Survey about the PES Survey about the PES services for services for employersemployers

Mg.soc. Inta MierinaMg.soc. Inta MierinaThe Institute of Sociological The Institute of Sociological

ResearchResearch

24/03/200824/03/2008

The purpose of the surveyThe purpose of the survey

The sThe survey urvey isis one of the activities of the one of the activities of the projectproject

""Mid-term strategies for improving Mid-term strategies for improving PES regarding employersPES regarding employers""

of the programme of the European of the programme of the European CommissionCommission

""Modernising Public Employment Modernising Public Employment ServicesServices".".

The goal of the surveyThe goal of the survey

To gather information about the PES To gather information about the PES services to employers in different services to employers in different

European countries.European countries.

The information is used in improvement The information is used in improvement and future development of the PES and future development of the PES strategies to employers in the Baltic strategies to employers in the Baltic

StatesStates. .

MethodologyMethodology

Survey methods: Survey methods: 1.1. Secondary data analysisSecondary data analysis2.2. Internet surveyInternet survey

– Representatives of 31 country (including Representatives of 31 country (including Latvia) were invited to take part in this surveyLatvia) were invited to take part in this survey ““Non-contact” 4 countriesNon-contact” 4 countries ““Non-response” 9 countriesNon-response” 9 countries

– In total 18 interviews were conductedIn total 18 interviews were conducted– Survey dates: 10/30/2007 – 01/30/2008Survey dates: 10/30/2007 – 01/30/2008

3.3. Discussions among the representatives of Discussions among the representatives of the PES of the Baltic States the PES of the Baltic States - 4/03/2008- 4/03/2008

The content of the studyThe content of the study

Cooperation of PES with employersCooperation of PES with employers in in different European countriesdifferent European countries

Strategies regarding PES for employers Strategies regarding PES for employers and the range of services offered to and the range of services offered to employersemployers

Information about PES and communication Information about PES and communication with employerswith employers

Marketing and advertising activities of the Marketing and advertising activities of the PESPES

Efficiency of PES servicesEfficiency of PES services

Aus

tria

Bel

gium

Est

onia

Fin

land

Ger

man

y

Hun

gary

Irel

and

Icel

and

Ital

y

Latv

ia

Lith

uani

a

Mal

ta

Met

herla

nds

Rom

ania

Sw

eden

Uni

ted

Kin

gdom

Cyp

rus

Pol

and

4 1

5 1

6 1 1

7 1 1 1 1 1 1

8 1 1 1 1 1 1

9 1

Difficult to say 1

In the new EU member states the efficiency of services is comparatively low.

HHow would you rate the efficiency of the PES-provided services ow would you rate the efficiency of the PES-provided services for employers in your country in general?for employers in your country in general?

Registration of vacanciesRegistration of vacancies

How do employers register vacancies in the PES?How do employers register vacancies in the PES?

1 1

1111

6 7

3 2

84

8

5

25 7

9

2 111

2 1

44

1 1

0%

10%20%

30%

40%50%

60%

70%

80%90%

100%

By phone On theInternet

Via e-mail Registervacanciesin personin the PES

By fax By mail

Diff icult to say

Never

Rarely

Sometimes

Often

Alw ays

Base: all (n=18)

There is higher evaluation of the efficiency of the PES There is higher evaluation of the efficiency of the PES in countries where vacancies are not registered in in countries where vacancies are not registered in person at PES offices.person at PES offices.

Registration of vacancies in the Registration of vacancies in the Baltic StatesBaltic States

Baltic states:Baltic states: – like in other new EU member states, a personal visit to the like in other new EU member states, a personal visit to the

PES office still remains one of the most frequently used ways PES office still remains one of the most frequently used ways of registering vacancies.of registering vacancies.

Latvia:Latvia: – Currently Internet options have not been put to sufficient use Currently Internet options have not been put to sufficient use

in Latvia: in Lithuania and Estonia the possibility of in Latvia: in Lithuania and Estonia the possibility of registering vacancies on the Internet as well as their registering vacancies on the Internet as well as their registration via e-mail are used more frequently. registration via e-mail are used more frequently.

Recommendation:Recommendation: – data bases on the Internet and data bases on the Internet and distance vacancy registration distance vacancy registration

(without involving any personal contact(without involving any personal contact), on the whole, may ), on the whole, may significantly improve the efficiency of servicessignificantly improve the efficiency of services

– to develop and advertise possibilities of registering to develop and advertise possibilities of registering vacancies without involving face-to-face communication, in vacancies without involving face-to-face communication, in particular through the Internetparticular through the Internet

How vacancies are made How vacancies are made publicpublic

2 2

1

3 2

3 3

1

4 3

1

2 5

1

7

14 14

11

5

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

In the off icesof the PES

On the w ebpage of the

PES

In other job-seeker

portals on theInternet

In journals,new spapers

Other

Never

Rarely

Sometimes

Often

Alw ays

Base: all (n=18))

Where are the vacancies published?Where are the vacancies published?

The operation of the PES is assessed as more efficient in those The operation of the PES is assessed as more efficient in those countries where vacancies are countries where vacancies are notnot always published in PES offices. always published in PES offices.

How vacancies are made How vacancies are made public in the Baltic Statespublic in the Baltic States

Baltic states:Baltic states: – The publication of PES vacancies in the mass media The publication of PES vacancies in the mass media

distinguishes East European countries, including all three distinguishes East European countries, including all three Baltic states. Baltic states.

– Almost never do the PES in Baltic States publish vacancies iAlmost never do the PES in Baltic States publish vacancies in n other job-seeker portalsother job-seeker portals. 9 other countries do it at least . 9 other countries do it at least sometimes.sometimes.

Latvia:Latvia: – Although in most countries (14), including Lithuania, it is a Although in most countries (14), including Lithuania, it is a

regular praxis to publish vacancies on PES web page, jn the regular praxis to publish vacancies on PES web page, jn the PES in Latvia PES in Latvia it has not yet become a regular practiceit has not yet become a regular practice. In . In Estonia PES does not do it at all.Estonia PES does not do it at all.

Recommendation:Recommendation: – pay more attention to the regularity of the placement and pay more attention to the regularity of the placement and

updating of information about PES vacancies on the Internet.updating of information about PES vacancies on the Internet.

Range of services offered to Range of services offered to employersemployers

41 1 1

7

9

4 11 11

1

4

4 5

6

1

3

2 1

8

13 2

47

34

0%

10%

20%30%

40%

50%

60%

70%80%

90%

100%

By pre-selecting

candidatesand then

informing theemployer

about the mostappropriateapplicants

By distributinginformation

aboutvacancies

through directcontacts w ith

employers

Providingemployers

w ith anaccess to job-

seekers'information on

the Internetw eb page

By consultingemployers

By arrangingmeetings for

the employersw ith the job-

seekers

By allow ing tow atch theeducational

coursesorganized by

the PES

Never

Rarely

Sometimes

Often

Alw ays

Base: all (n=18)

How does How does thethe PES help employers find the right candidates? PES help employers find the right candidates?

Some PES (for example, Germany) are positioning themselves as Some PES (for example, Germany) are positioning themselves as professionals, yet others are taking the role of a intermediary or professionals, yet others are taking the role of a intermediary or negotiator. negotiator. If PES is a intermediary, who should look for whom – employers for If PES is a intermediary, who should look for whom – employers for employees (Sweden) or employees for employers (Estonia)?employees (Sweden) or employees for employers (Estonia)?

Other solutions to help to fill Other solutions to help to fill the vacancythe vacancy

Many PES are organizing job fairsMany PES are organizing job fairs.. Many PES (12) are aMany PES (12) are arranging meetings rranging meetings betweenbetween the employers the employers andand

the job-seekers the job-seekers and some are and some are even offering their office space for even offering their office space for this purposethis purpose

In the United Kingdom the PES provide account managers for In the United Kingdom the PES provide account managers for enterprises that agree to hire their priority clients.enterprises that agree to hire their priority clients. Similarly, in Similarly, in Austria. Austria.

There are several tax incentives offered by PES to employers.There are several tax incentives offered by PES to employers. In Malta job-seekers are informed about the most recent PES In Malta job-seekers are informed about the most recent PES

vacancies by an SMS or via e-mail. vacancies by an SMS or via e-mail. PES of Germany emphasizes the relevance of the rapid PES PES of Germany emphasizes the relevance of the rapid PES

reaction time to the vacancy registration by an employer.reaction time to the vacancy registration by an employer. Some are organizing interventional or community work (Lithuania).Some are organizing interventional or community work (Lithuania). Some are organizing job-exchange (Finland, Romania). In Lithuania Some are organizing job-exchange (Finland, Romania). In Lithuania

– job-rotation.– job-rotation. PES in Poland is subsidizing travel expenses and accommodation.PES in Poland is subsidizing travel expenses and accommodation. Some (including Latvia) provide the possibility Some (including Latvia) provide the possibility to employers to to employers to

visit job-seekers’ coursesvisit job-seekers’ courses. Thus t. Thus the efficiency of PES can be he efficiency of PES can be improved.improved.

Range of services in the Range of services in the Baltic StatesBaltic States

Baltic states:Baltic states: – PES in Estonia is offering relatively narrow range ofPES in Estonia is offering relatively narrow range of solutions. It solutions. It

is one of the few who pre-selects the candidates only is one of the few who pre-selects the candidates only sometimes. Usually (12) PES sometimes. Usually (12) PES provides consultations for provides consultations for employers. Yet some PES (including Finland, Sweden and in employers. Yet some PES (including Finland, Sweden and in most cases Estonia) choose not to.most cases Estonia) choose not to.

LatviaLatvia: : – PES of Latvia frequently (PES of Lithuania – always) offers PES of Latvia frequently (PES of Lithuania – always) offers

employers the Internet access to job-seekers’ information/ data employers the Internet access to job-seekers’ information/ data base.base.

– The operation of the PES in Latvia is comprehensive and The operation of the PES in Latvia is comprehensive and flexible. As concerns the flexible. As concerns the range range of the offer the Latvian PES of the offer the Latvian PES does not lag behind other countriesdoes not lag behind other countries..

RecommendationRecommendation: : – to take care of the practical implementation of these services, to take care of the practical implementation of these services,

of ensuring their quality and the information of the target of ensuring their quality and the information of the target group about options offered by the PES.group about options offered by the PES.

– access to job-seekers’ information via the Internet improves access to job-seekers’ information via the Internet improves efficiency of PES services and should be developed further.efficiency of PES services and should be developed further.

Quality assessmentQuality assessment

Monitoring is done on regular

basis, 14

Monitoring is done as separate

projects, 2

Are not monitoring the quality of PES,

2

Base: all (n=18)

Does the PES try to monitor and evaluate the quality and efficiency of the PES for employers?

Usually quantitative Usually quantitative customer satisfaction customer satisfaction surveys are used. surveys are used.

Sometimes they are Sometimes they are supported by : supported by : – the method of the the method of the

secret buyer (Estonia), secret buyer (Estonia), – mechanic observations mechanic observations

(performance (performance indicators of the indicators of the phone-in centre),phone-in centre),

– trace studiestrace studies, , – analysis of references analysis of references

of employers or of employers or – a regular quarterly a regular quarterly

study of the short-study of the short-term labour market term labour market demands (Hungary). demands (Hungary).

The importance of the quality The importance of the quality assessmentassessment

General trends:General trends: – A regular quality monitoring is very important: the A regular quality monitoring is very important: the

efficiency of the PES is assessed at the lowest level efficiency of the PES is assessed at the lowest level in countries where the quality of the operation of in countries where the quality of the operation of the PES is not monitored or it is not done on regular the PES is not monitored or it is not done on regular basis (as in Estonia).basis (as in Estonia).

Recommendation:Recommendation: – In order to ensure the quality and efficiency of In order to ensure the quality and efficiency of

services, it is necessary to monitor them on regular services, it is necessary to monitor them on regular basis.basis.

– Secondary data can be very valuable, in the majority Secondary data can be very valuable, in the majority of PES an extensive analysis is made of the available of PES an extensive analysis is made of the available statistics– the PES internal information as well as statistics– the PES internal information as well as various external data bases and statistical sources.various external data bases and statistical sources.

Quality and efficiency Quality and efficiency indicatorsindicators

The subjective satisfaction among The subjective satisfaction among employers with the PES; employers with the PES;

The satisfaction of employers with the The satisfaction of employers with the offered candidates, their eligibility for the offered candidates, their eligibility for the vacancy;vacancy;

The number and part of vacancies that The number and part of vacancies that have been filled in (in general and with the have been filled in (in general and with the assistance of PES);assistance of PES);

The time invested in filling in vacancies;The time invested in filling in vacancies; The number/part of employers using PES The number/part of employers using PES

services.services.

How much is “good”?How much is “good”?

Aus

tria

Bel

gium

Est

onia

Fin

land

Ger

man

y

Hun

gary

Irel

and

Icel

and

Ita

ly

Latv

ia

Lith

uani

a

Mal

ta

Met

herla

nds

Rom

ania

Sw

ede

n

Uni

ted

Kin

gdom

Cyp

rus

Pol

and

10% 1

20% 1

30% 1 1

40% 1

50% 1 1 1

60% 1 1 1

Difficult to say 1 1 1 1 1 1 1

Most frequently PES services are used by 50-60% of enterprises (including in Estonia and Lithuania).

Recommendation: As this indicator is related to the efficiency of PES services, it is necessary to follow changes in the given indicator.

What is the number of all enterprises in percentage terms (%) in your country, which are involved in PES-provided services for employers?

The main objectives and goals of The main objectives and goals of PESPES

Baltic states:Baltic states: – PES in many countries, including all three Baltic states, PES in many countries, including all three Baltic states, plan to offer plan to offer

new services thus expanding their range.new services thus expanding their range.– Estonia and Lithuania, similarly as some other countries, hope to Estonia and Lithuania, similarly as some other countries, hope to

attract more employers who would use their services;attract more employers who would use their services; General trend: General trend:

– Several PES (including the PES in Latvia and Estonia) mention the Several PES (including the PES in Latvia and Estonia) mention the necessity of improving and augmenting the efficiency of the necessity of improving and augmenting the efficiency of the communication with employers and of the vacancy registration communication with employers and of the vacancy registration process.process.

– All clients are not equally significant for PES.All clients are not equally significant for PES. The recommendation:The recommendation:

– It might be worthwhile considering a special strategy in respect of It might be worthwhile considering a special strategy in respect of the main and most important clients (usually the large employers), the main and most important clients (usually the large employers), for example, by offering them a special support (as in Finland or for example, by offering them a special support (as in Finland or Germany). Germany).

Conclusion: Conclusion: – aims of the Latvian PES to improve cooperation with employers, to aims of the Latvian PES to improve cooperation with employers, to

improve the vacancy registration system, to develop Internet improve the vacancy registration system, to develop Internet services and to provide operative information should be supported services and to provide operative information should be supported and should be viewed as very appropriate for the present situation.and should be viewed as very appropriate for the present situation.

Cooperation with PRESCooperation with PRES

Almost all (16) PES Almost all (16) PES cooperate with private cooperate with private employment agencies.employment agencies. – Usually private agencies are allowed to report their vacancies Usually private agencies are allowed to report their vacancies

to the PES, but not the other way round (except Poland)to the PES, but not the other way round (except Poland)– Cooperation of the PES with PRES may take the form of joint Cooperation of the PES with PRES may take the form of joint

participation in job fairs or specific projects. participation in job fairs or specific projects. – In Germany job-seekers are issued vouchers for the use of In Germany job-seekers are issued vouchers for the use of

private employment service providers.private employment service providers. Baltic states:Baltic states:

– in Baltic states there is in Baltic states there is no real cooperationno real cooperation between the PES between the PES and PRES (of the kind that is characteristic for other and PRES (of the kind that is characteristic for other countries)countries)

Recommendation:Recommendation: – to consider ways and areas where it is possible to continue to consider ways and areas where it is possible to continue

developing cooperation between PES and PRES in Latvia. developing cooperation between PES and PRES in Latvia. – to consider if it could be possible in Latvia to allow PRES to to consider if it could be possible in Latvia to allow PRES to

report their vacancies to the PES, in which cases and on what report their vacancies to the PES, in which cases and on what conditions. conditions.

Problems of PESProblems of PES

An

impo

rtan

t pr

oble

m

Som

ewha

t a

prob

lem

Not

a p

robl

em

Diff

icul

t to

say

Insufficient number of employees in the PES 6 7 5 Insufficient possibilities to improve the attitude and motivation of the PES employees (politeness, responsiveness etc.) 1 9 8 Insufficient information about the specific requirements (skills, qualification) for positions to be filled 1 12 5

Lack of financial resources for the needs of the PES 3 9 6 Insufficient information about the labour market - what specialists for which professions to prepare, what skills to teach 3 9 6 Inappropriate legislation and normative restrictions that burden the work of the PES 6 9 3

Lack of motivation among job-seekers to work 3 11 3 1

Lack of an individual approach to clients - employers 2 8 8 Insufficient understanding of the employers business, problems and perception - inability to ‘talk the same language’ 2 11 5 Insufficient promotional activities, lack of information about the PES services to employers 7 11 Communication problems with employers - might be difficult to find and contact the responsible person 1 10 7 Internal data management problems - updating data about vacancies and job-seekers 1 7 10 Bureaucracy, formalities that can make the cooperation with employers difficult 3 7 7 1

Other problems 2 1

Problems of PES in the Baltic Problems of PES in the Baltic StatesStates

In Latvia PES encounter very serious problems:– insufficient number of staff members, – The shortage of financial resources, – lack of motivation among job-seekers to work,– an insufficient understanding of the client’s

business, – bureaucracy and formalities.

Considerable problems are encountered also by the PES in Estonia, while the PES in Lithuania has fewer problems.

Problem groupsProblem groups

Problems in communication with Problems in communication with employers employers

Problems related to the normative Problems related to the normative environment environment

Problems related to the staffProblems related to the staff Problems related to job-seekers.Problems related to job-seekers.

Problems in different countriesProblems in different countries

Employers Normative

environment Staff Job-

seekers Total

Finland 0.96 0.38 1.04 1.59 3.97

IIceland -0.53 0.03 1.40 1.58 2.48

Netherlands 1.20 -0.31 0.62 0.78 2.29

Austria 1.21 0.44 0.35 -0.43 1.58

Romania -0.55 0.19 -0.69 2.34 1.29

Belgium 1.29 1.06 -0.66 -0.44 1.24

United Kingdom -0.14 -0.09 1.53 -0.37 0.92

Poland 1.02 1.03 -0.56 -1.05 0.45

Īreland -0.87 1.29 -0.05 -0.17 0.20

Malta -0.81 1.32 0.82 -1.43 -0.10

Sweden -0.38 0.95 -0.44 -0.31 -0.18

Lithuania 0.93 -0.40 -0.78 -0.15 -0.41

Cyprus 0.12 -0.14 -1.30 -0.13 -1.45

Estonia -0.69 -1.54 1.78 -1.37 -1.83

Germany -1.44 -0.60 0.03 0.07 -1.94

Latvia 0.44 -1.77 -1.04 -0.18 -2.56

Hungary 0.38 -1.99 -0.57 -0.39 -2.57

Italy -2.13 0.14 -1.46 0.06 -3.39

What are the main problems your PES encounters in terms of cooperation with employers?

Which problems reduce Which problems reduce efficiency?efficiency?

Bureaucratization and inappropriate Bureaucratization and inappropriate legislationlegislation..– In countries where the operation of the PES is In countries where the operation of the PES is

obstructed by inappropriate obstructed by inappropriate legislationlegislation (including (including Latvia) the efficiency of the PES is assessed as Latvia) the efficiency of the PES is assessed as comparatively low. Likewise comparatively low. Likewise bureaucratization bureaucratization is is also related to legislation. also related to legislation.

– The highest efficiency of the PES is found in The highest efficiency of the PES is found in countries where PES have small-scale countries where PES have small-scale bureaucracy. Formalization is inevitable, and it has bureaucracy. Formalization is inevitable, and it has its benefits however, it must not become too its benefits however, it must not become too burdensome. burdensome.

– Recommendation: reduce bureaucratization, Recommendation: reduce bureaucratization, making the use of PES simpler and more making the use of PES simpler and more expedient for clients. expedient for clients.

Which problems reduce Which problems reduce efficiency?efficiency?

Simplicity of communication with the PESSimplicity of communication with the PES – – how easy it is for the client to contact the PES how easy it is for the client to contact the PES staff.staff. – simplicity of communication may be considered to be an simplicity of communication may be considered to be an

indicator and the cause of the efficiency of the PES. indicator and the cause of the efficiency of the PES. Communication problems may result in the insufficient Communication problems may result in the insufficient information of the PES about the labour marketinformation of the PES about the labour market to in an to in an insufficient understanding of the client’s business as well insufficient understanding of the client’s business as well as, finally, in the insufficient information for employers as, finally, in the insufficient information for employers about services offered by PES. about services offered by PES.

– Recommendation: Recommendation: It is important that it is always easy It is important that it is always easy for clients to contact the PES. ]for clients to contact the PES. ]

Insufficient information about the labour Insufficient information about the labour marketmarket – what skills to develop, what specialists – what skills to develop, what specialists to train. to train. – also directly linked to efficiency.also directly linked to efficiency.

Which problems reduce Which problems reduce efficiency?efficiency?

Difficult to improve the attitude and Difficult to improve the attitude and motivation of their own staffmotivation of their own staff..– Also problem in Latvia.Also problem in Latvia.– The attitude of the staff constitutes a less The attitude of the staff constitutes a less

significant problem if the PES has a sufficient significant problem if the PES has a sufficient number of staff members and does not have number of staff members and does not have considerable bureaucratization. considerable bureaucratization.

– Conclusion:Conclusion: The addressing of the issue of The addressing of the issue of staff insufficiency and bureaucratization would staff insufficiency and bureaucratization would result also in the improvement of the attitude result also in the improvement of the attitude and motivation of the staff.and motivation of the staff.

RecommendationsRecommendations

As the efficiency of the operation ofAs the efficiency of the operation of the PES is the PES is closely related to the normative environment, closely related to the normative environment, every effort should be made to resolve this every effort should be made to resolve this issue as soon as possibleissue as soon as possible – What do we plan to do about it?What do we plan to do about it?

Staff problem – typical but secondary. It Staff problem – typical but secondary. It would be advisable when planning the new would be advisable when planning the new strategies, to bear in mind how they could strategies, to bear in mind how they could help resolve the staff problem (like in help resolve the staff problem (like in Estonia?). Estonia?). – What do we do about it?What do we do about it?

Frequency of contacts with Frequency of contacts with employersemployers

Latvia and Lithuania are one of the few Latvia and Lithuania are one of the few countries, where the PES maintains countries, where the PES maintains constant contacts with clients on weekly constant contacts with clients on weekly basis. basis.

It may diminish problems in cooperation It may diminish problems in cooperation with employers. with employers. – In Estonia, where the PES does not maintain In Estonia, where the PES does not maintain

frequent contacts with clients, there are more frequent contacts with clients, there are more problems in communication with employers problems in communication with employers than in Latvia or Lithuania. than in Latvia or Lithuania.

Communication situationsCommunication situations

The direct marketing The direct marketing The specific vacancy The specific vacancy Special cases Special cases

Communication with Communication with employers in different employers in different

countriescountries

Direct marketing

Specific vacancy

Special cases Total

Hungary 1.82 -0.61 1.79 3.00

Belgium 0.75 0.90 1.15 2.79

Austrij 1.07 1.21 -0.37 1.91

Netherlands -0.89 1.17 1.13 1.41

Poland 0.20 1.24 -0.16 1.28

Lithuania 0.31 0.22 0.46 0.99

Malta 0.88 1.21 -1.23 0.86

Latvija 2.10 -1.33 -0.53 0.24

Ireland -1.21 -0.28 1.60 0.11

Finland -0.66 1.01 -0.28 0.07

Estonia -0.93 0.45 0.40 -0.09

Romania 0.55 -1.30 -0.42 -1.17

Iceland -0.93 -1.20 0.92 -1.20

Italy -0.75 -0.16 -0.69 -1.59

Germany -0.47 0.09 -1.39 -1.77

Cyprus -0.47 0.09 -1.39 -1.77

United Kingdom -0.60 -1.36 -0.06 -2.02

Sweden -0.79 -1.36 -0.92 -3.07

The frequency of contacts with a specific purpose

Communication with Communication with employersemployers

Baltic states:Baltic states: – With some exceptions (Estonia), a significantly higher frequency With some exceptions (Estonia), a significantly higher frequency

of contacts with clients for marketing purposes is characteristic of contacts with clients for marketing purposes is characteristic for the new EU member states, including Latvia and Lithuania.for the new EU member states, including Latvia and Lithuania.

Latvia:Latvia: – The PES in Latvia has the highest frequency of contacts with The PES in Latvia has the highest frequency of contacts with

clients for marketing purposes. At present the purpose of clients for marketing purposes. At present the purpose of communication with clients is more often the information and communication with clients is more often the information and attraction of clients rather than the provision of a specific service, attraction of clients rather than the provision of a specific service, the servicing of clients. the servicing of clients.

– Contacts with clients in Latvia are rarely related to a specific Contacts with clients in Latvia are rarely related to a specific vacancy. If the direct marketing is disregarded, in Latvia the PES vacancy. If the direct marketing is disregarded, in Latvia the PES contacts clients – employers less frequently than in Lithuania or contacts clients – employers less frequently than in Lithuania or Estonia. Estonia.

Recommendation: Recommendation: – iit would be advisable in future not only to change communication t would be advisable in future not only to change communication

channels for work with clients, but also the content of channels for work with clients, but also the content of communication, focusing more also on ensuring the quality of communication, focusing more also on ensuring the quality of service, not only the advertising of the PESservice, not only the advertising of the PES

Communication regarding Communication regarding specific vacancyspecific vacancy

The majority (12) of PES maintains regular The majority (12) of PES maintains regular contacts with clients to make sure if a specific contacts with clients to make sure if a specific vacancy is still freevacancy is still free. However, . However, Latvia is among the Latvia is among the countries that do not perform a regular review of countries that do not perform a regular review of the filling of vacancies.the filling of vacancies.

Taking into consideration the fact that in Latvia Taking into consideration the fact that in Latvia vacancies are rarely registered on the Internet, vacancies are rarely registered on the Internet, published in the PES web page and controlled by published in the PES web page and controlled by clients, it may constitute a considerable problem.clients, it may constitute a considerable problem.

Recommendation: Recommendation: – to incorporate placing calls to clients in the regular PES to incorporate placing calls to clients in the regular PES

procedures for ascertaining if the vacancy is still free. procedures for ascertaining if the vacancy is still free. – to maintain a feedback by maintaining regular contacts to maintain a feedback by maintaining regular contacts

with clients to find out if the recommended candidates with clients to find out if the recommended candidates had corresponded to requirements – thus following the had corresponded to requirements – thus following the practice of the majority of other countries.practice of the majority of other countries.

Communication channelsCommunication channels

The Internet has The Internet has become more become more popular than the popular than the tradition tradition communication communication channels in channels in ensuring ensuring cooperation with cooperation with clients. clients.

Only four of the Only four of the 18 PES 18 PES participating in participating in the survey do not the survey do not actually maintain actually maintain contacts with contacts with clients on the clients on the Internet. Internet.

85 5

7

6

7 6

3 6 7

1

18

10

1

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

By phone Via e-mail Bycommunicatingand answ eringquestions onthe Internet

By mail By fax

Never

Rarely

Sometimes

Often

Base: all (n=18)

What communication channels does the PES use in communication with employers?

RecommendationsRecommendations

PES in Latvia uses Internet and e-mail PES in Latvia uses Internet and e-mail in communication with employers less in communication with employers less often than PES in Lithuania or Estonia often than PES in Lithuania or Estonia (only sometimes).(only sometimes).

Recommendation: to write more e-Recommendation: to write more e-mail messages and to provide replies mail messages and to provide replies to questions on the Internetto questions on the Internet..

Information about employers Information about employers needsneeds

Information about needs of Information about needs of employers is critically important for employers is critically important for ensuring the efficiency of the ensuring the efficiency of the operation of PES. The better operation of PES. The better informed the PES is about employers’ informed the PES is about employers’ needs, the fewer problems in needs, the fewer problems in communication with them. communication with them.

Information about employers Information about employers needs in different countriesneeds in different countries

5 6 7 8 9 Difficult to

say

Austria 1

Belgium 1

Estonia 1

Finland 1

Germany 1

Hungary 1

Īreland 1

Iceland 1

Italy 1

Latvia 1

Lithuania 1

Malta 1

Netherlands 1

Romania 1

Sweden 1

United Kingdom 1

Cyprus 1

Poland 1

How would you rate your overall knowledge about the needs of employers – your current and potential clients?

Information acquiring Information acquiring channelschannels

9

10

13

14

16

16

17

18

9

7

5

0 5 10 15 20

Other

By organizing internal seminars for w orkers ofdifferent f iliations w ith the purpose to exchange

By analysing the experience of other EU countriesavailable on the Internet

By buying/ subscribing to the latest publications in thefield

By maintaining an internal data base about employers'feedback - complaints and suggestions

By attending international seminars and conferencesfor the specialists in the PES

By ordering labour market surveys, using theservices of research agencies

By review ing recent surveys and academicpublications

By analyzing the internal data of the PES

By analyzing the data received from the statisticalbureaus

By talking to employers

Base: all (n=18)

How does the PES get information about the labour market and the needs of employers?

Information acquiring channels Information acquiring channels in the Baltic Statesin the Baltic States

Baltic states:Baltic states: – It is the It is the subscriptionsubscription that distinguishes the older that distinguishes the older

EU member states from the new member states EU member states from the new member states (including Baltic states) . (including Baltic states) .

– Estonia uses the least sources of information.Estonia uses the least sources of information. Latvia:Latvia:

– Usually PES make use of the possibility of Usually PES make use of the possibility of analyzing their internal information. Yet in Latvia analyzing their internal information. Yet in Latvia references and complaints of clients are not references and complaints of clients are not analyzedanalyzed. .

Recommendation:Recommendation: – to summarize and analyze references and to summarize and analyze references and

proposals of clients.proposals of clients.

Internal seminarsInternal seminars

Those PES that organize internal seminars Those PES that organize internal seminars for the staff of offices are best informed for the staff of offices are best informed about needs of employers. At present the about needs of employers. At present the number of such countries is not high (7 out number of such countries is not high (7 out of 18), still Latvian and Lithuania are also of 18), still Latvian and Lithuania are also among these countries. among these countries.

Conclusion: Conclusion: this practice should be viewed this practice should be viewed as effective and it would be advisable to as effective and it would be advisable to support and continue this practice. support and continue this practice.

Importance of marketing Importance of marketing activitiesactivities

6 7 8 9 10

Austria 1

Belgium 1

Estonia 1

Finland 1

Germany 1

Hungary 1

Ireland 1

Iceland 1

Italy 1

Latvia 1

Lithuania 1

Malta 1

Netherlands 1

Romania 1

Sweden 1

United Kingdom 1

Cyprus 1

Poland 1

The survey allows drawing the conclusion that if the PES recognizes that the PES also needs marketing, the efficiency of services increases significantly. Conclusion: The particular attention paid by the Latvian and Estonian PES to advertising and marketing activities is commendable. Still it is equally important in what way and how efficiently marketing is conducted and how it is incorporated in other processes of the organization.

How important do you consider the promotional activities regarding the work of the PES?

Channels for advertising Channels for advertising PESPES

10

7 7 6 5 4 4 4

2 4

6

6

9 1010

14

108

2

4

1 2 3 4

5

1 1 1

1415

1

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Advertisingservices inthe w eb-

page of thePES

Visitingcompanies

Placinginformation in

the EURESdata base

Sendinginformation

aboutservices andnew s via e-

mail

Sendinginformation

aboutservices andnew s by mail

Participatingin exhibitions

Advertisingservices inmass media(press, TV,outdoors)

Calling byphone

Organizingseminars oropen accessdays in the

Agency

Organizingseminars,

informationalactivities

outside thePES

Often Sometimes Rarely Never

Base: all (n=18)

How does the PES promote services it provides among employers?

Efficiency of visiting Efficiency of visiting companiescompanies

Many PES, including the Many PES, including the PES in Baltic PES in Baltic statesstates, pay regular visits to enterprises. , pay regular visits to enterprises. Replies reveal that visiting enterprises, Replies reveal that visiting enterprises, although a time-consuming and expensive although a time-consuming and expensive activity, is very effective. activity, is very effective.

In LatviaIn Latvia, contrary to Estonia and , contrary to Estonia and Lithuania, this method is not mentioned Lithuania, this method is not mentioned among the most effective methods. Why?among the most effective methods. Why?

Recommendation:Recommendation: To reconsider the To reconsider the character and content of the visit itself. At character and content of the visit itself. At any rate it is clear that such practice any rate it is clear that such practice should be retained. should be retained.

Telephoning and Telephoning and advertisement in mass mediaadvertisement in mass media

Many PES consider telephoning to the second Many PES consider telephoning to the second most effective way for advertising their services. most effective way for advertising their services. Survey confirms it. Still in neither of the Survey confirms it. Still in neither of the Baltic Baltic statesstates its potential has received such a high its potential has received such a high evaluation. Either the said practice has simply not evaluation. Either the said practice has simply not yet gained popularity in the new EU member yet gained popularity in the new EU member states, or it has some objective or subjective states, or it has some objective or subjective obstacles. obstacles.

The Baltic statesThe Baltic states consider the advertising of consider the advertising of PES in the mass media to be particularly PES in the mass media to be particularly effective. In Latvia and Estonia the advertising of effective. In Latvia and Estonia the advertising of services in the mass media is considered to be services in the mass media is considered to be one of the most effective ways for advertising one of the most effective ways for advertising however it is more typical for Lithuania. however it is more typical for Lithuania.

Days of open doors Days of open doors

A widespread practice. Mostly in PES than A widespread practice. Mostly in PES than outside PES. outside PES.

The The LatvianLatvian PESPES organises days of open organises days of open doors on its premises more often than PES in doors on its premises more often than PES in other countries, but less frequently – outside other countries, but less frequently – outside the PES premises. the PES premises.

Recommendations:Recommendations: to consider to consider possibilities of organising days of open doors possibilities of organising days of open doors more often in other premises (like in more often in other premises (like in Lithuania).Lithuania).

BookletsBooklets

8

12

15

18

3

5

8

0 5 10 15 20

In private institutions

In educational institutions

In municipalities

In other governmental institutions offering socialservices

They are send by post to employers

During seminars, exhibitions and otherpromotional activities

In the PES

Base: all (n=18)

Where are the promotional booklets or pamphlets distributed?

Almost all PES, among them also the PES in Latvia, have special booklets

developed for employers.

Booklets in the Baltic StatesBooklets in the Baltic States

Baltic states:Baltic states:– booklets booklets are available also at other public institutions are available also at other public institutions offering offering

social servicessocial services. This. This option is not used by PES in many other option is not used by PES in many other countries. countries.

– contrary to the old EU member states, contrary to the old EU member states, booklets are rarely sent booklets are rarely sent by post. by post.

Latvia:Latvia:– In comparison with other Baltic states the PES in Latvia still In comparison with other Baltic states the PES in Latvia still

less frequently makes use of possibilities to distribute less frequently makes use of possibilities to distribute booklets that would advertise provided services. booklets that would advertise provided services.

– PES of Estonia and Lithuania are among the few PES, which PES of Estonia and Lithuania are among the few PES, which distribute booklets also in municipalities and in educational distribute booklets also in municipalities and in educational institutions, while it is not practiced in Latvia. institutions, while it is not practiced in Latvia.

Recommendation:Recommendation: to distribute booklets in to distribute booklets in municipalities thus following the practice of other municipalities thus following the practice of other countries. countries.

Other ideas for marketing Other ideas for marketing activitiesactivities

Austria plans to institute an annual award for Austria plans to institute an annual award for the best employer. the best employer.

Latvia, Hungary and Malta plan to focus more Latvia, Hungary and Malta plan to focus more on public relations with the help of the mass on public relations with the help of the mass media. media.

Finland organises employers’ weeks. Likewise, Finland organises employers’ weeks. Likewise, it is planned in Latvia to improve the it is planned in Latvia to improve the availability of information and to encourage availability of information and to encourage contacts with the PES – information services, contacts with the PES – information services, PES free information hotline, topicalities in the PES free information hotline, topicalities in the web page.web page.

Perceived benefits of PES Perceived benefits of PES servicesservices

free of charge, free of charge, popularity of services, popularity of services, large databases on job-seekers, large databases on job-seekers, the EURES, the EURES, professionalism professionalism efficiency or the internal territorial coverage. efficiency or the internal territorial coverage.

The PES in LatviaThe PES in Latvia - the diverse services that - the diverse services that have been adapted to various situations, i.e., have been adapted to various situations, i.e., the offer of specific solutions to employers.the offer of specific solutions to employers.

Future plansFuture plans

Finland already trains employees for work Finland already trains employees for work with PES clients – employers, in Germany with PES clients – employers, in Germany there are plans to start such trainingthere are plans to start such training

The PES in Lithuania hopes to create new The PES in Lithuania hopes to create new electronic services for employerselectronic services for employers

the PES in Estonia believes that it is the PES in Estonia believes that it is important to provide more advertising, important to provide more advertising,

the PES in Latvia is currently more focused the PES in Latvia is currently more focused on strategic than tactical decisions. on strategic than tactical decisions.

The model of cooperation with The model of cooperation with employersemployers

C A S E 0 5 10 15 20 25 Label Num +---------+---------+---------+---------+---------+ Finland 5 Poland 15 Netherlands 14 Germany 6 Estonia 4 Lithuania 12 Romania 16 Sweden 17 Latvia 11 Cyprus 3 Italy 10 Belgium 2 UK 18 Ireland 8 Iceland 9 Austria 1 Malta 13 Hungary 7

RecommendationsRecommendations

PES of Latvia is, to a certain extent, in the PES of Latvia is, to a certain extent, in the transition stage, and in future it should transition stage, and in future it should come closer to the cluster constituted by come closer to the cluster constituted by Finland, Poland, Germany, the Netherlands, Finland, Poland, Germany, the Netherlands, Estonia and Lithuania.Estonia and Lithuania.

In order to get closer to the communication In order to get closer to the communication with employers characteristic for these with employers characteristic for these countries, the Latvian PES needs to move:countries, the Latvian PES needs to move:– from direct communication to from direct communication to distance distance

communicationcommunication, by using up-to date , by using up-to date communication means, the Internet, e-mail; communication means, the Internet, e-mail;

– from the advertising of services and the from the advertising of services and the information of clients to ensuring the quality of information of clients to ensuring the quality of services. services.

The model of the operational The model of the operational strategy of the PESstrategy of the PES

C A S E 0 5 10 15 20 25 Label Num +---------+---------+---------+---------+---------+ Austria 1 Ireland 8 Netherlands14 Finland 5 Iceland 9 Poland 15 Germany 6 Romania 16 Latvia 11 Lithuania 12 Estonia 4 Hungary 7 Cyprus 3 Belgium 2 UK 18 Sweden 17 Malta 13 Italy 10

RecommendationsRecommendations

It is necessary to analyse the situation It is necessary to analyse the situation and to take and to take a decision on a definite a decision on a definite direction.direction.

Latvia should approximate its strategy to Latvia should approximate its strategy to the cluster constituted by Austria, the cluster constituted by Austria, Ireland and the Netherlands, Finland, Ireland and the Netherlands, Finland, Poland, Germany and Rumania.Poland, Germany and Rumania. – Here the PES is like a specialist who has a Here the PES is like a specialist who has a

perfect command of his/her particular area perfect command of his/her particular area and performs functions entrusted within the and performs functions entrusted within the frame of the prescribed responsibility well. frame of the prescribed responsibility well.

Thank you!Thank you!

Discussions? Questions? Comments?Discussions? Questions? Comments?

intam@sociology.lvintam@sociology.lv