Build Your Team - Presented at the Florida Pest Management Association Summer Conference, 2019 | Donnie Shelton (Coalmarch)

1. Finding the right people to take your
business to the next level
Donnie Shelton

2. WhoIam

3. FirstServiceCompany

4. SecondServiceCompany

5. Howdidthishappen?

6. MyFamily

7. TheReality

8. What is disruption?

9. What is disruption?
In business, a disruptive innovation is an innovation
that creates a new market and value network and
eventually disrupts an existing market and value
network, displacing established market-leading firms,
products, and alliances
ANSWER

10. What does
disruption look like?

11. The Yellow Pages

12. Late 1990s - The disruption
● Shift in media consumption
● Many owners were caught off guard by the shift in advertising
● Many were struggling for leads as many went online
● Many companies capitalized on the opportunity
● Many were slow to adopt (and paid a heavy penalty for it)

13. How is the service industry
different today as a result of
this marketing platform
disruption?

14. Why is it that some
companies see disruption
while others totally miss it?

15. ?
Is it possible that we are
in the midst of another
disruption?

16. ?
Change #1

17. Millennials have
arrived - as target
customers and as
employees

18. But…. it’s tough
being a
millennial

19. With millennials now, this isn’t 20 years ago where there
were stay at home moms. Today’s 30 year old is going to
run their house like a business. They’re not spending
their weekends cleaning. They’re booking snow removal,
they’re outsourcing their laundry. Their thinking is: My
time is better spent elsewhere. There are dual incomes,
so it’s not a luxury, it’s a necessity.

20. Millennials are driving
high demand for
home services
● Time is the most important factor
● Dual income
● Have the money and the motivation

21. What about
expectations
for work?

22. 64% of millennials said they
wouldn't work in construction
even if they earned $100,000
or more.
Human Resources Today - Nov 2018
64%

23. Manufacturing jobs are taking a hit when it
comes to millennial employees. According
to a study conducted by Paychex,
manufacturing has one of the lowest
percentages of millennial employees
(31.8%) of all industries.
31.8%
Human Resources Today - Nov 2018

24. Leisure and hospitality have a
high percentage of millennial
employees (49.9%), but also pay
the lowest wages ($15.51/hour).
49.9%
Human Resources Today - Nov 2018

25. 1 in 4 millennials is a part of the
gig economy, which includes
freelance, part-time and/or
temporary work.
1/4
Human Resources Today - Nov 2018

27. ?
Change #1: Millennials are
here and they want services
(but don’t want to work in services)

28. ?
Change #2

29. The US working-age population has
gotten more educated over time, with
the share of the working-age
population with no college degree
declining significantly.

30. “The increasing share of more
educated people in the US labor
force is not just because the US
population is becoming more
educated. It is also because more
non-college graduates are leaving
the labor force due to disability...

31. ...The increase in disability rates,
partly because of the opioid
epidemic, are much more
concentrated in the population
without a college degree and is
therefore having a larger impact on
the supply of workers to blue-collar
and low-paid service occupations”

32. In a study by The Conference Board
from 2016, we find that almost all
occupations with a high estimated
share of undocumented workers are
within the blue-collar or low-paid
service jobs.

33. Undocumented immigrants tend to
concentrate in construction,
agriculture, production (especially in
clothing and textile), food preparation
and service, and cleaning related
occupations.

34. Recent immigration policy, which
presumably is reducing the number of
available undocumented immigrant
workers, is having a larger impact on
blue-collar occupations than
white-collar ones.

35. Also, in recent years, an unusually large share of workers
in blue-collar occupations have been retiring. This
combination of many retirements and few new entrants
is significantly reducing the supply of workers for
blue-collar occupations. Since 2012, the number and
share of people without a college degree has been
shrinking. People with a college degree are much less
likely to look for a blue-collar job.

36. Pool of workers is
dramatically falling
● Uneducated are getting out of the game
● Immigration policies are creating even greater
pressure on blue collar
● A vast majority of current blue collar workers are
retiring
● Kids are being encouraged NOT to pursue blue collar
● Millennials are already leaving blue collar high and
dry

37. ?
Change #2: The pool of
blue collar workers is
rapidly declining

38. ?
Change #3

40. It’s not as
good as you
think
APPLY NOW

41. My economic forecast comes out to 2.7% growth in
inflation-adjusted GDP for this year and 2.8% for next
year, but with a bigger than usual uncertainty:
Can we actually produce more
stuff with our current labor force
and productivity?
- Bill Conerly (June 2018)

42. The economy
is white hot
We are at a breaking point
People and productivity

43. ?
Change #3: The economy
is booming and pressure
is building

44. The perfect
storm
For Service
Hot economy
Demand for
home services
Dwindling pool
of workers

45. ?
Is it possible that we are
in the midst of another
disruption?

46. Let’s check…
How many
struggled to find
great employees
this year?
?
Show of hands
How many have a
bench of at least 3
people per FT
position?
?

47. The Disruption -
Acquisition and retention
of blue collar talent
● This is NOT a short-term problem
● This is systemic (even if economy dips)
● This is the epitome of disruption

48. Most are unaware of the
major disruption
happening - Not prepared
● Adjustment period to the new reality
● Inadequate systems
● Inadequate technology

49. This disruption is not
a bad thing
Opportunity is always
present with disruption

50. Majority of service companies fail to
see the opportunity.
Why?

51. Who can provide
the following
A: Cost per application (CPA)
B: Cost per hire (CPH)
C: Average retention of an employee (AR)

52. Why is this?
Most advanced softwares ever
on the market
For Jobs

53. Most PMPs don’t
understand how to
leverage technology for
real data

54. There is a big difference
InsightvsInformation

55. Inadequate
Systems
How many people have a well
written process that attracts
and retains employees?
The basics of growing your
company through great employees
TRAIN
RECRUIT
RETAIN
SCREEN
HIRE

56. Most PMPs don’t have rock
solid people systems

57. Technology is not paired
with great systems
● Creates technology that is disparate,
complex and overwhelming
● Each provide insight, but none can provide
the entire picture

58. What about you?

59. The Yellow Pages

60. How can you get in front
of this disruption?

61. ?
Option 1: Do Nothing

62. Hire the leftovers

63. ?
Option 2: Take advantage
of the opportunity - Now

64. Get good at
recruiting
1S O L U T I O N
Get good at
retention
2S O L U T I O N

65. How do you retain
great employees?

66. The “Institutional Man”
SRA Miller

67. What is the point of the
story?
The Pheasant
and the Bull

68. What does the Bull
and the Pheasant
have to do with SRA
Miller?
The Key Question

69. Recruiting great employees is
useless if your company sucks…
Great employees will not stay
or worse, they just might…

70. Hiring and retaining
great employees
The Key Point
- Order is important
- Fix your company first
- No point in recruiting if you cannot retain

71. “Everything in our strategy
our competitors could copy
tomorrow…but they can’t
copy the culture - and they
know it.”
- Herb Kelleher,
Founder, Southwest Airlines

72. The real question to ask:
How do I build a great culture
that people don’t want to leave?

73. How do I build a great culture
that people don’t want to leave?
Step 1 - See your company as
the product that great people
want to buy

82. How do I build a great culture
that people don’t want to leave?
Step 2 - Be clear on what a
great culture is

83. I am not
talking about

84. Nor am I
talking about

85. Good
culture?
A Key Question

86. Profit - Your best long-term indicator

87. Profit in service
company
Profit is the result that you see
Profit is not the cause of a successful
company

88. A penny saved...
IS NOT a penny earned
Suppose a company has revenues of 1M at 10% profit?
Saves 40k = 140k in profit
What does that company have to generate in sales
to equal the same effect?

89. A penny saved...
IS NOT a penny earned
1.4M @ 10% = 140k

90. Which is easier to do?
Save 40k?
Earn 400k?

91. Chasing the
dragon
Let’s focus on sales

92. Greatest culture also
Highest profit companies

93. Service company profit
● It is all about your payroll
● It is all about high productivity
● Preserve your culture first

94. The base of profit
In a service company
The quickest way to a profitable company
Have productive and efficient employees

95. SRA Miller and the institution
People behave “like everyone else”
Productivity is culture

96. Best software programs

97. The base of
productivity
Culture defines your productivity
What is your culture?
Does it support productivity?

98. What is your culture
When was the last time you personally
wrote someone up?
Do you ever find yourself repeating the
same conversation?

99. The root of culture is…
Accountability

100. If you get nothing else from this section
Your Culture
Your culture is a system of
accountability

101. Action items for a culture of
Accountability

102. What is the most
productive time of
a Presidency?
(this is an oxymoron)?
A Key Question

103. Culture - Action Steps
1. Have 90 Day Objectives
(For every position)

104. Which sounds better
to you? -
An vague idea or a written plan?
A Key Question

105. Culture - Action Steps
2. Have Clear Career Paths
(We have position summaries)

106. What do your job
descriptions say?
What do your reviews say?
A Key Question

107. Culture - Action Steps
3. Integrated Accountabilities
- Position Agreement
- Review
- KPIS

108. What about finding
Great Employees?

109. How many of you would
consider yourself great
marketers?

111. Lets play a game
Why should I work here?

116. Why do most PMPs put 10x
effort (and money) into
consumer sales than getting
the right people?

117. Who knows?
Why does the sun rise in the east?

118. Recruiting is really
marketing
In marketing
- Who are you?
- Who are you looking for?
- Where are the people you are looking for?
- How do you attract

120. Recruiting is
marketing
Different clothes on
1. Get clear on who
2. Create a conversion funnel
3. Set goals for each step in the funnel
4. Launch campaigns

121. TheBuild™Platform
Have and use a technology stack

124. Use a People
Technology Stack
ATS
Applicant Tracking System
OBS
Onboarding System
LMS
Learning Management System
PDS
People Development System
Forgely Platform Analytics
● Indeed
● Zip Recruiter
● Google Jobs
● Forgely Hire
● Docusign
● Unique Background
Solutions

125. 1. Data must be shared between all systems
2. One - time entry
3. Cross platform analytics
Key features of your
technology stack

126. People technology
stack
ATS
Applicant Tracking System
OBS
Onboarding System
LMS
Learning Management System
PDS
People Development System
Forgely Platform Analytics
● Indeed
● Zip Recruiter
● Google Jobs
● Forgely Hire
● Docusign
● Unique Background
Solutions

127. 1. Single point of entry
2. Multiple platform distribution (with target spend)
3. Funnel analytics
Key features of
your ATS

128. Use a People
Technology Stack
ATS
Applicant Tracking System
OBS
Onboarding System
LMS
Learning Management System
PDS
People Development System
Forgely Platform Analytics
● Indeed
● Zip Recruiter
● Google Jobs
● Forgely Hire
● Docusign
● Unique Background
Solutions

129. Key features of
your OBS
1. Electronic delivery
2. Electronic reporting (I-9s, etc)
3. Integration with HR and CRM softwares

130. Use a People
Technology Stack
ATS
Applicant Tracking System
OBS
Onboarding System
LMS
Learning Management System
PDS
People Development System
Forgely Platform Analytics
● Indeed
● Zip Recruiter
● Google Jobs
● Forgely Hire
● Docusign
● Unique Background
Solutions

131. 1. Flexible content creation and delivery
2. Real time feedback
3. Content portability
Key Features of
your LMS

132. Use a People
Technology Stack
ATS
Applicant Tracking System
OBS
Onboarding System
LMS
Learning Management System
PDS
People Development System
Forgely Platform Analytics
● Indeed
● Zip Recruiter
● Google Jobs
● Forgely Hire
● Docusign
● Unique Background
Solutions

133. 1. Provide ongoing professional training
(not just technical)
2. Central location that aggregates
a. Training
b. Reviews
c. Inspections
d. Performance
Key Features of
your PDS

134. How much do you pay
your employees for a
friend referral?

135. “.... found that close work friendships boost
employee satisfaction by 50% and people with
a best friend at work are seven times more
likely to engage fully in their work.”
Do Friends
Matter?

136. How much do you pay
your employees for a
friend referral?

137. - A friend - 7 times more likely to be fully
engaged
- A friend is 50% more satisfied (with you
doing NOTHING!!)
Go big on referrals

138. Let’s put this all together

139. How to hire and retain
great employees

140. 1. In a blazing economy, people is the limitation
to growth, not marketing
2. Bull5hit only gets you so far - Your company
must deliver on the recruiting promise
Summary of
Key Points

141. 3. Before going big on recruiting, be sure that your
company’s culture is ready for great employees
4. Have and use a people technology stack (that
includes an ATS, OBS, LMS, PDS)
Summary of
Key Points

142. 5. Treat recruiting with as much vigor as you do
marketing (it is the same thing with different
clothes on)
6. Know your CPH (Cost per hire) - It will help
guide your recruiting and referral decisions
Summary of
Key Points

143. Action Items
1. Calculate and Compare your retention rate to the
industry standard (by position)
2. Engage and implement a people technology stack
3. Track at a minimum - CPA, CPH per platform your
recruit on

144. Have more questions?

145. Want to know
more about
building a
team?
Available at

146. Want to know
more about the
system?
Available at

148. What if?
● Empirically proven system
● Providing a highly effective
system for hiring, screening,
onboarding and retaining the
best employees
You could build a platform
TRAIN
RECRUIT
RETAIN
SCREEN
HIRE

149. Forgely™ Platform

150. ATS
Applicant Tracking System
OBS
Onboarding System
LMS
Learning Management
System
PDS
People Development
System
Empirically proven
system

151. Forgely™ Platform (ATS)
A P P L I C A N T T R A C K I N G S Y S T E M
Anywhere Really
Easily post your jobs to all major platforms

152. Forgely™ Platform (ATS)
A P P L I C A N T T R A C K I N G S Y S T E M
Record ad spend easily

153. Forgely Hire careers website designed for conversion
Forgely™ Platform (ATS)
A P P L I C A N T T R A C K I N G S Y S T E M

155. Quickly identify and contact applicants that fit your profile
● Pre-screen candidates with automatic
flagging for unqualified applications
● Form reactor for immediate response
Forgely™ Platform (ATS)
A P P L I C A N T T R A C K I N G S Y S T E M

156. ● Manage openings from one place
● Manage all of your candidates (regardless of source) in one place
● Advanced screening and filtering to help you identify the perfect
candidate for your company
● Quickly screen out unqualified applicants via automatic flagging
Forgely™ Platform (ATS)
A P P L I C A N T T R A C K I N G S Y S T E M

157. ● Define your process
● Manage it all from Forgely
● Integrate with 3rd party providers
Forgely™ Platform (OBS)
O N B O A R D I N G S Y S T E M

159. ● Never print and track paperwork
● Do it all with pre-populated
forms
Forgely™ Platform (OBS)
O N B O A R D I N G S Y S T E M
● Docusign integration
● Automated I-9 Reporting (e-Verify)

160. ● Never miss an important document
● Real time reporting of onboarding progress
Forgely™ Platform (OBS)
O N B O A R D I N G S Y S T E M

161. Create the highest trained most productive employees with
the most advanced service industry LMS
Forgely™ Platform (LMS)
L E A R N I N G M A N A G E M E N T S Y S T E M

162. ● You don’t have to create the
content (but you can!)
● Copy training
● Integrate with other training
content providers - OSHA /
Ancillary Training
Forgely™ Platform (LMS)
L E A R N I N G M A N A G E M E N T S Y S T E M

163. Get the most from your greatest asset…
Create a culture of performance and accountability
Forgely™ Platform (PDS)
P E O P L E D E V E L O P M E N T S Y S T E M

164. Unified company intranet
● Organize company documents and online tools
● Unify your company backbone infrastructure
Forgely™ Platform (PDS)
P E O P L E D E V E L O P M E N T S Y S T E M

165. Unified company intranet

166. ● Define your KPIs
● Tie KPIs back to inspections and reviews
● Hold employees accountable with
automatically scheduled inspections
and reviews
Forgely™ Platform (PDS)
P E O P L E D E V E L O P M E N T S Y S T E M

167. ● Automated work list
● Track training, reviews & inspections
Ensure your managers actually manage
Forgely™ Platform (PDS)
P E O P L E D E V E L O P M E N T S Y S T E M

169. Forgely™ Platform
Analytics
Gain insight to your people,
not incomplete information

170. Through integrations, easily know your:
Cost per contact
Cost per applicant
Cost per hire
Average retention
Forgely™ Platform
Analytics

171. Forgely™ Platform is
more than software
● You need expertise to
execute
● Setup is easy, and experts
stand ready to help you

172. Recruiting
Screening
Onboarding
Services along the platform to help along the way
The Forgely™ Platform
The only people system you need
Training
Development
Culture

173. The Forgely™ Platform
New UI
More integrationsMulti language
support

174. The Forgely™ Platform
Take the opportunity of disruption
Best Candidates Best Performance Phenomenal Culture

175. Disruption is happening
Are you going to respond or react?

176. Hang out with
Mark at our
booth!

178. Have
Questions?
E-MAIL
dshelton@coalmarch.com
Phone
919-436-2099
Website
www.coalmarch.com