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VCU-RRTC Webcast. Marketing and Job Development: The Business Side of the Process By Karen Flippo. Marketing. Exchange of goods or services; a mutually profitable relationship Worker meets employer need for information, and/or production and quality. Marketing. - PowerPoint PPT Presentation
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VCU-RRTC Webcast
Marketing and Job Development: The Business Side of the
Process
By Karen Flippo
Marketing
• Exchange of goods or services; a mutually profitable relationship
• Worker meets employer need for information, and/or production and quality
Marketing
• Employment decision isa business not a personal decision
• A delicate balance of acquiring knowledge about the job seeker and the local business community
Marketing Plan
• Driven from the outcomes of the person-centered planning process
• Targets businesses/jobs in the community
Marketing Plan
• Includes timelines
• Promotion ideas
Marketing Plan
• Marketing a priority - a line item in the budget and be included in the strategic plan
Marketing
• Closing the deal
The Deal
• Reviewing and understanding job requirements
• Interviews, observations
• Learning employer need
The Deal
• Matching benefits of individual and service to need
• Convincing employer that cost of recruiting and hiring (and perceived risk) is LESS than overall benefit
The Deal
• Being seen as a credible resource for recruitment and retention
• Every approach is different and tailored to the individual business
The Deal
• Each visit requires a set of probing questions to solicit information
The Deal
• What are your personnel needs?
• How do you foresee your business in the next five years?
The Deal
• What are the qualities that you most admire in your employees?
• What are your “personnel pet peeves”?
The Deal
• What is the frequency of changes in tasks/job descriptions?
• How do you train your employees?
Costs toEmployers
• Job Accommodation Network reports: (1992-1999 ongoing evaluation)
• Cost of accommodation
• No cost: 20%
Costs toEmployers
• Between $1-$500: 51%• Between $1,001 and $1,500: 3%• Between $1,501 and $2,000: 3%• Between $2,001 and $5,000: 8%• Greater than $5,000: 4%
Marketing to Employers
• Association for Persons in Supported Employment and North Carolina Marketing Initiative Project found...through 10,000 field queries (20% of NC businesses) and 30 focus group events that:
Marketing toEmployers
• Business wanted their employees to:
–Be dependable
–Possess communication skills
–Be honest
–Willingness to learn
Marketing toEmployers
• In the same study:
–47% HR execs noted that they HAD NOT BEEN ASKED to hire a person with a disability
–19% believed their work was too dangerous to hire someone with a disability
Marketing toEmployers
• 11% said they did not understand what is involved
• AND, NO ONE SAID they did not need the trouble or increased effort
Resource onAccommodation
• Local vendors for assistive technology
• Resource for ergonomic assessment
• Expertise in job carving
BusinessRelationships
• Want ads are short term fixes to finding jobs; marketing yields relationships
DevelopingBusiness Relationships
• Understand current marketplace
• Scan market for potential contacts
DevelopingBusiness Relationships
• Learn what you can about business
• Conduct informational interviews (all levels)
Developing BusinessRelationships
• Identify need and trends in resources and production
• Communicate features/benefits to meet needs
OrganizationalReputation
• What do you want people to say about you, your service and organization?
• Now, make it happen!
Goal andObjective
• Successful job match
• Long term relationship with business
• Establish business credibility in the community
Today’s Situation
• Many employment specialists do not have experience outside of disability/ rehabilitation
Today’s Situation
• Some individuals are not comfortable working in a “business” sector
• Marketing is a skill to be learned and practiced
MarketingDilemmas
• Current unemployment rates of individuals with disabilities remains alarmingly high --close to 70%
• ADA is threatened in court system
MarketingDilemmas
• Most businesses remain uninformed about the potential of individuals with disabilities, job carving, accommodation, and employment services organizations
Available Options
• Establish presence in the community as a resource for employment
• Build trust and credibility through your service
Available Options
• Build “accounts” with each business
• Service accounts regularly - the current climate of business necessitates rapid change
Available Options
• Pay attention to lists of best companies to work for - Forbes and Working Women Magazine have annual lists-make contacts
Tips
• Set aside time each day for marketing-visits or calling
• Build databases of information about employers and keep data updated
Tips
• Identify key contacts in each place of business
• First, get commitment from the top leader
MarketingTechniques
• The time to establish relationships is BEFORE a job is needed
• Personnel change frequently; establish contacts with more than one person
MarketingTechniques
• Build a portfolio of successes
• Seek letters of references
• Ask satisfied employers to make referrals for you
Marketing -Additional Strategies
• Match your business personality to that of the business
• Take a sales class
Marketing -AdditionalStrategies
• Know successes, problems, recruitment strategies, plans for growth
• Establish Business Advisory Councils to provide expert advice
Marketing -Additional Strategies
• Join business groups; Chamber of Commerce and Society for Human Resource Management
MarketingResearch
• Read the business section of the newspaper daily
• Look for new contracts awarded, business plan/office expansion/bankruptcies
MarketingResearch
• New personnel appointed or promoted-helps with making first call
• Pay attention to business trends
• Evaluate every visit; what was learned; how can it be improved
What Can You Give?
• Responsive services
• Individual matched to position
• No fee to employer
What CanYou Give?
• Job carving to match unique need
• Dependability and credibility
Objections
• Anticipate them
• Have your data ready
• If you don’t get them, worry!
Objections
• Respond proactively
• Feel, felt, found
The Individualin the MarketingProcess
• Balance the scale of knowledge - the job seeker and the employer
• The more you know about each, the better able you will be to complete the job match
The Individualin the MarketingProcess
• Carving and customization will be easier if the relationships are strong with both parties
Data
• Harris Poll (1987, 1991 and 1995 document success of employees with disabilities in the workplace)
• Dupont Survey of Employment of People with Disabilities (1990)
Data
• Referral letters from satisfied customers
• Data on employment success in your own community
MarketingAvenues
• Company website
• Ads in local newspapers
• Targeted flyers
MarketingAvenues
• Ads in company publications
• Updated business cards
• Continued personal contact
Outcomes
• Success is measured not by the number of job placements but the quality of the placement as stated by the employee and the employer.
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