The Sendout | Q3 2019

DAWSON HIRING FOR 1,400+ POSITIONS page 5

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SEE MORE MEMORIAL TOURNAMENT PICTURES page 7

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A COLLEAGUE BABY BOOM page 8

VOLUME 5 | ISSUE 3 | JULY 18, 2019

PLUS, CHECK OUT THE COMPLETE DAWSONCAREERS.COM

MAKEOVER! page 4

VOLUME 5 | ISSUE 3 | FRIDAY, JULY 18, 2019

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.

THE SENDOUT STAFF Felicia Wilson Director of Marketing Ryan Beaman Managing Editor Ali Weaver Graphic Designer Taylor Alexander Marketing Coordinator

DAWSON EXECUTIVE TEAM Chris and David DeCapua Second Generation Co-owners Jeff Miller President Nancy Luce Vice President, Dawson MSP Becky Fromkes Vice President, Operations Allie Magoch Controller Felicia Wilson Director of Marketing

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

Have news you want to share in The Sendout?

Email Ryan Beaman at rbeaman@dawsoncareeers.com.

Empathy. Gratitude. Play.

A look at Brené Brown, Crucial Conversations, and other colleague education themes.

“To create meaningful connections and keep people at the center of everything we do.”

That’s the mission statement that you helped us define at the first-ever Dawson Annual Meeting in January. In each of the small-group breakout sessions, “people” appeared more than any other word when brainstorming what we do, why we do it, and our overall mission.

Over the past couple of months, our training and education programs have been focused on how we interact with people – our clients, our job seekers, and most importantly, each other.

Throughout the summer, Dawson Colleagues are going through Crucial Conversations training led by a certified trainer in a traditional classroom setting, and in June, we presented Brené Brown’s Netflix special, Call to Courage, during a brown bag lunch gathering in the theater. Both of these programs suggest that empathy, understanding, and transparent communication are the keys to more productive and less stressful lives.

As a business, it is our job to present ourselves to the outside world in the most professional manner possible.

And as your employer, it is our responsibility to give you the tools to do that.

The content presented in both Crucial Conversations and Brené Brown’s documentary is the foundation of Colleague education at Dawson. It is our belief that this information won’t only help you excel in your jobs but life outside of work as well.

Becky Fromkes Vice President of Operations

EDUCATION UPDATES

The Call to Crucial Conversations Instructor-led classes paired with a group viewing of popular Netflix documentary teach Dawson Colleagues how to communicate more effectively.

Throughout the summer, Dawson has provided two separate education programs to help all Colleagues improve their interpersonal communication skills: Crucial Conversations and Brené Brown’s Call to Courage.

“That way I am more comfortable having the conversation (rather than) avoiding or resorting to silence and having the problem never get solved and emotions build up,” said King.

books, and her TED Talk on vulnerability is one of the mostwatched in the world.

A brief round-table discussion following the presentation highlighted similar themes learned in Crucial Conversations, including honesty and transparency in communication, keeping facts separate from emotions, and choosing courage over comfort as a path to personal and professional growth.

The training will be completed by all Dawson Colleagues by summer’s end.

Based on the New York Times best-selling business book of the same name, Crucial Conversations is an 8-hour course set in a traditional classroom environment, featuring interactive lessons and role-playing activities to simulate challenging communication situations and how to create better outcomes.

“To not have the conversations because they make you uncomfortable, is the definition of privilege.

Your comfort is not at the center of this discussion.”

Certified instructor Penny Davis, who is a retired HR professional with companies like Tween Brands, Big Lots, and Safelite AutoGlass on her resumé, says the information presented helps people “have tough conversations when opinions differ, stakes are high, and emotions are high.”

Davis says the information presented in these types of trainings helps people work more efficiently. “It helps people move to resolution quicker, and spend less time in the conversation,” she said. “So everyone can get back to work.”

In June, a group of around 30 Dawson Colleagues gathered in the Joseph M. DeCapua Community Theater to watch Brené Brown’s critically acclaimed Netflix special, Call to Courage. Brown is a researcher who has written five best-selling

Senior Marketing and Creative Recruiter Stephanie King says learning to state facts and create dialogue were key takeaways.

3 steps to Crucial Conversations: 1

2

Storytelling

Step back and dig deeper into the actual events that are leading to your conclusions.

Fact is an occurrence that can be proven through observation or measurement. Don’t rely on second or third-hand information and pay attention to specific behaviors that are making you feel uncomfortable or triggered in the situation at hand.

AND THEN

By nature, when something happens to us, we tell ourself stories that we construct based only from judgment, which leads to a feeling or emotion that causes us to act our worst when it matters the most.

WHICH LEADS US TO

What are you telling yourself about what happened?

3

Fact Finding

Find Shared Meaning

Once you have the facts from both sides, how can you meet in the middle to make the situation healthier for both of you?

Finding common ground will help you work together and get to resolution faster while shedding the emotion initially attached to the interaction. dawsoncareers.com | 3

MARKETING UPDATES

The Web We Weave Updated user experience at dawsoncareers.com aims to create excellent online experiences for job seekers and employers, and better sell services to prospects

You could say it’s the “cherry on top” of the brand development work that Dawson has worked on over the past few years: the company’s website – dawsoncareers.com – will get a complete facelift in the next few weeks.

The cornerstone of the site is a completely redesigned job board, or “job search site” as our job seekers might call it. The job listings are cleaner, easier to read, and the job details most important to the user – like title, location, and compensation – are prominently displayed. On the recruiter side, all applications import directly into Bullhorn, replacing a manual system with cumbersome data entry.

In addition to the Bullhornintegrated job board, the marketing side of the web site has been completely redesigned to mirror the messaging and branding Dawson rolled out in 2018. “The Employment Experts” tagline is prominent throughout the designs and each line of business – Job Placements, HR Management Solutions, and Community Workforce Programs – has its own section to explain all service offerings.

The new design platform also offers the opportunity to add custom 4 | The Sendout

pages for special promotions and initiatives, like graduate recruitment or interactive invitations to signature client events like the Memorial Tournament.

team and partnering with a small, independent team was a much more efficient use of resources and much more cost-efficient than hiring a traditional agency.

Ryan Beaman, Dawson’s Senior Creative and Communications Strategist, explained that the way websites are built and function has changed since Dawson launched its current website, nearly 6 years ago. Companies used to work with expensive agencies to create a website, and aside from slight copy or graphic changes, they were sort of “stuck” with the same website for years until the next redesign.

User-friendly, flexible platforms like Wordpress have made building a modern and ever-changing website much easier.

Once the website is launched, users can expect new content on a more consistent basis. This content will provide additional opportunities to reach out to clients and prospects, help coach job seekers to be better prepared for interviews and assignments, and expand Dawson’s commitment to creating excellent experiences to a digital world.

“We want to think of this less as a website and more as our technology product,” said Beaman. “It’s just like an iPhone app that’s constantly updated with new features and functionality.”

Dawson partnered with VectorOne, a boutique technology development firm based in Italian Village, to develop the new site and create custom Bullhorn integrations.

Utilizing Dawson’s in-house marketing

“We want to think of this less as a website and more as our technology product – just like an app that’s constantly updated with new features and functionality.”

A quick peek at PEAK 2019 5 FEATURES TO LOOK FOR -------------A completely redesigned and easier-to-use job board Designed to look more like LinkedIn or other popular job sites, the user experience is more comfortable and friendly to those who are already familiar with the process.

-------------“Mobile-first” designs Over 50 percent of our website traffic comes from a mobile device, so all pages are designed to look great – and feel more like a modern app – on smartphones.

-------------Improved Bullhorn integrations General contact forms, divisional employment inquiries, and individual job applications are fully integrated into Bullhorn jobs and job seeker profiles.

-------------Consistent brand messaging and visuals Building on the rollout of The Employment Experts ad campaign and sales collateral released in 2018, the website more clearly explains Dawson’s value to job seekers and employers.

-------------Expanded resources and content to share with clients, prospects, and job seekers A flexible content management system provides new opportunities to create interview tips, educate clients on the job market, and continue to position Dawson as The Employment Experts.

It seems to hit earlier and earlier each season: Dawson’s “peak” hiring season – the time of year where retail clients ramp up their warehouse, distribution center, and customer service staffing ahead of the busy holiday shopping season.

According to data from the Ohio Department of Jobs and Family Services, the unemployment rate in Franklin and Licking counties was 3.0 percent in May. These are the two central Ohio counties were Dawson sources a majority of its associates for its warehouse and distribution center clients, presenting a potential sourcing challenge for Recruiters in this division.

With an anticipated need for upwards of 1,400 associates for seasonal part- and full-time positions, Dawson kicked off Peak marketing with its sponsorship of Red, White, and Boom. The sponsorship included on-air promotion of Dawson throughout the month of June, and ownership of WNCI (97.9 FM)’s “Boom Central” live broadcast on Wednesday, July 3, WNCI’s most listened to broadcast annually. The campaign concluded by advertising a patriotic hiring event Thursday, July 11 at the Gahanna branch, which attracted 37 qualified job seekers.

Dawson will continue to support recruitment for warehouse and distribution center applicants with a comprehensive multi-channel advertising strategy through mid-November.

Dawson is hiring

to support 4

partnership Clients.

associates for seasonal positions Where will we find all these people?

A lot of places!

Digital Advertising Around 1 million Dawson ads will appear on web sites, Facebook, and Instagram, using artificial Intelligence tactics to identify and serve ads to active and passive warehouse job seekers.

Billboards In early July, digital billboards popped up at strategic, hightraffic intersections near Dawson’s partner warehouses. The campaign is scheduled to run through early August and maybe extended pending success.

Radio This year’s radio campaign is based around traffic sponsorships on top-rated stations WCOL (92.3), WODC (93.3), WNCI (97.9), and WZCB (106.7) throughout the months of August, September, and October. Studies suggest traffic reports are the most soughtafter and least tuned out moments by radio listeners.

Events In addition to participating in traditional job fairs and hiring events through the end of the year, Dawson will also sponsor and attend strategic non-traditional recruiting events like Festival Latino in August.

Paired with Dawson-exclusive branch hiring events, there will be a consistent schedule of events for Recruiters to connect with job seekers in person. dawsoncareers.com | 5

2019 Hiring Events: A Success, Indeed Every year, Dawson hosts multiple hiring events at its home office and branch offices. While many have been successful throughout the years, fluctuation in employment rates and inconsistent results with various advertising channels have resulted in a more disappointing turnout for others.

The success rate has changed in 2019, thanks primarily to a new hiring event promotion tactic: Indeed Events, a new product from one of the top job board vendors already utilized by Dawson. With this feature, employers can post a hiring event that reaches more people actively searching for jobs, while having the ability to filter and target job seekers who meet our minimum requirements. As a result, our hiring events using Indeed promotion are not only increasing traffic but also attracting better-quality job seekers.

The results speak for themselves!

St. Patrick’s Day Hiring Event at Home Office Thursday, March 14 75 job seekers 14.6 - Q1 average daily traffic 535% over normal daily traffic -------------New Grad Hiring Event at Home Office Thursday, May 9 71 job seekers 16.2 - Q2 average daily traffic 438% over normal daily traffic -------------Red White & Boom Hiring Event at Gahanna Hiring Office Thursday, July 11 37 job seekers 4 - Q3 average daily traffic 925% over normal daily traffic

*Quick Notes: Through data collected from the past 5 years, Thursday hiring events have yielded the highest traffic numbers. This is likely based on the effectiveness of ads running for four weekdays leading up to the event – weekend ads and earlier weekday events are more likely to be forgotten in people’s busy lives.

The cadence at which these events are hosted is important. While it might seem intuitive to hold an event like this every week to yield these kinds of numbers, past results have shown otherwise. When these events are promoted weekly, or even bi-weekly, the traffic number decreases significantly with each event.

Utilizing the same tactics that promoted these events, Dawson will host monthly warehouse and distribution center hiring events at branch offices through the end of 2019.

6 | The Sendout

CAMERA ROLL

dawsoncareers.com | 7

REASONS TO CELEBRATE

Baby Boom Dawson’s extended family grew by four little ones this quarter! Congratulations to Lauren Reese, Ashley Palmer, Emily Costanzo, and Emily Marshall on their bundles of joy. Can you match each newborn photo to their name?

(Answers on bottom of page) 1

2

3

4

5

6

7

8

COMMUNITY CHAMPION SPOTLIGHT

Robin Hungerford

Hudson Alexander Reese

Remi Monroe Palmer

Vivien Grace Costanzo

Palmer Layne Marshall

Born Wednesday, May 22

Born Wednesday, June 5

Born Monday, July 1

Born Monday, July 8

_____ & _____

_____ & _____

_____ & _____

_____ & _____

Wedding Bells

As one of Pelotonia’s original riders, Robin has raised nearly $50,000 for cancer research at the James over the past 11 years.

To donate and help her reach her 2019 fundraising goal of $2,600, visit pelotonia.org (Rider ID #RH0030).

Ryan Beaman

Lerby Bonilla Lora married Joan M. Evangelista

Allie Tribbie married Jay Tribbie

Laurie Radeloff married Kyle Radeloff

Katy Wiseman married Nick Wiseman

Monday, Feb. 18

Saturday, May 18

Saturday, June 29

Saturday, July 6

Other Celebrations Happy 75th birthday, Phil!

Phil Freeman celebrated his 75th birthday with his favorite type of cake – carrot cake.

Steve Chieffo 5 year Dawson Anniversary

Wednesday, June 26

Sunday, July 7

Baby Reese: 5 and 7, Baby Palmer: 2 and 8, Baby Costanzo: 3 and 6, Baby Marshall: 1 and 4.

8 | The Sendout

Over the past 9 months, Ryan has given more than 200 hours as Volunteer Director of Media and Public Relations for HOBY Ohio South, a youth leadership organization that holds a 3-day seminar for Ohio high school sophomores each June at Marietta College.

He worked with the programming team to develop the theme, branding, and program books for the seminar and produced a 20-minute real-time documentary to show parents at closing ceremonies of the seminar. Learn more at hobyohiosouth.org.

Dawson Community Champions Dawson Community Champions have earned VTO (volunteer time off) by volunteering at least 20 hours at their favorite charities.

Adam Alderman Alexa Gornall Ali Weaver Angie Broshar Becky Fromkes Clara Boggs Clay Miller

Erin George Judy Lehman Katie Matheny Katy Williams Laurie McPhee Margie Long

Mark Cummings Morgan MacGregor Rebecca Uhlin Ryan Beaman Sara Himes Sean Ransom Shenice Latta

The total number of hours Dawson employees have volunteered for their community in 2019.

Community Rentals YTD Total Rentals: 17 YTD Total Amount Raised: $2,450 All rental fees benefit the Dawson Community Champions Foundation.

Excellent Quarterly Bonus Congratulations Lindsey Taylor on earning the Excellent Quarterly Bonus!

Lindsey received a total of 71 surveys with a 92% overall excellent rating.

1

Dawson Experience Survey | 277 responses Texted to all Job Seekers after they interview.

2

Working Associates Survey | 72 responses Texted to associates two weeks after their start date.

3

Exit Survey | 67 responses Texted to all ended associates.

Experience Survey

Working Associates Survey

Exit Survey

Excellent!

81.3%

73.8%

56.7%

Good

14%

18%

26.9%

Satisfactory

3.7%

0%

7.4%

Poor

1%

8.2%

9%

From Cristo Rey to Calflin University:

Trinity Mosley’s Senior Year at a Glance During each academic year, Dawson welcomes four students from Cristo Rey Columbus High School to work in the home office as a part of the school’s work study program. One of the students that joined the Dawson team this year was Senior Trinity Mosley. Trinity spent one day a week and one Friday a month working and learning from Dawson Colleagues.

“I definitely learned how to communicate with people. At my previous jobs, I really didn’t talk to people that much so when I came to Dawson everyone was really welcoming and we talked a lot,” said Mosley.

Prior to working at Dawson, Trinity worked at both Coalescence and AEP. When she reflected on her past work study experiences, her senior year at Dawson stood out as the most positive. This was in part due to the variety of projects she worked on, “When I started in the morning, I would upload things to Bullhorn and I just had different projects throughout the day, so it wasn’t just the same thing all day,” said Mosley.

In the fall Trinity will be attending Calflin University on a full-ride scholarship which she earned through both academics and athletics.

In addition to pursing her studies, Trinity will be continuing her love of volleyball by joining Calflin’s team as a defensive specialist. Looking toward her future at college, Trinity is eager to branch out and encounter new people, As Trinity embarks on her future, she is grateful to Dawson leaving a positive impact on her last year of high school, “Thanks for the experience, it was great. I met a lot of great people, overall, it’s been a great year,” said Mosley. dawsoncareers.com | 9

DAWSON BY THE NUMBERS

Q2 Applicant Funnel

10,396

10,396 The total number of applications Dawson received in Q2

Job Board Applications

3,325

32% 32% of applications received make it into Dawson’s Bullhorn System.

Bullhorn Profiles

2,467

74% 74% of Job Seekers in Bullhorn visit a Dawson branch.

Branch Traffic

1,178

47.7% 47.7% of Job Seekers that interview at a Dawson branch are hired by a Client.

Starts

Status of Profiles Added to Bullhorn in Q2 New Lead

1,813

54.5%

Candidacy Pending

281

8.5%

Eligible & Active

260

7.8%

Placed

229

6.9%

Use with Caution

207

6.2%

Candidacy Pending (paperwork incomplete)

205

6.2%

Did Not Use

127

3.8%

Failed Requirements

109

3.3%

Did Not Hire (Dawson)

70

2.1%

Hired Perm with Client

24

0.7%

Q2 Grand Total: 3,325

Branch Traffic Total Q2 Branch Traffic 2018: 2,571

Total Q2 Branch Traffic 2019: 2,467

Location

2018

2019

% change

Grandview

1,254

1,056

-15.8%

Grove City

313

267

-14.7%

Gahanna

211

228

+8%

Mount Vernon

108

30

-72%

Strasburg

105

76

-27.6%

Reynoldsburg

345

166

-52%

Heath

131

122

-6.9%

10 | The Sendout

-4% change over Q2 2018

1,254 1,056 313 267 211 228 108 30 105 76 345 166 131 122

2018 Traffic* 2019 Traffic*

Q2 2019 TRAFFIC REPORT

Web Traffic to dawsoncareers.com Total Visitors: 15,276 -33.4% over Q2 2018

Total Calls: 8,208 -32.1% over Q2 2018

Q2 2019 New VS. Returning:

Q2 2019 Total Calls: 8,208

www.dawsoncareers.com

Organic Search

54.1%

Direct

37.3%

Referral

5%

Digital

2.8%

Social

0.7%

Phone Traffic

80% Returning Users 12,221 total

24.5% called 255-JOBS 2,011 total

20% New Users 3,055 total

75.5% called 255-1400 6,197 total

Q2 2018 New VS. Returning:

Q2 2018 Total Calls: 12,091

79.7% Returning Users 18,285 total

27% called 255-JOBS 3,263 total

20.3% New Users 4,656 total

73% called 255-1400 8,828 total

Starts

TextUs

Q2 Total Starts: 1,178 -6.7% over Q2 2018

Outbound Messages Sent Responses Total Received

June Starts: 381 When Those June Starts Applied: Applied in June

17%

Applied in May

27%

Applied in April

8%

Applied in March or earlier

48%

11,367 5,695 3,409

48% 27% 17%

8%

Community Workforce Programs

Referrals

The number of Community Workforce Events Dawson has hosted in 2019: 28 $6,500 tuition dollars have been reimbursed from Dawson 9 students have been hired on permanently with our clients These 55 students are currently working with the following clients:

NUMBER OF STUDENTS CURRENTLY WORKING

OhioHealth, NetJets, Stonecrop, lululemon, Root, American Municipal Power, BMW Financial Systems, and Quantum Health.

The number of Dawson associates who have received the referral bonus

38

The average percentage of Dawson associates who are eligible for the referral bonus

22%

dawsoncareers.com | 11

MARK YOUR CALENDARS DAWSON CLIENT SUITE AT HUNTINGTON PARK Thursday, Aug. 1

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CRISTO REY DRAFT DAY Tuesday, Aug. 20

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DAWSON DIAL-IN

Wednesday, Aug. 21 Wednesday, Sept. 18

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CENTRAL OHIO WORKFORCE SUMMIT Friday, Sept. 20

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DAWSON QUARTERLY MEETING (Q4) Friday, Oct. 18

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DAWSON ANNUAL MEETING

Friday, Jan. 10, 2020

save the date

Friday, January 31, 2020