FPC Quarterly Report 2011 Q2 : Page 1

Building your employment brand quarterly report April 2011 Awesome, Inc. recent survey by employer-branding firm Universum showed that one in four young professionals, out of more than 10,000, wants to work at Google, Inc. Given the prominence of Google in our everyday lives (are you going to Google that statistic after you finish reading this article?), the company’s reputation as a great employer may not be all that surprising. But what about the rest of the top 10, which includes Walt Disney at number 3, the U.S. Department of State at number 4, and Teach for America at number 10? These companies’ reputations among a target group of potential employees is a testament to the power of employer branding. One-month change in payroll employment by industry Feb.-March 2011 Profesional & business services Education & health services Leisure & hospitality Trade/transport & utilities Manufacturing Financial Logging & mining A Other services Information Construction Your company’s Govt. says a lot about the candidates you’ll attract Kortney Kutsop, employer branding regional manager for Universum, defines employer branding as “having an employer value proposition that appeals to your target audience,” and then making sure it’s communicated to that audience. “Some organizations think that internally they’re a great company to work for, but the Kutsop message isn’t getting across externally,” Kutsop says. She noted that as the focus of job seekers has changed, the way a company presents itself has changed. Ten years ago, people looked for employment according to the industry they wanted to work in. The focus then changed to brand — what particular company the job Continued on Page 2 EMPLOYMENT CHANGES BY INDUSTRY From the Bureau of Labor Statistics (BLS) In March, employment in the service-providing sector continued to expand, led by a gain of 78,000 in professional and business services. Manufacturing employment continued to trend up in March (+17,000). Job gains were concentrated in two durable goods industries— fabricated metal products (+8,000) and machinery (+5,000). Employment in durable goods manufacturing has risen by 243,000 since its most recent low in December 2009. Employment in leisure and hospitality rose by 37,000 over the month, with more than two-thirds of the increase in food services and drinking places (+27,000). Health care employment, which is part of education and health services, continued to increase in March (+37,000). Over the last 12 months, health care has added 283,000 jobs, or an average of 24,000 jobs per month. I Table of Contents BLS: Employment numbers Candidates key in on your brand Modern interviewing tactics Trends in relocation HR Spotlight: Chuck Cookson, Director of Labor Relations and Safety, FirstEnergy FPC’s Poll on Worker Innovation Pg. 1 Pg. 1 Pg. 2 Pg. 3 Pg. 4 Pg. 4 THE EMPLOYMENT SITUATION Info from the Bureau of Labor Statistics (BLS) In March, the number of unemployed persons (13.5 million) and the unemployment rate (8.8 percent) changed little. The labor force also was little changed over the month. Since November 2010, the jobless rate has declined by 1.0 percentage point. Among the major worker groups, the unemployment rates for adult men (8.6 percent), adult women (7.7 percent), teenagers (24.5 percent), whites (7.9 percent), blacks (15.5 percent), and Hispanics (11.3 percent) showed little change in March. The jobless rate for Asians was 7.1 percent, not seasonally adjusted. The number of job losers and persons who completed temporary jobs, at 8.2 million, was little changed in March but has fallen by 1.3 million since November 2010. The number of long-term unemployed (those jobless for 27 weeks or more) was 6.1 million in March; their share of the unemployed increased from 43.9 to 45.5 percent over the month. I Unemployment rate, March 2008-March 2011 Percent

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