Working toward sticky-magnetism
What do mountain bikes and murals have to do with workforce development? More than you might think…
One of our NKY Works focus areas is Regional Talent Attraction and Promotion. Usually, this calls to mind how we market our region—the messages, images, and opportunities that encourage someone to “pick” Northern Kentucky as their home. But the other side of the coin is retention—what makes them stay here once they have settled. Retention is equally important to our long-term talent attraction success.
Several sources tell us that family is a massive draw in Northern Kentucky. About 70 percent of people living in Greater Cincinnati were born here. Many people who leave the region ultimately return to be closer to family. That’s an excellent thing for natives. It speaks to our values and desire to raise our children in the same environment.
But what if you aren’t a native? What will it take to get you to stay and build your family legacy here? It’s a complex question, and local leaders are beginning to explore it fully. A 2009 study by Pew Research Center may provide some general insights.
In their study, Pew used US Census data from 2005-2007 to rank “magnet states” (those in which a high share of adults moved there from another state) and “sticky states” (those in which a high share of adults was born there). Kentucky and Ohio rank as Low Magnetism/High Stickiness states. (Note: The magnet rankings were based on the attraction of American-born residents and did not include international migration.)
Ten states ranked high in both magnetism and stickiness: Arizona, Florida, Georgia, Maryland, North Carolina, Oregon, South Carolina, Tennessee, Virginia, and Washington. Since seven of the 10 are in the south (Arizona, Florida, Georgia, North Carolina, South Carolina, Tennessee, and Virginia), it is easy to conclude that warmer weather may be a draw. The other three (Maryland, Oregon, and Washington) are coastal states known for water sports, skiing, hiking, and other outdoor activities, suggesting the quality of outdoor leisure options may be a factor. They also have diverse, thriving economies. Consider this list of the top 10 industries in every state. Most industries in the high magnetic/high stickiness states rank in the top 20 nationwide regarding their contribution to the country’s Gross Domestic Product (GDP). So, in addition to good weather and great outdoor options, these states offer diverse career opportunities.
On the opposite end of the spectrum are low magnet/low sticky states; they rank low in attracting new people to their state and retain a smaller percentage of their native-born citizens. In this 2009 study, nine states were in this category: Iowa, Maine, Mississippi, Nebraska, New York, North Dakota, Rhode Island, South Dakota, and West Virginia. Although this group has more geographic diversity, they are generally northern states, with several in the middle of the country. Their top 10 industries tend to rank in the bottom 10 regarding their GDP production.
For comparison, all 10 of Ohio’s top industries rank in the top 20 nationwide for GDP contribution, as do 7 of Indiana’s top 10. None of Kentucky’s top industries rank high. However, we know that in Northern Kentucky, we typically mimic Ohio rather than Kentucky in economic indicators.
We can’t make conclusions based on a study from 2009, but two themes emerge that seem worth considering:
Economic vibrancy and career diversity matter
Quality of life matters; specifically, the quality of available outdoor opportunities appeals to many people.
Northern Kentucky is working hard to increase our regional vibrancy in both areas. Consider Eons Adventure Park, which is under development in Erlanger. This 1,000-acre park will provide trails and green space for residents to bike, walk, and learn about nature.
The Cincitucky trails encompass a 40-mile radius in and around Greater Cincinnati.
It will augment the “Cincitucky Trails,” the nation’s largest trail network proximate to a metropolitan area. We are fast becoming the destination for bicycle enthusiasts. For those who prefer the arts, there’s also great news. Our convention and visitors bureau, meetNKY, is partnered with ArtsWave to increase our arts and cultural profile through Northern Kentucky.
Several organizations are working together to support innovative start-up companies, particularly those tied to emerging industries such as life sciences, artificial intelligence, and IT. Watch for the opening of SparkHaus and the Covington Life Sciences Lab later this summer as examples of the type of investments our region is making in the jobs of the future. (Better yet, jump on your mountain bike and ride to Covington to see the development now.)
It won’t be long before we are “sticky magnets”...
The Talent Attraction and Promotion focus area is one of five priorities for NKY Works, along with Early Childhood Education, Career Readiness, Work-Ready Adults, and Employer Best Practices. You are invited to join their work. Or, if workforce-development challenges hamstring your business, NKY Works can help. Reach us at 859.657.WRKS (9757) or NKYWorks@NKADD.org.