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The Big Picture San Diego Blog


brand alliance

January 2, 2018

"Businesses need to act together to attract talent" was originally published in The Business Journals, authored by EDC president and CEO Mark Cafferty.

With U.S. unemployment hitting a 17-year low late last year, competition for talent has become increasingly fierce for businesses across the country. 
 
Part of a company's challenge in attracting talent, however, is working with the broader business community in its city, region or state to ensure that it is not only a place where people want to work, but also a place where people want to live.
 
While focusing internally to find and hire employees, companies must also work with each other — even with their competitors — and public or municipal entities to help foster a favorable quality of life and career mobility that will attract talented workers.
 
Companies must communicate with clear, consistent messaging in a united front to evoke authenticity and a sense of community that is appealing to today’s top talent. 
 
Improving perceptions to attract top talent 
Some cities and states have an abundance of career opportunities available but lack the public perception that these jobs exist. Often this divide boils down to a lack of available resources for businesses to tout their local economy.
 
Talent attraction has become about telling a region’s story, not just selling a company’s individual offerings. 
 
An influx of high-paying jobs in a region — especially at publicly-facing brands —must be met with the skilled talent required to fill them. Here in San Diego, the region has a high share of the nation’s life sciences and tech jobs, but research recently revealed many senior-level HR managers are struggling to find talent because of the perception of available opportunities in the area.
 
To address this issue, EDC has launched a campaign to communicate the region’s unique position in the global market, its lifestyle offerings and its community of people looking to change the world. 
 
The campaign — San Diego: Life. Changing. — serves to tell authentic stories of San Diegans who have discovered the region as not only as a great place to live, but also a place with ample career opportunity, most especially at impact-driven companies and organizations. Through a related work-live-play website, SDlifechanging.org, individuals curious about the region have access to information on its top industries and growing companies, lifestyle amenities and more....
 
Read the full byline online here.

 

April 5, 2017

According to the Brookings Institution, more than 98 percent of San Diego’s economic growth is going to come from focusing on companies already in the region. While poaching companies from other states may command headlines, focusing on helping companies already in San Diego is what will actually move the needle. And according to the Kauffman Foundation, one of the primary reasons a startup or company chooses to grow in a region is because of its talent pool.  

So how do we ensure that San Diego has the workforce to compete?

We start by telling a cohesive story. San Diego wears many hats – we have a high concentration of tech jobs. We’re one of the top life sciences ecosystems in the country. And we’re also a pretty awesome place to live. This is what the research tells us. 

But when you’re marketing a region, perception – not fact – is reality. 

At EDC, everything we do begins and ends with research. Understanding our story and strengths is no different. With the help of two local firms, we set out to test baseline perceptions of our region. What we found is that many senior level HR managers feel like they are missing out on key recruits because these potential employees don’t know what San Diego has to offer, both in terms of career progression and lifestyle. EDC set out to figure out what our message is, what makes us different from other regions and how we tell that story to the rest of the world.

Since January, EDC has shared this message platform with more than 100 regional companies and organizations – our Brand Alliance. Next up, we are building out a website that will look at unique neighborhoods, companies and activities and a digital toolkit (fast facts, logos, imagery, etc.). The goal is to arm companies with the resources they need to better tell San Diego’s story to the world.

Our Brand Alliance is comprised of diverse companies and opinions, but we’ve all agreed on one thing: San Diego's story is worth telling.

Interested in joining the alliance? Click here.

For questions or sponsorship, please contact Sarah Lubeck at sl@sandiegobusiness.org.