Job Fairs
SouthPark Center
Strongsville, Ohio
SouthPark Center's retailers needed help--full-time and part-time
help--to fill as many as 3,000 positions in more than 130 stores and
restaurants in the brand-new superregional mall. But with unemployment
rates low and the center still under construction and off-limits to the
public for interviewing, hiring and training such a large number of
employees would be a major challenge.
The SouthPark Center management team decided to help provide a forum for
its retailers to attract the high-quality associates, managers and
assistant managers they needed in time for both the October grand opening
and the busy holiday season that would quickly follow. The effort would
also help SouthPark management build relationships with retailers well
before the grand opening.
OBJECTIVES
1. To provide a forum for retailers and center management to
attract staff.
2. To build relationships with SouthPark retailers.
3. To partner with local employment agencies.
4. To gain pre-opening publicity.
IMPLEMENTATION
SouthPark's team joined forces with the Ohio Bureau of Employment
Services, tapping into their resources and expertise to create two job
fairs. The job fairs would be held at a hotel just one-quarter mile from
the center. Each participating store would be charged a $30 fee for each
job fair to defray the hotel costs.
Two months before the job fairs, the team sent informational packets to
all the center's retailers to ensure significant participation. Team
members followed up with phone calls and two more informational mailings.
The team and hotel staff designed a clear layout for the job fair so
applicants could easily find their destination. Classifed display ads
were placed in local papers prior to each job fair. The Ohio Bureau of
Employment also posted information on the job fairs on the computer
system that links its network of 12 local offices. During the job fairs,
representatives from the agency helped direct and assist job
applicants.
RESULTS
The job fairs attracted strong participation by both job applicants and
retailers. The first drew more than 1,600 applicants and 74 retailers;
the second drew more than 1,700 applicants and 81 retailers.
Participating stores reported hire rates as high as 67% of those
interviewed. Many stores and restaurants accepted more applications than
they could hire, providing a strong base for hiring additional holiday
workers.
The first job fair received 12 minutes of publicity on four local TV
news stations, which helped increase attendance at the second one.
CREDIT
Owned and managed by: The Richard E. Jacobs Group
Professional recognition to: Paula Dechant, SCMD, marketing
director; Thomas A. Bird, CSM, CMD, manager; Rachel Rice, assistant
marketing director; Randy Woodle, CSM, regional manager.
EXPENSES
| Advertising | $4,965 |
| Hotel rental | 1,900 |
| Singage | 2,095 |
| Subtotal | $8,960 |
| Less stores' fees | $3,990 |
| Total | $4,970 |
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