2021 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 Serving Columbus for 75 years 10 Service Offerings

Job Placements

HR Management Solutions

Community Workforce Programs Colleague Resources 37 #dawsome Work Perks 39 Our Commitment to Communication 41 Community Champions Volunteer Time Off 44 Signature Events Brand Guide 2021: Growth is Still the Goal 47 2021 Company Goals 49 Plan Your Individual SMART Goals 52 Sales and Growth Strategy and Alignment

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 2021.

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.

Respect and appreciate all members of our community. › Contribute to a culture of respect, where everyone is able to be their best self. › Recognize that our differences make us stronger and give us an opportunity to learn from each other.

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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

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.

2020

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

2010s

2020s

2021 – Dawson celebrates 75 years as the Employment Experts, helping more than 300,000 people find jobs.

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Dawson Office Locations Home Office (Grandview) 1114 Dublin Road Columbus, OH 43215 (614) 255-1400 Grove City 1719 Stringtown Road Grove City, OH 43123 (614) 255-JOBS Gahanna 471 Morrison Road, Suite E Gahanna, OH 43230 (614) 255-JOBS Reynoldsburg Warehouse and Distribution Hiring Office & Training Center 3051 Delta Marine Drive Reynoldsburg, OH 43068 (614) 255-JOBS Strasburg 216 12th Street NE Strasburg, OH 44680 (330) 878-0668

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Dawson has been The Employment Experts for 75 years.

What started in 1946 as a service to help soldiers find jobs as they returned home from World War II, has turned into Central Ohio’s leader in workforce solutions.

2020 AWARDS AND RECOGNITION Columbus CEO Top Workplaces Columbus CEO Best of Business: Best Temporary Agency Columbus CEO Leaderboard #1 Temporary Employment Agency Ranked by Central Ohio temporary hours billed Business First Book of Lists #1 Temporary Employment Agency Ranked by Central Ohio temporary hours billed Business First Book of Lists #46 Family-Owned Business Ranked by Central Ohio full-time employees Business First Book of Lists #35 Privately Held Companies Ranked by 2019 revenue

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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 2020, BY THE NUMBERS

Educational and career preparatory events

Applicants from academic virtual hiring events and other community outreach programs

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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 HIGHLIGHTS Dawson has awarded over $21,000 in tuition reimbursement to Central Ohio college Students.

2020 MILESTONE: Dawson has more than 100 working Career Kickstart students at partner employees!

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.

C

US

What is The Dawson Experience?

TOMER

E

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XP

S

E XC E L L E N T ERIENC

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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.”

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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Warehouse & Distribution Hiring Office and Training Center Where to find us

The skills gap for qualified warehouse workers has given Dawson the opportunity to approach recruiting differently. Our new facility – a repurposed warehouse – serves as a hub for hiring, training, and developing a more qualified workforce for Central Ohio distribution centers.

3051 Delta Marine Drive Reynoldsburg, OH 43068

Benefits and features of the new office: › A centralized location on a COTA bus line to serve as Dawson’s hub for Warehouse & Distribution recruiters and Client service teams › A 50-seat, state-of-the-art classroom to facilitate orientations and training programs › A mock distribution center floor to reflect the layout and work environment of Dawson Clients, to certify forklift drivers and provide other simulated skills training at no cost to job seekers

“Our new training programs will offer a unique skill set that will lead to more qualified job seekers and make us a better partner to employers.”

- Adam Alderman Senior Recruiter Warehouse & Distribution Division

Need a place to train your remote or in-house Customer Service Representatives?

Training programs can be implemented in the classrooms at our Reynoldsburg or Grandview offices as part of your custom staffing services.

Elements of The Dawson Experience Experts Delivering Excellent Experiences At Dawson, we believe that by simply delivering excellent experiences to our Clients and Job Seekers, we provide a differentiator in our industry.

We look for ways to go above and beyond – it’s the simple gestures such as coffee and fresh-baked cookies in our lobby, to tuition reimbursement for our working college students. And we have the stats to prove it - with an average 91% excellent rating from more than 1500 candidates each year. For our Clients, we like to think our key to success is establishing trusted relationships, overcommunicating, and offering HR support from our tenured experts.

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

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

› 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

Numbers Spell out one through nine and first through ninth. Exception: 1st-, 2nd-, and 3rd-shifts (See also Commonly Used Phrases)

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

Unless it’s the first word of a sentence, use numerals for 10 and above.

› Excellent Customer Experiences

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

› Full-time

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

Use single quotes when using a quote inside a quote.

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

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

› Full-time, part-time, full- and part-time › FAQs (not FAQ’s or Frequently Asked Questions) › Log in (verb; i.e. log in to our site – do not use log on) › Login (noun or adjective; Login name, Site login) › Managed Services Provider on first mention, MSP is fine after that › Onsite › Payrolling › TalentRooster Video Interviews (TalentRooster on second reference)

Slashes

› Temp-to-hire

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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OUR NAME, DIVISIONS, AND TAGLINE Each of our Colleagues can help streamline our brand and keep a unified, professional identity by being aware of these common mistakes.

CORRECT

INCORRECT

Company (Overall)

Dawson

Dawson Resources Dawson Careers Dawson Personnel Dawson Staffing

Dawson MSP

Dawson Healthcare Dawson VMS

The Warehouse and Distribution Division

Dawson Works Light Industrial “ LI ”

The Marketing and Creative Division

Dawson Creative

The Employment Experts

Empowering People’s Lives The Power of People Columbus’ Talent Scouts

Divisions

Tag line

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Say This... ...Not That Job Seekers vs. Working Associates – We prefer to use job seekers when we’re talking about applicants who have not been placed yet. Once they become placed, they should then be referred to as a working associate. *Please note through research, we have determined that the term “candidate” has a negative connotation with our target audience.

Therefore, we should not refer to them as such.

Colleagues, Clients, and Communities – When referring to these groups, they should be treated as proper nouns and capitalized.

Hiring Divisions – These should be treated as proper nouns and capitalized. The Dawson hiring divisions listed in the following order: Office & Customer Service, Warehouse & Distribution, Marketing & Creative, Accounting & Finance, IT, Legal.

Industry Language or Jargon – It is important to be aware of your audience and know they may not be familiar with our industry language. Therefore when communicating externally avoid using HR or recruiter centered phrases such as; “Client-based staffing agency,” “market you over,” “sendout,” “submittals,” “markup,” etc.

Lines of Business – When listing the Dawson lines of business, they should always be capitalized and in the following order; Job Placements, HR Management Solutions, and Community Workforce Programs.

Entity Titles – The following terms are used to define groups of people, actions, or other common parts of the workflow. › Lead – A record which contains information on a potential contact or candidate, someone you are trying to establish a relationship with. › Candidate – A record which contains information on an application or suitable person for a job. › Contact – a record which contains information on a particular content within a contact. › Company – A record which contains information on a prospect or current company with whom Dawson would like to do business › Job – A record which stores the particulars regarding job opening at a given client (ex: job description, skills, experience, rates, etc.) › Opportunity – A record which contains information on a job or project you plan to fill or proposal you receive in hopes of winning Use this language when communicating with job seekers: Use language that focuses on getting them noticed.

Use language that will put them at ease.

Use language that is personal.

TONE OF VOICE The way you speak matters. You want Clients, job seekers, community members, and vendors to understand they’re not working with a run-ofthe-mill staffing agency (probably next to a BMV in a strip mall). We are polished, professional, employment experts – and we should walk our talk.

Our voice and how we communicate is another way we can create excellent customer experiences – and match the rest of the Dawson brand.

OUR BRAND VOICE IS: › › › ›

Friendly and conversational Knowledgeable and helpful Upfront and transparent Relevant and understandable

OUR BRAND VOICE ISN’T: › › › ›

Pushy and condescending Disinterested and uninformed Misleading and dishonest Filled with unrelatable industry terminology

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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.

The company is based in Columbus, Ohio and is celebrating its 75th anniversary in 2021. Its staffing and recruiting divisions place job seekers in temporary, temp-to-hire, 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.

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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:

Dawson Colleague Dashboard – daretobedawsome.com The Colleague dashboard is your one-stop-shop for all company news, events, and resources. From marketing and training materials, to a list of volunteer opportunities, past Sendout editions, or all the reasons to celebrate including birthdays, anniversaries and good to the core shout-outs!

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!

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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Community Rentals We have the unique opportunity to share the story of our brand through our space. The Joseph M. DeCapua Theater and Phil Freeman Training Center are available for businesses and local organizations to rent for meetings and networking events. By opening our doors to the community, we welcome guests, some of who may be interacting with Dawson for the first time. And they may be unaware that the meeting or event they are holding in our space has the benefit of helping their community.

The rental fees associated with each of our spaces serve as donations to the Dawson Community Champions Foundation. Through the foundation’s partnership with the Columbus Foundation, these donations support educational and philanthropic causes benefiting underserved youth and families in Central Ohio. Through the foundation, we have made historical donations totaling $40,000 including a $25,000 gift in 2017 to the Nationwide Children’s Neonatal Intensive Care Unit at Riverside Methodist Hospital. Below for your reference are the pricing details associated with each of our spaces.

SPACE RENTAL INFORMATION & PRICING Joseph M. DeCapua Community Theater A unique presentation experience featuring multiple stage configurations and antique theater seating. › ›

Half Day (up to 4 hours)...........................................$1,000 Full Day (4-9 hours)..................................................$1,500

Phil Freeman Training Center A more traditional classroom-style named after Dawson’s longest-standing employee whose passion is the education of up-and-coming workplace talent. › ›

Half Day (up to 4 hours)............................................$300 Full Day (4-9 hours)....................................................$500

*A 50% off discount is offered to both clients and nonprofit organizations *A minimum of a half day rental is required *There is not an available discount for renting multiple spaces.

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Cristo Rey Since 2013, Dawson has been offering real-life work experience to underserved youth through their partnership with Cristo Rey Columbus High School.

In exchange, Dawson pays a portion of the students’ tuition. We welcome four students each year to work alongside and learn from our colleagues.

By the end of the school year, we hope each student leaves with new-found skills and an element of preparedness regarding their future.

For those unfamiliar, Cristo Rey Columbus High School is a Catholic college-preparatory high school. In partnering with regional employers, the school can offer its students a professional work-study program. Their mission is to empower men and women of all faiths who are in need of high-quality, affordable education. And have a desire to succeed in college, their career, and their character.

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2020 may have put these events on hold, but we’re looking forward to getting together with all of you at these signature events as soon as we can!

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 STILL THE GOAL | 2021

GROWTH of SALES Grow our sales by maximizing our service offerings for the premier employers in every community we service.

GROWTH of BRAND Grow our brand awareness by capitalizing on our service offerings and our 75th anniversary.

GROWTH of INCLUSION & AWARENESS Grow individually by learning and understanding how to contribute to a more inclusive member of our community.

GROWTH of SELF Grow ourselves by engaging in personal and professional development opportunities.

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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!

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 $11.5m $9.3m $108m $4.6m

2009

$29.7m $23.75m

$14m

2012

2015

2018

2020

2021

2024

2027

Business Diversification Goal 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 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

$35K – $75K

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