Paul Sarvadi
Analyst · First Analysis
Thank you, Richard. This morning, I will comment on our excellent financial results in 2011 and the tremendous progress we made throughout the year, setting a new course for future value creation for Insperity. I will also discuss the fall campaign and year-end transition factors that have positioned the company for a solid start to the new year. The balance of my remarks will address our key initiatives and our outlook for 2012.
We were very pleased with our reported EPS for 2011 of $1.16, which represents $1.33 per share on an adjusted basis, as Doug mentioned earlier. This 55% increase over the prior year was achieved in the midst of a business transformation we have been implementing. 2011 began with a considerable level of execution risk around transforming our business from 25 years managing one business, delivering one comprehensive solution, to our new strategy to align multiple synergistic businesses alongside our industry-leading Workforce Optimization solution.
This strategy is focused on leveraging the strength of our organization to accelerate our growth. This will be accomplished by offering a strategic selection of business performance solutions to close more new accounts, cross and up-sell current customers and grow our core Workforce Optimization business faster. The 3 major elements of this new strategy that were implemented last year are the new Insperity brand, bundle plus selling through our Business Performance Advisors and development of adjacent business offering.
In 2011, we made great strides in each of these areas. Insperity was launched on March 4 and has taken a leading position among business services brands in a matter of months. Our first survey results measuring the brand awareness and positioning were received in the fourth quarter, and the findings are very promising. Our standard of comparison was the awareness among our target small to medium-size business owners of our previous brand and the receptivity to a contact from our sales team. After 25 years under the former brand and constant reinforcement to support and overcome misconceptions, aided and unaided awareness was 10%. In just 8 months, Insperity achieved a level of 5%, which is quite an impressive start.
In addition, due to the staffing confusion of the prior brand, 47% of our target prospects would not even take the phone call thinking they don't need temporary employees, a service we have never actually provided. The results from the Insperity and in the business performance solution positioning through radio and TV advertising has completely turned the tables, with 50% that say they are likely or extremely likely to contact us, and less than 10% unlikely or not likely at all to contact us.
These results confirm we have eliminated a significant barrier and greatly increased the receptivity of our target prospects to set an appointment with our Business Performance Advisors. In addition, we were able to confirm that the first impression made by our new brand positioning is exactly what we want, with 91% of respondents getting the impression Insperity offers solutions and strategic insights to improve your business.
Perhaps the aspect of the survey that shows the most potential was the competitive analysis of key company traits, including trustworthiness, innovation, industry leadership, value for the money and best reputation. In this analysis, we were able to measure the impression of non-clients for Insperity against ADP, Paychex and other business services companies on these factors. We were also able to measure the perception among clients in how well Insperity delivers on these promises and expectations.
The bottom line is the new branding accomplishes the goal of positioning Insperity with prospects as a trustworthy, industry-leading innovator, offering excellent value for the cost against perceived competitors. Then among actual clients, the perception of how well we deliver on these promises shows a clear advantage for Insperity against the competition.
In 2011, we also implemented a second key initiative in our strategic plan, establishing the Business Performance Advisor role and our new selling system called bundle plus selling. These changes place our sales team in a position to convert more prospects into customers and sell more products and services in the same amount of time and effort. Ultimately, when fully implemented, we expect an efficiency gain and a step-up in effectiveness in selling our flagship Workforce Optimization solution, leading to faster growth and profitability for the company.
We made great strides in 2011 in this area, establishing our Business Performance Advisor training internally and our certification program through the University of Houston. We also introduced the entire framework to our nearly 300 Business Performance Advisors and began the retraining process in our recent fall campaign. We conducted the first phase of bundle plus selling, which allows Business Performance Advisors to launch multiple parallel selling processes out of the same prospect meeting. We also formed our inside sales team to focus on the adjacent business offering and help the advisor work towards converting more prospects to Workforce Optimization.
The third developmental highlight for 2011 was the progress we made with our adjacent business offerings, aligning multiple synergistic businesses alongside our Workforce Optimization service. The infrastructure to manage and develop these businesses is in place, and this support system is having the desired effect. The Adjacent Business Development team is identifying ways the core business strength can help each of these smaller adjacent business units. They are also accessing and delivering the support identified with a minimal effect on the core business. The progress made on all 3 of these new strategic initiatives was impressive, especially against the overriding risk management imperative to keep the core Workforce Optimization business growing profitably through the transition.
Now the second major topic to discuss with you today is the fall campaign selling and retention results in the core business, including the starting point for Q1 2012 in paid worksite employees. We continue to improve sales efficiency, and sales for the quarter were up 9% over last year, with 14% fewer trained Business Performance Advisors. We achieved 97% of our internal budget in new sales and increased sales efficiency by 29% to 1.3 sales per salesperson per month. For the full year, this sales efficiency measure improved 17% to 0.77 sales per salesperson per month, up from 0.66 in 2010.
We had another excellent year in client retention throughout 2011, including the fourth quarter, as Doug mentioned earlier. For January of 2012 retention was 92.8%, which is not quite as good as last January at 93.2% but still considerably better than 2010, which was 91.2%.
The third factor to consider in worksite employee growth is the net change in employment within the current client base from layoffs and new hires. Throughout 2011, we had a modest tailwind from new hires slightly exceeding layoffs from month to month, consistent with the slight improvement we've seen in the overall labor market. When you put the entire picture together, our worksite employee growth was slightly above expectations for Q4 and slightly down from December to January. Overall, this represents a good start for the year compared to Q1 of last year and a solid foundation for growth in 2012, which I will discuss in a few minutes.
My last topic to cover today is our major initiatives for 2012 and how they factor into our outlook for the new year. As we continue our transformation into a business performance solutions provider with an ability to cross-sell a wide array of offerings, we have 2 critical areas to continue to develop.
First, we have to continue to develop our Business Performance Advisors and increase their competency in bundle plus selling to match the expectations set by the new Insperity brand. This sales transition has been planned as a 3-phase process, with the first phase behind us in 2011 and the next 2 to be accomplished in 2012. Our sales convention schedule for next week will usher in the second phase, which will zero in on improving prospecting and first call proficiency throughout the spring and summer.
Specific training will be provided to improve the skills of our Business Performance Advisors in analyzing the business performance needs of prospects and providing appropriate recommendations. This phase will also include a focus on our inside sales and adjacent business sales teams to ensure the prospect experience in the cross-selling effort builds trust and enhances the likelihood of converting prospects into Workforce Optimization clients, as well as selling the adjacent business offering.
The second phase this fall will focus on presenting a bundle plus sales proposal and using the multiple offerings in pricing to close more accounts. The second major initiative for 2012 is to continue the development and refinement of our portfolio of adjacent businesses. We have a substantial amount of work ahead of us within our established adjacent businesses in order to meet our objectives of consistent, predictable revenue growth in these businesses. We expect each of these businesses to be successful in their own right on a stand-alone basis and to benefit substantially by the channel represented by our Workforce Optimization customer base and sales team.
We also had new adjacent business opportunities we are developing to round out our array of offerings with further options to improve business performance for our clients. These new offerings will be piloted in the first half of the year. And if they prove ready, they'll be formally launched this fall.
So our outlook for 2012 is quite encouraging. As for unit growth, we expect sales and retention to continue on a solid track. We are budgeting at continued improvement in sales efficiency from 0.77 sales per salesperson per month in 2011 to a range of 0.85 to 0.90 this year, simply trending off recent gains. We are also allowing for the next 2 phases of sales training to kick in and prove out further efficiency gains before we start to forecast any benefit from bundle plus selling.
Our visibility into client retention in the next several months looks very good. Over the past couple of years, it appears we have seen a slight shift in the client attrition pattern to year end and less attrition throughout the year. This is likely due to the growth in our MidMarket segment, which has increased from 13% to 16% over the last couple of years, and some movement of our core clients to align their renewal date with the year end for benefit purposes.
We will add some caution to our outlook surrounding the labor market and assume only the slight level of tailwind we had last year. The reason for this is mixed signals we have seen in some of our metrics in our client base. Overtime pay as a percentage of base pay is up to 9.5%, which is the highest we've seen in a while. However, commissions we pay to the sales staff of our clients was down in Q4 by over 5%. This could signal some pause in economic activity and hiring, with an election looming ahead.
As a result, we expect the average number of paid worksite employees in Q1 to be on par with Q4, which represents a 9% increase over Q1 2011. For the balance of the year, we expect a net gain of 1,300 to 1,500 worksite employees per month, which will produce a 9% to 10% increase over 2011 for the full year. Our expectations surrounding operating expenses for 2012 includes some continued investment on our Adjacent Business Development. We expect our level of spending to increase around 6% to 7% over the 2011 levels, within the range mentioned last quarter. Our adjacent businesses are expected to have a slightly higher contribution at the gross profit line in 2012 but are expected to have a slightly greater drag on operating income and EPS as we invest ahead of growth in this area.
As we look at the business during this transition from the view of investing in our future growth, it helps to look at the mature Workforce Optimization business and the adjacent business portfolio separately. We do not allocate all shared service cost internally to the adjacent businesses, nor do we allocate revenues or contributions from the sale of Workforce Optimization clients that benefited from our adjacent businesses. But on a representative basis, our 2011 adjusted EPS of $1.33 was comprised of $1.48 from our core Workforce Optimization business and a drag of $0.15 from our adjacent businesses, which includes $0.06 of depreciation and amortization from the purchase price of acquisitions.
Now for 2012, when you put our whole picture together, we expect a range for EPS of about $1.60 to $1.73 in total. On the same basis as this 2011 comparison, the Workforce Optimization business represents $1.77 to $1.90 per share and a $0.17 loss from the adjacent businesses, including $0.09 of depreciation and amortization.
Now we are confident these investments have the potential to pay off in the years ahead and faster growth in revenues and profits. We are also very pleased that we could make these investments while continuing to increase EPS at an aggressive pace, provide an attractive yield through our dividend program and buy back shares at opportunistic times. The employees of Insperity deserve high praise for the outstanding results in 2011 and the excellent execution demonstrated in a period of dramatic change.
At this point, I'd like to pass the call back to Doug to provide specific guidance for the year.