©2016 Michigan Economic Development Corporation

MEDC Declares First Phase of Worker Recruitment Campaign a Success

Thursday, August 24, 2000

Kathleen McMahon
(517) 335-4590

Out-of-State Workers Report Greater Awareness of Michigan’s High-Tech OpportunitiesThe Michigan Economic Development Corporation (MEDC) announced today that post-surveying combined with website visitor numbers prove the success of the first phase of their worker recruitment campaign. This initial phase of the yearlong campaign was targeted at approximately 440,000 potential Michigan job candidates now living and working elsewhere.The $2.7 million recruiting effort in Chicago, Cincinnati, Columbus and Indianapolis included an extensive television, radio and direct mail advertising campaign targeted at technical professionals in life sciences, computers, engineering and other fields.“The campaign was designed to grab high-tech workers’ attention and convince them that, in Michigan, a high-paying job and a first-class lifestyle is theirs for the taking,” said Doug Rothwell, president and CEO of the Michigan Economic Development Corporation.“The tremendous increase in awareness levels confirms that our message was on target and seen by thousands of potential new workers for Michigan high-tech businesses."About 1,200 high-tech workers, in the four targeted Midwestern cities, were polled before and after the Michigan advertising campaign.Research following the campaign found that the majority of workers had an increased awareness of Michigan job opportunities and were more likely than before the advertising campaign to give a high-tech job in Michigan serious consideration.After the campaign, Indianapolis surveys showed that high-tech workers were 65 percent more likely to consider a Michigan job.Furthermore, the number of high-tech workers that recall seeing the advertising in Cincinnati jumped an astonishing 1,297 percent. An integral part of this campaign, the Michigan Careersite, www.michgan.org, has had an abundance of visitors, jobs and resumes.More than 60,000 visitors have entered the site since it was launched in May.The site about 2,500 resumes and has over 4,400 registered users. “The high traffic flow to the Michigan Careersite confirms this is the perfect way to recruit high-tech workers,” Rothwell said. “With the number of resumes on the site continually increasing we’ve found an effective and confidential way to connect Michigan employers with the most sought after technical candidates.”In May, the Michigan Economic Development Corporation switched their entire advertising focus from company recruitment to skilled worker recruitment. The $5 million includes television, radio and direct mail advertising targeting high-tech workers to come to Michigan to work, live and play.First Phase of Worker Recruitment Campaign ResultsMichigan Careersite Figures (July 2000)

Users to Michigan Careersite Homepage

60,569

Candidates Registered

4,451

Resumes Posted

2,528

Employers Registered

307

Total Jobs

1,875

Telephone Research Results

Within the past few months, have you seen or heard any advertisements about the good paying job opportunities in Michigan?

City

Pre

Post

Change

Chicago

12.3%

51.3%

+317%

Cincinnati

3.7%

51.7%

+1297%

Columbus

12.3%

61%

+395%

Indianapolis

9%

44.3%

+392%

If you were planning to accept a job in another state, how likely would you be to give Michigan serious consideration?

City

Pre

Post

Change

Chicago

22.7%

24%

+5.7%

Cincinnati

23%

29.6%

+28.9%

Columbus

24.3%

22%

-9.4%

Indianapolis

13.3%

22%

+65.4%

Considering all your options, on a 10-point scale, how likely is it that you would consider a good paying job in Michigan?  One is not likely at all, 10 is very likely.

City

Pre

Post

Change

Chicago

4.89

5.00

+2.2%

Cincinnati

4.67

5.35

+14.5%

Columbus

4.43

5.25

+18.5%

Indianapolis

4.43

5.31

+19.8%

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