Building Relationships with High ROI

Building Relationships
with High ROI
Matt Berndt
Director –Communication & Career Services @ CSO Research, Inc.
CEIA 2013 – Orlando FL
Copyright © 2013 Matthew Berndt

Matt Berndt Career Services Evangelist
Director, Communication & Career Services @ CSO Research, Inc.
matt@csoresearch.com
http://www.linkedin.com/in/mattberndt
@mattberndt
20 years in career services and employment
Who is this guy?

Agenda
• Relationship Characteristics
• The Relationships You Need to Build
• Identifying Opinion Leaders
• Communicating Your Vision
• What You Bring to Relationships
• Assessing Your Relationships
• Why People Will (or Won’t) Help You
• The Big ROI: Making your relationships pay off
for your students/recruits & your organization!
• The Result: Relationships that will benefit you
personally and professionally.

Characteristics of
Well-Functioning Relationships
• Recognition of and commitment to
Shared Goals
• Understanding of
Different/Respective/Competing Goals
• Expectation of Mutual Benefit
• Climate of Mutual Respect
Are you bringing these into the
relationships you are trying to build?

Characteristics of
Dysfunctional Relationships
• Mutual Respect Absent
• Self-Interest Prevails over
Mutual Benefit
• Other’s Ideas Disregarded
• Interaction/Collaboration
Avoided
Are you bringing any of these
into the relationships you are
trying to build?

Relationships you need to build
• Students
• Employers
• Faculty
• Administrators
• Parents
• Other Staff
• Alumni
• Vendors
• Public Affairs/PR
• “Friends” of the
College/University
• Your Boss
• Your Team
Where do you start?

Identifying Opinion Leaders
(The Diffusion of Innovations – Everett Rogers)
Opinion Leaders

Getting Buy-In
“People don’t buy what you do; they buy why you do it!”
Simon Sinek
The Golden Circle – Simon Sinek
Raise money to
Buy a Centrifuge
Raise money to
Cure Cancer
Doing your Job Making an Impact

What is Your Vision?
• How do you decide
what you will do and
what you will not do?
• Your Office Mission
• Your Personal Mission
If you’re a director,
your staff take their cues from YOU!

To bring the best personal computing experience to
students, educators, creative professionals and consumers
around the world through innovative hardware, software
and Internet offerings
– Apple
To be earth's most customer centric company; to build a
place where people can come to find and discover anything
they might want to buy online
– Amazon
To give people the power to share and make the world
more open and connected
– Facebook
Vision/Mission Statements:
Guess Whose!

To optimize human potential, increase happiness, and
maximize the engagement of people by providing superior
solutions for understanding, acquiring, developing and
retaining talent
– Kenexa – An HR Services Company
Make the best possible ice cream in the nicest possible way
– Ben & Jerry’s Ice Cream
Deliver happiness to customers, employees, and vendors
– Zappos
To help launch the careers of the college-educated workforce
by delivering innovative, intuitive and valuable solutions
backed by exceptional service and support
– CSO Research
Vision/Mission Statements:
Guess Whose!

A Career Center Example
Mission (Why)
– To assist students and alumni in understanding and leveraging their
education, experience, talents and creativity to craft a lifetime of personal
and professional success
Methods (How)
– Providing convenient access to career development, job search and recruiting services that
meet our clients' diverse needs
– Serving as a valuable link to the University community for employers who wish to recruit our
students and alumni.
– Offering tools, resources and opportunities that will be of value to all of our clients.
– Fostering an office environment recognized for professionalism, quality customer service, a
friendly culture, and a genuine desire to help students and alumni articulate and achieve their
career goals
Core Services (What)
– Career Development: Career exploration, job search strategy & career planning
advisement; graduate and professional school advisement; and job search skills
development
– Job & Internship Search: Job and internship opportunity development and distribution;
career exploration and professional networking programs; career fairs; on-campus
interviewing; and resume referral services

What do you bring to
relationships?
Subject Area Expertise
Financial Resources
Human Resources
Professional Assistance
Operational Assistance
Connections/Relationships
What can you do to make their life easier/better?
How can you help them be successful?
How can you demonstrate your relevance to them?

Assess Your Relationships
• Internal Relationships
– Boss, Peers, Subordinates
• External Relationships
(On-Campus)
– Students, Faculty, Staff,
Administration
• External Relationships
(Off-Campus)
– Employers, Alumni, Parents
• How well do they
understand career
services/co-op?
• How well do they
know/understand
you personally?
• How well do you
know/understand
them personally?

Why Some People Will Help You
(and others won’t!)
Two reasons people won’t be willing to help you:
1. They don’t know you or know enough about you to care
whether or not you succeed
2. They are afraid you might make them look bad and don’t
want their name and reputation connected to you
Three reasons people will be willing to help you:
1. They believe you deserve their assistance
2. They genuinely want to see you succeed
3. They are confident you will not make them look bad
You have to EARN their support!

The more you succeed . . . .
. . . the more they will be willing to help!

In Conclusion
Questions
and/or
Comments

Matt Berndt Career Services Evangelist
Director, Communication & Career Services @ CSO Research, Inc.
matt@csoresearch.com
http://www.linkedin.com/in/mattberndt
@mattberndt
20 years in career services and employment
Thanks!

Building Relationships with High ROI

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