Utilizing Web 2.0 Technology for Talent Attraction Mark J James, CEcD Principal ED Solutions, Inc. [email_address] Ben Wri...
About Atlas Advertising 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc Atlas Advertising builds communications an...
About ED Solutions 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc <ul><li>ED Solutions, Inc. mission is to help e...
Session Objectives <ul><li>Present a solid overview of online marketing for talent attraction </li></ul><ul><li>Do the sam...
Session Outline <ul><li>Putting workforce marketing into context </li></ul><ul><ul><li>Why marketing to workforce is impor...
Session Outline <ul><li>Putting Web 2.0 into context </li></ul><ul><ul><li>Where the internet is going </li></ul></ul><ul>...
Format <ul><li>A Boomer and a GenX’er </li></ul><ul><li>A strategist and a builder of solutions </li></ul><ul><li>Question...
<ul><li>Putting Workforce Marketing  </li></ul><ul><li>into Context </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Adver...
Why marketing to workforce is important <ul><li>For at least a decade, talent has been the number one determinant of busin...
Factors college grads look for in an employer 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc <ul><ul><li>http://w...
Factors college grads look for in an employer <ul><li>Recruiters should emphasize: </li></ul><ul><ul><li>Work/Life Balance...
Tools job seekers are using to find jobs today <ul><li>Networking sites (LinkedIn, Jobster) </li></ul><ul><li>Job boards (...
Job Sites 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .
Jobster 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
How certain factors rate in relocation decisions <ul><li>Leading theorists argue that place is now the key to prosperity f...
www.SanDiegoBusiness.org
Methods used for talent attraction in ED <ul><li>Websites – Live/Work sections </li></ul><ul><li>LinkedIn Groups/YP Pages ...
How you are already marketing to workforce <ul><li>Your website – likely a large percentage of traffic is coming from work...
How you are already marketing to workforce 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
Question? 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc Which one of these  should spend the most  amount of tim...
<ul><li>Putting Web 2.0 Into Context </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
Where the internet is going <ul><li>Mobile </li></ul><ul><li>Transparency of people, organizations, and places </li></ul><...
Overview of different communication types <ul><li>“ Push” </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Websites ...
2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc . Growth of Social Media
Growth of Podcasts 2009 © ED Solutions, Inc.
RSS-Really Simple Syndication 2009 © ED Solutions, Inc. http://www.whatisrss.com   http://www.newsgator.com/individuals/fe...
RSS-Really Simple Syndication 2009 © ED Solutions, Inc.
Overview of “Connect” media <ul><li>Based on large networks of people publishing updates and “friending” others </li></ul>...
Facebook 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .
LinkedIn 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
Create a group… <ul><li>Colleges/Universities </li></ul><ul><li>ED Allies </li></ul><ul><li>Young  Professionals  Group </...
Twitter 2009 © ED Solutions, Inc. http://twitter.com
Tweets… 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc http://twitter.com
Plaxo – dying on the vine? 2009 © ED Solutions, Inc.
<ul><li>What this means for you </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
Multiple communities, multiple strategies <ul><li>Savannah, GA </li></ul><ul><li>Columbus, OH </li></ul><ul><li>Pensacola,...
Savannah, GA <ul><li>Overview: </li></ul><ul><ul><li>Community a blend of old line distribution/manufacturing and creative...
Savannah, GA 2009 © ED Solutions, Inc. http://blog.thecreativecoast.org/
Columbus, OH <ul><li>Overview: </li></ul><ul><ul><li>One of the most dynamic cities in Ohio, with one of the largest unive...
www.Columbus Internships.com 2009 © ED Solutions, Inc.
www.Columbus Internships.com 2009 © ED Solutions, Inc.
Pensacola, FL <ul><li>Overview: </li></ul><ul><ul><li>Community long fueled by Naval/defense employment decided to target ...
Pensacola, FL 2009 © ED Solutions, Inc. http://www.pensacolachamber.com/EconomicDevelopment/
State of Nebraska <ul><li>Instituted a State-level program to fund creation of sites to support talent attraction/workforc...
Eight things you should be doing today <ul><li>A labor study, every two years </li></ul><ul><li>Have a YP group online in ...
Stay in Touch… <ul><li>Follow Mark:  www.twitter.com/ecodev </li></ul><ul><li>Mark’s LinkedIn: www.linkedin.com/in/edsolut...
Useful links… <ul><ul><li>http://www.topemployers.co.uk/oxbridge-students-graduate-jobs-survey-08-page5.html </li></ul></u...
2009 © ED Solutions, Inc. Thanks for your attention! [email_address] or [email_address]
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Using Web 2 0 For Talent Attraction 26mar09

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ED SOlutions and Atlas Advertising\'s webinar presentation for IEDC- delivered March 26th, 2009

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Using Web 2 0 For Talent Attraction 26mar09

  1. 1. Utilizing Web 2.0 Technology for Talent Attraction Mark J James, CEcD Principal ED Solutions, Inc. [email_address] Ben Wright CEO Atlas Advertising [email_address]
  2. 2. About Atlas Advertising 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc Atlas Advertising builds communications and technology solutions for world landmarks. Atlas has been successful by never settling for obvious or tired approaches to marketing, website development and GIS Application Development. In late 2008, Atlas launched Atlas InSite, the only GIS Application available to economic developers that is integrated 100% into their economic development websites. This means greater usage, a better user experience, at a more cost effective price point for economic developers. To date, Atlas InSite has been selected by 80 percent of the economic developers who have compared it to other solutions available in the marketplace. Atlas Advertising is led by a former economic development practitioner and has worked with 48+ different economic development clients in 26 states. Featured clients: <ul><ul><li>Indy Partnership </li></ul></ul><ul><ul><li>State of Ohio </li></ul></ul><ul><ul><li>Team New England </li></ul></ul><ul><ul><li>City of New Orleans </li></ul></ul><ul><ul><li>Savannah EDA </li></ul></ul><ul><ul><li>Tucson Regional Economic Opportunities </li></ul></ul><ul><ul><li>San Diego Regional EDC </li></ul></ul><ul><ul><li>Panama Pacifico </li></ul></ul>
  3. 3. About ED Solutions 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc <ul><li>ED Solutions, Inc. mission is to help economic development organizations with the effective use of technology. </li></ul><ul><li>We provide - </li></ul><ul><ul><li>Web site review and analysis </li></ul></ul><ul><ul><li>Web redesign strategies and advisory services </li></ul></ul><ul><ul><li>Contact management solutions </li></ul></ul><ul><ul><li>A variety of other technology solutions for the profession </li></ul></ul><ul><ul><li>Training services to the economic development profession. </li></ul></ul><ul><li>ED Solutions, Inc. is among the most respected firms providing web site strategies to the economic development profession. ED Solutions, Inc. has worked on over 150 web projects in 20 US states, Canada and the UK. </li></ul>
  4. 4. Session Objectives <ul><li>Present a solid overview of online marketing for talent attraction </li></ul><ul><li>Do the same for Web 2.0 tactics </li></ul><ul><li>Deliver our analysis of case studies </li></ul><ul><li>Give you tools you can use in your communities </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  5. 5. Session Outline <ul><li>Putting workforce marketing into context </li></ul><ul><ul><li>Why marketing to workforce is important </li></ul></ul><ul><ul><li>Factors college grads look for in an employer </li></ul></ul><ul><ul><li>Tools job seekers are using to find a job today </li></ul></ul><ul><ul><li>How certain factors rate in relocation decisions </li></ul></ul><ul><ul><li>Methods used in talent attraction in ED </li></ul></ul><ul><ul><li>How you are already marketing to workforce without knowing it </li></ul></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  6. 6. Session Outline <ul><li>Putting Web 2.0 into context </li></ul><ul><ul><li>Where the internet is going </li></ul></ul><ul><ul><li>Overview of 2.0 </li></ul></ul><ul><ul><li>Social Networking overview </li></ul></ul><ul><li>What this means for you </li></ul><ul><ul><li>Our analysis of three communities </li></ul></ul><ul><ul><li>What you should be doing today </li></ul></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  7. 7. Format <ul><li>A Boomer and a GenX’er </li></ul><ul><li>A strategist and a builder of solutions </li></ul><ul><li>Questions should be entered into chat when you have them. </li></ul><ul><li>When multiple questions of the same type are entered, we will answer at the appropriate pause. </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .
  8. 8. <ul><li>Putting Workforce Marketing </li></ul><ul><li>into Context </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  9. 9. Why marketing to workforce is important <ul><li>For at least a decade, talent has been the number one determinant of business location. </li></ul><ul><li>Site selectors spend more time assessing labor than any other </li></ul><ul><li>How has this changed in the recent downturn? </li></ul><ul><ul><li>Our latest white paper (April) discloses the results of our bi-annual site selector survey. Email me for a copy. </li></ul></ul>2009 © ED Solutions, Inc.
  10. 10. Factors college grads look for in an employer 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc <ul><ul><li>http://www.topemployers.co.uk/oxbridge-students-graduate-jobs-survey-08-page5.html </li></ul></ul>
  11. 11. Factors college grads look for in an employer <ul><li>Recruiters should emphasize: </li></ul><ul><ul><li>Work/Life Balance </li></ul></ul><ul><ul><li>Variety of Work </li></ul></ul><ul><ul><li>Location (although there is little wiggle room here) </li></ul></ul><ul><ul><li>Ethical Business Practices </li></ul></ul><ul><li>And De-emphasize: </li></ul><ul><ul><li>Entrepreneurial Opportunities (early responsibility, environment and rapid advancement) </li></ul></ul><ul><ul><li>Diversity (controversially low in the list) </li></ul></ul><ul><ul><li>Brand </li></ul></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  12. 12. Tools job seekers are using to find jobs today <ul><li>Networking sites (LinkedIn, Jobster) </li></ul><ul><li>Job boards (Monster, Career Builder) </li></ul><ul><li>Corporate websites </li></ul><ul><li>Recruiters </li></ul><ul><li>Other </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  13. 13. Job Sites 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .
  14. 14. Jobster 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  15. 15. How certain factors rate in relocation decisions <ul><li>Leading theorists argue that place is now the key to prosperity for individuals, and that individuals should pick the place before picking the job: </li></ul><ul><ul><li>Richard Florida, “Who’s Your City?” </li></ul></ul><ul><ul><li>Rebecca Ryan – “Anatomy of a Relocation” </li></ul></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  16. 16. www.SanDiegoBusiness.org
  17. 17. Methods used for talent attraction in ED <ul><li>Websites – Live/Work sections </li></ul><ul><li>LinkedIn Groups/YP Pages </li></ul><ul><li>Facebook YP Pages </li></ul><ul><li>Blogs </li></ul><ul><li>Job boards </li></ul><ul><li>You Tube </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  18. 18. How you are already marketing to workforce <ul><li>Your website – likely a large percentage of traffic is coming from workforce and trailing spouses </li></ul><ul><li>Live/Work sections get a substantial amount of of visits to your website, according to Development Results ( www.developmentresults.com ) </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  19. 19. How you are already marketing to workforce 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  20. 20. Question? 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc Which one of these should spend the most amount of time on WF Marketing? <ul><li>New England </li></ul><ul><li>Huntsville </li></ul><ul><li>Wyoming </li></ul>
  21. 21. <ul><li>Putting Web 2.0 Into Context </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  22. 22. Where the internet is going <ul><li>Mobile </li></ul><ul><li>Transparency of people, organizations, and places </li></ul><ul><li>Personal and work time will blend </li></ul><ul><ul><li>http://www.pewinternet.org/Commentary/2008/December/The-Next-Future-of-the-Internet.aspx </li></ul></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  23. 23. Overview of different communication types <ul><li>“ Push” </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><li>“ Pull” </li></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>I-Tunes </li></ul></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc <ul><li>“ Connect” </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Forums </li></ul></ul>
  24. 24. 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc . Growth of Social Media
  25. 25. Growth of Podcasts 2009 © ED Solutions, Inc.
  26. 26. RSS-Really Simple Syndication 2009 © ED Solutions, Inc. http://www.whatisrss.com http://www.newsgator.com/individuals/feeddemon
  27. 27. RSS-Really Simple Syndication 2009 © ED Solutions, Inc.
  28. 28. Overview of “Connect” media <ul><li>Based on large networks of people publishing updates and “friending” others </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Many others </li></ul></ul><ul><li>Interactive, “many to many” dialogue, rather than “one to one” or “one to many” </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  29. 29. Facebook 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .
  30. 30. LinkedIn 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  31. 31. Create a group… <ul><li>Colleges/Universities </li></ul><ul><li>ED Allies </li></ul><ul><li>Young Professionals Group </li></ul><ul><li>Service Providers </li></ul><ul><li>ED network </li></ul><ul><li>Others? </li></ul>2009 © ED Solutions, Inc.
  32. 32. Twitter 2009 © ED Solutions, Inc. http://twitter.com
  33. 33. Tweets… 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc http://twitter.com
  34. 34. Plaxo – dying on the vine? 2009 © ED Solutions, Inc.
  35. 35. <ul><li>What this means for you </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  36. 36. Multiple communities, multiple strategies <ul><li>Savannah, GA </li></ul><ul><li>Columbus, OH </li></ul><ul><li>Pensacola, FL </li></ul>2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc
  37. 37. Savannah, GA <ul><li>Overview: </li></ul><ul><ul><li>Community a blend of old line distribution/manufacturing and creative class businesses </li></ul></ul><ul><li>Challenge: </li></ul><ul><ul><li>To recruit and retain creative talent that is drawn to larger southern business centers of Atlanta, Jacksonville, and Charlotte </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Creative Coast Initiative – separate initiative with separate staff </li></ul></ul><ul><li>Result: Engaging an entirely new community </li></ul>2009 © ED Solutions, Inc.
  38. 38. Savannah, GA 2009 © ED Solutions, Inc. http://blog.thecreativecoast.org/
  39. 39. Columbus, OH <ul><li>Overview: </li></ul><ul><ul><li>One of the most dynamic cities in Ohio, with one of the largest universities in the world </li></ul></ul><ul><li>Challenge: </li></ul><ul><ul><li>Community produces tens of thousands of college grads each year, many of which move to other communities </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Develop a fully engaged YP program </li></ul></ul><ul><ul><li>Lifestyle and Internship websites independent of ED </li></ul></ul><ul><li>Result: Mayors Council, YP Commission, Internships </li></ul>2009 © ED Solutions, Inc.
  40. 40. www.Columbus Internships.com 2009 © ED Solutions, Inc.
  41. 41. www.Columbus Internships.com 2009 © ED Solutions, Inc.
  42. 42. Pensacola, FL <ul><li>Overview: </li></ul><ul><ul><li>Community long fueled by Naval/defense employment decided to target the IT sector for growth </li></ul></ul><ul><li>Challenge: </li></ul><ul><ul><li>Early recruitment and expansion successes consumed existing talent resources in IT </li></ul></ul><ul><li>Solution: </li></ul><ul><ul><li>Outbound job fairs throughout the SE US </li></ul></ul><ul><li>Result: Growth of new companies in the target industry </li></ul>2009 © ED Solutions, Inc.
  43. 43. Pensacola, FL 2009 © ED Solutions, Inc. http://www.pensacolachamber.com/EconomicDevelopment/
  44. 44. State of Nebraska <ul><li>Instituted a State-level program to fund creation of sites to support talent attraction/workforce issues. </li></ul><ul><li>Create a Web presence that provides a positive first impression with the use of content. </li></ul><ul><li>Enhance the delivery of community information with the use of Web 2.0 tools. </li></ul><ul><li>Lead communities through the content development process. </li></ul>2009 © ED Solutions, Inc. Tim O'Brien, M.A. Business Consultant - Information Technology  Nebraska Department of Economic Development Office: 402.471.3769 • Cell: 402.326.3104 • Fax: 402.471.3778 E-mail: [email_address] • Web: www.neded.org
  45. 45. Eight things you should be doing today <ul><li>A labor study, every two years </li></ul><ul><li>Have a YP group online in your community </li></ul><ul><li>Be on LinkedIn, and join groups of people in your targeted industries </li></ul><ul><li>Realize your website is not just a website anymore – you are managing an online enterprise that includes push, pull, and connect media. </li></ul><ul><li>Build a blog and forum for your local business community </li></ul><ul><li>Track the usage of your Live/Work sections of your website </li></ul><ul><li>Present available jobs and links to realtors in your community </li></ul><ul><li>Post all of your video content on YouTube </li></ul>2009 © ED Solutions, Inc.
  46. 46. Stay in Touch… <ul><li>Follow Mark: www.twitter.com/ecodev </li></ul><ul><li>Mark’s LinkedIn: www.linkedin.com/in/edsolutions </li></ul><ul><li>Follow Ben: www.twitter.com/wright0405 </li></ul><ul><li>Ben’s LinkedIn: www.linkedin.com/in/atlasad </li></ul>2009 © ED Solutions, Inc.
  47. 47. Useful links… <ul><ul><li>http://www.topemployers.co.uk/oxbridge-students-graduate-jobs-survey-08-page5.html </li></ul></ul><ul><ul><li>http://www.sandiegobusiness.org </li></ul></ul><ul><ul><li>http://www.developmentresults.com </li></ul></ul><ul><ul><li>http://www.indypartnership.com </li></ul></ul><ul><ul><li>http://www.emarketer.com </li></ul></ul><ul><ul><li>http://www.whatisrss.com </li></ul></ul><ul><ul><li>http://blog.thecreativecoast.org/ </li></ul></ul><ul><ul><li>http://www.ColumbusInternships.com </li></ul></ul><ul><ul><li>http://www.pensacolachamber.com/EconomicDevelopment/ </li></ul></ul><ul><li>http://www.copyblogger.com/grow-business-twitter/ </li></ul><ul><li>http://123socialmedia.com/business-blog/ </li></ul><ul><li>http://www.scribd.com/doc/3283966/The-Essential-Guide-to-Social-Media#document_metadata </li></ul><ul><li>http://www.scribd.com/doc/3483043/Social-Media-A-Simple-Visual-Story </li></ul>2009 © ED Solutions, Inc.
  48. 48. 2009 © ED Solutions, Inc. Thanks for your attention! [email_address] or [email_address]

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