CHANGES IN MANPOWER GOALS AND OBJECTIVES, AND THE MEANS OF ACHIEVING THEM, HAS RESULTED IN A NEW ROLE FOR THE UNITED STATES EMPLOYMENT SERVICE. THE LOCAL EMPLOYMENT OFFICE IS NOW RESPONSIBLE FOR THE IMPLEMENTATION OF MANPOWER DEVELOPMENT AND TRAINING PROGRAMS AND FOR BETTER MANPOWER UTILIZATION. NEWLY ASSIGNED MANPOWER RESPONSIBILITIES WHICH THE EMPLOYMENT SERVICE HAS ABSORBED INCLUDE SERVING THE DISADVANTAGED AND IMPROVING EMPLOYABILITY. THE DISADVANTAGED INCLUDE THOSE WHOSE CULTURAL, EDUCATIONAL, PERSONAL, ECONOMIC, OR FAMILY BACKGROUND CHARACTERISTICS LIMIT THEIR PARTICIPATION IN THE JOB MARKET. THE TASK OF DISCOVERING AND IDENTIFYING DISADVANTAGED INDIVIDUALS MAY ENTAIL SOME RELOCATION OF FACILITIES. STAFF TRAINING MUST NOW EMPHASIZE SOCIOECONOMIC FACTORS AS WELL AS PSYCHOLOGY. TO IMPROVE THE EMPLOYABILITY OF THE DISADVANTAGED, INDIVIDUALIZED SERVICES RATHER THAN MASS VOLUME TRANSACTIONS MUST BE EMPHASIZED. PROGRAMS PROVIDING SUCH SERVICES ARE DESCRIBED. THE EMPLOYMENT SERVICE MUST ASSESS THE EFFECTIVENESS OF ONGOING MANPOWER PROGRAMS. NEW EMPLOYMENT SERVICE APPROACHES ON THE EMPLOYER SERVICE FRONT INCLUDE WORKING WITH MANAGEMENT AND LABOR TO IMPROVE JOB TRAINING ACTIVITIES, TO CHANGE JOB REQUIREMENTS, TO WORK TOWARD JOB DEVELOPMENT, AND TO IMPROVE PLACEMENT PROCEDURES. THIS SPEECH WAS PRESENTED AT THE AMERICAN PERSONNEL AND GUIDANCE ASSOCIATION CONVENTION, WASHINGTON, D.C., APRIL 5, 1966. (PS)