The Future of Economic Development: Talent Rules - Erin Bodine (1.22.13)

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  • Talent attraction work since 2006, including campaigns for Reno, Vermont, and Wyoming.
  • 1 a. Jenn, 1b. Mary
  • 2 a. Mary, 2b. Jenn
  • Mary, Jenn
  • Jenn
  • Mary
  • Jenn, Mary
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  • Mary, Jenn
  • The Future of Economic Development: Talent Rules - Erin Bodine (1.22.13)

    1. 1. On the Horizon:Addressing a Looming Talent Shortage 7 Tips for Launching Your Campaign @aboutdci, #talentattraction January 22, 2013 Erin Bodine Talent Attraction Account Director
    2. 2. About DCI Reno WyomingVermont
    3. 3. Work in the Triangle, Smarter from Any Angle. Campaign• Triangle among top regions leading U.S. recovery• Wake County projected to grow over next 20 years by 42 percent• Launched in May 9, 2012, as part of a five-year initiative• Goal of helping companies find specific skill sets for target industries
    4. 4. Calgary. Be Part of the Energy Campaign• Calgary leading Canada’s economic recovery• Alberta expected to create 120,000 jobs over next decade• Launched $1.5 million campaign in 2011
    5. 5. 1. Engage Your Business Community Early• In-person• Surveys• Industry associations• HR managers• Universities• Offer value• Be where they aren’t• Get financial support• Engage regional partners
    6. 6. …Including Working Closely with Your CVB/Tourism Board Usual Relationship Talent Attraction Relationship CVB/Tourism Board wants to attract visitorsOilWater You want to attract future residents
    7. 7. 2. Determine the Image You Need to Convey• Survey skilled workers• Focus on recent transplants• Identify strengths• Uncover weaknesses• Understand their sources of information• Build brand around findings• Reinforce positive assets
    8. 8. Change AmplifyMisperceptions Advantages
    9. 9. Tell a Different Story
    10. 10. 3. Create an Exciting Brand Aimed at ConsumersCompanies and Decision Makers Skilled Professionals Combined Brand for Two Audiences
    11. 11. 4. 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 • Advertising• Social and digital media
    12. 12. 5. Involve Ambassadors as the Face of Your Campaign• Family and friends = top sources of information• Share positive messages across vast networks• People want to connect with similar people• Build pride and engagement in community
    13. 13. 6. Make a Splash with Your Campaign Launch• Engaging speaker• Giveaways• Ways to get involved• Local media• Social media during event
    14. 14. Joel Kotkin
    15. 15. 7. Get Creative to Find Your Niche Audience
    16. 16. 7 Tips on Launching Your Campaign1. Engage Your Business Community Early2. Determine the Image You Need to Convey3. Create an Exciting Brand Aimed at Consumers4. Build a Fully Integrated Marketing Campaign5. Involve Ambassadors as the Face of Your Brand6. Make a Splash with Your Campaign Launch7. Get Creative to Find Your Niche Audience

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