State job boards drop the name Workforce, re-branding to CareerSource Florida

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In an effort to rebrand Florida’s 24-hour job centers, Gov. Rick Scott ordered the state to replace the word “workforce” with CareerSource Florida.

The name change is welcome to some while others don’t like the re-imaging, writes Steve Bousquet in the Miami Herald.

The change was required by Scott after discovering misusing funds in workforce programs in Orlando and Tampa, tarnishing the organization’s image. The new identity comes after 18 months of revisions and $500,000.

“There’s more to be gained by unifying than by maintaining a system that’s fragmented with 25 different names,” Adriane Glenn Grant, vice president of external affairs for Workforce Florida, told Bousquet.  Workforce Florida is the state agency which uses federal funds to oversee local boards that match employers with job-seekers.

The boards have been split into separate departments: Pinellas County has Workforce Net; Tampa Bay Workforce Alliance is based in Tampa; Workforce One is in Broward, and in Miami it is South Florida Workforce Investment Board. Each will be re-branded under a unified CareerSource label.

Broward isn’t keen on the change.

The current system is just fine, said Fort Lauderdale Mayor Jack Seiler, chair of the region’s workforce board. Broward has a 5.8 percent unemployment rate, the state’s lowest.

The name change is a wasteful exercise, according to Seiler. He took issue with the state’s insistence on the website having a specific typeface font, colors, and other features. For example, the font alone cost $174.

“This is crazy,” Seiler told reporters. “We deal with people who are unemployed and are looking for work, and we do it well … It just seems like a tremendous waste of resources

Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including SaintPetersBlog.com, FloridaPolitics.com, ContextFlorida.com, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.