Position Your Employment Services in the Labor Market Define your Employment Services Describe the Feature and Benefits of your Employment Services Develop a Marketing Plan Dale Verstegen Amy Dwyre TransCen, Inc. June19, 2014

2 (both labor and employment) Know your market

3 Understand the relationship between job development and marketing your services

4 Develop an Employer Marketing Plan for your organization

5 Build Employer Relationships Strategies: Get to know employers Determine business needs Emphasize services and benefits Promote services as a source of reliable workers

6 Employment Services Marketing Plan Develop an organizational marketing plan: 1. Our organizational mission 2. Capabilities and preferences of job seekers 3. What services we are marketing 4. Our marketing audiences and their needs 5. Our marketing audiences needs being met by other employment services

7 Employment Services Marketing Plan (cont.) 6. Actions that we want our audiences to take 7. Our message to each audience 8. Communication tools available for each audience 9. Communication tools within our resources 10. Evaluation plan: how to measure success

8 Marketing Plan Components (1) 1.Organizational Mission How does your agency mission relate to your employment services? How does your agency mission relate to labor needs of local employers?

9 Marketing Plan Components (2) 2.Capabilities and Preferences of Job Seekers How do the skills, talents and abilities of our job seekers relate to the labor needs of local employers? How do the career interests and preferences of our job seekers relate to the labor needs of local employers?

10 Marketing Plan Components (3) 3.What are we Marketing? What is marketing? What is it we are selling?

11 What is Marketing? Any activity that informs a target group or individual that:  You EXIST, and  The QUALITY of your services is worthwhile

12 Market to Employers Market your agency’s employment services to employers as a source of good workers and emphasize the benefits and services that employers will receive as a result of hiring people with disabilities. However, avoid marketing errors that lead to over-dependency on Human Services.

13 Employment Services What services do you have to offer employers?  Recruiting  Placement  Job Trial/Shadowing  Internship  Assessment Site  Job Trial/Shadowing

14 Employment Services What services do you have to offer employers?  Occupational Exploration and Training  On the Job Training  New Employee Orientation and Training  Part-Time Employment  Employee Mentoring and Job Coaching  Performance Evaluations

15 Employment Services What services do you have to offer employers?  Transportation Services  Motivation and Employee Recognition  Team Building Strategies  Community Outreach  Conduct a Class Diversity/Inclusion ADA in the Workplace Accommodating Customers

16 Sell Your Services: Features to Benefits Agency Features Employment Specialist Applicant Screening Training and Consultation Applicants Benefits for Employers Single point of contact Recruitment assistance Provide follow-up Pre-screened applicants Reduced recruitment costs Customized response to HR needs Educating employers in managing a diverse workforce Expanded pool of talent and labor

17 Marketing Plan Components (4) 4. Our Marketing Audience and their Needs? Who makes up your local labor market? What types of jobs make up your local labor market? How would you segment or organize your local labor market?

18 Marketing Plan Components (5) 5.Our marketing audiences needs being met by other employment services Who else provides employment services to your target audience? What services do these other employment agencies provide? What are the pros and cons of yours versus their employment services?

19 Marketing Plan Components (6) 6.Actions that we want our audience to take Contact us to schedule an appointment? Learn more about our employment services? Schedule an informational interview? Participate in a Job Fair?

20 Marketing Plan Components (7) 7.Our message to each audience What do employers expect from us? What do they want to hear from us? What do they want to know about our employment services? Your language and terminology matters

21 Sell Your Services: Features to Benefits Agency Features Employment Specialist Applicant Screening Training and Consultation Applicants Benefits for Employers Single point of contact Recruitment assistance Provide follow-up Pre-screened applicants Reduced recruitment costs Customized response to HR needs Educating employers in managing a diverse workforce Expanded pool of talent and labor

22 Marketing Plan Components (8) 8.Communication tool for each audience Which marketing tools have been most effective? Which marketing tools would be most effective for specific target audiences? Which marketing tools would be most effective for delivering specific messages to each audience?

23 Develop Tools for Marketing Examples of Marketing Tools Brochures Business cards Fact sheets Videos Media advertisements Presentations Use of Marketing Tools Present in conjunction with face-to-face contacts Help introduce your message Reinforce message Get attention Remind What are your strategies for distributing your marketing tools?

24 Marketing Plan Components (9) 9.Communication tools within our resources Given limited financial and staff resources, which communication tools will be most effective for specific target audiences? Given our financial and staff resources, which communication tools will we revise, develop and maintain? Who will be responsible for developing and maintaining each communication tool?

25 Marketing Plan Components (1) 10. Evaluation How will we measure the effectiveness of each communication tool? Who will be responsible for measuring the effectiveness of each communication tool?

26 Employment Services Marketing Plan Develop an organizational marketing plan: 1. Our organizational mission 2. Capabilities and preferences of job seekers 3. What services we are marketing 4. Our marketing audiences and their needs 5. Our marketing audiences needs being met by other employment services

27 Employment Services Marketing Plan 6. Actions that we want our audiences to take 7. Our message to each audience 8. Communication tools available for each audience 9. Communication tools within our resources 10. Evaluation plan: how to measure success

28 Activity Complete a draft of your: Organizational Features to Benefits form Organizational Marketing Plan How Business Friendly Are You Survey

29 For more information Dale Verstegen Amy Dwyre

TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A © Employment Analytics 2013 All Rights Reserved 30 Job Development Exchange (JDX) Southeast TACE formed a JDX Advisory Committee Convened focus groups with job developers in the Southeast

TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A © Employment Analytics 2013 All Rights Reserved 31 Learn more about TACE Job Development Exchange

TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A © Employment Analytics 2013 All Rights Reserved 32 Register for Upcoming JDX Webinars June 19, 2014 How to Position Your Employment Services in the Labor Market Presentation - Part 2 How to Position Your Employment Services in the Labor Market Presentation - Part 2 July 15, 2014 The Four Steps to an Employer Relationship The Four Steps to an Employer Relationship August 7, 2014 Managing Stress and Feelings of Isolation Related to Job Development Managing Stress and Feelings of Isolation Related to Job Development

TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A © Employment Analytics 2013 All Rights Reserved 33 Thank You

TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A © Employment Analytics 2013 All Rights Reserved 34 Education Credits CRCC Credit - (1.5) By May 18th participants must score 80% or better on a online Post Test and submit an online CRCC Request Form via the MyTACE Portal. My TACE Portal: TACEsoutheast.org/myportal

TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A © Employment Analytics 2013 All Rights Reserved 35 Southeast TACE Region IV Toll-free: (866) [voice/tty] Fax: (404) Web: TACEsoutheast.org MyTACE Portal: TACEsoutheast.org/myportal

TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A © Employment Analytics 2013 All Rights Reserved 36 Disclaimer This presentation was developed by the TACE Center: Region IV ©2014 with funds from the U.S. Department of Education, Rehabilitation Services Administration (RSA) under the priority of Technical Assistance and Continuing Education Projects (TACE) – Grant #H264A However, the contents of this presentation do not necessarily represent the policy of the RSA and you should not assume endorsement by the Federal Government [34 CFR (b)].