Winning the Talent Game In an Increasingly Competitive MarketMay 6, 2013

Why? Or Why Not?

With the reasons for talent marketing obvious, why aren’t more companies embracing it?

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.

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.

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

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.

What You Need to Do

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

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

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

Relevant Work Examples

Tell a compelling story

Build a robust careers microsite

The Milacron “Be More At Milacron” Campaign

Build a robust careers microsite

Speak to What Recruits Care About

Lead, don’t follow the transformation

Connect with National/Regional/Local Initiatives

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

Use Social Media to Connect & Build Your Reputation

Use PR to Connect & Build Your Reputation

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

Once You’ve Got ‘Em, Keep ‘Em.

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

Thank You.