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Position Your Employment Services in the Labor Market
Define your Employment ServicesDescribe the Feature and Benefits of your
Employment ServicesDevelop a Marketing Plan
Dale VerstegenAmy Dwyre
TransCen, Inc.
June19, 2014
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(both labor and employment)
Know your market
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Understand the relationship between job development
and marketing your services
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Develop an Employer MarketingPlan for your organization
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Build Employer Relationships
Strategies:
• Get to know employers
• Determine business needs
• Emphasize services and benefits
• Promote services as a source of reliable workers
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Employment Services Marketing Plan
Develop an organizational marketing plan:1.Our organizational mission2.Capabilities and preferences of job seekers3.What services we are marketing4.Our marketing audiences and their needs5.Our marketing audiences needs being met by
other employment services
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Employment Services Marketing Plan (cont.)
6. Actions that we want our audiences to take7. Our message to each audience8. Communication tools available for each audience9. Communication tools within our resources10.Evaluation plan: how to measure success
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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?
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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?
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Marketing Plan Components (3)
3. What are we Marketing?
• What is marketing?
• What is it we are selling?
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What is Marketing?
• Any activity that informs a target group or individual that: You EXIST, and The QUALITY of your
services is worthwhile
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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.
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Employment Services
• What services do you have to offer employers? Recruiting Placement Job Trial/Shadowing Internship Assessment Site Job Trial/Shadowing
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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
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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
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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
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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?
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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?
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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?
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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
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Sell Your Services: Features to BenefitsAgency Features
• Employment Specialist
• Applicant Screening
• Training and Consultation
• Applicants
Benefits for EmployersSingle point of contactRecruitment assistance Provide follow-up
Pre-screened applicantsReduced recruitment costs
Customized response to HR needsEducating employers in managing
a diverse workforce
Expanded pool of talent and labor
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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?
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Develop Tools for MarketingExamples 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 distributingWhat are your strategies for distributingyour marketing tools?your marketing tools?
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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?
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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?
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Employment Services Marketing Plan
Develop an organizational marketing plan:1. Our organizational mission2. Capabilities and preferences of job seekers3. What services we are marketing4. Our marketing audiences and their needs5. Our marketing audiences needs being met by
other employment services
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Employment Services Marketing Plan
6. Actions that we want our audiences to take7. Our message to each audience8. Communication tools available for each audience9. Communication tools within our resources10.Evaluation plan: how to measure success
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Activity
Complete a draft of your:
•Organizational Features to
Benefits form
•Organizational Marketing Plan
•How Business Friendly Are You Survey
TACE Center: Region IV, a project of the Burton Blatt Institute.Funded by RSA Grant # H264A080021. © Employment Analytics 2013 All Rights Reserved
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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 # H264A080021. © Employment Analytics 2013 All Rights Reserved
31
Learn more about TACE Job Development Exchange
www.tacesoutheast.org/network/jdx/
TACE Center: Region IV, a project of the Burton Blatt Institute.Funded by RSA Grant # H264A080021. © Employment Analytics 2013 All Rights Reserved
32
Register for Upcoming JDX Webinars
June 19, 2014How to Position Your Employment Services in the Labor Market Presentation - Part 2
July 15, 2014The Four Steps to an Employer Relationship
August 7, 2014Managing Stress and Feelings of Isolation Related to Job Development
TACE Center: Region IV, a project of the Burton Blatt Institute.Funded by RSA Grant # H264A080021. © Employment Analytics 2013 All Rights Reserved
33
Thank You
TACE Center: Region IV, a project of the Burton Blatt Institute.Funded by RSA Grant # H264A080021. © Employment Analytics 2013 All Rights Reserved
34
Education CreditsCRCC 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 # H264A080021. © Employment Analytics 2013 All Rights Reserved
35
Southeast TACE Region IVToll-free: (866) 518-7750 [voice/tty]
Fax: (404) 541-9002
Web: TACEsoutheast.org
MyTACE Portal: TACEsoutheast.org/myportal
Email: [email protected]
TACE Center: Region IV, a project of the Burton Blatt Institute.Funded by RSA Grant # H264A080021. © Employment Analytics 2013 All Rights Reserved
36
DisclaimerThis presentation was developed by the TACE Center: Region IV ©2014with funds from the U.S. Department of Education, Rehabilitation Services Administration (RSA) under the priority of Technical Assistance and Continuing Education Projects (TACE) – Grant #H264A080021. 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 75.620 (b)].
