Rebranding the Minnesota Workforce Center System

GWDC– September 3, 2015

Our Current Environment

Branding Objectives• Clarify the identity of Minnesota’s workforce

system by reducing or eliminating market confusion

• Leverage outreach resources by unifying MN’s local workforce boards and the state workforce board under one common brand

• Increase awareness of services among the workforce system customers

How are we going to do this?

• Surveys• Focus groups• Develop and test brands and logos• MJSP grant funding

Survey Research• Businesses, job seekers and partners• 80% said Workforce Centers were convenient, useful,

welcoming and respectful• Perception that we only serve low skill, entry level

workers, low wage jobs • High MinnesotaWorks.net brand recognition• Workforce system logo/identity disconnect• Statewide support for brand change• Unified brand would bring increased awareness and

understanding and reduced confusion

Focus Groups: Brand PerceptionJob seekers and employers• Services help people find entry level jobs• Handout to those who are ‘less than’ and cannot do for themselves• Unemployment services• Technology is out-dated/cumbersome; limited hours for service• Eliminate the confusion of multiple logos and establish one centralized brand

Partners• Need for a centralized brand – but, fear a loss of identity• WFS is ‘old and tired’• Confusion about who does what among multiple logos

Logo Recognition / Messaging• Nearly universal recognition of the

Minnesotaworks.net logo • Logo/brand should appeal to all• Multiple logos out-dated and not connected• Consolidate logos to eliminate confusion• Regional identifier

Who should be the primary customer?

• Available and accessible to all• Driven by market conditions• Unemployed or laid-off workers (job seeker)• Support non-English speakers & immigrant

Where & how should services be delivered?

• Brick and mortar buildings• Updated technology and mobile platforms• Social media sites• Libraries• On-demand and opt-in services

How responsive is the WFS?• Embedded in past practices• Not capitalizing on new college graduates, new

immigrants and diverse populations• Suggest technological advances, mobile platforms,

extended hours, service delivery to an on-demand world (24/7)

• Better respond to employers by providing access to mid-career candidates

Name FinalistsCareerSource MinnesotaTalentWorks MinnesotaTalentSource Minnesota

Minnesota Works

Regionalization opportunities

Logo 1Represents ever-evolving and growing business industry. The ebb and flow of career pathways and opportunities and the intersection of business and job seeker.

Logo 2Two hands shaking shows an obvious and immediate connection – universal symbol for sealing the business deal.

Logo 3A subtle, abstract representation of the shaking hands.

Logo 4Concept represents building a better future for MN.

Logo 5Inspired by “connecting” businesses with job seekers. Originally two arrows pointing at each other, we moved them into an overlapping shape to create one center or source. Also represent direction and leadership.

Logo 6This logo shows the “source” – the source of a statewide network of professional. Arrows pointing toward each other also represent bringing businesses and job seekers together. Different arrow colors help represent “personalized” service.

Name and logo survey results• Survey developed by outside marketing firm• Respondents included same group of

workforce partner organizations, employers and jobseekers

• Overall preferences were generally consistent by group and by region of respondents

Name and logo survey results• Top 2 names:

-Minnesota Works and CareerSource Minnesota• Top 2 logos:

Handshake, Making a Connection

Building Blocks To a Better Future, In shape of M for Minnesota

All names can have a regional identifier

Next steps Develop a unified brand implementation and

marketing strategy

Develop tiered brand implementation options

Identify funding sources