Transcript Department of Labor: On the Job Training

UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Promoting OJT to Employers
Greg Newton
Greg Newton Associates
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Learning Objectives
At the end of this module, you will be able to:
• Expand and enhance your OJT promotion tactics
• Customize your marketing materials
• Make effective promotional visits with employers
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Promoting OJT to Employers
Options:
Contact current / past employer customers regularly
Seek referrals from current / past employer
customers to other employers
Analyze your job seeker pool to identify which
employers and industries to contact
Generate interest through mass-mailings
to employers
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Promoting OJT to Employers
Additional Options:
Seek publicity in trade association newsletters
Promote OJT specifically on your website
Contact employers who posted jobs either with
you or with other job sites
Work with chambers of commerce and trade
associations
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Timing of OJT Promotion
Are you making the right offer to the right person
at the right time?
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Frequency of offer?
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Just in time?
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Ask again and again; once is not enough
Improve the odds of being there at the right time
Work job postings quickly
Standardized email blast
Going with seasonal demand?
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Industry hiring patterns (peaks and valleys)
Targeted promotions
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
OJT Promotional Materials for Each Phase
1. Inquiry generation
• Broadcast E-blasts
• Descriptive OJT brochure
• Presentation PPT
2. First visit take-alongs
• Fact sheets
• Talent portfolios and profiles
3. Post-visit conversion
• Presentation folder for referrals
• Contracts and forms
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Promotion: Tips and Tactics
What Works:
Focus on the customer, not you
Design to permit easy customization
Stress OJT, not everything you do
Provide the OJT parameters, but not all of the rules
Avoid too much description of OJT funding
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Promotion: Tips and Tactics
What Works:
Describe your talent pool
Make your copy easy to scan
Use satisfied customer quotes
Put a name before the phone number
Provide opportunity to respond by e-mail or web
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Visiting Employers to Promote OJT
Pre-Meeting Homework:
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Review customer records
Review employer’s website
Google the employer
Compare competitors’ websites
Look at trade association websites
Ask everyone
Study customized labor market information
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Before Meeting the Employer
Decide:
• What questions to ask
• What to wear
• How to customize
marketing materials
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Take Customized Marketing Materials
Include:
Sectoral workforce intelligence and Labor Market Information (LMI)
Description of the quantity, skills, work experience of your talent
pool, with prototype customer snapshots
Testimonials, references, list of employer customers
Examples of jobs filled with OJT (quantity tied to talent pool)
Step-by-step process of what the employer can expect with OJT
Case studies: success stories of solutions and results
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Opening Your Meeting
What Makes a Difference:
• Be polite and show your best
business etiquette
• Focus on potential customer
• Ask about time
• Start quickly
• Use “You and I” language, not
“We” language
• Describe how you help, not
where you work
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Perception of Value
Two “Musts:”
• Build rapport
• Establish credibility
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Establish Credibility
References
Previous experience
Incidence of repeat business
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Establish Credibility
Knowledge of company
Interest in company
Quality and speed of follow-up
Appearance and presentation
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
During Your Meeting
Make Sure You:
• Ask smart questions and follow-ups
• Have a genuine conversation
• Listen—and look like you are
listening (ask to take notes)
• Share relevant data and
cite examples
• Talk solutions, not programs
• Customize solutions
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Promote Service Solutions
People (not programs)
• People trust a person; not a program
Customized and packaged solution
• Not a service menu
Benefits (not features)
• When you list a job with me, here’s what I do for you
Candidate first
• Then the reimbursement
You and your promises (not the program in general)
• What you promise is important
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Ending Your Meeting
Important Steps:
• Summarize and compliment
• Ensure a reason to follow-up
• Make a promise you can fulfill
• Leave a tangible reminder
• Give genuine thanks
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Immediately After Your Meeting
Move to Action:
• Record what you learned
• Follow up immediately
• Send employer information on
specific OJT candidates
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
Learn More
• Check out: On-the-Job Training Resource Guide
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OJT FAQs - Answering Employer Questions and Concerns
Turning No into Yes: Preparing Staff for Conversations with Potential Employers
Template
Earn as They Learn – Get Paid to Train Employees
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UNITED STATES DEPARTMENT OF LABOR
EMPLOYMENT AND TRAINING ADMINISTRATION
On-the-Job Training Technical Assistance
What Did I Learn?
• Have multiple methods of outreach to employers
• Get the right message to the right employer at
the right time
• Create effective promotional materials for all
phases of the marketing process
• Make sure you prepare for employer visits – and
follow up immediately
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