(AP) Emeryville, January 2006 - The year of 2005 saw many exciting highlights in the worlds of politics, entertainment and global events. These trends spanned internationally, both locally and worldwide. Not to be left in the shadows of world trends, Northern California's own National Holistic Institute, College of Massage Therapy remained on the forefront of the year's feverish activities.

National Holistic Institute, also known as "NHI" by their students and graduates, is no stranger to the news and headlines; however, 2005 turned out to be a banner year for the quarter-century old institution. The year was a celebration of expansion, growth and innovation for these pioneers of their industry. Following is just a sample of what 2005 meant for NHI.

1. 25th Anniversary Party - Over 300 strong attended this milestone event in massage history. Emeryville, NHI's headquarters, played host to this gala event where music, dancing and you guessed it, massage were the main events. Wow, 25 years!

2. San Jose Campus Opening - In attendance to cut the welcome ribbon were the San Jose City Council and Chamber and Commerce, local massage employers, staff and faculty, and dozens of new students in attendance. And they are still growing!

3. Sonoma County Campus Opening - NEWSFLASH! Not only did NHI open a new location in Petaluma, this satellite campus just outgrew their original space and is expanding out yet further!

4. Hot Stone Class - In addition to their new Spa Life classes, NHI, with their fingers on the pulse of the latest trends of the industry, now offers a Hot Stone Massage course as a part of their regular curriculum.

5. New TV Commercials - Have you seen these? One word: Slick.

6. New Logo - A winning combination of earth tones, yin/yang and welcoming hands reflects the warm and professional culture of this school!

7. New Website - Alumni page, newsletter, massage facts, and...

8. Online Clinic Appointment Booking - Paying close attention to their clients' needs, NHI created this helpful service to allow fast and easy massage appointments directly from their website at www.nhi.edu/clinic

9. Highway Signs - Notice anything different on your morning commute? The National Holistic Institute is coming to an exit near you!

10. Continuing Education Classes at NHI - You asked and they delivered with a great Advanced Deep Tissue Workshop. Look for others coming soon!

11. Workshops for NHI Employers - NHI had the privilege of working with The Ritz Carlton, The Carneros Inn and Preston Wynne in offering massage workshops for their employees. "This is the beginning of a beautiful friendship!"

12. Introduction to Massage Classes - These free introductory seminars on massage therapy seem to be a boon for the whole community!

13. Alumni Newsletter - There's an NHI Newsletter?!

http://www.nhi.edu

Inside the Mind of Employers: NHI's 2005 Employer Survey

By David Casuto

"What do employers want in a massage therapist?” “What’s important to them?” And in particular, “What do they say about National Holistic Institute graduates?” Inquiring minds want know to…and find out, we did.

The NHI Placement Department conducts an annual survey of its vast employer database to answer these and many more intriguing questions. As many of you are familiar, our employer directory consists of chiropractors, massage studios, day spas, destination spas, hotels, physical therapists, and sports clubs. Furthermore, among this extensive list are heavy-hitters like The Ritz Carlton, Silverado, Equilibrium SF, Preston Wynne Spa, Carneros Inn and Burke Williams Spa. We feel fortunate to have them as trusted colleagues and consultants to tell us what they value in a massage therapist. And now YOU get to benefit from their wisdom!

Our survey asked a number of questions covering several topic areas of interest. The survey was broken down into two major sections: 1) How would you rate the importance of X skill 2) How would you rate your experience with NHI graduates on X skill. Some of the skills that were surveyed include:

• Massage Skills

• Attendance

• Anatomy Knowledge

• Customer Service

• Sheet Draping

• Receptionist Skills

• Professionalism

• Appearance

• Business Knowledge

• Interviewing Skills

• Resume Quality

• Sales Skills

Please bear in mind, we asked each employer both how IMPORTANT are these skills and how they rate their EXPERIENCE with NHI graduates on these skills.

We were very surprised (and pleased) with the results.

What is Important to Employers?

Of the 19 topics, each employer had to choose from, these were the top seven skills rated as IMPORTANT by employers:

1. Attendance
2. Punctuality
3. Professionalism
4. Massage Skills
5. Customer Service
6. Communication
7. Appearance

As you can see, Attendance, Punctuality, Professionalism and Customer Service all made the top five. Does this surprise you? Should it surprise you? What did you think would be number one?

Many see these as the “softer” skills - as opposed to massage skills and anatomy knowledge which are seen as more “tangible” skills and abilities. What does this tell you? What this information does is act as a reminder that massage is a customer-centered service industry, where professionalism, customer service and dependability are paramount to all. In our meetings with countless employers in the past, they all shared the same perspective that customer service and professionalism ranked as their top requirement for a quality massage therapist.

Employers’ Experience with NHI Graduates

Additionally, we wanted to find out what employers thought of our massage therapists and their overall performance on the job.. Rating them on the same topics as stated above, we were, again, very surprised, and very delighted with the results. See below:

1. Attendance
2. Sheet Draping
3. Professionalism
4. Appearance
5. Customer Service
6. Massage Skills
7. Punctuality

See below to take a moment to review both of these side by side.

Notice anything interesting? Well, we did…

Six out of seven of the categories that employers rated as their top in Importance were also listed as highly rated for employers’ Experience with National Holistic Institute graduates! Another words, you are doing almost exactly what they want to see in a quality massage therapist.

Again, one factor to focus on is the fact that professionalism and overall customer service are key to a successful massage therapist. But of course, you already knew this!

Other Factors

As with any feedback forum, we realize there is always room for improvement. Constructive criticism is crucial to our growth and professional development, therefore we must not take this information lightly. We must use it with our best intentions on improving ourselves and overall performance.

Just as we were rated on our highest levels of performance by employers, the survey gave us information on the top four things NHI graduates could improve upon. See below for this list:

1. Business Knowledge
2. Sales Skills
3. Spa Knowledge
4. Receptionist Skills

Again, does this surprise you? Spa clientele are becoming more and more educated and demanding, therefore employers are increasing their standards for their employees’ spa knowledge and sales abilities. Based on the feedback we’ve received from employers past and present, NHI now offers courses in Spa Life, Hot Stone Massage and Aromatherapy. Additionally, in order to address spa demand of sales skills, our clinic curriculum has expanded to include the sales of gift certificates and spa products. We feel these changes will go a long way to address the pressing demands of spa directors and spa clients alike.

We are fortunate to receive this valuable feedback right from the source. We feel that none of this is to be taken lightly. As NHI massage therapists, keep up what you are doing when it comes to professionalism and massage. Stay up-to-date with what employers value through the personal feedback you receive, through trade news articles or through surveys like ours and you will continue to succeed.

This is all great news to us, and should be to you. Congratulations to all of you. Keep up the good work!

http://www.nhi.edu/alumni

Gina Liccardo, Professional Massage Therapist

We had the chance to sit down with an NHI grad from 2002 and discuss her success as a massage therapist.

How have you succeeded as a massage therapist?

I own my own private practice and chair massage company. Before and since graduation I've provided services to huge corporations such as Wells Fargo, American Express Financial Advisors, Goal Line Productions and am currently in negotiation with the Body Shop. Aside from that I also do some independent contracting for Solas Bridget Studio once a week and work at Walnut Creek Sports and Fitness part-time twice a week.

How do you feel NHI impacted your success?

The resources that the school provides are endless, if you open your heart and eyes and tune in it's literally impossible not to benefit. The best resource that has helped me build my practice and business is the Career Center and Job Listings. Although I've graduated I've still actively used the resources that NHI provides. I think the most important gift that NHI has provided me is that our work truly is a representation of the journey of life. One of my fellow classmates I thought stated it best during completion when she said that she felt coming to class was a "sanctuary" for her. It was a place where she could find peace or as we fellow massage therapists might call it GROUNDING.

What are your aspirations for the future?

Well I have two mottos and here they are: "Bringing Massage to the Masses" and "Cultivate Your Mind, Body and Soul!"

Massage has touched and affected my life in a HUGE way, most importantly I believe in it. There are still people out there who have never even experienced a massage, can you imagine that?! My goal is to reach as many people out there, not just reach them, but cultivate a space and reception for healing in their lives that they might not have ever thought they'd encounter or known existed. Hmmm sounds a lot too familiar, because that was exactly how I discovered the profession and now as NHI puts it, "I have work I love."

Thank you NHI teachers and staff I carry you with me through every new plateau of success!!!

NHI ALUMNI WEBPAGE

When you pucker up to kiss your Valentine, which of the following muscles is most likely involved?

a. Frontalis
b. Corrugator Supercilii
c. Platysma
d. Orbicularis Oris

2. An area of skin whose sensory receptor (nerve) feeds into a single spinal nerve is called a dermatome. You give your sweetheart a ring to wear on the “ring finger.” What dermatome will they most likely use to “sense” that the ring is on their finger?

a. C1
b. C8
c. T4
d. L2

Answers at the end of newsletter.

1. Answer is D – Orbicularis Oris gets the kiss.

2. Answer is B since C8 (the nerve between vertebra C7 and T1) innervates this finger.