SECURING THE WORKERS YOUR REGION NEEDS TO GROW
INSIGHTS FOR DEVELOPING WORKFORCE ATTRACTION AND RETENTION STRATEGIES
Jack Archer
ABSTRACT
Within economic development there is now a strong focus on talent attraction , development , and deployment . In the current economy , every region is looking for ways to overcome chronic workforce shortages and attract the talent needed to grow key industries . With many regions set to experience rapid industry changes due to decarbonisation of the economy and technology change , these challenges seem unlikely to abate .
This article brings together recent literature , a review of Australian and international strategies and insights from strategy development projects undertaken in Australian regions to provide a framework and practical insights for economic development professionals seeking to improve the attraction and retention of critical workers for their regional economy .
The review of strategies identifies that Australian regions have tended to be overly reliant on broad promotional strategies , which do not address key barriers to worker attraction and retention .
A review of international strategies suggests that a stronger approach is for development agencies to pursue a five-pronged strategy including community preparation ; promotion to workers outside the region , employer support , settlement support , and welcome and community connection initiatives .
Six lessons for strategy development are identified as a further guide to the development of influential initiatives that bring together government , employers , and the community to attract and retain talent in the economy .
INTRODUCTION Attracting the right businesses and providing community infrastructure can no longer be assumed as sufficient for a region to build a successful economy . Internationally within economic development there is now a strong focus on talent attraction , development , and deployment , balancing what has traditionally been an overwhelming focus on business attraction and place marketing .
This shift is a recognition that economies grow when they develop and deploy people in ways that maximize their productive potential . It ’ s also a recognition that there is increasing flexibility for workers in where they can live and work , with the implication that regions need to present themselves as a high value choice . This has only been enhanced by the rise of remote work during the COVID-19 pandemic which has freed up people to migrate from urban regions to pursue lifestyle goals .
Whilst the inherent characteristics of a place such as its industry mix , location and natural assets are key drivers of choice , the evidence shows that regions with well laid out strategic plans for attraction and retention of workers are more likely to be successful . These plans lift a region above its inherent gravity by bringing business , the community and government together in a co-ordinated effort that can be sustained as workforce needs and the community grows and changes .
To support the development of strategic plans , this article draws on literature and the authors ’ practical experience working in Australian regions to develop and deploy workforce attraction and retention strategies .
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