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Meeting Agenda

1.  Your presenters today 2.  Recap of last session 3.  A Formative idea for today’s session 4.  Talent Attraction from 30,000 feet 5.  Audiences for Social Media and Talent Attraction 6.  Case studies for Rural Communities 7.  3 Tactics and Tools to use when engage a workforce 8.  Case Studies for Metro Communities

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YOUR PRESENTERS TODAY

https://twitter.com/GuillermoMazier/status/393872715871825920/photo/1

http://www.linkedin.com/in/brossoit

Formative Idea for Today’s Session

”Your current and prospective workforce is now in control of when and how they access information during the purchase process.” Gallup has discovered that having a good job is now the great global dream; it’s the number one social value for everyone. This is one of our most powerful findings ever. “A good job” is more important than having a family, more compelling than democracy and freedom, religion, peace and so on. Those are all very important but they are now subordinate to the almighty good job. So it follows that everything turns on delivering this ultimate need.

WE WONT TELL…..

HOW OLD ARE YOU?

POLL QUESTION:

Poll Question: How many organizations have a program

dedicated to ‘Talent Attraction”?  

Poll Question: What is the most effective way to use social media for

your Talent/Workforce Attraction program? 

WORKFORCE ATTRACTION

MARKETING FROM 30,000 FT

THE TALENT ATTRACTION LANDSCAPE

Labor force demographics will shift profoundly: When it comes to attracting employees with critical skills, the task becomes even more challenging. Today, 65% of global companies and more than 80% of companies in fast-growth economies are having problems finding employees with the skills they need, according to Towers Watson, an HR consultancy.

PLEASE, MARKET TO YOUR WORKFORCE

Why can’t companies find the right talent despite the growing ranks of

college-educated workers and the high unemployment in some of the best-

educated markets?

THE TALENT ATTRACTION LANDSCAPE 1.  Problems attracting critical-skill employees

•  Desperate for workers, many companies will become more accepting of diverse employees, particularly older workers and women.

2.  The talent market is increasingly global and mobile •  Economic development and greater integration across markets in the past few decades

have caused many talented people to explore career opportunities overseas. 3.  Employees gain more bargaining power

•  The employer will no longer define the workplace; rather, employees’ priorities and preferences will dictate what the future workplace will look like, particularly now that technology makes it easier than ever to design a variety of flexible arrangements.

Companies operating in aging societies will have to craft methods to engage or re-engage the

experienced base of talent. Companies that fail to respond to this change and do not succeed in redefining their employee value proposition will fail to attract, retain or develop talent effectively.

TORONTO & COCA COLA

 

40% percent of workers plan to look for a new job within the next 6 months with 69% using social

media to do it. Source: 2013 Ranstad Staffing Study

Poll Question: Has anyone ever seen any measurable increase to their talent attraction efforts through

marketing ? 

KNOW YOUR AUDIENCE

Insert CTA Header 5 TIPS TO ENHANCE YOUR WORKFORCE ATTRACTION EFFORTS THROUGH SOCIAL MEDIA

1. BLOG IF YOU CAN •  Blogs have established themselves as a

key part of “online culture.” Two surveys by the Pew Internet & American Life Project indicate that 8 million American adults say they have created blogs; blog readership jumped 58% as of 2012 and now stands at 27% of internet users; and 12% of internet users have posted comments or other material on blogs.

TOP 10 REASONS TO BLOG •  1) Search engine benefits •  2) Marketing differentiation •  3) Infinite search life •  4) A cost-effective business developer •  5) Your content engine •  6) Direct sales •  7) Indirect connections •  8) PR •  9) New product development •  10) Crisis management

2. DEVELOP YOUR VALUE PROPOSITION…

•  Developing a clear and compelling value proposition is the first part of producing great marketing for ‘Talent Attraction’. In many ways it is the most important part of the process. After all, how can you sell a community, product or service if you can’t articulate its value?

1.  Identifying customer benefits

2.  Linking these benefits to mechanisms for delivering value

3.  Mapping the basis for differentiation

DEVELOP A POSTIONING STATEMENT

3.USE SOCIAL MEDIA TO DRIVE WORKFORCE TRAFFIC TO YOUR WEBSITE •  Use social media to drive

traffic to your site and provide solutions to TALENT, as well as services to expanding businesses

Your site is your platform—for first impressions, for storytelling, for capturing attention and most importantly for starting a conversation

YOUR WEBSITE IS YOU ONLINE •  Your website is an outreach of

your community—think of how you extend in-person greetings to your workforce, and try, as hard as you can, to deliver that message and tone online

•  Your site is not static, it’s living and breathing—it takes incredible attention and detail, but it will deliver incredible results

WEBSITES FOR STORY TELLING

4.DEVELOP A FULLY INTEGRATED CAMPAIGN THROUGH SOCIAL MEDIA AND BEYOND •  Workforce research •  Brand Development •  Logo development •  Campaign Strategy •  Social Media •  Trade Shows •  Digital Ambassador

Campaign

Public Relations Events

A World-Class Website (one that enables

conversations)

ECONOMIC DEVELOPMENT IDEA – DEVELOP TALENT

PERSONAS

BONUS: TIP 5

Persona Name – Techy Ted (Talent type, Workforce,) REAL QUOTES: • Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona. COMMON OBJECTIONS: • Identify the most common objections your persona will raise during the sales process.

Identifying how your target audience “buys” will help you tell a better story.

Persona Name MARKETING MESSAGING: •  How should you describe your

solution to your persona?

ELEVATOR PITCH: •  Make describing your solution

simple and consistent across everyone in your community.

Establishing your messaging prepares

your entire organization to convey the same message.

USE REAL PEOPLE

Sample Sally BACKGROUND: •  Head of Human Resources •  Worked at the same company for 10 years; •  Married with 2 children (10 and 8) •  Loves the outdoors

DEMOGRAPHICS: •  Female •  Age 30-45 •  Dual HH Income: $140,000 •  Suburban

IDENTIFIERS: •  Calm demeanor •  Probably has an assistant screening calls •  Asks to receive collateral mailed/printed

SOCIAL NETWORKS: •  Facebook •  Twitter •  Blogs

NASHVILLE, WORKIT

Questions

Thank you! Contact information: 1128 Grant St. Denver, CO 80205 Contact: Guillermo Mazier t: 303.292.3300 x 232 Guillermom@Atlas-Advertising.com www.Atlas-Advertising.com LinkedIn Profile | LinkedIn Group | Twitter | Blog | Slidespace