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

• Facebook

• Instagram

• 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