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“Generation of the Child”

Marketing Workforce Services to Idaho Business A Strategic Initiative of the Idaho Department of Labor. “Generation of the Child”. G OVERNOR D IRK K EMPTHORNE Boise Job Service Office, July 1999. Strong support from Governor Kempthorne for Idaho Works. LMI. WIA. VETS. NFIB. ICESA.

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“Generation of the Child”

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  1. Marketing Workforce Services to Idaho BusinessA Strategic Initiativeof theIdaho Department of Labor

  2. “Generation of the Child” GOVERNORDIRKKEMPTHORNE Boise Job Service Office, July 1999

  3. Strong support from Governor Kempthorne for Idaho Works

  4. 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

  5. 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

  6. 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?

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

  8. From the Unemployment Office…to

  9. Career Centers Kickoff Boise, Idaho September 2, 1998

  10. 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.

  11. Adopting a “Business Consultant” Approach =Major Changes Philosophically and in How We Deliver Services.

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

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

  14. Remember: More unfilled job orders = More unsatisfied customers

  15. Changes Organizational GoalsOld Goals: Job Orders Job Placements Job Development

  16. 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!

  17. 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

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

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

  20. 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?

  21. 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.

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

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

  24. Continue to Improve Employer Services 1997 1998 Workforce Development Training Fund Job Listings on the Internet LMI on the Internet Unsurpressed job orders Enhanced LMI Self-filing of job orders on the Internet Improved automated job match Employer Marketing Initiative 1999 2000

  25. Job Seeker Services 1998 Self registration for work Internet job search Job matching with resume skills Self registration for continuing UI benefits Register for work by Internet Enhanced Labor Market Information Self registration for initial UI benefits Self screening for workforce programs 1999 2000

  26. 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.

  27. Thank You!

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