employer outreach presentation by full capacity marketing
DESCRIPTION
Employer Outreach presentation by Full Capacity Marketing at Dept of Labor's Dec 2010 Re-employment Summit.TRANSCRIPT
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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
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Welcome!
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TopicsTopics
• Measurable employer outreach goals
• Employer outreach challenges• Building a targeted message• Delivery mechanisms
•Outreach •Education•Sales
• Tracking ROI
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Measurable Employer Outreach GoalsMeasurable Employer Outreach Goals
• Market Position
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Employer Outreach EvaluationEmployer Outreach Evaluation
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Reality CheckReality Check
• Communication Competition
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Communication ChallengesCommunication Challenges
• Storytelling Systems
• News Media Strategies
• Off-point Messaging• Weak Websites • Lack of Social
Media• Tracking ROI
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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?
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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.
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Communication PlatformsCommunication Platforms
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Exercise: Exercise:
• Developing your communication platform
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Highlighting Successes Highlighting Successes
Why the voice of the customer?
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Global Message DeploymentGlobal Message Deployment
• Web• Social Media• Cause Campaigns• News Media• Events• Group Presentations
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WebWeb
• Employer News• Opt-in Features• Pressroom• Social Media
Pressroom
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Social MediaSocial Media
• Blogs• LinkedIn• YouTube• Facebook• Twitter
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Cause CampaignsCause Campaigns
Workforce - - the case for the cause.
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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
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Campaign ComponentsCampaign Components
• Recognition from Governor• Local proclamations• Press releases and news stories• Media Partner: VA Business Magazine• Communications Toolkit • Campaign Website
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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%
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Cause PartnershipsCause Partnerships
How would you build value?
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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.
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ExerciseExercise
From Global Messaging to 1-1 Communication
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Everyone Sells?Everyone Sells?
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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?
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Know thy Audience
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Sales Team AlignmentSales Team Alignment
• Job Developers• Case Managers• Employer Outreach
Specialists• Rapid Response
Coordinators• WIB Staff• WIB• Partners• Others?
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Case StudyCase Study
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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
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Tulare WIB Offerings
Pre-Employment SolutionsWorkKeys Job Profiling Company-owned Skills Testing
Customized Training
Downsizing & Layoff Aversions
Sector-based Strategies
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EDC Offerings
Enterprise ZoneFederal/Local Tax Credit ProgramsFinancing/CapitalForeign trade zoneLocation AssistanceBusiness AttractionEntrepreneurship/Management
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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
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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
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Innovate Tulare CountyCollective Packaging
#1: Business Incentives #2: Business Services#3: Workforce Solutions
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Subtle Communication Cues
Celina Shands Gradijan – Business Services RepresentativeEmployment Connection – Visalia2222 ABC StreetVisalia, CA 22222Phone (222) [email protected]
Partner
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A Familiar Cycle
2. Connect with them
1. Who might need us?
3. Make a suggestion
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Sales Process
2. Outreach
5. Engagement/Close
1. Prospect Lists
3. Initial
Consultation
4.SolutionSelling
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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
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HGYOIBusiness Engagement Model
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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
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Aligning Supply with DemandOur Dual Mission
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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
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Voice of the CustomerEmployer Outreach Tracking Tool
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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
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Demand Dashboard
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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
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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].
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Exercise
2. Outreach
5. Engagement/Close
1. Prospect Lists
3. Initial
Consultation
4.SolutionSelling
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Tracking ROI
Outreach & Education
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Tracking ROI
Sales
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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).
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Resources
Online Web Evaluation ToolComplimentary Web EvaluationWeb Enhancement LibrarySocial Media TutorialsMarketing WorkgroupQuarterly eNewsletter
Follow Uswww.FullCapacityMarketing.com
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© 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!