How Chambers are Winning at Talent Attraction

Rethinking Chamber-Led Talent Strategies

Today, people aren't just choosing jobs; they're choosing where they want to live. That's why chambers continue to evolve beyond their traditional roles. By becoming storytellers, strategists and conveners, they are leading research-driven talent attraction campaigns to showcase why their communities are a great place to live, work and thrive. From Lexington, Kentucky, to Dallas, Texas, to West Des Moines, Iowa, chambers are rewriting the playbook to attract and keep the talent their regions need to grow.

The Spark Behind the Campaigns

The West Des Moines Chamber launched its talent attraction campaign because it saw a widening gap: job openings in critical roles and a lack of a cohesive strategy to fill them. So, they built the Why West Des Moines campaign, targeting specific audiences, such as young professionals and outdoorsy families.

They weren't alone. In Dallas, the chamber's 2015 strategic planning revealed that no one was leading regional talent marketing. "Our members emphasized the need for and importance of attracting highly skilled talent to the Dallas Region," said Rebecca Robinson, economic development managing director. Say Yes to Dallas was created to address the gap with plans to evolve in 2025.

In Greater Lexington, the Look at Lex campaign addressed the need for a centralized, engaging digital platform to promote the region to job seekers, remote workers and "boomerangs" considering returning home.

"Without a unified online presence, prospective talent found it difficult to explore career options, community assets and lifestyle benefits," said Betsy Dexter, senior vice president of talent and education strategy.

Whether it was a fragmented online presence, unfilled jobs or a lack of regional leadership, each chamber began with a simple act: listening.

“We made it a priority to listen to the partners we were working with about what they received the most value from, and we listened to the participants of our events to improve each offering to be the best it could be.” said Meredith Murphy, talent attraction manager, West Des Moines. “Don’t assume anything when starting a Talent Attraction Campaign. Without surveying your population and your employers, you’ll never know where the true gaps lie,” she added.

Commerce Lexington utilized a regional leadership council, specialized advisory groups, economic development and talent marketing groups to regularly inform the campaign’s strategic direction and define values that would guide the tone and focus. Similarly, in Dallas, focus groups and polls were deployed to understand local perceptions the campaign would need to address.

From Jobs to Journeys

All three campaigns moved beyond job boards. They focused on telling the story of a place and why someone would want to build a life there.

Dallas crafted a message that transcended economic logic. The website was created as a resource for HR professionals and individuals considering moving to the region. Video testimonials were also created to debunk common myths and to highlight stories of local professionals.

"We want to show that the Dallas Region is not just a good place to move, it's a place to grow and thrive without compromise. Say Yes to Dallas has opened our ability to communicate directly with individuals and address everything they need to build a good life and career," Robinson stated.

In Lexington, search engine optimization (SEO) research and local interviews guided messaging that highlighted affordability, family-friendliness and a strong sense of community. The campaign prioritized digital-first creative assets that would be most impactful for talent on the move. Chief among them was the Look at Lex website, designed to serve as the region’s digital front door. The site features a cost-of-living calculator, a custom job board powered by Indeed and an interactive regional map. These tools were selected based on research into user behavior and the questions most commonly asked for by relocating talent. Testimonials, community-sourced visuals and lifestyle-driven content rounded out the strategy.

West Des Moines focused its storytelling around three target audiences: young professionals, families and outdoorsy types – each with their own tailored "Why West Des Moines" video series. They took it further by hosting “Trek Days” aiming to retain existing talent and college students with tours of local businesses and the opportunity to learn about the lifestyles in Des Moines.

All three campaigns weren't overly glossy campaigns but grounded, people-first narratives. Through testimonials, cost-of-living calculators and neighborhood visuals, each chamber helped prospects not just imagine a move but feel what it would be like to belong.

These campaigns are strong because they utilize storytelling to tap into emotion, identity and belonging, not just logic and data.

Execution Requires Partnerships and Project Management

Successful execution of these campaigns relied heavily on partnerships and robust project management and a long game. Commerce Lexington collaborated with Development Counsellors International (DCI) and engaged 150 regional leaders, forming a Regional Leadership Council. The Dallas Regional Chamber established a Talent Task Force of 88 companies and a dedicated Talent Attraction department. The West Des Moines Chamber, while lean, maintained a high-touch approach with one staff member managing daily operations across various initiatives.

“Stakeholder engagement is not optional—it’s essential. Building trust across jurisdictions, aligning goals and securing shared funding require time and consistent communication. The payoff is lasting regional alignment and impact,” Dexter stated.

Keeping Track of Successes

Analytics were used to show the impact and help the initiatives adapt and evolve. This process helps campaigns stay agile and relevant.

Lexington tracked over 42,000 users and 70,000 website interactions, linking their campaign to $2.2 billion in investment and nearly 900 new jobs. They also use CRM systems and stakeholder feedback channels to gather qualitative and quantitative input.
Dallas used tools like Google Analytics and Sprout Social and responded to member feedback to provide flexibility on content and approach. The region’s population growth has moved parallel to the campaign, and they track the number of new residents with each organization undergoing relocation.
West Des Moines measured satisfaction, employment rates and event feedback – then adapted messaging based on what resonated. They continue to explore ways to support newcomers and continue to repurpose the campaign.

The longevity of talent campaigns is entirely dependent on the region. These examples range from less than a year old to a decade while one recently completed the first iteration with plans to rejuvenate and reuse.

Talent is Just the Beginning

The goal was to attract talent. But what these chambers built was something even bigger.

In Lexington, civic pride surged, and nine counties came together under a unified identity. Dallas discovered new ways to speak directly to individuals, not just businesses. And in West Des Moines, the campaign attracted new talent, while also deepening relationships across the city and elevating the chamber's role as a connector and champion.

“The initiative has transformed Commerce Lexington’s role from a local chamber into a regional hub for storytelling and strategy. It has elevated digital engagement, enhanced the use of data in decision-making and made community branding a central pillar of economic development,” Dexter stated.

Talent attraction done well reshapes how chambers are seen – as builders of future-ready communities, not just business networks.