1. About Uxbridge College….. Outstanding in May 2008 OFSTED Inspection One of the first 12 providers nationally to achieve Conditional Part A TQS in November 2007 and reaccredited in Summer 2009 Achieved Beacon College Status in January 2009

2. EMPLOYER ENGAGEMENT STRATEGY Maintaining and expanding employer responsiveness Providing local employers with quality skills solutions Working with local employers to respond to rapidly changing skills needs Working in partnership with funding agencies and stakeholders Using effective account management arrangements and CRM database Working with employers to deliver employability programmes for unemployed

3. CURRICULUM AREA TARGETS TO SUPPORT THE STRATEGY e.g. Use baseline data from the CRM database to increase contacts with local employers by 10% Research ten employers with a customised training needs analysis to establish sector requirements Respond to broker referrals within 48 hours Use the CRM database to record one mail shot per term Attend one sector skills council event per term

4. EMPLOYER SERVICES’ TARGETS Achieve an annual 10% increase in response rate for employer satisfaction feedback Achieve a minimum 90% satisfaction rating Achieve an 11% annual increase in active employer count on CRM 3% of 11% should be from inactive to active employers

5. EMPLOYER RESPONSIVENESS – COMMUNICATION FRAMEWORK Operational Plan Employer Responsiveness Strategic Plan Employer Engagement Strategy Corporate Goals Directors’ Reports Portfolios Operational Plan Financial and Target Reports CRM Action Plan and Reports SMT Project Monitoring Group Governors Performance Reviews Employer Responsiveness Group World Class Skills CRM Thematic Project Communication to Employers T2G Report Employer and Employability Activity Reports Project and Partnership Report College e-bulletin- RESPONSE CRM Action Group Marketing

6. TYPES OF REPORTS SMT reportStudents – Employer with Organisation Receipt Active Employers – Events History Active Employers – Events Type Summary Active Company Size - Summary by Employer Type Active Employers – Aged 2007/08 chart Active Employers – Aged 2008/09 chart Active Employers - Student Count Active Employers - Geographical Analysis Successful Enrolment 08/09 as a result of Promotion Employer Event Follow-UpEmployer Contact Event and Tasks – User Audit Employer Evaluation Feedback Summary Employer Training Evaluation – 3 Month summary

7. EMPLOYER REPORTS Employer Type Sample Sectors Count of All Employers Employer Type Sample Sectors Count of Active Employers Business 625Business 108 Child Care 137Child Care 96 Engineering 215Engineering 61 Retail Outlets 416Retail Outlets 44 Other Sectors2,301Other Sectors1,313 Actual Total including all sectors 3,694Actual Total including all sectors 1,622

8. How Marketing can support your CRM Marketing colleagues are your partners – build a good relationship! Be clear about your expectations and their capacity Agree a marketing plan and monitoring system to measure impact and added value

9. Operational Plan Targets  Maximise unit cost to employer by creating value for money training packages  Maintain Training Quality Standard Part A  Achieve TQS Part Bs in agreed curriculum areas  Increase employer satisfaction from 87% to 95%  Continue to expand Hayes Business Studios and support business start ups  Embed CRM across the whole College as the main management tool for expanding employer responsiveness  More Employer Champions to support the College

10. After 2 Years… Cascade training out to ‘champions’- agents of change – 46 staff trained with regular slot on College Training Days Staff Governor CRM Champion who attends Action Group ‘Response’ regular e-bulletin – to all staff to include CRM update and voucher for ‘user of the month’ Employer Engagement targets and CRM use in Appraisals Keep identifying and developing relevant reports - e.g. customer satisfaction, impact of marketing activities Put clear protocols in place for users, marketing and management

11. What Next? Map the CRM journey to the Employer Journey so the two processes link Link the Marketing and Promotions strategy to the CRM Establish a list of fields required for future campaigns Include contractors/suppliers in the CRM and promote service area usage Review staffing expertise in line with expanded CRM use

12. Questions? Lorraine Collins Director of Employer Engagement and Employability LCollins@uxbridgecollege.ac.uk