Economic Development Talent Attraction Webinar

23
A Talent Attraction Crash Course for Economic Developers August 30, 2012 6 Tips from 2 Cities on Launching Your Campaign @aboutdci, #AttractTalent

description

How do you attract talent to your region? This presentation takes a look at six tips from two cities who have recently launched talent campaigns to help attract workers to live and work in their cities.

Transcript of Economic Development Talent Attraction Webinar

Page 1: Economic Development Talent Attraction Webinar

A Talent Attraction Crash Course for

Economic Developers

August 30, 2012

6 Tips from 2 Cities on

Launching Your Campaign

@aboutdci, #AttractTalent

Page 2: Economic Development Talent Attraction Webinar

Presenters

Moderator:Erin Bodine

Talent AttractionAccount Director

Panelist:Jennifer Bosser

Assistant Executive Director

Panelist:Mary Moran

Vice President, Marketing & Communications

Page 3: Economic Development Talent Attraction Webinar

About DCIReno

Vermont

Wyoming

Page 4: Economic Development Talent Attraction Webinar

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.

Page 5: Economic Development Talent Attraction Webinar

• 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

Page 6: Economic Development Talent Attraction Webinar

• 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

Page 7: Economic Development Talent Attraction Webinar

6 Tips from

2 Cities

Page 8: Economic Development Talent Attraction Webinar

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

Page 9: Economic Development Talent Attraction Webinar

…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

Page 10: Economic Development Talent Attraction Webinar

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

Page 11: Economic Development Talent Attraction Webinar

Change Misperceptions

Amplify Advantages

Page 12: Economic Development Talent Attraction Webinar

Tell a Different Story

Page 13: Economic Development Talent Attraction Webinar

3. Create an Exciting Brand Aimed at Consumers

Companies and Decision Makers Skilled Professionals

Combined Brand for Two Audiences

Page 14: Economic Development Talent Attraction Webinar

Branding Challenges

Page 15: Economic Development Talent Attraction Webinar

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

Page 16: Economic Development Talent Attraction Webinar
Page 17: Economic Development Talent Attraction Webinar
Page 18: Economic Development Talent Attraction Webinar

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

Page 19: Economic Development Talent Attraction Webinar

6. Make a Splash with Your Campaign Launch

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

Page 20: Economic Development Talent Attraction Webinar

Joel Kotkin

Page 21: Economic Development Talent Attraction Webinar

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

Page 22: Economic Development Talent Attraction Webinar

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:

[email protected]

[email protected]

[email protected]

Page 23: Economic Development Talent Attraction Webinar

Q & A