The New Rules of Talent Attraction

We recently shared our talent attraction predictions for 2026 in Livability's Let's Talk Talent newsletter, our monthly update covering trends in talent attraction and retention from an economic development perspective. (You can sign up here!)  If you’re prioritizing talent attraction and retention this year, here’s what we think you can expect.

It’s up to you to make relocation compelling.
Facing inflation, housing affordability/availability concerns and job hugging, it seems people would be hesitant to move. But we'll always make changes for compelling reasons. That’s where you come in! Effective marketing, high-touch talent attraction efforts and other intentional strategies help you make the case.

Vibes are important. So is affordability.
You can probably think of specific places that resonate with you and others that don’t. Sometimes this can be attributed to something practical, but often it’s vibes. Everyone wants to feel included, especially in a time where we feel politically and ideologically divided. That said, affordability and housing availability are also key in this economic climate. Reasonable costs are an advantage, especially if your area still has access to plenty of amenities.

The best ways of marketing your place will change, and also won’t.
AI continues to change, but also reinforces, marketing best practices. For example, while AI summaries are changing how people search, new strategies help your online presence continue to shape perceptions by influencing what people see in those AI summaries (GEO). Optimizing your social media for search also continues to take on new importance. What isn’t changing? You have to tell a good story and use content to showcase those stories. As always, Livability is here to help with that part.

Your college student cohort is changing.
You’re likely aware that our largest group of U.S. 17- and 18-year-olds just graduated high school. From here out, this group will shrink due to declining birthrates, which will mean fewer college students and fewer workers. At the same time, more people question the value of traditional college as costs rise and the white-collar job market feels shaky. These shifts will make community talent attraction more important, as places may be less able to rely on local colleges as a draw that entices students to the area — which often led to them staying in the region post-graduation.

Short-term job training shines.
These programs benefit employers and workers. Short (weeks or months long) programs that are free to participants and open to most anyone are accessible for people of any age looking to make a career change. As many communities face workforce shortages, these training programs are a win-win. A few of my favorite examples: Sarasota’s Bridges to Careers and the retraining program out of Ames, Iowa, featured recently on our podcast.

What'd we miss? What do you envision for talent attraction this year?

Let us know and remember that Livability is in your corner when it comes to attracting talent and getting your place in front of the right people. For more on the intersection of talent attraction, workforce and place marketing, mark your calendar to join our upcoming ACCE webinar on Wednesday, May 20 at 1 p.m. ET.

Livability highlights the nation's most vibrant small and mid-sized cities as a trusted voice for communities across America. Through Livability's custom content programs, relocating talent and business decision-makers discover your community and glean the insights they need to shortlist your area as one of the best places to live or to grow a business.