Employer Outreach and Marketing Large

Employer Outreach and Marketing

July 16, 2018

How can you help businesses in your area find out about the resources available at an Illinois workNet Center?

Effective outreach requires a good understanding of employer needs, the benefits you offer, and the resources available in your community. The steps below walk you through creating a plan, building partnerships, and targeting employers. Use the Outreach Tools and Resources to help you through each step.

If you are able to effectively and efficiently provide local business owners tools for hiring new employees, those businesses will be able to help you with your outreach and marketing efforts.

Take a look at each step below.

1.Create a Plan

A good outreach plan should:

  • Maximize your strengths
  • Minimize your weaknesses
  • Take advantage of your opportunities
  • Counteract your threats

Here are some points of advice for creating an outreach plan:

  • Create a complete customer analysis and clear understanding of the benefits of Illinois workNet’s business services. This will help you express the purpose of your plan. It will also help you pinpoint potential job seekers and employers to target for Business Services.
  • Develop goals and objectives for business services that are specific, measurable, achievable, relevant, and time-bound.
  • Identify strategies and tactics to help your workforce area achieve its outreach goals.
  • Use the SWOT Analysis Template.

2.Community Outreach

What direct and indirect methods will you use to conduct community outreach? You may:

  • Connect with your local Chamber of Commerce and Lions Club.
  • Participate in Business After Hours Networking Events.
  • Partner with Economic Development Agencies as well as local and regional industry alliances to reach employers within high-growth industries. Locate your local Small Business Development Center (SBDC).
  • Connect with local business services partners.
  • Connect with community-based organizations to create partnerships that will better serve the needs of job seekers and help create a trainee pool. Identify your local partners.
  • Promote business services through newsletters, flyers, brochures, emails, and other materials. Use the Marketing Tools article for customizable resources and marketing materials. Let your potential partners know through Public Service Announcements such as press releases, radio and television spots, and newspaper ads.
  • Use social networking outlets such as Facebook and Twitter to promote your services. Visit the Social Media Guide page to learn how to use social media.
  • Identify champions among employers and job seekers that have had successful WIOA experiences. Then find opportunities for them to speak to organizations about their success and encourage others to participate. Encourage them to submit a success story.

3.Business Outreach

Employer-focused outreach is the process of deciding which employers and industries you will target. This may include:

  • Segmenting employers based on industry.
  • Researching companies before contact, noting previous labor needs.
  • Targeting small and mid-sized businesses, which are likely to value the training reimbursement and human resources support offered through business services.
  • Coordinating outreach so that only one BST member will contact a particular employer. Educate employers about how business services can enhance their business, increase efficiency, help train employees, reduce turnover, increase profits, and that it involves minimal paperwork. Use the Presentation Preparation Checklist in our Materials list to get started on educating businesses. Customize your Business Services PowerPoint Presentation, which is also in our Materials list to the right.
  • Conducting face-to-face interactions with employers and listening to employer workforce challenges that may be addressed. Identify strategic partners among employers that are willing to promote business services.