Greater MSP launches worker recruitment campaign

Greater MSP, a private-public partnership focused on economic development in the Twin Cities region, has launched a new campaign, “Make It. MSP,” designed to attract new workers to the area and retain top talent already here.

The 16-county metro area faces an estimated 100,000-worker shortage by 2020, according to Greater MSP.

The organization’s CEO Michael Langley said the campaign’s main goals include improving social inclusion, supporting innovative talent, connecting talent with employers and the community and closing gaps in worker shortages.

“We want a great workforce to grow, but we want people to stay and make our region great — for the long term,” he said.

The campaign has more than 50 regional partners, including several corporations, nonprofits, government agencies and educational institutions.

Greater MSP is developing tools for local recruiters, including a new website — makeitmsp.org — with information about jobs openings, testimonials from people about what it’s like to live in the region and information about ways people can make the Twin Cities more welcoming to newcomers. They will also make care packages featuring regional products available to companies working on luring new job candidates. 

Langley said the goal is to get the region’s many assets on more people’s radar throughout the country. The Twin Cities has one of the highest concentrations of Fortune 500 headquarters in the nation and Forbes recently region as the fourth largest market for tech growth, he noted. 

“We have the highest rates of voter turnout and the best urban parks system in the nation,” he said. “We’re a top city for bikes, literacy, we offer more theater seats than any place outside New York City — but we’re still not on the radar for many professionals starting their careers, or looking for a new opportunity. The Greater MSP region has one of the world’s most vibrant economies and is one of the best places in the world to live — the goal of this initiative is to tell that story.”

Mayor Betsy Hodges said the initiative will help the region attract talent to supply the region’s future workforce.

“Human talent is our economy’s biggest resource,” she said. “We need to continue to attract workers to Minneapolis and be there to help them thrive and grow as professionals and connected members of our community.”

The 16-county metro area has roughly 3.3 million people with an unemployment rate of about 4.7 percent, according to Greater MSP. The region’s gross metro product (the total output of goods and services) was $204 billion in 2013.