Presentation on theme: "Marketing and Job Development. 2 Business Relationships: Learning about Business Needs Start by getting the employer viewpoint. Establish credibility."— Presentation transcript:
Marketing and Job Development
2 Business Relationships: Learning about Business Needs Start by getting the employer viewpoint. Establish credibility by understanding the business climate, news and issues. Obtain company specific literature.
3 Changes in Business: Worker Diversity Employees with disabilities generally require minor (if any) modifications. Employees with disabilities rate as well as others in productivity, performance, and cost. Many employers would rather do their own training. Strategies from supported employment are useful with other employees. Supporting all kinds of employees is an investment. 85% of new workers will be members of under- represented and disenfranchised groups.
4 Marketing Define audiences and research their needs Determine message Develop tools to communicate Test tools Evaluate results
5 Business Research through Personal Connections Read local business materials Be familiar with services and products Understand local labor needs Find the decision-makers Participate in business functions Tap into your board of directors Talk to people your agency does business with Investigate referrals from families and friends Start an employer advisory committee Tour local companies Survey business about their labor force needs Offer specialized training
6 Employer Attitude Research Most important benefits of hiring people with disabilities are: DEDICATON COMMUNITY IMAGE Most employer concerns are: EXTRA TRAINING AND SUPERVISION LACK OF SKILLS WORK QUALITY
7 New Mexico BLNs Employer-to-employer networks to recruit and hire workers with disabilities. A state & national network of 51 BLNs in 32 states.
8 Employer Advisory Committee Provides information, advice on what directions to take and feedback on what and how you are doing. At the same time, by educating key members of the business community of your efforts, you also increase awareness about your services.
9 Marketing Your Services What you do to positively represent your services to others. Marketing does not create individualized jobs. It simply opens doors. A win-win scenario must follow your marketing efforts. Prioritize audiences according to those that might affect your supported employment services most.
10 Employer Benefits from Supported Employment: “Why should I hire?" A competent labor force which can minimize problems with stability, attendance, and safety. Precise matching of employee to employer specifications. Expert consultation in effective training & supervision Experience in working with nontraditional workforces to cope with labor shortages. Experience to offer continued employment to workers who experience a disability on the job, reducing the costs of replacing valued workers.
11 Marketing Tools: Business to Business Use names and logos which represent careers, business, resources, employment, and professionalism Brochures Business cards Fact Sheets Presentation kits Press releases Newsletters … and what else?
ANALYZE SAMPLE MARKETING TOOLS USED BY AN AGENCY PROMOTING SUPPORTED EMPLOYMENT. REVIEW THE MESSAGE, AUDIENCE, PORTRAYAL, AND LIKELY REACTIONS FROM THE TARGETED AUDIENCE. WHAT CHANGES WOULD YOU SUGGEST? Exercise: Marketing Audit Page 94
13 Marketing Publications
14 Public Disability Agency Logos What is the Message?
15 Marketing Publications
16 What Doesn’t Work to Change Perceptions
17 When we market people, what are we saying about them?
18 Individualized Job Development Based on each person's career plan... Step 1 Brainstorm work sites Step 2 Generate ideas about job duties Step 3 List job requirements Step 4 List employers for each category Step 5 Develop a network plan Step 6 Assign contacts Step 7 Prepare materials Step 8 Set timelines and goals
19 Networking in Job Development The job developer should meet an employer through mutual connections Develop a "marketing chain” Everyone's job Use existing networks Communicate results
20 Advantages to Networking People listen to sources they respect Existing relationships “warm up” business contacts Employees are sponsored into the culture Common business practice
21 Employers Pre-Disposed to Hiring People with Disabilities Focused on individual capabilities and effectively matched the worker with job requirements. Obtained input from people with disabilities on their job duties and accommodation needs. Focused on essential, rather than marginal functions and offered internships that led to jobs. Viewed the rehabilitation program as a partner and a support resource.
22 Three Ways for Initial Contact Social: Go where business people go. Written: Introduce the job developer to the employer (promise follow-up and then follow through). Telephone: Call is to schedule an appointment. Not recommended for initial contact unless you are broadcast marketing. Social: Go where business people go. Written: Introduce the job developer to the employer (promise follow-up and then follow through). Telephone: Call is to schedule an appointment. Not recommended for initial contact unless you are broadcast marketing.
23 Job Banks A file on each employer… Contact person information Company Details Communication details Collaborate with other local organizations that do job Development to coordinate business information and contacts: SCHOOLS, ONE-STOP CENTERS, PRIVATE PLACEMENT FIRMS, DVR, AND OTHER PROVIDERS.
24 Face-to-Face Job Development Know your purpose & stick to it Describe the person Catch interest Listen Identify your role as meeting the employer's essential needs Do not use jargon Be brief
Exercise: Page 101 Job Development Role Play A. Have an individual in mind that you wish to develop a job opportunity for. B. Role play a face-to-face interaction with a prospective employer. C. Present your information and respond to questions from the employer. D. Audience members will provide feedback on comfort level, confidence, credibility, and usefulness of the information presented.
26 Face to Face Interactions Interact with sincerity Explore mutual interests Develop one idea at a time Use examples of other employers, jobs, successes Keep it simple Don't argue Don't be too enthusiastic
27 Face to Face Interactions…More "Pointers" Relax. Gear conversation to employer's needs. Use natural body language to convey your confidence. Make direct eye contact. Humanize your presentation. Reflect employer needs. Acknowledge concerns.
28 Disclosure of Disability An employer may not ask about disability before hiring, but may ask about the applicant’s ability to perform specific job functions. With a known disability, an applicant may be asked to describe or demonstrate how specific job functions will be performed, with or without an accommodation. The Law
29 Disclosure of Disability Labels.... direct attention to a deficit Describe a disability by describing the kinds of support the person needs for success on the job. Knowing about the challenge of a disability doesn't tell you about the person and his or her career dreams and potential. LABELS
30 Business Concerns How vulnerable will this make us? What is the cost? What are the risks involved? What options do we have? How credible are you and/or your organization?
IF HE IS SUCH A GOOD WORKER, WHY ARE YOU HERE? I DON'T THINK THERE IS ANYTHING HERE SOMEONE LIKE JUANITA COULD DO. I'M CERTAIN MY INSURANCE WILL GO UP IF I HAVE SOMEONE LIKE THAT HERE. WHAT IF HE DID SOMETHING CRAZY? THAT WOULD UPSET MY CUSTOMERS. Exercise: Page 103 Responding to Objections
32 Resumes, Cover Letters & Letters of Introduction One page, and have no typographical or grammatical errors. Describe educational and vocational achievements, cite job titles and experiences and list qualifications and personal interests. Different formats for each job seeker.
33 Innovative Job Development Tools Video Resume Skills Portfolio
34 Financial Incentives Job Accommodation Network Free Consulting IRS Tax Credit 50% tax credit for expenditures establishing barrier free access from $ to $10, Tax Credit Architectural & Transportation Barriers Tax deduction on up to $15,000. Vocational Rehabilitation On-the-Job Training Shared payment of employee with disabilities’ wages WOTC 25% of wages (120 to 400 hours) and 40% over 400 hours
35 Preparing for the Hiring Interview Provide information to job seeker without being overwhelming: company name, job title and job description. Explain type of business and products or services sold. Review job listing, resume, application and cover letter. Write a simple sentence: why the person wants this job. Ask job seeker to list abilities that match the job requirements and needed accommodations. Rehearse by role-playing. Ask the person to practice saying what you want to say.