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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.

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VCU-RRTC Webcast

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  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

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