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TRANSCRIPT
THINK•MAKE•HAPPEN IN WISCONSIN
25 TOOLS TO ADD TO YOUR TALENT ATTRACTION
AND RETENTION TOOL BOX
®
Tricia Braun
Deputy Secretary/COO
Wisconsin Economic Development Corporation
Rebecca Deschane
Talent Initiatives Director
Wisconsin Economic Development Corporation /
UW System
Errin Welty
Downtown Development Account Manager
Wisconsin Economic Development Corporation
BRAND PLATFORM
Think-Make-HappenIn Wisconsin
PLANK 1
Millennials (Midwest)
PLANK 2
Alumni
PLANK 3
Transitioning Veterans/Families
MESSAGE HIERARCHY
Midwest Millennials
PILLARS▪Geographic Focus
▪ Primary: Chicago (to Illinois Border)
▪ Family▪ The average age to start a family is 26.5 years old
▪ Starting in a family is the number two reason a Millennial moves
▪Cost of Living▪ Millennials are seeking a richer life defined by the ability to do more and
have more
▪Cost and Quality of Housing▪ Housing costs in Chicago are very high compared to Wisconsin
▪ You can have a real home here
▪Commute Time/Loss of Opportunity▪ Chicago has the worst commute times in the country
▪ Millennials are missing out on many parts of life due to long commutes
▪ Wisconsin has short commute times and a wealth of activities to offer
PHASE 1
▪Paid Media Impressions: 467,995,511
▪Social Media Impressions: 28,540,228
▪Nationwide Earned Media▪ Chicago Tribune
▪ Wall Street Journal
▪ NPR’s Marketplace
▪ CNBC
▪ PBS News Hour
▪Website Visits: 304,712▪ Regional Quality of Life Map Interactions:
6,855
▪ Home Searches: 3,998
▪ Job Searches: 3,593
PHASE 1 RESULTS
▪Improved perception of Wisconsin as
“Evolving and Improving” (+8 percentage points)
▪Improved perception of Wisconsin offering
attractive “Cultural Activities” (+8 percentage points)
▪Improved perception of Wisconsin’s “Work Life
Balance” (+4 percentage points)
▪Increased likelihood to consider moving to
Wisconsin (+5.6 percentage points)
PHASE 1 PERCEPTION OUTCOMES
FY19 NEW MARKETS
13 Midwest Metros
▪Density of target market
▪Industry types
▪Cost of living/quality of life factors
▪Migration patterns
C6. How likely are you to consider moving to another state for a job opportunity?
Likelihood to Consider Moving to Another State for Job Opportunity
Individuals in St. Louis (St. Louis), Chicago (Cook), Champaign (Champaign) and Detroit (Wayne) counties were most likely to consider moving to another state for a job opportunity. This metric is inline with previous research conducted with Millennials.
n=1402Bold indicates significance
Total SampleSt. Louis (St.
Louis)Chicago (Cook)
Champaign (Champaign)
Detroit (Wayne)
Indianapolis (Marion)
Columbus (Franklin)
Cincinnati (Hamilton)
Minneapolis (Hennepin)
Des Moines (Polk)
Grand Rapids (Kent)
Rockford (Winnebago)
Flint (Genesee)
South Bend (St. Joseph)
St. Paul (Ramsey)
Top 2 Box 63% 74% 72% 71% 70% 66% 64% 61% 60% 59% 59% 56% 56% 56% 50%
Very likely 27% 28% 30% 33% 35% 37% 28% 25% 21% 21% 22% 28% 20% 16% 21%
Somewhat likely 36% 46% 42% 38% 35% 29% 36% 36% 39% 38% 37% 28% 36% 40% 29%
Not very likely 23% 20% 20% 22% 23% 19% 17% 23% 24% 21% 28% 32% 26% 20% 30%
Not at all likely 14% 6% 8% 7% 7% 15% 19% 16% 16% 20% 13% 12% 19% 24% 20%
Bottom 2 Box 37% 26% 28% 29% 30% 34% 36% 39% 40% 41% 41% 44% 44% 44% 50%
Base 1402 50 151 45 150 150 150 135 150 76 100 50 70 45 80
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Gray denotes ‘Research Only’ markets
Quality of lifeWork-life
balance
Career
opportunitiesLow crime rate
Educational
opportunities
Low cost of
living
Evolving and
improving
Outdoor
activitiesRaise a family
Preserves
natural
resources
Good weatherCultural
activities
Total Sample Importance
Attributes deemed most important included quality of life, work-life balance, career opportunities, and low crime rate. While these factors rose to
the top, Millennials placed importance on all of the attributes tested.
n=1402Bold indicates significance
93% 93% 92%90%
88% 87% 86% 86% 85%83% 83%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q2. When it comes to selecting a state in which you decide to live and work, please indicate how much you agree or disagree with the following statements.
(Top 3 Box) Somewhat Agree, Agree, Strongly Agree
Outdoor
activities
Preserves
natural
resources
Raise a family Quality of lifeLow cost of
livingLow crime rate
Educational
opportunities
Work-life
balance
Career
opportunities
Cultural
activities
Evolving and
improvingGood weather
Total Sample Perceptions
Millennials were most likely to agree that Wisconsin offers a variety of outdoor activities to enjoy (64% agreed), protects and preserves its natural
resources (58% agreed), is a great place to raise a family (57% agreed), and provides a good quality of life for its citizens (56% agreed).
n=1402Bold indicates significance
64%
58% 57% 56%53% 53%
48% 47%46% 45%
41%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q4. Please indicate how much you agree or disagree with the following statements about Wisconsin. Attributes Sorted from Highest Performance to Lowest
(Top 3 Box) Somewhat Agree, Agree, Strongly Agree
Quality of lifeWork-life
balance
Career
opportunitiesLow crime rate
Educational
opportunities
Low cost of
living
Evolving and
improving
Outdoor
activitiesRaise a family
Preserves
natural
resources
Good weatherCultural
activities
GAP -37% -45% -46% -37% -39% -33% -45% -21% -28% -25% -47% -36%
Wisconsin Performance Gaps
Wisconsin has the most room to grow in the perception of being a state that has good weather (gap of 47%), provides a variety of career
opportunities (gap of 46%), is continually evolving and improving (gap of 45%), and promotes a good work-life balance (gap of 45%).
n=1402Bold indicates significance
Importance
93%Importance
93%Importance
92% Importance
90% Importance
88%Importance
87%Importance
86%Importance
86%Importance
85% Importance
83%
Importance
83%Importance
81%
Performance
56%
Performance
47% Performance
46%
Performance
53%Performance
48%
Performance
53%
Performance
41%
Performance
64%
Performance
57%
Performance
58%
Performance
36%
Performance
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q2. When it comes to selecting a state in which you decide to live and work, please indicate how much you agree or disagree with the following statements.
Q4. Please indicate how much you agree or disagree with the following statements about Wisconsin. Attributes Sorted from Highest Importance to Lowest
GAP
(Top 3 Box) Somewhat Agree, Agree, Strongly Agree
DEFINE YOUR MORE
While there are many opinions about the priority of what Millennials
want, one thing is clear - they want more. “Define Your More” utilizes a
consistent, bold one-word headline “MORE:” then follows with a well-
crafted caption to create a powerful juxtaposition against a bold
photograph or video.
Display Ad
Drink Coaster Sample
Bike Share
Coffee Sleeves
▪Paid Social▪ Instagram
▪ Shapchat
▪Streaming▪ Pandora
▪ YouTube
▪Pay-Per-Click and Retargeting
▪Out-of-Home▪ Bicycle Kiosks
▪ Coffee Sleeves
▪ Bar/Restaurant Coasters
▪ Gym Posters
MEDIA CHANNELS
Transitioning Veterans
STRATEGY
Leverage Hiring Our Heroes events to reach transitioning
veterans where they are and when they are most
receptive to our message.
EVENT SCHEDULEDATES LOCATION
Aug. 29-30 Camp Pendleton Marine Corps Base, California
Sept. 25-26 Joint Base Lewis-McChord, Washington
Sept. 27 Naval Air Station Whidbey Island, Washington
Oct. 15-17 Schofield Barracks (Army), Hawaii
Oct. 18 Joint Base Pearl Harbor-Hickam, Hawaii
Oct. 19 Marine Corps Base, Hawaii
Feb. 26 Okinawa, Japan
Feb. 28 Yokosuka, Japan
March 25-26 Bavaria, Germany
March 28-29 Kaiserslautern, Germany
May 8-9 Fort Leonard Wood (Army), Missouri
May 15-16 Fort Bliss (Army), Texas
June 19-20 Fort Gordon (Army), Georgia
PERSONAL CONTACT
AD SAMPLE: Family
AD SAMPLE: Housing
AD SAMPLE: Community
AD SAMPLE: Quality of life
AD SAMPLE: Education
AD SAMPLE: Education
Wisconsin Alumni
WISCONSIN WELCOMES RETURNERS*
On Wisconsin (Print)
Badger Insider (Print)
Forward Under 40 (Print)
UWAlumni.com
The Flamingle (Newsletter)
*There are 440,000 living UW-Madison alumni
ALUMNI SNAPSHOTS
CO-OP MARKETING
25 IDEAS FOR YOUR TALENT TOOLBOX
1. Draw Inspiration
from Your Peers(i.e. “steal their ideas”)
Understand Your Product
2. Review Position
Descriptions
Tips and Resources
▪Make it a living vs. static document
▪shrm.org/
▪hrcouncil.ca/hr-toolkit/right-
people-job-descriptions.cfm
3. Embrace Telecommuters
Tips and Resources
▪ Telecommuter Forward Community Application
▪ Apps.psc.wi.gov
▪ Podcast with Norvado CEO Chad Young (8/22)
▪ Norvado.com
▪ Familyfriendlyworkplace.org
4. Achieve Veteran Readiness
Tips and Resources
▪ WI CVSO: wicvso.org/locate-your-cvso/
▪ WDVA: dva.wi.gov
▪ DWD: dwd.wisconsin.gov/veterans
▪ Dept. of Labor step by step toolkit:
dol.gov/vets/ahaw/
5. Conduct a Housing Assessment
Tips and Resources
Housing Study
▪ How to Guide
▪ Mhponline.org
▪ Statewide Housing Data
▪ Doa.wi.gov (population & housing)
Housing Renewal
▪ CDBG Readi
▪ Doa.wi.gov
▪ TIF Housing Renewal
▪ Revenue.wi.gov0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
Pre-1939 1940-49 1950-59 1960-69 1970-79 1980-89 1990-99 2000-09 2010-Now
WINNEBAGO COUNTY HOUSINGUNITS BY YEAR BUILT
6. Establish a Concierge Service
Tips and Resources
▪Engage the whole family
▪Showcase your community:
Connect to social networks
▪newaukee.com/mke-concierge/
7. Conduct a Labor Shed Study
Tips and Resources
How-to Guide
Wi-edi.org/docs/laborsheds.pdf
Market Information
▪ Census On the Map Tool
▪ Workforce Development
Target the Right People
8. Engage Youth
Tips and Resources
Industry
▪ Inspire: dpi.wi.gov
▪ Fab Labs: wedc.org
▪ Workforce Development Boards
Civic
▪ Young Nonprofit Professionals Network YNPN.org
9. “Inspire” Future Careers
Tips and Resources
inspirewisconsin.org/
wicareerpathways.org/
10. Be Inclusive
Tips and Resources
Examples
Love Wisconsin
Purple River Project
Tools for Engagement
Schools/Police/Libraries
▪ Ccrc.usc.edu
▪ Racc.org
▪ Ala.org (libraries transforming communities)
11. Tap School/Community Spirit
12. Heed Trailing Partners
Tips and Resources
▪ Provide assistance for dual-career families to connect the partner with key employment opportunities
▪ Consider the whole family
▪ Education
▪ Careers
▪ Community engagement
▪ Military spouse engagement:
▪ www.uschamberfoundation.org/hiring-our-heroes/military-spouse-program
13. Host a Talent Fam Tour
www.foxcitiesregionalpartnership.com/talent-upload
Leverage Networks
14. Create Affinity Groups
Tips and Resources
▪Engage employees to identify
potential groups
▪Structure groups to meet legal
standards: shrm.org/hr-
today/news/hr-
magazine/pages/0913-affinity-
groups.aspx
15. Establish Community
Finance Networks
Tips and Resources
Business Investment
▪ Kiva.org
▪ FundMilwaukee.com
Individual Investment
▪ Wheda.com
16. Connect Entrepreneurs
Resources
▪ Wisconsin Business Incubation Association
▪ Globalworkspace.org
▪ Coworkinghandbook.com
▪ Nation1099.com
Finding Entrepreneurs
▪ Local search on etsy.com
▪ upwork.com
▪ freelancer.com
17. Sponsor Existing Events
Tips and Resources
ypweek.com
18. Host a Pitch Contest
19. Make Soup
Tips and Resources
Soup Overview
▪ Detroitsoup.com
Online Versions
▪ Patronicity
▪ Neighbor.ly
Join the Conversation
20. Follow Think-Make-Happen
In Wisconsin
Resources
@thinkmakehappen
@inwisconsin
@thinkmakehappen
Search “Think-Make-Happen In Wisconsin”
Search “Think-Make-Happen In Wisconsin”
#ThinkMakeHappen
21. Adopt the Think-Make-Happen
Logo
Resources
wedc.org/marketing
22. Share a Wisconsin Story
Resources
InWisconsin.com/wisconsin-stories
23. Embed the Think-Make-Happen
video
Resources
WEDC
Kelly Lietz
VP of Marketing and Brand Strategy
24. Host a Media Tour
Resources
inc.com/jeff-barrett/why-madison-
wisconsin-attracts-more-
millennials-than-any-other-city.html
livability.com/wi/madison/real-estate/why-millennials-are-moving-to-madison-wisconsin
#ThinkMakeHappen