New universal brand to improve awareness and access to employment and training services statewide
As part of Florida’s continuing commitment to enhance access to workforce services for job seekers and businesses, state leaders today announced additional progress toward the launch of CareerSource Florida as the new unified brand for the state workforce system.
Workforce Florida and the state’s 24 regional workforce boards have begun preparing for an official transition in early 2014. Once formally launched, Workforce Florida, the statewide workforce investment board, will become CareerSource Florida. Each regional workforce board and the nearly 100 one‐stop career centers they direct will begin using an aligned regional brand name that starts with “CareerSource” and is followed by a regional identifier. For example, Workforce Escarosa, which assists job seekers and businesses in Escambia and Santa Rosa counties, will become CareerSource Escarosa. South Florida Workforce, in Miami‐Dade and Monroe counties, will be known as CareerSource South Florida. The entire system will be referred to as the CareerSource Florida System.
“We are excited about the brand change and how it better positions our unified system to support economic development, sending a powerful message of collaboration and alignment to any business seeking talent resources in Florida,” said Dwayne Ingram, Chairman of Workforce Florida’s Board of Directors. “The CareerSource Florida brand conveys recognition of our vital mission and our commitment to helping with the skills development professionals need, not only when seeking a job but throughout their career.”
The system’s new universal brand was unanimously approved by the Workforce Florida Board of Directors in May. Most recently, Florida’s 24 regional workforce boards concluded their selection of corresponding regional brand names.
Prior to the rebranding initiative, there were 25 brand names, for the state and local workforce boards, as well as numerous other brands associated with the system and its one‐stop career centers. Extensive research during the rebranding process showed the multiplicity of names contributed to a lack of awareness among both employers and job seekers of the system’s employment and training resources.
“The unified CareerSource Florida brand, along with key initiatives underway to improve services to job seekers and businesses, will strengthen our workforce system and help our customers more easily and efficiently access the many talent and training resources available at both local and state levels,” said Workforce Florida President/CEO Chris Hart IV. “By creating a single, distinctive identity for Florida’s workforce system, CareerSource Florida will eliminate confusion caused by the many different brand names across the state. With this new brand, our organizations, with their shared mission, will now share a name.”
The new CareerSource Florida brand is represented by a colorful orange, blue and green logo. The name and logo are the result of six months of market research and a collaborative process involving more than 1,500 stakeholders — from job seekers and businesses to regional workforce board leaders, frontline workforce professionals and strategic partners. The CareerSource Florida name and logo was the overwhelming top choice among Floridians and businesses surveyed.
Progress toward the public rollout of the universal brand early next year includes efforts underway by Workforce Florida and regional workforce boards to integrate the new brand in websites, signage, public information materials and related items. A Statewide Brand Implementation Plan was developed and provided to regional partners, and formal guidance is being developed by the Florida Department of Economic Opportunity to ensure compliance with federal and state requirements for the publicly funded workforce system.
“We are unifying through a single brand to ensure those who need us most know where to find us,” said Lenné Nicklaus‐Ball, Chairwoman of the WorkNet Pinellas Board of Directors and the Florida Workforce Chairs’ Alliance. “This is important today when so many brands are vying for the attention of the public. However, each board also maintains the flexibility to design workforce strategies and programs that meet the unique local needs of its community. It’s a win‐win opportunity for the system and our state.”
The work to develop Florida’s unified workforce system brand began last year in response to the Regional Workforce Boards Accountability Act of 2012. Passed by the Florida Legislature and signed into law by Governor Rick Scott, the law — which called for the system to evaluate the means to establish a single, statewide workforce system brand — took effect on July 1, 2012. Florida is among a growing number of states nationally to unify its workforce system through a common brand name. Others include California, Illinois, Kentucky, Maryland, Ohio, South Carolina, Texas and Virginia. However, further distinguishing itself as a national leader, Florida is the first state to unify its statewide board, regional workforce boards and career centers through a single brand identity.
For more information and updates about the new CareerSource Florida brand, go to www.careersourceflorida.com.
About Workforce Florida: Workforce Florida Inc. is the statewide workforce investment board of business and government leaders charged with overseeing Florida’s workforce system, which includes the Department of Economic Opportunity, 24 Regional Workforce Boards and nearly 100 One‐Stop Career Centers. Workforce Florida’s mission is to develop strategies that help Floridians enter, remain and advance in the workforce to support economic development and strengthen the state’s business climate. Learn more about Florida’s workforce resources and solutions at www.EmployFlorida.com or 1‐866‐352‐2345.