouTube• Facebook• Twitter
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 17
Cause CampaignsCause Campaigns
Workforce - - the case for the cause.
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 18
Baseline DataBaseline Data• 20% of surveyed
businesses were aware of VWN (aided brand awareness)
• 1% used the VWN as one of their top three recruitment methods (unaided brand awareness)
• Of the 20% that were aware, only 33% correctly identified the associated services of the VWN
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 19
Campaign ComponentsCampaign Components
• Recognition from Governor• Local proclamations• Press releases and news stories• Media Partner: VA Business Magazine• Communications Toolkit • Campaign Website
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 20
ResultsResults
• 29 PR events - 7,610 participants (409 businesses)
• 39 new strategic relationships• 20 local political offices with 18 local
proclamations• 102 print or broadcast stories about
workforce system• Virginia Business Magazine distributed
to 30,000 businesses across the state• Campaign Website:
• Visits:249,317 to 277,516 • Unique visitors: 114, 997 to
129,182 • Aided brand awareness went from 20%
- 47%
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 21
Cause PartnershipsCause Partnerships
How would you build value?
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 22
National Workforce Campaign
Leveraging Messages & Successes
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Imagine having a single virtual repository filled with thousands of workforce success stories from each state and local area accessible to policy makers and other stakeholders that clearly demonstrates the return-on-investment (ROI) of workforce development.
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 24
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 25
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 26
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 27
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 28
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 29
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 30
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 31
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 32
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 33
ExerciseExercise
From Global Messaging to 1-1 Communication
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 34
Everyone Sells?Everyone Sells?
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 35
1-1 Messaging1-1 Messaging
During All Business Cycles
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If your customer needs a flat screen TV, why are you trying to sell her a radio?
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 37
Know thy Audience
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 38
Sales Team AlignmentSales Team Alignment
• Job Developers• Case Managers• Employer Outreach
Specialists• Rapid Response
Coordinators• WIB Staff• WIB• Partners• Others?
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 39
Case StudyCase Study
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 40
Sales TeamSales Team
• Tulare WIB Staff• Tulare County Economic Development Corp.• Executive Pulse Referring Partners• Employment Connection
• Job Developers• Case Managers• Rapid Response Coordinators• Partners
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 41
Tulare WIB Offerings
Pre-Employment SolutionsWorkKeys Job Profiling Company-owned Skills Testing
Customized Training
Downsizing & Layoff Aversions
Sector-based Strategies
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 42
EDC Offerings
Enterprise ZoneFederal/Local Tax Credit ProgramsFinancing/CapitalForeign trade zoneLocation AssistanceBusiness AttractionEntrepreneurship/Management
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 43
Referring Partner Offerings Accounting/CPA Services Business/Strategic/Marketing Plan Construction/Engineering/Architectural Services Cost Segregation Analysis/Services Domestic/global marketing and sales Environment/government regulations Information technologies Law enforcement Local government services Operations/production Product development Resource Center - Research State government Transportation/logistics/supply chain Utilities/Energy Savings Web Design/E-Commerce
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 44
Employment Connection Offerings
WorkKeys – WIA clientRecruitment Services Training
On-the-job (OJT)Occupational Skills
Resources & InformationLabor Market TrendsHR InformationEEO InformationLabor RelationsGovernment ResourcesWellness & Ergonomics Information
Employer IncentivesEvents & Workshops
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 45
Innovate Tulare CountyCollective Packaging
#1: Business Incentives #2: Business Services#3: Workforce Solutions
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 46
Subtle Communication Cues
Celina Shands Gradijan – Business Services RepresentativeEmployment Connection – Visalia2222 ABC StreetVisalia, CA 22222Phone (222) [email protected]
Partner
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 47
A Familiar Cycle
2. Connect with them
1. Who might need us?
3. Make a suggestion
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 48
Sales Process
2. Outreach
5. Engagement/Close
1. Prospect Lists
3. Initial
Consultation
4.SolutionSelling
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 49
Technical assistance to sites via site visits, Webinars, online meetings & strategy sessions, e-newsletters, and outreach toolkits to improve employer and business relationships.
Collaborate with FCM on identification of needs, design and
focus of TA strategies, development of performance measures and
synthesis of accomplishments and lessons learned.
Case Study
High Growth Youth Offender Initiative
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 50
HGYOIBusiness Engagement Model
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 51
Cross-Agency Partnerships
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New JerseyOhio
WisconsinOregon
California
Texas
Oklahoma
Colorado
FloridaDallas
Fort Worth
Colorado Springs
Stillwater
Sierra VistaPhoenix
Arizona
ClevelandDayton
La CrossePortland
Cherry Hill
St. PetersburgSarasota
Hammond
Louisiana
Imperial Beach
The Oregon Consortium
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 53
Aligning Supply with DemandOur Dual Mission
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 54
HGYOIBusiness Engagement DisconnectsLack of market researchNo systems to capture voice of businessData not used to improve operational structuresWeak message strategies and lack of positioningNo consultative sales processLack of prospect listsLack of business outreach coordinationDefining business engagement Tracking ROI
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 55
Voice of the CustomerEmployer Outreach Tracking Tool
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 56
Happy Business Customers“The Sheraton’s partnership with the WorkSuccess Career Pathways
Program has produced excellent employees for our corporation. Our direct involvement allows us the opportunity to interact with prospective employees and get a sense of their fit for the Sheraton. We are extremely pleased with the results and look forward to continuing this win-win partnership!”
Cathie Coffman - GMSheraton Portland Airport Hotel
“Workforce Connections, Inc. does an excellent job screening candidates.Almost everyone who is referred is hired. We appreciate their excellent work.”
Jeff Kroes – HR Mgr Pacal Industries
“THE BRIDGE has become one of the first places I call when I need newemployees. I have hired several employees that completed the programand they have proved to be hard working employees. I look forward to continuing to offer opportunities to individuals who have taken advantage of the great services that THE BRIDGE offers.”
Charles Carter – HR Mgr Dalton Trucking
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 57
Demand Dashboard
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 58
Demand DashboardHGYOI Highlights
Outreach & Engagement# of all contacts increased 74%30-45% - cold calls
Future Engagement30% interested in future engagement
New Hires# of part-time or full-time hires increased from 65 to 142 per month
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 59
Conclusions
1. Businesses want a partner that understands their issues.
2. They want a system that has internal efficiencies among its many partners
3. They will engage with you if they understand the value propositions.
4. Communication platforms are critical in both outreach and 1-1 sales efforts.
5. Credibility and perceived value increases if solutions are identified [regardless of the funding stream].
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 60
Exercise
2. Outreach
5. Engagement/Close
1. Prospect Lists
3. Initial
Consultation
4.SolutionSelling
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 61
Tracking ROI
Outreach & Education
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 62
Tracking ROI
Sales
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 63
Assignment Checklist
1. Conduct an internal Communication Audit.
2. Revamp outreach messages using new formula.
3. Establish internal systems & protocols.
4. Participate in and leverage Workforce Investment Works Campaign.
- To review the TEST site (not live to the public) go to:
www.fcmtest.com/nawb-wiw/
5. Download tools & resources (next slide).
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 64
Resources
Online Web Evaluation ToolComplimentary Web EvaluationWeb Enhancement LibrarySocial Media TutorialsMarketing WorkgroupQuarterly eNewsletter
Follow Uswww.FullCapacityMarketing.com
Road to Recovery: Strategies for ReEmployment - 2010 National Summit 65
© 2010All Rights Reserved
Contact Information
Celina Shands Gradijan – President/CEOFull Capacity Marketing, Inc.3525 Del Mar Heights Rd. #296San Diego, CA 92130(858) 793-6694 - phone(858) 793-1728 - [email protected]: www.fullcapacitymarketing.com
Questions or Comments? Contact Us!