Growing the workforce talent pipeline and helping employers upskill their own workers is a core focus of the Coalition on Adult Basic Education’s (COABE) Behind Every Employer campaign that strategically connects companies with education and workforce organizations that provide solutions to their workforce challenges. The campaign is led by an advisory committee of business leaders with COABE and SkillsUSA to build awareness about public/private industry and education partnerships and solutions. In the Fall of 2021, the campaign will add a locator map to its website that allows employers to find workforce solutions and public workforce and education providers by zip code. Workforce and education providers can opt to conduct a localized lead generation campaign with Full Capacity Marketing (FCM) and The Learning Strategy (TLS) who have joined the campaign team.
“We know that workforce and education organizations have limited funding and bandwidth to build relationships with employers consistently,” said campaign team member and CEO/Founder, FCM, Celina Shands. “Outreach to employers is a critical strategy to help students and job seekers find work-based learning opportunities and/or job placements; unfortunately, we find that workforce and education organizations only tap about 1-5% of their potential employer market.”
Expanding into the employer market is something that TLS President, Jeffrey Roth has been doing for decades. His company has helped bridge the communication gap between universities, colleges and workforce agencies with employers such as Verizon, AT&T, GE Aviation, Hilton Worldwide Honors and the Writers Guild of America, to name a few. As a proud campaign team member of Behind Every Employer, Roth said, “It is so important that workforce and education organizations understand how to build relationships with employers and garner their support, whether that means purchasing customized training programs, partnering on sector initiatives, or utilizing these organizations for talent recruitment and work-based learning.”
As the campaign team for Behind Every Employer, TLS and FCM are collectively offering local digital ad campaigns and Appointment Lab services to jumpstart efforts in engaging employers with workforce and education services and initiatives. Education and workforce organizations can collaborate with this team to create a local Behind Every Employer brand with a customized campaign web page, digital advertising to generate employer leads and interest, and an Appointment Lab that establishes initial appointments for the workforce or education providers with companies in the area. These localized campaigns have yielded between a 24-40% lead conversion rate, transforming interested prospective employers into engaged customers and partners with the workforce or education organization.
Workforce or education organizations that would like to get on the national locator map for free employer referrals or get more information about a customized local campaign and Appointment Lab services can go to https://behindeveryemployer.org/join-the-movement/
When the National Association of Workforce Boards chose a new communications firm, we did a thorough review of our choices and could not be happier with FCM. Their dedication to us as a client is exceptional, and their eye for what we need has been superb. The measure of their excellence is demonstrated through our selection for the International Davey Award for our integrated campaign
Without a doubt, FCM provided our organization with the right re-branding strategy and solutions. Using a collaborative approach to engage our stakeholders resulted in the development and deployment of logos, communication protocols, website design, social media strategies and more. Celina and the FCM Team provided comprehensive and efficient expertise that expanded the awareness and understanding of our mission.
Full Capacity Marketing has a distinct and effective style of collaboration that is highly successful in bridging gaps and finding common ground between various stakeholders. Their public awareness campaign was highly successful in improving our brand awareness, but most importantly laid the foundational groundwork for building partnerships with our most important community stakeholders within the public workforce investment system, economic development and community colleges.
FCM is masterful at bringing a brand strategy to fruition. Our project benefitted greatly from their expertise and we ended up with very effective, professional, on-time and on-target communication tools to engage the community with our mission.
FCM has an energetic, professional, smart team that understands the world of community colleges. What I appreciate most about FCM is their responsiveness and ability to deliver quality products and services very rapidly. Our brand strategy and subsequent marketing and communications tools developed by FCM are outstanding and have helped our team achieve great success. I would recommend FCM without hesitation to any community college.
California Corporate College hired FCM to help one of our customers with understanding their market position and how to best sell their products and services. We were so impressed with FCM’s approach, analysis and the presentation to our customer. It has far exceeded what we were contracted to do and I know the information will help our customer make an informed decision on how to best position their organization. Thanks FCM!
Part of our Board’s strategy in looking at future trends and creating solutions for our community requires engaging the many public/private workforce, economic and educational partners. FCM has greatly supported this strategy by developing a new website that provides a two-way communication mechanism for our community stakeholders to weigh-in on our funding, our strategies, and key initiatives.
FCM has a unique customer-centric model in approaching branding, marketing and communications strategies. We were highly impressed with the market research and upfront strategy sessions that enabled us to tap into the needs of our ultimate users. Working with FCM was an outstanding investment, and I wouldn’t hesitate to recommend the team at FCM. I hope to work with them again in the future.
FCM provided thoughtful recommendations and a professional quality website that has been instrumental in the brand awareness of the Institute. FCM was responsive, creative, and made us feel like we were their only client throughout the entire process.
By far, Celina Shands is one of the most talented PR professionals that I have ever met in my 20 years in broadcast. Thinking out-of-the-box is the norm for Celina as evidenced by her cause-related marketing projects.
Celina and FCM is an exceptional talent. Her ability to perceive the intellectual concept and the parameters of a problem or challenge and artfully apply solutions and expertise is astounding. She has powerful and effective interpersonal skills and consistently delivers outstanding products and service on time and without cost over runs. I strongly endorse her company and the work performed.
FCM is a resource that other workforce boards should tap. As a result of our work with FCM, we have completely re-branded our Board, restructured our customer service and communication processes, and deployed a highly effective website that meets our virtual communication goals. I would recommend their services without hesitation to any of my workforce colleagues.
We worked with FCM to teach employees consultative sales techniques and to think differently about service delivery for our employer customers. In a time constrained environment, FCM kept in regular contact with our office, developed marketing materials and trained all our staff. The staff enjoyed the training while they were learning and were pleased with the professional marketing materials.
The FCM team is bright, professional, creative and highly strategic. The brand strategy and outreach materials they developed exceeded our expectations, and have been instrumental in helping us meet our goals and objectives.
The plan developed by FCM has helped position CRY-ROP to clearly communicate its benefits to each of the target groups based upon evidence of impacts. CRY-ROP would not hesitate to hire/contract with FCM in the future. Working with the responsive, professional FCM support team has been a pleasant reminder of how powerful and effective the blending of industry leading professionals and progressive educators can be.
FCM was instrumental in helping our Foundation kickoff a critical giving campaign by focusing on the development of a long-term re-branding strategy. I’d highly recommend FCM to any nonprofit looking to be more strategic and focused about their image and fundraising strategies.
I’ve learned in our re-branding journey with FCM that there has to be a clear alignment from all of our business processes to our brand strategy. Their organizational ecosystem is a highly effective model that has propelled our organization to the next level of performance. I’d highly recommend their talented team.
FCM has decades of experience in workforce and education and understands the dynamics in our Strong Workforce environment in California. Their experience, coupled with innovative and cutting edge branding, marketing and communications strategies are executed effectively and result in elevating the work in our regions.
We are so proud of the six Davey awards for our national campaign and credit Full Capacity Marketing for mobilizing both leadership and educators in all 50 states to reposition our important mission. Their team is consistently strategic, on time, and on or under budget. I highly recommend FCM in developing and executing complex education and workforce campaigns that need targeted results. We have rehired them for future phases of our project.
Full Capacity Marketing is exceptional at understanding the market and knowing how to create the right strategies to engage students. They are responsive, available and highly strategic in working with our many stakeholders. Our region is very excited about their work to date and we look forward to continuing our relationship.