By Mark Hersberger

"It's always good to get the big picture," says Janice James, executive director of Pat Taylor and Associates in Washington, DC, regarding the opportunities available for her work force at Staffing World 2004. "Staffing World is one of the only ways for us to know what's happening in the industry," she explains.

Amidst an expanding economy and improving labor market, Washington-area staffing firms are planning to send large contingents to the ASA convention and expo. For smaller firms especially, having such access to the convention provides a fantastic chance to discover the breadth of the field. "It's important for our staff to understand the industry concerns, what ASA represents, and the scope of the industry," says Drew Golin of InterSolutions Inc. in Washington.

Jason Connors knows exactly what Golin means. Connors runs APEX Professional Staffing Inc., a two-year old firm in Baltimore and new ASA member. As most of Connors's 11-member team is new to staffing, having the convention so close to home offers an unparalleled opportunity for his core employees to familiarize themselves with the industry and ASA.

"I don't think my staff has any idea how big and active the industry is," he says. "Their backgrounds are more in the fields where they place candidates—banking, accounting—but the convention will get them excited about their new profession."

James also points out that Staffing World is beneficial to small companies because it's the only way to know what's happening in the industry. Without branches in other states or cities, staying abreast of developments is challenging.

Such exposure can definitely serve as a morale boost, according to Golin. Just knowing that other people are overcoming challenges and succeeding in staffing is something he hopes to use as a motivational tool.

"Attending Staffing World will bring [our staff members] to understand that they are not stuck on an island, that they are not the only ones going through it because other people deal with the exact same issues too," he says.

The Human Touch

Recreating the effect of a live presentation or discussion, however, has always been difficult, and James struggles to find ways of relaying lessons learned at conventions. She says that the interactive aspects of the convention cannot be replicated through handouts, recaps, or recordings.

Connors faces a similar dilemma. He and his staff find InterAction seminars useful, but often wish they could ask more questions. "You may be listening," he says, "and the presenter will bring up an example exactly the same as what you're dealing with in the office, but it's kind of hard to interrupt the seminar."

Attending Staffing World in person effectively eliminates the middleman and communication barrier, and James, Golin, and Connors plan to disperse their teams to as many events as possible. Connors wouldn't even mind attending workshops that are encore presentations of InterAction seminars. "At the convention, even if we see the same people, we can go armed with questions and try to get a more personal response," he explains.

Attending sales workshops is a top priority because it's such an important aspect of what small staffing firms do. The all-staffing-all-the-time nature of the convention makes it such a keeper for firms with limited in-house training resources. James points out, "You can attend all the 'how-to' sales seminars you want, but there's nothing like listening to people in your own industry."

Relationship building, in particular, is one facet of selling in which she hopes her staff can improve. "How can you teach that through a book?" she wonders. For her staff, a related workshop or Ask an Expert roundtable could reveal the subtle science of body language, tone, and mood that separate A-list salespeople from the rest.

In the all-hands-on-deck world of independent staffing, though, team members benefit most by attending several events, whether to sharpen existing skills or pick up new ones that might be useful...just in case. Time management, human resources, recruiting, and employment law are cited by James, Golin, and Connors as important in developing a well-rounded staffing professional. They view the convention in part as a crash course for their employees on the ins and outs of staffing.

Timing Is Everything

Such solid growth has sparked an expansion bonanza for local staffing companies. Golin and Connors report new branch openings, and both intend to capitalize on Staffing World as an opportunity to learn not just how to grow, but how to grow responsibly and successfully.

"We are in a growth stage, so I want to meet with companies who've been where we are now," says Golin.

"As an owner, I'm probably interested in almost everything," admits Connors on the eve of his first Staffing World, but also acknowledges that managing expansion is a particularly germane topic. "I want to get the general feel of the business climate, and find out where people see growth."

Employment surges in the region belie a competitive market. Connors finds it difficult to glean much useful information from his rivals. Therefore, he looks forward to meeting as many people from out of town as possible. He says, "It's a competitive market locally, so I want to talk to people from out of town and get their perspective. Maybe they can hit on something I've been missing." Who knows? His new contacts might inspire the idea that gives him the edge he needs to stand out in a crowded field.

Such is the advantage that attending a convention confers, but inspirational moments are not reserved for owners only. As Connors can attest, an expanding market means new employees are joining the industry in core capacities, despite having limited direct experience in staffing. Opportunities abound at the convention to not only educate the inexperienced, but to reveal how other acquired business skills can be applied to staffing functions.

Candidates and customers have choices. Maintaining a competent, qualified permanent staff is what separates the success stories from the failures. Savvy staffing firm owners in Washington know that all signs on the freeway to achievement point to Staffing World 2004. Join them in the nation's capital Oct. 20–23. For more information visit http://www.staffingtoday.net/memberserv/convention04/.