BRIDGING THE TALENT GAP IN RACINE COUNTY
How do we recruit the qualified talent to work in Racine County to bridge the gap in workforce supply and demand?
That’s the question we are facing with the results of a ManpowerGroup study which identified the workforce supply in Racine County. As businesses continue to move to and expand in Racine County, the workforce gap will continue to increase without proactive steps to change the trajectory.
Following the launch of the Greater Racine County website and initiative in 2018, a pilot program was developed to recruit talent in specific industry categories.
When will the campaign prove successful?
When employers see an increase in the number of overall job applications and the quality of potential employees.
When employers see an increase in potential employees reaching out for more information.
When employers see an increase in traffic to the sites where employment opportunities are made available.
IDENTIFYING THE GAP
Racine County is not unique in its talent challenges – but we are determined to develop unique solutions to this universal challenge so we can enjoy positive results for our employers.
To understand who would be the talent targets– we needed to understand what occupational categories were most in demand as well as those projected.
IDENTIFYING THE QUALIFIED TALENT
With the Manpower Study in hand, RCEDC turned to its state partner, the Wisconsin Economic Development Corporation (WEDC) who had invested resources into a statewide talent initiative.
In 2018, WEDC commissioned a study of Midwest millennials to identify their willingness to move, from their current city to a new destination. The combination of the Manpower Study, WEDC research and results, and working in partnership with Racine County employers, led us to identify the initial target audience.
WEDC MIDWEST MILLENNIAL RESEARCH
- GEOGRAPHIC FOCUS: Northern Chicago Suburbs
- FAMILY: Starting a family is the #2 reason a millennial relocates
- AGE: The average age to start a family is 26.5
- COST OF LIVING: Millennials are seeking a richer life in terms of substance rather than home
- COMMUTE TIME: Chicago Area has the worst commute times in the country
After analyzing the job openings that participating employers had available, we narrowed down the three most prevalent industries. As this campaign continues and the needs of Racine County employers change, we will be able to update our targets.
HIGHEST COMPANY INDUSTRY NEEDS IN RACINE COUNTY
MANUFACTURING
HEALTHCARE
STEM
DELIVERING CONTENT TO TARGET AUDIENCE
1. Social Media
Individuals who fall within our target audience are shown relatable images and videos on Facebook, Instagram and LinkedIn. Once the individual engages with the ad, they are sent to the GRC Job Board, where they can explore available job opportunities that have been uploaded by Racine County employers.
2. Display
Images and videos are displayed in front of our target audience on thousands of websites across the internet. Once the individual engages with the ad, they are also sent to the GRC Job Board to explore job opportunities in Racine County.
3. Google Search
Individuals who enter specific words when using Google Search will be shown specific ads related to the available positions identified by employers in Racine County.
Key words include:
|
ANALYZING THE DATA
Data is pulled weekly from each respective platform and filtered so the most relevant metrics are presented. From there we can determine if the campaign is serving its purpose or if adjustments need to be made.
IMPRESSIONS
The number of times an ad is shown
CLICKS
The number of times ad is clicked on
VIDEO VIEWS
The number of times a video is viewed
ORGANIZATIONS INVOLVED
The organizations listed below have contributed to this campaign in a number of ways. From financial and talent resources, to endorsements and strategy, each of these organizations are working together to make the Greater Racine County Digital Recruitment Campaign a success.
