How do you attract talent to your region? This presentation takes a look at six tips from two cities who have recently launched talent campaigns to help attract workers to live and work in their cities.

1. A Talent Attraction Crash Course
for
Economic Developers
6 Tips from 2
Cities on
Launching
Your Campaign
@aboutdci, #AttractTalent
August 30, 2012

2. Presenters
Moderator: Panelist: Panelist:
Erin Bodine Jennifer Bosser Mary Moran
Talent Attraction Assistant Executive Vice President, Marketing
Account Director Director & Communications

3. About DCI
Reno Wyoming
Vermont

4. Current Global Talent Situation
• Nearly half (49%) of U.S. employers are
experiencing difficulty filling mission-critical
positions within their organizations.
• Canada faces a dearth of professionals in the ICT
sector, which had job growth of 30% in the year
leading up to June 2010, the height of the recession.
• The current global talent shortage worries
multinationals more than revolution or recession.

5. 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

6. 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, or 384,000
people
• Launched in May 9, 2012, as
part of a five-year initiative

7. 6 Tips
from
2 Cities

8. 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

9. …Including Working Closely with Your
CVB/Tourism Board
Usual Relationship Talent Attraction Relationship
CVB/Tourism
Board wants
to attract
visitors
Oil
Water
You want to
attract
future
residents

10. 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

11. Change Amplify
Misperceptions Advantages

12. Tell a Different Story

13. 3. Create an Exciting Brand
Aimed at Consumers
Companies and Decision Makers Skilled Professionals
Combined Brand for Two Audiences

14. Branding Challenges

15. 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

18. 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

19. 6. Make a Splash with Your
Campaign Launch
• Engaging speaker
• Giveaways
• Ways to get involved
• Local media
• Social media during event

20. Joel Kotkin

21. 6 Tips from 2 Cities
1. Engage Your Business Community Early
2. Determine the Image You Need to Convey
3. Create an Exciting Brand Aimed at Consumers
4. Build a Fully Integrated Marketing Campaign
5. Involve Ambassadors as the Face of Your Brand
6. Make a Splash with Your Campaign Launch

22. Thank You!
• Presentation will be posted on a blog
tomorrow at www.aboutdci.com/blog
• Email Erin on the talent attraction topic you’d
like to see covered in DCI’s next “Let’s Talk
Talent” Webinar
• Contact information:
erin.bodine@aboutdci.com
jbosser@raleighchamber.org
mmoran@calgaryeconomicdevelopment.com

23. Q&A