As reshoring announcements, like this one from Eli Lilly, are now beginning to gain momentum in the United States, the talent race is on. In today’s hyper-competitive landscape, communities that win new manufacturing projects are the ones that know how to tell a compelling story about who they are, what they offer and why they matter to the modern workforce. 

From young professionals prioritizing livability over location, to experienced workers seeking values-driven employers in equally purposeful places, workforce preferences are shifting dramatically. Add in the post-COVID rise of remote and hybrid work, and it’s clear that economic development organizations (EDOs) must evolve how they position their regions—not just to companies, but to the people those companies need to hire. 

At Violet PR, we’ve seen an uptick in EDOs increasingly serving as place-based brands, using strategic PR campaigns to highlight community assets like quality of life, affordability, career mobility and cultural vibrancy. Communities equally seek to be on “best places to live” lists like this one from Livability Media, as they do on lists for business decision makers as well. 

Economic Development Week (May 11-17) offers a timely lens to examine this shift, as communities of all sizes seek long-term strategies to strengthen their economies by delivering both jobs and workforce to the same table. 

Authentic Narratives at the Forefront 

Today’s workforce wants to see more than job listings—they want to see themselves in the story. That means EDOs must trade more generic marketing efforts for authentic, people-first narratives that reflect real opportunity and connection. 

Here’s what that looks like in practice: 

Impactful Storytelling: To capture attention and build trust, EDOs are putting real faces to their messaging, and sharing the journeys of accomplished and/or next-gen leaders and grassroots innovators who’ve contributed mightily to their communities. Across New Jersey, one example is the continued leadership and visibility of its Economic Development Authority CEO, Tim Sullivan, who’s been a staple of the current state administration and a go-to media source around a range of state initiatives. 

Lifestyle Messaging: Instead of leading with industrial stats, more communities are engaging in storytelling that highlights walkability, natural beauty, arts and culture, and family-friendly amenities. This is also true of Newark, N.J., which is leading with its impressive amenities in its ongoing “renaissance.” 

Career Visibility: For many job hunters, understanding different options and pathways is critical. EDOs are increasingly partnering with major employers to co-promote career pathways and workforce training, and to showcase upward mobility. That’s front and center in North Carolina, where the state’s Community College System is working diligently to train or upskill its robust manufacturing workforce. 

Social Media Amplification: Platforms like LinkedIn and Instagram aren’t just for influencers, they’re where place brands are being built, especially for talent under 40. A coordinated digital strategy can turn a local highlight reel into a powerful recruitment tool. 

Central to Economic Growth 

The takeaway for EDOs? Talent attraction is no longer a side initiative, it is core to economic development activities, especially as reshoring accelerates and manufacturing skills gaps widen. Instead of waiting for employers to do the heavy-lifting, communities must lead the charge in building a brand that attracts talent organically. 

This level of branding doesn’t occur overnight, it’s built through sustained PR, thoughtful messaging and ongoing partnerships between the EDOs and a number of different community partners (across education, housing, civic entities and nonprofits). It’s no longer about selling a location but instead, illustrating a lifestyle that appeals to today’s workforce. 

As we celebrate #EconDevWeek, it’s the perfect time for communities to ask: Are we telling the right story to the right people? In the current economic environment, talent isn’t just part of the strategy, it is the strategy. 

Ready to learn more from the Violet PR team about our strategic communications capabilities? Reach out to us today at hello@violetpr.com!