Marketing Your Community to Today's Workforce


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Marketing Your Community to Today's Workforce

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