Attracting Talent
Telling our Story
Strategy
Our region has a great story to tell
And with the right tools, it’s easier to grab attention in all the noise.
Greater Fargo Moorhead is a great place to live with great companies that benefit from a business-friendly environment, a well-developed and reliable infrastructure, exceptional higher education and research institutions and a culture of hard work and collaboration.
In the late fall of 2022, the GFMEDC was awarded Regional Workforce Impact Program funds from the North Dakota Department of Commerce to launch a talent attraction campaign for North Dakota’s Region 5 (Cass, Ransom, Richland, Sargent, Steele and Trail counties).
With nearly $1.5 million to kick off our workforce attraction efforts, the GFMEDC will focus its messaging on attracting talent to middle-and-upper level positions for key occupations.
Fargo Moorhead - You Just Have to Look
Materials You Can Use
Creative that catches attention
A little spicy and completely unique, our messaging is meant to grab attention and promote a click on our content driving the user to give us their name and email so we can continue to share all the great things about living and working in our region.
Check out our website and download and use our collateral material to support your workforce attraction efforts. Thanks to the Fargo Moorhead Convention and Visitors Bureau for housing the content.
Regional Talent Attraction Campaign
Our organization is working with more than half a dozen talented vendors all collaborating to lead the largest regional workforce attraction effort to date.
Creative Messaging
- Our ad campaign consists of two to three messaging campaigns (to maximize impact) focused on healthcare, manufacturing and general themes
- :15 and :30 second ads (and digital ads) created and vetted by experts
- A brand identity video to showcase the region
Testing
- Our campaign has been tested against various audiences including professional research and external networks
Target Audiences
- We have used our data to determine the best location to place our ads and will include labor market data, mass layoff data, information from regional companies, etc.
March Media Report
In March there was a total of 2,267,750 impressions, and 13,772 total clicks back to the website with an overall CTR of .61% there were also 178,604 total completed video views.
The In-Need and Native (click) tactics continue to do their things with a combined 3,689 total clicks. Meta as a whole kicked it this month with a total of 5,663 clicks to the website. The Native tactic I really wanted to call out as it doing awesome with 1,942 total clicks for a CTR of 1.14%!
The overall view rate for in-stream is 89.6%!
February Media Report
In February there was a total of 2,238,588 impressions, and 12,704 total clicks back to the website with an overall CTR of .57% there were also 177,269 total completed video views.
The In-Need and Native (click) tactics continue to do their things with a combined 3,688 total clicks. BUT meta as a whole kicked it this month with a total of 5,663 clicks to the website.
All the in-stream videos are fairly close to each other from the CTR and the View Rate. The overall view rate for in-stream is 87.6%
January Media Report
In January there was a total of 860,834 impressions, and 5,000 total clicks back to the website with an overall CTR of .58% there were also 71,468 total completed video views. Almost all tactics have had an increase in clicks to the website and an increase in CTR!
The In-Need and Native tactics are doing a lot of the heavy lifting of clicks. In-need had 758 clicks with a CTR of .43% and the Native CPC tactic had 632 clicks with a CTR of .98%! The Social tactics performed great with 172,786 total impressions, 2,218 total clicks for an overall CTR of 1.28%! The CPC social tactic is up to a 1.90% CTR and the awareness tactic is at 1.37% CTR with 937 total clicks. The team’s optimization to the retargeting has taken hold with that tactic increasing to a .74% CTR (previously at .10%).
All the in-stream videos are fairly close to each other from the CTR and the View Rate. The overall view rate for in-stream is 88%! All the videos continue to perform very similarly.
Our Vendor Partners
Regional Workforce attraction campaign
Informing
More than half a dozen vendors collaborating to lead the largest regional workforce attraction effort to date.
Creative Messaging
- Three to five different types of messaging (to maximize impact) focused on healthcare, manufacturing and general themes
- :15 and :30 second ads (and digital ads) created and vetted by experts
Testing
- Tested against various audiences including professional research and external networks
Target Audiences
- Focused on Healthcare and Manufacturing (according to grant guidelines)
- Further targeting based on research to include labor market data, mass layoff data, information from regional companies, etc.
Driving Action
More than half a dozen vendors collaborating to lead the largest regional workforce attraction effort to date.
Creative Messaging
- Three to five different types of messaging (to maximize impact) focused on healthcare, manufacturing and general themes
- :15 and :30 second ads (and digital ads) created and vetted by experts
Testing
- Tested against various audiences including professional research and external networks
Target Audiences
- Focused on Healthcare and Manufacturing (according to grant guidelines)
- Further targeting based on research to include labor market data, mass layoff data, information from regional companies, etc.
Materials You Can Use
Creative that Catches Your Attention
A little spicy and completely unique, our messaging is meant to grab attention and promote a click on our content driving the user to give us their name and email so we can continue to share all the great things about living and working in our region.
A Brand Identity Video
Some info on the video..
Workforce - Leading Regional Recruitment
Our organization has invested in data and research systems to assist primary-sector companies and investors with workforce data and metrics.
We work directly with companies often to come up with creative and innovative ways to support their recruitment efforts.
For example we’ve built two sites:
- LiveinFMArea.com
- FMAreaTour – our virtual tour
In the coming 12-18 months, we will invest more than $1 million to market to and attract hundreds of workers from across the country in occupations that support manufacturing, healthcare and other key sectors.
Annual Report
The annual report is full of examples of our work and the impact of our support and collaboration.
In the results section of our annual report, we show both short term (previous year) impacts and long-term (several years) impact of our work as well as our Growth Initiative Fund.
GFMEDC Annual Report – Results
In our business development section, we highlight the largest primary-sector project that landed in Casselton in 2022 but we also highlight many project and expansions that are foundation to the steady growth and diversification of our region.
GFMEDC Annual Report – Business Development
In the community development/workforce section, we highlight the partnerships and programs that support workforce attraction, like our Regional Workforce Attraction Campaign.
Funding
This project is federally funded through the American Rescue Plan Act (ARPA) and allotted by the North Dakota Legislature via a grant from the Department of Commerce for the state-wide Regional Workforce Impact Program (RWIP).
The required match has been provided by the regional initiative known as Fueling our Future.
Investors Receive The Following Benefits:
- Monthly Economic Indicators, Cost of Living data, and periodic economic reports and newsletters
- Access to and use of marketing materials created by the GFMEDC Invitation to attend special meetings on GFMEDC projects and initiatives (minimum of 3 annually)
- Network opportunities with top regional, state and national business and elected leaders
- Recognition on Website
- Recognition on Social Media
- Opportunity to nominate board members and/or serve on the board of directors
- When appropriate, we will share your company and contact information with prospective clients (for those companies investing $2,500+)
- Proactive outreach from EDC for one-on-one meeting annually with President & CEO to discuss issues of importance to you (for those companies investing $2,500+)
- Development of targeted workforce report specific to your company’s recruitment needs, including identifying individuals with targeted skills/experience to recruit (minimum $5,000 investment)
We have a number of strategic sponsorship opportunities for consideration. Investors who make a minimum $5,000 investment in the organization are eligible to sponsor events
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