TRAINING TUESDAY PODCAST 035 (MARKET SHARE; INTERVIEW WITH MSG (ret) KARL MAHN)

Providing (very unofficial) Ongoing Sustainment Training for Army National Guard Recruiters

Welcome to Tuesday…Tuesday Training Podcast…a conversation and collaboration between Army National Guard Recruiters.  This week lives will be changed, legacies will be started and generations will be impacted because of what we do to serve our citizens by bringing the best and brightest into our organizations.  What you do matters…..you will make a difference.

Who:  I am MSG(R) Karl Mahn.  I retired almost exactly 1 year ago 30 SEP 14 from the Montana Army National Guard after 29 years of service.  15 of those years were in recruiting.  Almost all of those years were service in an active status (Army/AGR).  My previous years I served as Armorer, Supply Sergeant, Training NCO and finally Readiness NCO.  At 15 years of service I decided to give recruiting a try.  This was the hardest assignment ever!  But with success as RRNCO I was promoted to Area NCOIC.  I did that for 10 years and finally transition to RRB OPS NCO where I completed my service.  I currently serve as  Battalion Master Trainer (Contractor) for the Montana RRB.  Here I work hand in hand with the BN OPS NCO and BN SGM to assess training needs, develop training plans and administer training programs at all levels within the RRB.

What:  Let’s talk about how market share can help validate an RRNCO/ARRNCOIC recruiting program. They must conduct a market assessment which will include analyzing demographic and market share data.   This will help direct time and effort in a given area.  The great thing about market analysis data is that it refreshes each month.  It allows the NCOIC/RRNCO to shift focus of effort nearly real-time.

Why:  Utilizing your market share data validates your recruiting plan, execution and results.  RZ has the resource to look back 6 years so that you can compare/assess how you are doing over time.  If a particular area used to produce more enlistments and now they don’t, you can deep dive and find what the symptoms are that contribute to lower production.  The market share report will help show if it is due to competition or other environmental factors.  If the DOD take for a given zip code or area has decreased over time, you will know that there are other contributing factors not associated with direct DOD competition.  I am sure that RRNCOs in North Dakota experienced competition from the Bakken oil fields not too long ago.  Consider if you have the Navy dominating a market in your area.  What is that recruiter doing to achieve that success?  This is a great time to investigate with the school and determine who those individuals are that are joining the Navy and what are their reasons.  BLUF: market share data is an excellent data source/intelligence specifically related to your recruiting area that provides planning execution and evaluation of your recruiting program.

Where:  Market share data can be found in two locations within Ikrome.  The first is on the Ikrome home page.  Scroll down in the blue blocks and you will find the link.  Once selected, you will query by FY and RSID.  For NCOICs you can do it for your team as a whole by selecting “begins with” and your three letter RSID.  RRNCOs can do the same with their four letter RSID.  Results will be by zip code.

The second source is located in RMZ/Data warehouse/Market share analysis.  This report will provide market share by RSID which compares DOD enlistments on the same area as your RRNCO. This report also shows comparison up to 15 years back and production by month reports.

When:  Market share data is updated once monthly generally around the 20th of the month.  USAREC generates this data based on their mission month which is 15th to the 15th.

Karl H. Mahn, Contractor
Training Coordinator 2A – TSi Corp
Office Phone: 406.324.3647
Mobile/Blackberry: 406.465.1152
karl.h.mahn.ctr@mail.mil

 

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