Jobs agency gets a new name and branding

MANATEE — They’ve expanded their services and programs, so now it’s time to change their name.

The Suncoast Workforce Board and Jobs Etc. are no more. Enter: Suncoast Workforce.

The regional agency that helps employers and employees connect has changed its name as well as branding elements, including logo and signage, at their offices in Bradenton, Sarasota, Venice and Northport.

“Some thought we were a temporary staffing agency or an entity that offers lower skilled or lower paid job candidates,” explained Sally Hill, spokesperson for the agency.

In 2008, thanks to a change in state legislation, the 24 regional workforce boards across Florida were given the option to not hire a third party to deliver services as was previously required.

The Suncoast Workforce Board decided to take over service delivery, Hill said, and saved $300,000. The agency gradually added new services and improvements to “create a more customer-friendly, seamless delivery,” she said.

To go along with the changes, the agency’s communications committee suggested the branding changes to better reflect the services provided.

A “soft launch” of the changes occurred July 9 with new inside and outside signs, interagency materials and supplies, which all cost about $18,000, Hill said. The agency also is updating its website.

One of the biggest changes in the past year has been the addition of a business services team: business experts who interact with employers about ways the Suncoast Workforce can help them with recruitment and training opportunities.

Mary Helen Kress, executive director of the agency, thinks the new name and identity is timely.

“Since we are making a lot of changes, this would be the time to do it,” she said.

People often thought of Jobs Etc. as an unemployment office or welfare office, Kress said.

Focus groups to gauge response to the changes and the need for more are now meeting, but initial feedback has been positive, she said.

“Employers love the new signs, they think they are attractive,” Kress said. “With the changes, they think we are going to attract a better quality job applicant.”