- 5 months ago
You Oughta Know #5: Oct 19, 2021
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00:00well welcome everybody to uh you ought to know number five today we're going to be talking about
00:11the labor shortage a problem that's hobbling almost every one of our clients prospects and
00:16businesses in the markets that we that we serve so joining us in a few minutes will be holly wade
00:22executive director of nfib research at the national federation of independent business better known as
00:30nfib and if you're regular readers of the wall street journal forbes the new york times fortune
00:35or any other business paper or magazine you see nfib research on a regular basis so holly will be
00:42sharing with us how the labor shortage is affecting small and independent business owners and how
00:48they're dealing with the lack of workers also joining us in a little while will be nancy wade
00:53from our detroit stations heather colvin from our augustus stations and jessica walsh
00:58from our digital direct team they'll be sharing uh uh how why many of their clients are using
01:06advertising to help fill open jobs um unfortunately bob dowarty who is the vp of talent acquisition at
01:13lowe's had to postpone uh his time with us today but he promises to join us as part of a future you
01:19ought to know um our good friend ashley grim will also join us for a few minutes to talk about some
01:23of the resources available to share with clients and prospects that could be helpful for filling open
01:28jobs of their company but first to add uh to help me ask the tough questions um is my good friend
01:40mark azales who is a veteran member of our tampa team and one of the most prolific account executives
01:46in all of beasley um by the way um marco is going to be asking a lot of great questions along with me
01:53but if any of you have any questions that mark or i fail to ask you can enter those questions in the q
01:59a box not the chat box but the q a box and that should be on the bottom of your screen and we'll try
02:08and get them get them answered so before we um uh get started with with with holly hey mark how you
02:16doing good thanks for making me part of the uh larry and art show that's that is we have this is
02:22actually our audition for for the uh prop what what they we i think we should do the rbq morning show i
02:27think that's that that that's us in case there's ever a change hey mark if you had to guess how many
02:33help wanted signs have you seen this week as you drove around tampa literally every block has got
02:40something they're looking for somebody yeah have you seen anything weird or or that caught your
02:45attention i i'll give you the worst one that i recently saw i was actually walking down the
02:52downtown street there was a sign that said we need a graphic designer and that was obvious but the fact
03:00that was on plain white paper on a telephone pole and i told you guys i guess i could use some some
03:09branding help yeah so so why are we seeing so many help wanted signs in our markets what are the top
03:17radio advertisers to continue to be online job sites like zipper cooter and indeed and and the reason i'm
03:25sure you are all experiencing your own markets participation in america's labor force has dropped
03:30to a level that we haven't seen since world war ii i mean that's how long it's been since america's been
03:37in this predicament um just just i just saw this research this morning last month a record 4.3 million
03:45americans quit their jobs that's 2.9 percent of the entire workforce and august was just another in a long
03:53line of record-breaking months of resignations and people leaving their job labor force participation
03:59has fallen broadly across demographic groups career fields but has dropped particularly fast among women
04:07workers without a college degree and those in low-paying service industries such as hotels restaurants
04:13and child care um and here's the thing though most of these people who are resigning aren't coming back
04:21to work as a result they're currently more than 10 million jobs open in america as a matter of fact
04:29rob doherty who who was going to join us from lowe's did share with me that lowe's has more than 16 000
04:36job openings across across their their networks of of stores hey mark do you know do you know anybody who
04:43who sort of resigned and said i've had it i'm out of the workforce yeah there was uh an office worker
04:49who's a neighbor and she decided to hang it up and i said why and she said there's really no
04:58flexibility i'm used to staying home with my kids so she became complacent and i said what else
05:04uh what other issues or issue might there be and she said there's a lot of distractions in the workplace
05:10and as as an incentive her husband made enough money and he's back to work so she's on the sidelines
05:18yeah and that's that's that's that's not it's not uncommon and you know that's one of the reasons
05:24that are given for the drop in the labor for sort of this getting used to have working at
05:29worked at home during the the pandemic but economists have mixed opinions on why the
05:34participation rate is public uh plummeting but they all can agree on one thing though that the problem
05:40isn't going to go any time soon and i know how he's going to get into this a little bit but it used
05:45to be the number one priority of the companies in our respective markets was selling more of their
05:50goods and services and frankly that's why they were buying advertising from us but now the top
05:56priorities have shifted especially among the small and independent businesses in our market and here to
06:02tell us what those priorities now and what small and independent businesses are doing to address these
06:08priorities is holly wade she's the executive director of nfib research which is the national federation of
06:16independent business so holly can you join us do i need to invite you let's see you're on yay terrific
06:28welcome welcome from washington washington dc it's great great to have you i'll ask you the same question
06:36you're you're in washington dc in in in northern virginia is in the last few days as you you've
06:43you've gone around from your area how many help wanted signs have you seen endless numbers of help
06:51wanted signs they're everywhere and an anecdote that i have i was just in colorado visiting a friend who
06:59owns a restaurant out there and in his small town somebody was asking you know are there any
07:06employers there that are hiring and the response was all employers are hiring every last one of them
07:13you have your pick on which business you want to apply for and get a job everybody was looking to
07:21fill open positions and we're hearing that from our members across the country and in pretty much all
07:27industries right now yeah it's it it is it is it is a chronic issue so before we jump in do you want
07:34to give us a little quick background on the nfib what what you guys do and how you find out what's
07:40troubling the small and independent business owners of america sure absolutely so the national federation
07:47of independent business is the largest small business advocacy association we have roughly 300 000 members
07:57across the country in most industries all domestic and the research center spends a lot of time asking
08:06questions on a regular basis we have our monthly small business economic trends survey and we've been
08:14conducting this survey for 48 years asking roughly the same questions so we can have a really good time
08:24series of business operations and what it's looked like over recoveries and recessions and it's been
08:32incredibly helpful to see how we're doing in this time frame compared to other recoveries which looks
08:42certainly very different from anything that we've experienced before and especially on the labor front
08:49and how far back do do do your do your records go have we ever seen anything quite this severe and in
08:59that you know of i mean world war ii seems to be the benchmark here it is so we started our research
09:06center and our survey program in 1973 and so as far back as 1973 we've certainly seen areas of um of
09:20issues especially with interest rates in the late 70s early 80s but nothing like this and as you said we
09:27haven't seen anything like this since world war ii days and it is uncharted territory for those businesses
09:36you know trying to find and compete for talent it is incredibly difficult um but no we haven't seen
09:44anything like this in the history of our survey and let's see if i can use my fancy wow it worked here
09:55which i can this is very exciting new technology every day during the pandemic it seems
10:02but just an overview for the graphs that i will show and present and talk about the labor market uh the nfiv
10:11research center as i mentioned we started this monthly survey started as quarterly and turned
10:17into a monthly survey um that we've it's a random sample of our membership and it looks at different
10:26areas of business operations so employment sales inventory outlook for business conditions single
10:33most important problem we send it by snail mail we're old school here sending it by snail mail the
10:41first of every month and then a reminder mailer and about halfway through the month and we look at we
10:48can also look at kind of special events so we can bifurcate the data looking at before and after so we
10:55have we have we can cut off the data at you know different date throughout the month if there is an economic shock that happens this was particularly helpful during um elections uh way back when when lehman brothers fell we were able to see the impact
11:16um before and after that um but now we're looking at pretty much after february 2020 to see the changes that occurred for small business owners in the um in the pandemic
11:33and before you jump in the research just remind us one more time how many how many businesses do you do you represent
11:40about 300 000 and so all the data that that you'll see here are represent are random samples uh surveys of
11:50our members and so they are mostly employer firms so about 90 percent of employer firms and about 90 percent of the employer firms
12:02under 40 employees so we're looking at the average small business owner around
12:08five to ten employees so that that is yeah and that that's typical of the a lot of the businesses
12:15that we that that we work with on on on a day-to-day basis and you operate in all 50 states correct
12:21yes and yes correct all 50 states and so this is representative of national representation of
12:30the small business sector and looking at the question that we have asked throughout the
12:37history of the survey do you currently have an unfilled job opening as you can see we have never
12:43experienced anything like this before with historic levels right now it's 51 percent responding to our
12:51survey saying that they have a unfilled job opening that they're unable to find qualified candidates some
12:59folks aren't able to find any candidates regardless of if they're qualified or not many of them train in
13:05house and so they'll spend a lot of time and energy um training those who don't have the experience that
13:12they would have required normally but just finding anyone to apply for these jobs is getting increasingly
13:21difficult so as you can see here we are beyond historic level high numbers of those who have a job
13:30opening and then looking at our question on hiring plans whether they are planning to increase or
13:38decrease the number of employees at their firm in the next three months we did see a decline in the last
13:44survey of a couple points however again we're still at historically high levels of owners saying that they
13:53are planning to increase employment in the next three months so they're you know they're still working to
14:01fill those positions they're still interested in increasing their workforce just having a particularly
14:08difficult time doing so and as you mentioned there are a number of reasons for this problem you know we
14:16had about a million more people retire than we would have normally seen we have still child care and school
14:26disruptions that are impacting parents going back into the labor market and then we have a population that
14:34had an incredibly high savings rate and are able to delay and make choices navigate their career moves next and so
14:45they have some savings available to help them you know search and look for their next job which you know is helpful for
14:56those looking it is definitely competitive and it is kind of a buyer's market on that end but when it comes to
15:04small business owners trying to fill these positions it is a challenge to say the least
15:11and then every so often we survey our members that are more coveted related and so we've been able to
15:20ask some more detailed questions on the staffing shortage one just being a general question of is your
15:28business experiencing a staffing shortage which is similar to the questions in our monthly survey but
15:34about three-fourths of small business owners small employers are experiencing a staffing shortage and
15:43this is likely the same as it was at the beginning of september not much has changed and when asked if this is
15:52causing revenue loss or or lost sales opportunities most of them are saying yes so they are looking to fill
16:01those positions to take advantage of increased sales and because they aren't able to staff up to where
16:09they would like many of them are saying that they're missing out on those sales opportunities and for the most
16:16part they don't see this problem easing anytime soon so it is increasingly challenging for about a third
16:26it's you know for about two-thirds it's about the same as it was um the month before very few are saying
16:34that the environment is improving as far as being able to hire for those open positions so they're doing
16:43a number of most small business owners are doing a number of um adjustments to navigate these staffing
16:51shortages when it comes to attracting applicants for those open positions the main tool that they're
16:58using which is not surprising is increasing those starting wages to compete they're increasing starting wages
17:06they're also increasing compensation for those that are who are already employed it's trying to retain talent
17:15in-house and also competing to recruit applicants to apply for those positions and then another kind
17:24of basket of efforts that they're making are increasing paid time off offering enhanced hiring bonuses or
17:33referral bonuses and for those who can afford it are offering or enhancing their health insurance benefits
17:41so a number of ways that they're trying to attract applicants the first being is increasing those
17:48starting wages which we have seen in you know with in conjunction with those help wanted signs you know
17:54we have increased to 17 an hour 20 an hour in some cases um but owners are having to navigate
18:04the balance of how much they can increase compensation to attract those applicants versus
18:11you know revenues or potential revenue increases and it's a tough balance internally they're looking at
18:18adjustments um more on the side of the owner having to work more hours to fill those employment gaps
18:28and so my friend who owns a restaurant he has been working um more hours than i think he ever has
18:36in his career in his career of owning this business filling in as much as possible um to make sure that
18:42he's able to take advantage of those increased sales um but many of them are having to cut hours of
18:50operations during the day and in some cases even closing for entire days because they don't have
18:59predictable staff available to fill those um to to fill that time so offering overtime more hours to part-time
19:10employees these are kind of all the tools available for small business owners to deal with it internally
19:19and hopefully not lose um you know significant sales opportunities that some are saying that they are already
19:29going to be able to do so um and then looking at planned and actual compensation changes you know in line
19:35with being a very competitive labor market we're seeing historically high numbers of small business
19:44owners saying that they have increased compensation um for their current employees and those starting wages
19:53and they're planning more planning to do this also in the future so it is um you know a challenge for them
20:01again to balance what they can afford as far as competing on that wage front and planning to increase
20:11compensation going forward and you know how they can absorb those added costs
20:17costs and in their effort to absorb those added costs and this goes along with the increased compensation
20:27that that they're having to compete for talent but also related to supply chain disruptions that are
20:35increasing the cost of supplies and goods that they need they are in turn increasing their costs of their
20:45service or products that they're selling and this is where we're seeing inflation front on
20:52main street where we haven't seen anything to this degree since the late 70s early 80s when we had
21:00inflation issues high interest rates but this time around it is all related to the labor market
21:08and also supply chain disruptions that many are facing
21:13and talking to my friend who owns the restaurant i asked if he was dealing with any supply chain
21:19disruptions and he's like well what in my business isn't disrupted right now it's about
21:25everything unfortunately so when asking about supply chain disruptions directly which is also
21:32kind of intertwined with the labor um the labor shortage when it comes to trucking and things like that
21:41but the supply chain disruptions are impacting almost all small businesses in some degree or another only
21:49about one in ten are saying that they aren't impacted at all and the rest in varying degrees and again
21:56just like the labor market when asked about how long they anticipate this impacting their business
22:04most of them are saying that they don't see any easing on this front for at least six months or more
22:11so this is something that they are having to deal with and they anticipate having to deal with
22:16in the near term here and whether it's getting better or worse
22:22most are saying that the problem is getting worse over half and almost all the rest are saying that
22:30it's the same so again along with the labor market very few are seeing improvements on this front and are
22:38having to make adjustments that they're having to make adjustments you know kind of more permanently
22:44than i think many would have thought some of this you know we're kind of anticipation of easing up or
22:51unraveling or you know finding its new normal um but right now it's still very disruptive and still very
23:00competitive and then i just wanted to highlight this every four years we produce a more comprehensive
23:10survey of evaluating 75 potential problems this was conducted ironically in the end of january and
23:19february of 2020 so right before the pandemic and looking at the the results of this you know we were in
23:29a tight labor market before the pandemic hit so this isn't anything particularly new as far as small
23:38business owners being challenged for competing for talent so locating qualified employees was the second most
23:47critical or critical or severe issue impacting small business owners with a third saying that it was a
23:53critical issue um in operating their business this was a huge jump from the 2016 survey the version of
24:04this survey where it was ranked 10th instead of second and then also finding and keeping skilled employees
24:12went from a rank of 14 in 2016 to ranking the fifth most severe issue impacting small businesses so it was a
24:23problem you know two years ago it's an even bigger problem now in our monthly survey we asked about their
24:32single most important problem impacting their business and right now over a quarter of them saying the
24:39single most important problem is labor quality so it is predominantly the biggest issue that they're
24:48facing it is impacting their ability to operate it's impacting their ability to take advantage of increased
24:57sales and it you know the competition with larger companies is of particular challenge so you know hopefully
25:07over the next six to twelve months we'll start seeing more of those who are on the sidelines for you know the
25:15variety of reasons that they are move back into the labor market and and take up some of these jobs that small
25:25business owners are hoping to fill so with that i will stop there and if folks have questions happy to answer
25:34but it is incredibly challenging small business owners are having to make adjustments on a variety of
25:41levels which is complicating how they see business conditions in the next six months it's all very
25:50uncertain and so i think a lot of small business owners would just even appreciate having some certainty
25:57of what it looks like going forward so they can plan better than kind of the ad hoc situations that they
26:05often find themselves in i saw up in in we're gonna have to to to let you go so we can move on but i did
26:12see um i think was earlier or late last week is you um in the in the wall street journal you had uh the they
26:20picked up some research from the last monthly survey and what i found was interesting was that the number
26:24one priority now is hiring and the the the selling their products and service has dropped way down so
26:35you know for for our business when we go in and talk to advertisers no longer do they want to talk
26:40to us about selling necessarily the products and services on the shelf their number one priority is
26:45hiring absolutely that is their main focus and hopefully you know filling those positions generates
26:53more sales you know the the demand for their product and service isn't the issue right now
27:00it is having a staff available um to take advantage of those sales opportunities well thank you so
27:08much for joining it's it's it's interesting to know and you know we can share with with the people
27:13we talk to every day that they're not alone in in in in this challenge so thank you so much holly for
27:19for joining us today that was that was awesome i asked one quick certainly mark dallas so um how would
27:27we as sellers um and small businesses be able to use some of this data i think that if these small
27:36business everybody feels isolated when they have issues but there seem to be a major issue with
27:42literally everyone that owns a small business can we access any of this information can they access any of
27:49this information absolutely all of the data is publicly available on the nfib website so it's nfib
27:57dot com and under the research center tab all of our data is available and so is my contact information so
28:06if anybody has questions about the information that we have through nfib in our survey data
28:13um certainly reach out to me and i can help answer questions and send over the information that
28:20they're looking for and holly didn't ask me to say this and she'll probably be surprised that i say this
28:26but it's pretty if it's pretty small money for businesses to join and become a member of the nfib and
28:34take advantage of all of the resources and benefits of being a member remember unlike like the small business
28:41association the nfib is non-profit they are non-partisan and they're the voice of small
28:48business unlike the sba who's the voice of the government they do good work but for a small amount
28:53of money is the uh is our business owners and the markets we serve can can become become a member and
28:59there's a lot more resources than just just this this research so holly you can send me a check
29:04um afterwards for that will do thank you so much for the plug so so thank you thank you for joining us
29:12today we really really appreciate it thank you it was great and so next we um we are going to bring on
29:21our team our local team a bit who've been dealing with the um labor shortage with our clients and services
29:29so nancy and jessica and heather if you can make yourself live look at that so we we invited nancy
29:39and jessica and heather to join us heather heather's from augusta jessica's from our digital direct team
29:44and nancy's from detroit they've been particularly uh successful in selling um recruitment advertising to
29:54to to our clients so we thought it would be helpful um to for for the rest of us to learn
30:00what they are doing that makes us successful but if we could start with heather and just
30:05you know if you can give us a short uh little background on how long you've been with beasley
30:08where you were before and in what you were doing for um i've been with beasley for about two and a
30:15half years now and i came actually from a family business so i worked all aspects of that business
30:22including hr so i have a little bit of background with payroll insurance things like that but i also
30:28i spent two years selling aflac insurance so it kind of gives me a little bit of a recruitment
30:34background as far as knowing what hr people are dealing with on a daily basis too and just because
30:40when you sell aflac you don't sell you sell to the to the hr people right the same people are probably
30:46making the recruiting decisions at these at these companies correct yes they are they are an
30:51online i mean you have to get to that person first they are the main person because they're they do
30:56all the work the companies generally don't pay for the aflac but they do have to take it out of their
31:01paycheck so once you convince that hr person your goal because aflac sells itself yeah and and just is
31:07that just real quick that's the same people you have to get to when you're selling your recruitment
31:12advertising got it jessica what's your story so i've been with teasley now for 10 months and i have
31:21over 15 plus years of employment advertising experience so i worked for a niche employment
31:28publication so we just sold straight print display ads and then i've worked for job boards in the past as
31:34well excellent and nancy i um have been a marketing consultant and expert in radio and digital for
31:45my whole career so i've been here seven years at beasley and i was with the formerly known as the
31:51big three which was clear channel cvs and abc in in the past so you really had to know your alphabet yes
31:59you do yes you yes you do so starting so starting with you you nancy how did you decide or or to to
32:07make recruitment advertising part of what you've been doing lately well it all started with that big 25
32:16percent bounty and looking for opportunity and it was very clear that the opportunity with the
32:26employment issues was with recruiting yeah and and and jessica i think you know you've explained this
32:33this is your background but you know on the digital direct the world is really open to you how did you
32:38decide to continue to you know focus on recruitment and and make that part of what you do well i mean like
32:45you said it was a pretty easy transition and it was one of the things where i love pointing out to clients
32:51that instead of waiting for people to go to job boards like i was doing before you can catch them
32:56as they're just like browsing the internet so um it was just an industry that i know from my years
33:01of experience that there's always a need yeah there's always a need so it was just one that like
33:06i said was a pretty easy transition for me yeah and and heather you were telling me that your your epiphany
33:12came about six months ago when you decided that this this was a lucrative category for you how how did that
33:19decision come about well it came about with one particular advertiser that had been literally i
33:24walked through these doors i've been trying to get a hold of they make carpet and they have billboards
33:31up all the time and they never needed advertising never needed it and then i said i'm going to keep
33:36pushing and keep pushing until i get to the right person so finally i got the right hr person who put me up
33:44the food chain and this is a global company so it put me up the food chain to the right person and
33:49they were just fed up they were just right time that they were just at a point where they knew that
33:55they had to go further than their standard you know means of getting employees in front of them
34:01yeah yeah yeah and and um so so i'll say jessica how do you identify the companies you'll target
34:10for recruitment because as holly was saying this is a universal problem every business but how do you
34:17target to who you're going after for recruitment advertising you know it really depends i try to
34:23target companies that have a high turnover right so that not looking for one or two positions i like
34:28to kind of focus on staffing trucking um things like that and i i tend to like to stick to mid-size
34:35companies because with that a lot of decision makers um makers are a little bit easier to reach
34:42and they pretty much have their own budget so it just all depends but i usually like i said high
34:47turnover is one that i've always stuck with they're always going to have a need and then mid-size is is
34:53the size company i like to go for them yeah and and nancy same question how do you identify the
35:00companies you're going to pursue really like she said the middle-size companies that aren't too big
35:06that you can have some influence on and get to some decision makers and um yeah i find them just in
35:13the news really yeah so give us can you give us an example what would you have seen in the news that
35:18would have alerted you that i'm going to go after that company um two of my three um big recruitment
35:26campaigns were in uh the cranes business and um one of them had to do with the fact that they had
35:32built this large manufacturing facility and they um had an you know to hire 400 people and it was in
35:39the city proper and so they had initiatives that they had to you know to reach into the community to
35:44get workers and so that was um one of the articles that led me to calling them and the other one was
35:52um i think the same publication another business publication that had to do with the new chrysler
35:58plant that had been built in the city and then they just mentioned that the trucking firm that
36:03was working with that they just mentioned their name and i thought wow i bet they need people so i
36:06gave them a call and sure enough they did so so these were companies you were already doing business
36:12with i mean at least at that level one of them i had done business with a couple years ago because
36:17they're a tier one supplier and one of my morning drive people are very much into automotive so i
36:22had done a campaign with them it was more of a internal campaign because they had an event that
36:27they were celebrating so i was somewhat familiar with them but it was not the same contact that did
36:32that i did business with for the recruitment campaign so who who did you call and i'm going
36:37to ask this question of of everybody so who did you initially call what was your first phone call to
36:42to unlock those to unlock that business those businesses you're asking me yeah it was well i had
36:49worked with marketing director before and so it went from marketing to hr to the plant plant manager
36:55so the plant so somebody you would normally call on for advertising never would have got there yeah
37:01and and and what about you jessica who who are your first calls going to um normally it's the hr
37:07director depends on the industry if it's trucking then usually the director of recruitment safety
37:12training they tend to make those decisions talent acquisition director um i don't really work that
37:18much with the marketing side like i said they usually have a pretty totally different budget than that
37:24side so but that's usually my go-to title yeah yeah and and heather same same thing who who who's your
37:30first call usually to in your success well in our market kind of the owner of the company sometimes
37:36because you may know that person but trying to get into the hr director and i use linkedin a lot for
37:42that so you could really dig in deep and find who the hr director is and a lot of times you would get
37:50that second level person that assistant to the hr director and still just kind of explaining to them
37:55what we do how we can help they are also desperate that they will work you up the food chain as fast as
38:00possible because they're just they don't know what to do yeah so so real quick education for everybody
38:06so i think everybody probably including mark zalis has a uh has a linkedin subscription so what do you
38:13do to locate the hr person via linkedin what what's how do you do that so you basically go into the search
38:22bar and you basically type in like we have a starbucks plant here i did starbucks human resources and
38:30generally people will stop popping up and then oh go ahead yeah so it's that easy right use the
38:37search box and then how do you use connections like who who we have connections mutual of you know
38:44do we have any mutual friends do we have any you know our market is a little bit smaller so we are more
38:50of a who knows who and how do you know this person and that gets you in a lot more doors than just
38:56cold calling does got it and then do you will you contact them via linkedin or then do you
39:01pursue them via phone or email usually i phone is best for me i mean i will contact some with linkedin
39:07if that's the only avenue that i can get to that person with but i've had much more um success with
39:14straight up phone calls trying to get to that person if you have a name you can get way further in
39:19the food chain than you can if you just simply call up starbucks and say i need to talk to the
39:24plant manager got it trying to find that name having that name gets you right where you need to go
39:31it's cool so i'm going to ask ask this of nancy because nancy you've been selling radio and digital
39:36advertising for a while and you're you're really good at it so you're used to calling up marketing
39:43directors and the people make the advertising decisions so what are you saying when you're getting you
39:48know like the the plant manager the hr person who's not a marketing person how are you introducing this
39:55concept you know because you know you're no longer selling b2c advertising you're really working on a
40:02whole different level well it's interesting because they are more receptive to hear our um you know play
40:10whatever our story if you will because they are not having the success that they've normally had in
40:14the past with the traditional methods but um so i do explain that radio does a phenomenal job of
40:20reaching the working person we know that 90 of people don't really care for their jobs or would
40:26look for a better job if they had the heard the right message and so we do have so many great success
40:32stories with radio in in um recruiting and getting success so we just talk i talk a little bit about uh past
40:40campaigns that we have done and maybe name drop some similar uh industry names and to get their attention
40:47and that typically does it yeah gets you gets you in and and jessica same thing is
40:53is what what's getting you in the door i mean if you identify the right person you call now what's
40:58getting you in getting you in the door um it's pretty much the same thing like i'll i'll find out who the hr
41:04directories if i can't i even will just call and ask like who's in charge of your employment
41:10advertising like who places ads online print online wherever and they'll usually send me to the right
41:15person or that second in command and then i'll just kind of go into a little bit about you know
41:20why wait for them to go to job boards why not catch them as they're browsing the internet you know
41:25you don't see that that often it's not a concept that really is being used and it usually from there just
41:31goes right on up so i'm kind of the same way i use all kinds of same kind of tactics and and heather
41:36what do you what what do you say to get get the meeting you do you do a great job identifying who
41:42to talk to but then you got to get them to let you move to the next step what what do you do so i don't
41:48know how many other markets are using the love your next gig platform but that is the platform that we
41:54have really built around to where we really sign it as you know our community is a very tight-knit
42:00local community even though it's large everybody knows everybody still and so it's more about
42:05giving people a local avenue to that you're just not just some blurb on indeed or zip recruiter
42:11where you're one of these black and white printouts you know from here to kingdom come you have your
42:16video on our website that we're promoting across all six of our radio stations you get the promos with
42:22that you get um you get social media marketing along with that you get radio drive time radio where
42:29people are going to work and coming home from work from a job that maybe they're not so happy
42:33at um so we're kind of hitting them from all different angles and when i give them a little
42:38bit of blurb about local and how we can get in front of our listeners it really resonates with them as
42:44a more local approach as opposed to getting 250 applications from indeed none of which were qualified
42:51to work at your business yeah yeah and they're having pretty good results with that right yes yeah yeah and
42:58and i'll just jump ahead you're getting quite a few renewals from from that which is sometimes
43:03unusual with our our regular consumer advertising you're getting quite a few renewals on this yes and
43:08i even had one company that they're to work it up the food chain they're a larger company and they
43:14only wanted to sign three months because they've never done anything like this before
43:18and they actually came off for one month and they're right back on now because they only went off long
43:22enough to redo their pricing structure where they're going to up their pay so they just they
43:29came off for a month and then they're right back on so we've had a good result with that that that's
43:34awesome so nancy what objections are you hearing and so so it's one thing to explain it's one thing to
43:39identify the right person another thing to explain what we do and how we can help them what what are
43:43the objections you are hearing i do think that it's a little more expensive when they're used to in the
43:48past so they're yeah they have to kind of overcome that hurdle um and i've also had some people start
43:55to maybe try to when you present the whole campaign you've got some on air and you've got some online
43:59and you've got some social and then they might start just try to reduce the price by picking things
44:05out or me i'm not so sure about that station or i'm not so sure about whatever so it's it's not
44:10necessarily um the campaign itself but maybe the price yeah they might question some of the tactics you
44:16know it's funny i was going to ask holly we ran out of time with her is the businesses you know
44:22the 300 000 members are throwing a lot of money at you know finding people because they're desperate
44:30mostly through compensation you know a lot of a lot of things but it's funny is it still comes down to
44:37you have a good solution for them and and they're saying that seems like a lot a lot of money in the
44:42meantime is they just they just increased their payroll line by several hundred thousands of
44:49dollars because they're they're they're they're adding they're adding compensation so jesse we're
44:53getting a lot of a lot of questions about um what what you're actually presenting so we have so many
45:00resources and if you could be specific when you know these these you've sold a number of these what are you
45:07actually presenting to them solutions for uh for for the programs you have so with me i kind of go
45:15very low funnel so it needs to be lead generation it needs to be conversion based right because people
45:21need that application that's the one thing about recruitment campaigns is they don't actually care how
45:26many views and clicks they get they need hires they need someone coming in so i usually combine
45:33sdm for sure search engine has to be part of it um just because people are googling something that
45:39you're offering right driving jobs near me blah blah blah um that audience extension for sure like
45:45geofencing is a great way especially with staffing and what are you what are you geofencing what's what's
45:50the target area for the geofences it depends on the it really depends on the position like for um like
45:56if you're let's say you're going with a staffing agency then you would want to geofence maybe their
46:01competitors right because walking in there is someone that you don't want to hire you could
46:06even geofence warehouses right so you know they might be working at amazon they might not be happy
46:12and as they're on the lunch break they're seeing ads for where you're hiring for another warehouse so
46:15it just all depends on the type of job they're looking for if you're looking for maintenance tech
46:21you might want to do apartment complexes right somewhere there's maintenance help there um so geo
46:27so audience extensions a big part sdm and then i've also had you know quite a lot of success
46:32with targeted email as well i mean you're basically just handing out a now hiring flyer
46:38to a targeted audience so what what is the target um it would be like demographic like um if they're
46:45a job speaker what occupation they're in um you know it just all depends on what audience you're trying to
46:51hit and who you're trying to hire and that's that's one of my like um qualifying questions when i talk
46:57to someone is who's your ideal candidate who are you looking to hire you know and then we'll kind of
47:02build that audience from there but it's all very low funnel um just because they usually like i said won't
47:09want applications you know things like that want something to contribute to the campaign as they would
47:15with indeed when someone applies or or whatnot so yeah so we have we have quite a few people on call
47:22our colleagues of course what's the one word what is the one piece of advice that you would give
47:30everybody else in the company so that they could uh you know sort of emulate the success that you guys
47:37have someone like mark mark zales because again i don't mean to embarrass you mark says i am not the
47:42recruitment guy right and he brings in a ton of other business for us so recruitment isn't something
47:48he's focusing on necessarily but so what is the um what what nancy what what is the advice to get
47:56people really started on the on the road that you would have boy i i think that um probably being a
48:03detective and trying to find some of the people is is probably the biggest um the biggest challenge
48:10because because it's everywhere but the need is everywhere and there's an opportunity everywhere
48:14and i think you just have to do some due diligence and detective work to to find some people and
48:18then be persistent because they're so busy these plant managers are doing a million things like that
48:23yeah and and and uh heather what what's what's your advice because you've been i think of all of
48:29us you've probably been one of the most successful people in beasley in developing recruitment advertising
48:35i think it's it's a kind of a don't give up you know attitude of it's going to take you much longer
48:42to close this deal than it is say an event or a regular radio schedule or anything like that but
48:48these people this is not going away so if you can get these people and show them results long term
48:55they're going to stick with you for as long as they need and this none of this i don't think any of
49:00this employment issue is going away anytime soon yeah and i don't maybe even never so the great
49:06part about it is you're building a relationship with these people you're helping them it's all
49:10about fixing their problem and i go into it very open with them and that hey if if we get in three
49:16months and i've fixed your problem which is my job to do is to fix your problem if we hi if you hire
49:22enough people then you know you're done with us as far as radio and and digital marketing goes as far
49:29as that recruitment style but they've always just come back and just extended you know on yeah
49:35jessica so what what what's your advice because you've been you've been very good and you're you
49:40know relatively new so with the company at least not to recruitment advertising but new to the company
49:45what what's your what's your advice uh my advice would be to to make sure that you talk to them up
49:51front about expectations of the campaign because like i said a lot of these um companies that i work
49:58with they're looking for people to hire yesterday so especially when it comes to just doing the
50:03digital marketing campaign it takes a little while for it to build it takes momentum it's not something
50:08that we start on monday they're going to get applicants on friday you know so it's really
50:13building those expectations because they're looking at a whole different avenue than what they're used to
50:18they're used to people walking in the door and applying they're used to people like i said going to
50:22indeed or going to job fairs and doing that turnover so i think that that would be the main
50:28one and then also really explaining to them too and i think that nancy kind of hit on this but it's
50:32a job seekers market so you have to make sure that you're relating why would they want to come work for
50:38you what makes you different than the hundred other companies that are looking for the same position
50:44so it's having those hard conversations and setting those up up front so then whenever you know you
50:50start building the campaign start going you can start showing them hey this is working this isn't
50:54working or you know we recommend changing this but that would be my main advice with expectations
51:01yeah i mean that's really that's true with all advertising right i mean that's yeah that's that but
51:06that's that's so true here mark what questions what questions you have for this very very talented
51:11panel of our colleagues heather that talked about the starbucks plant in augusta did i get that right
51:19yeah yeah heather had to mention that in the beginning did you drop off one of the radio station
51:25coffee mugs to get their business put in the door actually well the weird thing is they're they're
51:32still in my hopper they haven't signed yet they are in my hopper get the coffee mug over there now
51:37i actually know the plant manager one of the plant managers there and that's another one of those
51:44linkedin connections that i kind of i tried the right i say the right route first i went straight
51:51for the hr director first and never got a phone call back never got a phone call back yeah i decided
51:56to call him and say hey are y'all having a problem or are y'all totally fine because they could be
52:00fine and he said oh no we we need some help so it's been starbucks is a little bit harder to
52:06yeah good idea with the coffee mug i will do that today just tell him you want to have coffee with
52:11him right yeah but don't tell him he doesn't know beans about advertising that would be that would be
52:17that would be wrong so thank you all of us and certainly and i would ask your permission if anybody
52:24has any questions about your particular business that you're doing with recruitment is it okay for
52:29people to to talk to you via email or give you a call on the phone excellent well well thank you
52:36nancy thank you jessica thank you heather you you guys are awesome and joining us next was is ashley
52:43grimm is going to jump on for a few moments hi ashley and she is going to talk about some of the
52:50resources that that her group has that that might help us in recruitment and us let me just bring up
52:56our slides which i think should be easy to do
53:01um i think can you advance those that that slide yep there you go one more and one more and you're in
53:13so ashley what you got so i had a conversation with the digital direct team and i want to say this
53:18was may and we talked about recruitment a lot and you kind of put together uh tactics that have been
53:26successful and what we've seen and so jessica shared a lot what i was going to point out because
53:32we were in the same conversation um but there's also some tips here just to build confidence about
53:37budget um and tactics so we know we've talked a lot about how you know recruitment is a recruitment
53:44marketing is is a big uh a big focus this year just what's going on in our world and just some
53:51things to think about to give you confidence about around budget the standard recruiting fee for
53:57agencies is between 15 to 20 percent of the first year's salary for a permanent job um and
54:03for harder jobs to fill up upwards towards 25 percent so just think about that cost when you're
54:09trying to justify a budget with us right so so i just want to make sure i i i i understand that so
54:15let's say it's a sixty thousand dollar a year job that somebody is recruiting for what is the client
54:23paying a recruiting firm how much of that what's that called of the salary so if my math is right
54:33there on a sixty thousand dollar job they're paying thirty thousand dollars uh um yeah thirty
54:38thousand dollars twelve thousand thank you that that's that's why they don't let me sell anything
54:43i'm not good at math so that would pay for a lot of recruitment advertising right yeah so it's just
54:49some things to think about there and then the cost of replacing an employee is there's a big cost there
54:56too for example the cost of the cost to replace a ten dollar hour retail employee is around three thousand
55:03three hundred and twenty eight dollars and then um the cost to replace a 40k manager is about eight
55:11thousand and the cost to replace a 100k ceo is about 213 000. so this is something you may not share
55:20with your advertiser but it's something just to know and to help you justify budget right when you're
55:27putting together the tactics that work very nice
55:33top recruitment industries we you know shared a lot of this today but trucking we've seen a lot military
55:39construction medical right now and there's a lot of other industries that have come up since may
55:44that have a big focus just to think about the marketing funnel with recruitment advertising you
55:51know our tactics fall in different different stages of the buying cycle right and it's important when
55:56you're just like jess said when you're setting expectations when you're putting these pieces together
56:02we want to make sure within the program that we put forward we have some solutions that are further
56:08down the buying cycle right so it can help let's help help the conversions in a shorter amount of
56:13time um because people want to see results pretty quickly with recruitment advertising and just keep
56:19keep in mind what the expectations are are they looking for you know form fills phone calls know that so
56:25we can point to that when we're you know talking about the results and then creative recommendations
56:31make sure if there's bonuses you put that in the creative strong call to action anything that's an
56:36incentive because you know we need to stand out with the creative right now above anything else
56:43and these are some of the some of the tactics and some of the solutions we put together
56:47just you know obviously this is not a bible this is just something to think about
56:52scm is important to have with recruitment advertising right at the bottom of the funnel can help convert
56:56quickly search targeting a little more further down the buying cycle when it comes to display
57:02geo fencing and then site retargeting obviously to convert more of the traffic that's going to the site
57:08and then um a little you know you can add on email marketing like jess said that's been very
57:12successful i shared that a couple months ago with you guys um targeted emails and then the video i
57:18shared last time is great because i'm sure you know they may have videos but they may not have videos
57:24towards recruitment this might be a great way to add on our video montage our turnkey video to this
57:30and then um just really really gear it towards recruitment excellent that's it guys i just want
57:38to share some tips and if you have any questions please reach out to ashley and her team and there's
57:43a lot of great resources and just as they're available on on beasley academy as a replay of today's you
57:50ought to know will be posted sometime midday tomorrow so uh you can you can share it so thank you ashley
57:56and thank you mark zalis you continue and remain an inspiration and you are awesome
58:05so thank you for for joining and co-hosting today and thank you for for everybody for joining us we'll
58:10see you next month i'm not sure of the date yet because i hate to say this next month is thanksgiving
58:17and that will probably change people's people's plans and and so we'll find a date and we will have
58:24do this again next month so thanks mark thanks thanks to everybody else who participated today
58:30have a great day
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