The Sendout: Q1 2022

For news, events, resources and more, scan to visit the Dawson Colleague Dashboard ------daretobedawsome.com.

2022 Dawson Annual Meeting Agenda VOLUME 8 | ISSUE 1 | JAN 20, 2022

REGULARLY SCHEDULED WORKDAY The Sendout is designed to connect and align all Dawson Colleagues – in all divisions and all locations. Published quarterly, and supplemented by a monthly email, The Sendout celebrates our #dawsome culture, generates excitement for Company events, and educates Colleagues on industry trends, and business initiatives.

8– 10 a.m.

› › ›

Open Office hours Visit the IT & Marketing Help Desks Professional Headshots

WELCOME + KEYNOTE SPEAKER 10 – 11 a.m.

THE SENDOUT STAFF

KEYNOTE: Jim Smith – CEO, Elford Hear how Elford is building this year by focusing on service in the community and delivering a positive experience.

Felicia Wilson Vice President, Marketing

DAWSON QUARTERLY LIVE

Ali Weaver Graphic Designer, Editor

11 – NOON

Mari Moore Program Manager

› ›

Wrapping up 2021: Results Recap Introducing Dawson’s 2022 Company OKRs

SPECIAL GUEST SPEAKER Chip Holcomb Managing Director of Investor Relations, OneColumbus

DAWSON EXECUTIVE TEAM Chris DeCapua Second Generation Co-owner

SESSION 1: 🄱🅄🅸🅻🄳 IN 2022

David DeCapua Second Generation Co-owner

12:45 – 1:35 p.m.

Learn about our Community Workforce and Training Programs. Use this new knowledge and information to increase headcount!

Jeff Miller President Felicia Wilson Vice President, Marketing Becky Fromkes Vice President, Operations Allie Tribbie Controller

CONNECT WITH US LinkedIn.com/ company/dawsoncolumbus Twitter @dawsoncolumbus

SESSION 2: 🅱🅄🅸🄻🄳 IN 2022 1:40 – 2:15 p.m.

SESSION 3: 🄱🆄🅸🄻🄳 IN 2022 2:20 – 2:55 p.m.

Utilize our Team of Experts with Allie Tribbie and Becky Fromkes Maximize all our resources, from Colleagues to software – specifically Teams, Lattice and our new software rollout plan – and work together as a team.

COOKIE SPEED CHATTING 3– 3:30 p.m.

Have news you want to share in The Sendout? Email Felicia Wilson at fwilson@dawsoncareers.com.

Build our Brand with Jeff Miller, Katrina Roby, and Lindsey Mearhoff Understand who we are and what we do so we can build our brand and increase headcount.

facebook.com/ dawsoncolumbus Instagram @dawsoncolumbus

Learn Community Workforce with Mari Moore, Travis Highly, and Felicia Wilson

Build our Brand It's time to put your knowledge to the test and practice your elevator speech!

For full agenda and more details, scan the QR code

LET'S BUILD IN 2022

Dawson’s 2022 Company OKRs For the past two years, growth has been the goal at Dawson.

Let’s change our focus to 🅱🆄🅸🅻🅳 in 2022, by focusing on the following five key objectives:

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

Key Results: › Outbound efforts from everyone each quarter.

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

Key Results: › 100% Colleague utilization on all company sponsored software › Lattice Engagement – weekly updates (90%) and manager milestones (100%) completion INCREASE HEADCOUNT Implement innovative recruiting efforts to increase headcount for all our staffing divisions.

Key Results: › Reach a peak of 1725 active working associates LEARN ABOUT OUR COMMUNITY WORKFORCE PROGRAMS Participate in our community workforce programs to build our workforce pipeline Key Results: › 1,000 student or workforce applicants converted to 250 starts › 300 job seekers trained through Community Workforce Training Programs › 100% colleague involvement in a Workforce activity DELIVER EXCELLENT EXPERIENCES Look for ways to go above and beyond for our clients, job seekers, and our community.

MEETING DETAILS

Key Results: › Clients – service 325 client › Job Seekers – 90% overall experience rating from our Excellent Experience survey results › Community – » 100% colleague involvement in a Community Champion activity » Volunteer a total of 500 hours as a company

WAIT, WHAT'S AN OKR?

OKR = Objectives & Key Results.

They should be: 1.

Transparent – viewable across the entire organization

2. Ambitious – set just beyond the threshold of what seems possible 3.

Measurable – key results are tied to tangible milestones.

dawsoncareers.com | 3

DAWSON BY THE NUMBERS

APPLICANT FUNNEL

JOB SEEKER SOURCES VS START SOURCES SOURCE

Dawson’s applicant funnel illustrates the number of job seekers that transition from a new applicant in our system to a Dawson working associate.

14,243

New Bullhorn Profiles

The total number of new, unique applicants that applied to our website or were parsed into our ATS from an external job board in 2021.

8,063

NEW JOB SEEKERS

Direct

NEW STARTS

W+D

OFF

PROF

1,862

13%

815

28%

451

337

27

Referral

692

5%

677

23%

504

145

28

Walk-ins

1,001

7%

722

25%

720

–

–

Indeed

7,211

51%

245

8%

60

178

7

CareerBuilder

1,531

11%

104

4%

60

35

9

LinkedIn

1,041

7%

100

3%

–

61

36

ZipRecruiter

281

2%

76

3%

–

63

6

Job Fair

26

0.2%

62

2%

52

9

–

Craigslist

8

0.1%

54

2%

52

–

–

Peak Ad Campaign

88

1%

36

1%

20

–

–

Facebook

61

0.4%

24

1%

20

4

–

Job Board

247

2%

–

–

–

–

–

Handshake

190

1%

–

–

–

–

–

1,957

842

116

TOTALS

14,243

2,915

A CLOSER LOOK AT NEW START SOURCES PER DIVISION ◼ Warehouse & ◼ Distribution Division Top 3 Start Sources:

◼ Office & Customer ◼ Service Division Top 3 Start Sources:

◼ Professional ◼ Division Top 3 Start Sources:

Prescreens & Job Convos

The total number of prescreens and job conversations recruiters had with job seekers over the past year.

Walk-ins Referral Direct

Direct Indeed Referral

37% 26% 23%

40% 21% 17%

LinkedIn Referral Direct

31% 24% 23%

2021 START TIMELINE

2,915 Starts

2021 Total Starts: 2,915 When those new starts applied: 9% (249) first applied in Q4 2021 17% (485) first applied in Q3 2021 13% (375) first applied in Q2 2021

The total number of starts in 2021.

8% (257) first applied in Q1 2021 19% (555) first applied in 2020 9% (276) first applied in 2019 25% (718) first applied in 2018 or prior

4 | The Sendout

2021 TRAFFIC REPORT

2021 WORKING ASSOCIATE HEADCOUNT SNAPSHOT — 1,800

◼ 2019 Headcount ◼ 2020 Headcount ◼ 2021 Headcount ◼ 2022 Projections

— 1,600

— 1,400

— 1,200

— 1,000

— 800

— 600

— 400

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

WEB TRAFFIC TO DAWSONCAREERS.COM

SEPT

OCT

NOV

DEC

READING BETWEEN THE LINES...

Total Visitors: 45,443 +6% over 2020 (42,894)

Key Takeaways

Q4 New vs. Returning: 82% New Users 18% Returning Users Web Views by Device Mobile 54% Desktop 45% Tablet 1%

MOST PAGE VIEWS

Home Page

38%

Job Board

28%

Job Placements

5%

About Us

3%

Our Staff

3%

Locations

2%

Contact Us

2%

www.dawsoncareers.com

Top Channels Direct Organic Search Referral Social Ads Paid

39% 38% 11% 10% 2%

Web Traffic was up over 2021 and 82% of our visitors were new! Our website applications are also the leading source for our new starts!

More than half of our 2021 starts first applied with Dawson prior to 2021, so stay in contact with our job seekers. If they applied with us once, chances are they will be back!

Unfortunately, we fell short in 2021 headcount, missing projections and far behind previous years.

What can we do differently to BUILD our headcount in 2022?

Seasonal Jobs Peak 2% dawsoncareers.com | 5

#DAWSOME EXPERIENCES

MAKING SPIRITS BRIGHT 5

4

3

2

1 10

7

8 6

2021 Toy Drive the Bus

9

For the 10th year in a row, the Dawson bus traveled to Clients around Central Ohio to collect toys for charity. Thanks to donations from our Colleagues and Clients, we delivered a bus full of toys to the kids at Nationwide Childeren’s Hospital.

2021 EXPERIENCE SURVEY RESULTS

E XC E L L E N T

Dawson started surveying our job seekers in 2013, and since then we have received over 10,000 surveys. Our goal is to score a 90% excellent rating when our job seekers and working associates rate their overall experience with Dawson. In 2021, we saw a significant drop in scores.

Dawson Experience Survey 153 responses Texted to all Job Seekers after they interview.

Working Associates Survey 282 responses Texted to associates two weeks after their start date.

6 | The Sendout

X

E

Q: HOW WOULD YOU RATE YOUR OVERALL EXPERIENCE?

S T OME R

CU

PE

RIENCE

S

Experience Survey

Working Associates Survey

Excellent!

70%

78%

Good

22%

13%

Satisfactory

4%

6%

Poor

4%

3%

Community Workforce Development Highlights

Through our Community Workforce Programs, we work with student job seekers and recent graduates. Our outreach helps bridge the gap with career readiness support and exposes our young workforce to potential career pathways. We are also reaching underserved populations through our district outreach, not only helping students, but their parents and the communities where they live.

2021 HIGHLIGHT PROGRAMS:

2021 Community Workforce by the Numbers

667 82

STUDENT PIPELINE PROGRAM PILOT WITH CITY BBQ Dawson worked with City BBQ to fill roles in their restaurants over the summer by building a student float pool where students worked across locations to fill open shifts. › › › › ›

2021 Summer pilot program 10 student working associates Three City BBQ restaurants (UA, Westerville, Powell) Dawson managed orientations and filling City BBQ’s open shifts 560 total hours worked

CAREER READINESS EXPERIENCE WITH SOUTH-WESTERN CITY SCHOOLS Project Search prepares young people with disabilities for success in the workforce. Dawson assisted Southwestern City Schools and their Project Search students with onsite work experience at L Brands during the pandemic. › › › › ›

Semester long program from January – May 2021 Six SWCS student graduates worked on-site at L Brands 700 total hours worked All participants were offered permanent employment opportunities L Brands asked to be an ongoing partner

30 10 212

The number of students who applied to Dawson via Career Kickstart

The number of Career Kickstart students who started a job with Dawson

The number of CKS students who are currently working

The number of students who have been placed permanently with Clients

The total number of Community Workforce Development events

Total Amount of Tuition Reimbursement Provided through our Career Kickstart Program:

dawsoncareers.com | 7

Newcomer of the Year Brittany Deskins Bayleigh Green Samantha Zid

#Dawsome Team Player Lindsey Mearhoff Brian Routt

Passionate Commitment Jody Babcock Luisa Molina Mary Noel Moore

Resilience Steve Chieffo Alexandria McCluskey Mari Moore

Integrity Mark Cummings Trent Jepson Jennifer Weakley

Accountability John Bodenschatz Laurie Radeloff Lauren Smith

Dawson MVP Melanie Dotson Travis Highley Katrina Roby VOLUME 8 | ISSUE 1 | JAN 20, 2022