Young Talent Campaigns (1)
The “Let’s Detroit” and “In Wisconsin” campaigns aim to improve retention of local workforce personnel, such as college graduates, within the targeted geographic areas (Detroit and Wisconsin). It was noted that many college graduates were leaving the states to work elsewhere, rather than keeping their talent in the local workforce. Job availability was not lacking, so the campaigns sought to identify additional retention techniques.
- The “Let’s Detroit” campaign aims to help professionals become aware of social activities, resources, and community engagement within the Detroit area. The "Let’s Detroit" website allows persons to connect directly to other Detroit residents, view career opportunities in the area, find volunteering opportunities, view events and social activities, and learn about the various Detroit neighborhoods.
- A 2018 article noted that 135,443 college graduates left Michigan upon graduation. However, 155,147 graduates came to Michigan from other areas, showing retention of current residents was a struggle.
- 2019 still saw a continued shortage of Millennials in the Detroit workforce, specifically related to college graduates. Part of this concern has been attributed to the cost of college education, which prevents Detroit Millennials from completing their college degrees and entering the professional workforce.
- Overall, metropolitan Detroit was one of the fastest-growing regions of Michigan in 2019, though this was attributed to residents moving from suburban areas to the urban areas of Detroit, rather than workforce retention. However, the "Let's Detroit" campaign assists Detroit residents in discovering the value of urban areas, which may have assisted in the overall urban growth.
- In 2019, Detroit ranked 21st in the top 25 cities for millennial population, showing a growth of 2.2%. The "Let's Detroit" campaign may have assisted with this, though definitive proof of this has not been identified at this time.
- Information specific to the “In Wisconsin” campaign was extremely limited, though it was noted that it attempts to improve and retain the population focused on housing and transportation needs.
- Specific information and results of the “In Wisconsin” campaign had not been published publicly at the time of this research. As of July 2018, Wisconsin was noted as one of the slowest growing populations in the United States.
- Wisconsin’s population is aging, as the primary population is from the Baby Boomers generation. Younger generations, such as Millennials, continue to leave Wisconsin despite the campaign to retain this population.
- One area of success in Wisconsin is evident in Madison, Wisconsin. Madison, WI has attracted a stronger millennial population due to the favorable housing market and educational opportunities.
Need for Future Research
- The campaigns of "Let's Detroit" and "In Wisconsin" are ongoing campaigns. As the campaigns are ongoing and relatively young for these types of projects, conclusive information regarding their success or lack of success is not available in the public domain.
- Determining success of these campaigns in retaining local workforce, specifically Millennial, will be more evident with the 2020 census information. It is recommended additional research in these areas be requested when the 2020 census is published. The research team did not locate age-specific population updates for Detroit or Wisconsin since the initial report showing data from 2018.
- Both Detroit and Wisconsin (specifically Madison, WI) demonstrate signs of early success in these campaigns through the relatively wide-spread dissemination of the campaigns through business organizations.
To determine the effect of the "Let's Detroit" and "In Wisconsin" campaigns, in the absence of post-campaign data, we used sources addressing population changes in the identified areas. This information was used to draw conclusions addressing the research criteria. Both campaigns are ongoing, and information measuring their levels of success likely will be available after the conclusions of the campaigns. The strategy transcript noted a desire to focus on the Millennial population. Therefore, information regarding changes in Millennials in the workforce of the designated areas was utilized. Sources identifying trends in population changes, reasons Millennials cited for changing locations, and changes in opportunities to attract Millennials were utilized. A full census is due in 2020, which should provide additional information to add to the current available information.