At the recent Yellow Pages Association conference , I held a workshop to cover several key subjects directly related to the status of employment in the industry. First, I provided the results of our third annual survey of Yellow Pages industry local sales and sales management employees to gauge their view about their current jobs. In the prior two year's surveys, results showed a decreasing engagement level with their jobs and the industry. At that time, these results were not inconsistent with other industries - a Gallup Organization poll showed that 70% of US employees felt they were either "not engaged" or "actively disengaged" at work. But now with a tough economy and an overall advertising downturn, how has the mood of the industry's workers changed?

Next, the survey asked workers view of their potential career paths within the industry going forward. In last year's survey overall people seemed generally happy with the company they work for and the leadership. The only warning flag we continued to note was that they were not overly excited about the future of the Yellow Pages industry. We would always expect sales people to respond more positively and even noted comments at that time that showed a real uneasiness about the future of the industry's print products. As overall print product usage declines, how has it impacted people's view of the Yellow Pages industry as an ongoing career choice?

After presenting the survey results, I also took attendees through the changing hiring landscape, and provide suggestions to managers on what they could do now to maintain a positive direction despite the lingering bad economy. I also provided an interesting new “out-of-box” program that Hawthorne Search just introduced at the recent ADP and YPA conferences. Here are the details for all of these items.

Survey Says?

We surveyed some 1,400 sales reps, managers, and senior sales executives to ask their views on their jobs, their companies, their careers, and the industry in general. During recent phone interviews with candidates we also had an opportunity to ask similar questions of another 30 reps and managers. We further solicited comments from our network of 12 recruiters.

While we got enough responses to make the overall results statistically valid, there wasn't enough to allow us to further subset this into more detailed segments like large vs. small publisher, or by specific age groups.

This year we had more responses in the senior sales manager level, and there was a noticeable change in the age of those responding - a more experienced group, and the overall profile was skewed a little more male, but consistent with prior years.

Of note was that decrease in the number of people had been in their current position for less than 5 years - we seemed to be staying in our jobs for a long period these days than in the past. Also note that “Publisher size” was a self selected choice.

For questions that covered their current job situation - most of the responses showed improvement over the prior years. I think this reflects the higher number of managers and senior managers in this year's study and not necessarily some significant trend. I also think you see where people in a tough economy with lots of unemployment are happy to have a job, and a good paying one at that, selling a group of products they still believe in.

Net net: the indication is that folks are generally happy. Not the results I would have initially guessed we would see.

Specific to their views of their company, the only new red flag that came out was an increasing concern about information, tools, and training. Given the many new digital products the industry has added, could we be a little behind in providing sales people with all of the core things they need to be successful?

Overall people seem happy with how their role fits into the overall company direction, the communication from their company leaders and that the company is a good place to work.

The one disappointed side to this is that I think it's an early indication that as an industry, we need to do some a lot more Public Relations work about why this such a great industry to work in. I'm not sure the world at large has gotten that message. Sales reps on average make a respectable salary compared with other industries. There is also the potential to get well into the $100k+ range for the top performers. In this economy, there aren't many industries that can say that. Why aren't we shouting that message in every forum we can???? In our rep recruiting efforts for publishers we can attest to the fact that the industry is NOT attracting those high quality, college education young people it needs for its sales force in the future.

When it comes to compensation, it's rare that any sales person thinks they make enough for their efforts, in any interest. Do any of us ever feel we are paid enough? This year's results reversed an earlier trend with people saying they were ok with their comp. I think again you are seeing results reflecting a higher percent of managers and senior managers, as well as a tough economy where more people are happy to have any job.

However, in our direct interviews we still noticed a gap between expectations of managers and the young sales reps. For example, this comment from one senior level publisher sales manager: “Typically top sales people want all commission and are attracted to higher income potential as a result of higher sales - but we are finding more and more younger people that are happy just making $35 or 40K a year. That's not a good thing when you are looking for top performing rep…”

When it comes to the respondent's view of the industry and its future, again we were surprised with the positive reversal on the overall future of the industry. The result of some 53% agreeing that they would be working in the industry in the next 5 years was a major shift. Fewer respondents also indicated they would be making a job change in the next 6 months. Are you surprised with these results???

Readers should note that some of these results are not totally out of line with other surveys we have seen in other industries we serve. While most survey data conducted prior to the start of economic meltdown show that upwards of 50% of all employees are currently, actively looking for a job, that trend came to a halt as soon as the unemployment numbers started to dramatically grow.

Add it all up and you have an industry people who are generally happy in their jobs (especially so given the current unemployment levels), realize that they do make a good income, and that despite the naysayer's projections of its imminent death, is an industry people think is going to be around for awhile as it continues to add a wider portfolio of digital products to its predominantly print product mix.

In next month's article I will go through the other parts of the work shop.

• Regional Sales Manager
• Senior Vice President of Client Services
• Production Manager
• National Account Manager
• Vice President of Sales
• Vice President of Business Development
• Account Supervisor
• Media Planner
• Managing Director