MSP’s economic vitality is a perennial source of envy for other metro regions. Some of the country’s most recognizable brands live here, unemployment is chronically low, and local educational institutions do an excellent job of preparing young people for the workforce.
But MSP can’t rest on its laurels. The competitive landscape is changing faster than many realize.
“The global economy is catching up with us,” says Peter Frosch, vice president of strategic partnerships at the MSP Regional Economic Development Partnership (GREATER MSP). “As other regions try to be more like MSP, our competitive advantage is waning.”
Meanwhile, the region’s labor force growth rate is slowing as employer demand for high-skill positions takes off. Even if every current MSP high school student graduated from two- or four-year college on time, the region’s homegrown talent pipeline wouldn’t be sufficient to fill the growing “skills gap.” To keep pace, MSP needs to pull talent from other U.S. and international regions. Problem is, few outsiders know much about MSP beyond “It’s cold, right?” And they certainly don’t know whether they’d want to move here, should the opportunity present itself. (“It’s cold, right?”)
That’s where
Make It. MSP. comes in. Make It. MSP. is “an initiative designed to attract and retain talent” in MSP, while “[seeking] to improve the transplant experience for new residents as they put down roots in the community,” according to a GREATER MSP release.
Make It. MSP.’s most visible component is an interactive online portal that leans heavily on user-generated input. The Q&A page, for instance, is a clickable panel of open-ended questions about life in MSP: favorite month to be outside, what’s great about your neighborhood, what makes MSP different than other places, and so on.
“Authentic stories, told by real people, are critical to Make It. MSP.’s success,” says Frosch.
Make It. MSP. also features an in-depth, internally generated rundown of MSP, geared toward individuals and employers. Topics include arts and culture, cities/neighborhoods, outdoor activities, cost of living and weather.
Finally, Make It. MSP. has an impressive, MSP-centric
careers portal, complete with tens of thousands of job postings from regional employers — a one-stop resource for current residents looking to change jobs (key to retention) and recently relocated “trailing spouses” who need jobs of their own.
According to Frosch, Make It. MSP.’s scope is unprecedented both here and around the country. Though Cleveland, Pittsburgh and Detroit all have similar attraction strategies, “[Make It. MSP.] is a next-generation approach to attraction and retention that functions as a comprehensive resource for workers and families,” not just a glorified visitors’ bureau.
Formally announced October 13, Make It. MSP. is the fruit of a two-year collaboration between upward of 80 MSP employers (including blue chip companies like St. Paul-based Ecolab), public institutions (including the University of Minnesota) and a host of nonprofit organizations, collectively dubbed the “makers’ network.” Makers’ network participants agreed on five goals to focus and shape Make It. MSP.:
- Improve social inclusion, particularly for newcomers, people of color and “rising leaders” (Frosch: “We don’t want people to struggle to fit in or struggle to find passion for months or years here”)
- Support innovative talent, including traditional entrepreneurs, social entrepreneurs, creatives and others
- Connect talent to community
- Connect talent to employers
- Close near-term talent gaps, particularly in technology and engineering disciplines
And Make It. MSP. isn’t just for people and employers who’ve never set foot in MSP. It’s also about keeping members of MSP’s diaspora — people who’ve moved away for school or jobs — informed and engaged around their home region. Diasporans who’ve stayed in touch are more likely to remember MSP fondly, the thinking goes, and jump at opportunities to return.
“Make It. MSP’s message [for wayard Minnesotans] is simple,” says Frosch. “We say, ‘This is home. If you leave, it’s always okay to come back.’”