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Talent Attraction Webinar: Two Communities Talk Talent
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
Best Practices in Talent
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
FIVE QUESTIONS 
#econdev, @AboutDCI 
Q:
Why did you launch 
your campaign? 
1
Talent Attraction Webinar: Two Communities Talk Talent
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
Talent Attraction Webinar: Two Communities Talk Talent
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
What are two tips or best 
practices you have 
employed in your talent 
attraction campaign? 
2
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
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”
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
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
Balance roles of marketing 
community, jobs and companies 
• Website is hub of 
regional information 
– Schools 
– Neighborhoods 
– Recreational 
activities 
– Arts & culture 
– Resources
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
What is the most creative 
or unique element of your 
campaign? 
3
Why Are We Unique? 
• Campaign? 
• Program? 
• Organization 
– Sole focus 
– Niche audience 
– Employer driven 
– Personal approach
Creative and Innovative Aspects of 
ImaginePittsburgh.com 
• Job aggregator 
• Complete 
integration of blog 
and social media 
into the site 
• ImaginePittsburgh 
Neighbors
What is the biggest 
challenge you’ve faced 
– and how did you 
address it? 
4
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
Biggest Challenge 
• Determining 
sponsorship model 
• Measurement and 
retention strategies
5 
What are the three key 
things that every talent 
attraction campaign 
should be sure to do?
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
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
• 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
Q & A
THANK YOU 
Meredith Fahey 
Project Manager, Allegheny Conference 
mfahey@alleghenyconference.org 
Cindy Brown 
Executive Director, Hello West Michigan 
brownc@hellowestmichigan.com

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Talent Attraction Webinar: Two Communities Talk Talent

  • 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
  • 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
  • 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