Winning the Talent War: Make It or Take It

Winning the Talent War: Make It or Take It Atlas Advertising Nashville Area Chamber of Commerce Camoin Associates

Introducing Your Presenters

Guillermo Mazier – Atlas Advertising•  Former economic developer and tourism marketer for the Costa Rican Investment and Trade Development

Board•  Managed economic development and tourism campaign for Tortugero, CR•  Industry speaker, content strategist, and digital marketing specialist

Courtney Ross—Nashville Area Chamber of Commerce•  Chief Economic Development Officer

Alex Hughes – Nashville Area Chamber of Commerce•  VP, Talent Attraction and Retention

Ian Flatt – Camoin Associates•  Economic Development Analyst

Is Workforce Development or Workforce Attraction a

Better Strategy?

Which Strategy Does Your Organization Employ?

Workforce Development—A wide range of activities, policies, and programs utilized by communities to create, sustain, and retain a viable workforce that can support current and future business and industry within a particular region.

Workforce Attraction—Programs, initiatives, and targeted campaigns that assist organizations, employers, and employer associations take timely and direct action to attract and retain workers.

•  State of workforce development—Telling the story of training up your workforce–  4 key takeaways for workforce development

•  State of workforce attraction—Telling the story of attracting a workforce –  4 key takeaways for workforce attraction

•  Strengthening Middle Tennessee workforce case study—A story of a community who is doing both

Today’s Webinar Will Cover

Winning the Talent War: MAKE IT

Presentation by: Camoin Associates

April 28, 2016

New Challenges •  Job openings: reached historically high levels (hitting 5.6 million

openings in January 2016

• Labor force participation rate: steadily declining since the late 90s (although it has started increasing again over the past couple of months)

• Youth: 5.5 million youth are considered “disconnected” – remains higher than pre-recession levels

• Persistent “middle skills” gap

New Opportunities

• Workforce Innovation and Opportunity Act (WIOA): places new emphasis on partnerships between workforce development, economic development, and employers

• Cross-sectoral initiatives like TechHire

• Many states rethinking workforce policy and emphasizing an sector-focused approach

Takeaway 1

Identify challenges where is the workforce falling

short?

Key Questions

• What are your top industries? • What skills does your workforce need? • Who are you targeting? • What resources do you have available? • Who needs to be involved?

Crunch data •  Identify:

• Leading industries • Top occupations • Key skill/competency requirements • Associated wages

• Skills gaps: are enough people being trained to meet employer demand?

SHARE INFORMATION

Engage stakeholders • Stakeholders:

• Education – all levels • Employers • Workforce development • Economic development • Chambers of Commerce • One Stop Centers • Social service providers

• Engagement Tools: •  Interviews • Focus groups • Surveys • Business outreach

partnerships

Takeaway 2

Start Young opportunities for youth

Youth Work Experiences • Develop work experiences

• Learn about careers in targeted industries

• Earn money

• Example: Detroit Summer Youth Employment Program

Career/Technical Education (CTE) • Fell out of favor but undergoing

a resurgence • Focused on manufacturing and

technology-related skills

• Partnerships of K-12, higher education, and local industries

• Example: TEC-SMART (Ballston Spa, NY

Youth-focused Workforce Services • Job fairs

• Workforce centers

• Career services

• Manufacturing/Tech Tours

• Example: Next Generation Zone (Spokane, WA)

Takeaway 3

Engage Employers & Education early, often, and effectively

Employer-driven training & credentials • Early buy-in and engagement

from employers

• Industry training partnerships

• Sector-based partnerships

• Examples: vary broadly depending on region and targeted industries

Franklin-Hampshire (MA) Regional Employment Board

•  Raised money to improve local technical high school and train unemployed individuals

•  In partnership with employers, developed training curriculum to meet industry needs

•  Partnered with local community college to utilize instructors

•  Partnered with local workforce center to recruit, screen, and provide other services to participants

•  This program has had an 84% job placement rate among graduates

Source: National Skills Coalition

Career Pathways • Partner with employers and

education

•  Identify skills/competency education requirements to access higher paying jobs

•  Identify gaps in training resources

• Develop plan of stackable, industry-recognized credentials Source:

Shared Vision, Strong Systems: The Alliance for Quality Career Pathways Framework Version 1.0. Center for Law and Social Policy, June 2014.

Takeaway 4

Wraparound Services getting a job is just the beginning

Wraparound Services • Transportation • Childcare

• Healthcare

• Basic education (ESL, adult education, literacy)

• Example: Richmond Office of Community Wealth Building

Conclusion • Workforce programs will (and SHOULD) look different in

every community • Develop broad coalitions • Share information • Sell workforce development!

Questions?

Sources & Resources:

• List of workforce of resources from Camoin • Free economic/workforce data tools

• National Skills Coalition

• Opportunity Index (socioeconomic, economic and workforce data)

• Career Pathways Toolkit (US DOL)

Thank You!

Contact Information: Ian Flatt

ian@camoinassociates.com 804-349-7084

WHAT IS TALENT? HOW DO YOU FIND IT & HOW DO YOU ATTRACT IT?

UNEMPLOYMENT RATE BY EDUCATION

FOR THE SHARE OF THE LABOR FORCE OVER 25

WITHOUT A 4-YEAR DEGREE

5.4% UNEMPLOYMENT RATE

2.5% UNEMPLOYMENT RATE Source: US Bureau of Labor Statistics (Current Population Survey)

FOR THE SHARE OF THE LABOR FORCE OVER 25

WITH A BACHELOR’S DEGREE +

•  Economic development now is as much about attracting, growing and retaining qualified workers as it is about attracting, growing and retaining employers.

•  If your community can successfully attract, grow and retain workers, then employers will be forced to follow. The business of developing comprehensive workforce development strategies as an integrated part of economic development is in its infancy.

State of Workforce Attraction

Source: http://www.marklautman.com

1.  Get a baseline from your own talent –  Do research. Engage your business

community early2.  Know your target audience 3.  Attract attention to attract talent4.  Create a targeted creative and marketing

campaign –  Build online communities for talent attraction

4 Key Takeaways for

Workforce Attraction

If a city could provide this info and assist in it, they could attract Digital Nomads (DNs). Further, if a city had a dedicated concierge service for DNs that would be a huge draw. ‘We will help you find a place to live, work, secure visas, and even provide tourist information.'” - Jonathan Wagner, Co-founder 52stairs.com

•  Job opportunities •  Housing •  Safety •  Proximity to family and

friends •  Dining, events and

entertainment

•  Culture and arts •  Outdoor activities •  Public transit •  Shopping •  K-12 schools

Source: Atlas Atlas Advertising 2015

Numbering 77 million, millennials referred to going forward as “Young Professions” (those aged 25-34 ) make up one-fourth of the U.S. population. These young professionals are drawn to big cities like NYC, San Francisco, LA, DC and Chicago by jobs; nightlife and good food, but often find they can’t afford to live there.

Young workers (21- 40 years old) are the recipient/benefit generation of the greatest possible transfer of wealth in American history. This cohort enjoys working with different people and champion the idea of diversity in culture in the way that they live, work and play.

Bringing Talent Back to Diverse Dallas Suburb:

Richardson, TX

We know from multiple sources that at least 80% of individuals and companies seeking information for possible relocation review relevant websites in target communities to improve their decisions

Bringing Talent Back to a Diverse Dallas Suburb

N A S H V I L L E A R E A C H A M B E R O F C O M M E R C E

ECONOMIC DEVELOPMENT

PARTNERSHIP 2020

First plan developed in 1990 by business leaders, led by Nashville Chamber

A public/ private regional strategy for economic development in Nashville region Since 1990: •  880+ new companies relocated •  370,000+ new jobs created •  150% increase in per capita

income •  Population growth of more

than 156%

95.2 cost of living index (100 = U.S. average) 930,000+ labor force 1.8 million population (2.03% annual growth) $45,759 per capita income 3.5% unemployment rate (Feb. 2016)

NASHVILLE ECONOMIC SNAPSHOT

NASHVILLE ECONOMIC REGION

1.8 million population

RESULTS July 2015 - present

82 business relocations and expansions 7,471 new announced jobs $1.5B capital investment 4.56M+ square feet

JOB GROWTH

Ranking based on U.S. Metros with over 1M in Population. Source: Bureau of Labor Statistics February 2016

Richmond Orlando

Austin San Jose Nashville

Raleigh Phoenix

Riverside Dallas

San Francisco

4.3% 4.2% 4.2% 3.8% 3.6% 3.6% 3.5% 3.5% 3.5% 3.4%

#5

L a s t 1 2 M o n t h s

P2020 STRATEGIC DRIVERS

Corporate Recruitment & Relocation Business Retention & Expansion Target Sector Development International Business Growth Small Business Support Entrepreneurship

Skilled Talent Attraction & Retention Talent Supply & Demand Alignment Pre K-12 Education Focus Post Secondary Attainment Gains Young Professional Engagement

Regional Transit Solutions Business Advocacy Global Connectivity Affordability Public Asset Development Cost-of-Living Advantages

NASHVILLE HAS TALENT

Spotlight on Talent•  Customized workforce plans

•  Staff dedicated to talent

Talent initiatives•  Attracting and retaining talent

•  Aligning supply and demand

•  Addressing skills gaps

•  Young professionals engagement

Challenges Ahead

FOCUS ON TALENT

TALENT PIPELINE

12 four-year colleges and universities in the region

117,000 enrolled students and 17,000 annual graduates with 60% remaining in the region

131,000+ with graduate or professional degrees

6 community and technical colleges in the region

TALENT PIPELINE

v

v

v

v

v

v

v

v

v

v

v

v

v

v

v

Technology•  WorkIT Nashville•  We Build Tech•  Accelerated Training

Drive to 55

•  Tennessee Promise•  Middle TN Reconnect•  LEAP Grant

Military and Veteran Talent

Livability Campaign

TALENT IN IT IATIVES

WORKIT NASHVILLE

WE BUILD TECH

LIVABILITY CAMPAIGN

YP NETWORK

•  50+ YP Nashville Partner Organizations

•  Nashville Emerging Leader Awards

•  CEO Conversations•  Networking/ education events•  Digital communications•  Political forums

TALENT MIGRATION Number 2 metro for percent change in the number of college graduates since 2000.

*Source: Forbes and Statista. U.S. Census Bureau 2000-2012.

TALENT RECRUITMENT Nashville MSA ranked 6th for growth from in-migration in 2015.

Tampa Orlando

Jacksonville Las Vegas Charlotte Nashville

Miami Austin

Raleigh Portland

94.0% 80.1% 77.7% 71.9% 71.5% 71.5% 71.0% 70.9% 69.4% 68.7%

2.03% annual growth

36,435 new residents

26,062 moved to Nashville

71 people moving per day on average

71.5% of increase in population due to in-migration

2015 *Ranking based on U.S. Metros with over 1M in Population. Source: U.S. Census Bureau, July 2014-2015.

WORKFORCE Top driver in site selection decisions.

•  120,000 -140,000 individuals leaving the workforce

•  8,000 - 12,000 unemployed return to work

•  90,000 -115,000 high school and college graduates enter local workforce

•  40,000 - 50,000 persons new to labor market (migration) with a majority having prior experience

Supply and Demand

Next 5 Years

Out of the Workforce

Into the Workforce

WORKFORCE Next 5 Years – Educational Requirements.

0% 5% 10% 15% 20% 25% 30% 35% 40%

Master's degree

Doctoral or professional degree

Bachelor's degree

Associate degree

Some college, no degree

Postsecondary non-degree award

High school diploma

Less than high school

2015 Jobs

2015-2020 Jobs

“We knew this was a city with the talent capable of helping us grow and a community that understands the

importance of investing in a skilled, trained and educated workforce.”

- Wanda Lyle, Managing Director, Nashville Business

Solutions Center, UBS

57

Guillermo Mazier 303.292.3300 x 232929 Broadway, Denver, CO 80203 guillermom@Atlas-Advertising.com

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