2015 National Parking Association Convention & Exposition Hire Smart in Today’s Market Presented by: Colleen M. Niese Marlyn Group, LLC September 4 th, 2015

In 2014, 36% of the workforce were Millennials Today’s Talent Market Millennials, Social Media & The Parking Industry By 2020, it will be 46% CS’s access up to 18 different resources when searching 90% of today’s CS in the Parking Industry would be “highly likely” to consider a new opportunity 51% are actively searching; 30% come from Private Operators Mobile Device searches increased 110% from 2013 to ‘14 Google “punishes” ER sites that aren’t mobile- friendly

Good News/Bad News Strong indicators that key talent interested in making a move. Employees within your own company could be part of the 51% currently on a search.

Shift From Recruitment To Talent Acquisition Passive Tech Skills Telling Transactional Active Behavior Selling Strategic

Source – Interview - Evaluate Career Seekers use between different resources to search Average hiring time for a strong candidate has increased to 8-12 weeks Shift in where Career Seekers are looking

Data Matters! Applicant Tracking System (ATS) Stats Hire By Source Applicant to Hire Ratio Interview to Hire Ratio Employee Referral to Hire Ratio Employee Referral – Still Remains a “Best Kept Secret” Other Relevant Data Points Company Website Stats Social Media Sites Hits and Feedback Glassdoor Feedback and Scoring Google Analytics – (e.g., click & drop off rates)

Company Website

Are you selling or telling? Clicks Matter!  From the home page to the actual application is three;  From home page to career page is one;  From career page log in to application is two; and  To complete the application is four. Do your hourly and salaried applicants follow the same process?

Private Operator Career Page Review All Sites: Had one process for both hourly and salaried applicants; Well beyond the number of recommended clicks; Required the applicant to create a user id and password. Few Sites Were Mobile Friendly 15 National and Regional Sites Reviewed

One Operator Experience 1. User password had to be alpha/numeric w/ a symbol 2. To create User ID had to include Emergency Contact Info, Education, Previous Positions. 3. Countless Clicks Later…

Social Media & Operators 15 National and Regional Sites Reviewed All had links to FB & LI3 Had a Careers Tab on FBAll 3 Linked to the ER’s Career Page7 Were updated within the last weekOnly 1 had a Reviews Tab on FB

So What? 94% of ER’s are searching Candidates on LI 36% of Candidates are searching opportunities on LI Parking Career Seeker Survey – 54% LI 83% of Candidates are searching opportunities on FB 65% of ER’s are searching Candidates on FB Parking Career Seeker Survey – 24% FB

Source – Interview - Evaluate “Operations Managers were once looked upon as primarily the caretaker of the facility – making sure the equipment worked and the cashier booths staffed. And while revenue control remains a primary responsibility, we look for parking professionals who can also serve as business partners. We now assume they have the skills to maintain a location and require the critical thinking needed to bring financial results and intrinsic value to our properties.” -Laura Longsworth, VP, Operations, Brookfield, Chairperson, Women In Parking (February, 2014)

“If you don’t know who you’re looking for, anyone will do.” Technical SkillsBehavioral Attributes Finance and AccountingHolistic Leader TechnologyCustomer Service Operational ExpertiseConflict Resolution New Biz DevelopmentCritical Thinking Client & Customer AcquisitionEffective Communicator Data AnalyticsTeam Player People HiringCultural Fit

Halo v Horn Affect – “The First 10 Seconds” Trap Tie each question to either a technical skill or behavioral attribute Balance What and How Questions Don’t tell me, show me! Ask candidates to bring in work samplings The interview reflects your Employer Branding and Corporate Culture Does the process and the questions reflect the above? Questions to Avoid Where do you see yourself in 5 years? Your greatest weakness? Your greatest strength? Theory based questions Questions that “test” integrity or honesty The Interview

Source – Interview - Evaluate Hiring Manager Evaluation Matrix Reference Checks The Candidate Behavioral Assessment Work Product

Behavioral Profile Assessment DOMINANCE "POWER" INFLUENCE "PEOPLE" COMPLIANCE "POLICY" STEADINESS "PACE" TELLSELL LISTEN WRITE

“Goodness of Fit” D I S C Ideal Job ProfileJoe Candidate’s Profile D I S C Indicators May struggle being led Good with unpredictability Likes policy & procedure Easy to persuade others

Candidate Evaluation Tool

In 2014, 36% of the workforce were Millennials Today’s Talent Market Millennials, Social Media & The Parking Industry By 2020, it will be 46% CS’s access up to 18 different resources when searching 90% of today’s CS in the Parking Industry would be “highly likely” to consider a new opportunity 51% are actively searching; 30% come from Private Operators Mobile Device searches increased 110% from 2013 to ‘14 Google “punishes” ER sites that aren’t mobile- friendly