Back to last page Employer Solutions Challenge: Boost employer use of job advertising, wage subsidy and training programs at the Owen Sound, Walkerton and Collingwood, Ontario offices of HRDC. Solution: Sometimes a valuable and viable product or service is upstaged by sister products and services. This usually happens because it's not sufficiently differentiated through appropriate marketing activity to have its own identity and image. Although HRDC provides useful human resources services to employers, these were buried behind the popular view of HRDC as an agency that helped the unemployed. A new marketing campaign shed the bureaucratic image normally associated with the "employment office". We developed the Employer Solutions concept and logo, and took a friendly, helpful approach in all contacts with our prospects. Our strategy included: *A direct mail campaign to area businesses *Informative brochures showcasing the various employer programs. *An informative quarterly newsletter packed with tips. *A regular newspaper column on issues of interest to HR managers and employers. During the 6-month launch period of the campaign, "job order" (job advertising service) activity increased by 61% over the same period the previous year. Targeted Wage Subsidy program usage went up by 122%. And job orders in targeted employment areas (professional jobs, etc.) increased by at least 10% in all categories. Long-term recognition was extremely high. Many employers volunteered compliments and appreciation on the new approach. Back to last page