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
Optimized
Business
Engagement
Qualitative
Data
Optimized Business Engagement
Quantitative Data
• Labor market data
• Proactive economic trend navigation
• Sector analysis
Qualitative Data
• B2B Relationships
• Enterprise-wide value proposition
• Systems
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
Spokane – Largest Industries
Description
% of All
2013
2009 Jobs 2014 Jobs Change % Change Regional Average
Jobs
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
Las Vegas – Fastest Growing Industries
Las Vegas – Fastest Growing Industries
Description
2009 Jobs 2014 Jobs
Change
% of All
% Change 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
13,463
15,697
2,234
17%
2%
$47,790
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
Federal Government, Military
Casino Hotels
St. Louis - Top 20 Largest Occupations requiring no more than high
school diploma or equivalent
St. Louis - Top 20 Largest Occupations requiring no more than high
school diploma or equivalent
Description
2009 Jobs 2014 Jobs
Change
% of All
% Change Regional
Jobs
2011
Median
Hourly
Earnings
Retail Salespersons
60,985
62,963
1,977
3%
3%
$12.32
Cashiers
Combined Food
Preparation and Serving
Workers, Including Fast
Food
59,721
60,608
887
1%
3%
$9.68
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
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
Strategic
Planning
• Columbus GA – define partnerships, sector
emphasis, retail growth
Program
Planning
• Charlotte NC – identify emphasis for training while
entering new territory
Grant
Proposal
• Ready to Work Grants (H1B) – approach
businesses in targeted industries
Job
Placement
• Career Pathway – use the data to paint a longer tail
for participants
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
Optimized
Business
Engagement
Qualitative
Data
Brad Turner-Little
Goodwill Industries International
Brad.turner-little@goodwill.org
THANK YOU!