On the Horizon: Addressing a Looming Talent Shortage

January 22, 2013

7 Tips for Launching

Your Campaign@aboutdci, #talentattraction

Erin BodineTalent AttractionAccount Director

About DCIReno

Vermont

Wyoming

• 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

Work in the Triangle, Smarter from Any Angle.

Campaign

• Calgary leading Canada’s economic recovery

• Alberta expected to create 120,000 jobs over next decade

• Launched $1.5 million campaign in 2011

Calgary. Be Part of the Energy Campaign

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

…Including Working Closely with Your CVB/Tourism Board

Oil

Water

Usual Relationship Talent Attraction Relationship

CVB/Tourism Board wants to attract visitors

You want to attract future residents

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

Change Misperceptions

Amplify Advantages

Tell a Different Story

3. Create an Exciting Brand Aimed at Consumers

Companies and Decision Makers Skilled Professionals

Combined Brand for Two Audiences

4. 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

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

6. Make a Splash with Your Campaign Launch

• Engaging speaker• Giveaways• Ways to get involved• Local media• Social media during event

Joel Kotkin

7. Get Creative to Find Your Niche Audience

7 Tips on Launching Your Campaign

1. 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