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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:
Q & A
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