Staffing Success Magazine (May–June 2010)
An Equation for Successful Communications
Reem El-Khatib
Numbers have told many stories over the past year: of the decline in the economy; of growth in temporary and contract employment; and, according to Kevin McGovern of RealStreet Staffing, of the rewards of winning an award in the ASA Staffing VOICE Awards competition. The awards celebrate the vision, originality, innovation, creativity, and effectiveness of ASA members' communications campaigns.
The 2010 ASA Staffing VOICE Awards competition is sponsored by CareerBuilder, an ASA corporate partner providing customized products and services to help staffing firms increase their exposure with candidates and potential clients.
Eric Gilpin, president of the recruiter business unit at CareerBuilder, was a judge of the 2009 entries. "It was great to see the participating firms leading the way in terms of effective communication to candidates and clients," he said.
RealStreet's McGovern describes the positive effect that recognition in last year's competition had on realstreetstaffing.com, his company's Web site: "42% growth in new visits...26% growth in page views—we believe that increased traffic was a direct result of the VOICE Award win. So, what did the win do for us? The numbers tell the story."
Entering the ASA VOICE Awards competition was a tactic that helped RealStreet drive traffic to its Web site without spending money on advertising.
This year, participation in the ASA Staffing VOICE Awards competition may provide the equation that gives your firm a new level of success.
A Win Can Multiply Marketing
A win in the Staffing VOICE Awards competition can help a company's marketing dollars go further to "turn economic limitations into very successful communications solutions," says Kevin McFadin of Fan Works Design, another judge of last year's entries.
"Times are tough for various industries," says Alease Dodd, director of sales for Clark Personnel Service, so recognition in the VOICE Awards is affirmation that "we have the tools to succeed." Her firm was honored last year for its direct mail campaign. The win, according to Dodd, has been a great selling point for suppliers and has generated a lot of positive feedback from clients. The company celebrated its achievement with the community by announcing its win in the local newspaper. "I really believe in this program," Dodd says.
The team at the Delta Cos., which received the 2009 Best of Show award, agrees: "The ASA VOICE Awards help to highlight our capabilities and serve as a point of differentiation in a competitive marketplace," says Mike Gianas, the company's communications director. Creative director Eric Sasser adds, "Being recognized by ASA as a leader in the craft of advertising is critical to our approach and how we do business."
ASA has a number of ways to help competition winners celebrate the recognition and multiply the marketing opportunities that a VOICE Award provides. The association created a special "award winner" graphic that companies can use on their Web sites, marketing materials, and more. ASA also publishes articles about the competition and winners in its Staffing Week newsletter and this magazine, and on the association's Web site. Award-winning entries are displayed at Staffing World®, the ASA annual convention and expo, and descriptions are featured in the program distributed to convention attendees.
"It is an honor to be recognized by our peers in the staffing industry," says Jim Young, director of marketing and advertising for top honoree Labor Ready. Young adds, "From our president on down, there is a sense of accomplishment in being involved in industry-leading communications efforts."
Entering: Easy as 1, 2, 3
"Creative professionals constantly struggle with questions about whether they're good enough," says Sasser. Recognition in this competition affirms that they are.
The 2010 ASA Staffing VOICE Awards competition is open to ASA active member headquarters and provides 16 entry categories, including direct mail, social media, public service, and promotion of ASA membership, to celebrate successful communications campaigns.
To enter, simply
- Download the call for entries from americanstaffing.net. Click on Members, then Awards and Recognition.
- Prepare your materials according to the competition guidelines.
- Send your entries to ASA before Aug. 2.
Advertising or public relations concepts designed and marketed, or publications issued since Aug. 1, 2009, are eligible. Entries will be judged in two classes: independent staffing firms and national staffing companies.
Certificates of excellence and merit are awarded to the best entries in individual categories. "Crystal" awards honor the top campaigns and entries in the overall competition:
- Communications Award: Best campaign in each class that advances the overall image of the industry
- Best of Show Award: Best single entry in each class regardless of category
- Judges' Award: Single entry recognized by the panel for exceptional achievement
And beyond the physical rewards your company could receive, one of the most fulfilling aspects of the competition is the team work involved. Stacey Burke, vice president of corporate communications for TrueBlue Inc., a "crystal" award winner in the 2009 competition, says the company is honored to be recognized for a campaign that involved its employees. The power of camaraderie is celebrated in the company's win, she adds, saying that the VOICE Award that TrueBlue received is a reflection of the hard work and participation of its employees—it is "a celebration of their voices."
For a complete set of instructions, category descriptions, and an entry form, visit the ASA Web site, americanstaffing.net. Entries and fees must be received in the ASA office by Aug. 2.
Questions? Contact Reem El-Khatib, public relations coordinator, at 703-253-2047 or relkhatib@americanstaffing.net.
Reem El-Khatib is public relations coordinator for the American Staffing Association. To comment on this article, e-mail success@americanstaffing.net.