Employer Relationship Management
                  CAFCE Conference 2006
                   Regina, Saskatchewan

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Employer Relationship Management
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Employer Relationship Management
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B3 Employer Relationship Management

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See how Dalhousie University uses CRM software from Salesboom.com to effectively manage it's Employee Relations and co-op student placement with other companies.

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B3 Employer Relationship Management

  1. 1. Employer Relationship Management CAFCE Conference 2006 Regina, Saskatchewan 14 August 2006 Doug Gallant, Employer Development Manager, Dalhousie University
  2. 2. Employer Relationship Management Technical Co-operative Education Employer Relationship Management Agenda Background Opportunity Funnel Our Tools - Customer Relationship Management (CRM) - Standard Operating Procedures The Process Salesboom.com Reports Sources Professional Selling Skills – Seminar Notes and Handouts, Learning International, © 1994 - Motivating Your Sales Team, Sales Training Experts, June 2006 - Dalhousie Tech Co-op, DRAFT – Standard Operating Procedures, May 2006 - August 2006 CAFCE Conference 2006
  3. 3. Employer Relationship Management Technical Co-operative Education Background Dalhousie’s Technical Co-op has been experiencing growth Fall 2005 we contracted the services of a professional sales training expert (Sales Training Experts) who developed and customized process to improve the recruitment of prospective employers The methodology is based on CRM (Customer Relationship Management) principles broken down into 3 stages Stage 1 – Outlines the Process of Identifying New Potential Employers Stage 2 – Reveals Key Aspects of Handling Interested Prospects Stage 3 – Looks at the Hand-off Process once a New Employer is Gained (i.e. the Job Posting Cycle) August 2006 CAFCE Conference 2006
  4. 4. Employer Relationship Management Technical Co-operative Education Background The methodology was documented in Standard Operating Procedures Each stage is tracked in our CRM platform Initially had been using MS Business Contact Manager April 2006 selected a web-based package called Salesboom.com allowing us to rollout to the entire Employer Team Benefits Gained … One common data-base across the team (“Leads”, “Accounts” (Employers), “Contacts” and “Opportunities”) Ability to measure progress and success by track opportunities, leads, etc Coordinators can plan their work and check for potential duplicated effort Reports that can be used in “real-time”, to provide insight August 2006 CAFCE Conference 2006
  5. 5. Employer Relationship Management Technical Co-operative Education Professional Sales What do you think of when you hear “Sales” What is Professional Sales? Consultative Selling – the process of meeting the needs of prospective clients through relationship development, thoughtful questioning, clearly articulated features & benefits with a common commitment to solve clients problems through a product or service. Sales Training Experts Need Satisfaction Selling – the goal is to make informed, mutually beneficial decisions Learning International August 2006 CAFCE Conference 2006
  6. 6. Employer Relationship Management Technical Co-operative Education The History of Marketing & Sales 1900 – 1930 Production Orientation Goods produced during the tail end of the Industrial revolution Traveling peddlers Products developed waiting for people to buy 1930 – 1970 Sales Orientation Company efforts focused on sales function Attitude, if left alone, people will be reluctant to buy Ample supply of products; Age of the traveling salesman August 2006 CAFCE Conference 2006
  7. 7. Employer Relationship Management Technical Co-operative Education The History of Marketing & Sales 1970 – 1980’s Market Orientation Marketing becomes the focus of business sales activity Advent of strong consumer protection in the face of aggressive sales techniques 1990 – Present Customer Orientation A new paradigm centered on the customer’s perspective In the consultative sales approach, the most important skill is the ability to listen August 2006 CAFCE Conference 2006
  8. 8. Employer Relationship Management Technical Co-operative Education Background – Consultative Selling (Sales Training Experts) A process of joint discovery Your sole purpose is to help the client (the employer) The client is NOT the enemy (this includes our end use client, the student) Data Information Insight Sale August 2006 CAFCE Conference 2006
  9. 9. Employer Relationship Management Technical Co-operative Education The Sales Funnel – Job Development SOP Le ds Le Lead ad ea s ad L Le s ad s ad Le s Stage 1 – Identify s Leads Prospecting 25% New Employers s ad Le Needs Analysis 25% Leads Stage 2 – Handling Interested Proposal / Price Quote 50% Prospects / Developing the Opportunity Negotiation / Review 75% Stage 3 – Gaining the Posting / Job Posting Process Closed Won 100% August 2006 CAFCE Conference 2006
  10. 10. Employer Relationship Management Technical Co-operative Education The Sales / Opportunity Funnel – Opportunity Stages (Initially) Stage Probabilit Remarks y of Success •Prospective clients who have been contacted by Prospecting 25% voicemail or a message has been left with the receptionist. •Person Needs Analysis 25% has been spoken too, but they are uncertain of their requirements •Information Proposal/Price 50% has been forwarded via email, fax or Quote mail regarding, program details, salaries survey, employer responsibilities and/or wage subsidy information. •Prospect has determined that they have a need and Negotiation 75% will send the job description. •Job Closed / Won 100% description received and sent for processing. •Decision Closed / Lost 0% was made not to hire for the upcoming term August 2006 CAFCE Conference 2006
  11. 11. Employer Relationship Management Technical Co-operative Education Stage 1 – Identify New Prospective Employers Le ds Le Lead ad ea s ad L Le s ad s ad Le s Stage 1 s Leads Prospecting 25% s ad Le Needs Analysis 25% Leads Proposal / Price Quote 50% Negotiation / Review 75% Closed Won 100% August 2006 CAFCE Conference 2006
  12. 12. Employer Relationship Management Technical Co-operative Education Stage 1 – Identify New Prospective Employers LEADS … LEADS … LEADS ! Le Outlines the source of Leads ds Le s Lead ad ad a ad Le Le s Le s ad based on networking, “call ins” and s s Leads Prospecting 25% proactive research s ad Le Needs Analysis 25% Document the Lead in Salesboom Leads Proposal / Price CRM Quote 50% Negotiation Document the approach to be / Review 75% used This Stage sources the lead, qualifies the lead and turns it into a Closed Won 100% prospect August 2006 CAFCE Conference 2006
  13. 13. Employer Relationship Management Technical Co-operative Education Sources of Leads Advertisement Found through research in newspaper or periodical Direct Mail Inactive Clients List Employee Referral Referral generated by a student coordinator or student External Referral Came from an existing employer Partner Referral came from another department at Dalhousie Seminar Contacts gained while on course. Tradeshow Contact gained while attending tradeshow. Web Contact found through professional directory on the web. Other Walk-ins or client call in August 2006 CAFCE Conference 2006
  14. 14. Employer Relationship Management Technical Co-operative Education Stage 1 – Identify New Prospective Employers Qualifying the Lead into a Prospect Ideal Client Profile: Typically the best employers are large companies with employees in the 80+ or - category. They are national in scope and are normally found in the Manufacturing, Consulting, Natural Resources, IT, Government, or Service Sectors. Let’s test this! What is the ideal employer? What will create the best opportunities for the students? What are the best conditions for students to learn? What about Small Medium Enterprises? August 2006 CAFCE Conference 2006
  15. 15. Employer Relationship Management Technical Co-operative Education Stage 1 – Identify New Prospective Employers Initial contact is usually made by telephone. Cold Calls Referred calls Call ins A “Call Log” note is created and “linked” to the employer (account) and/or contact Once lead is qualified as a prospect, an Opportunity is created Stage Two begins August 2006 CAFCE Conference 2006
  16. 16. Employer Relationship Management Technical Co-operative Education Stage 2 – Handling Prospective Employers Needs Analysis to Negotiation Prospecting 25% Needs Analysis 25% Stage 2 Proposal / Price Quote 50% Negotiation / Review 75% Closed Won 100% August 2006 CAFCE Conference 2006
  17. 17. Employer Relationship Management Technical Co-operative Education Stage 2 - The Process (Needs Satisfaction Selling, Learning International) Your success depends on your commitment to your customer’s success …your ability to help employer’s make decisions that contribute to their success Customers tell you how you can help when they express needs NEED: a desire to improve or accomplish something How do you recognize a need? The language of needs When making a sales call, listen for and recognize the language of needs If this is missed, you risk - Making unwarranted assumptions - Wasting both your time and the employer’s time August 2006 CAFCE Conference 2006
  18. 18. Employer Relationship Management Technical Co-operative Education Stage 2 - The Process (Needs Satisfaction Selling, Learning International) GOAL – to make informed, mutually beneficial decisions OPENING Goal: to agree on what will be covered or accomplished PROBING Goal: to build a clear, complete mutual understanding of a customer’s needs Customer Needs SUPPORTING Goal: to help a customer understand specifically how you can satisfy a need CLOSING Goal: to agree on appropriate next steps August 2006 CAFCE Conference 2006
  19. 19. Employer Relationship Management Technical Co-operative Education Stage 2 – Handling Prospective Employers NEEDS ANALYSIS Le You have spoken to the contact but they ds Le s Lead ad ad a ad Le Le s Le are uncertain of their requirements for the s ad s s Leads upcoming term or are not articulating a Prospecting 25% need s ad Le Needs Analysis 25% Opportunity stage is set at 25% Leads Send pertinant information regarding, Proposal / Price Quote 50% program details, salaries survey, Negotiation employer responsibilities and/or / Review 75% funding information. A follow up date is set. Set a “Task” in Salesboom working toward Closed Won PROPOSAL (i.e. Job Description) 100% August 2006 CAFCE Conference 2006
  20. 20. Employer Relationship Management Technical Co-operative Education Stage 2 – Handling Prospective Employers PROPOSAL / PRICE QUOTE Le Probability is set for 50%. Here the ds Le s Lead ad ad a ad Le Le s Le s employer co-ordinator is working the ad s s Leads Prospecting 25% job description with the employer s ad ensuring that learning objectives are Le Needs Analysis 25% captured and that the offer is going to Leads Proposal / Price be competitive Quote 50% Chance to survey the quality of the Negotiation / Review posted position “ What will the student 75% learn?” Follow up is set Some prompting should be given at Closed Won this stage to speed up their decision 100% making process. August 2006 CAFCE Conference 2006
  21. 21. Employer Relationship Management Technical Co-operative Education Stage 2 – Handling Prospective Employers NEGOTIATION REVIEW Le Probability is set at 75%. ds Le s Lead ad ad a ad Le Le s Le s ad Review the job posting with the s s Leads Prospecting 25% employer s ad Follow up set for no more than two Le Needs Analysis 25% Leads business days Proposal / Price Have sample discipline related Quote 50% descriptions on hand Negotiation / Review Deal with any objections of questions 75% The employer agrees to the posting Closed Won 100% August 2006 CAFCE Conference 2006
  22. 22. Employer Relationship Management Technical Co-operative Education Stage 3 – Hand off Process Once Employer Secured Secure the Job Posting and Hand off to Team Member Prospecting 25% Needs Analysis 25% Proposal / Price Quote 50% Negotiation / Review 75% Stage 3 Closed Won 100% August 2006 CAFCE Conference 2006
  23. 23. Employer Relationship Management Technical Co-operative Education Stage 3 – Closing and Handing Off Closed Won - Closed / Won: Probability 100% Job description received from client and has been forwarded to the Employer Liaison Officer for processing. (i.e. Launch the Job Placement Cycle) August 2006 CAFCE Conference 2006
  24. 24. Employer Relationship Management Technical Co-operative Education Stage 3 – Hand off Process Once Employer Secured Closed Lost Decision has been made not to hire for the upcoming term. Even though the client has decided not to hire for this term you should now ask when they think that they will be in a hiring position and create an opportunity for the respective term. Follow up is now set for a date based on your conversation with the client. Ask client for referrals August 2006 CAFCE Conference 2006
  25. 25. Employer Relationship Management Technical Co-operative Education Stage 3 - CRM – Job Placement Cycle 2.5 Re-Posted 2.6 Filled Round II (Closed Won) Opportunity Funnel 2.7 Cancelled 2.4 Rank & Match (Closed Lost) 2.3 Interview Stage 2.0 Pending Posting 2.1 Posted 2.2 Pkg Sent August 2006 CAFCE Conference 2006
  26. 26. Employer Relationship Management Technical Co-operative Education Stage 3 - CRM – Job Placement Cycle Employer Liaison Officer is the steward of… Where applicants are in the “placement process” Which posting are likely to be successful placements for our program Benefit will be to optimize the ability to plan workflow and report on status Its all about numbers. We have targets both in the Employer / Job Development (Opportunity Funnel) and in Job Placement (Job Posting Cycle) August 2006 CAFCE Conference 2006
  27. 27. Employer Relationship Management Technical Co-operative Education Salesboom.com April 2006, after having tested a Software Based Application, it was decided to pursue using a web-based CRM Tool. Salesboom.com ®. It is important to note that the Customer Relationship Management (CRM) and Sales Force Automation (SFA) are powerful tools to allow us to become more effective. MS Business Contact Manager met individual coordinator’s needs but not the team need By establishing one common database of employer “Leads”, “Accounts”, “Contacts” and “Opportunities” We needed to measure progress in both Job Development and Job Placement. By integrating the Opportunity Funnel with the Process of Tracking job postings In addition, the Salesboom platform provides capability to measure success more effectively through the standard and customized reports available. August 2006 CAFCE Conference 2006
  28. 28. Employer Relationship Management Technical Co-operative Education Salesboom.com Why Salesboom? They were competitively priced (roughly half) The data and servers reside in Canada which has become a national security issue as of late. Higly customizable. Breaking ground in approaching Job Development from a Sales Model Approach (see The Sales Funnel). Salesboom extended solid support during the trial phase in order to prove that the platform could work for Dalhousie Technical Co-op Here is the link to the log in page https://secure.salesboom.com/login.html August 2006 CAFCE Conference 2006
  29. 29. Employer Relationship Management Technical Co-operative Education Reports Reports give us metrics that were previously unavailable This is important in generating Jobs Development so that We can identify the areas (markets or disciplines) that need more focus We can identify trends that impact our business We understand the health of our “sales cycle” Employer Development Coordinators need to be able to report on: Current status of Opportunity Funnel versus Targets Weekly “Accounts Report” to measure progression and results Assist in planning work and optimizing the work flow to achieve our targets A standard way of reporting will minimize effort in creating these reports Salesboom has a tremendous degree of functionality in this regard August 2006 CAFCE Conference 2006
  30. 30. Employer Relationship Management Technical Co-operative Education Reports Standard Reports on Leads Accounts Contacts Opportunities Etc August 2006 CAFCE Conference 2006
  31. 31. Employer Relationship Management Technical Co-operative Education Sample Standard Report – New Accounts August 2006 CAFCE Conference 2006
  32. 32. Employer Relationship Management Technical Co-operative Education Sample Standard Report – Closed Opportunities August 2006 CAFCE Conference 2006
  33. 33. Employer Relationship Management Technical Co-operative Education Reports Custom Reports currently available include: Opportunity Funnel by Product & Service Opportunity Funnel by Product & Service for each Representative EDT Summary Jobs Pending Report Key to Success is – Define what you are trying to find out then go through the “on-line wizard” August 2006 CAFCE Conference 2006
  34. 34. Employer Relationship Management Technical Co-operative Education Reports – Employer Development Team - Projections We have all become familiar with the “Weekly Scorecard” In order to fill up the projections on the scorecard, each team member needs to be aware of what is happening in their area of responsibility and be able to report on it. Employer Development Coordinators need to be able to report on: Current status of Opportunity Funnel versus Targets – This is to keep track of how many opportunities are at what stage of the funnel Weekly “Accounts Report” showing what opportunities have advanced through the funnel, which have been closed won and closed lost. The benefit of this is to assist in planning work and optimizing the work flow to achieve our collective targets August 2006 CAFCE Conference 2006
  35. 35. Employer Relationship Management Technical Co-operative Education Sample Custom Report – Opportunity Funnel by Product - Existing F06 This report is a customized opportunity funnel report for the Employer Development Coordinator of Existing Business in the Fall 2006 recruitment cycle August 2006 CAFCE Conference 2006
  36. 36. Employer Relationship Management Technical Co-operative Education Sample Custom Report – Job Postings Pending Placement – Fall 2006 August 2006 CAFCE Conference 2006
  37. 37. Employer Relationship Management Technical Co-operative Education Adding Notes & Call Logs Notes can be added to Accounts, Contacts and Opportunities During the course of Job Development, you will want to create a note, usually it would be linked with the account, the contact you are dealing with and the specific opportunity that you are developing. The note should follow this general format: ACTION ITEM: this states the aim of the meeting as well as the “agenda” Who was in attendance RESULTS / NEXT STEPS: the outcome of the meeting and what action items were agreed upon DUE DATE: Due date of the next follow up or when the next step is to be completed August 2006 CAFCE Conference 2006
  38. 38. Employer Relationship Management Technical Co-operative Education 5.0 – Salesboom – Don’t forget It is important to pay attention to detail Opportunity Type Job Posting – New Business - Job Posting – Existing Business - Job Placement – New Business - Job Placement – Existing Business - Stage depending on the funnel Setting the ratio (Sales Price) the to track Opportunities across discipline must always total 1.00 within an Opportunity Please check to see if an Account or a Contact already exists before adding a new one. August 2006 CAFCE Conference 2006
  39. 39. Employer Relationship Management Technical Co-operative Education Technical Co-operative Education August 2006 CAFCE Conference 2006

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