A Talent Attraction Crash Course for

Economic Developers

August 30, 2012

6 Tips from 2 Cities on

Launching Your Campaign

@aboutdci, #AttractTalent

Presenters

Moderator:Erin Bodine

Talent AttractionAccount Director

Panelist:Jennifer Bosser

Assistant Executive Director

Panelist:Mary Moran

Vice President, Marketing & Communications

About DCIReno

Vermont

Wyoming

Current Global Talent Situation

• Nearly half (49%) of U.S. employers are experiencing difficulty filling mission-critical positions within their organizations.

• Canada faces a dearth of professionals in the ICT sector, which had job growth of 30% in the year leading up to June 2010, the height of the recession.

• The current global talent shortage worries multinationals more than revolution or recession.

• Calgary leading Canada’s economic recovery

• Alberta expected to create 120,000 jobs over next decade

• Launched $1.5 million campaign in 2011

Calgary. Be Part of the Energy Campaign

• Triangle among top regions leading U.S. recovery

• Wake County projected to grow over next 20 years by 42 percent, or 384,000 people

• Launched in May 9, 2012, as part of a five-year initiative

Work in the Triangle, Smarter from Any Angle.

Campaign

6 Tips from

2 Cities

1. Engage Your Business Community Early

• In-person• Surveys• Industry associations• HR managers• Universities• Offer value• Be where they aren’t• Get financial support• Engage regional partners

…Including Working Closely with Your CVB/Tourism Board

Oil

Water

Usual Relationship Talent Attraction Relationship

CVB/Tourism Board wants to attract visitors

You want to attract future residents

2. Determine the Image You Need to Convey

• Survey skilled workers• Focus on recent transplants• Identify strengths• Uncover weaknesses• Understand their sources of

information• Build brand around findings• Reinforce positive assets

Change Misperceptions

Amplify Advantages

Tell a Different Story

3. Create an Exciting Brand Aimed at Consumers

Companies and Decision Makers Skilled Professionals

Combined Brand for Two Audiences

Branding Challenges

4. Build a Fully Integrated Marketing Campaign

• Brand, logo and tagline• Website• Events• Job fairs• Ambassador campaign• Social and digital media

• PR and media relations• Giveaways• Marketing collateral• Trade show booths• Advertising

5. Involve Ambassadors as the Face of Your Campaign

• Family and friends = top sources of information

• Share positive messages across vast networks

• People want to connect with similar people

• Build pride and engagement in community

6. Make a Splash with Your Campaign Launch

• Engaging speaker• Giveaways• Ways to get involved• Local media• Social media during event

Joel Kotkin

6 Tips from 2 Cities

1. Engage Your Business Community Early2. Determine the Image You Need to Convey3. Create an Exciting Brand Aimed at Consumers4. Build a Fully Integrated Marketing Campaign5. Involve Ambassadors as the Face of Your Brand6. Make a Splash with Your Campaign Launch

Thank You!

• Presentation will be posted on a blog tomorrow at www.aboutdci.com/blog

• Email Erin on the talent attraction topic you’d like to see covered in DCI’s next “Let’s Talk Talent” Webinar

• Contact information:

erin.bodine@aboutdci.com

jbosser@raleighchamber.org

mmoran@calgaryeconomicdevelopment.com

Q & A