The numbers are sobering. By the end of this decade, the United States is projected to face a shortfall of approximately six million workers. Baby boomers are retiring in droves, birth rates are declining, and the competition for skilled talent has never been fiercer. For economic developers, the question is no longer if you need a talent attraction strategy—but how to build one that actually works.

The good news? Cities of all sizes are cracking the code. From Savannah’s regional workforce collaborative to Tulsa’s remote worker incentive program, communities are discovering that attracting talent requires more than job boards and career fairs. It demands a holistic, intentional, and people-first approach.

This guide synthesizes proven strategies from leading economic development organizations, research from the International Economic Development Council (IEDC), and real-world success stories to help you transform your city into a talent magnet.

Part I: Understanding What Talent Actually Wants

Before launching any campaign, you need to understand what drives relocation decisions. The data might surprise you.

Practical factors trump “coolness.” When Development Counsellors International surveyed workers who had moved at least 100 miles, the top relocation drivers weren’t nightlife, trendy restaurants, or political alignment. Instead, the decisive factors were:

1. Lower cost of living – The #1 priority for Gen Z, who often carry student debt

2. Housing availability and affordability – A consistent top-three factor across all generations

3. Safety and low crime rates – Especially for families with children

4. Quality healthcare access – Critical for workers of all ages

5. Proximity to family – Particularly important for Millennials and Gen X

Jobs lead, places follow. More than 60% of people won’t relocate without a job already secured. This means talent attraction isn’t just place marketing—it’s fundamentally tied to employer recruitment and job creation. Workers move for opportunities first; lifestyle amenities are the supporting cast.

The rise of the “zero-click search.” Today’s talent researches communities online before ever visiting. Increasingly, they rely on AI-powered search summaries rather than clicking through to websites. This means economic developers must ensure their content is optimized for large language models and presents an accurate, positive first impression.

Part II: The Four Pillars of Talent Attraction Management

The European Union’s C4TALENT program has developed a proven framework for talent attraction that works for cities of all sizes. Known as Talent Attraction Management (TAM) , it rests on four interconnected pillars:

Pillar 1: Branding & Identity

Place branding isn’t about clever slogans—it’s about clarity and authenticity. Talented individuals need to quickly understand what your city offers and whether it aligns with their professional goals and personal values.

Action Steps:

• Define your city’s value proposition: Are you ideal for young families? A hub for healthcare innovators? An affordable alternative for remote workers?

• Ensure your branding is authentic—exaggerated claims will backfire when newcomers arrive

• Co-brand with employers: Develop toolkits that help local companies integrate your city’s story into their job postings and recruitment materials

Greater Reading, Pennsylvania’s award-winning campaign demonstrates this approach in action. The campaign targets specific segments—“boomerangs” (former residents), recent college graduates, and workers in nine priority industries—with messaging focused on low cost of living, outdoor amenities, safety, and great schools.

Pillar 2: Attraction & Recruitment

Attraction means reaching the right people with the right message at the right time. Digital platforms now make it possible to target potential talent with surgical precision.

Action Steps:

• Use LinkedIn, Facebook, and Google to target former residents, young professionals, or remote workers based on interests, skills, and location

• Build a funnel approach: First promote the place, then guide users toward specific industries or lifestyles, then introduce employers and job opportunities

• Create a talent portal where interested candidates can join a talent pool—even if they’re not ready to move immediately

Greater Reading’s campaign generated 6.1 million impressions and over 21,000 link clicks by driving interested candidates to a landing page where they could submit their information. These candidates are then aggregated into a “Candidate Marketplace” accessible to local employers.

Pillar 3: Reception & Welcoming

Moving is never just a transaction—it’s a leap of faith. The first days and weeks in a new city profoundly shape whether newcomers stay or leave.

Action Steps:

• Establish a one-stop shop that combines registration, housing support, schooling advice, and healthcare guidance

• Create welcome packages with transport maps, school information, cultural tips, and local contacts

• Host welcome events, orientation tours, or coffee meetups to help newcomers build connections

The Savannah region’s RISE program learned that reception extends beyond municipal services. They identified seven pillars that either build or block a sustainable workforce, including housing, childcare, transportation, and support for underrepresented individuals.

Pillar 4: Integration & Belonging

Attracting people is only half the battle—making them stay is the true challenge. Belonging is built through relationships, not registrations.

Action Steps:

• Promote social and professional networks for newcomers

• Support the whole family with spouse programs, dual-career support, and family activities

• Co-create events where locals and newcomers connect based on shared interests

Campus Philly offers a powerful model: by intentionally connecting students to community and job opportunities, they’ve increased retention of Philadelphia college graduates by 50% over 20 years.

Part III: Proven Strategies from the Field

Strategy 1: Conduct Workforce Studies Before Crisis Hits

When Savannah landed Hyundai’s $7.6 billion Metaplant, celebration quickly gave way to concern. A commissioned workforce study revealed that the region’s labor pool would be depleted by 2025 without intervention.

The lesson: Don’t wait for a crisis. Conduct workforce assessments early. Understand your labor pool’s gaps and start building solutions before urgent needs arise.

Strategy 2: Think Regionally, Not Parochially

No single city can solve talent shortages alone. Savannah’s RISE program united eight counties, bringing together local development authorities, employers, and community stakeholders. Regional cooperation increases buying power, expands talent pools, and creates more sustainable strategies.

As the EU’s C4TALENT guide notes, “coopetition”—cooperating with neighboring regions while competing on unique strengths—is smarter than acting in isolation.

Strategy 3: Go Beyond Traditional Solutions

Recruitment fairs and training programs aren’t enough anymore. Savannah’s RISE program identified seven pillars that affect workforce availability:

Action Step: Audit your community against these seven pillars. Where are your biggest gaps? Start there.

Strategy 4: Target Interns and Students Early

Nearly three-quarters of college students seek internships to clarify their career plans. Students who intern locally are significantly more likely to stay after graduation.

Success Story: Baton Rouge’s chamber of commerce encouraged local companies to post internships on platforms students already use. The result: more participating employers, more posted internships, and stronger local hiring pipelines.

Another Model: Alabama’s FuelAL program connects summer interns to professional development, community service, and social gatherings. The holistic approach helps interns envision the community as a great place to live—not just work.

Part IV: Job Quality as the Ultimate Retention Strategy

Here’s a truth many economic developers overlook: You can attract talent all day long, but if the jobs aren’t good, they won’t stay.

The International Economic Development Council argues that job quality should define the next century of economic development. Job quality isn’t a slogan—it’s a measurable set of conditions:

• Pay and benefits that support economic security

• Predictable scheduling and stability

• Safe working conditions and positive culture

• Opportunities to build skills and advance

What this means for economic developers:

• Tie incentives to outcomes: Connect public support to wage floors, benefits access, and advancement pathways

• Build sector strategies that prioritize career progression, not just job placement

• Measure what matters: Standard job counts miss critical quality elements like scheduling and advancement prospects

When communities improve job quality, they see compounding benefits: stronger labor force attachment, greater family stability, and a more resilient economy.

Part V: Your Talent Attraction Action Plan

Ready to get started? Here’s a step-by-step roadmap:

Year One: Foundation

1. Conduct a workforce study to understand your region’s specific gaps and opportunities

2. Map your talent journey—identify every touchpoint from a prospect’s first awareness to their first year as a resident

3. Build your coalition of employers, educators, housing providers, and community organizations

4. Choose one target group to focus on first (e.g., recent graduates, healthcare workers, remote professionals)

Year Two: Activation
5. Launch a digital campaign targeting your priority segment with authentic messaging about cost of living, quality of life, and career opportunities
6. Establish a welcome infrastructure—one-stop shop, welcome packages, newcomer events
7. Create an employer co-branding toolkit so local companies amplify your message

Year Three: Scaling
8. Measure your results and refine based on data
9. Expand to additional target segments
10. Invest in job quality initiatives to ensure talent stays once attracted

The Bottom Line

Talent attraction is no longer a “nice to have” for economic developers—it’s a core competency. The communities that thrive in the coming decade will be those that move beyond traditional recruitment and embrace a holistic, people-centered approach.

As the EU’s C4TALENT guide reminds us, “Talent doesn’t arrive by accident—it arrives where the path is visible, credible, and inviting”. Your job is to build that path.

Start small. Start now. And remember: every city can become a talent magnet with intentionality, collaboration, and a genuine commitment to quality of life and quality of jobs.

Need help attracting talent to your community? Insyteful provides the tools, data, and connections to power your economic development strategy.