Global talent shortages are a growing problem, with 36% of employers reporting difficulty filling jobs. Specialized skills are increasingly important, with over 75% of jobs requiring them by 2015 compared to less than 50% in 1991. Talent attraction campaigns aim to address these shortages by researching skills needs, marketing regions to potential workers, and having long-term strategic patience as changing demographics and job markets. Successful campaigns engage employers, collaborate with partners, and focus messaging on niche audiences.

2. Global Talent Situation
• 36% of global employers report difficulty
filling jobs (40% in U.S.)
• In 2015, more than 75% of jobs will
required specialized skills; in 1991, less
than 50% did
• Current global talent shortage worries
multinationals more than revolution or
recession

3. Best Practices in Talent

4. MEET THE PANELISTS
Meredith Fahey, Project Manager
Allegheny Conference on
Community Development
Cindy Brown, Executive Director
Hello West Michigan
Moderated by:
Erin Bodine, Account Director
Talent Attraction Services
Development Counsellors International

5. FIVE QUESTIONS
#econdev, @AboutDCI
Q:

6. Why did you launch
your campaign?
1

8. Mission
To promote West Michigan as a place where
business thrives and people want to live and work.
Vision
To establish West Michigan as a nationally
recognized destination for top talent.
• Started in 2007, website in 2010
• Started with large employers
– Chief Information Officer Council
– Market competitors at the table
• Employer driven
• Only organization like it in the country

10. Goals of the Campaign
• Showcase Pittsburgh region’s highly
diversified economy
• Fill job supply and demand gap by
connecting job seekers to careers
• Make Pittsburgh’s job market transparent
• Provide users with enough information to
intrigue them about Pittsburgh region

11. What are two tips or best
practices you have
employed in your talent
attraction campaign?
2

12. Build on foundation of solid research
– Spent entire year doing
market research on mid-career
talent’s needs for
life and career
– Researched best, most
comprehensive way to
aggregate job openings,
partnered with state

13. Focus on niche audiences
– Began with focus on
mid-career talent, but
now use platform for
our other talent
initiatives
– New veterans initiative,
Service to Opportunity
“powered by
ImaginePittsburgh.com”

14. Focus on niche audiences
• West Michigan Intern Connect
444 Interns attended
153 companies participated
• ReThink West Michigan 2012, 2013
220 attendees
20 hires
• Weekly Resume Packs
503 sent
157 hired

15. Trailing significant other program
• Receive candidates from members, organizations, contacts
• 20 – 30 minute phone conversation, focusing on family’s
needs in new community
• Send out resume, notes to companies when they apply
• Offer networking events like Hello Connections
• Recommend other contacts for them based on interests
• Follow up

16. Balance roles of marketing
community, jobs and companies
• Website is hub of
regional information
– Schools
– Neighborhoods
– Recreational
activities
– Arts & culture
– Resources

17. Balance roles of marketing
community, jobs and companies
• Unique job portal
spotlights members
– Employment brand
– Overview of all
career opportunities
– Featured job
openings
– Links to career
page, Facebook,
LinkedIn

18. What is the most creative
or unique element of your
campaign?
3

19. Why Are We Unique?
• Campaign?
• Program?
• Organization
– Sole focus
– Niche audience
– Employer driven
– Personal approach

20. Creative and Innovative Aspects of
ImaginePittsburgh.com
• Job aggregator
• Complete
integration of blog
and social media
into the site
• ImaginePittsburgh
Neighbors

21. What is the biggest
challenge you’ve faced
– and how did you
address it?
4

22. Biggest Challenge
• Realizing you can’t be everything to
everyone
• Focus on mission and vision
• Learn about other organizations that fill
gaps you don’t have

23. Biggest Challenge
• Determining
sponsorship model
• Measurement and
retention strategies

24. 5
What are the three key
things that every talent
attraction campaign
should be sure to do?

25. 1. Do the research: Know exactly the
workforce demand in your region and then
target talent accordingly
2. Market, market, market: Once the
campaign is launched, it is crucial to market it.
Through earned media, paid media, digital re-targeting
and social media
3. Have a long-term strategy…and patience:
Talent campaigns are hard to quantify and
change happens slowly

26. 1. Active employer involvement (including
market competitors)
2. Collaboration with partners
– Economic developers
– CVBs
– Chambers of Commerce
– Employer associations
3. Focus on a niche audience

27. • Check out our blog series
• Download the eBook
www.aboutdci.com/talent-attraction
• Tell us about your campaign!
Erin Bodine
Development Counsellors International
Director, Talent Attraction Services
erin.bodine@aboutdci.com

28. Q & A

29. THANK YOU
Meredith Fahey
Project Manager, Allegheny Conference
mfahey@alleghenyconference.org
Cindy Brown
Executive Director, Hello West Michigan
brownc@hellowestmichigan.com