The Columbus Area Growth Council unveiled a new talent attraction toolkit for area employers to use as they invite skilled talent to relocate to the Columbus area. It features a dynamic website, a fast-paced four-minute video and four short videos.
Communities across the nation are competing for top talent and workforce attraction and retention are vital to building a strong local economy. Interviews with Columbus area employers revealed the specific challenges local companies face during the recruitment process.
“We know local recruiters are competing for talent with companies located in well-known tech hubs like San Francisco and Boston. We also know our community has unique quality of life advantages like low commute times and cost of living, but that we were lacking a resource to share those advantages with someone who has no prior knowledge of our area”, said Cindy Frey, president of the Columbus Area Chamber of Commerce.
The videos and website seek to establish a strong identity for Columbus as a diverse, friendly and vibrant community. Its primary target audience are the skilled workers, especially in manufacturing, technology or healthcare, who tend to be in high demand. It positions Columbus as more affordable than the tech hubs that tend to be a magnet for skilled talent.
The council hired Williams Randall Advertising, to develop the strategic messaging and the creative execution. Williams Randall built upon its previous work experience in Columbus, utilizing video from a campaign it completed in partnership with the Columbus Visitors Center and the Indiana Office of Tourism Development. Using this footage and other visual assets reduced the project cost and condensed the timeline.
“The Columbus Visitors Center saw this as an extension of its work to create a strong brand for our community. We were pleased that we were able to leverage our relationship with Williams Randall Advertising in order to produce tools that not only promotes the community’s assets, but also reinforces its brand,” said Karen Niverson, executive director of the Columbus Visitors Center.
The project was an outgrowth of the work the Council did to prepare its portion of the 21st Century Talent Region application. The region was awarded that designation in August 2019. It aligns with a comprehensive strategy to attract, retain and develop a skilled workforce, able to meet the current and future needs of area employers.
The toolkit is available to all area employers and can be accessed through the Columbus Area Chamber of Commerce website. Meanwhile, the Columbus Visitors Center, City of Columbus and Greater Columbus Economic Development will also host this video in the hopes that anyone seeking information about the community can readily discover it. The website URL is www.columbustalent.com
About the partners: The Growth Council is an alliance that includes Bartholomew County, City of Columbus, Columbus Area Chamber of Commerce, Community Education Coalition, Columbus Visitors Center, and Greater Columbus Economic Development. Each organization made a financial contribution to the $99,000 project. In addition, Columbus Regional Health, Cummins, Inc., Faurecia, Heritage Fund of Bartholomew County, and Toyota Material Handling USA also contributed.