2022 Brand Book & Resource Guide

Brand Book & Resource Guide A toolkit to help you create #dawsome experiences 2022 EDITION

2022 Brand Book & Resource Guide This book belongs to:

Table of Contents Who We Are and What We Do 4 Our Core Values, Mission, Vision 6 Company History 8 Locations 10 Service Offerings Job Placements HR Management Solutions Community Workforce Programs Dawson Experience 24 26 28 36

Brand Experience Training Center Dawson Language Matters Brand Standards

Our Colleague Resources 39 #dawson Work Perks 40 Internal Communication 42 Community Champions VTO Program Community Rentals Cristo Rey 46 Signature Events Let’s BUILD in 2022 49 2022 Company Goals 51 Sales and Growth Strategy and Alignment 52 Plan your quarterly OKRs

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 – B.U.I.L.D. in 2022.

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.

4

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.

dawsoncareers.com | 5

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

6

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.

dawsoncareers.com | 7

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

8

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.

2021 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 #2 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 #43 Privately Held Companies Ranked by 2020 revenue

dawsoncareers.com | 9

10

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

dawsoncareers.com | 11

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

12

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, but 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.

Video Resumes Employers meet applicants with 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, hosting job fairs and other recruiting events in the communities our employers serve, rather than making them drive to us.

dawsoncareers.com | 13

JOB PLACEMENTS

The Dawson team have been phenomenal staffing partners, and we are sincerely grateful for their efforts.

The ease of the process, the quality of the candidates, the responsiveness, and the level of service are always exceptional.

- Ernest Hoffman Director of Assessments, Research, & Development, PRADCO

14

WAREHOUSE & DISTRIBUTION DIVISION

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

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

Marketing and Creative

PROFESSIONAL DIVISION

Graphic Designers | Communications Specialists | Marketing Managers

Accounting and Finance Bookkeepers | Accountants | Financial Analysts

IT

OFFICE & CUSTOMER SERVICE DIVISION

Help Desk Specialists | Developers | Project Managers

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

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

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

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

dawsoncareers.com | 15

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.

16

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 workforce.

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.

dawsoncareers.com | 17

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.

18

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 2021, BY THE NUMBERS

Client partners participated in a community workforce event

Educational and career preparatory events

dawsoncareers.com | 19

Community Workforce Development Overview Dawson has been putting the Columbus region to work over the past 75 years with employment opportunities, educational programs, and career guidance for job seekers.

Dawson’s Community Workforce Program helps to meet today’s labor market as well as focus on building tomorrow’s workforce. Our outreach to local school districts and colleges is focused on educating our youth about all the opportunities after high school and identifying non-traditional pathways that lead to successful futures.

In addition, our career readiness programs implemented in classrooms across the region better prepare students for the workforce.

Dawson was among the first employers in our region to recognize the need to diversify marketing and recruiting efforts as reaching qualified job seekers had become increasingly challenging. Being among the first to act, Dawson introduced and launched our community workforce programs.

The objectives of the program are: 1.

Candidate Acquisition – Creating new and innovative ways to attract qualified job seekers and build a pipeline of future job seekers.

2. Client Development – Differentiating ourselves from our competition, bringing more value to our clients.

3. Community Engagement – Generate awareness by providing our expertise and experience to empower the lives of youth and underemployed in our region.

Dawson’s Career Kickstart Tuition Reimbursement program was launched as part of our workforce development initiatives.

With the additional financial commitment to associates within the program, Dawson experienced higher retention rates over traditional staffing placements. The students who are working to further their education are proven to be more engaged employees, working to better themselves for their future. Our CKS program truly allows us to empower people’s lives.

Within the first year of our Community Outreach Program, Dawson partnered with Franklin University, Ohio Christian University and Columbus State Community College. As well as the Hilliard City School district. Through constant outreach and engagement efforts, our CWP partners within the region have continually grown, year after year.

Through our Community Workforce Programs, we are able to work with students as job seekers on a regular basis and observe their barriers to employment. Our work helps bridge the gaps and expose the students to potential career pathways and job readiness enhancements, prioritizing underserved populations and placing emphasis on creating an overall positive student & job seeker experience.

20

2021 SCHOOL DISTRICT PARTNERS ›

Buckeye Valley

›

Columbus City Schools

›

Columbus Preparatory Academy

›

Dublin City Schools

›

Hilliard City Schools

›

Delaware Area Career Center

›

Eastland-Farfield Career & Technical School

›

Gahanna Jefferson Public Schools & Gahanna Lincoln HS

›

Knox County

›

Licking County

›

Olentangy

›

Pickaway County

›

South-Western City Schools & SWCSD Career Academy

›

Reynoldsburg City Schools

›

Tolles Technical Academy

›

Westerville City Schools

›

Whitehall

›

Worthington

Dawson has been an invaluable partner on many levels. Supporting our Career Development program as an Advisory Board member, providing feedback and leadership for resume day and interview day, organizing a district career fair, connecting our students to employers, supporting our teachers and coming to our rescue when COVID suspended a long-term partnership. Dawson stepped in asap and connected us with a training site for our students. Dawson is our go to for all things career and South-Western City Schools is pleased to partner with Dawson.

- Amy L. Schakat Coordinator, Career-Technical Education South-Western City Schools dawsoncareers.com | 21

COMMUNITY WORKFORCE PROGRAMS

Working with Dawson has been both helpful and encouraging as we have been able to connect with likeminded professionals, get our students plugged into wonderful career opportunities (one working directly on the Dawson team), and see that partnership grow to reach our local community context. We often hear from our students how much they appreciate connecting with Dawson professionals, like Mari Moore, and how developmental those engagements are for them.

Starting our relationship with Dawson has proved to be an immensely beneficial action, and I am positive will continued to grow and bless many more of our students and local community members in the coming years!

- Eric Fehr Director of Student Engagement, Ohio Christian University

22

2021 CAREER KICKSTART HIGHLIGHTS 570 students applied to Dawson.

Dawson currently has a total of 82 working Career Kickstart students at partner employers.

EARNING & LEARNING: Dawson has awarded over $22,000 in tuition reimbursement to Central Ohio college Students since the program began.

Career Kickstart Partner Employers OhioHealth, Abercrombie & Fitch, NetJets, lululemon, L Brands, BMW Financial Services, Nationwide Children’s Hospital, State Auto, American Municipal Power, Quantum Health, Huntington, Elford, Klarna, GBQ Partners, Whitespace Career Kickstart Educational Partners Capital University, Columbus State Community College , Columbus College of Art & Design, Franklin University, Indiana Wesleyan University, Miami University, Muskingum University, Ohio Christian University, Ohio Dominican University, The Ohio State University, Ohio University, Ohio Wesleyan University, Otterbein University, Park University, Per Scholas, University of Cincinnati, Urbana University, Wilmington University, Wittenberg University

dawsoncareers.com | 23

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

24

XP

S

E XC E L L E N T ERIENC

E

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 | Community Members | Vendors Our Clients – Job Seekers and Employers These are just a few examples of Dawson Brand Experiences where we engage with each of our audiences.

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

dawsoncareers.com | 25

26

Warehouse & Distribution Hiring Office and Training Center

Where to find us 3051 Delta Marine Drive Reynoldsburg, OH 43068

The skills gap for 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.

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

“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

› 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

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.

Celebrating over 200 successful forklift placements in 2021!

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 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.

28

dawsoncareers.com | 29

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 day-to-day 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.

30

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

›

Accuracy

›

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

dawsoncareers.com | 31

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.

32

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)

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

›

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

›

FAQs (not FAQ’s or Frequently Asked Questions)

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

›

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)

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.

›

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 common terminology)

Quotation Marks

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

dawsoncareers.com | 33

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

34

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 are 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

dawsoncareers.com | 35

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

Office (Administrative and Clerical)

Customer Service

Warehouse and Distribution

Marketing and Creative

For more details about the industries we serve, see page 15!

Accounting and Finance 36

Legal

IT

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

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. › ›

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 another 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?

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 has been operating for more than 75 years.

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.

Arial Helvetica dawsoncareers.com | 37

38

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 Volunteer Time Off (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 43.

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. *For full details about these work perks, check out the colleague handbook. dawsoncareers.com | 39

We know that you spend more time at work than you spend anywhere else. 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.

40

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!

Dawson Quarterly Live 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 eblast 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.

dawsoncareers.com | 41

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.

42

REDEEMABLE VTO DAYS:

›

Friday before Memorial Day: Friday, May 27

›

Wednesday before Thanksgiving: Wednesday, November 23

›

Friday before Independence Day: Friday, July 1

›

Friday before Christmas Friday, December 23

›

Friday before Labor Day: Friday, September 2

›

Friday before New Year’s Friday, December 30

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.

dawsoncareers.com | 43

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.

44

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.

dawsoncareers.com | 45

Events are a big part of what we do at Dawson – and we like to think we can through a good party! Throughout the year there are plenty – client entertaining, colleague engagement, job fairs, and more. Here are just a few of our historical signature events.

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!

Central Ohio Workforce Summit Each year Dawson invites business executives to hear from our region’s leaders to address relevant workforce topics.

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!?!?

46

dawsoncareers.com | 47

48

DAWSON’S 2022 COMPANY OKR: LET’S B.U.I.L.D. IN 2022!

For the past two years, growth has been the goal at Dawson.

Now, we’re encouraging everyone to B.U.I.L.D. Dawson up to even greater heights by focusing on the following 5 key areas:

BUILD OUR BRAND We are all brand ambassadors, let’s share with our community who we are and what we do.

UTILIZE OUR TEAM of EXPERTS Maximize all our resources – from Colleagues to software – and work together as a team.

INCREASE HEADCOUNT Implement innovative recruiting efforts to increase headcount for all our staffing divisions.

LEARN ABOUT OUR COMMUNITY WORKFORCE PROGRAMS Participate in our community workforce programs to build our workforce pipeline DELIVER EXCELLENT EXPERIENCES Look for ways to go above and beyond for our clients, job seekers, and our community.

dawsoncareers.com | 49

Your Objectives & Key Results (OKRs)...

50

TEAM OKRs

QUARTERLY OKRs

How can your team collectively help Dawson achieve the 2022 Company OKR?

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

PERSONAL DEVELOPMENT OKRs

GIVE BACK OKRs

How do you want to make your work or personal life better in 2022?

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

...Should Impact the Company OKR! List a professional team ORK for the coming year. Be as ambitious, measurable, and transparent as possible and indicate how you will assess if the OKR was accomplished.

COMPANY OKR “Let’s B.U.I.L.D. in 2022!”

Dawson’s 2022 OKR is the big-picture goal that we, as an organization, want to meet over a broad period of time.

TEAM OKRs Team OKRs establish priorities for what each team wants to accomplish as a unit. Rather than summarizing individual OKRs, these should focus on enabling company-level Key Results and Objectives.

TRANSPARENT Viewable across the entire organization from the CEO down to the intern.

AMBITIOUS Objectives are set just beyond the threshold of what seems possible.

MEASURABLE Key results are tied to tangible milestones.

INDIVIDUAL OKRs Personal OKRs define what each colleague is working towards.

These are usually established by the colleagues themselves (that’s you!) and feed into team and company OKRs.

dawsoncareers.com | 51

My Quarterly OKRs

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

Q1 OKR

Q2 OKR

52

Q3 OKR

Q4 OKR

dawsoncareers.com | 53

54