attracting and keeping millennial talent · attracting and keeping millennial talent moderator...
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1© MARKET STREET SERVICES
ACCE CONVENTION 2016
Attracting and Keeping Millennial Talent
ASSOCIATION OF CHAMBER OF COMMERCE EXECUTIVES (ACCE)ANNUAL CONVENTION 2016
2© MARKET STREET SERVICES
ACCE CONVENTION 2016
Attracting and Keeping Millennial Talent
Moderator
• Matt Tarleton, Vice President and Principal, Market Street Services
Panelists
• Kate Atwood, Vice President, ChooseATL, Metro Atlanta Chamber
• Shannon Hoeg, Chairwoman, South Shore Young Professionals
• Shannon Full, President and CEO, Fox Cities Chamber of Commerce
3© MARKET STREET SERVICES
ACCE CONVENTION 2016
Workforce Sustainability
4© MARKET STREET SERVICES
ACCE CONVENTION 2016
“Ever since the global financial crisis, economists have groped for reasons
to explain why growth in the U.S. and abroad has repeatedly disappointed,
citing everything from fiscal austerity to the euro meltdown. They are now
coming to realize that one of the stiffest headwinds is also one of the
hardest to overcome: demographics.”
Greg Ip
2050: Demographic Destiny
Wall Street Journal
5© MARKET STREET SERVICES
ACCE CONVENTION 2016
Age Composition (2014)
Source: United States Census Bureau; Population Estimates
25.6% 27.8% 26.5% 24.7%
7.1% 6.7% 6.3%4.9%
26.4%28.3%
25.5%24.2%
26.2%26.0%
28.1%29.7%
14.9% 11.1% 13.6% 16.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
United States Atlanta, GA MSA Appleton, WI MSA South Shore, MA
65+
45-64
25-44
20-24
0-19
6© MARKET STREET SERVICES
ACCE CONVENTION 2016
South Shore Net Migration (1990 – 2014)
Source: Internal Revenue Service (IRS)
-7,000
-6,000
-5,000
-4,000
-3,000
-2,000
-1,000
0
1,000
2,000
3,00019
90
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
7© MARKET STREET SERVICES
ACCE CONVENTION 2016
Fox Cities Net Migration (1990 – 2014)
Source: Internal Revenue Service (IRS)
-400
-200
0
200
400
600
800
1,000
1,200
1,400
1,600
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
8© MARKET STREET SERVICES
ACCE CONVENTION 2016
Metro Atlanta Net Migration (1990 – 2014)
Source: Internal Revenue Service (IRS)
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,00019
90
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
9© MARKET STREET SERVICES
ACCE CONVENTION 2016
Workforce Sustainability and Quality of Place
Source: Urban Land Institute (2013)
National survey conducted by the Urban Land Institute focusing on
individual preferences and desired community attributes.
What is the ideal size for your preferred place of residence?
30%
27%
16%
29%
27%
21%
15%
21%
20%
22%
23%
38% 5%
0% 20% 40% 60% 80% 100%
Baby Boomer(ages 48-66)
Gen X(ages 35-47)
Gen Y(ages 18-34)
Rural Small Town Suburbs Medium or Large City Other
10© MARKET STREET SERVICES
ACCE CONVENTION 2016
Core/Central County Share of Metropolitan Population Growth
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
Atlanta MSA
Dallas MSA
Denver MSA
Indianpolis MSA
Nashville MSA
Philadelphia MSA
Source: United States Census Bureau; Population Estimates
Millennials are the largest generation in the
U.S. workforce as of 2015.
1M+ Millennials are on the move each year.
Traditional hiring isn’t working. Our platform
allows for our corporate partners to showcase
the culture and lifestyle side of Atlanta in
addition to profiling your company.
“The presence of young professionals not only fuels economic growth, but their engagement
is the key to driving the social change that will ultimately define Atlanta’s future.”
– Hala Moddelmog, CEO, Metro Atlanta Chamber
Why
ChooseATLBetween 2000 and 2012, Atlanta saw only a 3%
in-migration of talent ages 25-34.
Attract & retain millennial talent
Expose the world to the new Atlanta
Engage the young people already here in the pride of the movement
ATLANTA HAS TRANSFORMEDIt’s time for the world to take note.
Social Media
11,000,000+
#ChooseATL
153% increase in
followers YTD
Experiences
205K+ participant
reach, 20+ events
47MM impressions
for SXSW alone
Digital/Press
102MM media
impressions
227K
ChooseATL.com
page views
MORE THAN JUST A CAMPAIGN: THE CHOOSEATL MOVEMENT
BUILDING MOMENTUM IN < 1 YEAR, AND WE’RE JUST GETTING STARTED
South Shore Young ProfessionalsChair
JSS Communications IncPresident
• 25 Towns from Boston to Cape Cod
• Population:
29.6% 45-64 25.8% 25-44
• Education:50%+ 25-44 have bachelors or higher
• Population growth 2000-2012 stagnant = 5%
• South Shore was Not built for YPs: ◦ Disastrous Commute! (One 2-3 lane highway runs N-S)
◦ Lack of Walkability (few sidewalks, streetlights)
◦ Highest paying jobs are in Boston
◦ Little public transportation
◦ EXPENSIVE homes
◦ “Settle down and die” stigma
◦ YP’s are an afterthought
◦ No Night Life!
Source: South Shore Regional Development Strategy Competitive Assessment, Sept.10 2014, Market Street Services
Boston
Cape Cod
Founded in 2008 to empower young professionals on the South Shore through networking, education and community development.
Why: Lack of representation, connections or resources for YPs in the region
Pre-Affiliation 169 members, Board of 9-12 members, PT (non YP) Exec. Director
March 2015: Low profile brand, sponsorships and members from select companies Annual revenues $10 to $12K (including Foundation), $25/year individual membership
Programming:
10 (monthly) networking events a year (attended by 30-50)
Quarterly Mentor dinners
Golf Tournament, Holiday Party, and Signature Fundraiser
Grant Foundation to support entrepreneurs ($5000+)
May 2015
SSYP & South Shore Chamber - SSYP remains Independent
Chamber support: ◦ Workspace for Exec. Director
◦ ChamberMaster database
◦ Website
◦ Education / Mentorship
◦ Access to SSCC Members for marketing, events, sponsorship
◦ $50 per INDIVIDUAL
◦ Free Networking events for members of SSYP
◦ Human capital: COO, CFO, administrative, design, marketing, events
Hired upgraded part-time Millennial Executive Director June 2016: 300+ members, 10-12 board members
(65% growth) Programming that attracts YPs:
Distillery tours, Plymouth Plantation, “Baggo” Tournament, Supporting new restaurants & businesses, Supporting Arts & Culture
100% Focus on mission: Increase Foundation Grant, Board Development, Mentorship Program
Increased Corporate Sponsorship
Highly recognized brand as go-to resource for YPs, South Shore employers and community leaders
Create a sense of “Community” amongst YPs◦ Social events and relationship building. Relationships: YPs do business with YPs they know well,
like and trust!
Corporate Memberships◦ Using the SSYP as an added benefit for employees
Non-profit Community◦ Boards & panels◦ Deepens personal investment, connections in and ties to community
Business Community◦ Tapping into our members’ skills, experience, expertise for projects, jobs and careers.
YPs as contributing members of society!: ◦ Economic Development◦ Professional development◦ Leadership development and succession on our Board and at the Chamber and in the
community◦ Involvement in local politics & idea development (i.e. focus groups)
Membership growth and engagement
Community involvement◦ Fundraising
Communications
Political advocacy
Leadership development
Board engagement
Programming
Financials
Sponsorship
Working environment
Shannon FullPresident/CEOFox Cities Chamber of Commerce and Regional [email protected]
Attracting and Keeping Millennial TalentAugust 11, 2016
Millennial Trends Impacting Chambers
Placemaking and Community-Focused Experiential and Purposeful Making a Difference – Key Motivator Network Building vs. Networking Events - Organic vs. Structured Diversity & Inclusion Essential – Fewer Boundaries Mentoring vs. Peer to Peer Highly Engaged/High Touch/High Communication
Transforming Program over last 18 months
THEN NOW• Traditional• Professional and Leadership
Development Focused• Structured• Staff-driven
• Breaking the Mold – Innovative• Balance between
Professional/Leadership and Community Impact
• Open Format• Volunteer-driven
OUTCOMES• 274 % increase in engagement• 30% increase in membership• 25% increase in sponsorship and corporate support
RECRUITING NEW, ENTRY-LEVEL, IT & ENGINEERING TALENT
TO THE FOX CITIES FROM AROUND THE MIDWEST
IEDC “Best in Show” Award Winner
3 DAY EVENT
DAY 1 DAY 2 DAY 3
WELCOME RECEPTIONS –
AIRPORT
CORPORATE
LEADERSHIP
ENGAGEMENT
CORPORATE TOURS
– IT & ENGINEERING
COMMUNITY AND
CORPORATE
LEADERSHIP
ENGAGEMENT
CAREER FAIR
YP TECH PANEL
DISCUSSION
SCAVENGER HUNT –
AMAZING RACE
STUDENT DEBRIEF
• 34 accepted full-time offers with 18 employers
• 20+ permanent positions/internships offered
• 62% placement
PERCEPTION/REALITY SURVEY OF STUDENTS
OUTCOMES
Panel Discussion and Questions