Talent Attraction Playbook
Rethinking How Communities Attract and Keep Talent
Brought to you by Fourth Economy
Bringing new people to your community, and helping them stay, takes more than just posting jobs. It means thinking about how people actually live their lives—what helps them settle in, feel welcome, and want to grow roots. This interactive guide explores a new philosophy and practical steps for making your community a talent magnet.
The New Rules of Talent
Communities must understand five key truths about what people truly value today. These principles are the foundation of a successful talent strategy, shifting the focus from jobs to quality of life and genuine connection.
People Choose a Place Before a Job
Quality of life is the new career ladder. People choose a community first, then find work. Highlight lifestyle assets like schools, public transit, outdoor spaces, and affordability.
Example: Chattanooga’s Gig City campaign focused on lifestyle and broadband first, jobs second.
Talent Wants Connection, Not Just a Paycheck
A strong social fabric is invaluable. Newcomers crave community. Foster it through meetups, co-working, parent groups, and civic clubs.
Example: Tulsa Remote offers relocation grants plus vital community connection support.
Amenities > Incentives
Everyday experiences matter more than one-time perks. Dog parks, music venues, weekend festivals, and small business districts say more to young talent than tax credits ever will.
Example: Greenville, SC, successfully marketed its vibrant, walkable downtown to attract remote workers.
Retention Starts Before Day One
A proactive welcome makes people feel they belong before they even start their job. Have a welcome plan: info kits, relocation support, neighborhood tours, or housing guides.
Example: Lincoln, NE's Welcome program offers neighborhood tours and school enrollment support to new residents.
Unconventional Partners Hold the Keys
The most trusted community connectors are often outside of economic development. Engage with tattoo artists, sports coaches, and faith leaders.
Example: A gaming café in Columbus, OH, helped recruit tech apprentices through its community events.
Your Four-Step Playbook
Building a talent-friendly community is a deliberate process. This four-step playbook provides a clear, actionable framework to guide your strategy from initial concept to long-term growth and belonging.
Define Your Target
Who do you want to attract? What are their interests, needs, and values? Are you targeting creatives, tech workers, families, skilled trades?
Map Local Assets and Gaps
Inventory your housing stock, schools, recreation, cultural venues, and civic organizations. Identify what is missing or underleveraged.
Find Your Allies
Think beyond the workforce board. Talk to salon owners, public librarians, high school coaches, food truck operators. Consider the people who know YOUR community.
Design For Belonging and Growth
How will newcomers build a life here? Consider mentorship programs, spouse/family support, career pathways, and opportunities for civic engagement.
Plan for Real-World Challenges
Even the best plans face obstacles. Resilient communities anticipate challenges and develop creative solutions. Explore these common hurdles and learn how to pivot effectively to keep your talent strategy on track.
Funding is cut mid-year
Pivot by partnering with anchor institutions like hospitals or colleges, seeking in-kind support from local businesses, or bundling services with neighboring towns to share costs.
Families won’t move without good schools or childcare
Pivot by developing public-private childcare hubs, creating programs to support licensed in-home providers, and working directly with school districts to market their unique programs and strengths.
Newcomers can’t find housing
Pivot by incentivizing Accessory Dwelling Units (ADUs), exploring the creation of housing co-ops, or partnering with major employers to secure blocks of short-term leases for new hires.
Key local leaders resist change
Pivot by bringing key local leaders into the process early as ambassadors, not obstacles. Host roundtables to co-create the vision and use data and success stories from peers to inspire buy-in.
Talent leaves after 1–2 years
Pivot by focusing on long-term integration. Offer continued learning opportunities, leadership development programs, and create clear pathways for civic engagement to help people grow roots and a future with the community.
Fourth Economy helps communities build systems—not just strategies—that attract and retain talent in ways that are inclusive, sustainable, and authentic.
Want to know more? Get in touch!