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Case Study: Educating Clients, the Business Community and Human Resources Professionals about the Legal Arizona Workers Act

Situation

The Legal Arizona Workers Act, which became effective at the start of 2008, penalizes employers who either “knowingly or intentionally” hire undocumented immigrants. Arizona employers that violate the law for the first time risk losing their business license for up to ten days. Numerous violations can result in permanent loss of an employer’s business license.

The law requires all Arizona employers to use E-Verify, an Internet-based system to determine the eligibility of new hires. This federal program, mutually governed by the Social Security Administration (SSA) and the Department of Homeland Security (DHS), is mandatory in Arizona. The program screens and verifies a potential employee’s eligibility to work in the United States.

Opportunity

The team at Creative Business Resources (CBR), an Arizona-based human resources outsourcing company, felt it was their duty to educate clients, the Arizona business community and fellow human resources professionals on the pertinent elements of the new law. CBR also saw this as an opportunity to showcase its expertise and improve the overall public perception of HR Outsourcing. To help increase awareness on this topic, CBR developed a three-tiered communications strategy that provided employers and HR professionals with necessary guidelines to help them adjust to the new law.

Solution

After brainstorming possible ways to deliver the relevant facts about the new law to its clients and the public, CBR decided on three communications tactics:

• Distribution of a compliance tip sheet to clients and the local media;
• Conducting educational seminars for clients and other local employers;
• Launching a website dedicated to disseminating compliance tips and other helpful information

The compliance tips were posted on the company’s website, printed in leaflets and distributed to companies throughout the state and featured in monthly online newsletters. CBR also coordinated two “Lunch and Learn” seminars that were open to clients and other local employers.

In addition, CBR contributed two featured articles to PEO Insider, a leading nationwide publication that provides comprehensive information about the PEO industry. The articles focused on the steps CBR took to educate the public on the new law and positioned CBR as human resource experts.

Conclusion

The efforts made by CBR to educate the public about the Legal Arizona Workers Act demonstrated the company’s commitment to providing clients with the highest standards of customer service. Through these efforts CBR was able to achieve its objectives of raising awareness about the new law and positioning itself as a leading provider of HR Outsourcing services in Arizona.

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