Learning lab

Digital Campaigns – Leading Collaborative Talent Pools for Places

Fall 2022
€995/person
€895/person for two or more from same organisation (excl. VAT)
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Introduction

The competition for the best and the brightest is no longer only employer-led. Places across the world have entered the race in full force to position themselves as career destinations for global talent. And now they need to adapt to a post pandemic world or changes in the industry related to remote work and talent preferences. If you want to stand out as a career hub, be relevant to and reach an international audience with a strong value proposition through digital marketing campaigns, joining out bootcamp will give you the startup/scaleup kit you need. 

About the programme

A 5 week online learning journey equips your team with strategic understanding, skills, data and inspiration to get started on, or optimize your current talent promotion activities:

  • Be inspired by best practices in the market
  • Defining the key talent / skills risks for the employers in the region, based on data  
  • Learn how to do collaborative attraction with stakeholders, employers and recruiters
  • Understand the key elements of creating a profile-based talent pool
  • Planning and running a successful campaign
  • Pre-qualification of talent and engaging the talent pool 
  • Get coaching support to develop an action plan to go do
  • Share experiences and co-create with colleagues from across Europe and beyond

“We have been doing this for more than a decade. As doers from strategy to action building the platform, creating the value proposition, conducting the geo-segmentation, channel selection, marketing outreach and nursing the leads towards job creation in Copenhagen and The Hague. Now turned advisors to places on how to plan and launch campaigns across Europe from Oslo to Emilia-Romagna. We are excited to share everything we know and the latest trends in the landscape.” Morten King-Grubert and Nicole van Haelst, Bootcamp facilitators, Future Place Leadership

Why now?

Working with clients and partners all over Europe, we clearly see a unique challenge that makes leaders lie awake. They need to cater to the growth needs of certain sectors with a skills gap whilst – at the same time – fight a pandemic with relevant business support packages.There is an increasing sense of urgency to foster a strong position and promote the region as a career destination for global talents to manage the labour market gaps. Many places have been running successful digital campaigns before and we only see this trend grow exponentially.

Who should participate?

A representative from a city, municipality, region or national level invested in economic development, place marketing, place attractiveness and the human capital agenda. You may work for the public sector in a policy unit seeking input for operationalisation of a strategy, or a more hands on economic development, growth, business development arm. And we find this programme to be relevant for representatives from science parks, cluster organizations and chambers of commerce as well.

Detailed programme 

Every module consists of a 2 hour online session. We will combine presentations, interactive discussions, co-creation in breakouts, case work and guest speakers representing hands-on cases.   

Session 1: Setting the scene: attributes of a success talent hub

  • Two funnels: Employers and Talent, from awareness to leads
  • Data driven approach – who are you going after?
  • Talent central, supported by technology 
  • Strong value proposition
  • Tour de world – what are others doing?

Session 2: Collaborative talent attraction

  • Setting objectives and goals
  • The market funnel: how to engage with employers and recruiters?
  • The talent funnel: reaching out and warm handling of candidates
  • Feasible budget & timeline
  • Project management and roles – who does what?

Session 3: Campaign platform

  • Landing page and call to action
  • The key messaging of the place, the industry and the jobs
  • Building a talent pool – the candidate journey 
  • Pre-selection: automation & human eyes

Session 4: Campaign strategy

  • Building a persona and understand target group preferences
  • Market study – input for micro-targeting
  • Working with geo-segmentation and channels
  • Set up planning including budget allocation 

Session 5: Bringing it all together

  • Tips and tricks on how to get started
  • Building the business case
  • Developing your action plan
  • Planning of individual coaching

Fee and timing

Fee: € 995 excl. VAT per person. € 895/person when two or more from one organisation sign up. 

In addition to the 5 sessions, one subsequent coaching session per participating organization on action plan/implementation is included.

Questions?

Get in touch with course directors Nicole or Morten.

The training is held by Place Leadership Academy. We and our sister brand Future Place Leadership specialise in creating better, more attractive and sustainable places through innovation, marketing and leadership. 

See you soon! 

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Morten King-Grubert

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    Digital Campaigns – Leading Collaborative Talent Pools for Places

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