Category: Services to Businesses, Services to Job Seekers, Workforce Development Partnership Initiatives
Contact:
Patrick J. Doyle, Executive Director
Broome-Tioga Works
Government Plaza, PO Box 1766
Binghamton, New York 13902
pdoyle@co.broome.ny.us
(607) 778-2447
Fax: (607) 778-2044
CareerBuilder Weekly Promising Practices
In the fall of 2001 it would have been hard to imagine that for 130 consecutive weeks our Careerbuilder Weekly partnership would be a service to the community. But here we are, two and a half years later, celebrating a partnership that has become one of the most sought after sections in the newspaper.
The partnership has five goals: 1) raise awareness of the Workforce System, 2) promote our workforce development partners and their programs, 3) increase usage of the employment centers in Binghamton, Endicott and Owego, 4) provoke thought and dialogue on career-related issues, 5) make people aware of the larger global and national economic trends that impact Greater Binghamton.
Each week's section includes a 400 word column from Patrick Doyle on resume preparation, interviewing techniques, networking, trends in the local labor market and national developments that had/have an impact on the local economy. For instance, Patrick, in his September 1, 2003 column, on networking says, "Assess your network. Have you been letting everyone you know that you are looking for work or to make a career change? Your desire for a job or another job should enter in to many of your conversations. And beware of saying anything negative about your situation. Let people know that you are looking for work and that you're having a great time."
The section includes a photograph of a person working in a "demand" industry and occupation in the region. The photograph is taken each week by Jason Welch, an assistant to Patrick Doyle. Companies featured in this section have included: Lockheed Martin, Universal Instruments, United Health Services, Binghamton University, Broome Community College, Lourdes Hospital, BAE Platform Solutions, Innovation Associates, Security Alarms, Best Buy Distribution Center, Maines Paper & Food Service, Red Barn Computers, Hawk Engineering, and NBT Bank.
Jason also responds each week to career-related questions in what we call a "Q & A." He provides shorter job tips and announcements of programs and other activities that may be of interest to our job seeking clients. We frequently highlight career events at Broome Community College, Binghamton University, Broome-Tioga BOCES, the NYS Department of Labor, the Greater Binghamton Chamber of Commerce, the Tioga County Chamber of Commerce, the New York State VESID, and the Broome and Tioga Employment Centers.
National surveys have shown that less than 5% of businesses and job seekers are aware of public workforce development services. Over the past two years, as the Greater Binghamton economy has gone through a transition where hundreds of people have had to change careers, our partnership with the Press has been a reliable source of information and support. It has also helped Broome-Tioga Works become the leading career development organization in the region. The Board has in recent months become a major force in the Greater Binghamton Coalition, a regional effort at improving the economy and quality of life.
Step I: Identifying and Analyzing the Issue/Problem
In the fall of 2001 the Binghamton Press & Sun newspaper (circulation more than 200,000 daily readers) introduced a weekly pullout section featuring employment opportunities in Greater Binghamton.
The early editions of the section had the same front-page layout each week. Patrick Doyle approached Jim Fogler, Market Development Director for the paper, about the possibility of having Broome-Tioga Works provide content for the front cover of this section. Patrick believed a fresh look each week would increase the attractiveness of the section, and provide a nice venue for Broome-Tioga Works to educate the community about the local resources available to assist residents with the job search and career planning.
This partnership came about at the right time as the local economy was in the early stages of a recession that would ultimately cost the community more than 3,000 jobs. The section would become a popular avenue for obtaining useful tips on getting a job and making the transition from one career to another.
Step II: Stating the Goal and Desired Outcomes
The partnership has five goals: 1) raise awareness of the Workforce System, 2) promote our workforce development partners and their programs, 3) increase usage of the employment centers in Binghamton, Endicott and Owego, 4) provoke thought and dialogue on career-related issues, 5) make people aware of the larger global and national economic trends that impact Greater Binghamton.
The layout of each week's pull-out includes a 400 word column from Patrick Doyle on resume preparation, interviewing techniques, networking, trends in the local labor market and national developments that had/have an impact on the local economy.
There is also a photograph of a person working in a "demand" industry and occupation in the region. The photograph is taken each week by Jason Welch, an assistant to Patrick Doyle and a graduate student in the MPA Program at Binghamton University. More than 150 workers and companies have been highlighted since this initiative began. Jason writes a caption for each photo that often includes the kinds of experience and education necessary to enter a particular field. The companies love the exposure they receive from this initiative.
Jason also responds each week to career-related questions in what we call a "Q & A." He provides shorter job tips and announcements of programs and other activities that may be of interest to our job-seeking clients. These announcements have generated significant increases in the number of participants in these programs. Many of these programs have been co-sponsored by system partners including DOES, Broome-Tioga BOCES, Binghamton University, Broome Community College, and Ridley-Lowell, to name only a few.
Step III: Identifying Resources Needed/Critical Partners
In early 2003 the newspaper decided to discontinue the weekly section, but it was committed to finding other ways to deliver the information from Broome-Tioga Works to its readers. After some negotiation, the Press agreed to move the contents of the cover of the pull-out to the Money section of the Sunday paper. The pullout would continue to be produced and distributed weekly to non-subscribers at gas stations, coffee shops, and grocery stores. Our new agreement also included a major presence on the Careerbuilder portion on the Press & Sun Bulletin Web site. All in all this change increased the number of people exposed to Broome-Tioga Works by more than 75,000 people.
In exchange, Broome-Tioga Works agreed to pay the newspaper $12,000 per year. We estimate the value of the space the Press has provided to be more than $150,000 per year. Even though the agreement reached worked out better for the newspaper and Broome-Tioga Works, the first week this change was in affect, the paper received more than 60 irate phone calls from readers upset the weekly section had been discontinued.
Step IV: Developing the Action Plan
The Press has a deadline of Thursday Noon each week for all copy including the column, the Q & A, the job tip(s) and the photograph. B-T System staff (Patrick Doyle and Jason Welch) needed to set aside at least 2-3 hours each week to prepare the material for publication. Preparation includes:
Step V: Carrying out the Initiative
This initiative was launched a mere two weeks after Broome-Tioga Works and the Press & Sun Bulletin agreed to embark on this journey.
Sometimes, believe or not, it is difficult to get companies to agree to participate. We have developed a pretty sophisticated sales pitch to get companies to sign on.
We figured out quickly the value of partnerships between WIBs and media organizations that have a significant reach. National surveys have shown that less than 5% of businesses and job seekers are aware of public workforce development services. This relationship has helped put the local WIB on the map not only in Greater Binghamton, but across the state and nation.
At times, this partnership gave us a platform to make news. We wrote a piece on Richard Florida's book, "The Rise of the Creative Class," in which he ranks Greater Binghamton 8th in creativity among metropolitan areas of similar size. Shortly thereafter the Press wrote a news story based on this piece, which garnered a lot of additional attention in the community.
Step VI: Measuring and Sustaining Success
This project has increased awareness of workforce development services in the community and increased our capacity to supply businesses with skilled workers.
| Calendar Year | Total Jobseeker Visits | New Customers |
|---|---|---|
| 2001 | 36,982 | 2,960 |
| 2002 | 58,733 | 4,848 |
| 2003 | *55,168 | 8,054 |
| Total | 150,883 | 15,862 |
*Jobseeker visits dropped from the previous year as initial workshops for UI beneficiaries were no longer mandated.