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Employer Marketing and Services Basics from Strategies and Practices for Effectively Serving All One-Stop Customers

In ETA's view, a key goal of WIA Title I is to provide a workforce investment system that is demand-driven and responsive to the needs of all employers, including small employers.[65] In order to accomplish this goal, One-Stop Centers and other organizations in the workforce investment system must establish a relationship with the local business community. Many, if not most, One-Stop Centers and other organizations use a business service team to establish and maintain such relationships.

One-Stop Centers and other organizations in the workforce investment system report that they have achieved success when their business service teams use a variety of approaches to ensure a good fit for both employers and job seekers. Ideally, employers routinely use the One-Stop system to publicize job openings, conduct competitive interviews, and get training for potential applicants. In developing relationships with employers, the staff need to follow the legal requirements related to job seeker confidentiality and privacy, and inform job seekers about their rights relating to and the pros and cons of disclosing personal information.[66]

Specific examples of successful practices related to employer marketing and services used by One-Stop Centers and other organizations include:

  1. Working on employer relationship development through the recognition of employer needs and being responsive to these needs without a specific population in mind.
  2. Working with employers to
    • Identify and address challenges/unmet needs in their workplace, and
    • Help address these challenges through job creation.
  3. Working with employers and employer groups (such as the Chamber of Commerce) to understand the value of flexibility and otherwise customizing employment in recruiting and retention of a diverse workforce and its usefulness as a tool to maximize productivity. Offering customized training resources for employers in the specific skills needed by employees.
  4. Dividing the business services team by industry in order to allow staff members to develop greater expertise in negotiating and networking in their specific industry sectors.
  5. Marketing to employers through a universal process that includes all One-Stop partners rather than via individual partner programs.
  6. Work with employers to learn about their unmet needs and challenges in order to identify areas in which the needs of the employer and candidates for employment can be matched or otherwise customized through negotiation. Identifying employer needs so that staff can help the employer better meet their operational demands.
  7. Identifying candidates with skill sets to perform specific tasks for employers rather than exclusively responding to work orders.

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