Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Employer Outreach presentation by Full Capacity Marketing


Published on

Employer Outreach presentation by Full Capacity Marketing at Dept of Labor's Dec 2010 Re-employment Summit.

Published in: Education
  • Be the first to comment

Employer Outreach presentation by Full Capacity Marketing

  1. 1. Effective Employer Outreach U.S. Department of Labor Employment and Training Administration Presenter: Celina Shands Gradijan President/CEO Full Capacity Marketing, Inc. 2010 National Reemployment Summit December 14 & 15 - Arlington, VA
  2. 2. Welcome!
  3. 3. Topics <ul><li>Measurable employer outreach goals </li></ul><ul><li>Employer outreach challenges </li></ul><ul><li>Building a targeted message </li></ul><ul><li>Delivery mechanisms </li></ul><ul><ul><li>Outreach </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Sales </li></ul></ul><ul><li>Tracking ROI </li></ul>
  4. 4. Measurable Employer Outreach Goals <ul><li>Market Position </li></ul>
  5. 5. Employer Outreach Evaluation
  6. 6. Reality Check <ul><li>Communication Competition </li></ul>
  7. 7. Communication Challenges <ul><li>Storytelling Systems </li></ul><ul><li>News Media Strategies </li></ul><ul><li>Off-point Messaging </li></ul><ul><li>Weak Websites </li></ul><ul><li>Lack of Social Media </li></ul><ul><li>Tracking ROI </li></ul>
  8. 8. Building the Message Global Messages 1-1 Messages
  9. 9. Global Messages <ul><li>Who are you and why should employers care? </li></ul>
  10. 10. Global Message Formula <ul><li>Step 1: Develop communication platforms. </li></ul><ul><li>Step 2: Showcase successes & results. </li></ul><ul><li>Step 3: Develop storytelling systems. </li></ul><ul><li>Step 4: Use non-traditional mediums to deploy. </li></ul><ul><li>Step 5: Track and leverage your results. </li></ul>
  11. 11. Communication Platforms
  12. 12. Exercise: <ul><li>Developing your communication platform </li></ul>
  13. 13. Highlighting Successes <ul><li>Why the voice of the customer? </li></ul>
  14. 14. Global Message Deployment <ul><li>Web </li></ul><ul><li>Social Media </li></ul><ul><li>Cause Campaigns </li></ul><ul><li>News Media </li></ul><ul><li>Events </li></ul><ul><li>Group Presentations </li></ul>
  15. 15. Web <ul><li>Employer News </li></ul><ul><li>Opt-in Features </li></ul><ul><li>Pressroom </li></ul><ul><li>Social Media Pressroom </li></ul>
  16. 16. Social Media <ul><li>Blogs </li></ul><ul><li>LinkedIn </li></ul><ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul>
  17. 17. Cause Campaigns <ul><li>Workforce - - the case for the cause . </li></ul>
  18. 18. Baseline Data <ul><li>20% of surveyed businesses were aware of VWN ( aided brand awareness ) </li></ul><ul><li>1% used the VWN as one of their top three recruitment methods ( unaided brand awareness ) </li></ul><ul><li>Of the 20% that were aware, only 33% correctly identified the associated services of the VWN </li></ul>
  19. 19. Campaign Components <ul><li>Recognition from Governor </li></ul><ul><li>Local proclamations </li></ul><ul><li>Press releases and news stories </li></ul><ul><li>Media Partner: VA Business Magazine </li></ul><ul><li>Communications Toolkit </li></ul><ul><li>Campaign Website </li></ul>
  20. 20. Results <ul><li>29 PR events - 7,610 participants ( 409 businesses ) </li></ul><ul><li>39 new strategic relationships </li></ul><ul><li>20 local political offices with 18 local proclamations </li></ul><ul><li>102 print or broadcast stories about workforce system </li></ul><ul><li>Virginia Business Magazine distributed to 30,000 businesses across the state </li></ul><ul><li>Campaign Website: </li></ul><ul><ul><li>Visits: 249,317 to 277,516 </li></ul></ul><ul><ul><li>Unique visitors: 114, 997 to 129,182 </li></ul></ul><ul><li>Aided brand awareness went from 20% - 47% </li></ul>
  21. 21. Cause Partnerships <ul><li>How would you build value ? </li></ul>
  22. 22. National Workforce Campaign Leveraging Messages & Successes
  23. 23. 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.
  24. 33. Exercise From Global Messaging to 1-1 Communication
  25. 34. Everyone Sells?
  26. 35. 1-1 Messaging During All Business Cycles
  27. 36. If your customer needs a flat screen TV, why are you trying to sell her a radio?
  28. 37. Know thy Audience
  29. 38. Sales Team Alignment <ul><li>Job Developers </li></ul><ul><li>Case Managers </li></ul><ul><li>Employer Outreach Specialists </li></ul><ul><li>Rapid Response Coordinators </li></ul><ul><li>WIB Staff </li></ul><ul><li>WIB </li></ul><ul><li>Partners </li></ul><ul><li>Others? </li></ul>
  30. 39. Case Study
  31. 40. Sales Team <ul><li>Tulare WIB Staff </li></ul><ul><li>Tulare County Economic Development Corp. </li></ul><ul><li>Executive Pulse Referring Partners </li></ul><ul><li>Employment Connection </li></ul><ul><ul><li>Job Developers </li></ul></ul><ul><ul><li>Case Managers </li></ul></ul><ul><ul><li>Rapid Response Coordinators </li></ul></ul><ul><ul><li>Partners </li></ul></ul>
  32. 41. Tulare WIB Offerings Pre-Employment Solutions WorkKeys Job Profiling Company-owned Skills Testing Customized Training Downsizing & Layoff Aversions Sector-based Strategies
  33. 42. EDC Offerings   Enterprise Zone Federal/Local Tax Credit Programs Financing/Capital Foreign trade zone Location Assistance Business Attraction Entrepreneurship/Management
  34. 43. 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   
  35. 44. Employment Connection Offerings WorkKeys – WIA client Recruitment Services Training On-the-job (OJT) Occupational Skills Resources & Information Labor Market Trends HR Information EEO Information Labor Relations Government Resources Wellness & Ergonomics Information Employer Incentives Events & Workshops
  36. 45. Innovate Tulare County Collective Packaging # 1: Business Incentives #2: Business Services #3: Workforce Solutions
  37. 46. Subtle Communication Cues Celina Shands Gradijan – Business Services Representative Employment Connection – Visalia 2222 ABC Street Visalia, CA 22222 Phone (222) 222-2222 [email_address] Partner
  38. 47. A Familiar Cycle 2. Connect with them 1. Who might need us? 3. Make a suggestion
  39. 48. Sales Process 2. Outreach 5. Engagement/Close 1. Prospect Lists 3. Initial Consultation 4. Solution Selling
  40. 49. <ul><ul><li>Technical assistance to sites via site visits, Webinars, online meetings & strategy sessions, e-newsletters, and outreach toolkits to improve employer and business relationships. </li></ul></ul>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
  41. 50. HGYOI Business Engagement Model
  42. 51. Cross-Agency Partnerships
  43. 52. New Jersey Ohio Wisconsin Oregon California Texas Oklahoma Colorado Florida Dallas Fort Worth Colorado Springs Stillwater Sierra Vista Phoenix Arizona Cleveland Dayton La Crosse Portland Cherry Hill St. Petersburg Sarasota Hammond Louisiana Imperial Beach The Oregon Consortium
  44. 53. Aligning Supply with Demand Our Dual Mission
  45. 54. HGYOI Business Engagement Disconnects Lack of market research No systems to capture voice of business Data not used to improve operational structures Weak message strategies and lack of positioning No consultative sales process Lack of prospect lists Lack of business outreach coordination Defining business engagement Tracking ROI
  46. 55. Voice of the Customer Employer Outreach Tracking Tool
  47. 56. Happy Business Customers <ul><li>“ 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!” </li></ul><ul><li>Cathie Coffman - GM </li></ul><ul><li>Sheraton Portland Airport Hotel </li></ul><ul><li>“ Workforce Connections, Inc. does an excellent job screening candidates. </li></ul><ul><li>Almost everyone who is referred is hired. We appreciate their excellent work.” </li></ul><ul><li>Jeff Kroes – HR Mgr </li></ul><ul><li> Pacal Industries </li></ul><ul><li>“ THE BRIDGE has become one of the first places I call when I need new </li></ul><ul><li>employees. I have hired several employees that completed the program </li></ul><ul><li>and 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.” </li></ul><ul><ul><ul><ul><ul><li>Charles Carter – HR Mgr </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Dalton Trucking </li></ul></ul></ul></ul></ul>
  48. 57. Demand Dashboard
  49. 58. Demand Dashboard HGYOI Highlights Outreach & Engagement # of all contacts increased 74% 30-45% - cold calls Future Engagement 30% interested in future engagement New Hires # of part-time or full-time hires increased from 65 to 142 per month
  50. 59. 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 ].
  51. 60. Exercise 2. Outreach 5. Engagement/Close 1. Prospect Lists 3. Initial Consultation 4. Solution Selling
  52. 61. Tracking ROI Outreach & Education
  53. 62. Tracking ROI Sales
  54. 63. Assignment Checklist <ul><li>Conduct an internal Communication Audit. </li></ul><ul><li>Revamp outreach messages using new formula. </li></ul><ul><li>Establish internal systems & protocols. </li></ul><ul><li>Participate in and leverage Workforce Investment Works Campaign. </li></ul><ul><ul><li>- To review the TEST site (not live to the public) go to: </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Download tools & resources (next slide). </li></ul>
  55. 64. Resources Online Web Evaluation Tool Complimentary Web Evaluation Web Enhancement Library Social Media Tutorials Marketing Workgroup Quarterly eNewsletter Follow Us
  56. 65. © 2010 All Rights Reserved Contact Information Celina Shands Gradijan – President/CEO Full Capacity Marketing, Inc. 3525 Del Mar Heights Rd. #296 San Diego, CA 92130 (858) 793-6694 - phone (858) 793-1728 - fax [email_address] Web: Questions or Comments? Contact Us!