Rural Revitalization: How One Small Community Cracked the Talent Attraction Code

In the heart of Illinois, Jacksonville—a small, rural community—has embraced an innovative approach to address workforce needs and strengthen its population. By partnering with MakeMyMove, the Jacksonville Regional Economic Development Corporation (JREDC) has redefined its talent recruitment strategy, demonstrating that rural communities can thrive and successfully attract top professionals.

The Talent Opportunity

Rural areas like The Jacksonville Region have long sought creative ways to bolster their populations and draw in skilled workers. Local employers, including leading manufacturers like Reynolds Consumer Products, have faced challenges in finding the right talent to fill essential roles. The COVID-19 pandemic, while presenting unique hurdles, also opened the door to fresh ideas and new strategies for talent attraction.

Kristin Jamison, President of the JREDC and a dedicated community leader, recognized the potential of remote work to attract talented individuals to Jacksonville. "I first heard about MakeMyMove during the COVID era," Kristin recalls. “It was a great opportunity for rural towns to welcome people to their ‘safe havens’ and then I attended the Illinois Institute for Rural Affairs annual Rural Community and Economic Development Conference and learned about Mattoon, Illinois, an early adopter of the MakeMyMove program. This inspired me to launch a similar initiative in Jacksonville."

A Multifaceted Recruitment Strategy

Initially, Kristin was still determining if her organization could invest in such a program. However, the pandemic forced a pivot, and the organization shifted its focus to small business relief efforts. This experience not only helped maintain investor interest but also highlighted the pressing need to attract talent to the region.

“The JREDC works with manufacturers and various employers who are not able to work remotely. They were telling me they don't have enough people to fulfill their orders - build a new line or expand,” Kristin explained. She continued, “I decided to use Mattoon as an example on how a small town similar in scope to Jacksonville was able to attract workers to relocate to their rural setting. Initially, I wondered if MakeMyMove would be open to my focus on attracting people to local jobs rather than solely targeting remote workers. It’s been wonderful to see how flexible and supportive they are in embracing this broader approach to talent attraction."

Kristin's strategy involved a three-pronged approach:

What set JREDC’s approach apart was its commitment to genuine community connection. The $5,000 incentive was merely a starting point. "The incentive package was about more than a steak dinner—it was about providing tickets to events, making introductions and helping newcomers become part of the communities in Morgan and Scott counties," Kristin emphasized.

Having the Right Tools

When Kristin put her plan into action, she was glad that she had the technology to help her with the recruitment process. “MakeMyMove’s Mover Dashboard is a great tool. It provides you with an initial snapshot of each candidate and when you're dealing with hundreds of candidates, you can't have too many pieces of information there or you will never get through the application. And then collaborating with the Client Success Team, they were able to change some of what we asked to be overt about, such as questions like - was a candidate interested in local employment? That was super helpful and their responsiveness and ability to quickly address my needs helped me accomplish what I wanted to achieve.”

Community Response and Integration

One of the key factors in the success of the program has been the emphasis on community integration. "We've been focused on making sure our new residents feel welcome and connected," Kristin says. "We've organized community events, networking opportunities and social activities to help them integrate into the community."

The first recruitment cohort brought five professionals to the Jacksonville region from major cities like San Diego, Philadelphia and Austin. Two engineers joined Reynolds Consumer Products, while others worked in scientific and professional services roles. Notably, most recruits had existing connections or familiarity with the Midwest, making the transition smoother.

“We offered a new resident welcome this summer at one of our concert series that is offered every Friday night in our downtown square. And one of our MakeMyMove candidates happened to be in town for an interview. I was able to meet with her in person and start making introductions to other locals, which she said was what sealed the deal for her. The fact that she was able to meet the people she was talking to on Zoom in real life and get acquainted with the town helped her make up her mind to relocate here. We are small enough that we can do that. We’ve also helped introduce these new residents during JREDC’s investor appreciation event, Chamber of Commerce activities and young professional networking meetups for newcomers to our area.”

Kristin also highlights the importance of tailoring the program to the region’s specific needs. "We've been flexible and adaptable in our approach," she says. We've adjusted our eligibility criteria and incentive packages to attract the right talent for our local employers."

Impressive Initial Results

The impact of this strategy has been significant:

A Model for Rural Revitalization

The success of JREDC's initiative demonstrates the potential of rural communities to attract and retain talent in the age of remote work. By leveraging innovative strategies and strong community partnerships, cities like Jacksonville can thrive in the face of economic challenges.
As Kristin concludes, "Our goal is to make the Jacksonville region a destination for talented individuals who are looking for a high quality of life. We believe that by investing in our communities and attracting new residents, we can create a brighter future for generations to come."
The JREDC's approach demonstrates that rural communities can attract talent through strategic, personalized recruitment. Small towns can compete effectively in the modern job market by combining financial incentives with genuine community engagement. As Kristin puts it, "We're not just bringing people here; we're building a community."

At MakeMyMove, we help communities grow by recruiting new residents. To get your community started, contact us here.