A L T I T U D E AN ELEVATE MARKETING ADVISORS PUBLICATION
VOL
02
Recruiting + Retention FALL 2023
E LE V AT E M AG AZI N E PRINCIPALS Jen Newman, FSMPS, CPSM Doug Parker, FSMPS, CPSM
CONTACT US info@elevatemarketingadvisors.com
elevatemarketingadvisors.com linkedin.com/company/ elevate-marketing-advisors/
ABOUT ELEVATE At Elevate Marketing Advisors, we push firms to uncover their true differentiators based on purpose, culture, and experience. We’re driven to help people and firms realize their beyond.
OUR TEAM SE R V I C E S
Jen Newman, FSMPS, CPSM
•
Strategic Visioning
Principal + Founder
•
Business Development, Marketing, and Social Strategy
Doug Parker, FSMPS, CPSM Principal + Founder
•
Training Program
•
Marketing Plans
Cindy Roth
•
Market and Client Research
Associate Principal + Communications Strategist
•
Business Development Plans
•
Coaching
•
Marketing Campaigns
•
Brand Development
Nici Stephens
•
Client Perception Studies
Marketing Strategist
•
Cohort Programs
•
Business Development, Marketing, and Team Audits
•
Client Experience
•
Fractional Leadership
Carla Thompson, FSMPS, CPSM Sr. Marketing + Business Development Strategist
Julia Lang Social Media & Marketing Strategist
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FROM DOU G + J EN
Recruitment and retention stand as paramount
works with clients to align strategies to pinpoint
challenges according to A/E/C industry leaders. As
the talent they seek by crafting intentional and
per a recent Elevate poll, a staggering 85% of firm
persuasive job postings that are foundational
leaders have underlined the persistent and ever-
to targeted campaigns. We also design retention
pressing concerns of recruitment and retention. In this
programs that yield tangible results and are
edition of Altitude, we dedicate our focus to equipping
integrated into a firm’s overall employee
you with the knowledge and tools required to fortify
experience program. With these strategies in
your hiring and retention strategies to ensure they align
place, you can secure the professionals your
with the unique culture of your organization.
team needs to flourish.
A robust recruitment and retention strategy revolves
We hope our insights, and those of our guest
around three key pillars: attracting the right talent,
columnists, offer you the strategic roadmap
cultivating a gratifying employee experience, and
your firm needs to tackle the ongoing challenges
fostering an environment where continuous employee
of recruitment and retention successfully. And
feedback thrives. To offer greater insights, we’ve
now, as always, we are here to help!
engaged expert guest columnists to share their perspectives and advice on the art of discovering,
— Doug + Jen
recruiting, and securing the perfect additions to your team. At Elevate, we recognize the interplay between culture, recruitment, and retention. Your organization’s distinct culture and strategic goals should serve as the bedrock
45% of employers say they can’t find workers with the skills they need. – Manpower Group
for your recruitment and retention endeavors. Elevate
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ELEV AT E D REC RU I T M E N T ST RA T EGY Building Your Unique Talent Ecosystem
Recruitment goes beyond merely filling job openings; it’s a pivotal process that shapes your organization’s quality, diversity, and long-term prospects. It also forges the future leaders who will steer your company toward continued success. Central to recruitment is aligning your hires with your firm’s purpose, emphasizing cultural fit (*see call out box) and seeking candidates who share your vision, values, and aspirations. By making cultural alignment a priority, you empower new team members to seamlessly integrate into your workforce, enabling them to make meaningful contributions quickly. This approach also fosters contentment in their roles, ultimately transforming them into star performers and loyal brand ambassadors.
Cultural Fit Cultural fit is a concept that has gained significant attention in the workplace in recent years. It refers to the alignment of an individual’s values, behaviors, and work style with those of the organization they are a part of. While cultural fit is undoubtedly essential for a harmonious and productive work environment, it’s crucial to clarify that it does not mean we all have to look or think the same way. In fact, the true beauty of
What Distinguishes Your Firm?
cultural fit lies in celebrating diversity
In the fiercely competitive landscape of recruitment, there’s
within the context of shared values
no one-size-fits-all approach for job seekers. The employee
and goals.
experience, along with ongoing satisfaction throughout their journey with your organization, plays a pivotal role. This involves providing meaningful work, soliciting feedback, offering recognition, rewarding initiative, and fostering a supportive culture. Individually, these factors are significant, but collectively, they set your firm apart from the competition. Crafting a comprehensive recruitment program with compelling, branded messaging caters to the broad spectrum
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of job seekers while also acknowledging the individuality of each potential hire. This approach helps your organization stand out in a crowded market. In a tight labor market, striking a balance between incentives and candidates’ values is vital. Successful recruiters take cues from industry leaders and leverage various tools to source talent. According to a recent Jobsite Recruiter national study, 47% of internal recruiters focus on building brand awareness and sourcing candidates on social media; 21% use the company’s website careers page; and 12% concentrate on marketing and advertising.
The Power of Branding
BUILD YOUR LEGACY
Just as you brand your company, it’s equally crucial to brand your recruitment efforts. Branding fosters a consistent and compelling image of your organization as an employer of
APPLY NOW
choice, building trust, credibility, and loyalty among potential and current employees. It’s instrumental in conveying your culture, values, and mission to candidates and staff. To brand
AS A VETERAN, WE KNOW YOU’RE DRIVEN TO MAKE A DIFFERENCE When you join the TTL team, you are part of something bigger, can make a difference in your Two weeks paid vacation
brand identity and voice; create and distribute relevant, engaging
mentoring to ensure your success. AS A MEMBER OF THE TTL TEAM YOU CAN:
100% paid for health care plan including dental
content; and establish goals while continuously measuring and enhancing your recruitment performance. (Pro note: This is a
veterans gained during their military experience including perseverance, hard-work, leadership, and collaboration. At TTL, we provide the opportunity for you to grow this skills and provide training and
your recruitment efforts effectively, align your recruitment strategy with your organizational goals; define your employer
community, and have the opportunity to leave a legacy. TTL recognizes the valuable skill sets
401k retirement plan with company matching
great opportunity to engage your marketing team.)
•
Be part of something bigger and make a difference in your community
•
Leave a legacy and watch the projects you work on take shape
•
Build a meaningful, lifelong career with work that matters
•
Gain skills and expertise through on-the-job training and mentoring
•
Earn the respect of your peers
•
Work with your hands
•
Collaborate with a team
•
Try something new everyday
•
Be supported as a reservist
Watch Our Video Watch Our Video
T TLUSA.COM
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More than 80% of HR leaders attest to the transformative impact of branding on their talent attraction capabilities, according to Undercover Recruiter. Once you’ve branded your recruitment program, design campaigns that resonate with your brand and are purposeful. Start by: » Setting clear goals with measurable and achievable KPIs – what results are you aiming for? » Creating taglines and a logo that adhere to your corporate brand guidelines. » Developing messaging that reinforces your corporate brand while standing out. » Incorporating your new recruiting brand into all recruitment materials and communications. » Understanding your target audience, including generational messaging, to appeal to a broad pool of candidates. » Leveraging all available marketing tools and channels to promote your campaign internally and externally. With this refined approach, you’ll not only recruit talent but also cultivate a loyal, thriving, and diverse workforce that embodies your organization’s core values and objectives.
The Value of Team Culture As you actively engage in strategic recruiting campaigns, consider the invaluable resources within your organization – your team members. Cultivating a cadre of in-house ‘doer-recruiters’ not only offers cost-effective advantages, but also reinforces cultural alignment and opens doors to potential candidates that might otherwise remain
IGNITE YOUR FUTURE. At Elevation Land Solutions, we’re fueled by creating community and transforming lives. Our internship program was designed with energy and enthusiasm to spark passion in young professionals eager to dig into the world of land development. As a member of Elevation’s IGNITE experience, you’ll expand your knowledge and build valuable skills to propel your future. elevationlandsolutions.com
undiscovered. Just as your clients prefer working with familiar faces, your employees are inclined to collaborate with individuals they know and trust. Empower and incentivize them, providing the tools to spark their enthusiasm for finding your next exceptional hire. A robust “refer and earn” in-house program can be the catalyst for motivating your stellar team. » Enhance Your Incentives: Supercharge your referral program by offering more enticing incentives that resonate with your team members. » Maintain Program Visibility: Don’t let the referral program fade into the background after onboarding. Keep it front and center in your team’s daily thoughts. » Cultivate ‘Doer-Recruiters’: Transform your employees into proactive recruiters through comprehensive training, empowering them to actively engage in the referral process.
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» Celebrate Successful Referrals: Show appreciation when a referral by a team member leads to a new hire. Celebrate these victories to foster a culture of recognition and participation.
Are your company values clear during recruitment?
While generational differences and motivations within the workforce are vast, an astonishing 67% of candidates express
» Ensure you have a set
a desire to join a team that embodies diversity in terms of eth-
of values and how they
nicity and age.* Key tactics to attract the ideal cultural
translate to the role
fit include:
» Include a page within your website about your company
» Website Enhancement: Revamp your website to showcase diversity, illuminate your company culture, and emphasize distinctive qualities. » Social Media Amplification: Leverage the power of social
values » Reference these company values in any advertising for the role
media to spotlight your unique culture, acknowledge
» Discuss the values and how
outstanding team members, and highlight what sets
your culture is during the
you apart. Consider using video content to provide a captivating glimpse into your team. Encourage active engagement from your employees by encouraging them to share and comment on every post. » Career Site Vigilance: Monitor third-party career sites to gauge your competitive standing and ensure that your brand is accurately represented and in line with your vision. » Networking Opportunities: Actively seek out career fairs, professional associations, student organizations, and
initial interview » Ask questions that relate directly to these values » Ensure you have a solid onboarding process that involves cultural orientation » Schedule a meeting within their first month in the role to discuss further
recruiting events as valuable platforms for connecting with potential candidates while representing your firm. Unlock the untapped potential of your team’s culture and witness the positive impact it can have on your recruitment endeavors. It’s a dynamic approach that aligns talent acquisition with your organization’s core values and aspirations.
Click here to download our free e-book on how to elevate your Refer and Earn program.
Notes, Citations *per Glassdoor, Hill and Recruiting stats
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Your Marketing Team’s Value to Recruiting Engaging your marketing team in your recruitment brand efforts is crucial for several reasons. First, marketing professionals typically have the expertise to craft compelling narratives and visuals that can effectively convey your company’s culture, values, and opportunities to potential candidates. Their skills in branding and storytelling can help create an attractive and authentic employer brand. Additionally, your marketing team can leverage their knowledge of digital platforms and social media to reach a wider and more targeted audience of potential recruits, increasing the visibility and appeal of your organization as an employer. By involving marketing in your recruitment brand
acquisition strategies. Involving them in recruitment branding not only strengthens your ability to attract top talent but also ensures that your messaging resonates with the right candidates and aligns with your company’s broader brand identity. If you lack the internal marketing resources to assist you in your recruiting efforts, Elevate routinely audits and refines existing recruitment programs and creates viable strategies with achievable and accountable recommendations to help clients reach their hiring goals. Reach out today to schedule an audit and get prepared for 2024. For more information on the importance of campaigns and how to get the most out of each initiative, refer to Altitude, Volume #1 which features the detailed article “The Art of The Campaign”
efforts, you can ensure that your messaging and content align with your overall brand strategy, enhancing consistency and authenticity in your employer branding initiatives. Furthermore, marketing teams are adept at analyzing data and metrics to measure success and can apply this knowledge to measure the effectiveness of your recruitment branding efforts, allowing for datadriven adjustments and improvements in your talent
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I MPR O V E Y O U R J O B P O ST Tips for a Better Job Post Template Guest Author: Katrina Kibben, Three Ears Media Have you used a government
eighth-graders today could create
downgrading the one piece of
website lately — like the IRS or
something more slick.
marketing that will be seen on
DMV? I swear it seems like these
more than just the careers site.
were created on someone’s laptop
Sure, when I was 16, we were used
Yeah, you guessed it — I’m talking
as some kind of ruse. Every time I
to clunky websites with simple
about the job posting. Companies
have to enter personal information,
HTML. Today? My expectations
default to a job post template that
I triple check the code and Google
(and everyone else’s) are a little
tells people what to say instead
“is this real,” just to make sure
higher. When we see clunky digital
of the information that is most
I’m not giving my identity away to
experiences, our first instinct is to
important to convey and can’t
someone who figured out how to
think that you’re going to end up
figure out why people aren’t dying
redirect a domain.
with a Comcast account in some
to work there.
rural town you’ve never heard of As someone who created their
before.
own company website and a few others for friends, I don’t quite understand why a government with billions in funding can’t figure out how to create a website experience that doesn’t look like I could have created it in an
Or worse, companies start every single post with the exact same
Bad Job Post? Bad Candidate Experience So, tell me why, when companies want to hire “top talent,” they create a terrible experience,
content, damaging both their reputation and SEO. Don’t think that matters? Try searching a generic word like “sales” on your careers site and scroll down the list. Do you see 15 jobs all with the
eighth-grade class. Hell, most
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exact same preview sentence?
Start your posts with a job
Now, put yourself in the seat of
pitch that can help your
your consumer — the candidate.
candidates identify the most
How can they easily decide which
important information for them,
job is for them with your “About
not your company story. That first
Us” taking up this important real
sentence should include the job
estate? How do you help them
title, location, and salary. Then,
self-qualify? Open 18 windows and
write about everyday activities
carefully read each and every one?
and mandatory requirements. All
I think not.
of these are key details to making a decision about if someone
Google reads it the same way.
even wants the job and can
Multiple pieces of content with
help unqualified candidates
the exact same opening paragraph
understand they shouldn’t apply.
won’t ever rank in search. When
After that, I don’t really care what
Google scans this content, it
you write – as long as you’re not
sees a duplicate and ranks it
copying and pasting from some
accordingly, so you’ll end up
other posting.
spending more every year on your posting, especially for high-volume
Give your candidates the
hiring where you use the same
information they need to make
post year after year.
a decision about their job first, not about your company to see
Start Your Job Posts with A Job Pitch Instead If you want a better job post template, don’t create a system where every single post begins with your templated (read: lame) About Us paragraph. No one reads that anyway and at this point in the job search experience – aka discovery – most people are just trying to find the job that’s right for them. They don’t really care who you are.
more (qualified) candidates apply to your jobs.
Want to learn how to write a great job post? Download this free e-book from Three Ears Media.
Katrina Kibben Three Ears Media Founder Three Ears Media teaches recruiters to write unbiased job postings that generate qualified applicants faster. Katrina Kibben is an award-winning writer and keynote speaker known for helping hiring teams write inclusive, unbiased job postings that help them hire the right person faster. Before founding Three Ears Media, Katrina was a CMO, technical copywriter, and managing editor for leading companies like Monster.com, Care.com, and Randstad Worldwide. Today, they are frequently featured as an HR and recruiting expert in publications like “The New York Times”, “Chicago Tribune”, and “Forbes.” Kat travels the country in an RV while dividing time between North Carolina and Colorado with the dogs behind the name Three Ears Media.
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Register Today - Room Block Closes November 30th
experience
Are you ready
to network with A/E/C
peers and create resiliency for your firm?
Benefits of attending Altitude: » Building a national network of industry peers.
Not surprised that this was an awesome event. Elevate is the best in the business. It helps when you have such a great group of leaders congregating in a ridiculously beautiful place.
» Discussing trends, challenges,
and solutions with other A/E/C firm leaders. » Focusing on you and
- Dave Rancman, PE
your business in a serene environment. » Special time and activities
with your spouse/guest. » New this year: Emerging
Leaders Group!
President, CEO H2R Corp
February 19-21, 2024 Sedona, Arizona Enchantment Resort
www.elevatemarketingadvisors.com/altitude
C-SUITE PERSPECTIVE: What is the top thing that helped increased results in your recruiting efforts over the last year? “We’ve focused on communicating the Brand Experience of DAHLN – starting early in the communication process with personal conversations about who we are and what the priorities are in working here.” — Nancy K. Keenan, AIA, LEED AP President DAHLIN Architecture I Planning I Interiors “Our robust internship program.” — Randy C. Landry Chief People Officer T. Baker Smith “Without a doubt, it’s been hiring an internal recruiter who has been laser-focused on tight job descriptions, candidate qualifications, internal and external responsiveness, and consistently promoting our culture. The second is upping our activity on social media.” — Buckley K. Williams, CCCA, Executive Vice President, Shareholder England-Thims, & Miller “Having dedicated recruiters on our team, creating a process, training on the process, following the process, evaluating the process, and then repeating.” — Lauren C. Atwell President & COO Petticoat-Schmitt “Reaching out to candidates directly and asking them to apply.” — Jim Poland VP & Corporate Director of Human Resources TTL
“Connection and face-to-face interaction whether through college career fairs or LinkedIn leads – building the relationship and then eventually flying candidates to our office. Online social media brand awareness has solidified our presence and validated us as well.” —– Brian Sielaff, PE, SE, PENG CEO, Managing Member Tamarack Grove Engineering “We are beginning our recruiting season sooner and recruiting continuously with great results.” — Elizabeth Stolfus, PE, FACEC CEO Stolfus & Associates “Remaining on top of the applicant, turning around responses, and processing their information quickly while still going through a rigorous vetting process. Being actively engaged and responsive to the candidates has made a lot of difference to retaining their interest and has resulted in some solid hires.” — Clive Bransby CEO CCS “Creativity has been the cornerstone of our recruiting success in the past year. We’ve witnessed an extraordinary shift in the job market, with higher starting salaries and sign-on bonuses becoming the norm. To adapt effectively, we harnessed creativity through employee referrals, expanded networking, personalization, flexibility and innovation, marketing, and social strategy. We remain agile and committed to evolving our strategies to meet changing trends and job seekers’ needs.” — Emma Parker Kelder Vice President, Strategy + Marketing Rogers-O’Brien Construction
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THE I M P A CT O F D E I O N RE CR U ITIN G A ND R E T E NT I O N Guest Author: Asheya L. Warren, FSMPS, CPSM, PRAXIS Strategic Consulting
Understanding the impact of
matrix that breaks out all
work of our industry, building the
Diversity, Equity, and Inclusion
segments of their staff, cross-
world around us.
(DEI) on recruiting and retention
referencing career levels with both
in the A/E/C industry has
race and gender. Some of this is
multi-faceted implications.
unbeknownst to marketers and
From project selection to firm
business developers who may
operations, our unique
be doing their best to position
organizations have numerous
the team only to be caught in the
lenses through which to consider
crosshairs of policy evaluation.
DEI. From a project perspective, we all must comprehend the
Additionally, firms are struggling
selection process, particularly in
across the country with
public work where team member
bandwidth and pipeline issues.
makeup, M/WBE requirements,
On the construction side, skilled
and individual roles are included
project professionals like
in the evaluation process.
superintendents are concerned
Additionally, on the procurement
with workforce depth over the
side, some entities analyze
next 5 to 10 years. This article
internal workforce composition
explores the impact of DEI on
where firms must complete a
recruiting and retention and considers those impacts on the
Recruiting For years, professional services, particularly in the A/E/C industry, have been dominated by a specific demographic. Entry into the technical field is often overshadowed by preconceived notions and stereotypical archetypes of who can succeed. Usually, this is exacerbated by the recruiting efforts of seeking students from known or related higher educational institutions, often resulting in a homogenous pool of internship candidates and job placements. For non-technical business services positions in the
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A/E/C industry, of which there are
» In the past three years,
licensure and certifications are
plenty – accounting, legal, finance,
there has been a significant
absolute requirements,
marketing, communications,
uptick in recruiting at
particularly for architects and
administrative, human resources,
minority-serving institutions.
engineers; however, are there
business operations, information
Specifically, organizations
equivalent certifications, lived
technology, etc. – our industry has
are finally realizing that
experiences, etc., that might even
still not taken the opportunity to
historically Black Colleges
provide more value for project-
redefine our recruitment
and Universities (HBCUs),
based positions in design and
practices. Some tactics to broaden
which have been a long-
construction positions? Are those
your recruitment sources include:
overlooked source of
job descriptions crafted in a
college-educated talent for
manner that alienates potential
over 100+ years, produce
candidates?
» Expand beyond the typical universities and programs
well-trained talent. Additional
you often interact with or
focus on recruiting at
Understanding the nuanced
have alumni representation
predominately Black
impact of language and
from. Consider local
Institutions (PBIs)1, Hispanic-
perception is critical. For
community colleges and
serving institutions (HCIs),
example, reframing by changing
alternative leadership
and Tribal Colleges and
“must have” to “preferred”
programs where students
Universities (TCUs) has also
qualifications could broaden
may need to be made aware
been noted. Despite this
greater candidacy for women*
of the possibilities of career
incremental shift, noticing
and marginalized people.
paths in A/E/C.
the recruitment calendars
» A mid-career level, seasoned
of many A/E/C firms this
Because the A/E/C industry is
non-A/E/C business
fall season still indicates a
historically male-dominated,
professional might be an
significant gap in targeted
understanding the psychology of
ideal hire to leverage outside
outreach and engagement
a woman or person of color to
experience to interrogate,
with these institutions, which
attempt to apply for a position in
modernize, and innovate
can conflict with the diversity
our industry while battling
your existing business
messaging many firms have
preconceived notions about that
practices. Instead of school
espoused.
industry is an uphill battle we can’t
or program-based recruiting, consider prioritizing skills
afford amid our current workforce shortage. To dissect that further,
may look slightly different
Recraft your Job Description
and require additional work
Evaluate your existing job
requirements to be successful
to probe, define, and identify
descriptions. Does an entry-level
in the position or a gatekeeping
transferable skills.
position really require a 4-year
method.
first. In our industry, that
we should interrogate whether or not qualifications are genuine
college degree? In our industry,
»
Notes, Citations *women-noting gender assumptions in terms of job-applications 1. US Department of Education – Minority Serving Institutions. PBIs have undergraduate full-time enrollment (FTE) of at least 40% African American. Many PBIs were predominantly White institutions and are now designated as PBIs due to changes in the student body composition. PDF
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This concept is further highlighted
if you don’t have the freezers,
Life-Cycles of People vs. Projects
by the “degree gap,” also referred
everything will melt,” – meaning
Recognize that current and future
to as the “paper ceiling,” where job
that the conditions to maintain
college graduates are no longer
postings unnecessarily require a
the workforce are equally as
being trained to stay in positions
degree for a position. This concept
necessary the initial sourcing.
for the long haul. Most college
directly conflicts with some of DEI
Often, our zealous recruiting
career centers advise recent
initiatives. According to research
efforts may successfully bring in
graduates to spend 2-3 years in a
by Opportunity @ Work: “70%
diverse new team members, but
position before transitioning to a
of US jobs require a bachelor’s
their tenure or success rate is
new opportunity. This
degree, less than 50% of the
short-lived.
recommendation is driven by
workforce has one. And the effects of degree inflation are distributed
Here are some considerations and
disproportionately: Requiring a
tips to ensure that your retention
degree eliminates 76% of Black
efforts are equally as robust as
workers, 83% of Latinx workers,
your recruitment efforts:
81% of rural workers, and almost 70% of veterans from
Alignment
talent pools.”
What you sold and represented as the culture of your organization
Skill-Based Interviews For some, including introverted personalities or neurodiverse individuals, interviews can be stressful, anxiety-inducing experiences that may hamper the ability to showcase true capabilities. Instead of traditional interviews, consider introducing scenario-based exercises to evaluate problem-solving skills, logic, and thought processes.
Retention Retention and recruitment in the A/E/C industry are two sides of the same coin. A friend of mine, Toni Howard Lowe, SHRM-CP, PHR, Global Chief DE&I OfficerHuge Inc. and DEI Strategist, often shares, “You can ask me to bring in 21 flavors of ice cream, but
during the recruiting process (i.e., values, practices, philosophies, etc.) versus disconnects with real-life experiences, particularly for people of color, differentlyabled team members, and women. Welcoming As we expand and reframe our recruiting qualifications and
salary increases, the ability to
practices, ensure your
ascend to higher-level positions,
organization supports individuals
and diversifying their work
from diverse backgrounds by not
experience. What may have been
treating them as experiments or
interpreted as “job-hopping” 10
charity cases once hired. Develop
years ago is now commonplace
a holistic onboarding process for
– this human capital shift can be
new hires, as well as existing team
jarring for seasoned A/E/C
members, to ensure retention
professionals as long tenures
best practices that consider
no longer hold the same value.
these sensitivities.
Correlating this attrition rate with the life-cycle of an A/E/C project, which can easily exceed three
16
years for larger projects, is worth
recovery programs, it is no
exploring regarding the impact on
different when addressing
project delivery. Recognizing the
inclusion issues. Having
possibility of the shift, our teams
appropriate language for DEI
need to be more conscious of
initiatives can help us accept and
creating depth within positions
make progress toward more
and responsibilities, collaboration,
inclusive A/E/C work environments.
and removing silos. Creatively Mitigate Building Culture
Recognizing that glass ceilings are
Broaden and redefine your
highly prevalent in our industry,
company culture-building
for a variety of reasons, evaluate
activities; often, individuals from
your internal leadership
diverse backgrounds are already
development programs and
“othered” and marginalized within
upskilling strategies. This differs
organizations. Some activities may
from establishing mentorship
not be universally welcomed or
programs, which can hinge on
participated in, so evaluate what
perceived potential or
activities can genuinely connect
possibility, versus demonstrated,
with your entire workforce or
tactical skills-based credentials
explore other opportunities for
that can be bolstered and
direct relationship cultivation.
leveraged through sponsorship.
Mind the Gaps (and Barriers)
Transparent Succession
Readiness gap, opportunity gap,
Planning & Internal Pipeline
degree gap/paper ceiling, glass
Creating an internal pipeline to
ceiling … while it may seem like
fill higher-level positions can be a
new terminology is entering the
mutually beneficial tactic for
workplace lexicon, data analytics
retaining employees. In tandem
and statistics are helping us
with upskilling, aligning the
recognize and identify trends and
development of the internal
barriers that have existed for
pipeline with the work of
decades. Knowing that admission
employee resource/affinity groups.
Glass Ceiling An intangible barrier within a hierarchy that prevents women or minorities from obtaining upperlevel positions. Paper Ceiling (n) The invisible barrier that comes at every turn for workers without a bachelor’s degree. Readiness Gap Ability of workforce to meet new demands. 74% percent of organizations say reskilling the workforce is important or very important for their success over the next 12–18 months, but only 10% say they are very ready to address this trend (according to research by Deloitte). Opportunity (Achievement) Gap The way uncontrollable factors can contribute to lower rates of success in educational achievement, career prospects, and other life aspirations.
is the recognized first step in reputable intervention and
PRAXIS Strategic Consulting (PRAXIS) operates at the intersection of strategy, equity, and marketing through a unique skill set that provides unmatched value and proven results to organizations serving the built environment. PRAXIS offers industry-tailored consultation and DEI (diversity, equity, and inclusion) strategy development for A/E/C (architecture/engineering/construction) and CRE (commercial real estate) firms.
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LE T’S GET PE RSONAL meet nici stephens What’s your role at Elevate? I primarily focus on marketing and recruiting within the A/E/C industry. With 18 years of experience in marketing for firms, I’ve been involved in a range of areas including strategic planning; marketing planning and budgeting; marketing and recruiting strategy including campaign development and execution; communications; social media and digital content development; website development; graphic design; and project pursuits. As a consultant, I bring this diverse experience to help clients achieve their highest potential through creative, thoughtful approaches to marketing and recruiting.
Who inspired you to pursue the career you have today? I come from a family deeply rooted in the civil engineering profession with several family members – including my father, sister, grandfather, uncle, cousin, and brother-in-law – all contributing their expertise to this field. My academic journey initially led me to study architecture for three years in college before I transitioned to a career in marketing. My first professional role after college came full circle when I joined a prominent west coast A/E firm. What I find particularly fulfilling about my role in the A/E/C industry is the opportunity to actively engage in the forefront of business by leveraging my creative skills to help companies achieve their strategic objectives.
What’s the best advice you can give to someone who just started their career? Adopt a mindset of lifelong learning. Don’t stand still. Keep growing, exploring, and remaining open to opportunities that come your way. The world is changing fast, especially in fields like marketing, so it’s essential to keep educating yourself, connect with peers in the industry, and push yourself to continually grow in your chosen field. Now, some specific advice for working moms: you can advance your career while nurturing your role as a parent. Be your own advocate,
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both for your professional aspirations and your family’s well-being. Recognize your immense value and significance in our industry. Instead of chasing the elusive notion of work-life balance, which often feels frozen and unattainable, strive for work-life harmony. Stay true to your values and priorities and be your own champion!
What’s your favorite activity? I have a genuine love for reading, which is my absolute favorite way to unwind. Last year I managed to devour over 115 books! When I’m not engrossed in a good book, you’ll often find me enjoying quality time with my husband and our daughter. Being a mom to an active 11-year-old, my main hobby seems to be chauffeuring her to her various activities. Additionally, I’m involved in my community as a member of our school’s PTO board of directors and as a board member of the Coastal Performing Arts Foundation, which strives to promote inclusive arts and performance opportunities for our community. During downtime, my family and I relish moments at the beach, the lake and enthusiastically support the Dodgers.
If you could meet anyone, who would it be? I would cherish the opportunity to meet my great Grandmother, Anna Ringstmeyer. She was an extraordinary woman, as I’ve heard from the stories passed down through generations. She possessed unwavering strength and not only immigrated from Germany, but embarked on homesteading in South Dakota at the turn of the century and raised nine children. She conquered formidable challenges, from carving out a homestead in a challenging environment to adapting to a new country and weathering the hardships of the Great Depression. Her resilience in the face of such adversity remains a source of inspiration. Aside from her strength, I love hearing stories about her distinctive style; she was rarely seen in town without her hat adorned with large distinctive flowers! It’s truly inspiring to think that I am connected to the rich tapestry of strong women who came before me.
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E N GA GE W I TH EL EVATE WE WANT TO HEAR FROM YOU:
PODCAST
What are the biggest concerns your firm sees going
Jen Newman addresses modern ways to find
into 2024? Please rank the following from 1 (most
marketing and BD staff amid today’s challenges in
concerned) to 5 (least concerned).
the “Marketer’s Take Flight” podcast. She presents
» Recruiting + Retaining Top Talent » Scaling Operations through Growth » Developing Current + Next Generation Leaders » AI - Applications + Risk » Market Fluctuation
the importance of determining what your firm actually needs, how to align roles with strategic goals, and new approaches to find the best talent for the role. In this competitive marketplace, it’s time to get creative and throw out the same tired – and unsuccessful – methods you’ve used in the past. Link to Jen’s Lindsey podcast: https://www. marketerstakeflight.com/2022/12/21/stop-looking-
TA K E O UR P O L L
for-marketing-coordinators-do-this-instead/
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RESILIENCE UNVEILED: E l e v a t e’s J en N ewm a n I m pa rts K e y I ns i g h t s in Insp ira ti ona l Ke ynote
On the prestigious stage of the SMPS Amplify A/E/C National Conference, held August 11, 2023, Jen Newman, FSMPS, CPSM, Founding Principal of Elevate Marketing Advisors, delivered an awe-inspiring keynote that revealed the transformative power of resilience. The keynote left the audience with key insights to navigate the trials and tribulations of life and business. The keynote, titled “Raising Your Resiliency,” captivated an eager audience of A/E/C industry professionals, providing them a fresh perspective on how to navigate the most challenging of circumstances with courage and determination. Following the keynote, SMPS President, Dana Galvin Lancour, FSMPS, CPSM, sat down with Jen for a vulnerable discussion. Check out Jen’s keynote here: https://www.youtube.com/watch?v=emFHKaENcPI Read more on our blog: https://www.elevatemarketingadvisors.com/post/resilience-unveiled-elevate-s-jen-newman-imparts-keyinsights-in-inspirational-keynote Need a keynote for your upcoming conference or corporate event, reach out to Jen directly at jen@elevatemarketingadvisors.com
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I N TH E NEWS we’re keeping our eyes on news and trends to keep you up to speed
R&D Amortization Since the beginning of 2022, companies have had to spread deductions for R&D costs out over five years, instead of deducting them immediately. This new policy, known as R&D amortization, reduces economic growth by penalizing investment generally, especially in R&D-intensive industries. Because a business can’t assign this to a specific cost on a general ledger, identifying R&D activities, or related costs such as software development, and allocating relevant costs appropriately is a significant challenge. The IRS has recently released Notice 2023-63 to clarify how to treat expenses under
by Deloitte, many customers are becoming more sustainability-conscious and placing greater pressure on developers to lower the carbon footprint of new construction. While incorporating some elements of green design and sustainability practices has been fairly common over the last two decades, it has never looked so different. From creating products like bio concrete that fills cracks and cures in place via activated bacteria to permeable concrete made from recycled materials to groundbreaking inventions that could potentially create sidewalks that generate power with every step, the future of sustainable design is thriving with no end in sight, which bodes
Section 174.
well for our industry and the US economy overall.
While there has been much talk about Congress
The Power of Choice: Remote Working
rescinding IRS Code 174, as of today it’s still in effect.
A recent powerful article in Fortune delves into the
To address this, ACEC has established a members’
realities of forced return to work mandates that are
Action Alert Center providing current information,
edging ever closer to becoming reality. Citing reports
ACEC’s steps to address this, and a call to action page
from Greenhouse, SHED, and Unispace the Fortune
allowing members to contact representatives directly.
article explores many facets of forced return to
ACEC is also coordinating with stakeholders to build
work highlighting Greenhouse data supporting that
support for relief legislation in Congress in the hopes
42% of candidates would reject jobs that don’t offer
that the House and Senate tax-writing committees
some hybrid form of work-from-home scenario. And
push through a solution sooner, rather than later.
Fortune isn’t the only one to weigh in, a recent article by the New York Times cites that “the five-day office
Greener and Greener Still The increasing global focus on climate change could incentivize construction companies to factor sustainability into their projects, construction processes, and designs. In fact, per a recent report
week is dead.” While employers no doubt have prepared for some attrition when they require staff to return to the office, Unispace reported 42% of companies that had
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initiated return-to-work policies report a higher level than anticipated of employees fleeing to other pastures. Further, nearly 1/3 of companies continue to struggle with recruitment. But that’s not all, over 65% of employees report they’re ready to move on when flexible or remote work is no longer an option. While compensation, job security, and career advancement opportunities remain the biggest incentives for the workforce, flexible work policies follow at a very close 28% in the rank of priorities for employees and job satisfaction.
Insuring Your Future
Congratulations to these SMPS MCA Winners (and Elevate clients and cohort members): » Manhattan Construction - https:// smps.secure-platform.com/a/gallery/ rounds/42/details/12110 » Core Construction - https://smps.secureplatform.com/a/gallery/rounds/42/ details/12138
A report, “PLI Market 2023: A/E Firms Maintain
» Skyline Construction - https://smps.
Growth Amid Expanding Risks and Rising Claim
secure-platform.com/a/gallery/
Costs” by Ames & Gough, notes insurance premium
rounds/42/details/12171
percentage increases of 16 leading insurers who provide professional liability insurance to our industry into the double digits. A variety of factors continues to drive premiums including overall growth of A/E/C firms and insureds in turn purchasing higher limits. However, a 50% increase over the last decade in claim settlements has been driven largely by complex public sector projects; environmental impacts; higher risk and diversity of project types including design-build; and a large number of bodily injury claims. Further, 94% of insurers responding to the survey sought rate increases for 2023 which will continue to affect our industry.
» Reaveley Engineers Meat & Greet https://smps.secure-platform.com/a/ gallery/rounds/42/details/12039 » For more marketing communications inspiration, visit https://smps.secureplatform.com/a/gallery?roundId=42 » Farnsworth Group - Update Your Resume Pronto https://www.youtube.com/ watch?v=guW57dR98nE
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EMPOWERING DREAMS IN KENYA
In a world filled with remarkable stories, there are
We are profoundly grateful for your support, as it has
some that touch the heart and inspire us to act. Last
truly made a difference in the lives of these young
year, three members of the Elevate team embarked
learners. Your generosity embodies the spirit of El-
on a life-changing journey to Kenya, Africa. During
evate, and we are proud to have such a compassion-
their visit, they had the privilege of meeting a small,
ate and caring community.”
impactful tribe whose resilience and determination
— Colin Murray
left an indelible mark on their hearts.
One Horizon Africa
Today, we bring you heartwarming news born from
If you’d like to contribute to the tuition fund to help
that journey, showcasing how Elevate’s collective
send these children to school for another year,
kindness, together with our clients’ generous support
contact Colin Murray at colin@onehorizonafrica.com
last holiday season, made a significant difference in
or visit www.onehorizonafrica.com.
the lives of this Kenyan tribe. Together, we can create a brighter future for those “Despite the ongoing challenges they face posed by
in need. Thanks to the clients and friends of Elevate
the relentless drought and the loss of cattle, your
who have been part of this incredible journey of
generosity has ensured that tribe elder Daniel and
giving back.
his wife Risper’s three children can continue their education and thrive in the face of adversity. Your contributions have not only provided education but also nurtured hope and growth.
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