Student Career Days - LandcareNetwork.org

News 

The News magazine of the Professional Landcare Network 

LandcareNetwork.org may/June 2011 

Competition reigns supreme at 

Student Career Days 

ALSO INSIDE 

6 New lawn care technician exam almost ready for launch 14 

6 The next generation of landscapers 24 

6 Effective recruiting PR campaign 32 

Visit Capitol Hill with confidence. Learn what really happens on Legislative Day in a FREE, 

pre-event webinar on June 15, 2011. Register at LandcareNetwork.org/members/webinars.

20 Cover Story 

Competition reigns 

supreme at Student 

Career Days 

Professional Landcare Network 

LandcareNetwork.org 

Headquarters 

950 Herndon Parkway, Ste. 450 

Herndon, VA 20170 

(800) 395-2522 

(703) 736-9666 

Fax (703) 736-9668 

Editor, Sonia Myrick 

Writer, Rod Dickens 

Advertising, Sheri Jackson 

Graphic Designer, Hung Nguyen 

PLANET News is published 

bimonthly by the Professional 

Landcare Network (PLANET) 

expressly as a member service. 

© 2011 

Our Mission 

The Professional Landcare Network 

cultivates and safeguards opportunities 

for our members — the dedicated 

professionals and companies who create 

and enhance the world’s landscapes. 

Our Vision 

To be the respected leader and voice 

of the green industry. 

The association of members who create 

and maintain the QUALITY OF LIFE in 

communities across America. 

Contents May/June 2011 

PRESIDENT’S LETTER 

6 Taking the gavel 

CEO’s Letter 

8 Looking ahead 

NEWS FROM PLANET 

10 Outstanding Educator of the Year still excited to learn 

10 Man of rank to deliver address at Renewal & Remembrance 

11 Environmental Improvement Awards: A great performance benchmark 

11 June is National Safety Month 

12 Congratulations to the 2011 PLANET AEF scholarship recipients 

16 National Hispanic Landscape Alliance debuts in nation’s capital 

17 PLANET Universe: Your source for all things green industry-related 

17 A new name and format for Executive Forum 2012 

Certification Update 

14 New lawn care technician exam readies for debut 

MEMBERS MATTER 

18 ValleyCrest training program earns national recognition 

18 New STARS members 

19 Welcome to new PLANET members 

Feature Stories 

24 The next generation of landscapers 

26 The ‘propreneurs’ of PLANET: Jerry Grossi 

SAfety Zone 

28 Getting workers to wear PPE 

Research 

29 Research with an ROI: The importance of creating and managing a 

personal brand 

From the hill 

30 How important are your employees to government affairs goals 

HR INSIGHTS 

31 Recruiting for the long term 

PR CORNER 

32 Developing an effective employee recruitment PR campaign 

LEGALLY SPEAKING 

34 Employer hiring practices spotlighted 

34 INDEX OF ADVERTISERS

Board of Directors 

OFFICERS 

• President 

Gerald Grossi, Landscape Industry 

Certified Technician 

ArborLawn, Inc. 

Lansing, MI 

• President-Elect 

Norman Goldenberg, Landscape 

Industry Certified Technician 

TruGreen 

Memphis, TN 

• Immediate Past President 

David Snodgrass, Landscape Industry 

Certified Manager 

Dennis’ Seven Dees Landscaping, Inc. 

Portland, OR 

DIRECTORS-AT-LARGE 

• Phil Allen, Ph.D., Landscape Industry 


Brigham Young University 

Provo, UT 

• Michael Byrne, Landscape Industry 


Hunter Lane, LLC 

South Hamilton, MA 

• Tom Fochtman, Landscape Industry 


CoCal Landscape 

Denver, CO 

• Bill Horn, Landscape Industry Certified 

Manager & Technician 

Terracare Associates 

Martinez, CA 

• Glenn Jacobsen, Landscape Industry 


Jacobsen Landscape Design & 

Construction, Inc. 

Midland Park, NJ 

• Kurt Kluznik, Landscape Industry 


Yardmaster, Inc. 

Painesville, OH 

• Jim McCutcheon, Landscape Industry 


HighGrove Partners, LLC 

Austell, GA 

• Roger Phelps, Landscape Industry 


STIHL Inc. 

Virginia Beach, VA 

• Barbara Scheibe 

Wisconsin Landscape Contractors 

Association 

Waukesha, WI 

• Ken Taylor, Landscape Industry 


JOHN DEERE 

Cary, NC 

• Kyle Webb, Landscape Industry 


A to Z Lawn and Landscaping, Inc. 

Dayton, OH 

Save the Date 

and Reserve Your Room Now for GIC 

October 26–29, 2011! 

Be among the first to know the industry buzz for 2012. 

To receive the PLANET room rate, check with us for the access code, and then call the 

Housing Bureau at (800) 743-3100 Monday–Friday, 9 a.m–5 p.m. Eastern Time. 

Platinum Sponsor 

Headquarters hotel: Louisville Marriott Downtown 

For more information, visit LandcareNetwork.org or contact KristinStierle@landcarenetwork.org. 

Gold Sponsor 

What if the 

person you need 

is not looking 

for a job 

Florasearch Inc., key employee 

search firm for the greater 

horticulture industry. 

Employer paid fee. 

Candidate contact welcome, confidential, free. 

1740 Lake Markham Road • Sanford, FL 32771 

407-320-8177 (phone) • 407-320-8083 (fax) 

email: search@florasearch.com 

w w w. f l o r a s e a r c h . c o m 

® 

May/June 2011 PLANET News 5

President’s LEtter 

Taking the gavel 

For those of you who may not know 

me, I am the COO of a lawn care 

company, ArborLawn, Inc., and 

an irrigation company, Spartan Irrigation, 

Inc., both of which operate from a base 

in Central Michigan. I am a graduate of 

Michigan State University, father of two 

adult children, and grandfather of three. 

If prompted, my wife Sherin would likely 

accuse me of being a workaholic. 

I have been involved in our industry’s 

associations since the mid-1980s, in 

our state association where I served on 

the board of directors, and as a PLCAA 

member. But, it was volunteering to serve 

on a committee for the Legislative Day on 

the Hill event in 1994 that truly piqued 

my interest in and stoked a passion for 

becoming more involved in a national 

association — one that would be a strong 

advocate and voice for the green industry. 

Beyond all its accomplishments and 

great member-value programs, PLANET 

has become that strong, authoritative 

voice. Like anything else in this everchanging 

world, however, our association 

has to be innovative and vigilant, and not 

rest on its achievements. Hence, PLANET 

must continue to speak as one strong, 

united voice to our legislators, regulators, 

public officials, and, yes, the general 

public. We must continue to promote our 

industry as the true “green” industry, and 

tell our story that members of our industry 

are the real “environmental heroes” who 

create and maintain the “quality of life” in 

communities across America. 

This past year, under the stalwart 

leadership of David Snodgrass, Landscape 

Industry Certified Manager, PLANET 

created a bold and aggressive strategic plan 

to further strengthen the organization as a 

leader and the voice of the green industry. 

The plan is the combined efforts of our 

board of directors, committee leaders, 

and PLANET staff, and was completed 

with total transparency to include many 

ideas and suggestions from other PLANET 

volunteers and members, as well. 

The strategic plan restates our Mission 

Statement to, “advance and communicate 

the interests of PLANET members in the 

conduct of effective and environmentally 

responsible landscape services.” It also 

spells out our Core Purpose, which is to 

“advance opportunity and professionalism 

for the green industry.” 

While addressing PLANET’s five 

promises, the plan sets the following goals 

to be met within the next three to five 

years: 

• Expertise & Advocacy. To be recognized 

as a definitive authority by government 

and as the definitive standard for 

integrity and environmentally responsible 

greenscape services by the public. 

• Certification & Standards. Public 

and private projects will require 

landscape industry certified individuals 

and landscape industry accredited 

companies. 

• Resource. To be valued as a primary 

source for education, information, 

research/data, and best safety and 

management practices by the green 

industry and as a leading authority of 

green space management and care by the 

public. 

• Organizational Partnerships. Industry, 

government, and other state, regional, 

and national associations will respect and 

value PLANET as the partner of choice 

for green industry-related initiatives. 

• Industry Development. Green industry 

careers will be among the most highly 

respected, and PLANET will be critical to 

career planning and green job creation. 

The strategic plan details objectives for 

reaching the above goals. For example, 

to enhance public awareness about 

green initiatives within PLANET and our 

industry, the plan calls for the production 

of more social media content and YouTube 

documentary information about PLANET, 

with links to our Web site, FAX template, 

toolkits, and so forth. 

Among several strategies defined as 

“critical” for positioning PLANET as a 

resource, the plan emphasizes the need 

to take further advantage of PLANET 

Universe, align educational offerings to 

be part of a cohesive, comprehensive 

Gerald J. Grossi 

Landscape Industry Certified Technician 


PLANET President 

curriculum, and explore the feasibility of 

establishing connections with university/ 

college curriculum. 

One dominant theme throughout is 

the important role partnering will play in 

reaching the above working goals. This 

includes partnering with suppliers, with 

other like-minded associations, with 

state associations, and with colleges and 

universities. 

My charge for the coming year is 

to keep our organization focused and 

on target to communicate the plan’s 

objectives and execute its strategies. This is 

a challenge to which I look forward. Taking 

a page, and the gavel, from David, I also 

look forward to working more closely with 

PLANET leadership, volunteers, and staff 

to continue to grow our association and 

our position within this great industry. y 

Gerald J. Grossi 

Landscape Industry Certified Technician 


PLANET President 

6 PLANET News May/June 2011

CNA/CM-114_PlanetPartnershipFeb:Layout 1 12/14/10 3:08 PM Page 1 

LIKE FERTILIZER AND IRRIGATION 

GOOD PARTNERS ARE STRONGER TOGETHER. 

www.cna.com 

CNA AND PLANET: 

CELEBRATING A STRONG PARTNERSHIP FOR 25 YEARS. 

CNA helps manage the unique risks of landcare professionals and offers critical 

coverages that aren’t readily offered by other carriers. With CNA, you benefit from 

the strength of an A-rated national carrier with local industry expertise. And when 

your business is insured in the CNA/PLANET program, you’ll have peace of mind 

knowing your association helped develop it. If you’re looking for a partner who can 

help you prepare for a world of business’ risks … we can show you more. ® 

For more information, contact your independent insurance agent or 

visit www.cna.com. 

Use of the term "partnership" and/or "partner" should not be construed to represent a legally binding partnership. 

CNA is a registered trademark of CNA Financial Corporation. Copyright © 2011 CNA. All rights reserved.

CEO’s Letter 

Looking ahead 

“I people wishing they could 

wish I had a crystal ball,” is the 

retort most often heard from 

look into the future. With our Crystal 

Ball Reports, we try to provide a look at 

what the future is likely to hold for 

our industry. But, another way 

PLANET is actively looking out 

for that future is through the 

PLANET Academic Excellence 

Foundation (PLANET AEF). 

PLANET AEF was 

established in 1998 to provide 

financial assistance to promising 

students pursuing careers in the green 

industry. Easing a student’s anxiety about 

how to finance his or her education allows 

that student to better focus on acquiring 

the skills and knowledge necessary to be a 

future leader or innovator in the industry. 

And, this in turn helps to advance the 

industry on many levels. 

In March, Student Career Days (SCD) 

brought more than 800 of the most 

talented green industry students from 

across the country and Canada to 

Joliet Junior College in Joliet, 

Illinois (see page 20 for the full 

SCD story). They tested their 

skills in a number of realworld, 

green industry-related 

competitions, and 74 of them 

also received scholarships and 

awards totaling $80,000 from PLANET 

AEF. Furthermore, several of the students 

in attendance already have secured their 

Landscape Industry Certification status 

— a testament to their commitment to 

academic excellence and a great way to 

help them stand out in an already highly 

BARTLETT. 

BECAUSE FULL, HEALTHY TREES 

MAKE FOR FULL, HEALTHY LIVES. 

You know best - the trees and shrubs that grow along with your customers 

are valuable assets that deserve care and protection. For over 100 years, we’ve led both the 

science and services that make landscapes thrive. No matter the size or scope of their tree 

and shrub care needs, our experts provide your customers with a rare mix of local service, 

global resources and innovative practices. 

Sabeena Hickman, CAE, CMP 

PLANET CEO 

competitive crowd. 

We may not be able to completely 

predict the future, but with a solid 

foundation built through the PLANET 

AEF investment in these students over the 

years, and with the level of talent, skill, 

and determination we’ve seen each year at 

SCD, the road ahead for the green industry 

looks pretty solid! 

If you’d like to help secure our 

industry’s future, consider making 

a contribution to PLANET AEF. 

Contributions can be made online by 

going to LandcareNetwork.org, clicking on 

the PLANET AEF button on the right-hand 

side of the screen, and then clicking on the 

Contribution tab. y 

Sabeena Hickman, CAE, CMP 

PLANET CEO 

For the life of your trees. 

PRUNING . FERTILIZATION . PEST & DISEASE MANAGEMENT . REMOVAL 

PLEASE CALL 877 BARTLETT 877.227.8538 OR VISIT BARTLETT.COM 


LegisLative Day on the hiLL 

July 24–26, 2011 

Renewal & Remembrance 

July 25, 2011 

Arlington National Cemetery ★ Arlington, Virginia 

PLANET members! Volunteer your manpower, equipment, and 

supplies for the 15th annual Renewal & Remembrance* service 

project at Arlington National Cemetery. 

Clout counts on Capitol Hill. Participate in our annual Washington 

fly-in — Legislative Day on the Hill. 

Register for both events today at LandcareNetwork.org/renewal. 

For more information call PLANET at (800) 395-2522 or email 

BetsyDemoret@landcarenetwork.org. 

Registration Deadline: July 8, 2011 

* Renewal & Remembrance is a PLANET members-only event and attendance will be capped at 

500 volunteers, taken on first come first served basis, so register early! 

THANK YOU TO OUR 2011 SPONSORS 

PLATINUM 

GOLD 

SILVER 

WELCOME 

RECEPTION SPONSOR HAT SPONSOR WATER SPONSOR MEDIA SPONSOR

News from PLANET 

Outstanding Educator of the 

Year still excited to learn 

He still gets up every day 

excited that there is something 

new to learn! So, it was a 

wonderful surprise for Byron John, 

faculty adviser at Brigham Young 

University (BYU) - Idaho, when, 

he learned he was the recipient 

of the 2011 PLANET Academic 

Excellence Foundation (PLANET 

AEF) Outstanding Educator of the 

Year Award. 

“This was a total surprise for 

me, but much appreciated,” John 

said as he accepted his award 

during the Closing Ceremony at 

PLANET’s recently held Student 

Career Days at Joliet Junior 

College in Joliet, Illinois. “I have 

Byron John (right), faculty adviser at 

Brigham Young University - Idaho, receives 

the Outstanding Educator of the Year Award 

from PLANET President David Snodgrass. 

been teaching at BYU-Idaho/Ricks College for 22 years now, and without any question 

the reward for teaching is the interactions with the students. To see my students blossom 

into productive, contributing members of society and the green industry is a thrill. I still 

wake up every morning knowing that there is something new I will learn this day, and 

that my students will be eager to expand their skills in contributing to this industry. Ours 

is a passionate industry and is about making our clients lifestyles better. What could be 

more enjoyable I cherish my association with my fellow faculty and industry members 

and am honored and humbled to be chosen as this year’s recipient.” 

The Outstanding Educator of the Year Award, developed by the PLANET AEF in 

cooperation with the PLANET Accreditation Committee, recognizes professors who 

have made significant contributions to green industry education. Those nominated have 

devoted time, energy, and enthusiasm to their programs and to the education of future 

leaders in the industry. John embodies all these elements and more. 

Colleague and BYU – Idaho Professor Reese Nelson, describes John as “a true teacher 

who finds joy in the success of his students and who willingly goes the extra mile to help 

students reach their full potential. He genuinely loves the green industry and radiates that 

to all he comes in contact with.” 

John holds a Bachelor of Science degree from Utah State University, a master’s degree 

in education from Idaho State University, and did graduate study at Utah State University. 

He started his own design/build company in the resort town of Park City, Utah, and, 10 

years later, went on to teach landscape design classes at Ricks College in Rexburg, Idaho. 

John assumed the position of chairman for the Horticulture Department — a position he 

held for several years. Ricks College transitioned from a junior college to the current fouryear 

institution of Brigham Young University – Idaho where Byron still teaches. Student 

advising and career development have been a focus of his tenure at BYU – Idaho. y 

Man of rank to 

deliver address 

at Renewal & 

Remembrance 

George R. Fay, retired 

Major General (May 2008) 

from the U. S. Army 

Reserve and Executive Vice 

President for claim strategies 

and operations for CNA’s 

worldwide Property & Casualty 

Operations, will be the guest speaker during the 

dedication ceremony at this year’s Renewal & 

Remembrance at Arlington National Cemetery. 

The ceremony, which takes place on Monday, 

July 25, 2011, is a reverent beginning to a day 

dedicated to enhancing the hallowed grounds of 

Arlington National Cemetery. Trees will be planted, 

pruned, cabled, and have lightening protection 

affixed; turf will be aerated; and perennials installed, 

among a number of other tasks. 

Each year, the event also includes special 

projects for children of PLANET members. They 

plant flowers in key locations at Arlington National 

Cemetery and participate in the laying of the 

wreath at the Tomb of the Unknown Solider. This 

year, PLANET is holding an essay contest for 

children, ages 10–12, who will be attending 

Renewal & Remembrance. These children are 

asked to submit an essay that explains why they feel 

Arlington National Cemetery is so important to our 

nation and why they should be chosen to lay the 

wreath at the Tomb of the Unknowns. Two winners 

will be chosen by June 1, 2011, and they will be 

featured on PLANET’s Renewal & Remembrance 

Web site, as well as highlighted in PLANET News 

and our e-newsletter, Front Page News.* Essays 

should be 600 words or less and submitted 

in a neat, legible format to HeatherFinney@ 

landcarenetwork.org by May 10, 2011. y 

The Tree Care Industry Association (TCIA) is 

partnering with PLANET to host this year’s event. 

*Winners are responsible for their own hotel and 

travel expenses. 

Platinum Sponsor: 



Environmental Improvement Awards: 

A great performance benchmark 

You’ve created another beautiful indoor or outdoor space. The 

client’s happy, you and your crew did an awesome job, you’d give 

it a gold star, but would it garner a Grand, Merit, or Distinction 

Award PLANET’s Environmental Improvement Awards Program 

is one way to get that feedback. The program is open to PLANET 

members and is designed to reward independent interior 

plantscaping, landscape, and lawn care professionals who 

execute superior projects. 

Entries are now being accepted for the 2011 Environmental 

Improvement Awards, and if you enter by July 1, 2011, you’ll save 

22 percent on the entry fee. All entries are due by August 5, 2011. 

Why Apply 

In addition to satisfying your curiosity about how you stack 

up, winning an award for your project: 

• Gains you industry recognition. 

• Energizes and motivates your employees. 

• Sets you apart from your competition. 

• Helps to increase your company’s bottom line. 

Entries are judged on their own merit, and awards may be 

presented to multiple entries within each category, as the judges 

deem appropriate. In addition to the Grand (1st place), Merit 

June is 

National Safety Month 

(2nd place), and Distinction Award (3rd place) levels, top scoring 

projects in the Decade categories (have maintained a property 

for 10 continuous years and previously won a PLANET Grand 

Award) receive a Decade Award. 

Visit LandcareNetwork.org and from the Membership tab 

select PLANET Awards Program, and then Environmental 

Improvement Awards to learn about the entry and eligibility 

requirements. The site includes several helpful resources, from 

tips to help you win, to how to market and announce your 

winning award to your community. And, you can also check 

out a photo gallery of 2010 award-winning projects. If you have 

further questions, call the PLANET office at (800) 395-2522. y 

The National Safety Council encourages all organizations to get 

involved and participate in the annual June is National Safety 

Month to help reduce employee injuries on and off the job. For 

each week of the month of June, the council has chosen a theme 

that brings attention to a critical safety issue, such as overexertion, 

distracted driving, and slips, trips, and falls. The overall theme for 

June 2011 is the Journey to Safety Excellence. 

For more information about National Safety Month and materials 

to help you promote safety this June, visit the National Safety 

Council Web site at nsc.org, select NSC Events from the right side 

of the page, and then National Safety Month. y 



Congratulations to the 2011 PLANET AEF 

scholarship recipients 

The level of excitement 

at the 35th annual Student 

Career Days was so high that 

after returning from the event, 

PLANET AEF President David 

J. Frank says, “I was so excited 

that it felt like I was walking 

on air for three days. The 

experience of meeting and 

‘hanging with’ more than 1,000 

young and old professionals 

was truly inspirational. Indeed, 

the green industry has much 

to look forward to with this 

well-prepared new talent 

matriculating into our industry.” 

PLANET AEF, created to 

help green industry students, 

the potential future leaders 

of the industry, fund their 

education, presented $80,000 

in scholarships and awards at 

a special reception, sponsored 

by STIHL Inc., on March 17, 

2011, at Joliet Junior College in 

Joliet, Illinois. The PLANET AEF 

Board of Directors congratulates 

the individuals and schools that 

excelled in this year’s competition 

and is proud to announce the 

following 2011 scholarship 

recipients: 

President’s Scholarship 

($2,500) 

• Micah Wood, Brigham Young University 

- Idaho 

Platinum Ambassador 

Scholarships ($2,500 each) 

• Scott Byron & Co. Scholarship 

Matthew Rietschlin, The Ohio State University 

• Damgaard Family Landscape Contracting 

Scholarship 

Dallas Gustafson, Colorado State University 

• JOHN DEERE Green Industry Scholarship 

Valerie Kupczak-Rios, Milwaukee Area 

Technical College 

(Pictured left to right) David Snodgrass, PLANET 

president; Micah Wood, BYU - Idaho, President’s 

Scholar; David J. Frank, PLANET AEF president; and 

Jim McCutcheon, PLANET AEF Vice President. 

(Pictured left to right) PLANET President David Snodgrass 

with SCD Superstars Dallas Gustafson from Colorado 

State University, Kevin Whitaker from University of 

Georgia, and Alex Casillas from Cal Poly – Pomona. 

Ambassador Scholarships 

($1,000 each) 

• Akerman Family Scholarship 

Michelle Jernigan, Ozarks Technical 

Community College 

• The Theodore W. Brickman, Jr. Scholarship 

Lauren Robinson, Sam Houston State 

University 

• The Bruce Company Scholarship 

Earnest Thacker, Auburn University 

• Chapel Valley Landscape Co. - The Reeve 

Family Scholarship 

Scott Carbone, University of Maryland 

• CoCal Landscape Scholarship 

Brenda Landhuis, Michigan State University 

• The Davey Tree Expert Company, 

Commercial Grounds Management 

Division Scholarship 

Jessica Briscoe, Brigham Young University 

- Provo 

• Dennis’ Seven Dees Landscaping, Inc. 

Scholarship 

Bethany Hansen,* Brigham Young University 

- Provo 

• David J. Frank Landscape Contracting 

Career Builder Scholarship 

Joel Balentyne, University of Illinois at Urbana- 

Champaign 

• Gachina Landscape Management, The 

Gachina Family Scholarship 

Brian Watters, Chattahoochee Technical 

College 

• The Parley Glover Memorial Scholarship 

Trenton Spratling,* Brigham Young University 

- Provo 

• The Glowacki Family Scholarship 

Nathan Bynum, Hinds Community College 

• Gravely Landscape Maintenance 

Scholarship 

James Wyble, Penn State University 

• GroundMasters, Inc. Scholarship 

Donald Bischof, Cincinnati State Technical & 

Community College 

• HighGrove Partners Scholarship 

Brad Allison, Mississippi State University 

• Debra Holder and Family Scholarship 

Jacqueline Grow, Michigan State University 

• Hunt Family Scholarship 

Timothy McAlister, Michigan State University 

• Hunter Industries Scholarship 

Sara Judd Downing, Illinois Central College 

• Husqvarna Forest and Garden Scholarship 

Jennifer McElroy, Joliet Junior College 

• Jacobsen Landscape Design and 

Construction Scholarship 

Adam Wild, State University of New York 

- Cobleskill 

• Ron and Sally Kujawa Scholarship 

Deborah Flanders, Dakota County Technical 

College 

• Tom and Carol Lied Scholarship 

Andrea Hansen, Brigham Young University 

- Idaho 



• Shirley B. Mangum Scholarship 

Emily Tinalli, Farmingdale State College 

• Vito Mariani, Sr. Scholarship 

Joshua Peede, Sandhills Community College 

• The James Martin Associates/Martin Family 

Scholarship 

Kyle Gingerich, Southern Illinois University 

• R.P. Marzilli and Company Scholarship 

Royal Healy, University of Massachusetts 

- Amherst 

• The Marjorie and B. E. Minor Scholarship 

Brooke Schultz, Kansas State University 

• Moore Landscape Scholarship 

Jing Zhang, Cuyahoga Community College 

• Bill and Mary Murdy Scholarship 

Jeffrey Hillman, Cal Poly - San Luis Obispo 

• OneSource Landscape and Golf Scholarship 

Joseph Juricic, University of Illinois at Urbana- 

Champaign 

• The Richard J. Ott Family Scholarship 

Kyle Worthy, Clemson University 

• PLANET AEF Endowed Scholarship 

Vallie Pond, Brigham Young University - Idaho 

• STIHL Landscape Contracting Scholarship 

Nicole Imber, Owens Community College 

• Toro/Exmark Scholarship 

Lanae Ricks, Brigham Young University 

- Idaho 

• TruGreen Companies Scholarship 

Cheryl Gress, Chattahoochee Technical 

College 

• ILT Vignocchi Scholarship 

Juan Franco Coronado, West Virginia 

University 

PLANET AEF Scholarships 

($1,000 each) 

• Tyler Alexander, Iowa State University 

• Joslyn Amato, Cal Poly - San Luis Obispo 

• Lacey Balser, Brigham Young University 

- Provo 

• Lisa Denison, Chattahoochee Technical 

College 

• Cohan Fish, Brigham Young University - Provo 

• Jennifer Frodsham, Brigham Young University 

- Provo 

• Scott Getz, Southern Illinois University 

• Grant Hardy, Brigham Young University 

- Provo 

• Philip Hatfield, The Ohio State University 

• Judy-Lynn Hoppe, Chattahoochee Technical 

College 

• Alan Humble, Chattahoochee Technical 

College 

• Benjamin Johnson, Brigham Young University 

- Idaho 

• Humzah Khraim, Chattahoochee Technical 

College 

• Starlene Link,* The Ohio State University 

• Patty Panek, Joliet Junior College 

• Corey Pangborn, The Ohio State University 

• Sarah Peterson, Dakota County Technical 

College 

• Anita Phillips, Chattahoochee Technical 

College 

• Kevin Porter, Chattahoochee Technical 

College 

• Donna Reincke, Joliet Junior College 

• Matthias Rich, Brigham Young University 

- Idaho 

• Richard Rudiger, University of Maryland 

• Annie Sanders, Chattahoochee Technical 

College 

• Misti Schaefer, Hinds Community College 

• Luke Serbina, The Niagara Parks Commission 

School of Horticulture 

• Adam Sink, Brigham Young University - Idaho 

• Kyle Steadman,* Brigham Young University 

- Idaho 

• Cassie Templeton, Chattahoochee Technical 

College 

• Jerrilyn Uelen, County College of Morris 

• Jaclyn Van Der Heyden, The Niagara Parks 

Commission School of Horticulture 

• Gregg Wertz, Kansas State University 

During the Closing Ceremony on March 20, 2011, the PLANET AEF also 

awarded the top three winning students, known as Superstars, a total of $3,000: 

1st Place — $1,500 Kevin Whitaker, University of Georgia 

2nd Place — $1,000 Alex Casillas, Cal Poly - Pomona 

3rd Place — $500 Dallas Gustafson, Colorado State University 

* Landscape Industry Certified. 

For additional information about the 

PLANET AEF scholarship process, visit the 

PLANET AEF section of PLANET’s Web site, 

LandcareNetwork.org, call (800) 395-2522, or 

email KristenNolton@landcarenetwork.org. y 

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Call for details 1-800-872-7050 

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Certification Update 

New lawn care technician exam readies for debut 

It’s been two years since the Occupational 

Analysis (OA) was completed for PLANET’s 

lawn care technician exam. Now, thanks 

to the efforts of PLANET’s International 

Certification Council and several other 

industry volunteers, the exam is almost ready 

for launch. 

“The lawn care technician exam will 

completely follow industry best practices 

and standards,” says Buck Chaffee, president 

of the certification and testing consulting 

company The Caviart Group, LLC. The 

ongoing adviser to PLANET’s certification 

programs details the structured process 

required for test development. 

“The process begins with the OA, which 

for this exam started in 2008 and was 

completed in the spring of the following year. 

The OA is a formal study of a profession and 

begins with a committee of professionals 

who comprise a microcosm of the industry, 

owners of large and small companies alike all 

from different parts of the country. The group 

identified what technicians need to do to 

perform competently in the field, along with 

the knowledge and skills required to get the 

job done.” 

As Chaffee explains, the committee 

surveyed the industry about its conclusions 

and asked members to identify which 

of them are core requirements of the 

profession; the results created the framework 

for writing the exam. “Respondents were 

asked to rate the importance of each task 

and how often it is performed,” says Chaffee. 

“From their responses, subject matter experts 

knew not only what types of questions to 

ask but were also able to weight the exam 

accordingly; for example, more questions on 

the most important duties.” 

Challenging event 

Skip Thompson, Landscape Industry 

Certified Manager & Technician, director of 

operations and development for Tidewater 

Landscape Management and Fred Haskett, 

Landscape Industry Certified Manager, 

co-owner of U.S. Lawns of West St. Louis and 

St. Charles County, were among 12 subject 

matter experts. 

“It was a fun and interesting three days,” 

says Haskett, referring to the initial examwriting 

workshop. “There were 12 of us in the 

room, mostly owners and senior managers, 

along with Chaffee. We all came up with 

questions, and then debated the value of 

each one. There was plenty of disagreement 

and passions ran high, but I believe the 

exercise was fundamental to coming up with 

valid test questions.” 

Haskett notes that questions went beyond 

technical know-how subjects. “From my 

perspective, the exam is for someone who 

has been in lawn care and wants to take his 

or her career to the next level. In that regard, 

some of the questions are more holistic in 

nature, testing an individual’s understanding 

of agronomy, as well as how to calibrate a 

fertilizer spreader and read a label.” 

He continues: “The challenge for all of 

us was to help create something that wasn’t 

here before and getting it right for the long 

haul.” 

Thompson agrees. “The subject 

matter experts probably had 300 years 

of combined experience in the industry, 

with a thorough understanding of what 

technicians absolutely have to know to be 

competent in the field. Still, the process 

of coming up with questions wasn’t easy. 

The first day we met together; we broke up 

into two groups the second day, and then 

reconvened as one group on third day. 

“The workshop was not only challenging, 

it was a great learning experience for all of us, 

and I believe we developed a very good test.” 

Ironically, Thompson noted that the most 

difficult part of exam writing process for him 

was actually coming up with distracters, the 

wrong answers to a multiple-choice question. 

In addition to writing the questions, 

workshop attendees scored the level of 

importance of each question and determined 

the minimum number of questions a 

candidate would have to answer correctly 

(cut score) to be competent in the field. As 

Chaffee points out, the real challenge is to 

come up with an exam that is fair to both the 

candidate and the public. 

He emphasizes that the process doesn’t 

end with final approval of the exam. “Once 

the test is administered, members of the 

Test Revision Committee will examine the 

performance of each question to ensure that 

questions are valid and fair. For example, 

if everyone answers the same question 

incorrectly, obviously there’s something 

wrong with the question, and it likely would 

be replaced or rewritten.” 

Are you ready to take your career to 

the next level If so, taking and passing 

PLANET’s new lawn care technician exam 

is an important first step. As the above 

professionals relate, the exam is a fair 

measure of an individual’s ability to perform 

competently in the field — a recognition 

that’s good for technicians, their companies 

and customers, and the industry. 

If you are interested in taking the new 

lawn care technician exam, please e-mail the 

PLANET certification team at certification@ 

landcarenetwork.org. y 



National Hispanic Landscape Alliance 

debuts in nation’s capital 

Early March saw the establishment of the National Hispanic 

Landscape Alliance (NHLA), which held its two-day inaugural 

conference in Washington, D.C. At the conference, the founding 

members of the alliance adopted by-laws, adopted policy statements, 

set the agenda for the remainder of the year, and elected their board — 

Jesus “Chuy” Medrano, Sr., Landscape Industry Certified Technician, 

owner of CoCal Landscape Denver, Colorado, was elected the first 

president of NHLA; Raul Berrios of Ruly Scapes, Centreville, Virginia, as 

president–elect; Veronica de Hoyos of Lawn Management Co. Houston, 

Texas, as secretary; and Mark Dominguez of The Landscape Partners 

Richland Hills, Texas, as treasurer. Other directors include Chance 

Castillo and Frank Garza of Greener Pastures in Dallas, Texas, and Elias 

Godinez Pacific Landscape Management in Hillsboro, Oregon. 

The NHLA will closely monitor issues that impact the landscaping 

industry and will advocate individually and in collaboration with other 

industry and Hispanic associations. With and on behalf of its members, 

the NHLA will engage government at both federal and state levels in 

support of positions adopted by the NHLA Board of Directors. 

In addition, the NHLA will support policy positions that advance 

conditions favorable to a robust business environment for its members, 

growth opportunities for Hispanics within the industry, and positions 

that further enhance and protect managed turf and landscapes in 

addressing clean water ambitions, efficient water utilization, appropriate 

input use, and human health; and safeguard the industry against 

undue regulation. The group will also work to expand managed green 

space, address adequate worker availability, and drive proper skill-set 

development at all levels. 

“I am honored to serve as the first president of the National Hispanic 

Landscape Alliance,” said Medrano, whose company is one of the three 

largest Hispanic-owned landscape contracting companies in the United 

States. “I am up to the challenge because a large and growing number 

of Hispanics make a living by working in the landscape industry. 

Our goal is to educate and inform the American public and policy 

makers about the value of the landscape industry and affects of undue 

regulation.” 

Throughout the year, the NHLA will hold meetings across the 

country to recruit new members, gather input from industry peers, 

and learn about the critical issues in local communities. For more 

information about NHLA, go online to masverde.us. y 

“I have always been grateful for the opportunity that 

my education afforded me. I was introduced to an 

incredible industry with truly remarkable people, 

and I felt it was important, when I had the chance, 

to try to help create the same opportunity that was 

given to me. This is the reason I became a PLANET 

AEF Ambassador. I am always excited to think these scholarships help 

some terrific kids in the pursuit of their dreams. These students are our 

future, so our future must be pretty bright.” 

— Scott Byron, Scott Byron & Co., Lake Bluff, IL


PLANET Universe: 

Your source for all things 

green industry-related 

We built it, and you continue to come to PLANETUniverse. 

org. Since its launch this past October, PLANET Universe, the 

clearinghouse for all green industry-related information and 

resources, has seen a 15 percent increase in the number of 

hits (initially close to 60,000) it receives. Prior to its launch, we 

reached out to you — members, educators, state associations, 

publishers, suppliers, and proponents of the green industry — to 

help populate the site, and your amazing response made this 

undertaking possible. So, thank you to all who answered the 

initial call. Now, the search on any given green industry topic can 

begin with PLANET Universe. 

As Roger Phelps, Landscape Industry Certified Manager, 

promotional communications manager for STIHL Inc., so aptly 

puts it, “The PLANET Universe site provides members with the 

materials, programs, and resources to enhance their businesses 

and the professional development of their employees. It is a great 

example of the industry pooling its resources to help itself.” 

However, to keep PLANETUniverse.org current, relevant, and 

dynamic, we need everyone to continue to submit industryspecific 

information: articles, white papers, training videos, 

links to resources and events, and so on. In order to ensure the 

quality of the information posted, every submitted document is 

reviewed by a jury of industry subject matter experts. Accepted 

submissions are then categorized under one or more of six 

general headings: Administration, Faculty, Management, 

Marketing, Operations, and Safety and Risk Management. 

There are lots of search engines 

out there, but green industry 

professionals can cut through 

the clutter by starting their 

search at PLANETUniverse. 

org. Check back often to see 

what’s been added, and don’t 

forget, to share your GREEN 

resources and information 

with your colleagues. 

Submissions are always 

welcomed. y 

A new name and format for 

Executive Forum 2012 

The feedback about Executive Forum has been great, but you 

want more informal opportunities for networking and spending 

time with family and friends. 

Next year, the event, formerly known as Executive Forum and 

Leadership Meeting, will be held at The Atlantis Resort in Nassau, 

Bahamas. Educational opportunities will still be available, but 

there’ll be much more time to connect with colleagues and a wider 

variety of activities for the young and young at heart. Check out 

all there is to see and do by visiting the Atlantis Paradise Island, 

Bahamas Web site at atlantis.com. Then, plan on bringing the 

entire family, March 1–4, 2012, to enjoy this beautiful location. 

Save the date and join us in the Bahamas, for networking, 

education, and lots of green industry fun! Stay tuned for more 

details about this event. y 

PLANET Universe Sponsor: 


Members Matter 

ValleyCrest training program earns national recognition 

Congratulations to PLANET member ValleyCrest 

Landscape Companies, which was selected as 

one of the best companies in the nation for training 

by Training magazine. ValleyCrest was among the 

2011 Training Top 125 winners honored at a blacktie 

gala awards event in San Diego. 

In its first year entering the recognition program, 

ValleyCrest earned a ranking of No. 118 and is 

the only landscape services firm named on the 

list. This annual ranking recognizes organizations 

with operations across the world for outstanding 

employer-sponsored workforce training and development. 

ValleyCrest training leaders joined other 2011 winners from across 

all industries, including such companies as Farmers Insurance, 

Verizon, U.S. Navy, Microsoft, and FedEx Express. In its 11th 

year, the Training Top 125 is the only report that ranks companies 

unsurpassed in harnessing human capital. 

“This is an incredible honor for ValleyCrest, most especially the 

(Pictured left to right) 

ValleyCrest’s Mark Lenahan, 

Director of Training and 

Development, Parke 

Kallenberg, ValleyCrest 

Landscape Maintenance Vice 

President of Training, and Raúl 

Díaz de León, Vice President 

of Human Resources with 2011 

Training Top 125 Award. 

ValleyCrest training team. Our employees have always appreciated 

our commitment to training and it’s nice to know others outside 

our company are recognizing that commitment as well,” said Mark 

Lenahan, Director of Training & Development for ValleyCrest who 

attended the awards gala. Parke Kallenberg, Vice President of 

Training for ValleyCrest Landscape Maintenance, who also was 

in attendance, added, “We are extremely pleased to be selected 

STARS Safe Company Program 

SAFETY TRAINING ACHIEVES 

REMARKABLE SUCCESS 

The STARS Safe Company Program is a free safety program 

developed by PLANET to assist green industry companies in their 

efforts to lower their total costs of risk by reducing hazards and 

injuries. More than 1,100 companies are currently participating in 

the program. All green industry companies are invited to become 

STARS members. “As PLANET’s endorsed insurance carrier, CNA 

enthusiastically supports the STARS Safe Company Program 

because it’s a cost-effective way for green industry companies 

to greatly improve their safety practices and protect their most 

valuable assets — their employees — from injury,” says Tony James 

AU, CIC, CRIS, CNA construction underwriting director. 

How can I become a STARS member 

The program asks 

participants to sign the 

STARS Safe Company Pledge 

that commits them to join 

in the mission of moving the 

entire green industry toward 

safety excellence through 

active involvement, sharing 

experiences, and becoming 

a mentor for “living safety.” 

STARS members also commit to 

Safety Training Achieves 

Remarkable Success 

developing a strong safety program by using the Safety Program 

for Green Industry Companies CD as a guideline, taking an 

active role in promoting safety throughout their companies, and 

investigating and documenting every job-related injury, incident, 

or accident. Members also are asked to participate in PLANET’s 

Safety Recognition Awards Program, comply with all OSHA 

postings and other regulatory requirements, share best practices 

with fellow STARS members, and encourage other companies to 

become STARS members. 

New STARS Members 

• Burkholder Brothers, Inc. – Aston, PA 

• Complete Landscaping Service, Inc. – Bowie, MD 

• Elite Landscape Co. – Hendersonville, TN 

• Exscape Designs, LLC – Chardon, OH 

• Green World – Monroe, NY 

• Gregory Landscapes, LLC – Sandy Hook, CT 

• Lueders Environmental, Inc. – Needham, MA 

• Lupine Lawn Care – Bayfield, CO 

• M & R Landscaping & Design – Westfield, NJ 

• Massengale Ground Management – Baton Rouge, LA 

• Native Fields Landscaping, LLC – Rockaway, NJ 

• PLANTation Services, Inc. – Little Rock, AR 

• Trugreen LawnCare – Tempe, AZ 

Need more information 

For more information about the STARS program, please visit 

LandcareNetwork.org, contact CherylClaborn@landcarenetwork. 

org, or call PLANET at (800) 395-2522. y 

Sponsor: 



for this honor. We have always believed that properly training 

employees results in improved productivity, enhanced job quality 

and higher job satisfaction. Being selected for this award validates 

that we are on the right road in regards to employee training and 

development.” 

The Top 125 includes ranking based on myriad benchmarking 

statistics, including total training budget; percentage of payroll; 

number of training hours per employee program; goals, evaluation, 

measurement, and workplace surveys; hours of training per 

employee annually; and detailed formal programs. The ranking is 

determined by assessing a range of qualitative and quantitative 

factors, including financial investment in employee development, 

the scope of development programs, and how closely such 

development efforts are linked to business goals and objectives. 

Companies that wish to be considered for Top 125 ranking 

complete a detailed application, which is scored both quantitatively 

by an outside research and statistical data, company and 

qualitatively by Training magazine editors and Top 10 Hall of 

Fame representatives. The data is evaluated and compiled into a 

list by Training magazine, a professional development magazine 

written for training, human resources and business management 

professionals in all industries which advocates training and 

workforce development as a business tool. y 

Welcome to new PLANET members 

Green Industry Service 

Providers 

• A Simply Greener Side, LLC 

Adam Guker 

Toms River, NJ 

• All Seasons Landscaping 

Stephen Toussaint 

Montgomery, AL 

• Arrow Exterminators 

Rick Bell 

Atlanta, GA 

• Beaver Creative Environment 

Jon Beaver 

Kansas City, KS 

• Bill’s Landscaping, LLC 

William Guzie 

Enfield, CT 

• Bloom! Landscaping, LLC 

Kristyn Greenfield 

Milwaukee, WI 

• Creative Outdoor Concepts, LLC 

Jorry Ehlinger 

Greenfield, IN 

• Drake’s 7 Dees, Inc. 

Drake Snodgrass 

Portland, OR 

• First Choice Lawn Care 

Scott Williams 

Shreveport, LA 

• Glover Landscape 

Sean Matz 

Riverton, UT 

• Great Scapes, LLC 

William E. Hardin 

Lexington, KY 

• Green Grass Chemical Lawn Care 

Joseph L. Miller 

Pearl River, LA 

• Haverford Gardens, Inc. 

Joe McKelvey 

Bryn Mawr, PA 

• Hawthorne LawnCare & 

Landscaping 

Christopher Hawthorne 

Saint Petersburg, FL 

• Human Technologies Corp. 

Paul Huening 

Utica, NY 

• Inside Out Services, LLC 

David Lindoerfer 

Silver Spring, MD 

• JK Landscapes 

James Warner 

Brooklyn, CT 

• Joseph Server & Associates, Inc. 

Joseph D. Server 

Makati City, NA, Philippines 

• Landscape Techniques, Inc. 

Brian Koribanick 

Nutley, NJ 

• Landscape Unlimited/LCU 

Properties 

Timothy Key 

Machesney Park, IL 

• Lawn Connections, LLC 

Chris Jamieson 

Haslet, TX 

• Lawn Doctor/Annapolis-Bowie 

Timothy Zang 

Edgewater, MD 

• Lawnscape 

Chris W. Kreider 

Alton, IL 

• M J Nicholls Landscaping, LLC 

Matthew Nicholls 

Quincy, MA 

• Manley Finish Grading, Inc. 

John Manley 

New Palestine, IN 

• Martin Lawn and Landscaping, 

Inc. 

Carlos R. Martin 

Silver Spring, MD 

• Michael Battista Landscaping, 

LLC 

Michael Battista 

Paterson, NJ 

• Morano Landscape & Garden 

Design 

Valerio Morano-Sagliocco 

Mamaroneck, NY 

• Nate’s Lawn and Landscaping 

Kristopher W. Kreider 

Alton, IL 

• North & South 

Peter Johnson 

Dover, NH 

• Paige Landscape Co. Inc. 

Brian M. Paige 

Wellesley, MA 

• Park Landscape Services, LLC 

Don Rutzen 

Smyrna, GA 

• Parker Landscape Management, 

Inc. 

Greg Parker 

Macon, GA 

• Pro Lawn Plus, Inc. 

Nick Dennis 

Jacksonville, FL 

• Pro-Tech Lawn Care 

Courtney Nicholson 

Derry, NH 

• R & R Lawn Service 

Randy J. Ortiz, Jr. 

Danielson, CT 

• RanScapes, Inc. 

Ran Tomaino 

Irvine, CA 

• Ryan’s Landscaping 

Ryan Harrell 

Dublin, OH 

• S & D Excavator Co. 

Harry Dixon 

Townsend, DE 

• Sajovie Brothers Landscaping, 

Inc. 

David A. Sajovie 

Maple Heights, OH 

• Sassafras Yard Care 

Thomas M. Hartsky 

Warwick, MD 

• SSC Service Solutions 

George Bernardon 

Monroe, GA 

• Thornapple Landscape 

Maintenance, Inc. 

Steven L. Pease 

Geneva, IL 

• U.S. Lawns of East Louisville 

Adam Neville 

Louisville, KY 

• U.S. Lawns of Greenville, NC 

Vicki Rouse 

Greenville, NC 

• ValleyCrest Tree Care Services 

Chris Eckl 

Atlanta, GA 

Suppliers 

• Chapin International 

Chuck Mattes 

Batavia, NY 

• GNC Industries, Inc. 

Krsytal Jaeger 

Pocahontas, AR 

• Smartpond 

Chris Forcier 

West Palm Beach, FL 

Affiliates 

• John G. Joestgen 

Joestgen Consulting 

Spring Grove, IL 

Student Chapters 

• Clackamas Community College 

Bruce Nelson 

Oregon City, OR 

• College of DuPage 

Judy Burgholzer 

Glen Ellyn, IL 

• College of Southern Maryland 

Susan Ross 

La Plata, MD 

• Fox Valley Technical College 

Jim Beard 

Appleton, WI 

• Kishwaukee College 

James Knoll 

Malta, IL 

• Merced College 

Bryan Tassey 

Merced, CA 

• University of Wisconsin 

Donita Bryan 

Platteville, WI 

• Virginia Tech 

Robert McDuffie 

Blacksburg, VA 

Students 

• Brittany Antolick 

Pennsylvania College of 

Technology 

• Brian Barney 

Tolles Career & Technical Center 

• Martin Beckmann 

Oklahoma State University 

Stillwater 

• Cole Bertling 

Sam Houston State University 

• Emily Biagi 

Milwaukee Area Technical 

College 

• Brandon Biddle 


Technology 

• Jasper E. Biddy 


– OKC 

• Amanda Blank 

Shasta College 

continued on page 33 


Competition reigns supreme at 

Student Career 

M 

ore than 1,000 students and faculty members 

from colleges and university across the country 

gathered at PLANET’s 35th annual Student Career 

Days, March 17–20, 2011. Hosted this year by 

Joliet Junior College in Joliet, Illinois, the event 

brought together many of the best and brightest 

horticulture students from 60 schools to test their 

skills in 28 competitive events and to compete 

for careers in the green industry. 

It was a full three days for students, many 

of whom traveled across country to attend 

their first SCD event. “This is my first year, and it 

has been a huge educational experience,” relates 

University of Maryland junior Jordon Harris. 

On Saturday morning, Harris demonstrated his 

climbing skills in the Arboriculture Techniques 

competition. “The climbing is easy,” he adds, 

noting that the biggest challenge for him was being 

vocal and communicating with his teammate Brian 

Mitchell, who was holding the ropes below. 

Indeed, communication was one of the many 

subthemes at this year’s event. Roger Phelps, 


- Provo, won top school of 

2011 Student Career Days. 


Days 

Landscape Industry Certified Manager, 

promotional communications manager 

for Platinum sponsor STIHL Inc., asked 

students at Friday’s Opening Ceremony 

if they were ready not only to challenge 

themselves at the Career Fair and 

competitive events, but also to take up 

the responsibility to tell the industry’s 

story. “We have worked quietly over the 

years to take care of our beautiful spaces 

and provide employment,” says Phelps. 

“But, being quiet is no longer an option. 

“We must tell our story that we are the 

original ‘green industry.’” 

Phelps noted that today’s horticulture 

students have grown up within a 

sustainability-minded community, which 

gives them, with their education and 

training, a unique opportunity to be vocal 

about their chosen industry. 

Keynote speaker Judy Guido, 

chairwoman and founder of Guido and 

Associates, a leading industry consulting 

firm, followed up on this theme by 

encouraging students to create their own 

personal brand and market themselves in 

a positive way every minute of every day 

(see sidebar on page 21). “Life is not about 

‘Leave a mark on people‘ 

That’s the message keynote speaker Judy Guido left with students at 

this year’s Student Career Days opening ceremony. The founder and owner 

of Guido & Associates urged students to create a personal brand that 

represents (1) how they market themselves, (2) what they promise to their 

community of stakeholders, and (3) who they are and what they do. 

“Everything you do has an impact on your personal brand,” she told 

students, “and virtually everyone experiences your brand.” Creating a 

brand that is “Younique,” Guido added, allows individuals to stand out 

and enhance their competitive advantage, something that is especially 

critical in today’s data-crowded world. 

Personal branding is not just for students, either, said the speaker. 

Everyone, no matter who they are or what they do, markets themselves everyday and how 

successful they are helps determine if they have successful careers, mediocre careers, or fail. 

Two parts 

Speaking before 1,000 students and faculty members, Guido noted that two components 

comprise a personal brand. One is name awareness and the other is reputation. The best 

case scenario is to have great awareness and a great reputation. Having a great reputation 

but little awareness is less attractive, but less attractive still is having a bad reputation and 

great awareness. “Treat your brand as an asset and take time to develop relationships,” she 

emphasized, “and find a mentor.” 

Guido drilled deeper into the subject of creating awareness as part of a Hunter-sponsored 

SCD Career Development Series seminar Friday evening. In “How to Assess, Build, Leverage, 

and Manage Your Personal Brand,” she focused on how social media and other resources and 

technologies can work together to enhance brand awareness. “There are 500 million people 

on Facebook, 200 million on Twitter, and 90 million on LinkedIn,” she relates. “Competition is 

fierce.”Among awareness-building suggestions, Guido encouraged students to compile their own 

press releases, set up their own “homecasting” studios, and create their own business cards, 

noting, as well, that new apps that spell check text messages, consolidate social media, and 

translate voice into text can be very helpful. 

“There’s never been a better time to be in this industry,” said Guido. “People cannot live 

without what we do.” Now is the time, too, to start taking advantages of opportunities this 

industry offers by creating a personal brand that leaves an “indelible mark on people.” y 


Josh Bauman wants 

to work for a company 

that has a personal 

touch, with an opportunity 

to move up. 

Like many of their SCD peers, Carolyn Bingham and Micah 

Williams were busy setting up afternoon interviews. 

Web designer 

Michele Kreugal 

was looking for a 

career change. 

finding yourself,” she told students. “Instead, it’s about creating 

yourself.” Creating and leveraging a personal brand is one important 

way to enhance your competitive advantage in an increasingly 

competitive environment, Guido added. 

Industry introduction 

The students’ SCD journey formally began on Thursday with tours 

of the Chicago area and a series of workshops for faculty and students; 

both groups attended welcome receptions that evening. The Career Fair, 

with follow-up interviews, monopolized most of their time on Friday. 

Kujawa Enterprises, Inc., was one of 60 companies exhibiting 

at the Career Fair. “We’re having a great year and look to fill several 

positions,” explains KEI’s Joe Kujawa, Landscape Industry Certified 

Manager. The company has openings for four new crew leaders, 

an assistant account manager, and an HR assistant. “We want 

new employees to get to know our company, work in different 

departments, and show initiative,” he emphasizes. 

Josh Bauman, in his third semester at Southwest Technical 

Institute, echoed the sentiments of many of his student peers at 

the Career Fair. “I want to work for a company that recognizes their 

employees, has more of a personal touch, and will give me the 

opportunity to move up,” he explains. BYU - Idaho students Carolyn 

Bingham and Micah Williams were looking for internships and also 

want to work for a close-knit company with more of a family-oriented 

culture. Both had afternoon interviews set up. 

Not all students had such definite career paths in mind. Triton 

College student Michele Kruegal is a Web designer who, in her 

words, recently had an “aha” moment. “I’ve become very interested 

in sustainable landscapes and want to change careers to become a 

landscape designer,” she relates. “More than anything, right now, I’m 

looking for a company that will give me some design experience.” 

The word “experience” was at a premium the following day 

for students in the competitive events. Maryland’s Jordon Harris 

leveraged his tree-climbing experience working summers at Bartlett 

Tree Company. Pennsylvania College of Technology student Sandra 

Angstadt hoped her experience growing up on a farm would 

translate into a good showing in the skid-steer competition. “This is 

STIHL’s Roger 

Phelps asked 

students if they 

were ready 

to meet new 

challenges. 

Pennsylvania College of Technology student Sandra 

Angstadt enjoyed the competition and meeting new people. 


my first SCD, and it has been a great experience for me competing, 

meeting different people, and learning about the industry,” says 

Angstadt. She’s graduating in May and has a hardscaping crew 

leader position lined up with the same company she worked for 

over the last two summers. 

Big picture 

“With so many competitive events in one place, students get to 

see the breadth of our industry in a big way,” says PLANET President 

David Snodgrass, Landscape Industry Certified Manager. SCD is also 

a snapshot of the green industry with students, faculty, company 

owners, and industry suppliers working together to make the event 

a success. The same partnering is needed at all levels as the industry 

moves forward in the wake of new challenges, he adds. 

“Just as an example, industry sponsors are an important part of 

this event, just as they are invaluable when it comes to surmounting 

new challenges,” says Snodgrass. “The new technologies and new 

tools they’re developing give us an opportunity to be more effective in 

doing our jobs.” 

Partnering between schools and the industry has become 

increasingly important, as well. Nine out of 10 BYU - Provo students 

who took the Landscape Industry Certified Manager’s exam this 

year passed, and the program has graduated a total of 45 Landscape 

Industry Certified Managers. “The extra effort these students put 

forth this year to pass the exam will make their experience here a 

little more special,” adds BYU - Provo professor Phil Allen, Ph.D., 

Landscape Industry Certified Manager. “It should also give them a 

competitive advantage.” 

The students had to wait until the closing ceremony on Sunday to 

find out just how much of an advantage they had in the competitive 

events. One thing is for sure. Attending SCD gave every student, 

every faculty member, every sponsor, and every company a leg up on 

competition in an increasingly competitive environment. y 

PLANET thanks its 2011 Student 

Career Days major sponsors: 

Platinum Sponsor: 

Gold Sponsor: 

Silver Sponsors: 

Bronze Sponsors: 

LandcareNetwork.org 

Planting a seed for 2012. 

So, mark your calendar now for PLANET’s 36th Annual Student Career Days. 

Kansas State University, Manhattan, Kansas | March 21 – 25, 2012. 

Plus, check out the recap of this year’s event at StudentCareerDays.org! 


landscapers 

The next generation of 

“Generation Y” “Millennials” 

We are all looking 

to add “bench 

strength” in our 

organizations, 

and over the next several years, 

most of us will be recruiting young 

people from Generation Y, also 

known as Millennials. You may 

even have children of your own 

who are part of this generation. 

24 PLANET News

Who are these young people, and how can 

we connect to, and in turn, recruit them to come 

to work for our companies First, we need to 

understand who they are: 

Born: 1981–2002 

Key events: These children of Boomers are the first 

generation born into a true high-tech society, and they are 

hardwired to the Internet. They are civic minded, even more 

so than their parents, and have a value structure that includes 

lifelong learning, and a work-life balance. More than any other 

generation in American history, they are wired for collaboration 

and for working in groups. 

Key values: Work-life balance, confidence, social 

commitment, comfort with technology, networking, realism, and 

being well-informed. 

Critical technological change in their lives: The connection 

of the Internet to everything in their lives, with an added dose of 

the rapid pace of technological advances and innovation. They 

grew up, and remain, connected. 

So, how do we take this information and translate it into 

something our businesses can use Is it all about technology 

Yes and no. Yes, because Millennials will want to stay connected 

(even during the workday when they should be working and 

not communicating with family and friends via Facebook). 

And no, because their core needs are similar to those of other 

generations. 

Millennials want to: 

• Feel like they fit in at the company; be a part of the “family.” 

• Have passion for the job they will be performing each day. 

• Have the opportunity to be successful. 

• Have mentors available in-house (either assigned or 

sought out). 

• Know the owner(s) of the company (see owner(s) at least three 

or four times a month). 

• Have written career paths and performance reviews. 

Now that we know who they are and what they want, how can 

current recruiters position themselves for success as they partner 

with these future leaders 

It may seem a bit simple, but it’s all about communication. 

With Millennials, recruiters and company managers need 

to have several “touches” that include a few, if not all, of the 

options below. In addition, you should be prepared to answer 

questions about the topics that are important to them, several of 

which are listed above. Keep in mind that recruiting is just like 

selling, but instead of selling a physical product, you are selling 

the company, the job, even yourself as their future manager. 

Successful companies will connect with Millennials in the 

following ways: 

• Face-to-face meetings (As in sales, there is no substitute for 

face-to-face meetings.) 

• Visits to colleges and universities (career fairs, class 

presentations, interviews, etc.) 

• PLANET Student Career Days (Career Fair, student reception, 

event sponsorship) 

• Green Industry Conference (Student/Employer roundtable) 

• Indirect Technology 

• Facebook page 

• Web page 

• Job postings on your Web site, school Web sites, 

national job boards 

• Direct Technology 

• Email (Keep in mind that Millennials expect an almost 

immediate response. Wait more than one or two days to 

respond, and they will lose interest.) 

• Phone calls (Again, your response must be quick.) 

• Other 

• Faculty (While in school, students go to faculty for most 

everything, including advice. It’s important that faculty 

advisors know your company and you.) 

Millennials are excited about what the future has in store for 

them and are passionate about careers in the green industry. 

With the right mindset and tools, you can recruit some of these 

great folks for your team. y 

Jennifer Buck is the owner of Buck Consulting in Pasadena, 

Maryland. Before starting her own consulting business, Buck 

served for seven years as the recruiting director for Chapel Valley 

Landscape in Maryland, and from 2006 to 2010, served as 

chair of PLANET’s Student Career Days. She can be reached at 

jennbuck@gmail.com or by calling (443) 974-8293. 

With Millennials, recruiters and company 

managers need to have several “touches” … 


The ‘propreneurs’ of PLANET 

Excerpts from The Professional Entrepreneur by William Hildebolt, Ph.D. 

This month’s excerpt from The 

Professional Entrepreneur: When Cowboys 

Grow Up, written by former PLANET 

President Bill Hildebolt, Ph.D., Landscape 

Industry Certified Manager & Technician, 

introduces you to PLANET’s new President 

Jerry Grossi, Landscape Industry Certified 

Techician. Read on to learn more about this 

PLANET propreneur. 

Jerry Grossi 

Jerry Grossi came 

into the green industry 

by the back door. While 

at Michigan State 

University, Jerry studied 

to be a high school 

teacher; however, by 

graduation, his dream 

to be a teacher had 

faded. His first job was 

with Blue Cross Blue 

Shield. This experience 

did not excite Jerry any more than being 

a science teacher, so he took a job with 

Spartan Maintenance, which specialized 

in cleaning and maintaining buildings. On 

the weekends, he would team up with a 

Michigan State University fraternity brother 

who had a side business of promoting 

rock concerts in the area. This business 

venture eventually failed, but Jerry found 

a business partner for life in Ed Dudgeon. 

Ed was an Ohio farm boy who was butting 

heads with his father over farming the same 

piece of dirt, so Ed joined Jerry at Spartan 

Maintenance where they eventually bought 

the owner out and began expanding into 

exterior maintenance. Their business was 

incorporated on April 1, 1976, and to this 

day is a partnership built on sharing work 

and trusting each other. 

Association man for all 

seasons 

Jerry’s association experience started 

with the Michigan Lawn Sprayers 

Association, which was based in Detroit 

and had approximately 70 small operators 

as members. One of the first meetings 

that Jerry attended was on developing the 

Association’s bylaws. Given Jerry’s condo 

management experience, he was widely 

versed on bylaws. He did such a good job 

that he was elected president and was 

later elected to the Michigan Turfgrass 

Foundation that had approximately 1,800 

members. He served as president for two 

years and was on the board of directors 

nine years. Through 

this organization, Jerry 

became familiar with the 

Professional Land Care 

Association of America 

and attended his first 

“Day on the Hill” in 1984 

as an allied regional 

committee representative. 

This ultimately led to Jerry 

being elected to the Board 

of Directors, and then 

president of PLCAA. As a 

result, over the last 20 years, 

Jerry has continually been 

either a director or president 

of numerous green-industry associations. 

Jerry has made major contributions to 

the Green Industry Expo and now the 

GIE/Expo tradeshow. No other industry 

volunteer has more experience or has done 

more to ensure the success of the trade 

show than Jerry Grossi. As of May 1, 2011, 

Grossi is the new PLANET president. 

Passions 

It is obvious from Jerry’s volunteer work 

with green-industry trade associations that 

he has a passion for our profession. He has 

always had a desire to be successful and 

has had a similar wish for those around 

him. Jerry’s company has many long-term 

employees — some have worked for the 

company for more than 20 years — and he 

wants them, as well as himself, to be part of 

a respected industry. He is a man of his word 

and does not make commitments casually. 

His 33-year partnership and 20+ year 

volunteer record are grand testimonies to his 

commitment and dedication to his beliefs. 

Jerry is proud of his family. He enjoys 

helping his children and grandchildren 

and makes time for his family. There are no 

family members involved in the business at 

this time. 

You know you’ve made it 

when … 

You start building a team to achieve a 

company vision and goals. This occurred 

in the early 1980s when Jerry and his 

partner Ed Dudgeon inked a multifaceted 

property management and maintenance 

contract. The contract included several 

large office complexes. The scope of the 

work covered all aspects of property care 

and management, excluding leasing. This 

enabled them to enlarge their staff by over 

30 people. It provided an anchor and a 

base of operations to develop middle-level 

management and springboard into the 

lawn care and irrigation businesses, which 

are core businesses today. 

Skill sets 

Jerry describes himself as a logical 

person with a tendency to sometimes be 

too analytical. He is proud of his ability to 

be a consensus builder and prefers to build 

and function in a team rather than being a 

dictator. Jerry possesses uncanny common 

sense, along with an even disposition, 

which allows him to think before he reacts. 

Success defined 

At this stage of life, Jerry does not define 

success with money. He defines success 


For Grossi’s entire story and that of several other green industry leaders, 

purchase a copy of The Professional Entrepreneur from the PLANET 

Bookstore either online at LandcareNetwork.org or by calling (800) 293- 

as the personal gratification of building 

something larger than yourself and being 

happy with yourself and your organization. 

Success is sometimes defined by the extent 

to which you have achieved your childhood 

expectations/goals. Jerry always wanted 

to be in management and to be his own 

person and boss. He aspired to be neither 

a lawyer nor a doctor; rather his preference 

was to be a leader in the business world. 

By this definition Jerry is a successful, selfmade 

man. 

Growing up, Jerry was never without 

a job. His dad was one of the original 

employees of Kelly Office Services. Jerry 

had his pick of temporary jobs; or, more 

5542 and asking for item number AB-0036. The cost for members is 

$20.00; nonmembers pay $30. All proceeds from the sale of this book 

will go directly to the PLANET Academic Excellence Foundation (PLANET 

AEF), formed to provide academic assistance to promising students, 

hoping to pursue an education and future in the green industry. 

accurately, his father had his pick of 

temporary jobs for Jerry. “I worked all the 

time.” Weekends, holidays, and, without 

question, summers were opportunities 

for employment. “If I came home from 

college for the weekend, my dad had 

a day job for me for both Saturday and 

Sunday. I worked every odd job that you 

can imagine from janitor, office helper, 

inventory taker, to messenger. It was great 

on-the-job training.” This early experience 

and exposure to the business world has 

served Jerry well in both his business and 

association work. y 

Where can you get all the green 

industry resources you need in 

one convenient place 

PLANET UNIVERSE – Your Web portal to green industry-related: 

• Articles & Whitepapers • Newsletters 

• Case Studies 

• Books or Publications 

• Meetings & Programs • Web 2.0 Tools 

• Models & Samples • How-to Videos 

Don’t spend another hour scouring the Web when we’ve 

done the work for you! Just search PLANETUniverse.org 

for what you’re looking for — and if it’s not 

there, let us know and we’ll get it! 

“Part of what sets the professionals involved 

in the green industry apart from your 

average landscaper is the time spent on 

education and certification. The PLANET 

Universe site provides members with 

the materials, programs, and resources 

to enhance their businesses and the 

professional development of their 

employees. It is a great example of the 

” 

industry pooling its resources to help itself. 

—Roger Phelps, STIHL Inc. 

PLANET Universe 

Sponsor: 

PLANET members have unlimited access when they log in with their unique credentials (same as PLANET 

Member Center at LandcareNetwork.org). If you have forgotten your username and password or have other 

questions, please contact PLANET at (800) 395-2522. PLANET Universe was launched in October 2010 and 

its success relies on contributions from the entire green industry. If you would like to submit your educational 

material or if you a have suggestions, please contact JoanHaller@landcarenetwork.org. 


Safety ZONE 

Getting workers to wear PPE 

We all know that personal protective equipment (PPE) protects 

workers from injury. However, safety professionals still 

struggle to get this message across — and make it stick. 

Unfortunately, telling someone to, “Wear your PPE because it says so in 

the safety rule book,” just is not a convincing argument. So what does 

work 

Why workers resist wearing PPE 

The failure of workers to wear PPE continues to be a leading concern 

among employers and safety professionals. According to the National 

Safety Council, PPE is a component in at least two of OSHA’s 2010 top 10 

violations: fall protection and respiratory protection. Also, during the 2006 

National Safety Council Congress, Kimberly-Clark Professional surveyed 

attendees, and asked if they had ever observed workers failing to wear 

PPE when they should. Eighty-seven percent said they had. What were 

the reasons given 

• PPE was uncomfortable (according to 62 percent of respondents). 

• PPE was not necessary for the task. 

• PPE was too hot. 

• PPE was unattractive looking. 

Show, don’t just tell So, you’re wondering, “How do I get my workers 

to wear their PPE” The following eight suggestions have yielded fairly 

good results for me over the years. You’ll notice that most of them involve 

“showing.” It’s my belief that, no matter what message you’re trying to get 

across about PPE, showing is much more effective than talking. 

1. Set an example: There’s nothing more embarrassing than being 

accused of — or even worse, caught at — not “walking our talk.” 

SHOW your peers and coworkers that you are not above the rules and 

regulations by using PPE in your workplace wherever it is required. 

2. Allow no exceptions: There must be zero exceptions — period! If it is a 

requirement that PPE be used in a designated work area, then adhere to 

the policy or the procedure. How many times have you heard someone 

say, “I’ll just be in there for a second,” or, “I’ve been performing this 

task without PPE for years” SHOW your workers where to obtain the 

appropriate PPE and take the time to SHOW them how to don and use 

it correctly. Explain to them that their contribution and hard work is 

valued and that remaining injury free is an important part of reaching 

and maintaining your organization’s goals. 

3. Don’t look the other way: The absolute worst thing you can do 

regarding the proper use of PPE is to let someone get away with not 

using it when it is required. If you ever witness a violation of use, never 

ignore it. 

4. Spend the money: There are few things that offer a quicker return on 

investment (ROI) than PPE. In fact, the ROI can be virtually immediate. 

OSHA even goes so far as to say there is a $4 return for every dollar 

spent on PPE. Let your workers know you stand behind your message 

by giving them something unique, something special. Go ahead and 

spring for that pair of Harley-Davidson® safety glasses, pay for those 

Kevlar® gloves for sharps and cut protection, or offer them hard hats 

with an earmuff option. Doing so SHOWS them you are looking out for 

them and are personally invested in their welfare. 

By John Navroth, Safety Officer, Snohomish County 

Government, Washington State 

5. It doesn’t end with training: Training isn’t the last word on a safety 

topic. It’s usually only the beginning. The training session remains one 

of the most effective venues to SHOW workers how important PPE use 

is in the workplace. This is also a good place to SHOW the proper fit and 

care of PPE so maybe later you won’t be faced with the aforementioned 

“too hot” or “too uncomfortable” issues. You should then monitor the 

desired effects of your training under actual working conditions long 

after the sign-off sheets have been passed around. 

6. Give me a good reason: In use for many years now, but still worth 

mentioning, is the “Why I Work Safe” bulletin board. This is simply a 

place for workers to pin up pictures of their loved ones as a reminder 

(to SHOW them) every time they walk by to work and go home safe. Of 

course I’ve seen the occasional picture of a pet, a car, and even a guitar, 

but it’s often said that love is relative, right In any case, it serves as a 

visual reminder and reinforces the message. 

7. Don’t let the employee off the hook: In addition to the requirements 

that employers provide PPE where necessary, OSHA regulations clearly 

state the worker also has a part in being responsible for safety on the 

job. To help make this happen, make sure you SHOW each worker how 

to properly maintain and store his or her PPE, as well as how to inspect 

PPE for wear, tear, and malfunctions, and how to get it replaced. Let 

them know that the PPE won’t work if it’s broken, in disrepair, or not 

cared for properly. 

8. Discipline: Unfortunately, the “D” word may be necessary to use under 

certain conditions. If you elect to discipline, it is absolutely critical to 

discipline in a consistent manner. The perception of being inconsistent 

with disciplinary action is the fastest way to diminish morale or lose 

credibility with your workers . SHOW them you mean business by 

disciplining according to your written policy and/or union contract. 

While the art of verbal persuasion can be a valuable tool in getting 

workers to wear their PPE, SHOWING them by setting an example, 

allowing no exceptions, conducting effective training, and exercising 

consistent discipline, can go a long way to achieving success. 

In addition to forming partnerships with divisions, departments, and 

other organizational entities, safety professionals must form partnerships 

with individuals in order to foster an efficient and safe work environment. 

One critical element in the context of that environment is an effective PPE 

program. Now it’s time to strengthen your resolve and go forth to proclaim 

the purposeful message of PPE. It may seem a lot like climbing Mt. 

Everest, but once you reach your goal, there’s not another view like it. y 

John Navroth, Safety Officer for Snohomish County Government in 

Washington State, has 18 years of experience in the safety business. His 

latest certifications are in WA State DOT Traffic Supervision, Aquatic 

Facility Operation, and Playground Safety Inspection. Navroth can be 

reached at john.navroth@co.snohomish.wa.us. 


Research 

I 

was honored to have been asked to 

give this year’s keynote address at 

PLANET’s Student Career Days. With 

almost 900 students and 400 hundred 

professors, contractors, suppliers, and 

media in attendance, the event was abuzz 

with energy, school spirit, innovation, 

and friendly competition. I chose to speak 

about something that is important to the 

success of all attendees, timeless, and yet 

rarely (if ever) discussed in our industry: 

the importance of creating and managing a 

personal brand. 

A personal brand is how you market 

yourself, in both your professional and 

personal life, to a variety of stakeholders, 

including your employees, customers, 

social network contacts, suppliers, media, 

financial partners, board members, family, 

church, or community. It is who you 

are and what you do. A personal brand 

embodies your personality and represents 

the value you deliver to your stakeholders, 

while hopefully differentiating you from 

others in the industry and creating a 

competitive advantage for you. 

How you look, speak, and present 

yourself, as well as whom you align 

yourself with, all affect your brand. Each 

and every one of us is a brand, and our 

personal brand positions us for success, 

mediocrity, or failure in life. Think of a 

personal brand as “ME Inc.” Everything 

you do each and every day has either a 

positive, negative, or mediocre impact on 

your personal brand, which in turn affects 

your livelihood and future. You’re either 

building or destroying personal brand 

equity. 

Life is not about finding yourself; 

it’s about creating yourself. With the 

advent of the Internet, smartphones, 

and social networking, there have 

never been more tools and channels to 

disseminate information (around the 

world or your community) about YOU 

Research with an ROI: The importance of 

creating and managing a personal brand 

Judith M. Guido 

Chairwoman and Founder of Guido and Associates 

so instantaneously! If you don’t believe 

me, just ask the actor Charlie Sheen or 

Alexandra Wallace, the UCLA student who 

created a YouTube video that went viral 

around the globe, depicting her mocking 

and complaining about Asian students on 

campus who were calling to check in on 

family members involved in the tsunami. 

She is now the college poster student for 

insensitivity and racism. 

Two key components of personal 

branding are creating name awareness, 

meaning that you want as many people 

as possible knowing who you are, and 

building a positive reputation. What are 

others thinking, saying, blogging, and 

texting about you Brand balance is 

achieved when your self-perception is 

equal to how others perceive you. 

With competition so fierce both 

inside and outside the workplace, it has 

never been more important to stand out. 

Research from Kelly Services shows that 

individuals with strong personal brands 

are four times more marketable than 

those with weak personal brands. Your 

key stakeholders are watching your brand, 

whether it be online, in person, over the 

phone, or via feedback from others. More 

than 50 percent of human resource leaders 

and recruiters are using social networking 

and online searches to assess personal 

brands. Today, 11 percent of business 

schools, 18 percent of medical schools, 

and 21 percent of law schools use social 

networks to assess a personal brand. 

While at Student Career Days, I 

conducted some informal research by 

asking 10 people responsible for recruiting 

if they planned on using social media to 

check up on candidates. Six of the 10 said 

they would be visiting social network sites 

to assess candidates. 

Personal brands are now infused into 

big business with more than 40 percent 

of the Fortune 500 companies reporting 

they have incorporated personal branding 

into all learning systems, at all levels, as 

a method of retaining employees, and 

helping them build and apply their best 

skills to the business at hand. Credibility 

is also important for building a strong 

personal brand, and having reputable 

people speak on your behalf is important. 

Tools like the social network LinkedIn 

already have a built-in referral element, 

which makes it easy for others to speak on 

your behalf. The ability to connect with 

people, having a sense of your humor, 

working well within a team, and handling 

stress and change are metrics that others 

use to assess your brand. 

After conducting more than 100,000 

interviews, Kelly Services, found that the 

traits individuals identified as the most 

important in creating their personal 

brands were verbal communication 

skills, followed by technical knowledge, 

strong résumés, written communications, 

personal attire, and the use of social 

media. 

It is your responsibility to create your 

personal brand. Use common sense and 

think about the end results of all of your 

actions. Think of yourself as a worldwide 

distributor of personal information. You 

ARE what you say, profile, broadcast, 

blog, tweet, or email. If you don’t create, 

control, and manage your personal brand, 

someone else may. y 

Judith M. Guido is chairwoman 

and founder of Guido and Associates, a 

leading industry consulting firm which 

has been successfully helping GREEN 

companies grow their people and profits. 

Please send questions and contact her on 

LinkedIn, Facebook, or Twitter; by email at 

jmguido@sbcglobal.net; or by calling (818) 

800-0135. 


From the Hill 

How important are your employees to 

government affairs goals 

So often, employers are judged by 

the actions/performance of their 

employees, who are the most 

visible link in the communities where 

they live and work. Effective employee 

training and follow-up on the job 

can make the difference in how your 

company and our industry are viewed not 

only by customers, but also by state and 

federal legislators and regulators. 

Many laws and regulations were 

created because of an accident 

or to take care of a few 

complaints. When 

these accidents or 

complaints become 

news, they get 

magnified and can 

create the feeling that 

“there ought to be a law” 

to correct the problem! 

This scenario applies 

to worker safety issues, 

environmental pollution, and 

customer relations. 

While there is no lack of good 

information to use in training, the 

thoroughness of the training, its timing 

for new employees who come on in the 

middle of the season, the proficiency of 

the trainer, the training program itself, 

and verification that the training resulted 

in the right behavior on the job are 

important elements in achieving realistic 

goals. 

Since you cannot train a person 

to have common sense, you have to 

start by hiring the right people. As Bill 

Hoopes, author and 

long-time industry trainer 

puts it, “When you hire people 

who want your job versus just 

employment, people who want to 

learn, then your training and coaching 

will be the key to success.” Many times a 

situation occurs that did not take place 

exactly as it was portrayed in training; in 

these types of situations, common sense 

is an absolute must. The right person, 

effectively trained, will react the right 

way. And, since there will not always be 

a supervisor present at the worksite to 

observe and give advice, you need to be 

able to count on your people to do the 

right thing on their own. 

With regard to chemical applications, 

some states are making stricter rules on 

how supervision should take place. The 

“… while we are technically very good 

at what we do, we need to make sure 

the message our people send is as 

effective as the work they do!” 

Tom Delaney 

PLANET Director of 

Government Affairs 

result may be that more 

applicators will have to 

be trained and licensed. 

When employers 

are not worrying 

about bad things 

happening 

because of poor or 

inadequate training, 

they can leverage 

the positive image to 

build relationships with 

legislators and regulators, as 

well as customers to help get out 

positive messages about the benefits of 

the industry and the value of the work 

that’s done. 

As Bill Hoopes puts it, “Our work in 

the green industry is and always has 

been tied to people. And, while we are 

technically very good at what we do, 

we need to make sure the message our 

people send is as effective as the work 

they do!” 

Therefore, it is critical to PLANET’s 

government affairs program that owners, 

supervisors, industry leaders, and 

trained employees get active engaging 

lawmakers and regulators, and PLANET’s 

Legislative Action Center, located 

under the Government Affairs tab at 

LandcareNetwork.org makes doing so 

easy. y 

Tom Delaney, PLANET Director of 

Government Affairs, can be reached at 

tomdelaney@landcarenetwork.org or by 

calling the PLANET office at (800) 395- 

2522. 

Find your legislator on the Elected 

Officials page in the Legislative Action 

Center at LandcareNetwork.org. 


HR Insights 

Recruiting for the long term 

Bill Cook 

PLANET HR Consultant 

Every hiring season brings with it an 

experience of mixed emotions. Will we 

be able to bring together a productive 

team Will we hire someone we wish we 

hadn’t Will we find that new candidate who 

can walk on water and maybe even show the 

others how it’s done We hope our fishing 

expedition will produce a good catch. For 

many of us it’s all about luck. 

But, companies that employ full-time 

recruiters don’t rely much on luck. And, 

they don’t wait around for the hiring season 

to begin the process. Their job depends on 

bringing in the right people for the right job 

at the right time and that takes a larger and 

longer view. They analyze the entire recruiting 

process and organize it into a program of 

vision, strategy, and tactics. Following is a 

guideline to that process: 

❑ Workforce Planning – Don’t wait for the job 

to come open. Know that you lose X number 

of employees each year and have to start 

recruiting that many just to stay even. Are 

you considering new products coming next 

year Is someone about to retire What if you 

lost Joe Is Susan looking for a better job 

Plan now for next season’s openings and for 

your company’s future needs. 

❑ Sourcing – Where are the people you are 

looking for Where do they live What do 

they read What Web sites are they on 

Who do they talk to Who will you contact 

It’s not a shotgun approach. It’s about 

identifying your targets. Know where to look 

for the type of position you are trying to fill. 

❑ Recruiting – Review the job description. 

Rank the top 10 items (skills, experience, 

compatability, etc) that are essential to this 

job. Separate this list into three parts. First, 

identify the few items without which this job 

cannot be done. Second, identify those few 

items that would be very good to have if the 

candidate already had everything in part 

one. Third, look for those things that would 

be nice to have or to use as tie-breakers 

for those who already fulfill parts one and 

two. With these elements in place, you can 

then start pulling together your ad, and, 

finally, getting the announcement out. Start 

making phone calls. Contact schools. Set 

up job fairs. Contact previous candidates 

to see if their qualifications have improved. 

Spread the word. Use all the recruiting Web 

sites related to the green industry. Consider 

using social media: Facebook, Twitter, and 

Linkedin. Understand the legal, practical, 

and ethical issues associated with this new 

communication tool. 

❑ Screening – Start by eliminating everyone 

who does not have the items listed in part 

one above and any others who are obviously 

not in the picture. Identify those who are 

seemingly well qualified for the next step. 

Send out the “Thank you for applying, 

but …” letters to every candidate who applied 

but is not being given further consideration. 

Notify everyone of their status. 

❑ Pre-Interview – This can often be done by 

phone, but it is a different type of interview. 

Here, you are taking the first step to become 

more familiar with each candidate. Get 

those primary qualifying questions resolved. 

Is this candidate a serious candidate Do 

they truly understand the job Are they now 

available Is relocation a problem Do they 

still seem qualified 

❑ Interview – This is where the professionals 

really do their magic. Skilled interviewers 

know the questions to ask, the answers 

they’re seeking, and how to analyze what 

they see and hear. Difficult even stressful 

questions are asked of the candidates. Real 

on-the-job situations are presented, and 

how the candidate responds is analyzed. 

Here’s where the final recommendations 

are made to the company and the number 

of candidates get narrowed down to those 

few going on to the next step. At this point, 

all remaining candidates are considered 

qualified to take the job. This is the most 

legally impacted step in the process. Most 

of the related EEOC lawsuits start at this 

step. This is not something to do off-thecuff. 

It’s not a casual conversation. Prepare 

thoroughly for the interview. Ask the 

questions that tell you what you have to 

know. Use a candidate evaluation form. 

❑ Reference Checking – Professional 

recruiters never pass up this task. You must 

check references! This is when you may 

find out that the candidate was terminated 

for drug abuse or violence. A recent survey 

of hiring professionals indicated that 

more than 90 percent of all résumés are 

exaggerated to some degree. Understand 

the practical and legal issues of reference 

checking, including the legal risks for not 

checking references, and use reference 

checking release forms. 

❑ Final Interview – At this stage, the last two 

or three candidates are interviewed in depth. 

This is where other company representatives 

may get together with the candidate, 

possibly at lunch. At this point, it’s a lot more 

about the chemistry between the individuals 

and bringing out related details about the 

physical transfer. 

❑ Hiring – This is the offer letter, the physical 

transfer, the relocation, and all the necessary 

housekeeping procedures leading up to the 

first day, Should this be an employment 

contract or an offer of employment 

Understand the impact of each. 

❑ On-Boarding – The welcoming, the tour, 

and the paperwork preparation should 

assure that the inevitable problems are 

smoothed out. Orient them to your 

employee handbook. Assign them to a 

mentor. Give them a schedule of goals for 

the next few weeks and months, and make 

sure the new team member is guided or 

mentored for as smooth a transition as 

possible. Many companies say this is the 

step, more than any other, cuts down on 

turnover and increases productivity. 

You can learn more about many of these 

steps at PLANET’s Web site, LandcareNetwork. 

org, in the Member Center under HR 

University. y 

Bill Cook, PLANET HR Consultant, can be 

reached at wcook62@comcast.net or by calling 

(703) 590-3841. 


PR Corner 

Developing an effective employee 

recruitment PR campaign 

In creating a public relations strategy for 

your company, you should include an 

employee recruitment and retention 

component. This can be wrapped 

into all your ongoing marketing and 

communications strategies. Potential 

employees will be attracted to your 

company if you have a good reputation 

and good visibility. While word of 

mouth remains your best mechanism 

for recruitment, marketing and public 

relations can play an important role in 

reaching good prospects and retaining 

existing employees. 

Your communications plan should 

contain a variety of recruitment tactics 

— an effective recruitment section on 

your Web site; releases on employee 

promotions, awards, and accomplishments; 

releases on company awards and activities; 

and employee awards programs and special 

events. Posting of employment opportunities, 

incentives, and employee testimonials on your 

Web and social media sites will also provide an 

effective way to increase visibility. 

Also, look for opportunities to enter local 

company awards. Many communities have 

“best places to work” awards and/or awards 

for community projects and participation. 

Community projects offer your company a 

chance to gain visibility while also exercising 

team building and giving back. These projects 

also improve employee morale. You can 

submit work on these and other projects (e.g., 

PLANET’s National Day of Service) for various 

awards. Write a note to your local politicians 

and send photos of your company activity. 

They may decide to give you a commendation 

or an award for your project. And, it doesn’t 

stop there. Once you get the award, write a 

press release and send it to all your local media. 

Your recruiting campaign should not be 

limited to English language media outlets. 

Check your region, and make a list of all of 

the local Latino press opportunities. Have 

someone in your company (or hire a local 

translator) translate your news releases into 

Spanish. Book Spanish-speaking employees on 

local Latino radio stations to speak about work 

32 PLANET News May/June 2011 

Web site 

Word of mouth 

Social media 

Best Hire 

Awards 

in the landscape/lawn care/interior plantscape 

industry. Include a Spanish-language tab on 

your Web site with employment information. 

When you hold company activities or 

projects, invite media to attend and participate. 

Invite Spanish language media as well and 

make sure to have someone available in your 

company who speaks Spanish. This will go a 

long way in helping you recruit. 

If you’re looking to hire landscape, lawn 

care, or interiorscape managers and executives, 

one of the best ways to recruit is through green 

industry trade media. Story placements on key 

employees and your company will be read by 

those in the industry who are looking to make 

a move. 

If your primary goal is employee 

recruitment, be sure to make that a part of your 

messaging. If you’ve launched new tools and 

technologies that are unique to the industry, be 

sure to write releases or pitches for trade press 

pickup. If you’ve implemented new employee 

programs be sure to include that on your Web 

Vicki Bendure, PLANET PR Consultant 

Other 

Languages 

Testimonials 

site and your press materials. 

If you expand or change your services, 

be sure to put out releases on the change 

and tie it to something newsworthy — the 

economic rebound, increase in spending 

by homeowners, etc. You may expand 

into an area such as design/build and you 

should promote this as well and tie it to 

industry trends. 

In recruiting new employees, don’t 

forget to keep your existing employees 

happy. Existing employees are your 

company ambassadors and your front 

sales line. You can write and talk about 

how great your company is and that 

it’s a great place to work; however, your 

marketing will fall flat if there are disgruntled 

employees at your firm. So, be sure to fix any 

internal problems before you move into an 

active recruitment mode or your recruitment 

communications plan will fail and may 

backfire. 

Be sure to solicit input and get feedback 

from existing employees. Ask them what the 

company assets are and what attracted them to 

the company. Ask why someone would want 

to work there now. Listen and implement what 

they have to say. They’re a great focus group for 

your recruitment efforts. 

By looking at and managing internal 

communications, you’ll be able to build a solid 

and authentic messaging platform for your 

external audience and you’ll be rewarded by 

being able to hire the best and the brightest. y 

Vicki Bendure, PLANET PR Consultant, 

can be reached at Vicki@bendurepr.com or by 

calling (540) 687-3360. 

In recruiting new employees, 

don’t forget to keep your existing 

employees happy.


New PLANET Members continued from page 15 

• Faye Bonawitz-Carlson 


Technology 

• Beth Brister 

Hinds Community College 

• Justin Brock 

Kansas State University 

• Kelsey Bromm 


Technology 

• Kyle Brown 


Technology 

• Nicholas Brown 

University of Massachusetts- 

Amherst 

• Josh Bryant 

Cincinnati State 

• Jesse Channell 

Sandhills Community College 

• Aric Clem 

Auburn University 

• Mary Catherine Cochran 


• Ryan Cochran 


• Abraham Conde 

Joliet Junior College 

• Levi Corbett 


Stillwater 

• Eric Costello 


College 

• Rena Crews 


• Austin Crumbley 

Oregon State University 

• Andrew Curtis 


• Jeannine Cutsforth 


College 

• Eric Dabbaghchi 


• Jackie Davis 


• Dexter Deddo 


• Dunja Djuranavic 


• Sarah Doby 


• Logan Dozer 


• Chris Dugan 


• Robert Elliott 


• Thomas Elsey 

Triton College 

• Joshua Emery 


• Daniel Endy 


Technology 

• Grant Engfer 


Technology 

• Jordan Felber 

Milwaukee 

• Cory Michael Fereri 


Technology 

• Nathan Fetig 

Colorado State University 

• Alex Fuerbacher 


• Michael Furbay 


• Nathan Gallion 


• Chris Garcia 


• Heath Garrett 


• Jodi Gehrke 


College 

• Julie Gibson 


College 

• Kristy Goggio 


College 

• Jason Grizzle 


• David Grover 


• Samuel Gustin 


• Samuel Hanmer 


Technology 

• Cathy Hayen 


• Josh Hill 


• Alan R. Humble 

Chattahoochee Technical College 

- North Metro Campus 

• Jeff Jackson 


College 

• Chester Jankowski 


• Bradley Johnson 


• Andrew Kaminski 


Technology 

• Leah Kay 


• Robert Kelchner 


Technology 

• Kathy Kingcaid 


College 

• Ginger Knapp 

Tongue Point Job Corps. 

• Drew Krenckle 


• David Kusnierz 


• Whit Lacey 


• Amy Ladrigan 


• Wade LaForge 


• Dalton Larson 


College 

• Carla Liburdi 


• Katee Longmore 


College 

• Matt Lowe 


Technology 

• Jason Luecker 


• Samuel Lyon 


• Andrew Malby 


• Patrick Maloy 


Stillwater 

• Kathy Manow 


• Darnell Marion 


College 

• Maddie Maynor 


• Tyler McClure 


Stillwater 

• Jasa McKean 


Technology 

• Shane McMurry 


Stillwater 

• Pat McTee 


• Adrian Medina 


• Amy Metrick 


Technology 

• Jason Meyer 


• Katie Mills 


• Clyde Morris 


• Oscar Munoz 


College 

• Adrienne Onley 


• Ray L. Parish 

Northeast Wisconsin Technical 

College 

• Toye Payne 


• Luke Peters 


• Sarah Peterson 

Dakota County Technical College 

• Wyatt Phillips 


Technology 

• Josh Phillips 


• Ricardo Ramirez 


• Alexander Reiver 


Technology 

• Logan Richard 


Technology 

• Tim Rick 


College 

• Kelly Rix 


• Daniel Severance 


• Kaila Ariana Sewald 


Technology 

• Robyn Shepherd 


• Jessica Smith 


• Aaron Smrekar 


• Nichole Snyder 


College 

• Stephan St. Clair 

Tongue Point Job Corps. 

• Laurie Starr 


College 

• Sammy Stephenson 


Stillwater 

• Mary Jane Swedberg 


College 

• Rebecca Tabaja 


• Elena Tarima 


College 

• Cassie Templeton 



• Brandt Thacker 


• Emily Tice 


• Emily Tinalli 

Farmingdale State College 

• Jared Upchurch 

Mississippi State University 

• Jay Van Tassell 


• John Wagers 

West Virginia University 

• Tara Walano 


• Erin Walsh 


Technology 

• Yulia Ward 


College 

• Cesar Warren 


• Nick Weber 


College 

• Randi Werner 


• Shawna Williams 


• Erika Wilmes 


• Jeremy Wilson 


Technology 

• Sandra J. Wilson 



• Ryan Windholz 


• Micah Wood 


– Idaho 

• Sheila Wright 

Montgomery College 

• Kurt Zastrow 


College 

• Jing Zhang 

Cuyahoga Community College 

• Dustin E. Zook 


Technology 


Legally Speaking 

Employer hiring practices spotlighted 

With a 17 percent “underemployment” rate in our country 

and the highest unemployment rate for those over the 

age of 40 in 60 years, it is not surprising that plaintiffs’ 

attorneys and regulatory agencies are focused on employer hiring 

practices. In particular, within the past four months, the Equal 

Employment Opportunity Commission (EEOC) has held hearings or 

public meetings on the following: 

• Employer use of background 

checks. The issue is whether 

background checks, 

particularly credit reports, 

disproportionately adversely 

affect minorities and single 

mothers compared to any 

other protected class. This 

is also exacerbated by 

higher rates of under or 

unemployment among those 

classes, which in turn results 

in financial difficulty and 

thus a lower credit rating. 

Approximately two dozen 

states have enacted or are 

considering legislation 

regarding employer use of background information. Be sure that 

your hiring practices conform with the Fair Credit Reporting and 

Disclosure Act at the federal level and with state law requirements. 

Because the employees of PLANET members work on private 

property, use equipment, and may work unsupervised, PLANET 

members should pay particular attention to conviction records 

for theft, assault, and other actions that would raise a higher 

risk of accountability in light of where the jobs are performed. A 

manufacturing employer can take some risks hiring individuals 

with these types of backgrounds compared to an employer whose 

employees work on private property. Remember that the factors to 

consider regarding criminal convictions are the recency and severity 

of the conviction. 

• The unemployed applicant. The EEOC held a public meeting on the 

question of an employer rejecting an applicant because the applicant 

Approximately two dozen 

states have enacted or 

are considering legislation 

regarding employer use of 

background information. 

Richard I. Lehr 

PLANET General Counsel 

is unemployed. According to the EEOC, this, also, may have a 

disproportionate impact based on race and national origin. So, 

why would an unemployed 

applicant be excluded 

from consideration The 

general principle that many 

employers follow is that an 

applicant with a job is more 

attractive than an applicant 

without a job. 

• Issues of “older” applicants 

applying for jobs in this 

industry. Many of the jobs 

in this industry require 

physical work. Be sure to 

comply with the Americans 

with Disabilities Act 

requirements regarding 

what and when medical 

information may be requested of an applicant. Also, be sure that 

those who are involved in the hiring process do not reject applicants 

in the protected age group (40 and older) based on stereotyped 

assumptions of whether or not the applicant is able to perform the 

physical work. 

Be sure that those who are involved in the hiring process 

thoroughly understand their compliance responsibilities under state 

and federal law. Jobs are precious in our economy — I hear employers 

mention that several hundred applicants apply for a single vacancy. A 

rejected and discouraged applicant may feel compelled to file a claim, 

particularly if those in the interview process have asked questions or 

engaged in discussions that should have been avoided. y 

Richard I. Lehr, PLANET General Counsel, can be reached at rlehr@ 

lehrmiddlebrooks.com or by calling (205) 326-3002. 

Index of advertisers 

Bartlett Tree Experts ....................................................... 8 

C&S Turf Care Equipment, Inc. .......................................13 

CNA ....................................................................................... 7 

Ewing Irrigation ................................................ Back cover 

Florasearch, Inc. ................................................................ 5 

Oly-Ola Edgings, Inc. ........................................................ 17 

PBI Gordon ...................................... Inside front cover, 15 

Precision Payroll ............................................................... 11 

Snapper PRO ......................................... Inside back cover 


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www.ewing1.com/locations 800.343.9464 

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Student Career Days - LandcareNetwork.org

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