Using Web 2 0 For Talent Attraction 26mar09

Utilizing Web 2.0 Technology for Talent Attraction Mark J James, CEcD Principal ED Solutions, Inc. [email_address] Ben Wright CEO Atlas Advertising [email_address]

About Atlas Advertising 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc Atlas Advertising builds communications and technology solutions for world landmarks. Atlas has been successful by never settling for obvious or tired approaches to marketing, website development and GIS Application Development. In late 2008, Atlas launched Atlas InSite, the only GIS Application available to economic developers that is integrated 100% into their economic development websites. This means greater usage, a better user experience, at a more cost effective price point for economic developers. To date, Atlas InSite has been selected by 80 percent of the economic developers who have compared it to other solutions available in the marketplace. Atlas Advertising is led by a former economic development practitioner and has worked with 48+ different economic development clients in 26 states. Featured clients: Indy Partnership State of Ohio Team New England City of New Orleans Savannah EDA Tucson Regional Economic Opportunities San Diego Regional EDC Panama Pacifico

About ED Solutions 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc ED Solutions, Inc. mission is to help economic development organizations with the effective use of technology. We provide - Web site review and analysis Web redesign strategies and advisory services Contact management solutions A variety of other technology solutions for the profession Training services to the economic development profession. ED Solutions, Inc. is among the most respected firms providing web site strategies to the economic development profession. ED Solutions, Inc. has worked on over 150 web projects in 20 US states, Canada and the UK.

Session Objectives Present a solid overview of online marketing for talent attraction Do the same for Web 2.0 tactics Deliver our analysis of case studies Give you tools you can use in your communities 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Session Outline Putting workforce marketing into context Why marketing to workforce is important Factors college grads look for in an employer Tools job seekers are using to find a job today How certain factors rate in relocation decisions Methods used in talent attraction in ED How you are already marketing to workforce without knowing it 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Session Outline Putting Web 2.0 into context Where the internet is going Overview of 2.0 Social Networking overview What this means for you Our analysis of three communities What you should be doing today 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Format A Boomer and a GenX’er A strategist and a builder of solutions Questions should be entered into chat when you have them. When multiple questions of the same type are entered, we will answer at the appropriate pause. 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .

Putting Workforce Marketing into Context 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Why marketing to workforce is important For at least a decade, talent has been the number one determinant of business location. Site selectors spend more time assessing labor than any other How has this changed in the recent downturn? Our latest white paper (April) discloses the results of our bi-annual site selector survey. Email me for a copy. 2009 © ED Solutions, Inc.

Factors college grads look for in an employer 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc http://www.topemployers.co.uk/oxbridge-students-graduate-jobs-survey-08-page5.html

Factors college grads look for in an employer Recruiters should emphasize: Work/Life Balance Variety of Work Location (although there is little wiggle room here) Ethical Business Practices And De-emphasize: Entrepreneurial Opportunities (early responsibility, environment and rapid advancement) Diversity (controversially low in the list) Brand 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Tools job seekers are using to find jobs today Networking sites (LinkedIn, Jobster) Job boards (Monster, Career Builder) Corporate websites Recruiters Other 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Job Sites 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .

Jobster 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

How certain factors rate in relocation decisions Leading theorists argue that place is now the key to prosperity for individuals, and that individuals should pick the place before picking the job: Richard Florida, “Who’s Your City?” Rebecca Ryan – “Anatomy of a Relocation” 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Methods used for talent attraction in ED Websites – Live/Work sections LinkedIn Groups/YP Pages Facebook YP Pages Blogs Job boards You Tube 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

How you are already marketing to workforce Your website – likely a large percentage of traffic is coming from workforce and trailing spouses Live/Work sections get a substantial amount of of visits to your website, according to Development Results ( www.developmentresults.com ) 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

How you are already marketing to workforce 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Question? 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc Which one of these should spend the most amount of time on WF Marketing? New England Huntsville Wyoming

Putting Web 2.0 Into Context 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Where the internet is going Mobile Transparency of people, organizations, and places Personal and work time will blend http://www.pewinternet.org/Commentary/2008/December/The-Next-Future-of-the-Internet.aspx 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Overview of different communication types “ Push” Email Websites Blogs Direct mail You Tube Podcasts “ Pull” RSS I-Tunes 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc “ Connect” Facebook LinkedIn Forums

2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc . Growth of Social Media

Growth of Podcasts 2009 © ED Solutions, Inc.

RSS-Really Simple Syndication 2009 © ED Solutions, Inc. http://www.whatisrss.com http://www.newsgator.com/individuals/feeddemon

RSS-Really Simple Syndication 2009 © ED Solutions, Inc.

Overview of “Connect” media Based on large networks of people publishing updates and “friending” others LinkedIn Facebook Twitter Many others Interactive, “many to many” dialogue, rather than “one to one” or “one to many” 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Facebook 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc .

LinkedIn 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Create a group… Colleges/Universities ED Allies Young Professionals Group Service Providers ED network Others? 2009 © ED Solutions, Inc.

Twitter 2009 © ED Solutions, Inc. http://twitter.com

Multiple communities, multiple strategies Savannah, GA Columbus, OH Pensacola, FL 2009 © ED Solutions, Inc. 2009 © Atlas Advertising, llc

Savannah, GA Overview: Community a blend of old line distribution/manufacturing and creative class businesses Challenge: To recruit and retain creative talent that is drawn to larger southern business centers of Atlanta, Jacksonville, and Charlotte Solution: Creative Coast Initiative – separate initiative with separate staff Result: Engaging an entirely new community 2009 © ED Solutions, Inc.

Columbus, OH Overview: One of the most dynamic cities in Ohio, with one of the largest universities in the world Challenge: Community produces tens of thousands of college grads each year, many of which move to other communities Solution: Develop a fully engaged YP program Lifestyle and Internship websites independent of ED Result: Mayors Council, YP Commission, Internships 2009 © ED Solutions, Inc.

Pensacola, FL Overview: Community long fueled by Naval/defense employment decided to target the IT sector for growth Challenge: Early recruitment and expansion successes consumed existing talent resources in IT Solution: Outbound job fairs throughout the SE US Result: Growth of new companies in the target industry 2009 © ED Solutions, Inc.

State of Nebraska Instituted a State-level program to fund creation of sites to support talent attraction/workforce issues. Create a Web presence that provides a positive first impression with the use of content. Enhance the delivery of community information with the use of Web 2.0 tools. Lead communities through the content development process. 2009 © ED Solutions, Inc. Tim O'Brien, M.A. Business Consultant - Information Technology Nebraska Department of Economic Development Office: 402.471.3769 • Cell: 402.326.3104 • Fax: 402.471.3778 E-mail: [email_address] • Web: www.neded.org

Eight things you should be doing today A labor study, every two years Have a YP group online in your community Be on LinkedIn, and join groups of people in your targeted industries Realize your website is not just a website anymore – you are managing an online enterprise that includes push, pull, and connect media. Build a blog and forum for your local business community Track the usage of your Live/Work sections of your website Present available jobs and links to realtors in your community Post all of your video content on YouTube 2009 © ED Solutions, Inc.

Stay in Touch… Follow Mark: www.twitter.com/ecodev Mark’s LinkedIn: www.linkedin.com/in/edsolutions Follow Ben: www.twitter.com/wright0405 Ben’s LinkedIn: www.linkedin.com/in/atlasad 2009 © ED Solutions, Inc.

Useful links… http://www.topemployers.co.uk/oxbridge-students-graduate-jobs-survey-08-page5.html http://www.sandiegobusiness.org http://www.developmentresults.com http://www.indypartnership.com http://www.emarketer.com http://www.whatisrss.com http://blog.thecreativecoast.org/ http://www.ColumbusInternships.com http://www.pensacolachamber.com/EconomicDevelopment/ http://www.copyblogger.com/grow-business-twitter/ http://123socialmedia.com/business-blog/ http://www.scribd.com/doc/3283966/The-Essential-Guide-to-Social-Media#document_metadata http://www.scribd.com/doc/3483043/Social-Media-A-Simple-Visual-Story 2009 © ED Solutions, Inc.

Using Web 2 0 For Talent Attraction 26mar09

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Using Web 2 0 For Talent Attraction 26mar09