Brain Drain - Hochschule der Bundesagentur für Arbeit

����������������������������������������������������������������������������
������������������������������������������������������
�
�
Marketing is seen as a critical part of a successful private counselling practice.
Therefore practitioners must realistically determine whether they have the skills to
offer a service and whether that service has a market.
Because careers counsellors in PES are paid regularly by a public institution, the
immediate need to market is less pressing. And many counsellors who have worked
in public institutions have an aversion to advertising.
One of the best types of advertisements is the non-ad (e.g. writing in magazines or
newspapers regularly, serving in high-visibility volunteer positions where their names
are frequently mentioned in local news media.
A marketing campaign may begin with non-ads, but soon target groups must be
developed, a list of the strategies to be employed must be compiled, an advertising
budget must be developed, and an advertising calendar must be laid out.
In all the activities related to marketing, organising, work planning, financing,
specifying remuneration and co-operating with other counselling services one should
follow the ethical standards of vocational guidance adopted for example by
AIOSP/IAEVG in 1995.
2.4 Methodology - Proposals
Lecturer: Input - a presentation on potential areas for private career counselling, with
examples drawn from the country. A study of a project to establish a private
counselling practice. Consulting experts about evaluation of the results.
Aids: A projector transparency or a PowerPoint presentation.
Participants: A study (individual or in a partnership co-operation) of a project to
establish and conduct a private counselling practice. Regional research. Drawing up
reports on the results (with a chart of theses). A presentation and a discussion in the
whole group.
Exercise 1: Organizing services (40 minutes)
The trainer divides the participants into pairs and then distributes the task-sheets.
Match the service with the customers.
32
Training institution Local partnership
Tertiary school Employment agency
Production plant Service information
Small family company Public works
Local government Investment works
An unemployed person Future employee training