1. On the Horizon:
Addressing a Looming Talent Shortage
7 Tips for
Launching
Your Campaign
@aboutdci, #talentattraction
January 22, 2013
Erin Bodine
Talent Attraction
Account Director

2. About DCI
Reno Wyoming
Vermont

3. Work in the Triangle,
Smarter from Any Angle.
Campaign
• 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

4. Calgary. Be Part of the Energy
Campaign
• Calgary leading Canada’s
economic recovery
• Alberta expected to create
120,000 jobs over next
decade
• Launched $1.5 million
campaign in 2011

5. 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

6. …Including Working Closely with Your
CVB/Tourism Board
Usual Relationship Talent Attraction Relationship
CVB/Tourism
Board wants
to attract
visitors
Oil
Water
You want to
attract
future
residents

7. 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

8. Change Amplify
Misperceptions Advantages

9. Tell a Different Story

10. 3. Create an Exciting Brand
Aimed at Consumers
Companies and Decision Makers Skilled Professionals
Combined Brand for Two Audiences

11. 4. Build a Fully Integrated
Marketing Campaign
• Brand, logo and tagline • PR and media relations
• Website • Giveaways
• Events • Marketing collateral
• Job fairs • Trade show booths
• Ambassador campaign • Advertising
• Social and digital media

14. 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

15. 6. Make a Splash with Your
Campaign Launch
• Engaging speaker
• Giveaways
• Ways to get involved
• Local media
• Social media during event

16. Joel Kotkin

17. 7. Get Creative to Find Your Niche
Audience

18. 7 Tips on Launching Your
Campaign
1. Engage Your Business Community Early
2. Determine the Image You Need to Convey
3. Create an Exciting Brand Aimed at Consumers
4. Build a Fully Integrated Marketing Campaign
5. Involve Ambassadors as the Face of Your Brand
6. Make a Splash with Your Campaign Launch
7. Get Creative to Find Your Niche Audience