winning the talent game in an increasingly competitive marketplace
DESCRIPTION
Trefoil Group principal and founder, Mary Scheibel, presented marketing strategies for talent acquisition at the SPI 2013 Equipment & Moldmakers Summit in Miami, Florida.TRANSCRIPT
![Page 1: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/1.jpg)
Winning the Talent Game In an Increasingly Competitive MarketMay 6, 2013
![Page 2: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/2.jpg)
Why? Or Why Not?
With the reasons for talent marketing obvious, why aren’t more companies embracing it?
![Page 3: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/3.jpg)
Can you hear me now?
• Demand for skilled workers is outpacing supply• Competition is fierce – for largely
the same talent• Perceptions of manufacturing as a
career aren’t good• The human dynamics are
escalating rapidly• Yet most manufacturers do not
have robust, strategic talent acquisition programs
Whoever wins the war for talent
wins the game.
![Page 4: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/4.jpg)
But whose responsibility is this?
• Federal, State & Local Government all pledge support• National Associations are
addressing this on behalf of members• Regional/Statewide/Local
Collaborations are taking shape everywhere• It’s fast. It’s furious. And it’s
fragmented.
No one is coming to
save you.
![Page 5: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/5.jpg)
New Reality. New Thinking. New Actions.
Acting with this reality requires a fundamental shift in thinking to drive new actions•Historically, manufacturers are not good marketers•We think like engineers, not consumers•With an average employee age of 56, we are not the target audience •Most don’t understand how to reach younger recruits•Our grandkids know more about these channels than we do
The first thing we need to change is our thinking
![Page 6: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/6.jpg)
With Challenge Comes Opportunity
• You can out-market the competition• Exceptional people seek out
exceptional companies• Give people compelling reasons to
want to work for you
Well-executed marketing strategies are critical tools in attracting and retaining the talent you need to succeed.
![Page 7: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/7.jpg)
What You Need to Do
![Page 8: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/8.jpg)
Define What Sets Your Company Apart
Tell a Strong, Compelling Story•Generate interest with people that share your vision•Differentiate your company in a meaningful way•Be different. Not the same as your competitors•What appeals to customers most often appeals to recruits
![Page 9: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/9.jpg)
Is your culture helping or hurting?
Define Your Culture…or your culture will define you•It’s more than a competitive advantage. It’s the #1 reason people leave and what recruits value most–Essential in competing against your area’s leading
companies–Helps you hire the right people
•Allows people to self-select (both in and out)•Motivates employees to get behind you and help you win•If you don’t have a great culture, start to build one
![Page 10: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/10.jpg)
Bring your brand to life
Create a brand personality and use it: •On-line•In your industry and in your community•Through multiple channels – including digital, PR, and social media•To equip and empower employees to be your front-line brand ambassadors
![Page 11: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/11.jpg)
Relevant Work Examples
![Page 12: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/12.jpg)
Tell a compelling story
![Page 13: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/13.jpg)
Build a robust careers microsite
The Milacron “Be More At Milacron” Campaign
![Page 14: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/14.jpg)
Build a robust careers microsite
Speak to What Recruits Care About
![Page 15: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/15.jpg)
Lead, don’t follow the transformation
Connect with National/Regional/Local Initiatives
![Page 16: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/16.jpg)
It’s Everyone’s Job to Promote the Industry
• Plastics is not an industry people seek• Even at Universities with
industry leading programs – U Mass Lowell & Ferris State University, more than 90% of students are through referrals
"We must, indeed, all hang together, or most assuredly we shall all hang separately.”
-Ben Franklin
![Page 17: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/17.jpg)
Use Social Media to Connect & Build Your Reputation
![Page 18: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/18.jpg)
Use PR to Connect & Build Your Reputation
![Page 19: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/19.jpg)
Lead In Your Community And Leverage It
Project Engineer Job Description excerpts:•A very successful, growth-oriented company•Winner of the prestigious Wisconsin Manufacturer of the Year Award•Strong reputation for operational excellence, employee development and community leadership•Our goal is to equip the person we hire to lead
![Page 20: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/20.jpg)
Once You’ve Got ‘Em, Keep ‘Em.
![Page 21: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/21.jpg)
5 Key Takeaways
1New Reality: Whoever wins the war for talent wins the game
2 New Thinking: Everyone needs to be a marketer. You’re competing for — and against — the best
3 New Action: Build a brand and bring it to life
4 New Action: Create a culture people will want to be part of
5 New Action: Equip, engage and empower your employees to be your brand ambassadors
![Page 22: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/22.jpg)
Thank You.
![Page 23: Winning the Talent Game in an Increasingly Competitive Marketplace](https://reader034.vdocuments.us/reader034/viewer/2022051513/54694953af795929318b6963/html5/thumbnails/23.jpg)