Much of our economic development news – really all – centers on new businesses being attracted to or expanding in the metro Atlanta area or across the state more broadly. Hyundai, Mercedes, U.S. Soccer – big wins for the state economy and the state’s economic development offices, both local and state. The key to all of that ultimately however, are people on the ground that can actually work at these places. Mercedes employs about 1,400 people at the headquarters in Sandy Springs. U.S. Soccer will have somewhere around 300.
Much of this talent is homegrown. In a state with approximately 11 million people, there are plenty of workers qualified for jobs at all levels. But attracting new talent and top workers from both Georgia and across the country is a critical goal for companies in the region, as well as the Chambers of Commerce that represent them. “Atlanta – Where You Belong” is the Metro Atlanta Chamber’s newest launch that aims to bring top-tier talent to the region. Competition for economic development – and the sometimes exorbitant incentives that go with them – is intense. The competition for talent is less direct but attracting and convincing the best workers to call a region home is all a part of the messy, omni-directional economy we have developed.
“Metro Atlanta’s appeal – at first glance – lies in our region’s wide array of career opportunities, with an incredibly robust presence of established corporations, Fortune 500s, and a thriving entrepreneurial ecosystem,” said Katie Kirkpatrick, president & CEO of the Metro Atlanta Chamber. “But there is more to us than our careers, and this new brand underscores the multifaceted experience that we each have in our communities. Life in metro Atlanta is infinitely adaptable, with an option for every life choice at every life stage. The central theme of Atlanta – Where You Belong is a profound sense of community and belonging.”
The brand looks to emphasize the region’s livability and numerous communities for those from every background and interest. “Only Atlanta has your dream career and life” is the message that spread across numerous platforms as part of the brand, showcasing real people who live and work across the region. The video that lays out the brand highlights some of the Fortune 500 located here – Home Depot, Delta, UPS. Meghan, the VP of Fraud Detection and Response at Equifax is one of the people showcased in the video. “Atlanta is the Goldilocks Zone: Just close enough to the hustle and bustle where Southern hospitality is alive and well,” said Meghan.
The campaign is undoubtedly aimed at younger workers, noting the financial technology industry, booming startup scene and all the colleges and universities that call the region home.
It is somewhat inspiring to see our region highlighted so well, we already live here. Even with an amusing type under the “work” tab: “Atlanta has a red-hot job market, fueled by hundreds of Fortune 500 Companies that call metro Atlanta home.”
To learn more and see the campaign:
