A look at what to do when you want to launch a campaign to attract talent to your community. Plus some interesting data on why people relocate to different cities and the best opportunity for your community on who to attract to your region.

1. Got Talent?
Talent Flow Trends & Marketing Tools
Julie Curtin, EVP/Partner Chris Seals, Director
DCI RDA Global
@MarketingPlaces @TBD

2. Q: What Skill Set Do you Anticipate Your
Community Needing Most Over the Next Five Years?
Text the CODE below to 22333
• Engineers – 149762
• Bioscientists – 149765
• Healthcare – 149768
• Creative Talent – 149773
• Production Technicians – 149791
• Something Else – 149792

3. Q: Do you anticipate your community facing
a talent shortage over the next five years?
Text a CODE to 22333
Yes – 149821
No – 149901
Maybe? Not sure. - 149907

4. Current Global Talent Situation
• Nearly half (49%) of U.S. employers are experiencing
difficulty filling mission-critical positions within their
organizations.
• In 1991, less than half of U.S. jobs required skilled
workers, but by 2015, more than 75% will require
specialized skills.
• Despite continued high unemployment in
US, companies are seeing a “skills mismatch” in
certain industries.

5. Any City Can Attract & Retain Talent

6. Any City Can Attract & Retain Talent
Reasons Workers Moved in 2010-2011
60.0%
50.0%
Family-related reason
40.0%
30.0% Employment-related
reason
20.0% Housing-related reason
10.0%
Other reason
0.0%
Less than 80 to 320 321 to 803 804 km or
Less than 50 km
80 km – 200 201 -500 Over 500
km more
50 Miles Miles Miles Miles

7. Any City Can Attract & Retain Talent
60.0%
Three Critical Drivers
50.0%
Family-related reason
40.0%
30.0% Employment-related
reason
20.0% Housing-related reason
10.0%
Other reason
0.0%
Less than 80 to 320 321 to 803 804 km or
80 km km km more

8. Any City Can Attract & Retain Talent
60.0%
Three Critical Drivers
50.0%
Family-related reason
40.0%
Employment-related
30.0%
20.0%
Family reason
Housing-related reason
10.0%
Other reason
0.0%
Less than 80 to 320 321 to 803 804 km or
80 km km km more

9. Any City Can Attract & Retain Talent
60.0%
Three Critical Drivers
50.0%
Family-related reason
40.0%
Employment-related
30.0%
20.0%
Family reason
Housing-related reason
10.0%
Other reason
0.0% Housing &
Less than 80 to 320 Quality 804 km or
321 to 803 of
80 km km km more
Life

10. Any City Can Attract & Retain Talent
60.0%
Three Critical Drivers
50.0%
Family-related reason
40.0%
Job Employment-related
30.0%
20.0%
Family Market reason
Housing-related reason
10.0%
Other reason
0.0% Housing &
Less than 80 to 320 Quality 804 km or
321 to 803 of
80 km km km more
Life

11. Keys to Success in Talent Attraction
1. Understand your market.
2. Align your strategy with industry clusters
3. Be strategic with limited resources.

12. Understand Your Market

13. Mover Characteristics
0% 10% 20% 30%
Renter Housing 31%
Homeowner 7%
Under Age 35 22%
Over Age 35
Single
Life Phase
10%
20%
Married 10%
Non US Citizens 22%
Native US Citizens Citizenship 15%
Householder Income Under $50,000^ 16%
Earnings & Income
Householder Income Over $50,000^ 10%
Non-White 19%
White Diversity 14%
Male 16%
Female Others 15%

14. Mover Characteristics
Share of Workers who Moved 2010-2011
0% 10% 20% 30%
Renter Housing 31%
Homeowner 7%
Under Age 35 22%
Over Age 35
Single
Life Phase
10%
20%
Married 10%
Non US Citizens 22%
Native US Citizens Citizenship 15%
Householder Income Under $50,000^ 16%
Earnings & Income
Householder Income Over $50,000^ 10%
Non-White 19%
White Diversity 14%
Male 16%
Female Others 15%

15. Mover Characteristics
Share of Workers who Moved 2010-2011
0% 10% 20% 30%
Renter 31%
Homeowner 7%
Under Age 35 22%
Over Age 35
Single
Life Phase
10%
20%
Married 10%
Non US Citizens 22%
Native US Citizens Citizenship 15%
Householder Income Under $50,000^ 16%
Earnings & Income
Householder Income Over $50,000^ 10%
Non-White 19%
White Diversity 14%
Male 16%
Female Others 15%

16. Mover Characteristics
Share of Workers who Moved 2010-2011
0% 10% 20% 30%
Renter 31%
Homeowner 7%
Under Age 35 22%
Over Age 35 10%
Single 20%
Married 10%
Non US Citizens 22%
Native US Citizens Citizenship 15%
Householder Income Under $50,000^ 16%
Earnings & Income
Householder Income Over $50,000^ 10%
Non-White 19%
White Diversity 14%
Male 16%
Female Others 15%

17. Mover Characteristics
Share of Workers who Moved 2010-2011
0% 10% 20% 30%
Renter 31%
Homeowner 7%
Under Age 35 22%
Over Age 35 10%
Single 20%
Married 10%
Non US Citizens 22%
Native US Citizens 15%
Householder Income Under $50,000^ 16%
Earnings & Income
Householder Income Over $50,000^ 10%
Non-White 19%
White Diversity 14%
Male 16%
Female Others 15%

18. Mover Characteristics
Share of Workers who Moved 2010-2011
0% 10% 20% 30%
Renter 31%
Homeowner 7%
Under Age 35 22%
Over Age 35 10%
Single 20%
Married 10%
Non US Citizens 22%
Native US Citizens 15%
Householder Income Under $50,000^ 16%
Householder Income Over $50,000^ 10%
Non-White 19%
White Diversity 14%
Male 16%
Female Others 15%

19. Mover Characteristics
Share of Workers who Moved 2010-2011
0% 10% 20% 30%
Renter 31%
Homeowner 7%
Under Age 35 22%
Over Age 35 10%
Single 20%
Married 10%
Non US Citizens 22%
Native US Citizens 15%
Householder Income Under $50,000^ 16%
Householder Income Over $50,000^ 10%
Non-White 19%
White 14%
Male 16%
Female Others 15%

20. Mover Characteristics
Share of Workers who Moved 2010-2011
0% 10% 20% 30%
Renter 31%
Homeowner 7%
Under Age 35 22%
Over Age 35 10%
Single 20%
Married 10%
Non US Citizens 22%
Native US Citizens 15%
Householder Income Under $50,000^ 16%
Householder Income Over $50,000^ 10%
Non-White 19%
White 14%
Male 16%
Female 15%

21. Addressable Talent Market
• Approximately 47 million US residents migrate annually.
• Almost 19 million are active in the labor force*
Employed Unemployed
Number Share Number Share
Labour Force 138,410 100% 14,458 100.%
Non-Movers 122,473 89% 11,824 82%
All Movers 15,937 12% 2,634 18%
Local 10,609 8% 1,746 12%
Short Distance 2,887 2.1% 370 2.6%
Long-distance 1,002 0.7% 204 1.4% 6.2M
Interregional/International 1,439 1.0% 314 2.2%
*Students, minors, retirees, and non-participants comprise the remainder

22. Inter-City Mobility by Occupation 4.7%
Arts, Design, Entertainment, Sports, and Media 9.4%
Management 7.7%
Legal 7.0%
Farming, Fishing, and Forestry 6.8%
Construction and Extraction 6.8%
Personal Care and Service 6.4%
Life, Physical, and Social Science 6.4%
Sales and Related 5.9%
Computer and mathematical science 5.2%
Architecture and Engineering 5.2%
Building and Grounds Cleaning and Maintenance 5.1%
Community and social services 5.0%
Business and Financial Operations 4.5%
Food Preparation and Serving Related 4.3%
Education, Training, and Library 3.9%
Office and Administrative Support 3.9%
Protective Service 3.8%
Transportation and Material Moving 3.8%
Healthcare Practitioners and Technical 3.6%
Installation, Maintenance, and Repair 3.2%
Healthcare Support 3.2%
Production 3.1%
Average All
Source: ACS, Annual Average2005-2010 Workers

23. Workers Making an Inter-City Move*
Arts, Design, Entertainment, Sports, and Media 162,882 More Mobile
Management 475,562
Legal 69,665
Farming, Fishing, and Forestry 27,912
Construction and Extraction 334,910
Personal Care and Service 232,764
Life, Physical, and Social Science 68,999
Sales and Related 800,542
Computer and mathematical science 177,018
Architecture and Engineering 119,656
Building and Grounds Cleaning and Maintenance 211,712
Community and social services 94,908
Business and Financial Operations 280,546
Food Preparation and Serving Related 484,581
Education, Training, and Library 332,095
Office and Administrative Support 831,573
Protective Service 123,165
Transportation and Material Moving 324,470
Healthcare Practitioners and Technical 272,508
Installation, Maintenance, and Repair 161,253
Healthcare Support 124,869
Production 261,842
*Annual Average 2005-2010
Source: ACS

24. Ratio: Vacancies
Movers Filling Shortages to Labor Force
Over 35%
Arts, Design, Entertainment, Sports, and Media 162,882 25% - 34%
Management 475,562 15% - 24%
Legal 69,665 10% – 14%
Farming, Fishing, and Forestry 27,912 5% - 9%
Construction and Extraction 334,910 Under 5%
Personal Care and Service 232,764
Life, Physical, and Social Science 68,999
Sales and Related 800,542
Computer and mathematical science 177,018
Architecture and Engineering 119,656
Building and Grounds Cleaning and Maintenance 211,712
Community and social services 94,908
Business and Financial Operations 280,546
Food Preparation and Serving Related 484,581
Education, Training, and Library 332,095
Office and Administrative Support 831,573
Protective Service 123,165
Transportation and Material Moving 324,470
Healthcare Practitioners and Technical 272,508
Installation, Maintenance, and Repair 161,253
Healthcare Support 124,869
Production 261,842
*Annual Average 2005-2010
Source: ACS, RDA Global Job Vacancy Database

25. Mobile Talent Competition
Arts, Design, Entertainment, Sports, and Media 162,882
Management 475,562
Legal 69,665
Farming, Fishing, and Forestry 27,912
Construction and Extraction 334,910
Personal Care and Service 232,764
Life, Physical, and Social Science 68,999
Sales and Related 800,542
Computer and mathematical science 177,018
Architecture and Engineering 119,656
Building and Grounds Cleaning and Maintenance 211,712
Community and social services 94,908
Business and Financial Operations 280,546
Food Preparation and Serving Related 484,581
Education, Training, and Library 332,095
Office and Administrative Support 831,573
Protective Service 123,165
Transportation and Material Moving 324,470
Healthcare Practitioners and Technical 272,508
Installation, Maintenance, and Repair 161,253
Healthcare Support 124,869
Production 261,842
*Annual Average 2005-2010

26. Mobile Talent Competition
Arts, Design, Entertainment, Sports, and Media 162,882
Management 475,562
Legal 69,665In-Demand with
Farming, Fishing, and Forestry 27,912 High Mobility
Construction and Extraction 334,910
Personal Care and Service 232,764
Life, Physical, and Social Science 68,999
Sales and Related 800,542
Computer and mathematical science 177,018
Architecture and Engineering 119,656
Building and Grounds Cleaning and Maintenance 211,712
Community and social services 94,908
Business and Financial Operations 280,546
Food Preparation and Serving Related 484,581
Education, Training, and Library 332,095
Office and Administrative Support 831,573
Protective Service 123,165
Transportation and Material Moving 324,470
Healthcare Practitioners and Technical 272,508
Installation, Maintenance, and Repair 161,253
Healthcare Support 124,869
Production 261,842
*Annual Average 2005-2010

27. Mobile Talent Competition
Arts, Design, Entertainment, Sports, and Media 162,882
Management 475,562
Legal 69,665In-Demand with
Farming, Fishing, and Forestry 27,912 High Mobility
Construction and Extraction 334,910
Personal Care and Service 232,764
Life, Physical, and Social Science 68,999
Sales and Related Highly Desirable 800,542
Computer and mathematical science 177,018
+Good Mobility
Architecture and Engineering 119,656
Building and Grounds Cleaning and Maintenance 211,712
Community and social services 94,908
Business and Financial Operations 280,546
Food Preparation and Serving Related 484,581
Education, Training, and Library 332,095
Office and Administrative Support 831,573
Protective Service 123,165
Transportation and Material Moving 324,470
Healthcare Practitioners and Technical 272,508
Installation, Maintenance, and Repair 161,253
Healthcare Support 124,869
Production 261,842
*Annual Average 2005-2010

28. Mobile Talent Competition
Arts, Design, Entertainment, Sports, and Media 162,882
Management 475,562
Legal 69,665In-Demand with
Farming, Fishing, and Forestry 27,912 High Mobility
Construction and Extraction 334,910
Personal Care and Service 232,764
Life, Physical, and Social Science 68,999
Sales and Related Highly Desirable 800,542
Computer and mathematical science 177,018
+Good Mobility
Architecture and Engineering 119,656
Building and Grounds Cleaning and Maintenance 211,712
Community and social services 94,908
Business and Financial Operations 280,546
Food Preparation and Serving Related
Education, Training, and Library
In-Demand484,581
332,095
but
Office and Administrative Support Less Mobile 831,573
Protective Service 123,165
Transportation and Material Moving 324,470
Healthcare Practitioners and Technical 272,508
Installation, Maintenance, and Repair 161,253
Healthcare Support 124,869
Production 261,842

29. Mobile Talent Competition
Arts, Design, Entertainment, Sports, and Media 162,882
Management 475,562
Legal 69,665In-Demand with
Farming, Fishing, and Forestry 27,912 High Mobility
Construction and Extraction 334,910
Personal Care and Service 232,764
Life, Physical, and Social Science 68,999
Sales and Related Highly Desirable 800,542
Computer and mathematical science 177,018
+Good Mobility
Architecture and Engineering 119,656
Building and Grounds Cleaning and Maintenance 211,712
Community and social services 94,908
Business and Financial Operations 280,546
Food Preparation and Serving Related
Education, Training, and Library
In-Demand484,581
332,095
but
Office and Administrative Support Less Mobile 831,573
Protective Service 123,165
Transportation and Material Moving 324,470
Healthcare Practitioners and Technical High Demand but
272,508
Installation, Maintenance, and Repair 161,253
Healthcare Support 124,869 Very Mobile
Not
Production 261,842
*Annual Average 2005-2010

30. Addressable Market of STEM Workers
Pct. of Workers Making an Inter-City Move
STEM Group US Labor Force** Movers*
S - Science Occupations 3,880,400 207,005
T - Technology Occupations 4,594,080 230,074
E - Engineering Occupations 2,495,380 123,446
M - Math Occupations 2,482,100 151,845
Non-STEM Occupations 114,826,790 5,261,061
Grand Total 128,278,750 5,973,431
*Annual Average 2005-2010
**2011

31. Addressable Market of STEM Workers
Pct. of Workers Making an Inter-City Move
STEM Group US Labor Force** Movers*
S - Science Occupations 3,880,400 207,005
T - Technology Occupations 13.4 M 4,594,080 712,000 230,074
STEM Movers Per
E - Engineering Occupations Workers 2,495,380 Year 123,446
M - Math Occupations 2,482,100 151,845
Non-STEM Occupations 114,826,790 5,261,061
Grand Total 128,278,750 5,973,431
*Annual Average 2005-2010
**2011

32. Mobility of STEM Workers
Pct. of Workers Making an Inter-City Move
4.7%
S - Science Occupations 5.3%
T - Technology Occupations 5.0%
E - Engineering Occupations 4.9%
M - Math Occupations 6.1%
Non-STEM Occupations 4.6%
Average All
Occupations
*Annual Average 2005-2010

33. Addressable Market of Creative Class
Pct. of Workers Making an Inter-City Move
Creative Group Workers** Movers*
CC - Arts, Communications, and Entertainment 1,630,000 157,323
CC - Business & Managers 12,361,900 756,107
CC - Education and Social Services 11,169,010 491,916
CC - Engineering, Architecture, Math and Sciences 3,506,920 198,420
CC - Health 7,515,040 272,508
CC - Technology 4,052,290 208,389
Other Occupations - Non CC 88,043,590 3,888,768
Total 128,278,750 5,973,431
*Annual Average 2005-2010
**2011

34. Addressable Market of Creative Class
Pct. of Workers Making an Inter-City Move
Creative Group Workers** Movers*
CC - Arts, Communications, and Entertainment 1,630,000 157,323
CC - Business & Managers 12,361,900 756,107
CC - Education and Social Services 11,169,010 Over 2 491,916
Million
CC - Engineering, Architecture, Math and Sciences 3,506,920 Movers 198,420
CC - Health 7,515,040 272,508
CC - Technology 4,052,290 208,389
Other Occupations - Non CC 88,043,590 3,888,768
Total 128,278,750 5,973,431
*Annual Average 2005-2010
**2011

35. Mobility of Creative Class
Pct. of Workers Making an Inter-City Move
4.7% 5.2%
CC - Arts, Communications, and Entertainment 9.7%
CC - Business & Managers 6.1%
CC - Engineering, Architecture, Math and Sciences 5.7%
CC - Technology 5.1%
CC - Education and Social Services 4.4%
CC - Health 3.6%
Other Occupations - Non CC 4.4%
Average All Average of
Occupations Creative Class
*Annual Average 2005-2010

36. Informing Your Talent Attraction & Retention Strategy:
Understand Your Market
1. Understand the needs of Local Employers
– Occupations in Demand
– Skills Required
– Experience Level Needed
2. Understand Winning Sources of Skilled Workers
– Where are you drawing workers from?
– Do they meet the needs of your employers?
3. Understand your Competition
– For workers leaving your city: Where are they going?
– What are your critical talent flight risks?
– Why are they leaving? | What strategies will work to retain them?

37. Informing Your Talent Attraction & Retention Strategy:
Understand Your Market
Houston Case Study

38. What is Houston’s Talent Market?
Houston

39. What is Houston’s Talent Market?
Sources:
TalentAttractionStrategies.com
Talentflow Database
Based on Analysis of the
American Community Survey
Its Free!
Houston

40. What is Houston’s Talent Market?
Houston is…..
• The 5th largest metro area in the US.
• Ranked 7th in the US for total talent attraction.
• Attracted 631,000 workers between 2005 and 2010
• Lost 441,000 workers in the same period
• Net gain of 190,000 workers.
Houston

41. What is Houston’s Talent Market?
Houston’s Industry Clusters
• Energy
• International Trade | Transportation & Distribution
• Aerospace & Aviation
• Life Sciences & Biotechnology
• Corporate Headquarters
• Manufacturing
• Nanotechnology
• Advanced Technologies
Houston

42. What is Houston’s Talent Market?
Houston’s Industry Clusters
• Energy
• International Trade | Transportation & Distribution
• Aerospace & Aviation
• Life Sciences & Biotechnology 6 out of 8 are
• Corporate Headquarters
• Manufacturing STEM-
• Nanotechnology Dependent
• Advanced Technologies
Houston

43. Houston Talent Flow 2005-2010
Top 20 Source Cities Top 20 Competitor Cities
1. Dallas-Fort Worth, TX 43,506 1. Dallas-Fort Worth, TX 47,404
2. New Orleans, LA 43,170 2. Austin, TX 40,453
3. Galveston-Texas City, TX 33,390 3. Galveston-Texas… 36,297
4. Austin, TX 30,504 4. San Antonio, TX 23,764
5. San Antonio, TX 20,935 5. Bryan-College… 20,819
6. Los Angeles-Long… 20,672 6. New Orleans, LA 17,281
7. Beaumont-Port Arthur-… 20,357 7. Beaumont-Port… 11,182
8. New York-Northeastern… 18,830 8.… 9,140
9. Bryan-College Station, TX 14,030 9. Atlanta, GA 8,377
10. Other Metro Areas in… 12,110 10. McAllen-Edinburg-… 7,752
11. Chicago-Gary-Lake, IL 11,869 11. Chicago-Gary-… 7,586
12. Washington, DC/MD/VA 10,270 12. Los Angeles-Long… 7,378
13. Atlanta, GA 8,420 13. New York-… 7,013
14. San Francisco-… 8,203 14. Denver-Boulder, CO 6,296
15. McAllen-Edinburg-… 7,585 15. Lubbock, TX 5,596
16. Killeen-Temple, TX 7,005 16. Baton Rouge, LA 5,227
17. Baton Rouge, LA 6,211 17. Oklahoma City, OK 5,046
18. San Diego, CA 5,504 18. San Diego, CA 4,985
19. Riverside-San… 4,993 19. Waco, TX 4,352
20. Miami-Fort… 4,327 20. Killeen-Temple, TX 3,838
Source: American Community Survey

44. Top Competitors by Net Migration Out- In- Net
Destination City Migration Migration Migration
Austin, TX 40,453 30,504 (9,949)
Bryan-College Station, TX 20,819 14,030 (6,789)
Dallas-Fort Worth, TX 47,404 43,506 (3,898)
Galveston-Texas City, TX 36,297 33,390 (2,907)
San Antonio, TX 23,764 20,935 (2,829)
Jacksonville, NC 2,253 326 (1,927)
Shreveport, LA 3,059 1,439 (1,620)
Colorado Springs, CO 2,761 1,192 (1,569)
Lubbock, TX 5,596 4,038 (1,558)
Baltimore, MD 2,757 1,353 (1,404)
Waco, TX 4,352 3,090 (1,262)
Sarasota, FL 1,993 754 (1,239)
West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)
Tyler, TX 3,227 2,264 (963)
Minneapolis-St.Paul, MN 3,253 2,328 (925)
Lincoln, NE 1,156 400 (756)
Reno, NV 913 166 (747)
Salt Lake City-Ogden, UT 2,035 1,325 (710)
SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)
Columbia, SC 1,637 1,070 (567)

45. Top Competitors by Net Migration Out- In- Net
Destination City Migration Migration Migration
Austin, TX 40,453 30,504 (9,949)
Bryan-College Station, TX 20,819 14,030 (6,789)
Dallas-Fort Worth, TX 47,404 43,506 (3,898)
Galveston-Texas City, TX 36,297 33,390 (2,907)
San Antonio, TX Top 20 Cities 23,764 20,935 (2,829)
Jacksonville, NC 2,253 326 (1,927)
Shreveport, LA Account for half 3,059 1,439 (1,620)
Colorado Springs, CO
Lubbock, TX
(48%) of all 2,761
5,596
1,192
4,038
(1,569)
(1,558)
Baltimore, MD
Waco, TX
losses. 2,757
4,352
1,353
3,090
(1,404)
(1,262)
Sarasota, FL 1,993 754 (1,239)
West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)
Tyler, TX 3,227 2,264 (963)
Minneapolis-St.Paul, MN 3,253 2,328 (925)
Lincoln, NE 1,156 400 (756)
Reno, NV 913 166 (747)
Salt Lake City-Ogden, UT 2,035 1,325 (710)
SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)
Columbia, SC 1,637 1,070 (567)

46. Top Competitors by Net Migration Out- In- Net
Destination City Migration Migration Migration
Austin, TX 40,453 30,504 (9,949)
Bryan-College Station, TX 20,819 14,030 (6,789)
Dallas-Fort Worth, TX Mostly to Other 47,404 43,506 (3,898)
Galveston-Texas City, TX 36,297 33,390 (2,907)
San Antonio, TX Cities in Texas 23,764 20,935 (2,829)
Jacksonville, NC 2,253 326 (1,927)
Shreveport, LA (41% of losses) 3,059 1,439 (1,620)
Colorado Springs, CO 2,761 1,192 (1,569)
Lubbock, TX 5,596 4,038 (1,558)
Baltimore, MD 2,757 1,353 (1,404)
Waco, TX 4,352 3,090 (1,262)
Sarasota, FL 1,993 754 (1,239)
West Palm Beach-Boca Raton-Delray Beach, FL 2,190 1,132 (1,058)
Tyler, TX 3,227 2,264 (963)
Minneapolis-St.Paul, MN 3,253 2,328 (925)
Lincoln, NE 1,156 400 (756)
Reno, NV 913 166 (747)
Salt Lake City-Ogden, UT 2,035 1,325 (710)
SanLuis Obispo- Atascad-PRobles, CA 759 51 (708)
Columbia, SC 1,637 1,070 (567)

47. Top Sources by Net Migration Out- In- Net
Source City Migration Migration Migration
New Orleans, LA 17,281 43,170 25,889
Los Angeles-Long Beach, CA 7,378 20,672 13,294
New York-Northeastern NJ 7,013 18,830 11,817
Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175
San Francisco-Oakland-Vallejo, CA 3,216 8,203 4,987
Chicago-Gary-Lake, IL 7,586 11,869 4,283
Killeen-Temple, TX 3,838 7,005 3,167
Riverside-San Bernadino, CA 2,405 4,993 2,588
Lafayette, LA 2,130 4,269 2,139
El Paso, TX 1,619 3,670 2,051
Brownsville - Harlingen-San Benito, TX 2,149 4,184 2,035
Jacksonville, FL 830 2,760 1,930
Birmingham, AL 196 1,903 1,707
Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563
Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544
Detroit, MI 1,361 2,882 1,521
Jackson, MS 436 1,927 1,491
Little Rock-North Little Rock, AR 906 2,339 1,433
San Jose, CA 1,175 2,593 1,418
Odessa, TX 1,930 3,282 1,352

48. Top Sources by Net Migration Out- In- Net
Source City Migration Migration Migration
New Orleans, LA 17,281 43,170 25,889
Los Angeles-Long Beach, CA 7,378 20,672 13,294
New York-Northeastern NJ Top 20 Source 7,013 18,830 11,817
Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175
San Francisco-Oakland-Vallejo, CACities Account 3,216 8,203 4,987
Chicago-Gary-Lake, IL 7,586 11,869 4,283
Killeen-Temple, TX
for over a 3,838 7,005 3,167
Riverside-San Bernadino, CA quarter of 2,405 4,993 2,588
Lafayette, LA 2,130 4,269 2,139
El Paso, TX in-migration 1,619 3,670 2,051
Brownsville - Harlingen-San Benito, TX
Jacksonville, FL
(28%) 2,149
830
4,184
2,760
2,035
1,930
Birmingham, AL 196 1,903 1,707
Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563
Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544
Detroit, MI 1,361 2,882 1,521
Jackson, MS 436 1,927 1,491
Little Rock-North Little Rock, AR 906 2,339 1,433
San Jose, CA 1,175 2,593 1,418
Odessa, TX 1,930 3,282 1,352

49. Top Sources by Net Migration Out- In- Net
Source City Migration Migration Migration
New Orleans, LA 17,281 43,170 25,889
Los Angeles-Long Beach, CA 7,378 20,672 13,294
New York-Northeastern NJ Mainly from 7,013 18,830 11,817
Beaumont-Port Arthur-Orange,TX 11,182 20,357 9,175
San Francisco-Oakland-Vallejo, CA outside of 3,216 8,203 4,987
Chicago-Gary-Lake, IL 7,586 11,869 4,283
Killeen-Temple, TX
Texas 3,838 7,005 3,167
Riverside-San Bernadino, CA 2,405 4,993 2,588
Lafayette, LA 2,130 4,269 2,139
El Paso, TX 1,619 3,670 2,051
Brownsville - Harlingen-San Benito, TX 2,149 4,184 2,035
Jacksonville, FL 830 2,760 1,930
Birmingham, AL 196 1,903 1,707
Miami-Fort Lauderdale-Pompano Beach, FL 2,764 4,327 1,563
Tampa-St. Petersburg-Clearwater, FL 2,587 4,131 1,544
Detroit, MI 1,361 2,882 1,521
Jackson, MS 436 1,927 1,491
Little Rock-North Little Rock, AR 906 2,339 1,433
San Jose, CA 1,175 2,593 1,418
Odessa, TX 1,930 3,282 1,352

50. Top Sources for STEM
What is Houston’s Best Market for STEM Talent?
A. Silicon Valley?
B. Research Triangle?
C. Detroit?
D. Boston?
E. Other Texas Cities?

51. Top Sources for STEM
City Out-Migration In-Migration Net Migration
New Orleans, LA 1,514 5,076 3,562
Austin, TX 3,484 5,563 2,079
New York-Northeastern NJ 1,488 3,142 1,654
Bryan-College Station, TX 810 2,337 1,527
San Francisco-Oakland-Vallejo, CA 537 1,949 1,412
Baton Rouge, LA 506 1,737 1,231
Oklahoma City, OK 1,164 2,320 1,156
Los Angeles-Long Beach, CA 1,074 2,191 1,117
Lafayette, LA 76 1,057 981
Beaumont-Port Arthur-Orange,TX 742 1,715 973
San Jose, CA 204 995 791
Orlando, FL 120 827 707
Riverside-San Bernadino, CA 84 777 693
Jacksonville, FL 59 658 599
Kansas City, MO/KS 56 580 524
Killeen-Temple, TX 199 576 377
Baltimore, MD 170 445 275
Sacramento, CA 60 333 273
Nashville, TN 207 475 268
Jackson, MS 181 427 246

52. Top Sources for STEM
City Out-Migration In-Migration Net Migration
New Orleans, LA 1,514 5,076 3,562
Austin, TX 3,484 5,563 2,079
New York-Northeastern NJ 1,488 3,142 1,654
Bryan-College Station, TX
Key Markets: 810 2,337 1,527
San Francisco-Oakland-Vallejo, CA 537 1,949 1,412
Baton Rouge, LA 506 1,737 1,231
Oklahoma City, OK 1,164 2,320 1,156
Los Angeles-Long Beach, CA 1,074 2,191 1,117
Lafayette, LA 76 1,057 981
Beaumont-Port Arthur-Orange,TX 742 1,715 973
San Jose, CA 204 995 791
Orlando, FL 120 827 707
Riverside-San Bernadino, CA 84 777 693
Jacksonville, FL 59 658 599
Kansas City, MO/KS 56 580 524
Killeen-Temple, TX 199 576 377
Baltimore, MD 170 445 275
Sacramento, CA 60 333 273
Nashville, TN 207 475 268
Jackson, MS 181 427 246

53. Top Sources for STEM
City Out-Migration In-Migration Net Migration
New Orleans, LA 1,514 5,076 3,562
Austin, TX 3,484 5,563 2,079
New York-Northeastern NJ 1,488 3,142 1,654
Bryan-College Station, TX
Key Markets: 810 2,337 1,527
San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412
Baton Rouge, LA 506 1,737 1,231
Oklahoma City, OK 1,164 2,320 1,156
Los Angeles-Long Beach, CA 1,074 2,191 1,117
Lafayette, LA 76 1,057 981
Beaumont-Port Arthur-Orange,TX 742 1,715 973
San Jose, CA 204 995 791
Orlando, FL 120 827 707
Riverside-San Bernadino, CA 84 777 693
Jacksonville, FL 59 658 599
Kansas City, MO/KS 56 580 524
Killeen-Temple, TX 199 576 377
Baltimore, MD 170 445 275
Sacramento, CA 60 333 273
Nashville, TN 207 475 268
Jackson, MS 181 427 246

54. Top Sources for STEM
City Out-Migration In-Migration Net Migration
New Orleans, LA 1,514 5,076 3,562
Austin, TX 3,484 5,563 2,079
New York-Northeastern NJ 1,488 3,142 1,654
Bryan-College Station, TX
Key Markets: 810 2,337 1,527
San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412
Baton Rouge, LA 506 1,737 1,231
Oklahoma City, OK 2. Gulf Coast 1,164 2,320 1,156
Los Angeles-Long Beach, CA 1,074 2,191 1,117
Lafayette, LA 76 1,057 981
Beaumont-Port Arthur-Orange,TX 742 1,715 973
San Jose, CA 204 995 791
Orlando, FL 120 827 707
Riverside-San Bernadino, CA 84 777 693
Jacksonville, FL 59 658 599
Kansas City, MO/KS 56 580 524
Killeen-Temple, TX 199 576 377
Baltimore, MD 170 445 275
Sacramento, CA 60 333 273
Nashville, TN 207 475 268
Jackson, MS 181 427 246

55. Top Sources for STEM
City Out-Migration In-Migration Net Migration
New Orleans, LA 1,514 5,076 3,562
Austin, TX 3,484 5,563 2,079
New York-Northeastern NJ 1,488 3,142 1,654
Bryan-College Station, TX
Key Markets: 810 2,337 1,527
San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412
Baton Rouge, LA 506 1,737 1,231
Oklahoma City, OK 2. Gulf Coast 1,164 2,320 1,156
Los Angeles-Long Beach, CA 1,074 2,191 1,117
Lafayette, LA
3. NYC 76 1,057 981
Beaumont-Port Arthur-Orange,TX 742 1,715 973
San Jose, CA 204 995 791
Orlando, FL 120 827 707
Riverside-San Bernadino, CA 84 777 693
Jacksonville, FL 59 658 599
Kansas City, MO/KS 56 580 524
Killeen-Temple, TX 199 576 377
Baltimore, MD 170 445 275
Sacramento, CA 60 333 273
Nashville, TN 207 475 268
Jackson, MS 181 427 246

56. Top Sources for STEM
City Out-Migration In-Migration Net Migration
New Orleans, LA 1,514 5,076 3,562
Austin, TX 3,484 5,563 2,079
New York-Northeastern NJ 1,488 3,142 1,654
Bryan-College Station, TX
Key Markets: 810 2,337 1,527
San Francisco-Oakland-Vallejo, CA 1. California 537 1,949 1,412
Baton Rouge, LA 506 1,737 1,231
Oklahoma City, OK 2. Gulf Coast 1,164 2,320 1,156
Los Angeles-Long Beach, CA 1,074 2,191 1,117
Lafayette, LA
3. NYC 76 1,057 981
Beaumont-Port Arthur-Orange, TX 4. Austin-College 742 1,715 973
San Jose, CA 204 995 791
Orlando, FL Station 120 827 707
Riverside-San Bernardino, CA 84 777 693
Jacksonville, FL 59 658 599
Kansas City, MO/KS 56 580 524
Killeen-Temple, TX 199 576 377
Baltimore, MD 170 445 275
Sacramento, CA 60 333 273
Nashville, TN 207 475 268
Jackson, MS 181 427 246

57. Top Sources for Intl. Trade & Mfg.
What is Houston’s best market production and transportation
occupations?
A. Southern California?
B. Chicago?
C. New Orleans?
D. Other Texas Cities?

58. Top Sources for Intl. Trade + Mfg.* Out- In- Net
City Migration Migration Migration
New Orleans, LA 1,679 5,824 4,145
Los Angeles-Long Beach, CA 552 3,616 3,064
Chicago-Gary-Lake, IL 268 1,492 1,224
New York-Northeastern NJ 602 1,708 1,106
San Diego, CA 166 1,249 1,083
Dallas-Fort Worth, TX 4,426 5,184 758
Washington, DC/MD/VA 559 1,177 618
Beaumont-Port Arthur-Orange,TX 1,985 2,462 477
Riverside-San Bernadino, CA 585 1,031 446
San Francisco-Oakland-Vallejo, CA 137 549 412
Atlanta, GA 386 777 391
Brownsville - Harlingen-San Benito, TX 223 593 370
Baton Rouge, LA 300 642 342
Nashville, TN 82 412 330
Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295
Killeen-Temple, TX 512 796 284
Phoenix, AZ 99 383 284
Amarillo, TX 97 377 280
Tacoma, WA 81 351 270
Springfield, MO 70 336 266
*Includes Production and Transportation Occupations

59. Top Sources for Intl. Trade + Mfg.* Out- In- Net
City Migration Migration Migration
New Orleans, LA 1,679 5,824 4,145
Los Angeles-Long Beach, CA 552 3,616 3,064
Chicago-Gary-Lake, IL 268 1,492 1,224
New York-Northeastern NJ
Key Markets: 602 1,708 1,106
San Diego, CA 166 1,249 1,083
Dallas-Fort Worth, TX 4,426 5,184 758
Washington, DC/MD/VA 559 1,177 618
Beaumont-Port Arthur-Orange,TX 1,985 2,462 477
Riverside-San Bernadino, CA 585 1,031 446
San Francisco-Oakland-Vallejo, CA 137 549 412
Atlanta, GA 386 777 391
Brownsville - Harlingen-San Benito, TX 223 593 370
Baton Rouge, LA 300 642 342
Nashville, TN 82 412 330
Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295
Killeen-Temple, TX 512 796 284
Phoenix, AZ 99 383 284
Amarillo, TX 97 377 280
Tacoma, WA 81 351 270
Springfield, MO 70 336 266
*Includes Production and Transportation Occupations

60. Top Sources for Intl. Trade + Mfg.* Out- In- Net
City Migration Migration Migration
New Orleans, LA 1,679 5,824 4,145
Los Angeles-Long Beach, CA 552 3,616 3,064
Chicago-Gary-Lake, IL 268 1,492 1,224
New York-Northeastern NJ
Key Markets: 602 1,708 1,106
San Diego, CA 1. S. California 166 1,249 1,083
Dallas-Fort Worth, TX 4,426 5,184 758
Washington, DC/MD/VA 559 1,177 618
Beaumont-Port Arthur-Orange,TX 1,985 2,462 477
Riverside-San Bernadino, CA 585 1,031 446
San Francisco-Oakland-Vallejo, CA 137 549 412
Atlanta, GA 386 777 391
Brownsville - Harlingen-San Benito, TX 223 593 370
Baton Rouge, LA 300 642 342
Nashville, TN 82 412 330
Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295
Killeen-Temple, TX 512 796 284
Phoenix, AZ 99 383 284
Amarillo, TX 97 377 280
Tacoma, WA 81 351 270
Springfield, MO 70 336 266
*Includes Production and Transportation Occupations

61. Top Sources for Intl. Trade + Mfg.* Out- In- Net
City Migration Migration Migration
New Orleans, LA 1,679 5,824 4,145
Los Angeles-Long Beach, CA 552 3,616 3,064
Chicago-Gary-Lake, IL 268 1,492 1,224
New York-Northeastern NJ
Key Markets: 602 1,708 1,106
San Diego, CA 1. S. California 166 1,249 1,083
Dallas-Fort Worth, TX 4,426 5,184 758
Washington, DC/MD/VA 2. Dallas & 559 1,177 618
Beaumont-Port Arthur-Orange,TX
Riverside-San Bernadino, CA
Beaumont 1,985
585
2,462
1,031
477
446
San Francisco-Oakland-Vallejo, CA 137 549 412
Atlanta, GA 386 777 391
Brownsville - Harlingen-San Benito, TX 223 593 370
Baton Rouge, LA 300 642 342
Nashville, TN 82 412 330
Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295
Killeen-Temple, TX 512 796 284
Phoenix, AZ 99 383 284
Amarillo, TX 97 377 280
Tacoma, WA 81 351 270
Springfield, MO 70 336 266
*Includes Production and Transportation Occupations

62. Top Sources for Intl. Trade + Mfg.* Out- In- Net
City Migration Migration Migration
New Orleans, LA 1,679 5,824 4,145
Los Angeles-Long Beach, CA 552 3,616 3,064
Chicago-Gary-Lake, IL 268 1,492 1,224
New York-Northeastern NJ
Key Markets: 602 1,708 1,106
San Diego, CA 1. S. California 166 1,249 1,083
Dallas-Fort Worth, TX 4,426 5,184 758
Washington, DC/MD/VA 2. Dallas & 559 1,177 618
Beaumont-Port Arthur-Orange,TX
Riverside-San Bernadino, CA
Beaumont 1,985
585
2,462
1,031
477
446
San Francisco-Oakland-Vallejo, CA 3. Chicago 137 549 412
Atlanta, GA 386 777 391
Brownsville - Harlingen-San Benito, TX 223 593 370
Baton Rouge, LA 300 642 342
Nashville, TN 82 412 330
Melbourne-Titusville-Cocoa-Palm Bay, FL 137 432 295
Killeen-Temple, TX 512 796 284
Phoenix, AZ 99 383 284
Amarillo, TX 97 377 280
Tacoma, WA 81 351 270
Springfield, MO 70 336 266
*Includes Production and Transportation Occupations

63. Flight Risk & Retention Losses Retention
Occupation 2005-2010 Rate
Arts, Design, Entertainment, Sports, and Media Occupations 9,969 58%
Management Occupations 40,297 70%
Community and social services occupations 5,336 75%
Legal Occupations 4,534 75%
Personal Care and Service Occupations 16,134 76%
Sales and Related Occupations 59,971 78%
Construction and Extraction Occupations 32,495 79%
Life, Physical, and Social Science Occupations 5,288 79%
Business and Financial Operations Occupations 19,979 82%
Computer and mathematical science occupations 11,241 83%
Food Preparation and Serving Related Occupations 35,456 83%
Healthcare Practitioners and Technical Occupations 19,607 85%
Education, Training, and Library Occupations 23,686 86%
Building and Grounds Cleaning and Maintenance Occupations 9,895 86%
Architecture and Engineering Occupations 10,683 86%
Protective Service Occupations 8,324 86%
Office and Administrative Support Occupations 54,229 87%
Healthcare Support Occupations 7,712 87%
Installation, Maintenance, and Repair Occupations 12,673 89%
Production Occupations 15,209 91%
*Includes Production and Transportation Occupations

64. Flight Risk & Retention Losses Retention
Occupation 2005-2010 Rate
Arts, Design, Entertainment, Sports, and Media Occupations 9,969 58%
Management Occupations 40,297 70%
Community and social services occupations 5,336 75%
Legal Occupations 4,534 75%
Personal Care and Service Occupations 16,134 76%
Sales and Related Occupations 59,971 78%
Construction and Extraction Occupations 32,495 79%
Life, Physical, and Social Science Occupations 5,288 79%
Business and Financial Operations Occupations 19,979 82%
Computer and mathematical science occupations 11,241 83%
Food Preparation and Serving Related Occupations 35,456 83%
Healthcare Practitioners and Technical Occupations 19,607 85%
Education, Training, and Library Occupations 23,686 86%
Building and Grounds Cleaning and Maintenance Occupations 9,895 86%
Architecture and Engineering Occupations 10,683 86%
Protective Service Occupations 8,324 86%
Office and Administrative Support Occupations 54,229 87%
Healthcare Support Occupations 7,712 87%
Installation, Maintenance, and Repair Occupations 12,673 89%
Production Occupations 15,209 91%
*Includes Production and Transportation Occupations

65. Houston Case Study
• Attraction opportunity:
• Los Angeles • STEM
• NYC • Transportation + Production
• San Francisco Bay Area • Business & Financial
• Chicago • General Attraction
• Louisiana Cities
• Retention focus:
• Austin • STEM
• Dallas-Ft. Worth • Management
• Arts, Design, Communications

66. Houston Case Study
Potential Attraction Strategies Potential Retention Strategies
• Strengthen Houston market position • Increase home ownership, esp.
& brand in target cities among creative workers in
households under $50k
• Targeted marketing via professional
networks for STEM occupations • Leverage Houston’s high diversity &
retain internationals.
• Provide strategic intelligence for
larger Houston employers in target • Insure strong professional &
industry clusters management development as part
of Houston’s industry cluster
• Social network marketing to strategies.
hometown Houstonians

67. Six Steps for Designing a
Talent Attraction Campaign
1. Engage Business Community Early.
2. Understand your market.
3. Create A Brand for Campaign.
4. Launch a Talent Portal/Microsite.
5. Build a Fully Integrated Campaign.
6. Involve Ambassadors as Face of Campaign.

68. 1. Engage Your
Business Community Early
• In-person
• Surveys
• Industry associations
• HR managers
• Universities
• Offer value
• Get financial support
• Engage regional
partners

69. …Including Working Closely with Your CVB
Usual Relationship Talent Attraction Relationship
CVB wants
to attract
visitors
Oil
Water
You want to
attract
future
residents

70. 2. Understand the Market
• Survey skilled workers
• Focus on recent transplants
• Identify strengths of community
• Uncover weaknesses
• Understand how audience gets information
• Build brand around findings
• Reinforce positive assets

72. Sources of Information about
Research Triangle, Prior to Moving Here
Based on mean score
on a scale of 1 (Not at all influential) – 5 (Extremely influential)
5
4
3.09 2.92 2.91 2.76
3 2.57
2.35
2 1.45
1
Friends Family Rankings Other Work Articles in Social media
colleagues newspapers/ sites
magazines
*Based on 254 respondents

73. Change Amplify
Misperceptions Advantages

74. 3. Create a Brand Aimed at
Consumers

75. 4. Launch a Talent
Portal/Microsite
1. Serves as a regional source for prospective job
seekers;
2. Serves as a go-to-site for local networking, and
Digital Ambassadors;
3. Serves as a one-stop-shop for local HR
managers, recruiters, and current talent.

76. Talent Portals/Microsites
A few sites for review:
• www.WorkintheTriangle.com
• www.WeAreNYTech.com
• www.WorkinLou.com
• www.RichmondJobNet.com
• www.LiveWorkPortland.org
• www.HelloWestMichigan.com

77. 5. Build a Fully Integrated
Marketing Campaign
• Brand, logo and tagline • PR and media relations
• Website • Giveaways
• Events • Marketing collateral
• Job fairs
• Trade show booths
• Ambassador campaign
• Social and digital media • Advertising

79. Joel Kotkin

80. 6. Involve Ambassadors as the
Face of Your Campaign
• Family and friends =
top sources of
information
• People want to connect
with similar people
• Build pride and
engagement in
community
• Launch a Digital
Ambassador program

82. 82

83. “Now that the world is flat, talent
can reside anywhere, work anytime
and live anyplace, and they can be
managed globally. Talent is in the
driver’s seat today, not the
employer.”
Celia Harper-Guerra, Senior Vice President Talent
Acquisition and Talent Development, Allscripts

84. For More Information on
Talent Attraction
AboutDCI.com TalentAttractionStrategies.com