Using Data to Optimize Business Engagement Strategy

Using Data to Optimize Business Engagement Strategy

Brad Turner-Little

Goodwill Industries International

October 21, 2014

Core Mission Strategy

Skills Attainment

Business Engagement

Skills Attainment

Credentialing via:• High school• Goodwill• Community college• University• Apprenticeship• Alternative delivery methods

Quantitative Data

Qualitative Data

Optimized Business

Engagement

Optimized Business Engagement

Quantitative Data• Labor market data• Proactive economic trend navigation• Sector analysis

Qualitative Data• B2B Relationships• Enterprise-wide value proposition• Systems

LMI Reports for Goodwill Members

Description 2009 Jobs 2014 Jobs Change % Change% of All

Regional Jobs

2013 Average Earnings

Elementary and Secondary Schools (Local Government)

30,099 30,934 836 3% 6% $45,927

Local Government, Excluding Education and Hospitals

28,016 28,847 830 3% 6% $55,386

Crop Production 21,809 22,773 964 4% 4% $24,861

Colleges, Universities, and Professional Schools (State Government)

19,513 19,229 -284 -1% 4% $44,811

Full-Service Restaurants 12,732 13,049 317 2% 3% $19,184

Limited-Service Restaurants 12,098 13,327 1,229 10% 2% $14,528

General Medical and Surgical Hospitals (Private)

11,316 11,186 -130 -1% 2% $70,659

Spokane – Largest Industries

Las Vegas – Fastest Growing Industries


Regional Jobs

2013 Average Earnings

Full-Service Restaurants 37,411 43,826 6,415 17% 4% $27,482

Limited-Service Restaurants 22,787 27,756 4,969 22% 3% $17,501

Corporate, Subsidiary, and Regional Managing Offices 13,435 16,076 2,640 20% 2% $127,320

Hotels (except Casino Hotels) and Motels 10,675 13,161 2,487 23% 1% $40,454

Janitorial Services 6,306 8,776 2,469 39% 1% $21,509

Temporary Help Services 9,411 11,788 2,377 25% 1% $25,144

Federal Government, Military 13,463 15,697 2,234 17% 2% $47,790

Casino Hotels 152,464 154,539 2,076 1% 18% $43,653

Drinking Places (Alcoholic Beverages) 6,311 8,373 2,062 33% 1% $31,313

Telemarketing Bureaus and Other Contact Centers 3,262 4,984 1,722 53% 0% $35,534

Home Health Care Services 3,429 5,088 1,659 48% 0% $48,000

Las Vegas – Fastest Growing Industries

St. Louis - Top 20 Largest Occupations requiring no more than high school diploma or equivalent


Regional Jobs

2011 Median Hourly

Earnings

Retail Salespersons 60,985 62,963 1,977 3% 3% $12.32

Cashiers 59,721 60,608 887 1% 3% $9.68

Combined Food Preparation and Serving Workers, Including Fast Food

56,821 60,146 3,326 6% 3% $8.74

Office Clerks, General 56,733 59,978 3,245 6% 3% $14.22

Waiters and Waitresses 39,170 39,949 780 2% 2% $9.57

Janitors and Cleaners, Except Maids and Housekeeping Cleaners

37,888 39,130 1,242 3% 2% $11.22

Secretaries and Administrative Assistants, Except Legal, Medical, and Executive

37,060 37,390 330 1% 2% $14.24

Military occupations 36,962 31,919 -5,043 -14% 2% $15.14

Customer Service Representatives 33,651 35,042 1,391 4% 2% $15.01

Heavy and Tractor-Trailer Truck Drivers 29,737 30,852 1,114 4% 1% $18.03

St. Louis - Top 20 Largest Occupations requiring no more than high school diploma or equivalent

Detroit - Top 20 Fastest Growing Occupations requiring no more than Associate's degree

Core Mission Strategy

Skills Attainment

Business Engagement

Uses of Labor Market Information

Strategic Planning

Grant Proposals

Program Planning

Job Placement

Examples

• Columbus GA – define partnerships, sector emphasis, retail growth

Strategic Planning

• Charlotte NC – identify emphasis for training while entering new territory

Program Planning

• Ready to Work Grants (H1B) – approach businesses in targeted industries

Grant Proposal

• Career Pathway – use the data to paint a longer tail for participants

Job Placement

Business Engagement

Quantitative Data• Labor market data• Proactive economic trend navigation• Sector analysis

Qualitative Data• B2B Relationships• Enterprise-wide value proposition• Systems

Maximizing the Mission

• 2007-2008-2009 – Period of recession– Many Goodwills, and other workforce development

agencies, experienced decreases in placement

• However - several Goodwills showed placement increases during this timeframe

• We wanted to know: – What were they doing differently to contribute to

growth?– Is it replicable?

Maximizing the Mission

2010 survey of 23 Goodwills that saw double digit percent growth in placement and hard numbers

over the previous three year period

What did we find? Two key factors:• Strategic capacity development

• Social enterprise expansion and community resources

• Intentional business engagement• Collaborator and solution approach

Business Engagement

Survey findings pointed to three key strategies: • Deepen knowledge of business needs in local

areas• Focus staff responsibilities on business

relationship development • Go where businesses congregate

Deepen Local Business Knowledge

Each industry sector has its own jargon, skill standards, expectations and needs.• External data analysis

– Community needs assessment– Labor market information analysis

• Economic development information– Business permit filings– First source/local hiring ordinances– Local business journals

• Placement data analysis– Repeat placements at specific employers – titles, skills, churn

Focus Staff Responsibilities

Realignment of staff responsibilities with a greater focus by employment services staff on employer need.• Position impact

– Job descriptions modified to include sales skills– Shift from generalists to specialists with specific skills sets

• Sharpening staff competency– Business/sales background– Training – sales skills focused

• Approach impact– Establish and reinforce business message– Shared leads/relationships– Brand representatives

Be Present to Business

To be recognized as a business solution, businesses must be engaged in ways that are meaningful to them.• Go where business congregates

– After-hours events, networking groups• Staff (not just senior leaders) need to engage

businesses on their turf– Chambers of Commerce, business associations

• Create opportunities for business to congregate

Quantitative Data

Qualitative Data

Optimized Business

Engagement

THANK YOU!

Brad Turner-Little

Goodwill Industries International

[email protected]

mailto:[email protected]

Using Data to Optimize Business Engagement Strategy

Documents

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