Winning theTalent Game In anIncreasinglyCompetitiveMarketMay 6, 2013
Why? Or Why Not?With the reasons fortalent marketing obvious,why aren’t more companiesembracing it?
Can you hear me now?• Demand for skilled workers isoutpacing supply• Competition is fierce – for largelythe same talent• P...
But whose responsibility is this?• Federal, State & LocalGovernment all pledge support• National Associations areaddressin...
New Reality. New Thinking. New Actions.Acting with this reality requiresa fundamental shift in thinkingto drive new action...
With Challenge Comes Opportunity• You can out-market thecompetition• Exceptional people seek outexceptional companies• Giv...
What You Need to Do
Define What Sets Your Company ApartTell a Strong, Compelling Story•Generate interest with people that share your vision•Di...
Is your culture helping or hurting?Define Your Culture…or your culture willdefine you•It’s more than a competitive advanta...
Bring your brand to lifeCreate a brand personalityand use it:•On-line•In your industry and in yourcommunity•Through multip...
Relevant WorkExamples
Tell a compelling story
Build a robust careers micrositeThe Milacron “Be More At Milacron” Campaign
Build a robust careers micrositeSpeak to What Recruits Care About
Lead, don’t follow the transformationConnect with National/Regional/Local Initiatives
It’s Everyone’s Job to Promote the Industry• Plastics is not an industrypeople seek• Even at Universities withindustry lea...
Use Social Media to Connect & Build Your Reputation
Use PR to Connect & Build Your Reputation
Lead In Your Community And Leverage ItProject Engineer JobDescription excerpts:•A very successful, growth-oriented company...
Once You’ve Got ‘Em, Keep ‘Em.
5 Key Takeaways1New Reality: Whoever wins thewar for talent wins the game2New Thinking: Everyone needs to bea marketer. Yo...
Thank You.
Winning the Talent Game in an Increasingly Competitive Marketplace
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Winning the Talent Game in an Increasingly Competitive Marketplace

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Trefoil Group principal and founder, Mary Scheibel, presented marketing strategies for talent acquisition at the SPI 2013 Equipment & Moldmakers Summit in Miami, Florida.

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  • According to SME, 600,000 American manufacturing jobs are unfilled today and projected to reach 3 million by 2015 Slowest growth of jobs – occupations requiring a high school diploma or less Conversely, STEM – Computer and mathematical occupations expected to grow more than twice as fast as the average for all occupations in the economy. The average age in manufacturing is 56 so we will need more people more quickly Misunderstood and mysterious. Perceived lack of security and opportunity. I say, in large part, manufacturers have themselves to blame (more later) Further hampered by perceptions that advanced manufacturing eliminates rather than creates jobs. Not true. They create a lot of jobs – huge positive indirect labor impact Sophisticated customers. Continually shrinking margins Innovating to faster, cheaper Technology is changing how, where and what we do Never in the past twenty years has a single topic evoked more “whining” We can ’t find recruits, manufacturers say. Guess what, they can’t find you either!
  • From funding for apprenticeship programs to national efforts to promote manufacturing From Workforce Development Agencies to regional collaborations with manufacturers, universities, tech colleges, high schools and even middle schools Organizations are tripping over themselves to solve the problem But they don ’t have the jobs. You do. Varying degrees of success – from working well to failure It is incumbent on manufacturers to create their own destinies…and to aggressively market for the talent they need to succeed
  • In the meantime, others are shaping our reality
  • Three things I ’m going to recommend and then share examples
  • Notes: Establish an emotion connection between your company and the people you ’re recruiting. Local example: Generac Power Systems. They make back-up generators to power critical facilities during power losses. So they’re the first on the scene when hurricanes hit. Now, do you say, “3 rd shift production workers wanted,” or do you say, “we work 24 a day to make sure that we can power hospitals, emergency operations and water treatment facilities during catastrophic storms and power outages?” That’s what’s important. Everyone wants to give back and feel like they are doing something good. Your job should involve helping people whether directly through the work, or outside activities that give you meaning. At Milacron, for example, where I do a lot of work – we tell people that without the kinds of advanced manufacturing equipment that Milacron makes, American manufacturers could not compete with low-cost labor countries. It ’s because of what we do that Customers like this too – it lets them know that you are able to bring the talent on-board to innovate and provide the solutions and service they ’re looking for today and in the future.
  • Notes: Number one reason people today leave their jobs is because of culture And because the average age is over 50 in manufacturing, many companies suffer from a culture that is not multi-generational, warm and welcoming. If you have – or are working on a great culture – use it to differentiate yourself. It is different and it is important Make sure it ’s a selector for people who will and WILL NOT fit. If you’re a performance driven culture, let people know our expectations so those who aren’t up to the challenge, walk away.
  • Notes: Online Website is the number one marketing tool today. Period. End of story. In a recent survey conducted by CISCO, half of students and young professionals consider access to the internet as important as water, food, air and shelter. They could not live without it. Homepages, newsroom, careers microsites, video – all optimized for search and very exciting Don ’t be boring – The distribution channels available today give you the ability to showcase great creative, video, photography. And the channel’s free so invest in the content! PR and community outreach 3 rd party credibility Establishes a leadership position Meets younger generation ’s need to join companies that care about their communities and the world Provide you with content to use in campaigns, one-on-one conversations and to instill a sense of pride inside your company Employees as brand ambassadors. Huge allies in your communities and your industry if you empower them properly
  • Notes: Donnelly is a $30 million mfr in Alexandria, MN specializing in short-run manufacturing. They change molds more than 300 times a week. Store almost 3,000 active molds and process more than 600 different materials. Complexity on steroids. People always tell me, manufacturing is exciting, high tech, advanced. But I go to your websites and they are old, tired and boring. We share information. We don ’t connect. Another thing people always say, It ’s all about the people. Well, where are they? There’s no one on your site – a picture of a building, an empty parking lot. Seriously. Jump on your website and pretend you’re a 20-something job seeker. Click to Donnelly News Room – Show connections in community. Visibility in MN, positioning as leader in industry. On-line newsrooms are important in recruiting, especially engineers and more experienced professionals. They want to see where you ’re leading – and where they will have the opportunity to lead.
  • Peer-to-peer communications Uses young people in the organization Dave Lawrence who started on the shop floor and now has 3,000 people around the world reporting to him – all because he insisted on taking drafting in high school. Parents love this. They don ’t want their kids to have dead-end jobs. Kim – who ’s just a sponge and wants to learn more and more every day. If we went around the room, I bet almost all of you have these people inside your companies who, if you capture their stories, will make that emotional connection you ’re looking for with kids and their parents Speak to photos and how Milacron is using employees to help.
  • Peer-to-peer communications Uses young people in the organization Dave Lawrence who started on the shop floor and now has 3,000 people around the world reporting to him – all because he insisted on taking drafting in high school. Parents love this. They don ’t want their kids to have dead-end jobs. Kim – who ’s just a sponge and wants to learn more and more every day. If we went around the room, I bet almost all of you have these people inside your companies who, if you capture their stories, will make that emotional connection you ’re looking for with kids and their parents Speak to photos and how Milacron is using employees to help.
  • Notes: DIDI a national initiative sponsored by NAM. Wisconsin is the 21 st state to participate. We launched their website last year in Wisconsin. Every state does its own thing. Designed this to be very consumer-esq, appeal to young people through imagery and video. At the top, places for parents, educators and manufacturers to learn more. Huge opportunities for manufacturers to create visibility through participation.
  • According to SME, 600,000 American manufacturing jobs are unfilled today and projected to reach 3 million by 2015 Slowest growth of jobs – occupations requiring a high school diploma or less Conversely, STEM – Computer and mathematical occupations expected to grow more than twice as fast as the average for all occupations in the economy. The average age in manufacturing is 56 so we will need more people more quickly Misunderstood and mysterious. Perceived lack of security and opportunity. I say, in large part, manufacturers have themselves to blame (more later) Further hampered by perceptions that advanced manufacturing eliminates rather than creates jobs. Not true. They create a lot of jobs – huge positive indirect labor impact Sophisticated customers. Continually shrinking margins Innovating to faster, cheaper Technology is changing how, where and what we do Never in the past twenty years has a single topic evoked more “whining” We can ’t find recruits, manufacturers say. Guess what, they can’t find you either!
  • Winning the Talent Game in an Increasingly Competitive Marketplace

    1. 1. Winning theTalent Game In anIncreasinglyCompetitiveMarketMay 6, 2013
    2. 2. Why? Or Why Not?With the reasons fortalent marketing obvious,why aren’t more companiesembracing it?
    3. 3. Can you hear me now?• Demand for skilled workers isoutpacing supply• Competition is fierce – for largelythe same talent• Perceptions of manufacturing as acareer aren’t good• The human dynamics areescalating rapidly• Yet most manufacturers do nothave robust, strategic talentacquisition programsWhoeverwins the warfor talentwins thegame.
    4. 4. But whose responsibility is this?• Federal, State & LocalGovernment all pledge support• National Associations areaddressing this on behalf ofmembers• Regional/Statewide/LocalCollaborations are taking shapeeverywhere• It’s fast. It’s furious. And it’sfragmented.No one iscoming tosave you.
    5. 5. New Reality. New Thinking. New Actions.Acting with this reality requiresa fundamental shift in thinkingto drive new actions•Historically, manufacturers are notgood marketers•We think like engineers, notconsumers•With an average employee age of56, we are not the target audience•Most don’t understand how to reachyounger recruits•Our grandkids know more aboutthese channels than we doThe first thing weneed to change isour thinking
    6. 6. With Challenge Comes Opportunity• You can out-market thecompetition• Exceptional people seek outexceptional companies• Give people compelling reasons towant to work for youWell-executedmarketingstrategies arecritical tools inattracting andretaining thetalent you needto succeed.
    7. 7. What You Need to Do
    8. 8. Define What Sets Your Company ApartTell a Strong, Compelling Story•Generate interest with people that share your vision•Differentiate your company in a meaningful way•Be different. Not the same as your competitors•What appeals to customers most often appeals to recruits
    9. 9. Is your culture helping or hurting?Define Your Culture…or your culture willdefine you•It’s more than a competitive advantage. It’s the #1 reasonpeople leave and what recruits value most– Essential in competing against your area’s leadingcompanies– Helps you hire the right people•Allows people to self-select (both in and out)•Motivates employees to get behind you and help you win•If you don’t have a great culture, start to build one
    10. 10. Bring your brand to lifeCreate a brand personalityand use it:•On-line•In your industry and in yourcommunity•Through multiple channels –including digital, PR, and social media•To equip and empower employees tobe your front-line brand ambassadors
    11. 11. Relevant WorkExamples
    12. 12. Tell a compelling story
    13. 13. Build a robust careers micrositeThe Milacron “Be More At Milacron” Campaign
    14. 14. Build a robust careers micrositeSpeak to What Recruits Care About
    15. 15. Lead, don’t follow the transformationConnect with National/Regional/Local Initiatives
    16. 16. It’s Everyone’s Job to Promote the Industry• Plastics is not an industrypeople seek• Even at Universities withindustry leading programs –U Mass Lowell & Ferris StateUniversity, more than 90% ofstudents are through referrals"We must,indeed, all hangtogether, ormost assuredlywe shall all hangseparately.”-Ben Franklin
    17. 17. Use Social Media to Connect & Build Your Reputation
    18. 18. Use PR to Connect & Build Your Reputation
    19. 19. Lead In Your Community And Leverage ItProject Engineer JobDescription excerpts:•A very successful, growth-oriented company•Winner of the prestigiousWisconsin Manufacturer ofthe Year Award•Strong reputation foroperational excellence,employee development andcommunity leadership•Our goal is to equip theperson we hire to lead
    20. 20. Once You’ve Got ‘Em, Keep ‘Em.
    21. 21. 5 Key Takeaways1New Reality: Whoever wins thewar for talent wins the game2New Thinking: Everyone needs to bea marketer. You’re competing for — andagainst — the best3New Action: Build a brand andbring it to life4New Action: Create a culturepeople will want to be part of5New Action: Equip, engage and empoweryour employees to be your brand ambassadors
    22. 22. Thank You.
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