Talent Wars Podcast: Leading with Authenticity to Attract Talent: Insights from San Diego

Join host Patience Fairbrother on the latest episode of Talent Wars as she sits down with Bree Burris, director of communications and community engagement at the San Diego Regional Economic Development Corporation. Tune in for an inside look at the“San Diego: Life. Changing.” campaign, including its two-pronged approach to talent attraction and retention. Bree shares valuable insights into how authenticity and community-driven storytelling have been pivotal in the success of the campaign. 

The “San Diego: Life. Changing.” campaign is a flagship initiative of the San Diego Regional Economic Development Corporation that was developed in 2017 and designed to showcase the region as a premier destination for top talent. This campaign’s creative use of social platforms and owned media to share job-focused content has successfully positioned San Diego as a vibrant community where innovation thrives and quality of life is unmatched. Through these strategic approaches, the “San Diego: Life. Changing.” campaign has built an impressive social media following and a jobs newsletter with an almost 50% open-rate. By focusing on the authentic stories of the people and companies that call San Diego home, the campaign has become a powerful tool in attracting and retaining the talent needed to fuel the region’s economic growth. Listen to this episode to learn:  

• The key elements of the “San Diego: Life. Changing.” campaign’s dual approach to talent marketing. 

• How to infuse authenticity into your community’s talent attraction efforts and own your community’s narrative.  

• Research methods and strategies for rebranding your campaign to better connect with your target audience. 

• Practical steps to launch or revitalize a talent attraction campaign that truly represents your community. 

Listen and subscribe to Talent Wars on Spotify or Apple Podcasts. To submit guest or episode topic ideas, email [email protected].