Got Talent?

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A look at what to do when you want to launch a campaign to attract talent to your community. Plus some interesting data on why people relocate to different cities and the best opportunity for your community on who to attract to your region.

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  • 1 a. Jenn, 1b. Mary
  • 2 a. Mary, 2b. Jenn
  • Jenn
  • Jenn, Mary
  • Mary, Jenn
  • Jenn, Mary
  • Got Talent?

    1. 1. Got Talent?Talent Flow Trends & Marketing Tools Julie Curtin, EVP/Partner Chris Seals, Director DCI RDA Global @MarketingPlaces @TBD
    2. 2. Q: What Skill Set Do you Anticipate YourCommunity Needing Most Over the Next Five Years? Text the CODE below to 22333 • Engineers – 149762 • Bioscientists – 149765 • Healthcare – 149768 • Creative Talent – 149773 • Production Technicians – 149791 • Something Else – 149792
    3. 3. Q: Do you anticipate your community facing a talent shortage over the next five years? Text a CODE to 22333 Yes – 149821 No – 149901 Maybe? Not sure. - 149907
    4. 4. Current Global Talent Situation• Nearly half (49%) of U.S. employers are experiencing difficulty filling mission-critical positions within their organizations.• In 1991, less than half of U.S. jobs required skilled workers, but by 2015, more than 75% will require specialized skills.• Despite continued high unemployment in US, companies are seeing a “skills mismatch” in certain industries.
    5. 5. Any City Can Attract & Retain Talent
    6. 6. Any City Can Attract & Retain Talent Reasons Workers Moved in 2010-201160.0%50.0% Family-related reason40.0%30.0% Employment-related reason20.0% Housing-related reason10.0% Other reason 0.0% Less than 80 to 320 321 to 803 804 km or Less than 50 km 80 km – 200 201 -500 Over 500 km more 50 Miles Miles Miles Miles
    7. 7. Any City Can Attract & Retain Talent60.0% Three Critical Drivers50.0% Family-related reason40.0%30.0% Employment-related reason20.0% Housing-related reason10.0% Other reason 0.0% Less than 80 to 320 321 to 803 804 km or 80 km km km more
    8. 8. Any City Can Attract & Retain Talent60.0% Three Critical Drivers50.0% Family-related reason40.0% Employment-related30.0%20.0% Family reason Housing-related reason10.0% Other reason 0.0% Less than 80 to 320 321 to 803 804 km or 80 km km km more
    9. 9. Any City Can Attract & Retain Talent60.0% Three Critical Drivers50.0% Family-related reason40.0% Employment-related30.0%20.0% Family reason Housing-related reason10.0% Other reason 0.0% Housing & Less than 80 to 320 Quality 804 km or 321 to 803 of 80 km km km more Life
    10. 10. Any City Can Attract & Retain Talent60.0% Three Critical Drivers50.0% Family-related reason40.0% Job Employment-related30.0%20.0% Family Market reason Housing-related reason10.0% Other reason 0.0% Housing & Less than 80 to 320 Quality 804 km or 321 to 803 of 80 km km km more Life
    11. 11. Keys to Success in Talent Attraction1. Understand your market.2. Align your strategy with industry clusters3. Be strategic with limited resources.
    12. 12. Understand Your Market
    13. 13. Mover Characteristics 0% 10% 20% 30% Renter Housing 31% Homeowner 7% Under Age 35 22% Over Age 35 Single Life Phase 10% 20% Married 10% Non US Citizens 22% Native US Citizens Citizenship 15%Householder Income Under $50,000^ 16% Earnings & Income Householder Income Over $50,000^ 10% Non-White 19% White Diversity 14% Male 16% Female Others 15%
    14. 14. Mover Characteristics Share of Workers who Moved 2010-2011 0% 10% 20% 30% Renter Housing 31% Homeowner 7% Under Age 35 22% Over Age 35 Single Life Phase 10% 20% Married 10% Non US Citizens 22% Native US Citizens Citizenship 15%Householder Income Under $50,000^ 16% Earnings & Income Householder Income Over $50,000^ 10% Non-White 19% White Diversity 14% Male 16% Female Others 15%
    15. 15. Mover Characteristics Share of Workers who Moved 2010-2011 0% 10% 20% 30% Renter 31% Homeowner 7% Under Age 35 22% Over Age 35 Single Life Phase 10% 20% Married 10% Non US Citizens 22% Native US Citizens Citizenship 15%Householder Income Under $50,000^ 16% Earnings & Income Householder Income Over $50,000^ 10% Non-White 19% White Diversity 14% Male 16% Female Others 15%
    16. 16. Mover Characteristics Share of Workers who Moved 2010-2011 0% 10% 20% 30% Renter 31% Homeowner 7% Under Age 35 22% Over Age 35 10% Single 20% Married 10% Non US Citizens 22% Native US Citizens Citizenship 15%Householder Income Under $50,000^ 16% Earnings & Income Householder Income Over $50,000^ 10% Non-White 19% White Diversity 14% Male 16% Female Others 15%
    17. 17. Mover Characteristics Share of Workers who Moved 2010-2011 0% 10% 20% 30% Renter 31% Homeowner 7% Under Age 35 22% Over Age 35 10% Single 20% Married 10% Non US Citizens 22% Native US Citizens 15%Householder Income Under $50,000^ 16% Earnings & Income Householder Income Over $50,000^ 10% Non-White 19% White Diversity 14% Male 16% Female Others 15%
    18. 18. Mover Characteristics Share of Workers who Moved 2010-2011 0% 10% 20% 30% Renter 31% Homeowner 7% Under Age 35 22% Over Age 35 10% Single 20% Married 10% Non US Citizens 22% Native US Citizens 15%Householder Income Under $50,000^ 16% Householder Income Over $50,000^ 10% Non-White 19% White Diversity 14% Male 16% Female Others 15%
    19. 19. Mover Characteristics Share of Workers who Moved 2010-2011 0% 10% 20% 30% Renter 31% Homeowner 7% Under Age 35 22% Over Age 35 10% Single 20% Married 10% Non US Citizens 22% Native US Citizens 15%Householder Income Under $50,000^ 16% Householder Income Over $50,000^ 10% Non-White 19% White 14% Male 16% Female Others 15%
    20. 20. Mover Characteristics Share of Workers who Moved 2010-2011 0% 10% 20% 30% Renter 31% Homeowner 7% Under Age 35 22% Over Age 35 10% Single 20% Married 10% Non US Citizens 22% Native US Citizens 15%Householder Income Under $50,000^ 16% Householder Income Over $50,000^ 10% Non-White 19% White 14% Male 16% Female 15%
    21. 21. Addressable Talent Market• Approximately 47 million US residents migrate annually.• Almost 19 million are active in the labor force* Employed Unemployed Number Share Number Share Labour Force 138,410 100% 14,458 100.% Non-Movers 122,473 89% 11,824 82% All Movers 15,937 12% 2,634 18% Local 10,609 8% 1,746 12% Short Distance 2,887 2.1% 370 2.6% Long-distance 1,002 0.7% 204 1.4% 6.2M Interregional/International 1,439 1.0% 314 2.2% *Students, minors, retirees, and non-participants comprise the remainder
    22. 22. Inter-City Mobility by Occupation 4.7% Arts, Design, Entertainment, Sports, and Media 9.4% Management 7.7% Legal 7.0% Farming, Fishing, and Forestry 6.8% Construction and Extraction 6.8% Personal Care and Service 6.4% Life, Physical, and Social Science 6.4% Sales and Related 5.9% Computer and mathematical science 5.2% Architecture and Engineering 5.2%Building and Grounds Cleaning and Maintenance 5.1% Community and social services 5.0% Business and Financial Operations 4.5% Food Preparation and Serving Related 4.3% Education, Training, and Library 3.9% Office and Administrative Support 3.9% Protective Service 3.8% Transportation and Material Moving 3.8% Healthcare Practitioners and Technical 3.6% Installation, Maintenance, and Repair 3.2% Healthcare Support 3.2% Production 3.1% Average All Source: ACS, Annual Average2005-2010 Workers
    23. 23. Workers Making an Inter-City Move* Arts, Design, Entertainment, Sports, and Media 162,882 More Mobile Management 475,562 Legal 69,665 Farming, Fishing, and Forestry 27,912 Construction and Extraction 334,910 Personal Care and Service 232,764 Life, Physical, and Social Science 68,999 Sales and Related 800,542 Computer and mathematical science 177,018 Architecture and Engineering 119,656Building and Grounds Cleaning and Maintenance 211,712 Community and social services 94,908 Business and Financial Operations 280,546 Food Preparation and Serving Related 484,581 Education, Training, and Library 332,095 Office and Administrative Support 831,573 Protective Service 123,165 Transportation and Material Moving 324,470 Healthcare Practitioners and Technical 272,508 Installation, Maintenance, and Repair 161,253 Healthcare Support 124,869 Production 261,842 *Annual Average 2005-2010 Source: ACS
    24. 24. Ratio: Vacancies Movers Filling Shortages to Labor Force Over 35% Arts, Design, Entertainment, Sports, and Media 162,882 25% - 34% Management 475,562 15% - 24% Legal 69,665 10% – 14% Farming, Fishing, and Forestry 27,912 5% - 9% Construction and Extraction 334,910 Under 5% Personal Care and Service 232,764 Life, Physical, and Social Science 68,999 Sales and Related 800,542 Computer and mathematical science 177,018 Architecture and Engineering 119,656Building and Grounds Cleaning and Maintenance 211,712 Community and social services 94,908 Business and Financial Operations 280,546 Food Preparation and Serving Related 484,581 Education, Training, and Library 332,095 Office and Administrative Support 831,573 Protective Service 123,165 Transportation and Material Moving 324,470 Healthcare Practitioners and Technical 272,508 Installation, Maintenance, and Repair 161,253 Healthcare Support 124,869 Production 261,842 *Annual Average 2005-2010 Source: ACS, RDA Global Job Vacancy Database
    25. 25. Mobile Talent Competition Arts, Design, Entertainment, Sports, and Media 162,882 Management 475,562 Legal 69,665 Farming, Fishing, and Forestry 27,912 Construction and Extraction 334,910 Personal Care and Service 232,764 Life, Physical, and Social Science 68,999 Sales and Related 800,542 Computer and mathematical science 177,018 Architecture and Engineering 119,656Building and Grounds Cleaning and Maintenance 211,712 Community and social services 94,908 Business and Financial Operations 280,546 Food Preparation and Serving Related 484,581 Education, Training, and Library 332,095 Office and Administrative Support 831,573 Protective Service 123,165 Transportation and Material Moving 324,470 Healthcare Practitioners and Technical 272,508 Installation, Maintenance, and Repair 161,253 Healthcare Support 124,869 Production 261,842 *Annual Average 2005-2010
    26. 26. Mobile Talent Competition Arts, Design, Entertainment, Sports, and Media 162,882 Management 475,562 Legal 69,665In-Demand with Farming, Fishing, and Forestry 27,912 High Mobility Construction and Extraction 334,910 Personal Care and Service 232,764 Life, Physical, and Social Science 68,999 Sales and Related 800,542 Computer and mathematical science 177,018 Architecture and Engineering 119,656Building and Grounds Cleaning and Maintenance 211,712 Community and social services 94,908 Business and Financial Operations 280,546 Food Preparation and Serving Related 484,581 Education, Training, and Library 332,095 Office and Administrative Support 831,573 Protective Service 123,165 Transportation and Material Moving 324,470 Healthcare Practitioners and Technical 272,508 Installation, Maintenance, and Repair 161,253 Healthcare Support 124,869 Production 261,842 *Annual Average 2005-2010
    27. 27. Mobile Talent Competition Arts, Design, Entertainment, Sports, and Media 162,882 Management 475,562 Legal 69,665In-Demand with Farming, Fishing, and Forestry 27,912 High Mobility Construction and Extraction 334,910 Personal Care and Service 232,764 Life, Physical, and Social Science 68,999 Sales and Related Highly Desirable 800,542 Computer and mathematical science 177,018 +Good Mobility Architecture and Engineering 119,656Building and Grounds Cleaning and Maintenance 211,712 Community and social services 94,908 Business and Financial Operations 280,546 Food Preparation and Serving Related 484,581 Education, Training, and Library 332,095 Office and Administrative Support 831,573 Protective Service 123,165 Transportation and Material Moving 324,470 Healthcare Practitioners and Technical 272,508 Installation, Maintenance, and Repair 161,253 Healthcare Support 124,869 Production 261,842 *Annual Average 2005-2010
    28. 28. Mobile Talent Competition Arts, Design, Entertainment, Sports, and Media 162,882 Management 475,562 Legal 69,665In-Demand with Farming, Fishing, and Forestry 27,912 High Mobility Construction and Extraction 334,910 Personal Care and Service 232,764 Life, Physical, and Social Science 68,999 Sales and Related Highly Desirable 800,542 Computer and mathematical science 177,018 +Good Mobility Architecture and Engineering 119,656Building and Grounds Cleaning and Maintenance 211,712 Community and social services 94,908 Business and Financial Operations 280,546 Food Preparation and Serving Related Education, Training, and Library In-Demand484,581 332,095 but Office and Administrative Support Less Mobile 831,573 Protective Service 123,165 Transportation and Material Moving 324,470 Healthcare Practitioners and Technical 272,508 Installation, Maintenance, and Repair 161,253 Healthcare Support 124,869 Production 261,842
    29. 29. Mobile Talent Competition Arts, Design, Entertainment, Sports, and Media 162,882 Management 475,562 Legal 69,665In-Demand with Farming, Fishing, and Forestry 27,912 High Mobility Construction and Extraction 334,910 Personal Care and Service 232,764 Life, Physical, and Social Science 68,999 Sales and Related Highly Desirable 800,542 Computer and mathematical science 177,018 +Good Mobility Architecture and Engineering 119,656Building and Grounds Cleaning and Maintenance 211,712 Community and social services 94,908 Business and Financial Operations 280,546 Food Preparation and Serving Related Education, Training, and Library In-Demand484,581 332,095 but Office and Administrative Support Less Mobile 831,573 Protective Service 123,165 Transportation and Material Moving 324,470 Healthcare Practitioners and Technical High Demand but 272,508 Installation, Maintenance, and Repair 161,253 Healthcare Support 124,869 Very Mobile Not Production 261,842 *Annual Average 2005-2010
    30. 30. Addressable Market of STEM Workers Pct. of Workers Making an Inter-City MoveSTEM Group US Labor Force** Movers*S - Science Occupations 3,880,400 207,005T - Technology Occupations 4,594,080 230,074E - Engineering Occupations 2,495,380 123,446M - Math Occupations 2,482,100 151,845Non-STEM Occupations 114,826,790 5,261,061Grand Total 128,278,750 5,973,431 *Annual Average 2005-2010 **2011
    31. 31. Addressable Market of STEM Workers Pct. of Workers Making an Inter-City MoveSTEM Group US Labor Force** Movers*S - Science Occupations 3,880,400 207,005T - Technology Occupations 13.4 M 4,594,080 712,000 230,074 STEM Movers PerE - Engineering Occupations Workers 2,495,380 Year 123,446M - Math Occupations 2,482,100 151,845Non-STEM Occupations 114,826,790 5,261,061Grand Total 128,278,750 5,973,431 *Annual Average 2005-2010 **2011
    32. 32. Mobility of STEM Workers Pct. of Workers Making an Inter-City Move 4.7% S - Science Occupations 5.3%T - Technology Occupations 5.0%E - Engineering Occupations 4.9% M - Math Occupations 6.1% Non-STEM Occupations 4.6% Average All Occupations *Annual Average 2005-2010
    33. 33. Addressable Market of Creative Class Pct. of Workers Making an Inter-City MoveCreative Group Workers** Movers*CC - Arts, Communications, and Entertainment 1,630,000 157,323CC - Business & Managers 12,361,900 756,107CC - Education and Social Services 11,169,010 491,916CC - Engineering, Architecture, Math and Sciences 3,506,920 198,420CC - Health 7,515,040 272,508CC - Technology 4,052,290 208,389Other Occupations - Non CC 88,043,590 3,888,768Total 128,278,750 5,973,431 *Annual Average 2005-2010 **2011
    34. 34. Addressable Market of Creative Class Pct. of Workers Making an Inter-City MoveCreative Group Workers** Movers*CC - Arts, Communications, and Entertainment 1,630,000 157,323CC - Business & Managers 12,361,900 756,107CC - Education and Social Services 11,169,010 Over 2 491,916 MillionCC - Engineering, Architecture, Math and Sciences 3,506,920 Movers 198,420CC - Health 7,515,040 272,508CC - Technology 4,052,290 208,389Other Occupations - Non CC 88,043,590 3,888,768Total 128,278,750 5,973,431 *Annual Average 2005-2010 **2011
    35. 35. Mobility of Creative Class Pct. of Workers Making an Inter-City Move 4.7% 5.2% CC - Arts, Communications, and Entertainment 9.7% CC - Business & Managers 6.1%CC - Engineering, Architecture, Math and Sciences 5.7% CC - Technology 5.1% CC - Education and Social Services 4.4% CC - Health 3.6% Other Occupations - Non CC 4.4% Average All Average of Occupations Creative Class *Annual Average 2005-2010
    36. 36. Informing Your Talent Attraction & Retention Strategy: Understand Your Market1. Understand the needs of Local Employers – Occupations in Demand – Skills Required – Experience Level Needed2. Understand Winning Sources of Skilled Workers – Where are you drawing workers from? – Do they meet the needs of your employers?3. Understand your Competition – For workers leaving your city: Where are they going? – What are your critical talent flight risks? – Why are they leaving? | What strategies will work to retain them?
    37. 37. Informing Your Talent Attraction & Retention Strategy: Understand Your Market Houston Case Study
    38. 38. What is Houston’s Talent Market? Houston
    39. 39. What is Houston’s Talent Market?Sources:TalentAttractionStrategies.comTalentflow DatabaseBased on Analysis of theAmerican Community SurveyIts Free! Houston
    40. 40. What is Houston’s Talent Market?Houston is…..• The 5th largest metro area in the US.• Ranked 7th in the US for total talent attraction.• Attracted 631,000 workers between 2005 and 2010• Lost 441,000 workers in the same period• Net gain of 190,000 workers. Houston
    41. 41. What is Houston’s Talent Market?Houston’s Industry Clusters• Energy• International Trade | Transportation & Distribution• Aerospace & Aviation• Life Sciences & Biotechnology• Corporate Headquarters• Manufacturing• Nanotechnology• Advanced Technologies Houston
    42. 42. What is Houston’s Talent Market?Houston’s Industry Clusters• Energy• International Trade | Transportation & Distribution• Aerospace & Aviation• Life Sciences & Biotechnology 6 out of 8 are• Corporate Headquarters• Manufacturing STEM-• Nanotechnology Dependent• Advanced Technologies Houston
    43. 43. Houston Talent Flow 2005-2010 Top 20 Source Cities Top 20 Competitor Cities 1. Dallas-Fort Worth, TX 43,506 1. Dallas-Fort Worth, TX 47,404 2. New Orleans, LA 43,170 2. Austin, TX 40,453 3. Galveston-Texas City, TX 33,390 3. Galveston-Texas… 36,297 4. Austin, TX 30,504 4. San Antonio, TX 23,764 5. San Antonio, TX 20,935 5. Bryan-College… 20,819 6. Los Angeles-Long… 20,672 6. New Orleans, LA 17,281 7. Beaumont-Port Arthur-… 20,357 7. Beaumont-Port… 11,182 8. New York-Northeastern… 18,830 8.… 9,1409. Bryan-College Station, TX 14,030 9. Atlanta, GA 8,377 10. Other Metro Areas in… 12,110 10. McAllen-Edinburg-… 7,752 11. Chicago-Gary-Lake, IL 11,869 11. Chicago-Gary-… 7,58612. Washington, DC/MD/VA 10,270 12. Los Angeles-Long… 7,378 13. Atlanta, GA 8,420 13. New York-… 7,013 14. San Francisco-… 8,203 14. Denver-Boulder, CO 6,296 15. McAllen-Edinburg-… 7,585 15. Lubbock, TX 5,596 16. Killeen-Temple, TX 7,005 16. Baton Rouge, LA 5,227 17. Baton Rouge, LA 6,211 17. Oklahoma City, OK 5,046 18. San Diego, CA 5,504 18. San Diego, CA 4,985 19. Riverside-San… 4,993 19. Waco, TX 4,352 20. Miami-Fort… 4,327 20. Killeen-Temple, TX 3,838 Source: American Community Survey
    44. 44. Top Competitors by Net Migration Out- In- NetDestination City Migration Migration MigrationAustin, TX 40,453 30,504 (9,949)Bryan-College Station, TX 20,819 14,030 (6,789)Dallas-Fort Worth, TX 47,404 43,506 (3,898)Galveston-Texas City, TX 36,297 33,390 (2,907)San Antonio, TX 23,764 20,935 (2,829)Jacksonville, NC 2,253 326 (1,927)Shreveport, LA 3,059 1,439 (1,620)Colorado Springs, CO 2,761 1,192 (1,569)Lubbock, TX 5,596 4,038 (1,558)Baltimore, MD 2,757 1,353 (1,404)Waco, TX 4,352 3,090 (1,262)Sarasota, FL 1,993 754 (1,239)West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)Tyler, TX 3,227 2,264 (963)Minneapolis-St.Paul, MN 3,253 2,328 (925)Lincoln, NE 1,156 400 (756)Reno, NV 913 166 (747)Salt Lake City-Ogden, UT 2,035 1,325 (710)SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)Columbia, SC 1,637 1,070 (567)
    45. 45. Top Competitors by Net Migration Out- In- NetDestination City Migration Migration MigrationAustin, TX 40,453 30,504 (9,949)Bryan-College Station, TX 20,819 14,030 (6,789)Dallas-Fort Worth, TX 47,404 43,506 (3,898)Galveston-Texas City, TX 36,297 33,390 (2,907)San Antonio, TX Top 20 Cities 23,764 20,935 (2,829)Jacksonville, NC 2,253 326 (1,927)Shreveport, LA Account for half 3,059 1,439 (1,620)Colorado Springs, COLubbock, TX (48%) of all 2,761 5,596 1,192 4,038 (1,569) (1,558)Baltimore, MDWaco, TX losses. 2,757 4,352 1,353 3,090 (1,404) (1,262)Sarasota, FL 1,993 754 (1,239)West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)Tyler, TX 3,227 2,264 (963)Minneapolis-St.Paul, MN 3,253 2,328 (925)Lincoln, NE 1,156 400 (756)Reno, NV 913 166 (747)Salt Lake City-Ogden, UT 2,035 1,325 (710)SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)Columbia, SC 1,637 1,070 (567)
    46. 46. Top Competitors by Net Migration Out- In- NetDestination City Migration Migration MigrationAustin, TX 40,453 30,504 (9,949)Bryan-College Station, TX 20,819 14,030 (6,789)Dallas-Fort Worth, TX Mostly to Other 47,404 43,506 (3,898)Galveston-Texas City, TX 36,297 33,390 (2,907)San Antonio, TX Cities in Texas 23,764 20,935 (2,829)Jacksonville, NC 2,253 326 (1,927)Shreveport, LA (41% of losses) 3,059 1,439 (1,620)Colorado Springs, CO 2,761 1,192 (1,569)Lubbock, TX 5,596 4,038 (1,558)Baltimore, MD 2,757 1,353 (1,404)Waco, TX 4,352 3,090 (1,262)Sarasota, FL 1,993 754 (1,239)West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)Tyler, TX 3,227 2,264 (963)Minneapolis-St.Paul, MN 3,253 2,328 (925)Lincoln, NE 1,156 400 (756)Reno, NV 913 166 (747)Salt Lake City-Ogden, UT 2,035 1,325 (710)SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)Columbia, SC 1,637 1,070 (567)
    47. 47. Top Sources by Net Migration Out- In- NetSource City Migration Migration MigrationNew Orleans, LA 17,281 43,170 25,889Los Angeles-Long Beach, CA 7,378 20,672 13,294New York-Northeastern NJ 7,013 18,830 11,817Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175San Francisco-Oakland-Vallejo, CA 3,216 8,203 4,987Chicago-Gary-Lake, IL 7,586 11,869 4,283Killeen-Temple, TX 3,838 7,005 3,167Riverside-San Bernadino, CA 2,405 4,993 2,588Lafayette, LA 2,130 4,269 2,139El Paso, TX 1,619 3,670 2,051Brownsville - Harlingen-San Benito, TX 2,149 4,184 2,035Jacksonville, FL 830 2,760 1,930Birmingham, AL 196 1,903 1,707Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544Detroit, MI 1,361 2,882 1,521Jackson, MS 436 1,927 1,491Little Rock-North Little Rock, AR 906 2,339 1,433San Jose, CA 1,175 2,593 1,418Odessa, TX 1,930 3,282 1,352
    48. 48. Top Sources by Net Migration Out- In- NetSource City Migration Migration MigrationNew Orleans, LA 17,281 43,170 25,889Los Angeles-Long Beach, CA 7,378 20,672 13,294New York-Northeastern NJ Top 20 Source 7,013 18,830 11,817Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175San Francisco-Oakland-Vallejo, CACities Account 3,216 8,203 4,987Chicago-Gary-Lake, IL 7,586 11,869 4,283Killeen-Temple, TX for over a 3,838 7,005 3,167Riverside-San Bernadino, CA quarter of 2,405 4,993 2,588Lafayette, LA 2,130 4,269 2,139El Paso, TX in-migration 1,619 3,670 2,051Brownsville - Harlingen-San Benito, TXJacksonville, FL (28%) 2,149 830 4,184 2,760 2,035 1,930Birmingham, AL 196 1,903 1,707Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544Detroit, MI 1,361 2,882 1,521Jackson, MS 436 1,927 1,491Little Rock-North Little Rock, AR 906 2,339 1,433San Jose, CA 1,175 2,593 1,418Odessa, TX 1,930 3,282 1,352
    49. 49. Top Sources by Net Migration Out- In- NetSource City Migration Migration MigrationNew Orleans, LA 17,281 43,170 25,889Los Angeles-Long Beach, CA 7,378 20,672 13,294New York-Northeastern NJ Mainly from 7,013 18,830 11,817Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175San Francisco-Oakland-Vallejo, CA outside of 3,216 8,203 4,987Chicago-Gary-Lake, IL 7,586 11,869 4,283Killeen-Temple, TX Texas 3,838 7,005 3,167Riverside-San Bernadino, CA 2,405 4,993 2,588Lafayette, LA 2,130 4,269 2,139El Paso, TX 1,619 3,670 2,051Brownsville - Harlingen-San Benito, TX 2,149 4,184 2,035Jacksonville, FL 830 2,760 1,930Birmingham, AL 196 1,903 1,707Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544Detroit, MI 1,361 2,882 1,521Jackson, MS 436 1,927 1,491Little Rock-North Little Rock, AR 906 2,339 1,433San Jose, CA 1,175 2,593 1,418Odessa, TX 1,930 3,282 1,352
    50. 50. Top Sources for STEMWhat is Houston’s Best Market for STEM Talent?A. Silicon Valley?B. Research Triangle?C. Detroit?D. Boston?E. Other Texas Cities?
    51. 51. Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562Austin, TX 3,484 5,563 2,079New York-Northeastern NJ 1,488 3,142 1,654Bryan-College Station, TX 810 2,337 1,527San Francisco-Oakland-Vallejo, CA 537 1,949 1,412Baton Rouge, LA 506 1,737 1,231Oklahoma City, OK 1,164 2,320 1,156Los Angeles-Long Beach, CA 1,074 2,191 1,117Lafayette, LA 76 1,057 981Beaumont-Port Arthur-Orange,TX 742 1,715 973San Jose, CA 204 995 791Orlando, FL 120 827 707Riverside-San Bernadino, CA 84 777 693Jacksonville, FL 59 658 599Kansas City, MO/KS 56 580 524Killeen-Temple, TX 199 576 377Baltimore, MD 170 445 275Sacramento, CA 60 333 273Nashville, TN 207 475 268Jackson, MS 181 427 246
    52. 52. Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562Austin, TX 3,484 5,563 2,079New York-Northeastern NJ 1,488 3,142 1,654Bryan-College Station, TX Key Markets: 810 2,337 1,527San Francisco-Oakland-Vallejo, CA 537 1,949 1,412Baton Rouge, LA 506 1,737 1,231Oklahoma City, OK 1,164 2,320 1,156Los Angeles-Long Beach, CA 1,074 2,191 1,117Lafayette, LA 76 1,057 981Beaumont-Port Arthur-Orange,TX 742 1,715 973San Jose, CA 204 995 791Orlando, FL 120 827 707Riverside-San Bernadino, CA 84 777 693Jacksonville, FL 59 658 599Kansas City, MO/KS 56 580 524Killeen-Temple, TX 199 576 377Baltimore, MD 170 445 275Sacramento, CA 60 333 273Nashville, TN 207 475 268Jackson, MS 181 427 246
    53. 53. Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562Austin, TX 3,484 5,563 2,079New York-Northeastern NJ 1,488 3,142 1,654Bryan-College Station, TX Key Markets: 810 2,337 1,527San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412Baton Rouge, LA 506 1,737 1,231Oklahoma City, OK 1,164 2,320 1,156Los Angeles-Long Beach, CA 1,074 2,191 1,117Lafayette, LA 76 1,057 981Beaumont-Port Arthur-Orange,TX 742 1,715 973San Jose, CA 204 995 791Orlando, FL 120 827 707Riverside-San Bernadino, CA 84 777 693Jacksonville, FL 59 658 599Kansas City, MO/KS 56 580 524Killeen-Temple, TX 199 576 377Baltimore, MD 170 445 275Sacramento, CA 60 333 273Nashville, TN 207 475 268Jackson, MS 181 427 246
    54. 54. Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562Austin, TX 3,484 5,563 2,079New York-Northeastern NJ 1,488 3,142 1,654Bryan-College Station, TX Key Markets: 810 2,337 1,527San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412Baton Rouge, LA 506 1,737 1,231Oklahoma City, OK 2. Gulf Coast 1,164 2,320 1,156Los Angeles-Long Beach, CA 1,074 2,191 1,117Lafayette, LA 76 1,057 981Beaumont-Port Arthur-Orange,TX 742 1,715 973San Jose, CA 204 995 791Orlando, FL 120 827 707Riverside-San Bernadino, CA 84 777 693Jacksonville, FL 59 658 599Kansas City, MO/KS 56 580 524Killeen-Temple, TX 199 576 377Baltimore, MD 170 445 275Sacramento, CA 60 333 273Nashville, TN 207 475 268Jackson, MS 181 427 246
    55. 55. Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562Austin, TX 3,484 5,563 2,079New York-Northeastern NJ 1,488 3,142 1,654Bryan-College Station, TX Key Markets: 810 2,337 1,527San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412Baton Rouge, LA 506 1,737 1,231Oklahoma City, OK 2. Gulf Coast 1,164 2,320 1,156Los Angeles-Long Beach, CA 1,074 2,191 1,117Lafayette, LA 3. NYC 76 1,057 981Beaumont-Port Arthur-Orange,TX 742 1,715 973San Jose, CA 204 995 791Orlando, FL 120 827 707Riverside-San Bernadino, CA 84 777 693Jacksonville, FL 59 658 599Kansas City, MO/KS 56 580 524Killeen-Temple, TX 199 576 377Baltimore, MD 170 445 275Sacramento, CA 60 333 273Nashville, TN 207 475 268Jackson, MS 181 427 246
    56. 56. Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562Austin, TX 3,484 5,563 2,079New York-Northeastern NJ 1,488 3,142 1,654Bryan-College Station, TX Key Markets: 810 2,337 1,527San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412Baton Rouge, LA 506 1,737 1,231Oklahoma City, OK 2. Gulf Coast 1,164 2,320 1,156Los Angeles-Long Beach, CA 1,074 2,191 1,117Lafayette, LA 3. NYC 76 1,057 981Beaumont-Port Arthur-Orange, TX 4. Austin-College 742 1,715 973San Jose, CA 204 995 791Orlando, FL Station 120 827 707Riverside-San Bernardino, CA 84 777 693Jacksonville, FL 59 658 599Kansas City, MO/KS 56 580 524Killeen-Temple, TX 199 576 377Baltimore, MD 170 445 275Sacramento, CA 60 333 273Nashville, TN 207 475 268Jackson, MS 181 427 246
    57. 57. Top Sources for Intl. Trade & Mfg.What is Houston’s best market production and transportationoccupations?A. Southern California?B. Chicago?C. New Orleans?D. Other Texas Cities?
    58. 58. Top Sources for Intl. Trade + Mfg.* Out- In- NetCity Migration Migration MigrationNew Orleans, LA 1,679 5,824 4,145Los Angeles-Long Beach, CA 552 3,616 3,064Chicago-Gary-Lake, IL 268 1,492 1,224New York-Northeastern NJ 602 1,708 1,106San Diego, CA 166 1,249 1,083Dallas-Fort Worth, TX 4,426 5,184 758Washington, DC/MD/VA 559 1,177 618Beaumont-Port Arthur-Orange,TX 1,985 2,462 477Riverside-San Bernadino, CA 585 1,031 446San Francisco-Oakland-Vallejo, CA 137 549 412Atlanta, GA 386 777 391Brownsville - Harlingen-San Benito, TX 223 593 370Baton Rouge, LA 300 642 342Nashville, TN 82 412 330Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295Killeen-Temple, TX 512 796 284Phoenix, AZ 99 383 284Amarillo, TX 97 377 280Tacoma, WA 81 351 270Springfield, MO 70 336 266 *Includes Production and Transportation Occupations
    59. 59. Top Sources for Intl. Trade + Mfg.* Out- In- NetCity Migration Migration MigrationNew Orleans, LA 1,679 5,824 4,145Los Angeles-Long Beach, CA 552 3,616 3,064Chicago-Gary-Lake, IL 268 1,492 1,224New York-Northeastern NJ Key Markets: 602 1,708 1,106San Diego, CA 166 1,249 1,083Dallas-Fort Worth, TX 4,426 5,184 758Washington, DC/MD/VA 559 1,177 618Beaumont-Port Arthur-Orange,TX 1,985 2,462 477Riverside-San Bernadino, CA 585 1,031 446San Francisco-Oakland-Vallejo, CA 137 549 412Atlanta, GA 386 777 391Brownsville - Harlingen-San Benito, TX 223 593 370Baton Rouge, LA 300 642 342Nashville, TN 82 412 330Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295Killeen-Temple, TX 512 796 284Phoenix, AZ 99 383 284Amarillo, TX 97 377 280Tacoma, WA 81 351 270Springfield, MO 70 336 266 *Includes Production and Transportation Occupations
    60. 60. Top Sources for Intl. Trade + Mfg.* Out- In- NetCity Migration Migration MigrationNew Orleans, LA 1,679 5,824 4,145Los Angeles-Long Beach, CA 552 3,616 3,064Chicago-Gary-Lake, IL 268 1,492 1,224New York-Northeastern NJ Key Markets: 602 1,708 1,106San Diego, CA 1. S. California 166 1,249 1,083Dallas-Fort Worth, TX 4,426 5,184 758Washington, DC/MD/VA 559 1,177 618Beaumont-Port Arthur-Orange,TX 1,985 2,462 477Riverside-San Bernadino, CA 585 1,031 446San Francisco-Oakland-Vallejo, CA 137 549 412Atlanta, GA 386 777 391Brownsville - Harlingen-San Benito, TX 223 593 370Baton Rouge, LA 300 642 342Nashville, TN 82 412 330Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295Killeen-Temple, TX 512 796 284Phoenix, AZ 99 383 284Amarillo, TX 97 377 280Tacoma, WA 81 351 270Springfield, MO 70 336 266 *Includes Production and Transportation Occupations
    61. 61. Top Sources for Intl. Trade + Mfg.* Out- In- NetCity Migration Migration MigrationNew Orleans, LA 1,679 5,824 4,145Los Angeles-Long Beach, CA 552 3,616 3,064Chicago-Gary-Lake, IL 268 1,492 1,224New York-Northeastern NJ Key Markets: 602 1,708 1,106San Diego, CA 1. S. California 166 1,249 1,083Dallas-Fort Worth, TX 4,426 5,184 758Washington, DC/MD/VA 2. Dallas & 559 1,177 618Beaumont-Port Arthur-Orange,TXRiverside-San Bernadino, CA Beaumont 1,985 585 2,462 1,031 477 446San Francisco-Oakland-Vallejo, CA 137 549 412Atlanta, GA 386 777 391Brownsville - Harlingen-San Benito, TX 223 593 370Baton Rouge, LA 300 642 342Nashville, TN 82 412 330Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295Killeen-Temple, TX 512 796 284Phoenix, AZ 99 383 284Amarillo, TX 97 377 280Tacoma, WA 81 351 270Springfield, MO 70 336 266 *Includes Production and Transportation Occupations
    62. 62. Top Sources for Intl. Trade + Mfg.* Out- In- NetCity Migration Migration MigrationNew Orleans, LA 1,679 5,824 4,145Los Angeles-Long Beach, CA 552 3,616 3,064Chicago-Gary-Lake, IL 268 1,492 1,224New York-Northeastern NJ Key Markets: 602 1,708 1,106San Diego, CA 1. S. California 166 1,249 1,083Dallas-Fort Worth, TX 4,426 5,184 758Washington, DC/MD/VA 2. Dallas & 559 1,177 618Beaumont-Port Arthur-Orange,TXRiverside-San Bernadino, CA Beaumont 1,985 585 2,462 1,031 477 446San Francisco-Oakland-Vallejo, CA 3. Chicago 137 549 412Atlanta, GA 386 777 391Brownsville - Harlingen-San Benito, TX 223 593 370Baton Rouge, LA 300 642 342Nashville, TN 82 412 330Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295Killeen-Temple, TX 512 796 284Phoenix, AZ 99 383 284Amarillo, TX 97 377 280Tacoma, WA 81 351 270Springfield, MO 70 336 266 *Includes Production and Transportation Occupations
    63. 63. Flight Risk & Retention Losses RetentionOccupation 2005-2010 RateArts, Design, Entertainment, Sports, and Media Occupations 9,969 58%Management Occupations 40,297 70%Community and social services occupations 5,336 75%Legal Occupations 4,534 75%Personal Care and Service Occupations 16,134 76%Sales and Related Occupations 59,971 78%Construction and Extraction Occupations 32,495 79%Life, Physical, and Social Science Occupations 5,288 79%Business and Financial Operations Occupations 19,979 82%Computer and mathematical science occupations 11,241 83%Food Preparation and Serving Related Occupations 35,456 83%Healthcare Practitioners and Technical Occupations 19,607 85%Education, Training, and Library Occupations 23,686 86%Building and Grounds Cleaning and Maintenance Occupations 9,895 86%Architecture and Engineering Occupations 10,683 86%Protective Service Occupations 8,324 86%Office and Administrative Support Occupations 54,229 87%Healthcare Support Occupations 7,712 87%Installation, Maintenance, and Repair Occupations 12,673 89%Production Occupations 15,209 91% *Includes Production and Transportation Occupations
    64. 64. Flight Risk & Retention Losses RetentionOccupation 2005-2010 RateArts, Design, Entertainment, Sports, and Media Occupations 9,969 58%Management Occupations 40,297 70%Community and social services occupations 5,336 75%Legal Occupations 4,534 75%Personal Care and Service Occupations 16,134 76%Sales and Related Occupations 59,971 78%Construction and Extraction Occupations 32,495 79%Life, Physical, and Social Science Occupations 5,288 79%Business and Financial Operations Occupations 19,979 82%Computer and mathematical science occupations 11,241 83%Food Preparation and Serving Related Occupations 35,456 83%Healthcare Practitioners and Technical Occupations 19,607 85%Education, Training, and Library Occupations 23,686 86%Building and Grounds Cleaning and Maintenance Occupations 9,895 86%Architecture and Engineering Occupations 10,683 86%Protective Service Occupations 8,324 86%Office and Administrative Support Occupations 54,229 87%Healthcare Support Occupations 7,712 87%Installation, Maintenance, and Repair Occupations 12,673 89%Production Occupations 15,209 91% *Includes Production and Transportation Occupations
    65. 65. Houston Case Study• Attraction opportunity: • Los Angeles • STEM • NYC • Transportation + Production • San Francisco Bay Area • Business & Financial • Chicago • General Attraction • Louisiana Cities• Retention focus: • Austin • STEM • Dallas-Ft. Worth • Management • Arts, Design, Communications
    66. 66. Houston Case StudyPotential Attraction Strategies Potential Retention Strategies• Strengthen Houston market position • Increase home ownership, esp. & brand in target cities among creative workers in households under $50k• Targeted marketing via professional networks for STEM occupations • Leverage Houston’s high diversity & retain internationals.• Provide strategic intelligence for larger Houston employers in target • Insure strong professional & industry clusters management development as part of Houston’s industry cluster• Social network marketing to strategies. hometown Houstonians
    67. 67. Six Steps for Designing a Talent Attraction Campaign1. Engage Business Community Early.2. Understand your market.3. Create A Brand for Campaign.4. Launch a Talent Portal/Microsite.5. Build a Fully Integrated Campaign.6. Involve Ambassadors as Face of Campaign.
    68. 68. 1. Engage Your Business Community Early• In-person• Surveys• Industry associations• HR managers• Universities• Offer value• Get financial support• Engage regional partners
    69. 69. …Including Working Closely with Your CVB Usual Relationship Talent Attraction Relationship CVB wants to attract visitorsOilWater You want to attract future residents
    70. 70. 2. Understand the Market• Survey skilled workers• Focus on recent transplants• Identify strengths of community• Uncover weaknesses• Understand how audience gets information• Build brand around findings• Reinforce positive assets
    71. 71. Sources of Information about Research Triangle, Prior to Moving Here Based on mean score on a scale of 1 (Not at all influential) – 5 (Extremely influential) 5 4 3.09 2.92 2.91 2.76 3 2.57 2.35 2 1.45 1 Friends Family Rankings Other Work Articles in Social media colleagues newspapers/ sites magazines*Based on 254 respondents
    72. 72. Change AmplifyMisperceptions Advantages
    73. 73. 3. Create a Brand Aimed at Consumers
    74. 74. 4. Launch a Talent Portal/Microsite1. Serves as a regional source for prospective job seekers;2. Serves as a go-to-site for local networking, and Digital Ambassadors;3. Serves as a one-stop-shop for local HR managers, recruiters, and current talent.
    75. 75. Talent Portals/Microsites A few sites for review: • www.WorkintheTriangle.com • www.WeAreNYTech.com • www.WorkinLou.com • www.RichmondJobNet.com • www.LiveWorkPortland.org • www.HelloWestMichigan.com
    76. 76. 5. Build a Fully Integrated Marketing Campaign• Brand, logo and tagline • PR and media relations• Website • Giveaways• Events • Marketing collateral• Job fairs • Trade show booths• Ambassador campaign• Social and digital media • Advertising
    77. 77. Joel Kotkin
    78. 78. 6. Involve Ambassadors as the Face of Your Campaign• Family and friends = top sources of information• People want to connect with similar people• Build pride and engagement in community• Launch a Digital Ambassador program
    79. 79. 82
    80. 80. “Now that the world is flat, talentcan reside anywhere, work anytimeand live anyplace, and they can bemanaged globally. Talent is in thedriver’s seat today, not theemployer.”Celia Harper-Guerra, Senior Vice President Talent Acquisition and Talent Development, Allscripts
    81. 81. For More Information on Talent Attraction AboutDCI.com TalentAttractionStrategies.com

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