crafting an employer engagement strategy€¦ · employers will probably check out your...
TRANSCRIPT
Crafting an Employer Engagement Strategy
Amy Landesman
May 2017
“Nice to Meet You!”
➢ let’s hear from those doing it well
Peer Panel
➢Amy Landesman, Coffey Facilitator
➢Angela Marshall, Greater Urban League of Atlanta
➢Jessica Hurley, AMI Kids in Tampa
Yes, it is critical for achieving performance expectations, but also……..
We should not rely only on participants securing their own employment
We should not rely only on job postings
Efficiency
Why is Employer Engagement Critical?
Start early – the end of the contract creeps up on you
Benefits other programs in your agency
Sustainability – we will need this for future endeavors
Career ladders and pathways
Long-term success for participants
Why is Employer Engagement Critical?
Employer engagement – developing long-term partnerships with employers with mutual benefits. This incudes filling open positions, but also…..
The goal is to become the “Go To” for the employer!!
Job Development vs. Employer Engagement
HR functions Space Labor market
information
Referrals Advisory
activities Curriculum input
Mock interviews
Key Components to Craft an Employer Engagement
Strategy
Labor Market Information and Prospecting
Marketing and Outreach Materials
Mapping Your Message
Tracking and Goal Setting
Key Components to Craft an Employer Engagement Strategy
Labor Market Information and
Prospecting
Labor Market Information (LMI) to be researched in advance:
What is the region doing now to find employers?
What are major industries in the area?
What are job titles within these industries?
Entry-level
Mid-level
Upper-level
Who are the key employers in your area in the
industry?
Labor Market Information and Prospecting
Who are the larger employers that may need partners (within the agency or external) to help fulfill job orders?
Who are the smaller employers that may not know about organizations such as yours?
Who are the key employer intermediaries? Business Improvement Districts Industrial Development Corporations Chambers of Commerce Trade Associations
What are the geographic areas with high concentration of employers for canvassing?
Labor Market Information and Prospecting
What do you want to know about an employer before contacting them?
What is the culture of this company?
What are the firm’s hiring practices?
What companies do the employer compete with?
Where will the employer be in five years? Growing? Downsizing? Stable?
Labor Market Information and Prospecting
How do you use all of this information?
To develop a prospecting plan
To engage employers!!!
Labor Market Information and Prospecting
Marketing and Outreach Materials
Engaging and aspirational
Results driven - #, %, $
Defines the problem and offers a solution
Shows value and benefits
WIIFM
“Sell the sizzle, not the steak”
Creating Compelling Marketing Materials
Mapping Your Message
(It’s about developing your pitch!)
What can we offer employers?
Articulate your services
Focus on services such as recruitment, pre-screening, training, HR functions, space, etc.
Quantify as much as you can
Money & time saved speak to employers
Before the Pitch – Know Your Value
Employers will probably check out your organization on the Web before doing business . . .
Would YOU hire from your organization based on its website?
Consider a website just for placement services, especially one ending in “.com” rather than “.org”
Does your organization have accounts on Facebook, Twitter, and LinkedIn for the job development unit?
Organization’s Web Presence
A sales portfolio (or sales kit) is a basic marketing tool that will help you appear more professional. Depending on your needs, it can include:
Presentation packaging, professionally designed, and printed
Sales letter outlining key benefits you can offer
Informational brochure about your job placement services
Client testimonials
Your Sales Portfolio
News stories about your organization’s job placements
Info about awards and certifications received
Lists of previous employer clients with which you’ve worked
Case studies highlighting how you’ve helped specific employers
Comparison sheets (see below)
Relevant industry information
Your Sales Portfolio
Why Us Instead of a Job Board?
✓
Us
No Cost to Employers✓ $$ to $$$ per ad~Cost
Manageable✓ Overwhelming~# of Applications
~Pre-Screening Resumes
Yes✓Actual Knowledge of Candidates
One Call to Us✓ Your Responsibility~Arranging Interviews
Yes✓ No~Pre-Employment Training & Screening
Yes✓ No~Personal Account Manager to Meet Your Needs ASAP
Yes✓ No~Post-Hire Follow-Up to Ensure a Good Match
Yes✓ No~Knows this Community
No~
Your Responsibility
Job Board
Done for You
Map Your Message
Core MessageWhat is the single most important thing
employers should know about you?
Key Benefit 1 Key Benefit 2 Key Benefit 3
Supporting
Sentence 1
Use stories,
specifics,
examples
Supporting
Sentence 2
Supporting
Sentence 1
Supporting
Sentence 2
Supporting
Sentence 1
Supporting
Sentence 2
Map Your Message
We lower the cost of hiring
through our specialized
placement service
Speed & Accuracy Local Save $$
Have roster
of candidates
ready to
interview
Tough
screening
process to
find good
matches
Been working
with
employers in
the
community
since 1985
Filled
positions at
over 100 local
businesses
Cut
companies’
recruit-to-hire
time by 50%
on average
In 2016, saved
our employer
partners over
$30k in
recruiting costs
Goal Setting and Tracking
Set regular monthly goals – either for individual staff or for the team
Display the goals and progress for staff to see
Visual displays or dashboards
Consider incentives – financial or non-financial
Goal Setting
Set aside time for prospecting, employer engagement, and offsite meetings/events
Schedule regular time for tracking analysis
Create a triage plan (see next slide)
Develop and train your staff to talk to employers –this takes practice!
Goal Setting
What should we be tracking?
Basic contact information
Jobs placed and when
Outreach log with results
Next steps
Tracking Employers
What should we be tracking?
Preferred way to contact
Hard skills preferences
Soft skills preferences
Personal preferences
Tracking Employers
Putting It All Together
planning our strategy
