Employer Outreach presentation by Full Capacity Marketing

Road to Recovery: Strategies for ReEmployment - 2010 National Summit 1

Effective Employer Outreach

U.S. Department of LaborEmployment and Training Administration

Presenter:Celina Shands GradijanPresident/CEO Full Capacity Marketing, Inc.

2010 National Reemployment Summit

December 14 & 15 - Arlington, VA

Welcome!

TopicsTopics

• Measurable employer outreach goals

• Employer outreach challenges• Building a targeted message• Delivery mechanisms

•Outreach •Education•Sales

• Tracking ROI

Measurable Employer Outreach GoalsMeasurable Employer Outreach Goals

• Market Position

Employer Outreach EvaluationEmployer Outreach Evaluation

Reality CheckReality Check

• Communication Competition

Communication ChallengesCommunication Challenges

• Storytelling Systems

• News Media Strategies

• Off-point Messaging• Weak Websites • Lack of Social

Media• Tracking ROI

Building the MessageBuilding the Message

Global Messages

1-1 Messages

Global MessagesGlobal Messages

• Who are you and why should employers care?

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.

Communication PlatformsCommunication Platforms

Exercise: Exercise:

• Developing your communication platform

Highlighting Successes Highlighting Successes

Why the voice of the customer?

Global Message DeploymentGlobal Message Deployment

• Web• Social Media• Cause Campaigns• News Media• Events• Group Presentations

WebWeb

• Employer News• Opt-in Features• Pressroom• Social Media

Pressroom

Social MediaSocial Media

• Blogs• LinkedIn• YouTube• Facebook• Twitter

Cause CampaignsCause Campaigns

Workforce - - the case for the cause.

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

Campaign ComponentsCampaign Components

• Recognition from Governor• Local proclamations• Press releases and news stories• Media Partner: VA Business Magazine• Communications Toolkit • Campaign Website

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%

Cause PartnershipsCause Partnerships

How would you build value?

National Workforce Campaign

Leveraging Messages & Successes

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.

ExerciseExercise

From Global Messaging to 1-1 Communication

Everyone Sells?Everyone Sells?

1-1 Messaging1-1 Messaging

During All Business Cycles

If your customer needs a flat screen TV, why are you trying to sell her a radio?

Know thy Audience

Sales Team AlignmentSales Team Alignment

• Job Developers• Case Managers• Employer Outreach

Specialists• Rapid Response

Coordinators• WIB Staff• WIB• Partners• Others?

Case StudyCase Study

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

Tulare WIB Offerings

Pre-Employment SolutionsWorkKeys Job Profiling Company-owned Skills Testing

Customized Training

Downsizing & Layoff Aversions

Sector-based Strategies

EDC Offerings

Enterprise ZoneFederal/Local Tax Credit ProgramsFinancing/CapitalForeign trade zoneLocation AssistanceBusiness AttractionEntrepreneurship/Management

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

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

Innovate Tulare CountyCollective Packaging

#1: Business Incentives #2: Business Services#3: Workforce Solutions

Subtle Communication Cues

Celina Shands Gradijan – Business Services RepresentativeEmployment Connection – Visalia2222 ABC StreetVisalia, CA 22222Phone (222) 222-2222celina@EmploymentConnection.org

Partner

A Familiar Cycle

2. Connect with them

1. Who might need us?

3. Make a suggestion

Sales Process

2. Outreach

5. Engagement/Close

1. Prospect Lists

3. Initial

Consultation

4.SolutionSelling

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

HGYOIBusiness Engagement Model

Cross-Agency Partnerships

New JerseyOhio

WisconsinOregon

California

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

Aligning Supply with DemandOur Dual Mission

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

Voice of the CustomerEmployer Outreach Tracking Tool

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

Demand Dashboard

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

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].

Exercise

2. Outreach

5. Engagement/Close

1. Prospect Lists

3. Initial

Consultation

4.SolutionSelling

Tracking ROI

Outreach & Education

Tracking ROI

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).

Resources

Online Web Evaluation ToolComplimentary Web EvaluationWeb Enhancement LibrarySocial Media TutorialsMarketing WorkgroupQuarterly eNewsletter

Follow Uswww.FullCapacityMarketing.com

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 - faxCelina@FullCapacityMarketing.comWeb: www.fullcapacitymarketing.com

Questions or Comments? Contact Us!

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