1 / 55

VCU-RRTC Webcast

VCU-RRTC Webcast. Marketing and Job Development: The Business Side of the Process By Karen Flippo. Marketing. Exchange of goods or services; a mutually profitable relationship Worker meets employer need for information, and/or production and quality. Marketing.

carson-battle
Download Presentation

VCU-RRTC Webcast

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. VCU-RRTC Webcast

  2. Marketing and Job Development: The Business Side of the ProcessBy Karen Flippo

  3. Marketing • Exchange of goods or services; a mutually profitable relationship • Worker meets employer need for information, and/or production and quality

  4. Marketing • Employment decision isa business not a personal decision • A delicate balance of acquiring knowledge about the job seeker and the local business community

  5. Marketing Plan • Driven from the outcomes of the person-centered planning process • Targets businesses/jobs in the community

  6. Marketing Plan • Includes timelines • Promotion ideas

  7. Marketing Plan • Marketing a priority - a line item in the budget and be included in the strategic plan

  8. Marketing • Closing the deal

  9. The Deal • Reviewing and understanding job requirements • Interviews, observations • Learning employer need

  10. The Deal • Matching benefits of individual and service to need • Convincing employer that cost of recruiting and hiring (and perceived risk) is LESS than overall benefit

  11. The Deal • Being seen as a credible resource for recruitment and retention • Every approach is different and tailored to the individual business

  12. The Deal • Each visit requires a set of probing questions to solicit information

  13. The Deal • What are your personnel needs? • How do you foresee your business in the next five years?

  14. The Deal • What are the qualities that you most admire in your employees? • What are your “personnel pet peeves”?

  15. The Deal • What is the frequency of changes in tasks/job descriptions? • How do you train your employees?

  16. Costs toEmployers • Job Accommodation Network reports: (1992-1999 ongoing evaluation) • Cost of accommodation • No cost: 20%

  17. Costs toEmployers • Between $1-$500: 51% • Between $1,001 and $1,500: 3% • Between $1,501 and $2,000: 3% • Between $2,001 and $5,000: 8% • Greater than $5,000: 4%

  18. Marketing to Employers • Association for Persons in Supported Employment and North Carolina Marketing Initiative Project found...through 10,000 field queries (20% of NC businesses) and 30 focus group events that:

  19. Marketing toEmployers • Business wanted their employees to: • Be dependable • Possess communication skills • Be honest • Willingness to learn

  20. Marketing toEmployers • In the same study: • 47% HR execs noted that they HAD NOT BEEN ASKED to hire a person with a disability • 19% believed their work was too dangerous to hire someone with a disability

  21. Marketing toEmployers • 11% said they did not understand what is involved • AND, NO ONE SAID they did not need the trouble or increased effort

  22. Resource onAccommodation • Local vendors for assistive technology • Resource for ergonomic assessment • Expertise in job carving

  23. BusinessRelationships • Want ads are short term fixes to finding jobs; marketing yields relationships

  24. DevelopingBusiness Relationships • Understand current marketplace • Scan market for potential contacts

  25. DevelopingBusiness Relationships • Learn what you can about business • Conduct informational interviews (all levels)

  26. Developing BusinessRelationships • Identify need and trends in resources and production • Communicate features/benefits to meet needs

  27. OrganizationalReputation • What do you want people to say about you, your service and organization? • Now, make it happen!

  28. Goal andObjective • Successful job match • Long term relationship with business • Establish business credibility in the community

  29. Today’s Situation • Many employment specialists do not have experience outside of disability/ rehabilitation

  30. Today’s Situation • Some individuals are not comfortable working in a “business” sector • Marketing is a skill to be learned and practiced

  31. MarketingDilemmas • Current unemployment rates of individuals with disabilities remains alarmingly high --close to 70% • ADA is threatened in court system

  32. MarketingDilemmas • Most businesses remain uninformed about the potential of individuals with disabilities, job carving, accommodation, and employment services organizations

  33. Available Options • Establish presence in the community as a resource for employment • Build trust and credibility through your service

  34. Available Options • Build “accounts” with each business • Service accounts regularly - the current climate of business necessitates rapid change

  35. Available Options • Pay attention to lists of best companies to work for - Forbes and Working Women Magazine have annual lists-make contacts

  36. Tips • Set aside time each day for marketing-visits or calling • Build databases of information about employers and keep data updated

  37. Tips • Identify key contacts in each place of business • First, get commitment from the top leader

  38. MarketingTechniques • The time to establish relationships is BEFORE a job is needed • Personnel change frequently; establish contacts with more than one person

  39. MarketingTechniques • Build a portfolio of successes • Seek letters of references • Ask satisfied employers to make referrals for you

  40. Marketing -Additional Strategies • Match your business personality to that of the business • Take a sales class

  41. Marketing -AdditionalStrategies • Know successes, problems, recruitment strategies, plans for growth • Establish Business Advisory Councils to provide expert advice

  42. Marketing -Additional Strategies • Join business groups; Chamber of Commerce and Society for Human Resource Management

  43. MarketingResearch • Read the business section of the newspaper daily • Look for new contracts awarded, business plan/office expansion/bankruptcies

  44. MarketingResearch • New personnel appointed or promoted-helps with making first call • Pay attention to business trends • Evaluate every visit; what was learned; how can it be improved

  45. What Can You Give? • Responsive services • Individual matched to position • No fee to employer

  46. What CanYou Give? • Job carving to match unique need • Dependability and credibility

  47. Objections • Anticipate them • Have your data ready • If you don’t get them, worry!

  48. Objections • Respond proactively • Feel, felt, found

  49. The Individualin the MarketingProcess • Balance the scale of knowledge - the job seeker and the employer • The more you know about each, the better able you will be to complete the job match

  50. The Individualin the MarketingProcess • Carving and customization will be easier if the relationships are strong with both parties

More Related