State of Vermont
Growing Vermont’s Next Generation Workforce
The Challenge
In recognition of the importance of young people to its long term success, the State of Vermont engaged TIP Strategies and Next Generation Consulting to prepare a talent recruitment initiative aimed at reversing the flow of young workers out of the state. While this phenomenon is not unique to Vermont – it is in fact a global concern – it is exacerbated by the state’s rural nature. Although there is cause for alarm – Vermont had the lowest share of people aged 25 to 29 of any state in the nation in 2000 – there is a steady stream of young adults entering the state.
The primary mechanism is Vermont’s colleges and universities which attract thousands of students each year from out-of-state (more than 20,000 in 2005). Focusing on this supply of talent that is already attracted to Vermont represents a more compelling strategy than trying to hold on to those who have chosen to leave. Under this approach “brain drain” is replaced by the concept of “brain circulation.” This perspective recognizes the benefits of allowing young talent to circulate. It emphasizes the capture of new talent and the recapture of native talent after they have experienced other places.
The Approach
Conducted under the auspices of the Vermont Department of Economic Development, the goal of the project was to identify and profile the target demographic and find ways to attract them to Vermont. The project was conducted using a three-phase approach. The first phase was aimed at understanding the migration patterns of young people with regard to the State of Vermont and providing hard data on trends associated with the loss of young talent in Vermont. The second phase focused on understanding the target demographic through the use of an extensive survey of alumni of Vermont’s colleges and universities. The third phase outlined key findings from the prior phases and recommendations.
The Outcome
The Next Generation Workforce initiative points the way for a successful talent attraction strategy. The project outlined what draws people to the State of Vermont– higher education, tourism, an active lifestyle, and family and friends – as well as what draws them away. We identified the prime target, in terms of geography (Massachusetts, particularly Boston and California); created a profile of the “Deliberators” (those who have considered or are considering a move back to the state); and collected 700 e-mail addresses to form a marketing campaign audience.
In addition, the team suggested strategies for addressing barriers to attracting young workers, including targeted industry recruitment and support for today’s more footloose workers, a group we call the “economy of one.” Many of these strategies already have momentum. Finally, we provided the kernel of a marketing message – Make a Difference in Vermont – which we believe will speak to this group. In short, the findings, recommendations, and supporting research provide Vermont’s leadership with a wealth of information on the issues surrounding talent recruitment in the state, as well as a profile of its target audience and “best practices” for addressing the problem.
Mike Quinn Commissioner State of Vermont Department of Economic Development National Life Building, Drawer 20 Montpelier, VT 05620-0501 802.828.5239 mike@thinkvermont.com
