Post on 16-Jul-2020
Brainport Eindhoven
SYSTEM OF SYSTEM
COLLABORATION
DATA SCIENCE
HUMAN-TECHNOLOGY INTERACTION
HIGH TECH SYSTEMS
MATERIALS
DESIGN
Innovation timeline
Samenwerking uit noodzaak
Waar staan we nu?
Bron: ‘Top 25 Bedrijven R&D’, Technisch Weekblad
0 100 200 300 400 500 600 700 800
VDL Groep
DAF Trucks
DSM
NXP
KPN
Philips
ASML
MILJOEN EURO
in R&D
Koploper
Bron: CBS
Economische groei 2017 t.o.v. 2016
Groei: 4,9%
van Nederland
Dé banenmotor
Wat is er nodig?
Toevoegen verbeelding Actie Agenda
3 MAINPORTS
Brainport Eindhoven ontvangt 130.000.000 euro
THE EMOTIONAL ORIENTATION AND DECISION JOURNEY OF INTERNATIONAL TALENTS
Launch Brainport Talent Attraction Program
30
Doel:
▪ Inzicht krijgen in de emotionele oriëntatie- en beslisfase van internationale Tech en IT talenten.
▪ Strategie ontwikkelen ten behoove van aantrekkentalent.
TALENT MASLOW
INSIGHTS EMOTIONAL TALENT JOURNEY
31
OWN DEVELOPMENT
URGENT NEED TO
IMPROVE
(CIRCUMSTANCES)
RE-ACTIVE
PULL
SEDUCE
PRO-ACTIVE
PUSH
FACILITATE
WISH TO IMPROVE
(CIRCUMSTANCES)
IN-DEPTH ANALYSIS OF VACANCYNot just a(nother) job
INSIGHTS EMOTIONAL TALENT JOURNEY
▪ Impact on societal challenges
▪ Challenging job
▪ Room for personal growth
customer journey marketing
STAP 1. MAAK JE VERHAAL
STAP 2. BIED PODIUM
STAP 3. VERTEL HET DE
WERELD
STAP 4. MAAK FANS
Tech Xperience Week
Uitgangspunt: seeing is believing
10 toptalenten uit
10 landen bezoeken
10 hotspots
Doelstellingen campagne
• Awareness: Bereik 1.000.000 potentiële kenniswerkers wereldwijd (hoogopgeleid, 25-35 jaar, tech & it, interesse in innovatie)
• Conversie: 15.000 extra bezoekers op pagina ‘vacancies’ www.brainporteindhoven.com
samenwerking
Intensieve
PartnersProvincie BrabantEHV365 + EHV 247Gemeente EindhovenHelmond MarketingHolst CentreTNOPhilipsASMLVDL-etgHuijbregts GroepTU/eDutch Design FoundationFuji FilmVan der Lande
Campagne bestaat uit twee piekmomenten:
1) Werving toptalenten : 1 juni tot 15 juli
2) Tech Experience Week : 1 oktober tot 15 nov
Fase 1: wervingscampagne
Zes verschillende kanalen:• Digitale mailing
• Adwords
• Eigen netwerk (lokaal & internationaal)
• Ambassades 13 focuslanden
50
ASML
Dutch Design Week
Fuji
Holst Centre
Strijp-S
TU/e
Philips
PSV
This is the human Silicon Valley
This is better thanDisney.
I see happy people whichis not common in the rest
of the world.Fresh, open minded,
creative, interconnected, trust
based and a surprisingplace full of inspiration.
It’s the result of consistent investment
in collaborativeculture, openness and
innovation
Resultaten (status 20 november 2018)
• Awareness: 5.500.000 (1.000.000)
• Conversie (bezoek website ‘vacancies’): 32.697 (15.000)
Wat heeft de customer journey opgeleverd?
• Het vormt de basis voor de marketingstrategie
• Het voorkomt discussie
• Het legt je sterke en zwakke plekken bloot
• Het versterkt de relaties met onze partners
End.
THE EMOTIONAL ORIENTATION AND DECISION JOURNEY OF INTERNATIONAL TALENTS
Launch Brainport Talent Attraction Program
61
Goal:
▪ Insight in the emotional orientation- and decision journey of international tech and IT talents.
▪ Developing a strategy in order to attract and keep talents in this region.
EMOTIONAL TALENT JOURNEY
LAUNCH BRAINPORT TALENT ATTRACTION PROGRAM
62
10% conscious
90% unconscious
▪ Functional versus emotional experience▪ 3-5 insights per episode▪ Specialised qualitative interview research
EMOTIONAL TALENT JOURNEY
LAUNCH BRAINPORT TALENT ATTRACTION PROGRAM
63
Engineering services and processes in
order to get them in line with
Customer Emotional Experience
Which experiences create a deep
emotional relation? Discovering where and when
to make the difference
CUSTOMER TALENT JOURNEY APPROACH
LAUNCH BRAINPORT TALENT ATTRACTION PROGRAM
64
Organisation
Generating 9+ ideas for selected
Moments of Truth.
Developing strategy.
Working towards the optimal
customer experience.
CUSTOMER JOURNEY 1.0 CUSTOMER JOURNEY 3.0
Inside out
insights
Mapping current processes and
touchpoints between
organization and the customers
for the specific scope of the
journey.
CUSTOMER JOURNEY 2.0
Customer Insights
Outlining the context, customer
experience, emotions and expectations
from customers.
Understanding the Moments- and
emotions of Truth and understand the
optimal customer experience.
TALENT MASLOW
INSIGHTS EMOTIONAL TALENT JOURNEY
65
OWN DEVELOPMENT
URGENT NEED TO
IMPROVE
(CIRCUMSTANCES)
RE-ACTIVE
PULL
SEDUCE
PRO-ACTIVE
PUSH
FACILITATE
WISH TO IMPROVE
(CIRCUMSTANCES)
JOB LEADS TO THE REGION (PRESENT BIAS)‘The Brainport +’ is not yet important
INSIGHTS EMOTIONAL TALENT JOURNEY
1
REGIONS CAN BE EVERYWHEREfrom blindspot to hotspot
INSIGHTS EMOTIONAL TALENT JOURNEY
2
IN-DEPTH ANALYSIS OF VACANCYNot just a(nother) job
INSIGHTS EMOTIONAL TALENT JOURNEY
▪ Impact on societal challenges
▪ Challenging job
▪ Room for personal growth
3
DETRACTOR FOCUSPositive for Brainport
INSIGHTS EMOTIONAL TALENT JOURNEY
4
NOT SELECTED = BRAINPORT EXIT?Stay close, emergency exit only
INSIGHTS EMOTIONAL TALENT JOURNEY
5
PEER SEDUCTIONProud to be Brainporter
INSIGHTS EMOTIONAL TALENT JOURNEY
6
DIFFICULT TO INTEGRATE Dutch: not too close please
INSIGHTS EMOTIONAL TALENT JOURNEY
7