talent attraction webinar: two communities talk talent
TRANSCRIPT
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
• 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
MissionTo promote West Michigan as a place where business thrives and people want to live and work.
VisionTo establish West Michigan as a nationally recognized destination for top 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 Connect444 Interns attended153 companies participated
• ReThink West Michigan 2012, 2013220 attendees20 hires
• Weekly Resume Packs503 sent157 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,
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
• ImaginePittsburghNeighbors
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
5What 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
Erin BodineDevelopment Counsellors InternationalDirector, Talent Attraction [email protected]
• Check out our blog series
• Download the eBookwww.aboutdci.com/talent-attraction
• Tell us about your campaign!
Q & A
THANK YOU
Meredith Fahey
Project Manager, Allegheny Conference
Cindy Brown
Executive Director, Hello West Michigan