2020 Dawson Brand Book & Resource Guide

Brand Book & Resource Guide A toolkit to help you create #dawsome experiences

TABLE OF CONTENTS Who We Are and What We Do 4 Our Core Values, Mission, Vision 6 Company History 8 Hiring Office and Partnership Locations 10 Service Offerings

Job Placements

HR Management Solutions

Community Workforce Programs

Colleague Resources 33 #dawsome Work Perks 26 Our Commitment to Communication 36 Community Champions Volunteer Time Off 38 Signature Events in 2020

Brand Guide 2020: Growth 43 2020 Company Goals 45 Individual SMART Goals 48 Sales and Growth Strategy and Alignment 51 Our Partners, Clients, and Prospects

How Do I Use This Book?

We have designed this book to be a resource for you throughout the upcoming year.

Please continue to educate and familiarize yourself with the content provided and use the blank pages to take training notes, log ideas, and jot down anything else that will help you – and Dawson – grow in 2020.

At Dawson, we know our most powerful brand asset is our people. We want to empower each of you to be the best you can be and provide the tools you need to create Excellent Customer Experiences.

That’s what we created these guidelines – and why they’re so important to us.

Our Purpose We are a workforce solutions company that provides Job Placements, HR Management Solutions, and Community Workforce Programs for the top employers and the most qualified job seekers in the communities we serve.

Our Mission To create meaningful connections and keep people at the center of everything we do.

The Dawson Vision To be the preferred workforce solutions partner for the premier employers in every community we serve – today, tomorrow, and for years to come.

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Core Values Attributes and Actions Our core values are guiding principles that form the foundation on which we perform work and conduct ourselves.

Show unwavering dedication to your Colleagues, Clients – both Job Seekers and Employers, Community Members, and Vendors; because you care.

• Think like an owner; this is our company.

• Treat everyone like a guest in our home.

• Take pride in everything you do.

Live with a positive attitude and determination, even when the going gets rough.

• Learn from your mistakes and share those lessons with others.

• Separate personal feelings from professional situations.

• Keep smiling!

Use honesty and morality as your guide; always be transparent and trustworthy.

• Give the honest answer, even if it’s not the most popular.

• Communicate with your team and manager; make sure everyone is on the same page.

Take responsibility for the decisions and actions you make, and the results they deliver.

• Use effective systems and processes to improve gross profit.

• Think about ROI in every decision, whether the investment is time, money, or resources.

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1940s 1946

Dawson is founded by John and Josephine Dawson to help soldiers find work as they return home from World War II.

1966

Joseph DeCapua purchases Dawson for $3,050.

1966

Joseph DeCapua hires Phil Freeman, the first employee.

1966

Dedicated Office division is officially established.

1966

Operating sales reach $3,125, with 41 people placed.

1967

Dawson introduces employer-paid fees, which become an industry standard.

1971

Selective Secretaries is started to compete with Dawson, where the newest employees are trained.

1977

The Temporary Office division, Dawson Girls, is established.

1979

New Headquarters is purchased at 383 East Broad Street.

1981

Sales exceed $1 million.

1985

Major Milestone: After 39 years, Dawson has helped a total of 50,000 people find jobs.

1987

Chris DeCapua joins Dawson.

1991

Sales top $4 million.

1992

Light Industrial division is established (now called the Warehouse & Distribution division).

1994

David DeCapua joins Dawson.

1994

Accounting & Finance division is established.

1996

Major Milestone: After 50 years, Dawson has helped a total of 100,000 people find jobs.

1999

Chris and David DeCapua purchase Dawson from their father.

1960s

1970s

1980s

1990s

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2000s 2000

Sales exceed $16 million.

2001

IT division is established.

2002

Healthcare division is established.

2003

Vendor Management Services begins in partnership with leading local healthcare systems.

2005

Dawson acquires Accountants on Call and their business at premier Client BMW Financial Services.

2009

Marketing & Creative division is established.

2010

TalentRooster, an online video interviewing platform, is launched.

2011

The Dawson Bus, our mobile recruitment center, puts its wheels in motion and sales top $51 million.

2013

Major Milestone: A new corporate office opens at 1114 Dublin Road and Dawson has helped more than 250,000 people find jobs.

2016

Dawson acquires Atrium Holdings, adding offices and staff in Heath, Mount Vernon, and Strasburg.

2017

The Dawson Community Champions Foundation has raised more than $35,000 and Dawson Colleagues volunteered more than 1,000 hours in their communities.

2018

The Employment Experts is introduced as Dawson’s new tagline, and congruent ad campaign better defines its complete service offerings – Job Placements, HR Management Solutions, and Community Workforce Programs.

2019

Building on updated branding, Dawson launches the new dawsoncareers.com with a completely redesigned user experience to make the job search and application look and feel more comfortable and modern like a mobile app.

2019

Dawson presents first ever Central Ohio Workforce Summit in conjunction with The Columbus Chamber of Commerce and Central Ohio Workforce Development Board, hosting HR executives and partners from premier Central Ohio employers and educational institutions.

2010s

2020 – Growth is the goal at Dawson, and a new Reynoldsburg hiring office and Warehouse Training Center is scheduled to open as a secondary headquarters for Dawson’s Job Placements business.

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OFFICES & ONSITE PARTNERSHIP LOCATIONS

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ONSITE PARTNERSHIP LOCATIONS

DAWSON OFFICE LOCATIONS

Atrium Medical Center (Premier Health) 1 Medical Center Drive Middletown, OH 45005

Home Office (Grandview) 1114 Dublin Road Columbus, OH 43215 (614) 255-1400

Doctors Hospital (OhioHealth) 5131 Beacon Hill Road, Suite 360B Columbus, OH 43228

Grove City 1719 Stringtown Road Grove City, OH 43123 (614) 255-JOBS

L Brands 7 Limited Parkway Reynoldsburg, OH 43068

Gahanna 471 Morrison Road, Suite E Gahanna, OH 43230 (614) 255-JOBS

lululemon 2200 Spiegel Drive Groveport, OH 43125

Mount Carmel Corporate Service Center 6150 East Broad Street Columbus, OH 43213

Reynoldsburg 3051 Delta Marine Drive Reynoldsburg, OH 43068 (614) 255-JOBS

Heath 789 Hebron Street, Suite B Heath, OH 43055 (740) 345-7890

Miami Valley Hospital (Premier Health) 1 Wyoming Street Weber Building #6801 Dayton, OH 45409

Mount Vernon 120 East High Street Mount Vernon, OH 43050 (740) 393-2771

Riverside Methodist Hospital (OhioHealth) 550 Thomas Lane Columbus, OH 43214

Strasburg 216 12th Street NE Strasburg, OH 44680 (330) 878-0668

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While our roots as a temp agency will always be part of who we are, as the employment world has evolved, so have we. Dawson is a full-service workforce solutions company that offers a wide variety of services to employers with a lot of different needs, and job seekers with a lot of different skill sets.

We think it’s easiest to explain our services using these three categories:

JOB PLACEMENTS

HR MANAGEMENT SOLUTIONS

COMMUNITY WORKFORCE PROGRAMS

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Ours was finding work for soldiers as they returned home from World War II. And, we’ve been the employment experts in Central Ohio ever since.

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JOB PLACEMENTS

Finding, hiring, and retaining talent is a challenge for most companies. The Dawson Difference ensures an easier search and better fit for all of our Clients: job seekers and employers alike.

Excellent Customer Experiences We know that the job search is a stressful time – and we believe in going out of our way to make someone’s day a little brighter.

Industry Specialized Employment Professionals Our Recruiters and Colleagues have worked in the fields for which they recruit and manage, so they have unique insight and expertise.

TalentRooster Video Resumes Employers meet applicants from a short video clip, and job seekers get the opportunity to sell their skills and personality to increase the chance of hire.

The Dawson Bus – Our Mobile Recruitment Center We take our recruitment efforts on the road, finding job seekers where employers’ needs are, rather than making them drive to us.

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JOB PLACEMENTS

When we had to build a team from the ground up for our Swedish company’s North American headquarters, we knew we needed a strong employment partner. Having worked with Dawson and their associates at another high-caliber customer care center, I knew they would work to understand our unique culture and needs.

They’ve been our staffing vendor since day one.

- Emily Lantz Service Director, North America, Klarna

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Dawson is a trusted staffing partner to premier employers in a wide range of industries.

Office (Administrative and Clerical) Administrative Assistants | Data Entry Coordinators | Receptionists

Customer Service Customer Care Representatives | Chat Desk Agents | Call Center Supervisors

Warehouse and Distribution Pickers and Packers | Forklift Operators | Shipping and Receiving Clerks

Marketing and Creative Graphic Designers | Communications Specialists | Marketing Managers

Accounting and Finance Bookkeepers | Accountants | Financial Analysts

IT Help Desk Specialists | Developers | Project Managers

Legal Paralegals | IT, Finance, Marketing Support Staff | Legal Administrative Assistants

Healthcare Administrative Positions and Clinical Pool Management

* Jobs listed are common positions we recruit – inquire about any specific requisitions you have.

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HR MANAGEMENT SOLUTIONS

HR Consulting

Outplacement Services

Talent Acquisitions

Talent Pool Management

Screening

Onsite Management Programs

Onboarding

Payrolling

Pa ck ag e

Compliance Management

Vendor Management

rd da n Sta

SP M

All of Dawson’s services are available as standalone offerings, or as a package. Our most popular service packages – Standard Staffing and Managed Services Provider are highlighted here.

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Dawson MSP – our Managed Services Provider team is an extension of your HR staff. By partnering with us, you’ll reduce risk, time, and spend; and increase engagement among your associates.

Talent Acquisition

Vendor Management

Talent Pool Management

We build strong relationships with trusted agencies to ensure top talent for your requisitions.

A single point of contact streamlines the hiring process for your staff and your labor suppliers. We employ vendor neutral, primary supplier, or master vendor arrangements based on your needs.

Our team implements systems to rotate your top producers and contingent labor throughout the organization to support teams and departments most in need.

Screening Applicants are thoroughly vetted based on your culture, job duties, and any other specified criteria.

Onboarding Your new staff will be more engaged with a single, friendly point of contact from day one.

Payrolling We eliminate the time, risk, and responsibilities associated with taxes, deductions, and other financial burden.

HR Consulting Compliance Management We ensure new hires are compliant with your policies before starting their assignment, and that they remain compliant throughout the duration of their employment.

Onsite Management Programs We add a manager to your team to provide oversight and serve as a point of contact to all contingent staff.

Our team of HR professionals can help your team develop policies and procedures to guarantee efficient operations and engaged employees.

Outplacement Services If budgets or other outside factors force layoffs in your organization, we can help your displaced employees with coaching and job placement assistance during their transition.

I have been proud to work with Dawson for over 10 years. I place great value in the service they provide, and recognize the benefits of having such excellent oversight to all agency staff that we utilize at OhioHealth. Nancy and her staff always explore how we might accomplish things, and never say ‘we can’t do that!’

- Donna Hanly bsn mba rn nea-bc Retired Senior Vice President and Chief Nursing Executive, OhioHealth

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COMMUNITY WORKFORCE PROGRAMS

Inspired by the philanthropic initiatives and dedication to volunteerism by our Colleagues, we’ve designed Community Workforce Programs in conjunction with Central Ohio schools and youth serving organizations to reach high school and college students, their parents, and community job seekers.

These programs create a stronger talent pool for Dawson’s recruiters and hiring partners in the Columbus Region. Employees sourced through these programs are already dedicated to personal growth, career development, and becoming more productive citizens.

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For High School Students

Faculty Education helps teachers and counselors provide the best guidance for students as they prepare for their post-secondary lives.

Student Presentations educate high school students on their options and teach them the basics of their first job search.

Mock Interviews give students the opportunity to practice their interview skills without the pressure of an actual interview setting.

Shadow Days introduce students to a variety of vocations so they can better determine their work interests.

Internships and Mentorships give students the opportunity to define their interests and skills in real-world job settings.

Senior Socials deliver job seeking and other preparatory information to graduates along with treats from the Dawson Bus.

For College Students

Job Placements

Career Kickstart Tuition Reimbursement Program

We connect college students with jobs at the Columbus Region’s top employers, so they can earn a paycheck while completing their education.

Thanks to Dawson’s Career Kickstart, those students can also earn an extra paycheck at the end of each semester with $500 in tuition reimbursement.

For Parents and Jobseekers

Community Career Nights

Career Development Education

We create events that provide career guidance to parents, community members, and passive job seekers in an environment more casual than the traditional application or interview process.

Dawson works with companies and community organizations to develop training and educational webinars or classes for their employees or members.

Community Workforce Programs in 2019, by the numbers

Educational and career preparatory events, staffed by

Volunteer hours from Dawson Colleagues, impacting

Students at Central Ohio high schools and colleges.

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COMMUNITY WORKFORCE PROGRAMS

Delaware Area Career Center is very fortunate to have a business partner such as Dawson in our community! The partnership with Dawson is truly a winwin for both organizations.

Not only are our students forging their own path and developing employability skills, the connections with Dawson may very well help them with making those employment connections.

Schools cannot work in isolation in order to prepare young people for college and career readiness.

We rely on partnerships with local employers and organizations such as Dawson. Employers help transform what we teach into real-world!

- Lisa-Marie Reinhart Career Readiness Coordinator, Delaware Area Career Center

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“My experience with Dawson and the Career Kickstart program was amazing! I have recommended the program to my colleagues and believe that they had the same experience. Obtaining the tuition reimbursement was super easy and quick.

I would definitely refer a friend to the program, because it is a great help and motivator when you work and study.”

- Anna Romanova Columbus State Community College Student and Chat Brand Representative at Abercrombie & Fitch

Career Kickstart in 2019, by the numbers Dawson awarded over $12,500 in tuition reimbursement to Central Ohio college students through 124 starts at Career Kickstart partner employers.

Career Kickstart Educational Partners OhioHealth, Abercrombie & Fitch, NetJets, lululemon, BMW Financial Services, Buckeye Ranch, Dollar Shave Club, DSW, L Brands, Nationwide Children’s Hospital, Root Insurance, State Auto, Stonecrop, American Municipal Power, IGS, Chipotle Corporate, Quantum Health Career Kickstart Partner Employers Capital University, Columbus State Community College, Ohio Dominican University, Otterbein University, Ohio Wesleyan University, Ohio State University, Franklin University, Miami University, Ohio University

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What is a Brand Experience?

Think about the last time you had dinner at a restaurant with family or friends… the last time you ordered a pair of jeans online… the last time you went to a doctor’s appointment (you probably had to sit in a crowded, uncomfortable waiting room for a long time, didn’t you?).

Even though you probably didn’t think about it this way, each of these situations gave you a unique brand experience. The same is true with every interaction you have while representing Dawson. Every Colleague is empowered to deliver our brand through excellent experiences - from a conversation with a job seeker on the phone to volunteering at a local school.

What is The Dawson Experience?

The experiences we deliver are at the heart of our brand - that’s what our audiences remember and communicate to others. We like to call them “Excellent Customer Experiences.”

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We strive to create Excellent Customer Experiences for every audience we interact with: Our Colleagues | Our Clients – Job Seekers and Employers Community Members | Vendors These are just a few examples of Dawson Brand Experiences where each of our audiences may engage.

Our Colleagues • Daily interactions in the office, on the phone, or via email • Colleague engagement events • Education and development sessions • Community Champions volunteer events Job Seekers • Daily connections on the phone, via email, or text • Interviews • Job fairs • Experience surveys • Job boards Employers • • • • • •

Outreach in person, on the phone, or via email Client entertainment events Networking events Community rentals hosted at Dawson Meetings and presentations Business reviews

Our Communities • Community Workforce events • Career Kickstart Tuition Reimbursement Program • Cristo Rey Columbus High School Work Study Program • High school career readiness workshops • Mock interviews Vendors • • • • •

Daily interactions with MSP agency vendors Media advertising representatives Office suppliers Delivery drivers Software partners

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ELEMENTS OF THE DAWSON EXPERIENCE We hear it from job seekers, employers, and community members all the time – When they step into our home office, they feel like Dawson is in a class far above our competitors.

The Cookie Experiences at our office are an impactful way to showcase our brand. Our lobby is the first impression many of our visitors have of us. It’s intentionally designed to be very welcoming and hospitable — signified with our with fresh baked cookies — to help put job seekers at ease and demonstrate The Dawson Difference.

Community Rentals We have the opportunity to introduce our brand through our building to community members by hosting networking events and renting our theater and training room. Each year thousands of guests walk through our doors to attend an event who might be interacting with us for the very first time.

The Dawson Bus - Our Mobile Recruitment Center Our mobile recruitment center is another way we can deliver a memorable brand experience. It’s hard not to evoke a reaction when our bus pulls up. It’s a way for us to share our innovative approaches. Job seekers are able to interact with our recruiters at mobile job fairs, Clients and associates connect with our brand when we deliver treats from the bus at ice cream socials, or fill the bus with toys during our annual toy drive. We also treat the bus as a mobile billboard, generating awareness and building our brand anytime it’s on the go.

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The way we speak – and write – can make or break the experience someone has with us.

Every interaction with each of our audiences should create a positive, lasting memory.

Through in-person focus groups conducted at Dawson, industry research commissioned by the American Staffing Association, and – most importantly – day-today conversations with our customers, we’ve learned a lot about the way they talk about our business.

We want to talk to all of our audiences with a friendly, approachable tone using language that makes sense to them (What is a Client-based staffing agency, anyway?). That’s why we’ve created these guidelines to help you become a better communicator.

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DAWSON LANGUAGE GUIDELINES External, or branded, communications from Dawson should generally follow AP Style (we’ve chosen this style because we believe in brief, concise writing – saying more with fewer words and characters). There are, however, some exceptions. Those exceptions – and other important grammar, copy, and style rules – are outlined in the pages that follow.

Following these language guidelines enhances the integrity of our brand, by ensuring: •

Consistency

•

Clarity

•

Accurity

•

Brevity

Branded Communications from Dawson include: •

Job board postings

•

Social media posts (LinkedIn posts, tweets, Facebook posts, Instagram captions)

•

All external advertising (B2B and B2C)

•

All internal communication pieces (emails, newsletters, company updates)

•

All printed marketing collateral and brochures

•

Powerpoint and other Client-facing presentations

•

Email communication with all of our audiences

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Abbreviations and Acronyms

Company Names and Their Products

When using an acronym the reader may not recognize, define the phrase word-for-word on first mention, followed by abbreviation in parentheses. Abbreviation or acronym is appropriate in second and later mentions.

Always honor companies’ brand convictions, according to their official websites or style guides. (examples: lululemon, OhioHealth, iTunes, YouTube, Walmart)

Example: Dawson’s Managed Services Provider (MSP) team is headquartered at Riverside Methodist Hospital. Count on Dawson MSP to help staff your business more efficiently.

Dates and Times Follow AP Style (Day of week spelled out; Jan., Feb., Aug., Sept., Oct., Nov. and Dec. abbreviated)

Never use periods in acronyms: ASA, not A.S.A.

Never use “th,” “st,” or “rd;” people intuitively read dates that way.

Never use an apostrophe to make an abbreviation plural: CPAs, not CPA’s.

Example: Monday, Nov. 18, 2014

If an abbreviation is more common than the long form (OSU, NCAA, CPA, etc.), you may use it at your discretion.

All Caps Please refrain from using ALL CAPS, as it is generally understood as YELLING at the consumer. We want to appear friendly, polished, and professional; and avoiding the use of all caps will help us achieve this goal.

Use numbers except for Noon and Midnight; Noon and Midnight are always capitalized. Use a space between the time and a.m. or p.m.

Example: 9 a.m., Noon, 3:30 p.m.

We do not use :00 for on-the-hour times, because it does not add information. :15, :35, :45, etc. add information.

Emojis We love them too, just not in professional communications. Save them for texts with your mom.

Ampersands Aside from proper division or company names (Accounting & Finance, Abercrombie & Fitch), don’t use them – they are informal, and could appear lazy.

Exclamation Points

Apostrophes

Hiring Divisions

NEVER make anything plural with an apostrophe – this includes BDMs, DMs, and CPAs. If this looks wrong to you, retrain your brain.

Always capitalized as proper nouns

Capitalization

Use them sparingly; not everything is exciting.

Never use more than one; it’s unprofessional.

Always listed in the following order: Office & Customer Service, Warehouse & Distribution, Marketing & Creative, Accounting & Finance, IT (not Information Technology), Legal – see icons and sample positions on page 13.

Use common sense. Do not capitalize these words: website, email, online, or internet.

Industry Language or “Jargon” Colleagues, Clients and Communities Speaking of capitalization, we always capitalize these three words and treat them as proper nouns (they’re all important to us!)

Know your audience. Avoid using recruiter lingo or HR-heavy terms like “Clientbased staffing agency,” “market you over,” “sendout,” “submittals,” “markup,” etc.

Italics

Commas The Oxford comma is our friend: today, tomorrow, and always.

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Italicize to emphasize a word, or indicate a title of a publication or award (Forbes magazine, Columbus CEO Top Work Places award)

Job Seeker

Telephone Numbers

We prefer to use this term when talking about applicants who haven’t been placed yet (through research we know that the word “candidate” has a negative perception).

Please note: once a job seeker is placed, they become a working associate.

Follow this format for phone numbers: parentheses around area code, followed by a space, followed by hyphenated phone number: (614) 255-1400. www.

Don’t say this. Ever. (Unless it’s 1999 again).

Lines of Business Capitalized, in the following order: Job Placements, HR Management Solutions, and Community Workforce Programs Common Terminology Links

•

$13.50/hour

•

1st shift; 1st, 2nd, and 3rd shifts

•

Client, Job Seeker, Colleague (always capitalized – they’re important to us)

•

#dawsome

•

dawsoncareers.com (all lowercase – no exceptions)

•

The Dawson Bus

•

Direct hire

•

Email (no hyphen, only capitalized at the beginning of a sentence)

•

Excellent Customer Experiences

•

Full-time

•

Full-time, part-time, full- and part-time

•

FAQs (not FAQ’s or Frequently Asked Questions)

•

Use single quotes when using a quote inside a quote.

Log in (verb; i.e. log in to our site – do not use log on)

•

Generally speaking, punctuation (commas and periods) is placed inside the quotes.

Login (noun or adjective; Login name, Site login)

•

Managed Services Provider on first mention, MSP is fine after that

Semicolons

•

Onsite

•

Payrolling

•

TalentRooster Video Interviews (TalentRooster on second reference)

•

Temp-to-hire

•

Temporary

•

The Dawson Difference

Do not display web addresses (www. dawsoncareers.com/about-us/the-dawsondifference).

Instead, use a descriptive title – including a verb as a call to action.

Examples: Learn about The Dawson Difference, Watch a quick introduction to TalentRooster Video Interviews Numbers Spell out one through nine and first through ninth. Exception: 1st-, 2nd-, and 3rd-shifts (See also Commonly Used Phrases) Unless it’s the first word of a sentence, use numerals for 10 and above.

Use a hyphen to indicate a range of numbers: 20-25 immediate openings.

Quotation Marks Use double quotes when referring to words, articles, or direct quotes.

Again, use these sparingly. Consider using an em dash in its place, or starting a new sentence instead.

Slashes If it’s in a URL, it’s a forward slash (we refer to it as a “slash.”) Forward slashes and backslashes aren’t the same thing.

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DAWSON BRAND STANDARDS OVERVIEW Dawson Logos Our logo is the most basic level of our brand representation – please treat it with respect. Be aware of these rules, and make sure not to stretch, squish, or distort our logo in any manner.

Logo with tagline

Logo without tagline

Alternate Logo: monochrome

Alternate Logo: grayscale

Lines of Business

Industry Specialized Industries

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Office (Administrative and Clerical)

Customer Service

Warehouse and Distribution

Marketing and Creative

Accounting and Finance

Legal

IT

Healthcare

Dawson Blue – PANTONE® 3015 Through branding research and insight on color psychology, we know that consumers universally view blue as a color of trustworthiness and integrity. We’ve chosen a shade of blue that stands out as vibrant and unique in a sea of blue brands – we call it Dawson Blue.

PANTONE® 3015 100C 35M 3Y 21K #00619d

PANTONE® Cool Gray 11 44C 34M 22Y 77K #54565b

Boilerplate – About Dawson

Accent Colors PANTONE® 390 CP 27C 0M 100Y 3K #bfd22b

Are you working on a presentation for a client or prospect? Setting up your email signature? Writing an email to explain Dawson’s services to a job seeker or other interested party?

These are all times that you can make sure the logos, colors, and fonts you are using are a consistent, on-brand representation of Dawson.

Other Primary/Logo Colors PANTONE® 0821 47C 0M 7Y 0K #6fcfeb

When Would I Use This Information?

PANTONE® 7655 CP 33C 72M 0Y 0K #ad64a8

PANTONE® 7463 C 100C 82M 44Y 45K #082a47

Typography Brand Typeface Museo Sans 300 We use this weight for body copy.

Museo Sans 700 We use this weight for in-copy headlines.

Museo Sans 900 We use this weight for call-out headlines, digital applications, and throughout print campaigns.

System Typeface When our Brand font is unavailable (for Client presentations, emails, etc.), we ask that you substitute a sans-serif font most similar to the Museo family. Arial and Helvetica are our preferred system substitutes, because they are the most universallyrecognized options.

Dawson is a family-owned workforce solutions company offering Job Placements, HR Management Solutions, and Community Workforce Programs.

Based in Columbus, Ohio, the company has been continuously operating since 1946. Its staffing and recruiting divisions place job seekers in temporary, temp-tohire, and full-time jobs in a variety of fields and its Managed Services Provider division streamlines recruiting efforts and administers other employee management programs at premier employers across Ohio. Dawson is committed to the community with strong philanthropic and volunteer initiatives and has been honored with multiple top workplace and best of business awards by Columbus CEO magazine and Columbus Business First, among others.

Learn more, or search for your next job at dawsoncareers.com.

• Arial • Helvetica dawsoncareers.com | 31

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COLLEAGUE RESOURCES We count on you to provide Excellent Customer Experiences, so you can count on us to be the best place for you to work.

That’s why we offer these #dawsome work perks.

Flexible Work Environment We trust you to know how you work best. That’s why, in 2019, we introduced “Dress for Your Day” and flexible work schedule policies to allow Colleagues and Managers more freedom. See the official company handbook for more specific details on these policies.

The best coworkers ever (seriously) We know we’re biased, but we’re pretty sure the most kick-ass group of people anywhere is gathered right here.

Community Champions VTO Bonus Dawson’s volunteer program helps you earn an extra day off (adjacent to an upcoming holiday) for every 20 hours you volunteer in the community. Learn more on page 35.

Paid Birthdays Off It’s our gift to you: If your birthday falls on a workday, you get the day off! How cool is that!?

Wellness Programs In addition to a state-of-the art gym and subsidized fitness classes at Home Office, our committee plans events to keep you healthy and active all year long.

Friday Hours If your work is done by 3 p.m. on Friday, you’re done! All managers are empowered to approve early release on Fridays.

The #DAWSCARS Our annual employee recognition banquet and after party, held each January, has kind of earned a reputation. Past themes include The Dawscar Derby, Cinco de Dawscars and a Mardi Gras Masquerade. It really is the Oscars of Workforce Management.

Quarterly Colleague Engagement Events The DAWSCARS pretty much take the cake, but we create other all company experiences throughout the year. In the past, we’ve had March Madness pop-a-shot tournaments, food truck roll-ins, and old school field days (just to name a few).

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We know that you spend more time at work than you spend anywhere. That’s why a relaxed culture, where you feel connected to your work, its outcomes, and the team you do it with are invaluable.

We aim to connect all Colleagues – in all divisions and locations – with the culture, company information, and tools you need to succeed within the business.

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HOW DO WE DO THIS? Through unique channels and events:

Quarterly Company-wide Meetings A quarterly meeting hosted in the Joseph M. DeCapua Community Theater – and streamed live for remote employees unable to attend in person – featuring an in-depth look at sales results, updates on all divisions and strategic objectives, and a chance to recognize achievements of our Colleagues – professionally and personally.

The Sendout A monthly e-blast and quarterly printed newsletter designed to celebrate a #dawsome culture, generate excitement for Company events, and educate Colleagues on industry news and business initiatives.

The Dawson Annual Meeting To kick off the year and get all of our Colleagues aligned, we close all offices for a full-day of informative and educational activities. Annual goals are defined and presented, guest speakers provide inspiration and insight, and interactive sessions allow our Colleagues from all of our offices and branches to network and share best practices with each other.

Dawson Dial-In A monthly, all-company conference call to discuss high-level financial results, company initiatives, and upcoming events/important dates.

Dawson Colleague Dashboard & @daretobedawsome on Instagram Wanna keep up with our #dawsome culture all the time? Let’s be friends! Visit daretobedawsome.com and follow @daretobedawsome on Instagram, where we share upcoming events, reasons to celebrate, and other musings from our work life at Dawson.

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COMMUNITY CHAMPIONS VTO BONUS Creating community engagement opportunities is another way to enrich and inspire the lives of our employees. Plus, volunteering is a great chance to network and show our partner Clients that Dawson’s values align with theirs.

Dawson’s volunteer program helps you earn an extra day off (adjacent to an upcoming paid holiday) for every 20 hours you volunteer in the community. All regular full-time employees can earn up to 6 VTO days by volunteering 120 hours in a calendar year.

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Redeemable VTO Days: • Friday before Memorial Day • Workday before Independence Day • Friday before Labor Day

• Wednesday before Thanksgiving • Christmas Eve • New Year’s Eve

How does it work?

• 20 volunteer hours = 1 VTO day • On occasion Dawson will offer “credit” for contribution of goods required for a Dawsonsponsored volunteer event (i.e. Colleague will earn X volunteer “hours” for contributing a specific food item to be served by Dawson Community Champions at a homeless shelter). Aside from these instances, donation of hard goods does not qualify for volunteer credit.

• Volunteer opportunities must be with a 501 (c)(3) nonprofit or its U.S. equivalent in accordance with Dawson’s giving and volunteering guidelines. More than one organization may be chosen.

• VTO is refreshed at the beginning of each calendar year and cannot be accrued or carried-over into the following year - “use it or lose it” policy.

• Accrual of VTO time does not affect PTO.

Examples of volunteer activities that qualify for VTO • Building a house for Habitat for Humanity • Volunteering at a food bank • Cleaning up a park or trail • Coaching a basketball team of inner city disadvantaged youth • Becoming a Big Brother/Big Sister • Volunteering at a local hospital • Judging a science fair competition • Volunteering at an inner-city school

Examples of volunteer activities that do NOT qualify for VTO • Taking a ski vacation and giving ski lessons • Coaching your child’s basketball team • Attending your child’s PTA conference • Judging a beauty pageant • Serving as your child’s scout leader • Attending a professional, religious, or personal interest conference • Participating in a race

If you’re curious about whether or not your volunteer activity will qualify for VTO, just ask anyone on the Community Champions Volunteer Committee! Then fill out a ‘pink slip’ to cash in on your hours.

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The Dawson Hospitality House at the Memorial Tournament It’s by far our most asked about Client entertainment event of the year, with lunch, plenty of beverages, and unmatched networking opportunities at Central Ohio’s premier sporting event.

Ice Cream Social Series All summer long, The Dawson Bus serves as an ice cream truck on the streets of Central Ohio, as we deliver sweet frozen treats to our Associates and Client partners. It’s just another way we say “thanks” for being #dawsome!

The Dawson Suite at Huntington Park An exclusive night for our premier Clients, as they join us in the Dawson Suite at Huntington park for a night of food, beverages, and America’s pastime.

Toy Drive the Bus Each December, we turn The Dawson Bus into a toy drive on wheels to collect toys for needy kids in Columbus. Our Clients participate by holding their own toy drives, and we fill the bus with all of their donated toys before delivering them to local charities.

Brunch with Santa Everyone enjoys breakfast and mimosas while Dawson families visit a balloon artist, get festive face paintings, and create holiday crafts while waiting for the main event – the arrival of Santa and Mrs. Claus! Why wait in the long lines to see a mall Santa, when we’ve got the real thing here!?!?

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IS THE GOAL | 2 02 0

The Basics of SMART Goals 1. Identify what’s important • What are you passionate about?

• What do you want to improve?

• What problem do you want to solve?

• What’s your goal?

2. Drill down, the why and the what: • What’s your purpose in achieving your goal?

• What resources would you need to achieve this goal?

• What obstacles might you encounter while pursuing this goal?

• What steps will you need to take to achieve your goal?

3. Make your goals SMART

S

M

A

R

T

Specific

Measurable

Ambitious

Relevant

Timely

Provides transparency into exactly what is being worked on

Clear insight into expectations and progress

Set just beyond the threshold of what seems possible

Focus on things that impact the company

Deadlines ensure you stay active in achieving your goals

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YOUR GOALS...

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TEAM GOALS

QUARTERLY SMART GOALS

How can your team collectively help Dawson achieve the 2020 Company goal?

What can you do to grow and improve in your specific job role each quarter?

PERSONAL DEVELOPMENT GOALS

GIVE BACK GOALS

How do you want to make your work or personal life better in 2020?

Where can you impact the world – through programs Dawson offers – or on your own?

...SHOULD IMPACT THE COMPANY GOAL! 2020: GROWTH IS THE GOAL We want to be the preferred workforce solutions partner for the premier employers in every community we serve.

OBJECTIVES / SMART GOALS Sell XX% more service offerings to our target Clients OR Business in at least three service offerings to a minimum of XX target Clients

TARGETS

Accounting & Finance

Marketing & Creative

IT

Office & Customer Service

Warehouse & Distribution

MSP

Community Workforce Program

Dawson Sponsored Event

Business Meeting (in person)

Current Clients: Business in the past 12 months Targets (former clients): No business since 2017 or prior

Targets: No business ever

Only XX% of our 100 target accounts have utilized at least 3 lines of services. In order to grow, we need to engage with our clients and sell all of our service offerings. Our 2020 goal is to sell XX% more offerings to our targets reaching XX% coverage on our grid.

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Brainstorm Your Goals Use this space to doodle your way to growth in 2020!

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MY TEAM'S 2020 SMART GOAL

List a professional team goal for the coming year. Be as SMART as possible and indicate how you will assess if the goal was accomplished.

Specific • What is the desired result? (who, what, when, why, how)

Measurable • How can you quantify (numerically or descriptively) completion?

• How can you measure progress?

Achievable • What skills are needed?

• What resources are necessary?

• How does the environment impact goal achievement?

• Does the goal require the right amount of effort?

Relevant • Is the goal in alignment with the overall mission or strategy?

Time-bound • What is the deadline?

• Is the deadline realistic?

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MY QUARTERLY SMART GOALS

Set at the beginning of each quarter, and added into Lattice.

Q1 SMART GOAL

Q2 SMART GOAL

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Q3 SMART GOAL

Q4 SMART GOAL

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SALES HISTORY AND GROWTH OBJECTIVE Sales History (Gross Profit)

Dawson Growth Objective +25% Billing and Gross Profit over 3 year span

$15.2m

n Billing n GP

$228m

$183m

$12.3m $146m $9.3m

$29.7m $23.75m $19m

$4.6m

2009

2012

2015

2018

2021

2024

2027

Historical Sales Data Year

Total Gross Profit

Number of $1M+ billing Clients

Number of $250K+ billing Clients

% of Gross Profit from Top 25 billing Clients

26th Client Gross Profit

Gross Profit from Professional Staffing Divisions

2009

$4.6m

0

4

77%

$21,000

13%

2012

$9.3m

2

4

70%

$58,000

20%

2015

$12.3m

2

6

65%

$73,000

15%

2018

$15.2m

3

10

70%

$109,000

17%

Business Diversification (Q3 2019) The overall sales objective is to have a healthy balance of revenue from these four main verticals: nOffice and Customer Service Staffing, nWarehouse and Distribution Staffing, nProfessional Staffing, and nHR Management Solutions (Dawson MSP).

This balance protects the business during times of economic unrest and positions Dawson as a unique service provider in an industry where many competitors exclusively sell a particular line of service.

CONFIDENTIALITY NOTICE: This document is confidential and contains proprietary information and intellectual property of DeCapua Enterprises, Inc. Disclosure, copying, or distribition of this document and the information contained therein is strictly prohibited.

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SALES ALIGNMENT AND STRATEGY Sales Team Roles and Responsibilities President

Vice President of Business Development

Key Account Contact, Pricing, Contracts, Target Accountability

Ambassador to Key Public Sector Partners and Future Targets

Business Development Manager

Division Manager

Grow Target Accounts by nurturing relationship and building trust

Provide Industry expertise to Target Accounts and develop relationship with mid market clients

Account Manager

Onsite Account Manager

Provide timely support to client hiring managers and working with Division Managers to qualify most desired candidates

Provide on-site support to client as well as our placed associates

All Dawson Colleagues We count on each and every one of our Colleagues to serve as brand ambassadors to share the stories and scopes of our services to everyone we meet.

STRATEGIES AND TACTICS We provide one main point of contact to represent all of our service offierings, and utilize our internal teams to deliver an exceptional level of personalized service.

Dawson's Top 100 Clients or Target Clients are represented on the Dawson Sales Grid, to track infiltration of our service offerings.

Dawson Sales Grid Office and Customer Service Job Placements

Accounting and Finance Job Placements

Participate in a Dawson Community Workforce Program

Warehouse and Distribution Job Placements

IT Job Placements

Attend a Dawson Client engagement event

Marketing and Creative Job Placements

HR Management Solutions (Dawson MSP)

In-person meeting scheduled

CONFIDENTIALITY NOTICE: This document is confidential and contains proprietary information and intellectual property of DeCapua Enterprises, Inc. Disclosure, copying, or distribition of this document and the information contained therein is strictly prohibited.

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WHO IS THE TARGET DAWSON CUSTOMER?

Dawson's Customer Focus is premier employers with primary headquarters or regionalized shared service /distribution centers in Columbus. If primary decision makers are in Columbus but other divisions outside of the region need workforce solutions we should deliver on services.

The Customer Profile is an employer that most likely:

500+

has more than 500 employees worldwide

$250M

earns revenue of at least $250M annually

New Business Acquisition New Business would classify as no billing activity in the past 18 months. 50% of the Target Accounts on the Sales Grid are considered New. Relationships should be established through public partners, diligence of our entire sales team to utilize traditional sales verticals as well as networking through philanthropic and personal channels.

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3

is able to utilize 3 or more Dawson services

Exisiting Customer Strategies Existing Business would classify as having billing activity in the past 18 months. 50% of the Target Accounts are considered Existing. Only 24% of existing companies on the Sales Grid have utilized at least 3 lines of services. Another 150 existing accounts with relevant historical usage should also be maintained by the sales team.

Existing clients should be a priority and be encouraged to attend events, utilize our facilities, be entertained, and feel a connection with a representative.

HISTORICAL CLIENT DATA Utilized More Than 3 Services Since 2017 Abercrombie & Fitch Alliance Data Cardinal Health DSW L Brands McGraw Hill MAC Tools

Netjets The Ohio State University OhioHealth Mount Carmel Health Systems Nationwide Children’s Hospital

No Utilization Since at Least 2017 Ashland Chemical Byers Auto Columbus Regional Airport Authority Discover Financial Services Express Grange Insurance

Utilized Fewer Than 3 Services Since 2017 Abbott Nutrition/Whitespace Advanced Drainage Systems Amazon American Chemical Society American Electric Power Ariel Corporation Ascena Retail Group BDO Big Lots BMW Financial Services Bob Evans Careworks CBRE Dollar Shave Club Encova Insurance Epiq Honda North America IBM IGS Energy JobsOhio

Lane Bryant M/I Homes Mettler Toledo Nifco NiSource The Ohio State University Wexner Medical Center Rogue Fitness Root Insurance Ryder Logistics Safelight Group Scott's MiracleGro Spectrum Communication State Auto Insurance T. Marzetti Thirty-One Gifts VSP Wendy's White Castle

Henry Schein Huntington Bank Safe Auto Quantum Health Stanley Steemer Wasserstrom Worthington Industries

No Utilization Ever ACE Hardware Adena Health Systems Aetna Anhueser-Busch InBev Anthem Blue Cross Cameron Mitchell Restaurants Central Ohio Primary Care Citibank Columbus Radiology Commercial Vehicle Group CoverMyMeds Dollar Tree Donatos Englefield Oil Fairfield Medical Center Fanatics Fifth Third Bank Greif, Inc. Hexion Homeside Financial LLC

Jefferson Industries JP Morgan Chase Kohl's Kokosing Licking Memorial Health Lifestyle Communities Macy's Nationwide Park National Bank Plantation Products PNC Financial Services State Farm Insurance Torrid Trinity Health UnitedHealth Group Vertiv Zulily

Historical Annual Production of Large Clients Service

Gross Profit Range

Warehouse & Distribution – Main Supplier

$850K – $1.5M

Warehouse & Distribition – Secondary Supplier

$300K – $400K

Warehouse & Distribution – Peak Provider

$150K – $300K

Service Center Support Positions – Main Supplier

$500K – $750K

Service Center Support Positions – Secondary Supplier

$150K – $350K

Corporate Client – Professional Recruiting – Primary Supplier

$250K – $500K

Corporate Client – Professional Recruiting – On Approved Vendor List

$150K – $350K

Historical Annual Production of Small Clients Service

Gross Profit Range

Office & Customer Service Division

$15K – $35K

Professional Recruiting Divisions

$15K – $35K

Warehouse & Distribution Division

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A SNAPSHOT OF THE STAFFING INDUSTRY

n 37% Industrial

n 13% IT

n 28% Office

n 9% Healthcare

n 13% Professional

$167b

^3%

2018 Industry Revenue

Increase in Revenue over 2017

2%

The staffing industry employs only 2% of the non-farm workforce.

Competitive Landscape The staffing industry continues to be a fragmented industry characterized by a multitude of competitors. The top 15 firms are primarily publicly traded and control 34% of the market share in the United States and billed at least $1B in annual revenue.

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