2023 Intern Project
To address the talent challenges faced by many local businesses, the 2023 NLEA/DTE Energy Foundation Interns are launching a talent attraction campaign and brand to show what makes living and working in Northern Lower Michigan special. The team’s goal is to target individuals 18- to 30-years-old, a demographic that the region is losing but is integral to the workforce. Social media content will show the unique lifestyle the region has to offer through interviews with locals who are living their best lives in Northern Lower Michigan.
Why Is This Work Necessary?
Local, businesses, nonprofits, and units of government are facing labor constraints with a shrinking workforce. It is a challenge to fill the roles they need to thrive. Unfortunately, regional demographic trends are set to exacerbate the problem; the region is aging and the young population is getting smaller. The next generation of local workers will not be enough to meet demand, so Northern Lower Michigan must begin marketing its quality of life and exciting professional opportunities to workers outside the region.
How to Engage
The team is working to launch their new brand, “Choose the North,” across multiple social media platforms. Content will highlight the region’s quality of life and engaging conversations with residents. Interviews shine light on local business owners and professionals throughout the region who will explain why they “Choose the North.” The team will continue capturing captivating stories of the people that make our region extraordinary through the summer. Check out the interns’ amazing work by exploring their social handles.
Instagram – @choosethenorth
TikTok – @choosethenorth
Facebook – Choose The North
YouTube – @ChooseTheNorth
