Michigan’s New $20M Ad Campaign Seeks to Attract Residents

The state of Michigan has unveiled a $20-million, two-year talent attraction marketing campaign designed to highlight the availability and attraction of high-tech jobs, grow population, and create new career pathways.
224
Michigan ad
The “You Can in Michigan” campaign was produced by the same team responsible for the “Pure Michigan” and “Pure Opportunity” advertising efforts. // Photo courtesy of State of Mcihigan

The state of Michigan has unveiled a $20-million, two-year talent attraction marketing campaign designed to highlight the availability and attraction of high-tech jobs, grow population, and create new career pathways.

The national “You Can in Michigan” campaign, which includes production and creative development with an initial $3.5 million budgeted for advertising through the end of this year, highlights career opportunities, quality of life, and other factors.

Created by the people behind the Pure Michigan and Pure Opportunity campaigns, and Michigan’s Talent Action Team, all part of the Michigan Economic Development Corp. (MEDC), the campaign works in parallel with a bipartisan effort designed to grow talent, improve communities, and secure project investments in the state.

The combined efforts comprise an estimated $59 million talent effort, according to MEDC officials.

The state has lost population since a peak of 10.9 million people in 2005 to 10.0 million people in 2022, according to Statista.

“Michigan is a welcoming, inclusive state with strong career opportunities for workers and resources for cutting-edge, high-tech industries that will define the future,” says Gov. Gretchen Whitmer, now in her fifth year in office.

MEDC’s talent marketing campaign builds on Michigan’s existing efforts to showcase its leading ecosystem for business growth and attract employers from all over the world. One aspect, MEDC’s unique Talent Action Team, specifically brings together global employers, education systems, and universities around this strategic campaign to attract workers and train for and fill high-tech jobs in critical industries like mobility, electric vehicles, semiconductors/chips, biosciences, and clean energy.

Since launching earlier this year, the effort has filled more than 500 new jobs with major EV/mobility companies, inspired more than 300 local college students to pursue careers in EV/mobility, and awarded scholarships to keep engineering talent in Michigan, the MEDC states.

Michigan’s coordinated effort includes the recent creation of the Growing Michigan Together Council and first-ever state Chief Growth Officer role for the state.

This multifaceted approach focuses on affordability, career opportunities in targeted high-tech industries, and personal testimonials from real-life, thriving residents. As part of the campaign, the MEDC created themichiganlife.org, a website that aggregates resources from across the state to help with Michigan career placement, relocation, and lifestyle needs.

“We’re tasked with addressing the state’s declining population head on by identifying ways to attract new residents and keep those who already call this great state home,” says Hilary Doe, Michigan’s chief growth officer.

MEDC also announced today it has partnered with FutureFit AI to create the Michigan Career Portal to help job seekers and students define and reach their career goals in the state. It uses AI to guide future Michiganders through their journey to a rewarding career with a quality Pure Michigan lifestyle.

According to MEDC officials, Michigan is the first state in the nation to launch an AI-powered career navigation platform for economic development with FutureFit AI.

For more information, visit here.