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Mike Jones moderated a discussion with a group of CC08 attendees this afternoon..." "Retaining Good talent Round Table"

 

Mike opened the discussion by introducing the "Talent Management in the 21st Century. Attracting, Retaining and Engaging employees of choice" study. Data obtained during the study helped to frame the conversation moving forward.

 

Everyone was asked to introduce themselves and their company.

 

Wess Wenhard ABC Autoglass- 16 employees 3 locations... auto parts based business. Three existing parts stores are expanding to include glass. This reduces the initial investment considerably as the storefront already exists... Great ROI. Two of the three locations have been completed the transition.

 

Jill Foxworth Dependable Glass- Fabricators, beveling, wholesale. 45 employees. "I love my job and it would be perfect if it weren't for the employees"

 

Mike Jones- 60 employees GTS

 

Betsy Evanoff- Glaxis

 

Scott - Bobs Autoglass- 4 stores Auto, 11 employees

 

Robert Serpa- Don's Mobile 25% Auto 25% other 50% wardrobe and shower door man. 165 employees

 

The three keys identified in the Talent Management Study were:

Attracting People

Retaining People

Engaging People

 

 

Attracting People

 

Mike posed the question, "How are you attracting talent today?"

Responses:

Online (most common method)

Used to be word of mouth

Newspaper (all agreed this is prohibit expensive)

Value of LinkedIn network- Mike mentioned what a valuable tool this has proven to be for him. He has been able to leverage the thousands of people he is no linked to as a way to recruit talent (online word of mouth)

Craigslist is emerging as a must use in finding people for a number of people in the group.

 

According the Talent Management study the top five most important factors to a candidate when looking for employment are:

  • 1. Money

  • 2. Healthcare

  • 3. Work/Life balance

  • 4. Career advancement opportunity

  • 5. A plan in place that individual performance was tied to salary increases

 

The younger workers just don't have technical skills. "What's a screwdriver?" Work visa employees have allowed them to remain competitive.

 

 

Retaining People

 

Turnover was a HUGE concern for the group overall. The consensus was that CSRs tend to stay around a little longer. The installers & Glaziers however are hard to find and getting harder. "Within 3 weeks you know if they are going to be staying. It's hard to find a younger workforce to do physical labor."

 

According to the Talent Management study the top five most important factors which make an employee want to stay:

  • 1. They see that the organization values and nurtures talent. The company invests in their talent.

  • 2. Opportunities for learning and development.

  • 3. Company has a good reputation.

  • 4. Feel that they are fairly compensated relative to coworkers.

  • 5. Their management understands what motivates them.

 

There was some debate on the ROI of training. Some felt they are training for the competition, i.e. "you finally get them up to speed and they leave and work for the competition." Others find efficiencies in training. "Investing upfront in the people is better than the cost of ineffectual training. Shabby workmanship has far more of a negative impact on the business"

 

Examples given by the group on how they are investing in their employees:

Healthcare was being offered by everyone in the group. Some offerings in particular seemed to be very well received:

  • "Cafeteria plan" set at a dollar amount. Very flexible.

  • The health savings account "is what the younger employees are looking for." Younger employees aren't going to the doctor, so they don't want pay for standard insurance. It saves the company money, and the employees see it as a benefit. "Explaining it was the most difficult part."

 

When asked if the route to advancement was clear to employees, the responses were mixed:

A few found it difficult to define different employee levels on the production side of the business. One company has implemented semi-annual evaluations to help define the development process. "It's important to speak to them so that they understand how they are doing. They won't know the expectation if you don't tell them." Others found they could move people around to find the best fit. This doesn't work in auto... there is nowhere else to go.

 

 

OVERWELLMING agreement that the supervisor level is not for everyone. A supervisor must understand what the training is about. Why it is important. Must be committed to the process

"I don't want the headache" mentality makes it difficult to advance people. Always keep that in the conversation. They need to understand that the pay comes with the responsibility. Some of this stems from a generational gap.

 

"The hardest part will always be letting people go."

 

"Babysitting!!"

 

"Freaking Daycare"

 

Men and Woman handle conflict differently. They also see different things during the interview process the other tends to miss. A few people use both a man and woman interviewer, to take advantage to the different points of view.

 

GTS uses the Behavioral interview process. Candidates are asked questions based on key characteristics valued as an employee. The group found the technique to be valuable, but weren't sure that it would translate well with manual labor candidates.

 

It is hard to find people with drivers license.

 

Everyone in the group does mandatory drug testing as a condition of hire. If there is an accident mandatory drug test is also needed during a defined period of time.

 

Everyone offered 401Ks, but many employees don't use it.

 

What is being done to insure the 4th point above, "Feel that they are fairly compensated relative to coworkers" is being done?

  • o Some are paying commission on invoice.

  • o Some are paying performance bonus daily.

  • o Some are paying a bonus on monthly invoice amount.

  • o They start hourly and work their way up to commission structure.

  • o One company shows everyone one every two weeks whether or not each individual employee is profitable. This has proven to be a HUGE motivator.... No one wants to be on the bottom of the list. (Those on the bottom tend to disappear.)

 

 

 

Engaging People

According to the Talent Management study:

Only 21% of employees are highly engaged

15% were disengaged

63 % moderately engaged

 

Top 5 reasons why people stay at job:

  • 1. Senior management had a genuine interest in employee well being

  • 2. Individual was able to improve their abilities and skills year over year

  • 3. The organization has a good reputation for being a good employer

  • 4. They had the appropriate amount of decision making authority to do their job well

  • 5. Salary policies are fair and consistent

 

How is everyone handling internet access?

Everyone is using filter tools to limit and or ban use. (Barracuda one example given)

Email is being handled the same way

Some are using intercompany email only

One is re-releasing their internet policies to increase awareness (nothing's changed, but they need a refresher)

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Scott Orth and Wendy Miller - of our famed Internet Marketing Services division - talked to us about 6 myths of internet marketing.  

 

Myth #1: Having a website is good enough.

 

There’s millions of sites online.  Think of the Internet like the Vegas Strip. If you open a new store inside a casino, will everyone that comes to Vegas know you’re there? No – you’re essentially buried amongst thousands of other stores – many just like you.  Yeah, the people that happen to stay at the casino might know you’re there – but just by chance.

 

The only way they’s stay in business is to get the word out that they exist and where they can be found.  Put signs on the streets, put maps in information booths – advertise on banners, TV, radio…right?  Your site is the same.  That you have a website is a great start – but now you need to make sure it can be found by your audience – and make sure it drives business.

 

 

Myth #2: A website is like a brochure.

This is what people thought 10 years ago, unless you were ecommerce and sold something online.  But it’s completely wrong – a website it’s a living dynamic, marketing and sales force.  It is another location of your store or shop.  Many people, instead of getting in their car and driving to your store, will jump online and go to your site instead. 

 

Your site should welcome them and tell them a little bit about you, but then it should suck them in, build trust with them, answer their questions and convince them to buy from you.  This is what your people in the store do – and its what your site can and should do.  Yes – some will want to pick up the phone, that’s fine – but most expect more out of the web these days than a simple static website that’s nothing more than a boring brochure.

 

Myth #3: Some companies can guarantee a top ranking on a search engine.

 

No one can guarantee anything online.  If you ever here this from an agency – run.  It’s a lie.  Scott has seen two instances where a company can say this and legally get away with it:

 

  • They promise top 10 rankings, that’s it.  They succeed – but they succeed on getting you top 10 placements for “windshield cracked by hitting a bird”.  Okay, great – there might be 1-2 people that ever search for that.  But all your business making terms like “auto glass repair” and “windshield replacement” – you won’t be found anywhere.

  • They use strong black-hat tactics to get your site listed in the top 10 for the good keywords.  You think you’ve done it – you found the silver bullet.  But you start to wonder how it could be so easy… then you get banned from the search engines for spamming them.  That’s right – your site is gone – not even found 100 pages deep on the major engines.

 

You fire the agency, beg to get back on the engines, send letters and evidence proving your innocence, or naivety (?), and with some luck, in about 6-months your site will be allowed back on Google – but somewhere on page 20 until you can figure out how to do it right, without breaking the rules.

 

What about guaranteeing results?  Think about this – if I sent 1,000 people into your store, how can I guarantee that your staff can close them, or that they are ready to buy today vs. next week.  No, it can’t be guaranteed.  But, what if I can show you proven results over time?  References, case studies – that’s what you need.  Again – run if anyone ever uses the word guarantee; but they should be able to show where they’ve been successful in the past.

 

Myth #4: Leads from a website are not as good as 'regular' ones

 

What’s regular?  These are regular leads.  Only, they’re usually further along in the buying cycle than from regular marketing techniques.  When someone sits down at the computer to look up a windshield repair shop they usually need something, right?  Scott spends a lot of time online looking at the next electric car, home theater systems, or tropical vacations – things that he hope to buy some day.  But you won’t likely find people looking around for their dream windshield.  If they’re looking – they need to buy now… or soon.

 

 

Myth #5: Using YellowPages.com or Superpages is all the presence you need online.

These guys don’t know what they’re doing online.  Sure it’s a good idea to be listed there - but to rely on that as your only web presence it’s a recipe for failure. You’re listed along side of all of your competitors. So what’s the customers compelling reason to buy from you rather than someone else? Is your phone number cooler than theirs?

Your website is an extension of your store – it is another location if you will. The site is what builds trust and makes you stand above your competition – convincing your customer to call you – not them.  A YellowPages.com listing can’t do that.

 

Myth #6: My customers don't use the internet.

There are over four million searches a year on auto glass related terms.  Enough said.

 

Myth #7: You want everyone to go to your home page.

 

The home page can’t be focused on all of your products and services.  Your site should break out pages to be as specific as possible – you lose 40% of your customers for every click.  You want the engines to index pages based on their specific topic – then you want customers to get to the page closest to their search.

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Chris just spoke to us about Social Media and Networking for businesses.  He went very fast and had a lot of content.  Either you caught on or it flew over your head.  Since it was what I do I got it all, so I wanted to give a few highlights here.

 

There were some basics.

 

  • Social media or social networking are not just buzzwords that sound cool.  They are the way your customers are talking.  They talk about everything.  Including your business.  Whether you know about it or not (or want to admit it or not), they are discussing the good and bad (not that there are any :-)) aspects of your business.  Then others read those thoughts and base buying decisions off of those.  IT IS HAPPENING.  Now you have two choices.  Let the talk happen all around you and close your ears, or you can watch it, even influence it for the better.
  • Get Wild!  Be creative.  WILLitBLEND.com was created by a company selling blenders.  Sounds basic enough, right?  I mean, how many blenders are there in the world?  A ton.  How did they stand out?  They took every day objects and blended them: an iPhone, a full can (with the can) of pork and beans, a football, glass.  They also did real ones we might do: coffee beans, granulated sugar to powdered sugar, chicken and chicken broth to make chicken soup.  What did this do for them?  Their ROI is off the charts.  The videos went viral, people loved them.  They appeared on national news and sales took off.  Do something wild.
  • Where are you online?  He showed us a number of places where every company needs to be.  Where to get in on the online action.  Where to network with people to increase business.

 

This is what we are doing, in part, with the Community Portal.  Giving our customers a chance to discuss and network with each other.

 

More to come...

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I am a big fan of adding  "..." to the end of sentences.  Not sure why, but I happen to do it much more often than I see others to it.  It signifies to me that there is more and that you can fill in the blank yourself.

 

This is how I feel about Client Conference. Even when it will be done, it will not be 'done' because we can continue the discussions and networking through the Community Portal.

 

During the Client Conference I will be blogging thesessions and the experience as a whole.  If you can't come, make sure you join us on the blog at the Client Conference Community.

 

Logo - small.jpgClient Conference 2008

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