Many of Next Generation Consulting’s clients are cities - urban areas that want to better engage the next generation of citizens. But I’ve had a number of conversations lately with leaders from more rural areas who are also working hard to retain their young professionals, and to attract those who live elsewhere. Some of the recent changes in the economy represent an opportunity for those regions - most cities are still thriving, of course, but there is some shifting of opportunity.

Is it realistic for a rural region to be in this game? Absolutely! While the vast majority of young professionals are looking for similar things in the cities in which they choose to live, there are also people who prefer the slower pace that a rural lifestyle offers. It is possible to reach those people, to attract them with employment or entrepreneurial opportunities, and many communities outside the major urban clusters are doing just that.

There are a couple of great examples of programs and strategies that have worked well. This one, close to my home, used a specially designed program of events to showcase the lifestyle of a rural community, and the jobs that were available in that community. Participants were mostly young people who had moved away from the region but were open to moving back to a rural area.

I was speaking last month to the visionary leader responsible for this program . Ed Whitmore told me about the unique challenges faced by his region - one that he tells me has “more cows than people.” Notwithstanding those challenges, they’ve done a fantastic job of engaging their employer community. They’ve also linked up with community events that can act as a re-engagement point (like high school reunions), and are actively using social networking sites to broaden their reach very cost-effectively.

Southwest Virginia and rural Nova Scotia are two very different places, but the strategies that have worked in each of these communities can work in other regions that don’t have a large urban center.

Both of these programs have developed a value proposition based on the reality of what their communities represent. They are genuine; they are not trying to sell something fake or misrepresent themselves. This is a critically important consideration for any community - rural OR urban - embarking on a concentrated attraction and retention program.

No matter whether your community has ‘more cows than people’ or vice versa, the formula is the same. Know your strengths, and know whom you are marketing to. How can we help you?

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