Marketing Your Community to Today's Workforce
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Marketing Your Community to Today's Workforce

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Here is a presentation on how to market your community to today's workforce.

Here is a presentation on how to market your community to today's workforce.

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Marketing Your Community to Today's Workforce Marketing Your Community to Today's Workforce Presentation Transcript

  • Development Counsellors International Julie Curtin, Partner & Jessica Tuquero, Account Supervisor Thursday, January 22, 2009 Be A Talent Magnet How to Market Your Community to Today’s Workforce
  • OUR AGENDA
        • An Overview of DCI
        • An Early Look at DCI’s “Talent Attraction Survey”
        • Three Relevant Case Studies
        • Top 10 Takeaways
        • Q&A
  • ABOUT DCI
      • Since 1960, DCI has worked with 350+ cities, regions, states and countries in economic development marketing and travel marketing
      • With 35 full-time staff, DCI is the largest assembly of “place marketing” professionals in the world
      • Author of “Winning Strategies in Economic Development Marketing:” Continuing survey of 250+ corporate executives with site selection responsibilities
      • Working with a growing number of communities to develop “Talent Attraction” marketing campaigns.
    View slide
  • CREATE JOBS…GET LABORERS…CREATE JOBS
    • Economic development organizations are not just trying to create jobs; the major focus is shifting from Company Attraction , to now also include Workforce Attraction .
    • A place’s labor pool is one of the main factors in the decision for companies to do business in the area.
    • NO LABORERS = NO BUSINESS INVESTMENT
    View slide
  • SO WHAT ATTRACTS TODAY’S WORKFORCE?
    • We were curious about what attracts people to a community.
    • So, we are conducting a survey to find out…
  • DCI “TALENT ATTRACTION” SURVEY
      • How individuals make decisions about where they live.
      • Using Facebook to gather responses.
      • Today’s findings are based on 191 respondents.
  • Q: On a scale of 1 to 5, where 1 is "not likely" and 5 is "very likely," what is the likelihood you will move to another city in the next two years?
  • Q: On a scale of 1 to 5, where 1 means “Not Important” and 5 means “Highly Desirable,” please rate how important the following attributes are in a community, according to your personal needs. Top 6 responses, by mean score
  • Q: On a scale of 1 to 5, where 1 means “Not Important” and 5 means “Highly Desirable,” please rate how important the following attributes are in a community, according to your personal needs. Bottom 7 responses , by mean score
  • Does age matter? Differences in what matters to 22 to 35 year olds vs. 36 to 50 year olds
    • Top 5 Community Attributes for 22 to 35 year olds
      • Available job opportunities
      • Safety/Low Crime
      • Attractive housing options
      • Great restaurants
      • Proximity to family and friends
    • Top 5 Community Attributes for 36 to 50 year olds
    • Safety/Low Crime
    • Available job opportunities
    • Attractive housing options
    • Great restaurants
    • Great schools, K-12
  • Q: Please rate the sources of information that may influence your perceptions of a community. A score of 1 means "Not at all" while 5 means "Very much." KEY TO THE CATEGORIES A Previous travel to location B Word of mouth C Internet searches for housing/ jobs D Online news sites E Newspaper/magazine articles F Popular culture references G City/community websites H Social Networking Sites I TV or print advertisements J Blogs
  • Q: Does age matter? Differences in information sources for 22 to 35 year olds vs. 36 to 50 year olds
    • Top 5 Information Sources for 22 to 35 year olds
      • Previous travel experience to the region
      • Word of mouth commentary from family and friends
      • Internet searches for housing or jobs
      • Online news sites (e.g. cnn.com, msnbc.com, etc.)
      • Articles in newspapers and magazines
    • Top 5 Information Sources for 36 to 50 year olds
      • Word of mouth commentary from family and friends
      • Previous travel experience to the region
      • Articles in newspapers and magazines
      • Internet searches for housing or jobs
      • Online news sites (e.g. cnn.com, msnbc.com, etc.)
  • THREE CASE STUDIES
    • Reno-Tahoe
    • Vermont
    • Wyoming
  • CASE STUDY #1: Reno-Tahoe’s Takes San Francisco
    • Known for casinos/divorce capital; not high tech jobs and outdoor lifestyle
    • Local companies have difficulty recruiting talent to the region
  • THE STRATEGY
    • Implement a talent-attraction event in San Francisco
    • Drum up local company support
    • Use social media to promote the “hybrid life” in Reno-Tahoe
  • THE EXECUTION
    • Designed and distributed e-invite
    • Created a landing page: MYNVDreamJob.com
    • YouTube contest: Reno YPN posted videos on “How they Live the Hybrid Life”
    • Placed clickable “buttons” on participating companies HR sites that drove traffic to the RSVP page on the website
  • THE EXECUTION
    • Street Team Stunt
    • Reno-Tahoe representatives dressed in “hybrid” attire –outside the venue two days prior to the event
    • Passed out Flyers to passersby
  • THE RESULTS
    • Attracted 110 Bay Area professionals (Goal was 60)
    • 16 regional Reno-Tahoe companies attended
    • 76 official guest RSVPs via the website
    • 60 people filled out profiles on MyNVDreamJob.com for future recruiting purposes by all participating companies
    • MyNVDreamJob.com landing page received 1,935 visitors during the promotion with 6,000+ page views; over half of the unique visitors were driven through social marketing sites such as Facebook and YouTube
  • CASE STUDY #2: PursueVt
    • Vermont has an aging workforce and needs to recruit IT and engineering professionals to the state.
    • Initiative begins with networking event in Boston with hiring firms and recruits
    • Attendance one week before the event: 21 firms on board, and only 4 candidates RSVP’d!
  • THE STRATEGY
    • Utilize the popularity and mass appeal of social media networks to market the networking event
    • Infiltrate Boston media to spread the word that Vermont is “playing in its backyard”
    • Capture contact information from laborers interested in opportunities in Vermont.
  • THE TARGET
    • 21-35 year old professionals in IT and engineering Sectors
    • Living in the Boston Area
    • Preferably Vermont alumni
  • THE EXECUTION
    • Used Facebook and ASmallWorld to promote the Boston Event
    • State representatives and hiring companies spoke with local Boston media prior and after the event
    • Created a domain to provide and collect information from workers interested in relocating to Vermont: www.pursuevt.org
  • FACEBOOK: THE YOUNG PROFESSIONALS’ SPACE
  • ASMALLWORLD.NET
    • Exclusive networking site
    • 200,000 members to date
    • Members more likely to answer posting
  • SPREADING THE WORD THROUGH EARNED MEDIA
  • THE RESULTS
    • RSVP’s increased dramatically: 75-80 candidates attended
    • Attendees were well prepared (suits, resumes)
    • Job interviews already arranged
    • Made way for a follow-up event in Boston, which proved to be just as successful
  • CASE STUDY #3: WYOMING
      • With a boom in the state’s energy industry, the need for skilled workers (welders, mechanics, electricians) was enormous
      • Identify and attract blue collar workers to fill open positions
  • THE STRATEGY
      • Head East to Michigan: Target out-of-work automobile workers
      • Aggressively promote job opportunities in Wyoming via a combination of paid and earned media
      • Bring prospective workers and employers together at a series of job fairs in Lansing, Flint and Grand Rapids
      • Build website with specific job opportunities
  • AN AGGRESSIVE PAID MEDIA PROGRAM
  • ZEROING IN ON THE LOCAL DETROIT PRESS
  • … AS WELL AS NATIONAL MEDIA ATTENTION
  • THE RESULTS
    • Three Michigan missions/ job fairs have been extremely productive
    • Over 8,000 resumes posted on www.jobswyoming.net
    • Able to track 305 Michigan residents that have relocated to Wyoming
  • TOP 10 TAKEAWAYS
    • Rally your local businesses.
    • 2. Consider an Ambassador Program.
    • 3. Do your research and know your target.
    • 4. Use the power of earned media.
    • 5. Create a domain and make it as interactive as possible.
  • TOP 10 TAKEAWAYS
    • 6. Use social media…
    • … Then keep the conversations going!
    • 8. This is a personal decision as much as a business decision.
    • 9. Once they come, see that they stay.
    • 10. Remember: The workforce is mobile .
    • Q & A
  • THANK YOU!
      • To receive an electronic version of the “Be A Talent Magnet” presentation OR for a copy of the Workforce Attraction Survey:
        • Share a copy of your business card with “Presentation” or “Survey” on it
        • Email us at julie.curtin@dc-intl.com.