TZL 1518 (web)

January 1, 2024, Issue 1518 WWW.ZWEIGGROUP.COM

TRENDLINES

Elements of a marketing plan

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Effective corporate strategy requires defining a direction, fostering collaboration, and leveraging strengths for diversification. Navigating corporate strategy

A t Zweig Group, our goal as strategic planning consultants is to ask the right questions to help identify existing strengths that can be leveraged to present new opportunities. In other words, we help to facilitate a plan for strategic growth/diversification. We want to determine how we can grow to further leverage our existing strengths. If your firm works in multiple business domains, this happens through separate corporate and business level strategies. Business level strategies refer to activities a firm undertakes within its specific business units to gain an advantage over competitors in the marketplace. Typically, these take the form of multiple strategies determined by organizational structure. In the AEC industry, these are commonly based on market sector or geography. For example, Doe’s engineering firm employs two distinct business-level strategies. One for further market penetration into their existing K-12 vertical and another for diversification into the closely aligned higher education vertical. Two business units that may require different business level strategies to build a competitive advantage. Corporate strategy refers to the overall direction of the organization. Corporate strategy is what enables a firm’s internal groups (in whatever form these come in) to collaborate and leverage one another effectively. It is what makes an organization greater than the sum of its parts. Having an effective corporate level strategy means the organization is successfully competing in multiple business arenas and utilizing this diversification to strengthen each arm individually – whether these arenas be geographies, market sectors, services, or even multiple industries. In this case, Doe’s engineering firm has established a corporate strategy to leverage its existing K-12 expertise to expand into higher ed, with the eventual goal of using higher ed to further penetrate into the K-12 market. Outside of the AEC industry, Apple is a prime example of excellent corporate strategy. The $2.5 trillion organization operates in multiple business arenas – each collaborating and ultimately benefiting from one another.

FIRM INDEX AECOM......................................................................... 8 Atwell............................................................................. 6 Bowman Consulting Group Ltd...............10 Derck & Edson, LLC............................................8 KSA...................................................................................4 Summit Engineering Group..........................6 WSB.............................................................................. 10 WSP................................................................................ 6 MORE ARTICLES n MITCH FORTNER: Innovative initiatives Page 3 n MARK ZWEIG: Cliches are hurting your business Page 5 n JANE LAWLER SMITH: Words matter Page 7 n JESSE SIEVERS: A new recruiting approach Page 9 In Zweig Group’s 2023 Marketing Report , 65 percent of AEC firms include a firmwide marketing budget in their plans. Other common elements encompass revenue/sales goals (44 percent), market sector planning (29 percent), and office/division- specific plans (24 percent). The data underscores the varied components integrated into marketing strategies within the AEC industry.

Travis White

See TRAVIS WHITE, page 2

THE VOICE OF REASON FOR THE AEC INDUSTRY

TRAVIS WHITE , from page 1

Apple conducts business all over the world with a diverse range of device offerings. Once you’ve purchased one of their products, Apple ensures that it’s more advantageous to buy another Apple product over a competitor due to frictionless interoperability between each product line. The iPhone works with the Mac, the Mac works with the headphones, and the headphones work with the watch. Corporate dictates this strategy and the company’s overall direction, requiring the interoperability between product lines and therefore departments. However, interoperability is only half of the equation. Corporate simultaneously needs each group to innovate within their own business unit, each developing their own business level strategy. This sounds great, but is easier said than done. A good corporate strategy requires complete dedication and needs to be ingrained in every decision a firm makes. In Apple’s case, it has devoted decades of effort and resources to furthering this piece of its corporate strategy. For instance, when Steve Jobs returned to the failing organization in 1997, he fired the general managers of all business units (in one day) and instituted one P&L for the entire business in an attempt to expel internal silos. Decisions made since have incorporated their corporate strategy of connecting seemingly independent divisions of the company. As a result, the market has deemed Apple greater than the sum of its parts. So what does corporate strategy look like within the AEC industry? Some examples include: ■ Markets that translate to one another. Look for similarities that can be used in cross selling expertise. ■ Innovative or unique offerings. For example, Zweig Group once worked with a firm whose corporate strategy was to develop a specialty in incorporating storm shelters – something that would make them uniquely qualified for specific projects. ■ Ensuring each sector is operating in the same manner. This refers to consistency of client experience no matter which sector the client is working with – a simple, yet challenging objective. It also refers to consistent fee structure/ value proposition – high fee, high quality – or cost competitive across the board. ■ Finding ways to leverage experts in other business units. As Bobby Petrino, former head coach of the Arkansas Razorbacks, likes to say, “Feed the studs.” These are merely a handful of different approaches we see as AEC exclusive advisors. The most common corporate strategy found in our industry is one based on client relationships. While this is a legitimate strategy and the most prolific approach to a competitive advantage in our industry, its common to the point that it could be considered a baseline expectation. Additionally, if your corporate strategy is to compete on fee alone, as Michael Porter puts it, that becomes “a race to the bottom.” It’s a legitimate strategy but one that’s difficult to win in the long run. If you believe your firm could benefit from a rejuvenated corporate or business strategy, Zweig Group has a team of strategic advisors here to help. Click here to learn more. Travis White is a strategy and operations advisor at Zweig Group. Contact him at twhite@zweiggroup.com.

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THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

OPINION

Innovative initiatives

O ne of the great things about working for a company like KSA is the ability to be creative and unique in our approach to firm management. As an example of that, I’d like to share about two unique programs we developed at KSA, which we believe advance our mission of “We Build People Who Build the Future.” Ensure employee growth and success by implementing innovative approaches to career development, like diverse training programs and leadership initiatives.

Mitch Fortner, P.E.

CAREER DEVELOPMENT AND TRAINING PROGRAM. First, KSA has invested a great deal of time and resources to create a career development and training program that we call KSA University. Many companies in our industry have training programs, but at KSA, we run ours a bit differently. KSA University is run on a semester basis, with anywhere from seven to 15 courses being offered per semester. Since its inception in 2019, KSA University has offered or conducted a total of 230 classes. That’s an average of 46 classes per year. The classes are taught by a combination of KSA subject matter experts and outside professionals with topics that range from soft and technical skills to fun elective topics. Since 2019, KSAU instructors have dedicated more than 2,000 hours of preparation and instruction time for KSAU classes. Additionally, in that same period, KSAU has documented more

than 11,000 hours of student, instructor, and program management time. Past courses have included classes on ethics, design, technical writing, book clubs, Spanish, leadership, management, mentoring circles, and lighthearted topics such as how to smoke a brisket. All classes offered by KSAU are live instruction classes, some with assignments to be completed outside of class time. In fact, many of the KSAU classes have homework to be completed individually or in small groups. With our nine offices in three states, we have found that conducting these classes live and online using video meetings is a great way to introduce, familiarize, and build relationships with our staff in different locations and different professional disciplines. That familiarization is one benefit we didn’t

See MITCH FORTNER , page 4

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

Over the two-year period, the BLT program trained more than 20 employees on topics such as SWOT analysis, decision- making, strategic planning, financial management, HR topics, governance, legal issues, fiduciary responsibility, the purpose of a company, Robert’s Rules of Order, and many other relevant issues. The capstone course gave each participant the chance to develop a SWOT analysis for KSA as a whole and then use those strengths, weaknesses, opportunities, and threats to create strategic initiatives and policies designed to increase KSA’s competitiveness, just as they would do if they were members of the board of directors. I’m very proud of the employees who were part of the BLT program. The work they produced in the last semester was exemplary. In fact, we have shared all the SWOT analyses and strategic initiatives with our current board of directors, who are considering which of the ideas will be implemented within our firm. BOTTOM LINE: INVEST IN YOUR PEOPLE. The AEC industry is home to tens of thousands of companies, many of which are trying to develop their own unique brand and culture. With the recruiting and retention challenges that all of our firms are facing, investing heavily in our employees’ career development and job skills just makes good sense. I’m proud of the employees of KSA, the culture they have created, and their continual efforts to improve our company. It’s a great place to work and grow your career! Mitch Fortner, P.E. is president and CEO of KSA. Contact him at mfortner@ksaeng.com.

MITCH FORTNER, from page 3

really anticipate but has proven to be a game changer for our company. KSAU is one of two unique programs we have initiated within KSA over the last five years. Within KSA University, we have one program that I would also like to highlight. This program has a great potential to not only impact KSA today, but for many years to come. A BOARD LEADERSHIP TRAINING PROGRAM. In the fall semester of 2023, KSA completed our Board Leadership Training (BLT) Program, a two-year series of classes offered through KSA University. KSA is very intentional about ownership and leadership transition, fulfilling one of our “future-focused” core values. Our BLT program was designed to assist with both of those transitions. Several years ago, our board recognized the need to develop a pool of potential future board members to replace retiring board members over the next five years. To help in that transition, we developed a two-year program that we agreed to make available to every KSA employee. It was interesting to see future leaders sign up for the program, as an indicator of interest in possibly becoming a board member. Being part of the BLT program is not a guarantee that you will become a board member at KSA and is not a requirement for being a future board member, but it has provided foundational training to develop a pool of potential candidates.

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

FROM THE FOUNDER

Cliches are hurting your business

A nyone who follows me on LinkedIn knows that I frequently rail against the use of cliches by AEC firms. It just seems like a never-ending stream of “cost effective solutions providers” out there who are “pivoting” as they become better “story tellers” out of a desire to achieve “authenticity.” Stand out in AEC marketing by steering clear of cliches, as they make firms seem generic and may push clients away.

Mark Zweig

The problem with all this business-speak is twofold. First, you sound like everyone else. Secondly, you run the risk of turning off some of those who make up your audience (i.e., clients and potential clients). When you sound like everyone else, you are actually making it difficult for a client to hire you – unless your fee is lower than everyone else’s. That’s not the position you want to be in. Believe it or not, “plain speak” is a differentiator today because the use of cliches and glowing accolades from marketers in our business is so out of control. Now as far as turning off your audience goes, you may say, “Zweig is crazy. He is making a big deal about nothing – this stuff does nothing to me.” But you can’t look at the world only through YOUR

eyes. You may not be inundated with this drivel like some of those who read proposal and qualification documents all day are. They could be more sensitive to it than you are. So why run the risk? Maybe it is time to look at all of your marketing material – your website, your social media posts, your brochures, and qualification documents – so you can see how rampant this problem is. Clean it all up. And while you are at it, check for use of acronyms with no explanation of what the initials stand for. We already have way too many firms whose names are initials. I sat in on a Zweig Group M&A

See MARK ZWEIG , page 6

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

BUSINESS NEWS ATWELL EXPANDS TO UTAH WITH ACQUISITION OF SUMMIT ENGINEERING GROUP Atwell has acquired the operations of Summit Engineering Group, a civil engineering and land surveying firm headquartered in Heber City, Utah. This is Atwell’s first permanent office in Utah, adding to the company’s recent expansion in the western United States. Terms of the transaction were not disclosed. Founded in 2001 by Brian Balls and Michael Johnston, Summit offers a wide variety of professional and technical services throughout Utah. Their employees have a broad range of construction experience, utilizing design software and data reporting methods that help ensure accuracy, construction feasibility, efficiency, and low construction costs. “Atwell and Summit place a priority on getting it right the first time, which makes our services and company cultures an ideal fit,” said Brian Balls, Principal at Summit. “Similarly, both companies have strong reputations for expertise, experience, and responsiveness to their clients’ needs. The breadth of Atwell’s services will expand into Utah, providing greater opportunity for our clients.” “The team at Summit is focused on providing clients with the highest standards of quality, value, and service,” said Jeff French, Vice President of Real Estate and Land Development for Atwell. “We look forward to working with the Summit team and leveraging their decades of experience within their community. We’re very excited to expand our national reach by bringing Atwell into Utah to provide greater service options for our clients.”

Atwell continues to expand its geographic footprint, service offerings, and capabilities through organic growth and strategic acquisitions. Summit is Atwell’s eighth acquisition over the past year. In the last two months, Atwell acquired Mead Gilman & Associates, a land surveying firm located in Woodinville, Washington, and Bay Engineering, a civil engineering, land surveying, and environmental services firm headquartered in Annapolis, Maryland. Atwell, LLC is a national consulting, engineering, and construction services firm with more than 1,500 professionals located across the country. Creating innovative solutions for clients in industries such as real estate and land development, power and energy, oil and gas, and infrastructure and transportation, Atwell provides comprehensive turnkey services including land and right-of- way support, planning, landscape architecture, engineering, land surveying, environmental compliance and permitting, and project and program management. WSP IMPLEMENTS USAID URBAN CONNECT PROJECT IN THE PHILIPPINES WSP in the U.S., a leading engineering, environment and professional services consultancy, will implement the U.S. Agency for International Development Urban Connect project to promote inclusive and resilient economic growth of nine secondary cities in the Philippines. The project will enhance local economic development and improve public service delivery by strengthening the economic competitiveness of those cities through regulatory streamlining, investment promotion, inter-local government cooperation and economic integration across regions.

“WSP has carried out several projects across the Philippines, including projects focused on local governance, service delivery, value chain strengthening, regional economic integration and program support services,” said Baljit Vohra, WSP senior vice president, integrated development. “This recent engagement in the Philippines will help enable us to continue the high quality of work and maintain recognition by host country counterparts of our delivery capability.” Urban Connect will also strengthen the partner local governments’ performance in planning, budgeting and revenue generation, as well as in their capacity to effectively deliver public services, particularly on education and health, with a focus on e-governance. This important support forms part of USAID’s Cities Development Initiative. As USAID’s implementing partner on this initiative, WSP will work closely with representatives from current CDI cities, national government agencies, the private sector, civil society, donors and implementing partners from other USAID projects. WSP’s partners for this project include the University of the Philippines Public Administration Research and Extension Services Foundation, Inc.; Makati Business Club/Liveable Cities Philippines; and The Center for International Private Enterprise. With an established presence in the Philippines and strong relationships with USAID and other stakeholders, WSP looks forward to making an impactful contribution on this exciting project. WSP USA is the U.S. operating company of WSP, one of the world’s leading engineering, environment and professional services firms.

“Maybe it is time to look at all of your marketing material – your website, your social media posts, your brochures, and qualification documents – so you can see how rampant this problem is. Clean it all up.”

consulting meeting the other day and was awestruck by all the firm names made up of initials – I couldn’t keep them straight. Also check for situations where you can substitute two syllable words for four syllable words. You will make everything easier to read and understand. You will differentiate yourselves over your competitors. And you won’t alienate anyone you want to do so business with. Mark Zweig is Zweig Group’s chairman and founder. Contact him at mzweig@zweiggroup.com. MARK ZWEIG, from page 5

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

OPINION

Words matter

AEC marketers must uphold communication standards, ensuring precision in language for clear, consistent, and defensible messaging.

F or those of you who don’t follow Merriam-Webster on Instagram, you may have missed the news. The word “irregardless” is coming to a dictionary near you. Cue the groaning. And please, make it loud! What is the English language coming to?

The great people at Merriam-Webster go on to explain their position:

Or perhaps it was a charette that included some discussion of storm water. Potato potahto you say? I think not. PUNCTUATION MATTERS TOO. I have also been presented, usually at the eleventh hour, pages of proposal copy from a project manager and each sentence is separated with two spaces (yes, I know you can use Find and Replace to fix this but honestly, why should anyone have to do that or even know it can be done? Unless you are using an actual typewriter, this is indefensible), when the rest of the proposal document uses only one. I know many highly educated professionals who refuse to use of the Oxford comma. Yet these same people are upset when their personal bio says they “enjoy cooking their family and their pets.”

Jane Lawler Smith

“The word has been in use since 1795.”

■

■ “It has been used by a large number of people for a long time with a specific and identifiable meaning.” (Yes, to mean regardless!) ■ “Dictionaries define the breadth of the language, not simply the elegant parts at the top.” Whether you agree with this position or not, it is defensible, the logic is sound, and the dictionary, after all, is the authority on such matters. Now that the groaning has died down, I imagine you are asking, what does this have to do with AEC marketing? SPELLING MATTERS. I imagine at some point in time, your firm may have conducted a charrette that included some discussion of stormwater.

See JANE LAWLER SMITH, page 8

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

ON THE MOVE AECOM ANNOUNCES APPOINTMENT OF DEREK KERR TO ITS BOARD OF DIRECTORS AECOM, the world’s trusted infrastructure consulting firm, announced the appointment of Derek Kerr to its board of directors. Kerr brings to the board extensive executive, finance and accounting expertise having previously served several leadership roles at the American Airlines Group, Inc., most recently as vice chair and president of American Eagle. In addition, Kerr previously served

as executive vice president and chief financial officer of American Airlines. “I am pleased to welcome Derek Kerr to our Board of Directors,” said Douglas Stotlar, AECOM’s chairman of its board of directors. “Derek brings a long-tenured professional career at the American Airlines Group, which will provide our Board tremendous insight to our global Professional Services organization and aid our leadership in advancing our strategy to create long-term value for our stakeholders.”

Kerr originally joined America West Airlines in 1996 and served a variety of financial and operational roles, including through America West’s acquisition by US Airways in 2005 and US Airways’s acquisition of American Airlines in 2013. He also currently serves on Comerica Bank’s Board of Directors. Kerr graduated from the University of Michigan with a master’s degree in business administration, as well as a bachelor’s degree in aerospace engineering.

Unlike the medical and financial industries, AEC firms don’t have industry-defined restrictions on marketing and contract language. However, your legal counsel should be consulted on a consistent, periodic basis to ensure contracts are free of wording that over-promises. GET THE WORD OUT. Do you have a style guide? Many companies do. And unfortunately, a lot of them are the definitive resource for logo use. And that’s all. I would argue that it is just as important to take a clear, consistent, and defensible stand regarding language as it is to define the white space required around your firm’s insignia. Language is not your brand but it can definitely impact your brand – positively or negatively. TIME TO INVESTIGATE. You don’t have to be a grammarian or walk around the office clutching your coffee mug that proclaims “I’m silently correcting your grammar.” (Although I don’t think there is anything wrong with that.) But you might need to become an investigator for a while. Talk with your team. Read recently submitted proposals, social media posts, or any written materials that have been produced for external and internal use. Talk with your spec writers. Connect with your attorneys. Where are the inconsistencies and the points of confusion? Talk with your clients. Listen to how they talk about your work. What words or phrases can you borrow from them that may better represent your firm and your services? CHANNEL YOUR INNER EINSTEIN. Albert Einstein is credited with saying, “If you can’t explain it simply, you don’t understand it well enough.” Therein lies the challenge: First, out of all the knowledge and understanding your firm holds, what needs to be communicated? Second, how do you say it – clearly and consistently? Third, what defensible choices will you make that are most relevant for your firm and your audience? Fourth, follow Merriam-Webster on Instagram, regardless. Jane Lawler Smith, MBA, is the marketing manager at Derck & Edson, LLC. She can be reached at jsmith@derckandedson. com.

JANE LAWLER SMITH , from page 7

Nitpicking you say? Tell that to your family and your pets. YOU ARE THE AUTHORITY. I’m not here to tell you which way is correct any more than I am going to write to Merriam (yes, we are on a first name basis) to try and get irregardless removed from the dictionary. What I am here to tell you is that it is important for you to decide. Marketers in the AEC industry fulfill many roles – one of which is creating, implementing, and defending communication standards. Think of yourself as the Merriam-Webster of your firm. You decide what’s in and what’s out. Or you should. It’s not about being picky. The point is to create rules for the firm that result in clear, consistent, and defensible communication. An example: What is a “master plan”? If you ask my friend Merriam, you’ll find this: A plan giving overall guidance. If you google that term – master plan – you’ll get more than 2.3 million results. And if you search on the term masterplan, as some firms represent it, you’ll get about 84 million results and a different definition from Oxford Languages: A comprehensive or far- reaching plan of action. Even the Dictionary of Architecture & Construction (Fourth Edition, McGraw Hill) is vague in its attempt at a definition: A plan, usually graphic and drawn on a small scale but often supplemented by written material, which depicts all the elements of a project or scheme. Is any of that specifically relevant to what your firm means when they use the term master plan? Or masterplan? I suspect the answer is no. YOUR SPEC WRITERS AND ATTORNEYS WILL THANK YOU. It isn’t just AEC marketers who are concerned with your word choices. Consulting your internal specification writers will go a long way toward precise communication too. Asphalt is not the same as bituminous; decorative is not the same as ornamental; turf is not the same as lawn.

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

OPINION

A new recruiting approach

T he most important part of recruiting new staff is building meaningful relationships with potential prospects. Campus recruitment and career fairs are a staple in the industry but, while they are still an excellent choice to stay connected with new talent, there are a variety of ways to meet the bright minds of the next generation. It is critical to review your Enhance recruitment by focusing on individual connections, forming partnerships with diverse institutions, and building robust internship programs.

Jesse Sievers, CPSR

strategy and identify what works best for your company. Reflect not only on what has worked in the past, but also think about what new approaches can help you moving forward. PREVIOUS CAMPUS RECRUITMENT. In the past, campus recruitment was more narrow-minded. Typically, a firm selects a school (or schools) with a lot of potential talent, connects with students, posts available positions, and waits for applications. This is a typical standard approach that has been done for years. Yes, there is still value in presenting your brand and physically being at career fairs, but other sources of recruitment have proven to be equally, if not more, effective and have recently led to more successful opportunities. A NEW APPROACH. Today’s society is focused on the

future. This not only applies to data and technology improvements in all industries, but it applies to recruiting tactics as well. Rather than following a traditional model, the focus needs to shift to finding better ways to form relationships with potential hires. With that in mind, how can you differentiate yourself from the crowd and make a lasting impression? There are a variety of new approaches worth exploring: ■ Target the individual. Rather than focusing on a large university, it is important to get to know the people you are looking to hire. Instead of focusing on the general public, shift gears and target individuals and chapters at universities to really get to know each person. Create ways to engage with this demographic and consider

See JESSE SIEVERS, page 10

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

BUSINESS NEWS BOWMAN COMPLETES WATER PARK AT NATIONAL LANDING, VA, CELEBRATES GRAND OPENING Bowman Consulting Group Ltd., a national engineering services firm delivering infrastructure solutions to customers who own, develop and maintain the built environment, is proud to announce the successful completion of Water Park at National Landing. The company was contracted by JBG SMITH in 2020 to provide civil engineering, survey and limited landscape architecture services for the improvement project. Located in the heart of Crystal City, Arlington, Virginia, the Water Park at National Landing stands as a testament to the fusion of natural landscape and modern amenities. The refreshed space now includes an updated water feature, a bar area and 10 food pavilions, all surrounded by native trees and vegetation. Additionally, the improvements provide visitors with convenient and seamless access to the Virginia Railway Express

and Crystal City Connector, crucial transportation links for residents. “Bowman takes great pride in its role in assisting JBG SMITH in transforming this park into a destination for Crystal City,” said Scott Delgado, EVP, Washington DC metro area regional manager at Bowman. “We drew upon our regional knowledge and technical expertise to navigate complexities and deliver a project that blends with the neighborhood’s vision. Seeing the project in its completed state is extremely gratifying for everyone involved.” To mitigate the increase in impervious areas and ensure responsible water management, Bowman incorporated green infrastructure into the landscape design. Close collaboration with the design team enabled the company to expertly merge the project’s functional elements with a vision that resonates with the community. Additionally, Bowman worked in conjunction with Arlington County to preserve several native trees and incorporate them into the site’s overall design.

As the Water Park begins welcoming visitors, Bowman extends a warm congratulations to JBG SMITH and other project partners for delivering an innovative and environmentally conscious addition to Crystal City. The company has also provided its expertise for nearby projects, including Central District Retail, 1900 Crystal Drive and Surreal (Dining in the Park). Headquartered in Reston, Virginia, Bowman is a national engineering services firm delivering infrastructure solutions to customers who own, develop and maintain the built environment. With more than 2,000 employees and more than 80 offices throughout the United States, Bowman provides a variety of planning, engineering, geospatial, construction management, commissioning, environmental consulting, land procurement and other technical services to customers operating in a diverse set of regulated end markets.

help them excel in a position for many years to come. This method reaches a new group of potential talent and can be extremely beneficial. ■ Robust internship programs. Having a thriving internship program is beneficial to not only your firm, but it is beneficial to all the students with the desire to learn more about their field from subject matter experts as well. These programs provide real-life opportunities to work on-site, train, and engage with mentors. Experiences like an internship cannot be replicated in a classroom, thus building workforce development and preparing students for life after graduation. To maintain a thriving intern program, it is critical to try to accommodate interns as best as possible and utilize their talent while providing opportunities in the workplace. A robust intern program provides a handful of great in-house applicants that could join full-time. Campus recruitment and career fairs have been the go-to recruiting tactic for decades, and, while they still do their job, there is greater opportunity and higher impact by exploring new approaches. The world is evolving and adapting tactics and strategies to find more effective methods in recruiting will lead to exceptional outcomes. Take the time to review your current recruiting strategy. What is working and what can be improved? Avoid the cookie-cutter approach of recruiting and differentiate yourself. Jesse Sievers is a talent acquisition manager at WSB. Connect with him on LinkedIn.

JESSE SIEVERS , from page 9

hosting events or outings to provide insight to the culture of the firm and gain meaningful interactions. It is important to remember to not simply fill the open position, but to fill it with the person who is best-suited to join the firm. Pursue building relationships with potential prospects instead of having the mindset of filling a position. “Campus recruitment and career fairs have been the go-to recruiting tactic for decades, and, while they still do their job, there is greater opportunity and higher impact by exploring new approaches.” universities is a great idea, and additional opportunities arise when partnerships are extended to community colleges and training programs. There are many roles available in our industry and we need a wide variety of people to fill them. In addition to finding people who fit well into the culture of your firm, it is also important to place people in jobs that they are passionate about and want to do long-term. Consider partnering with community colleges or training programs to prepare candidates for duties of specific jobs in the workforce to ■ Form partnerships. Creating connections with all

THE ZWEIG LETTER JANUARY 1, 2024, ISSUE 1518

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