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1. Marketing Workforce Services to BusinessA Strategic Initiativeof theIdaho Department of LaborDwight JohnsonPublic Affairs Manager

2. LMI WIA VETS NFIB ICESA JTPA AFL-CIO ES FUTA USDOL JSEC AJB ETA COG S E S A EMPLOYERS UI A T B __________________ One-Stop PIC ITSC WIB STW NEC PELEX

3. EMPLOYERS ARE CRITICAL CUSTOMERS! “Employers are the customers who pay for all of the services we provide. Without employers there would be no unemployment benefits and no job openings for job seekers. Recognizing the employer’s importance, we must all work at continually improving our services to this critical customer.” - Roger B. Madsen Director, Idaho Department of Labor

4. Market Position: How are we perceived in the minds of our business customers?Marketing Statement:How do we wish to be perceived by our business customers?

6. Current “Perceived” Market Position: • A government agency for job seekers • Job placement for unqualified job seekers that have problems • “Free Service” = “Not Valuable”

7. From the Unemployment Office…to

8. New Marketing StatementWe are a business consulting organization with a dual mission: • We assist business in solving employment and training related problems; and • We help people with career transitions.

9. Changes the Direction We Face • Shifts focus from placing job seekers in a job toward recruiting the best workers for business.

10. Foundation Belief: • The best way to help job seekers and hard to serve customers find jobs is to make employers satisfied customers.

11. New Goals: • Meet the employment and training needs of our business customers. • Build long-term relationships between business and our professional staff. • The best marketing tool is a satisfied customer!

12. Internal Marketing • Staff Concerns: • No Plan (What? Who? How?) • Insufficient Training • Unfamiliar with other programs • Not trained to deal with employers • Poor Tools (Obsolete or old printed materials) • Limited time

13. Implementation Plan • Develop Marketing Tools • Provide Staff Training • Improve Employer Services • Test in Pilot Offices • Go Statewide

14. Develop Marketing Tools • Creating Value for Services • Employer Targeting • Brochures, pamphlets with Business Language

15. Tools that Define and Communicate Value • Our services are NOT FREE. • They cost a lot! • Make value tangible: • What would it cost to purchase? • What are the opportunity costs? • How much did you pay in taxes?

16. Tools that Help Strategically Target Our Services to Business • Redesign of ES Automated System. • Employer Portfolio: • Who we want to work with; • Who are a good match with our services and labor pool.

17. Tools that Have Business Focus • Organize services in 4 or 5 categories. • Use Business language not government terminology. • Screened by business focus groups.

18. Staff Training • Business Marketing Approach for All Staff • Intense Sales Training for Key “Sales Staff” • Institutionalized/On-going • New employee orientation • Program Cross Training

19. Final Thoughts • The Best Marketing Effort is a Satisfied Customer. • Continually work to improve our products and services for employers • Use events and regular contacts to send the message. • Build relationships.

20. Thank You!