(Part 1 of 4 in a Series)
Employer relations is a dynamic process that depends on three interrelated components: marketing, sales, and service. These areas must function together to build and maintain strong partnerships with employers. Each component has its distinct purpose, but they’re deeply connected and, when managed well, create lasting, meaningful collaborations.
- Marketing introduces employers to your institution and its unique value proposition.
- Sales deepens the relationship by understanding employer needs and converting interest into action.
- Service retains and grows relationships by delivering an exceptional experience that encourages repeat business.
Before diving into each of these areas in detail, it’s valuable to take a moment to reflect on your own office’s current efforts. Consider the following:
- How much time and energy are you investing in each of these areas: marketing, sales, and service?
- Which area do you feel you’re strongest in? For example, are you confident in your ability to market to employers, or is your strength in delivering excellent service?
- Is there an area where you feel your efforts could be improved or where more investment in time or resources could make a significant difference?
Thinking critically about these questions will help you get the most out of this series of articles. As you read through the articles on marketing, sales, and service, you’ll be able to assess where your team’s strengths lie and where growth opportunities exist. The balance of effort among these three components can have a significant impact on your success in employer relations, so identifying which areas need more attention will allow you to prioritize your strategy more effectively.
Let’s begin by looking at marketing—how it creates awareness and sets the stage for future collaborations.
Read Part 2 – Marketing in Employer Relations: Building Awareness and Opening Doors
