6 Common Mistakes Many Employment Providers Are Making

Over the past 10+ years I’ve had the privilege of working with many employment providers as a coach, trainer and consultant. Through these experiences, I've encountered several avoidable mistakes and gained valuable insights along the way. While I highlight some common errors, I recognise the challenges faced by providers operating with limited resources. Even more, the amazing work their staff do, and the daily adversity faced to make a difference in someone’s life. Nonetheless, it is crucial to continue to strive towards excellence in serving staff, employers, and customers.

Here are six of the most common mistakes employment providers must watch out for.

1. Not Creating a Reverse Marketing Strategy

One of the most common mistakes I encountered with many employment providers, is not having a reverse marketing strategy. Employment Consultants are expected to just figure it out on their own and magically secure job placements. While managers may ask their consultants to conduct one hour of reverse marketing per day, there’s often no clear plan behind it. There’s a lack of structure, processes, frameworks, scripts, or even a proper CRM system. On top of that, an employer pipeline is often non-existent, and it's often because staff may lack the skills to build one. It's crucial for each staff member to have a clear method and roadmap to ensure successful job placements.

2. Outcome-Driven Management,?Rather Than Process-Driven

“Do you have any job placements today?” One of the most common questions asked daily by employment services managers. It’s not easy being a manager whose targets depend on team performance. And it’s also challenging to see some team members not producing results and not be able to do anything about it. But pushing them harder isn't the answer – it only leads to decreased performance. Instead, it’s vital to stop micromanaging the outcomes and start coaching the process. Effective coaching will help the staff member become accountable for their job placements and reverse marketing activities. As a result, they will feel more empowered to reach their goals. Rather than constantly discussing job placements, guide the conversation toward the specific activities needed to achieve those placements.

3. Not Being Transparent About the Sales Side When Advertising the Job

Over the years, I’ve heard countless complaints from frustrated employment practitioners who felt blindsided by the cold-calling aspect of their job. To ensure the right candidates are drawn to the employment consultant position, transparency is key. The words “cold calling” and “cold canvassing” should be written in bold in the job ad. This may not attract as many applicants, but you will at least attract the right ones. At the end of the day, besides helping jobseekers get job-ready, an employment practitioner’s job is also about advocating for that person and helping them get in front of a suitable employer. If the role requires making calls to create job opportunities, this should be clearly communicated in the job ad and during interviews.

4.?Hiring People Just Because They Have Worked in Sales

I once consulted for a provider who had very high expectations for a business development consultant they hired because he was a top car sales rep in his previous job. To their surprise, he struggled to hit his job placement targets for six straight months. On top of that, they didn’t give him the training and support to succeed. You see, although this guy had amazing closing skills, he had never picked up the phone to make a cold call in his life. In his car sales job, enough people came to the showroom, and all he had to do was build rapport, identify needs, recommend, and close. But in this employment services business development role, he had to go out and find employers. It’s important to hire based on either having some experience in prospecting or on someone’s confidence, resilience and drive. But most importantly, their values should include a desire to make a difference in someone’s life. This strong purpose is often enough to compel them to pick up the phone and put their fears aside.

5. Not Giving PPS Job Placement Targets

Repeat business and referrals thrive on strong relationships and trust. PPS (Placement and Post-Placement Support) consultants play a crucial role in fostering these connections. They are often the primary point of contact with employers, maintaining ongoing communication and understanding their needs. PPS consultants have unique insights into employer preferences, work environments, and specific job requirements. They can identify opportunities beyond the initial placement, such as additional roles or contract extensions. By recognising the potential for repeat business, PPS consultants can actively contribute to the organisation’s success. To incentivise PPS efforts, consider setting placement targets specifically tied to repeat job placements. These targets should reflect the number of placements resulting from ongoing relationships with employers. Encourage PPS to focus not only on sustainable outcomes (which are very important) but also on nurturing long-term partnerships. This approach benefits both job seekers and employers.

6. Not Providing Adequate Training to Staff

Your staff are the backbone of your employment provider. Working in this industry can be incredibly fulfilling, but it's no walk in the park. With a turnover rate of 41%, double the national average, it's clear that something needs to change. To truly support staff and keep them motivated, it’s important to invest in their development. This means providing comprehensive training for both employment consultants and their managers. Unfortunately, many providers fail to offer adequate training, or only provide training that is generic. If you want to succeed at becoming a quality provider, consistent training should be ingrained in the organisational culture. This also goes beyond annual training sessions; it involves ongoing coaching, mentoring, and practical implementation.

To conclude, while I’ve highlighted some of the most common mistakes I’ve seen over the years, it’s necessary to acknowledge that many high-performing providers have successfully addressed these issues and are doing an outstanding job. Their dedication to continuous improvement and care for their staff, employers, and job seekers’ success serve as inspiring examples for the industry.

Author's Bio

Rana Kordahi

Rana Kordahi specialises in sales and reverse marketing training, coaching and strategy. For the past 10 years, she has coached and trained countless employment practitioners and their leaders?to achieve remarkable success when it came to helping more people into work. Rana has been featured as a Top 15 Sales Experts to Watch in 2021 by The Australian Business Journal, as well as Top 27 Sales Influencers You Should Follow in 2024 by Salesforce.?

Are you an employment services?leader looking to boost your team's performance and enhance their reverse marketing techniques? Schedule a quick 20-minute chat to explore how we can support you in achieving your goals. No strings attached, just a friendly chat to see how we can collaborate and help you drive job placement success.