Transcript Shaping the Future & Controlling the Cost, An Agency Perspective

Marketing Workforce
Services to
Idaho Business
A Strategic Initiative
of the
Idaho Department of Labor
“Generation of the Child”
GOVERNOR DIRK KEMPTHORNE
Boise Job Service Office, July 1999
Strong support from
Governor Kempthorne
for Idaho Works
WIA
JTPA
ES
FUTA
S
E
S
A
VETS
NFIB
AJ
B
AFL-CIO
USDOL
COG
ETA
JSEC
EMPLOYERS
__________________
ITSC
OneStop
STW
WIB
ICESA
LMI
PELEX
UI
PIC
NEC
A
T
B
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
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?
Current “Perceived”
Market Position:
A
government agency for job
seekers
 Job
placement for unqualified
job seekers that have problems
 “Free
Service” = “Not Valuable”
From the
Unemployment
Office…to
Career Centers Kickoff
Boise, Idaho
September 2, 1998
New Marketing Statement
We 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.
Adopting a “Business
Consultant” Approach
=
Major Changes
Philosophically and in How
We Deliver Services.
Changes the Direction We Face

Shifts focus from placing job
seekers in a job toward recruiting
the best workers for business.
Foundation Belief:
 The
best way to help job
seekers and hard to serve
customers find jobs is to make
employers satisfied
customers.
 Remember:
More unfilled job orders =
More unsatisfied customers
Changes Organizational Goals
Old Goals:
Job Orders
Job Placements
Job Development
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!
Internal Marketing
 Staff
 No
Concerns:
Plan (What? Who? How?)
 Insufficient
Training
 Unfamiliar
 Not
with other programs
trained to deal with employers
 Poor
Tools (Obsolete or old printed
materials)
 Limited
time
Implementation Plan
 Develop
Marketing Tools
 Provide
Staff Training
 Improve
Employer Services
 Test
 Go
in Pilot Offices
Statewide
Develop Marketing Tools
 Creating
Value for Services
 Employer
Targeting
 Brochures,
pamphlets with
Business Language
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?
Tools that Help Strategically
Target Our Services to Business
 Redesign
of ES Automated
System.
 Employer
 Who
 Who
Portfolio:
we want to work with;
are a good match with our
services and labor pool.
Tools that Have
Business Focus
 Organize
services in 4 or 5
categories.
 Use
Business language not
government terminology.
 Screened
groups.
by business focus
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
Continue to Improve
Employer Services
1997  Workforce Development Training Fund
Job Listings on the Internet
1998
 LMI on the Internet
 Unsurpressed job orders
1999  Enhanced LMI
 Self-filing of job orders on the Internet
2000  Improved automated job match
 Employer Marketing Initiative

Job Seeker Services
Self registration for work
 Internet job search
1998  Job matching with resume skills
 Self registration for continuing UI benefits
 Register for work by Internet
1999
 Enhanced Labor Market Information
 Self registration for initial UI benefits
2000
 Self screening for workforce programs

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.
Thank You!