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A look at what to do when you want to launch a campaign to attract talent to your community. Plus some interesting data on why people relocate to different cities and the best opportunity for your community on who to attract to your region.
Citation preview
Got Talent? Talent Flow Trends & Marketing Tools
Julie Curtin, EVP/Partner Chris Seals, DirectorDCI RDA Global@MarketingPlaces @TBD
Q: What Skill Set Do you Anticipate Your Community Needing Most Over the Next Five Years?
Text the CODE below to 22333
• Engineers – 149762• Bioscientists – 149765• Healthcare – 149768• Creative Talent – 149773• Production Technicians – 149791• Something Else – 149792
Q: Do you anticipate your community facing a talent shortage over the next five years?
Text a CODE to 22333
Yes – 149821No – 149901
Maybe? Not sure. - 149907
Current Global Talent Situation • Nearly half (49%) of U.S. employers are experiencing
difficulty filling mission-critical positions within their organizations.
• In 1991, less than half of U.S. jobs required skilled workers, but by 2015, more than 75% will require specialized skills.
• Despite continued high unemployment in US, companies are seeing a “skills mismatch” in certain industries.
Any City Can Attract & Retain Talent
Any City Can Attract & Retain Talent
Less than 80 km
80 to 320 km
321 to 803 km
804 km or more
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Family-related reasonEmployment-related reasonHousing-related reasonOther reason
Less than 50 Miles
50 – 200Miles
201 -500 Miles
Over 500 Miles
Reasons Workers Moved in 2010-2011
Less than 80 km
80 to 320 km
321 to 803 km
804 km or more
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Family-related reasonEmployment-related reasonHousing-related reasonOther reason
Any City Can Attract & Retain Talent
Three Critical Drivers
Less than 80 km
80 to 320 km
321 to 803 km
804 km or more
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Family-related reasonEmployment-related reasonHousing-related reasonOther reason
Any City Can Attract & Retain Talent
Family
Three Critical Drivers
Less than 80 km
80 to 320 km
321 to 803 km
804 km or more
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Family-related reasonEmployment-related reasonHousing-related reasonOther reason
Any City Can Attract & Retain Talent
Family
Three Critical Drivers
Housing &Quality of
Life
Less than 80 km
80 to 320 km
321 to 803 km
804 km or more
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Family-related reasonEmployment-related reasonHousing-related reasonOther reason
Any City Can Attract & Retain Talent
FamilyJob
Market
Three Critical Drivers
Housing &Quality of
Life
Keys to Success in Talent Attraction
1. Understand your market.
2. Align your strategy with industry clusters
3. Be strategic with limited resources.
Understand Your Market
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%
Mover Characteristics
Housing
Life Phase
CitizenshipEarnings & Income
Diversity
Others
Share of Workers who Moved 2010-2011
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%
Housing
Life Phase
CitizenshipEarnings & Income
Diversity
Others
Mover Characteristics
Share of Workers who Moved 2010-2011
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%
Life Phase
CitizenshipEarnings & Income
Diversity
Others
Mover Characteristics
Share of Workers who Moved 2010-2011
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%
CitizenshipEarnings & Income
Diversity
Others
Mover Characteristics
Share of Workers who Moved 2010-2011
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%
Earnings & IncomeDiversity
Others
Mover Characteristics
Share of Workers who Moved 2010-2011
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%
Diversity
Others
Mover Characteristics
Share of Workers who Moved 2010-2011
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%Others
Mover Characteristics
Share of Workers who Moved 2010-2011
Renter
Homeowner
Under Age 35
Over Age 35
Single
Married
Non US Citizens
Native US Citizens
Householder Income Under $50,000^
Householder Income Over $50,000^
Non-White
White
Male
Female
0% 10% 20% 30%
31%
7%
22%
10%
20%
10%
22%
15%
16%
10%
19%
14%
16%
15%
Mover Characteristics
Addressable Talent Market• Approximately 47 million US residents migrate annually.
• Almost 19 million are active in the labor force*
Employed Unemployed
Number Share Number ShareLabour Force 138,410 100% 14,458 100.%Non-Movers 122,473 89% 11,824 82%All Movers 15,937 12% 2,634 18%Local 10,609 8% 1,746 12%Short Distance 2,887 2.1% 370 2.6%Long-distance 1,002 0.7% 204 1.4%Interregional/International 1,439 1.0% 314 2.2%
*Students, minors, retirees, and non-participants comprise the remainder
6.2M
Inter-City Mobility by Occupation
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
3.1%3.2%3.2%
3.6%3.8%3.8%3.9%3.9%
4.3%4.5%
5.0%5.1%5.2%5.2%
5.9%6.4%6.4%
6.8%6.8%7.0%
7.7%9.4%
Average All Workers
4.7%
Source: ACS, Annual Average2005-2010
Workers Making an Inter-City Move*
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
261,842 124,869
161,253 272,508
324,470 123,165
831,573 332,095
484,581 280,546
94,908 211,712
119,656 177,018
800,542 68,999
232,764 334,910
27,912 69,665
475,562 162,882
*Annual Average 2005-2010
More Mobile
Source: ACS
Movers Filling Shortages
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
261,842 124,869
161,253 272,508
324,470 123,165
831,573 332,095
484,581 280,546
94,908 211,712
119,656 177,018
800,542 68,999
232,764 334,910
27,912 69,665
475,562 162,882
*Annual Average 2005-2010
Over 35%
25% - 34%15% - 24%
10% – 14%5% - 9%
Under 5%
Ratio: Vacancies to Labor Force
Source: ACS, RDA Global Job Vacancy Database
Mobile Talent Competition
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
261,842 124,869
161,253 272,508
324,470 123,165
831,573 332,095
484,581 280,546
94,908 211,712
119,656 177,018
800,542 68,999
232,764 334,910
27,912 69,665
475,562 162,882
*Annual Average 2005-2010
Mobile Talent Competition
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
261,842 124,869
161,253 272,508
324,470 123,165
831,573 332,095
484,581 280,546
94,908 211,712
119,656 177,018
800,542 68,999
232,764 334,910
27,912 69,665
475,562 162,882
*Annual Average 2005-2010
In-Demand withHigh Mobility
Mobile Talent Competition
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
261,842 124,869
161,253 272,508
324,470 123,165
831,573 332,095
484,581 280,546
94,908 211,712
119,656 177,018
800,542 68,999
232,764 334,910
27,912 69,665
475,562 162,882
*Annual Average 2005-2010
In-Demand withHigh Mobility
Highly Desirable +Good Mobility
Mobile Talent Competition
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
261,842 124,869
161,253 272,508
324,470 123,165
831,573 332,095
484,581 280,546
94,908 211,712
119,656 177,018
800,542 68,999
232,764 334,910
27,912 69,665
475,562 162,882
In-Demand withHigh Mobility
Highly Desirable +Good Mobility
In-Demand but Less Mobile
Mobile Talent Competition
Production Healthcare Support
Installation, Maintenance, and Repair Healthcare Practitioners and Technical
Transportation and Material Moving Protective Service
Office and Administrative Support Education, Training, and Library
Food Preparation and Serving Related Business and Financial Operations
Community and social services Building and Grounds Cleaning and Maintenance
Architecture and Engineering Computer and mathematical science
Sales and Related Life, Physical, and Social Science
Personal Care and Service Construction and Extraction
Farming, Fishing, and Forestry Legal
Management Arts, Design, Entertainment, Sports, and Media
261,842 124,869
161,253 272,508
324,470 123,165
831,573 332,095
484,581 280,546
94,908 211,712
119,656 177,018
800,542 68,999
232,764 334,910
27,912 69,665
475,562 162,882
*Annual Average 2005-2010
In-Demand withHigh Mobility
Highly Desirable +Good Mobility
In-Demand but Less Mobile
High Demand butNot Very Mobile
Addressable Market of STEM Workers
*Annual Average 2005-2010**2011
Pct. of Workers Making an Inter-City Move
STEM Group US Labor Force**
Movers*
S - Science Occupations 3,880,400 207,005
T - Technology Occupations 4,594,080 230,074
E - Engineering Occupations 2,495,380 123,446
M - Math Occupations 2,482,100 151,845
Non-STEM Occupations 114,826,790 5,261,061
Grand Total 128,278,750 5,973,431
Addressable Market of STEM Workers
*Annual Average 2005-2010**2011
Pct. of Workers Making an Inter-City Move
STEM Group US Labor Force**
Movers*
S - Science Occupations 3,880,400 207,005
T - Technology Occupations 4,594,080 230,074
E - Engineering Occupations 2,495,380 123,446
M - Math Occupations 2,482,100 151,845
Non-STEM Occupations 114,826,790 5,261,061
Grand Total 128,278,750 5,973,431
712,000 Movers Per
Year
13.4 M STEM
Workers
Mobility of STEM Workers
*Annual Average 2005-2010
Non-STEM Occupations
M - Math Occupations
E - Engineering Occupations
T - Technology Occupations
S - Science Occupations
4.6%
6.1%
4.9%
5.0%
5.3%
Average All Occupations
4.7%
Pct. of Workers Making an Inter-City Move
Creative Group Workers** Movers*
CC - Arts, Communications, and Entertainment
1,630,000 157,323
CC - Business & Managers
12,361,900 756,107
CC - Education and Social Services
11,169,010 491,916
CC - Engineering, Architecture, Math and Sciences
3,506,920 198,420
CC - Health
7,515,040 272,508
CC - Technology
4,052,290 208,389
Other Occupations - Non CC
88,043,590 3,888,768
Total
128,278,750 5,973,431
Addressable Market of Creative Class
*Annual Average 2005-2010**2011
Pct. of Workers Making an Inter-City Move
Creative Group Workers** Movers*
CC - Arts, Communications, and Entertainment
1,630,000 157,323
CC - Business & Managers
12,361,900 756,107
CC - Education and Social Services
11,169,010 491,916
CC - Engineering, Architecture, Math and Sciences
3,506,920 198,420
CC - Health
7,515,040 272,508
CC - Technology
4,052,290 208,389
Other Occupations - Non CC
88,043,590 3,888,768
Total
128,278,750 5,973,431
Addressable Market of Creative Class
*Annual Average 2005-2010**2011
Pct. of Workers Making an Inter-City Move
Over 2 Million Movers
Mobility of Creative Class
*Annual Average 2005-2010
Average All Occupations
4.7%
Pct. of Workers Making an Inter-City Move
Other Occupations - Non CC
CC - Health
CC - Education and Social Services
CC - Technology
CC - Engineering, Architecture, Math and Sciences
CC - Business & Managers
CC - Arts, Communications, and Entertainment
4.4%
3.6%
4.4%
5.1%
5.7%
6.1%
9.7%
5.2%
Average of Creative Class
Informing Your Talent Attraction & Retention Strategy:
Understand Your Market
1. Understand the needs of Local Employers – Occupations in Demand– Skills Required– Experience Level Needed
2. Understand Winning Sources of Skilled Workers– Where are you drawing workers from?– Do they meet the needs of your employers?
3. Understand your Competition– For workers leaving your city: Where are they going?– What are your critical talent flight risks? – Why are they leaving? | What strategies will work to retain them?
Houston Case Study
Informing Your Talent Attraction & Retention Strategy:
Understand Your Market
What is Houston’s Talent Market?
Houston
What is Houston’s Talent Market?
Houston
Sources:
TalentAttractionStrategies.comTalentflow Database
Based on Analysis of the American Community Survey
Its Free!
What is Houston’s Talent Market?
Houston
Houston is…..
• The 5th largest metro area in the US.
• Ranked 7th in the US for total talent attraction.
• Attracted 631,000 workers between 2005 and 2010
• Lost 441,000 workers in the same period
• Net gain of 190,000 workers.
What is Houston’s Talent Market?
Houston
Houston’s Industry Clusters• Energy• International Trade | Transportation & Distribution• Aerospace & Aviation• Life Sciences & Biotechnology• Corporate Headquarters• Manufacturing• Nanotechnology• Advanced Technologies
What is Houston’s Talent Market?
Houston
Houston’s Industry Clusters• Energy• International Trade | Transportation & Distribution• Aerospace & Aviation• Life Sciences & Biotechnology• Corporate Headquarters• Manufacturing• Nanotechnology• Advanced Technologies
6 out of 8 are STEM-
Dependent
Houston Talent Flow 2005-2010 Top 20 Source Cities
20. Killeen-Temple, TX19. Waco, TX
18. San Diego, CA17. Oklahoma City, OK
16. Baton Rouge, LA15. Lubbock, TX
14. Denver-Boulder, CO13. New York-Northeastern NJ
12. Los Angeles-Long Beach, CA11. Chicago-Gary-Lake, IL
10. McAllen-Edinburg-Pharr-Mission, TX9. Atlanta, GA
8. Washington, DC/MD/VA7. Beaumont-Port Arthur-Orange,TX
6. New Orleans, LA5. Bryan-College Station, TX
4. San Antonio, TX3. Galveston-Texas City, TX
2. Austin, TX1. Dallas-Fort Worth, TX
3,838 4,352 4,985 5,046 5,227 5,596 6,296 7,013 7,378 7,586 7,752 8,377 9,140 11,182
17,281 20,819 23,764
36,297 40,453
47,404
20. Miami-Fort Lauderdale-Pompano Beach, FL
18. San Diego, CA
16. Killeen-Temple, TX
14. San Francisco-Oakland-Vallejo, CA
12. Washington, DC/MD/VA
10. Other Metro Areas in Oklahoma
8. New York-Northeastern NJ
6. Los Angeles-Long Beach, CA
4. Austin, TX
2. New Orleans, LA
4,327 4,993 5,504 6,211 7,005 7,585 8,203 8,420 10,270 11,869 12,110 14,030
18,830 20,357 20,672 20,935
30,504 33,390
43,170 43,506
Top 20 Competitor Cities
Source: American Community Survey
Top Competitors by Net Migration Destination City
Out-Migration
In- Migration
Net Migration
Austin, TX 40,453 30,504 (9,949)Bryan-College Station, TX 20,819 14,030 (6,789)Dallas-Fort Worth, TX 47,404 43,506 (3,898)Galveston-Texas City, TX 36,297 33,390 (2,907)San Antonio, TX 23,764 20,935 (2,829)Jacksonville, NC 2,253 326 (1,927)Shreveport, LA 3,059 1,439 (1,620)Colorado Springs, CO 2,761 1,192 (1,569)Lubbock, TX 5,596 4,038 (1,558)Baltimore, MD 2,757 1,353 (1,404)Waco, TX 4,352 3,090 (1,262)Sarasota, FL 1,993 754 (1,239)West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)Tyler, TX 3,227 2,264 (963)Minneapolis-St.Paul, MN 3,253 2,328 (925)Lincoln, NE 1,156 400 (756)Reno, NV 913 166 (747)Salt Lake City-Ogden, UT 2,035 1,325 (710)SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)Columbia, SC 1,637 1,070 (567)
Top Competitors by Net Migration Destination City
Out-Migration
In- Migration
Net Migration
Austin, TX 40,453 30,504 (9,949)Bryan-College Station, TX 20,819 14,030 (6,789)Dallas-Fort Worth, TX 47,404 43,506 (3,898)Galveston-Texas City, TX 36,297 33,390 (2,907)San Antonio, TX 23,764 20,935 (2,829)Jacksonville, NC 2,253 326 (1,927)Shreveport, LA 3,059 1,439 (1,620)Colorado Springs, CO 2,761 1,192 (1,569)Lubbock, TX 5,596 4,038 (1,558)Baltimore, MD 2,757 1,353 (1,404)Waco, TX 4,352 3,090 (1,262)Sarasota, FL 1,993 754 (1,239)West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)Tyler, TX 3,227 2,264 (963)Minneapolis-St.Paul, MN 3,253 2,328 (925)Lincoln, NE 1,156 400 (756)Reno, NV 913 166 (747)Salt Lake City-Ogden, UT 2,035 1,325 (710)SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)Columbia, SC 1,637 1,070 (567)
Top 20 Cities Account for half
(48%) of all losses.
Top Competitors by Net Migration Destination City
Out-Migration
In- Migration
Net Migration
Austin, TX 40,453 30,504 (9,949)Bryan-College Station, TX 20,819 14,030 (6,789)Dallas-Fort Worth, TX 47,404 43,506 (3,898)Galveston-Texas City, TX 36,297 33,390 (2,907)San Antonio, TX 23,764 20,935 (2,829)Jacksonville, NC 2,253 326 (1,927)Shreveport, LA 3,059 1,439 (1,620)Colorado Springs, CO 2,761 1,192 (1,569)Lubbock, TX 5,596 4,038 (1,558)Baltimore, MD 2,757 1,353 (1,404)Waco, TX 4,352 3,090 (1,262)Sarasota, FL 1,993 754 (1,239)West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)Tyler, TX 3,227 2,264 (963)Minneapolis-St.Paul, MN 3,253 2,328 (925)Lincoln, NE 1,156 400 (756)Reno, NV 913 166 (747)Salt Lake City-Ogden, UT 2,035 1,325 (710)SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)Columbia, SC 1,637 1,070 (567)
Mostly to Other Cities in Texas (41% of losses)
Top Sources by Net Migration Source City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 17,281 43,170 25,889 Los Angeles-Long Beach, CA 7,378 20,672 13,294 New York-Northeastern NJ 7,013 18,830 11,817 Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175 San Francisco-Oakland-Vallejo, CA 3,216 8,203 4,987 Chicago-Gary-Lake, IL 7,586 11,869 4,283 Killeen-Temple, TX 3,838 7,005 3,167 Riverside-San Bernadino, CA 2,405 4,993 2,588 Lafayette, LA 2,130 4,269 2,139 El Paso, TX 1,619 3,670 2,051 Brownsville - Harlingen-San Benito, TX 2,149 4,184 2,035 Jacksonville, FL 830 2,760 1,930 Birmingham, AL 196 1,903 1,707 Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563 Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544 Detroit, MI 1,361 2,882 1,521 Jackson, MS 436 1,927 1,491 Little Rock-North Little Rock, AR 906 2,339 1,433 San Jose, CA 1,175 2,593 1,418 Odessa, TX 1,930 3,282 1,352
Top Sources by Net Migration Source City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 17,281 43,170 25,889 Los Angeles-Long Beach, CA 7,378 20,672 13,294 New York-Northeastern NJ 7,013 18,830 11,817 Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175 San Francisco-Oakland-Vallejo, CA 3,216 8,203 4,987 Chicago-Gary-Lake, IL 7,586 11,869 4,283 Killeen-Temple, TX 3,838 7,005 3,167 Riverside-San Bernadino, CA 2,405 4,993 2,588 Lafayette, LA 2,130 4,269 2,139 El Paso, TX 1,619 3,670 2,051 Brownsville - Harlingen-San Benito, TX 2,149 4,184 2,035 Jacksonville, FL 830 2,760 1,930 Birmingham, AL 196 1,903 1,707 Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563 Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544 Detroit, MI 1,361 2,882 1,521 Jackson, MS 436 1,927 1,491 Little Rock-North Little Rock, AR 906 2,339 1,433 San Jose, CA 1,175 2,593 1,418 Odessa, TX 1,930 3,282 1,352
Top 20 Source Cities Account
for over a quarter of
in-migration (28%)
Top Sources by Net Migration Source City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 17,281 43,170 25,889 Los Angeles-Long Beach, CA 7,378 20,672 13,294 New York-Northeastern NJ 7,013 18,830 11,817 Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175 San Francisco-Oakland-Vallejo, CA 3,216 8,203 4,987 Chicago-Gary-Lake, IL 7,586 11,869 4,283 Killeen-Temple, TX 3,838 7,005 3,167 Riverside-San Bernadino, CA 2,405 4,993 2,588 Lafayette, LA 2,130 4,269 2,139 El Paso, TX 1,619 3,670 2,051 Brownsville - Harlingen-San Benito, TX 2,149 4,184 2,035 Jacksonville, FL 830 2,760 1,930 Birmingham, AL 196 1,903 1,707 Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563 Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544 Detroit, MI 1,361 2,882 1,521 Jackson, MS 436 1,927 1,491 Little Rock-North Little Rock, AR 906 2,339 1,433 San Jose, CA 1,175 2,593 1,418 Odessa, TX 1,930 3,282 1,352
Mainly from outside of
Texas
Top Sources for STEMWhat is Houston’s Best Market for STEM Talent?
A. Silicon Valley?
B. Research Triangle?
C. Detroit?
D. Boston?
E. Other Texas Cities?
Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562 Austin, TX 3,484 5,563 2,079 New York-Northeastern NJ 1,488 3,142 1,654 Bryan-College Station, TX 810 2,337 1,527 San Francisco-Oakland-Vallejo, CA 537 1,949 1,412 Baton Rouge, LA 506 1,737 1,231 Oklahoma City, OK 1,164 2,320 1,156 Los Angeles-Long Beach, CA 1,074 2,191 1,117 Lafayette, LA 76 1,057 981 Beaumont-Port Arthur-Orange,TX 742 1,715 973 San Jose, CA 204 995 791 Orlando, FL 120 827 707 Riverside-San Bernadino, CA 84 777 693 Jacksonville, FL 59 658 599 Kansas City, MO/KS 56 580 524 Killeen-Temple, TX 199 576 377 Baltimore, MD 170 445 275 Sacramento, CA 60 333 273 Nashville, TN 207 475 268 Jackson, MS 181 427 246
Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562 Austin, TX 3,484 5,563 2,079 New York-Northeastern NJ 1,488 3,142 1,654 Bryan-College Station, TX 810 2,337 1,527 San Francisco-Oakland-Vallejo, CA 537 1,949 1,412 Baton Rouge, LA 506 1,737 1,231 Oklahoma City, OK 1,164 2,320 1,156 Los Angeles-Long Beach, CA 1,074 2,191 1,117 Lafayette, LA 76 1,057 981 Beaumont-Port Arthur-Orange,TX 742 1,715 973 San Jose, CA 204 995 791 Orlando, FL 120 827 707 Riverside-San Bernadino, CA 84 777 693 Jacksonville, FL 59 658 599 Kansas City, MO/KS 56 580 524 Killeen-Temple, TX 199 576 377 Baltimore, MD 170 445 275 Sacramento, CA 60 333 273 Nashville, TN 207 475 268 Jackson, MS 181 427 246
Key Markets:
Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562 Austin, TX 3,484 5,563 2,079 New York-Northeastern NJ 1,488 3,142 1,654 Bryan-College Station, TX 810 2,337 1,527 San Francisco-Oakland-Vallejo, CA 537 1,949 1,412 Baton Rouge, LA 506 1,737 1,231 Oklahoma City, OK 1,164 2,320 1,156 Los Angeles-Long Beach, CA 1,074 2,191 1,117 Lafayette, LA 76 1,057 981 Beaumont-Port Arthur-Orange,TX 742 1,715 973 San Jose, CA 204 995 791 Orlando, FL 120 827 707 Riverside-San Bernadino, CA 84 777 693 Jacksonville, FL 59 658 599 Kansas City, MO/KS 56 580 524 Killeen-Temple, TX 199 576 377 Baltimore, MD 170 445 275 Sacramento, CA 60 333 273 Nashville, TN 207 475 268 Jackson, MS 181 427 246
Key Markets:1. California
Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562 Austin, TX 3,484 5,563 2,079 New York-Northeastern NJ 1,488 3,142 1,654 Bryan-College Station, TX 810 2,337 1,527 San Francisco-Oakland-Vallejo, CA 537 1,949 1,412 Baton Rouge, LA 506 1,737 1,231 Oklahoma City, OK 1,164 2,320 1,156 Los Angeles-Long Beach, CA 1,074 2,191 1,117 Lafayette, LA 76 1,057 981 Beaumont-Port Arthur-Orange,TX 742 1,715 973 San Jose, CA 204 995 791 Orlando, FL 120 827 707 Riverside-San Bernadino, CA 84 777 693 Jacksonville, FL 59 658 599 Kansas City, MO/KS 56 580 524 Killeen-Temple, TX 199 576 377 Baltimore, MD 170 445 275 Sacramento, CA 60 333 273 Nashville, TN 207 475 268 Jackson, MS 181 427 246
Key Markets:1. California2. Gulf Coast
Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562 Austin, TX 3,484 5,563 2,079 New York-Northeastern NJ 1,488 3,142 1,654 Bryan-College Station, TX 810 2,337 1,527 San Francisco-Oakland-Vallejo, CA 537 1,949 1,412 Baton Rouge, LA 506 1,737 1,231 Oklahoma City, OK 1,164 2,320 1,156 Los Angeles-Long Beach, CA 1,074 2,191 1,117 Lafayette, LA 76 1,057 981 Beaumont-Port Arthur-Orange,TX 742 1,715 973 San Jose, CA 204 995 791 Orlando, FL 120 827 707 Riverside-San Bernadino, CA 84 777 693 Jacksonville, FL 59 658 599 Kansas City, MO/KS 56 580 524 Killeen-Temple, TX 199 576 377 Baltimore, MD 170 445 275 Sacramento, CA 60 333 273 Nashville, TN 207 475 268 Jackson, MS 181 427 246
Key Markets:1. California2. Gulf Coast3. NYC
Top Sources for STEMCity Out-Migration In-Migration Net MigrationNew Orleans, LA 1,514 5,076 3,562 Austin, TX 3,484 5,563 2,079 New York-Northeastern NJ 1,488 3,142 1,654 Bryan-College Station, TX 810 2,337 1,527 San Francisco-Oakland-Vallejo, CA 537 1,949 1,412 Baton Rouge, LA 506 1,737 1,231 Oklahoma City, OK 1,164 2,320 1,156 Los Angeles-Long Beach, CA 1,074 2,191 1,117 Lafayette, LA 76 1,057 981 Beaumont-Port Arthur-Orange, TX 742 1,715 973 San Jose, CA 204 995 791 Orlando, FL 120 827 707 Riverside-San Bernardino, CA 84 777 693 Jacksonville, FL 59 658 599 Kansas City, MO/KS 56 580 524 Killeen-Temple, TX 199 576 377 Baltimore, MD 170 445 275 Sacramento, CA 60 333 273 Nashville, TN 207 475 268 Jackson, MS 181 427 246
Key Markets:1. California2. Gulf Coast3. NYC4. Austin-College Station
Top Sources for Intl. Trade & Mfg.What is Houston’s best market production and transportation occupations?
A. Southern California?
B. Chicago?
C. New Orleans?
D. Other Texas Cities?
Top Sources for Intl. Trade + Mfg.* City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 1,679 5,824 4,145 Los Angeles-Long Beach, CA 552 3,616 3,064 Chicago-Gary-Lake, IL 268 1,492 1,224 New York-Northeastern NJ 602 1,708 1,106 San Diego, CA 166 1,249 1,083 Dallas-Fort Worth, TX 4,426 5,184 758 Washington, DC/MD/VA 559 1,177 618 Beaumont-Port Arthur-Orange,TX 1,985 2,462 477 Riverside-San Bernadino, CA 585 1,031 446 San Francisco-Oakland-Vallejo, CA 137 549 412 Atlanta, GA 386 777 391 Brownsville - Harlingen-San Benito, TX 223 593 370 Baton Rouge, LA 300 642 342 Nashville, TN 82 412 330 Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295 Killeen-Temple, TX 512 796 284 Phoenix, AZ 99 383 284 Amarillo, TX 97 377 280 Tacoma, WA 81 351 270 Springfield, MO 70 336 266
*Includes Production and Transportation Occupations
Top Sources for Intl. Trade + Mfg.* City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 1,679 5,824 4,145 Los Angeles-Long Beach, CA 552 3,616 3,064 Chicago-Gary-Lake, IL 268 1,492 1,224 New York-Northeastern NJ 602 1,708 1,106 San Diego, CA 166 1,249 1,083 Dallas-Fort Worth, TX 4,426 5,184 758 Washington, DC/MD/VA 559 1,177 618 Beaumont-Port Arthur-Orange,TX 1,985 2,462 477 Riverside-San Bernadino, CA 585 1,031 446 San Francisco-Oakland-Vallejo, CA 137 549 412 Atlanta, GA 386 777 391 Brownsville - Harlingen-San Benito, TX 223 593 370 Baton Rouge, LA 300 642 342 Nashville, TN 82 412 330 Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295 Killeen-Temple, TX 512 796 284 Phoenix, AZ 99 383 284 Amarillo, TX 97 377 280 Tacoma, WA 81 351 270 Springfield, MO 70 336 266
*Includes Production and Transportation Occupations
Key Markets:
Top Sources for Intl. Trade + Mfg.* City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 1,679 5,824 4,145 Los Angeles-Long Beach, CA 552 3,616 3,064 Chicago-Gary-Lake, IL 268 1,492 1,224 New York-Northeastern NJ 602 1,708 1,106 San Diego, CA 166 1,249 1,083 Dallas-Fort Worth, TX 4,426 5,184 758 Washington, DC/MD/VA 559 1,177 618 Beaumont-Port Arthur-Orange,TX 1,985 2,462 477 Riverside-San Bernadino, CA 585 1,031 446 San Francisco-Oakland-Vallejo, CA 137 549 412 Atlanta, GA 386 777 391 Brownsville - Harlingen-San Benito, TX 223 593 370 Baton Rouge, LA 300 642 342 Nashville, TN 82 412 330 Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295 Killeen-Temple, TX 512 796 284 Phoenix, AZ 99 383 284 Amarillo, TX 97 377 280 Tacoma, WA 81 351 270 Springfield, MO 70 336 266
*Includes Production and Transportation Occupations
Key Markets:1. S. California
Top Sources for Intl. Trade + Mfg.* City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 1,679 5,824 4,145 Los Angeles-Long Beach, CA 552 3,616 3,064 Chicago-Gary-Lake, IL 268 1,492 1,224 New York-Northeastern NJ 602 1,708 1,106 San Diego, CA 166 1,249 1,083 Dallas-Fort Worth, TX 4,426 5,184 758 Washington, DC/MD/VA 559 1,177 618 Beaumont-Port Arthur-Orange,TX 1,985 2,462 477 Riverside-San Bernadino, CA 585 1,031 446 San Francisco-Oakland-Vallejo, CA 137 549 412 Atlanta, GA 386 777 391 Brownsville - Harlingen-San Benito, TX 223 593 370 Baton Rouge, LA 300 642 342 Nashville, TN 82 412 330 Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295 Killeen-Temple, TX 512 796 284 Phoenix, AZ 99 383 284 Amarillo, TX 97 377 280 Tacoma, WA 81 351 270 Springfield, MO 70 336 266
*Includes Production and Transportation Occupations
Key Markets:1. S. California2. Dallas & Beaumont
Top Sources for Intl. Trade + Mfg.* City
Out-Migration
In-Migration
Net Migration
New Orleans, LA 1,679 5,824 4,145 Los Angeles-Long Beach, CA 552 3,616 3,064 Chicago-Gary-Lake, IL 268 1,492 1,224 New York-Northeastern NJ 602 1,708 1,106 San Diego, CA 166 1,249 1,083 Dallas-Fort Worth, TX 4,426 5,184 758 Washington, DC/MD/VA 559 1,177 618 Beaumont-Port Arthur-Orange,TX 1,985 2,462 477 Riverside-San Bernadino, CA 585 1,031 446 San Francisco-Oakland-Vallejo, CA 137 549 412 Atlanta, GA 386 777 391 Brownsville - Harlingen-San Benito, TX 223 593 370 Baton Rouge, LA 300 642 342 Nashville, TN 82 412 330 Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295 Killeen-Temple, TX 512 796 284 Phoenix, AZ 99 383 284 Amarillo, TX 97 377 280 Tacoma, WA 81 351 270 Springfield, MO 70 336 266
*Includes Production and Transportation Occupations
Key Markets:1. S. California2. Dallas & Beaumont3. Chicago
Flight Risk & Retention
*Includes Production and Transportation Occupations
OccupationLosses
2005-2010Retention
RateArts, Design, Entertainment, Sports, and Media Occupations 9,969 58%Management Occupations 40,297 70%Community and social services occupations 5,336 75%Legal Occupations 4,534 75%Personal Care and Service Occupations 16,134 76%Sales and Related Occupations 59,971 78%Construction and Extraction Occupations 32,495 79%Life, Physical, and Social Science Occupations 5,288 79%Business and Financial Operations Occupations 19,979 82%Computer and mathematical science occupations 11,241 83%Food Preparation and Serving Related Occupations 35,456 83%Healthcare Practitioners and Technical Occupations 19,607 85%Education, Training, and Library Occupations 23,686 86%Building and Grounds Cleaning and Maintenance Occupations 9,895 86%Architecture and Engineering Occupations 10,683 86%Protective Service Occupations 8,324 86%Office and Administrative Support Occupations 54,229 87%Healthcare Support Occupations 7,712 87%Installation, Maintenance, and Repair Occupations 12,673 89%Production Occupations 15,209 91%
Flight Risk & Retention
*Includes Production and Transportation Occupations
OccupationLosses
2005-2010Retention
RateArts, Design, Entertainment, Sports, and Media Occupations 9,969 58%Management Occupations 40,297 70%Community and social services occupations 5,336 75%Legal Occupations 4,534 75%Personal Care and Service Occupations 16,134 76%Sales and Related Occupations 59,971 78%Construction and Extraction Occupations 32,495 79%Life, Physical, and Social Science Occupations 5,288 79%Business and Financial Operations Occupations 19,979 82%Computer and mathematical science occupations 11,241 83%Food Preparation and Serving Related Occupations 35,456 83%Healthcare Practitioners and Technical Occupations 19,607 85%Education, Training, and Library Occupations 23,686 86%Building and Grounds Cleaning and Maintenance Occupations 9,895 86%Architecture and Engineering Occupations 10,683 86%Protective Service Occupations 8,324 86%Office and Administrative Support Occupations 54,229 87%Healthcare Support Occupations 7,712 87%Installation, Maintenance, and Repair Occupations 12,673 89%Production Occupations 15,209 91%
Houston Case Study• Attraction opportunity:
• Los Angeles • NYC • San Francisco Bay Area• Chicago • Louisiana Cities
• Retention focus:• Austin• Dallas-Ft. Worth
• STEM• Transportation + Production• Business & Financial• General Attraction
• STEM• Management• Arts, Design, Communications
Houston Case StudyPotential Attraction Strategies• Strengthen Houston market position
& brand in target cities
• Targeted marketing via professional networks for STEM occupations
• Provide strategic intelligence for larger Houston employers in target industry clusters
• Social network marketing to hometown Houstonians
Potential Retention Strategies• Increase home ownership, esp.
among creative workers in households under $50k
• Leverage Houston’s high diversity & retain internationals.
• Insure strong professional & management development as part of Houston’s industry cluster strategies.
Six Steps for Designing a Talent Attraction Campaign
1. Engage Business Community Early.2. Understand your market.3. Create A Brand for Campaign.4. Launch a Talent Portal/Microsite.5. Build a Fully Integrated Campaign.6. Involve Ambassadors as Face of Campaign.
1. Engage Your Business Community Early
• In-person• Surveys• Industry associations• HR managers• Universities• Offer value• Get financial support• Engage regional
partners
…Including Working Closely with Your CVB
Oil
Water
Usual Relationship Talent Attraction Relationship
CVB wants to attract visitors
You want to attract future residents
2. Understand the Market
• Survey skilled workers• Focus on recent transplants• Identify strengths of community• Uncover weaknesses• Understand how audience gets information• Build brand around findings• Reinforce positive assets
Sources of Information about Research Triangle, Prior to Moving Here
3.09 2.92 2.91 2.76 2.572.35
1.45
1
2
3
4
5
Friends Family Rankings Other Workcolleagues
Articles innewspapers/magazines
Social mediasites
Based on mean score on a scale of 1 (Not at all influential) – 5 (Extremely influential)
*Based on 254 respondents
Change Misperceptions
Amplify Advantages
3. Create a Brand Aimed at Consumers
4. Launch a Talent Portal/Microsite
1. Serves as a regional source for prospective job seekers;
2. Serves as a go-to-site for local networking, and Digital Ambassadors;
3. Serves as a one-stop-shop for local HR managers, recruiters, and current talent.
Talent Portals/Microsites
A few sites for review: • www.WorkintheTriangle.com
• www.WeAreNYTech.com• www.WorkinLou.com
• www.RichmondJobNet.com• www.LiveWorkPortland.org
• www.HelloWestMichigan.com
5. Build a Fully Integrated Marketing Campaign
• Brand, logo and tagline• Website• Events• Job fairs• Ambassador campaign• Social and digital media
• PR and media relations
• Giveaways
• Marketing collateral
• Trade show booths
• Advertising
Joel Kotkin
6. Involve Ambassadors as the Face of Your Campaign
• Family and friends = top sources of information
• People want to connect with similar people
• Build pride and engagement in community
• Launch a Digital Ambassador program
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“Now that the world is flat, talent can reside anywhere, work anytime and live anyplace, and they can be managed globally. Talent is in the driver’s seat today, not the employer.”
Celia Harper-Guerra, Senior Vice President Talent Acquisition and Talent Development, Allscripts
For More Information on Talent Attraction
TalentAttractionStrategies.comAboutDCI.com